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Underwear Chain Terminal Area To Create Gome And Suning Mode

2012/1/13 14:00:00 63

We find that at present, there are terminal operation modes in underwear industry, such as new feeling, urban beauty, ancient and modern, and Asia, and so on. In the future business mode, we hope to take the big integration, the hypermarket and the Dalian lock instead of the original medium and small chain operation mode.

It is considered that this mode can effectively utilize resource advantages and reduce costs with 1..

compete

The price of force will allow consumers to expand their sales and expand their market share.

2., the product brand driven by storefront brand and the brand image can also play a good role in brand building and upgrading.

Especially in the underwear industry, the new concept of 5S, sevice quality service, specialization professional products, satisfaction's enjoyable shopping experience, smile's cordial smile, slow-down's shopping environment, and so on, put forward the concept of people's thinking in the new underwear terminal.

The so-called "manufacturers based" pursuit of large-scale underwear chain road, actually with the original small and medium brand chain is not essential difference.

This is not a new lingerie terminal chain mode. The reason is: 1., the biggest difference between Gome, Suning and underwear brands is that Gome and Suning are pure retailers, and they have a high degree of neutrality in the whole channel, that is, Gome and Suning have built a platform for home appliance chain, and manufacturers can show their skills on this stage.

Gome and Suning are not the passivity of waiting for consumers

reaction

It is to integrate the market of household appliances and consumer goods with their own market strategy.

The underwear Dalian lock, represented by "Ya Xi", is still dominated by the manufacturer's brand, not a middleman. Although the shop has more than 200 underwear styles, more underwear brands and combinations are more abundant, and even some products price is less than 40%, which makes consumers feel the price concessions. However, many products still rely on the products of a certain manufacturer. If such a franchised store sells other brands, it can only be said that other brands can only be in the status of the maid, purely auxiliary and complementary, and can not get fair and fair market sales opportunities on this stage.

2. if a shop with thousands of square meters has gathered hundreds of underwear brands, and only one category of underwear is available for everyone to choose from, can such shops be recognized and welcomed by consumers? We think the prospect is not optimistic.

As far as underwear is concerned, from many years of research on different types of terminals, especially the clothing based terminals, we believe that the future underwear is still the two mode of mainstream: 1., the company as the platform, the establishment of counters and store stores; 2., independent shops in the commercial street.

At the same time, we do not recognize underwear.

industry

There's a flagship store.

A separate shop on the commercial street has been used as a flagship store in the field of underwear.

In the current industry, the retail terminal of Gome and Suning has been integrated, and the terminal of underwear has been integrated. A new terminal mode has been put forward, which is only a pursuit of the scale of the terminal by entrepreneurs. It is not the birth of a new terminal mode.

We also do not think that there will be any middlemen coming out in the future to make the scale of Gome and Suning in a single category of underwear.

It is not only the underwear industry, including the clothing industry, but also in the fashion retail industry.

1., it is a mistake to think that as long as the product is abundant, the system is complete and the service is good enough, advertising in the central television station or other influential radio stations will be a famous movie star as spokesperson. This is a terminal marketing mode.

chain

Joining is supposed to be profitable.

In fact, we can see that after many enterprises have done this kind of action, the terminal has not made any profit, especially the underwear industry. More than 80% of the monopolar chains are in a state of loss, which is enough to explain the problem.

The 2. manufacturers have a certain scale in the whole country, but actually a certain area is basically a skirmish or even a single soldier.

The influence of any shop in the region is within a certain geographical area. Without a certain number of supporting stores, the influence of the brand can not be formed.

For example, a cool herbal tea in Guangzhou, ----S Zhen long, did not have any advertising support at the early stage. It was opening the cool tea shop in the streets and alleys of Guangzhou. When it opened to thousands of stores, it was already the first brand of herbal tea enterprises in Southern China.

Therefore, any brand that wants to shop on behalf of the brand and promotes the store must have a certain number of shops in order to have the brand influence.

3. manufacturers

Self-support

Shops are too few, manufacturers to their positioning is manufacturing oriented, the so-called proprietary store is just the role of standard shops, model stores, flagship stores, more is to give franchisees a visual image design entity, to guide more franchisees to join.

In fact, many manufacturers are inexperienced in how to do a good job in a franchised store, how to deal with the consumer terminal market, and how to use various means to open up the market.

Too few manufacturers own stores, it is bound to be the whole market feedback, grasp, marketing and regional market differences is difficult to accurately pulse, in this case, despite the fact that brand franchise is done, in fact just took the brand, take the goods, and the real brand in the local operation and operation, all rely on the franchisee themselves or dealers themselves.