Garment Industry &Nbsp; "Channel Is King".

Clothing industry has always had such a statement - "channel is king".

In fact, many domestic clothing brands have gained a high market share in the market in the initial stage.

However, with the gradual development of the brand, traditional agents and other ways can not meet the growing demand of brands. In terms of channels, some brands are entering the "bottleneck".

Therefore, how to optimize the channel and bring more benefits to the terminal has become a problem to be solved urgently for the clothing brand.

Judging from the current situation, in terms of business format, besides the traditional department store industry, Oteri J and other models also developed very hot.

Meanwhile, with the rise of Internet platforms such as Taobao and Jingdong mall, clothing brands also have a new way of selling.

What is particularly worth mentioning is that with the advent of the mobile Internet era, many consumers even go shopping through mobile phones, which may evolve into a new channel for clothing brands.

Building pluralistic and full channels

Bian Xiangyang, a professor at Donghua University, believes that the creativity of street fashion is stronger and stronger, and even the creativity of the people sometimes exceeds that of professional designers.

However, the popularity of street fashion, thanks to the promotion of Jingdong mall and Taobao, has adapted to a large number of Post-80's and 90's consumption psychology. Online shopping has become a new form of shopping.

Wu Sheng, senior vice president of Jingdong mall group, believes that consumption is the form of entertainment, so that you understand the so-called channel innovation, that is, we see the spiritual changes behind the times.

The game rules of this game changed the systematic thinking formed by people.

For example, famous brands in Japan.

It is understood that the registered users of social networking Renren can publish their own dressing photos on the global Street auction website, and share them with friends.

The global Street auction website provides 6 different language choices in Chinese, English, French, Russian, Korean and Japanese, in order to truly conform to the brand slogan of "MADE FOR ALL".

In response, Wu believes that the innovation of UNIQLO is that it sees the changes in consumption patterns nowadays.

"If we fail to understand the changes in consumption, innovation will fall into fragmentation."

Zhou Yan, general manager of Dalian Si fan Clothing Co., Ltd., believes that the change of consumers is the change of consumption spirit.

For brands, consumers are already ahead of them, and brands are in a leading position.

"Consumers are the real protagonists.

No designer is the real designer, consumers become designers, consumers build and assemble themselves, and can accomplish self recognition brand. Now no brand is more important than consumers themselves.

Now China's consumption pattern is different customers form their own buying habits in different channels.

Therefore, the ideal situation is to let all consumers find their brand in the way he used to.

Zhou Yan believes that building a diversified and rich channel is very important for the complete realization of a brand and communication and interaction with customers.

The key is how to build diversified and rich channels. The clothing industry is constantly exploring this.

In addition, from now on, the Internet is becoming a part of people's daily life.

Especially in recent years, the development of micro-blog has given birth to a new way of marketing such as micro-blog.

Wu said that the micro propagation was also based on the change of communication patterns.

Even though readers sometimes know advertisements, they are still willing to comment.

Therefore, if businessmen want to win in the Internet age, they must get close to the Internet, understand netizens and respect the basic laws.

In Zhou Yan, a brand should build the channel, the core thing is the market value.

Many brands have developed well because they are more open.

Apple, for example, has such a wide market because it creates an open value space.

"He makes value for all people, not rejecting value.

This is a very important inspiration for all brands to create new values. "

Zhou Yan also believes that some brands may have bound themselves for the definition of channels.

In fact, the channel is more a network, a three-dimensional brand marketing network.

In this way, we can enlarge the brand and pform channels to the greatest extent in a larger market.

The sinking of the channel is a prairie fire.

According to the trend of garment brand development in recent years, channel sinking is an indisputable fact.

Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, said that the urbanization process in rural areas will accelerate in the next few years in China.

Industrialization, urbanization and agricultural modernization are the main road of the future.

In the future, cities such as prefecture level cities will become better in China, and the two or three line cities will have great potential.

"Any brand in China, high end or mid-range, has channels.

There are a lot of things to do in different formats, high-end department stores and large franchised stores.

And the sinking of the channel will cater for the trend of urbanization in China in the future.

Some industry analysts believe that some clothing Brand Company will build one or two image stores in the first tier cities, that is, do not expect it to make money, but use it to advertise the brand.

Such brands, after all, still rely on two or three line cities to make money.

Seven wolves, Li Lang, Muse, bang Wei,

The Fujian menswear brand represented by seven wolves, Jin Ba and Li Lang relies on the two or three line market, and has rapidly gained a firm foothold in the domestic market by acting as an affiliate channel.

Among them, seven wolves and Li Lang were listed in Shenzhen Stock Exchange and HKEx respectively, and won the capital for further development.

At present,

For example, the 2011 Annual Report of the brand shows that as of December 31, 2011, the company has a total of 3976 terminal channels.

During the reporting period, on the basis of maintaining the dominant position of the second tier cities, the company stepped up its investment in the three line and three tier cities, which accounted for 49% of the newly opened shops in the reporting period. At the same time, on the basis of the strong street shops, the shops in the department stores and the city commercial plaza also became the focus of the company's efforts. By the end of 2011, the two part of the channels accounted for 30% of the total number of the company's channels.

During the reporting period, through the management of external expansion, the matching degree of the company's channel network and products and consumers has been continuously improved, thus enhancing the efficiency of the channel.

Although the expansion of the number of stores is a strong manifestation of the scale of the seven wolves, but how to make strong brands, the seven wolves obviously have their own plans.

In 1995, when many clothing enterprises followed up the implementation of the shopping mall mode, the seven wolves took the lead in drawing lessons from overseas experience and implemented the franchisee sales mode in China, which made a very different road with the many clothing enterprises in the market.

In 2003 and 2005, the seven wolves jointly sponsored the Spanish football club's Real Madrid China trip, which sparked widespread concern nationwide.

Some media commented that this initiative opened up the first place for domestic leisure apparel enterprises to sponsor international sporting events, and consolidated their position in the two or three tier cities.

In 2007, the seven wolves faced with brand aging, low added value and a lack of understanding of the market.

Later, the seven wolves entered the three year pformation period from 2008 to 2010, constantly optimizing and reforming channels.

Of the more than 3000 terminal sales outlets in the seven wolves, the proportion of Direct stores is more than 20%, and most of the others belong to franchisees.

The company gradually realized the flat management of the channel, set up subsidiaries in Guizhou, Guangxi and other places, further strengthened the management of local channels, and plans to continue to set up management centers in East China, Southern China, central China, Southwest China and Northwest China, so as to be responsible for local channel management.

At the same time, the company set up three logistics and information centers in Fujian, Beijing and Shanghai, and more than 20 provincial logistics and information departments, through the information network system to provide timely logistics distribution services and information exchange services to the sales outlets, and finally pass the products and values to the end customers through the terminal network.

Zhou Shaoxiong once told the media that the proportion of direct outlets opened in the first tier cities in the future should be increased, while the franchisees of two or three line cities could be improved, and the brand idea and image of the seven wolves could be pmitted through standardized terminal management.

The famous sports brands in China, such as Lining, Anta, XTEP, etc., in order to obtain a higher market share, also act as agents and join in the two or three line cities to quickly open shop to achieve the goal.

Anta's board of Directors believes that Anta's strategic landlords attack the two or three line market to gain huge potential for growth in the market.

For example, Anta has opened 13 stores in the Kunshan county market of Jiangsu. Its formats include standard shops, specialty stores and discount stores, so as to maximize the market share through multiple formats.

Lining 2011 Annual Report data show that Lining retail stores reached 8255.

Lining said that in 2012, organizational reform was carried out to reduce other expenses other than brand marketing and product research and development expenses, so as to improve the net profit margin level. At the same time, we should carry out channel reform, enhance the retail efficiency of the 234 line market, further clean up the retail end inventory and speed up cash turnover.

Japan's famous brand UNIQLO plan will expand its business in China in the next 10 years, expand the number of stores in China to 1000, with large shops (around 1000 square meters), and sales to 1 trillion yen (about 73 billion 900 million yuan). Meanwhile, the store's tentacles will reach China's two or three tier cities.

It is estimated that the number of stores in China will exceed Japan in 2020.

It seems that the two or three line market competition will become more and more intense in the future.