The Healthy Growth Of Clothing Brand Depends On Effective Channel Strategy Decision.

In the global competition, the competition between terminal retailing and brand competition will become one of the key elements to decide the fate of an enterprise. On the whole, brand competition and terminal competition are in fact integrated. Terminal stores are the front of brand promotion, and the bridge between brands and consumers. Clothing brand An organic part of itself.

　　 Brand building VS channel construction

Brand building and channel construction are two major strategies for product sales. It is indispensable for them to blend and blend with each other. In the specific operation of enterprises, they will be biased by their own strategies and different stages of development. For most real economies, brand building and channel building are like Gemini, which always surround each other's movements. If one side loses quality, the distance between the two sides will be farther and farther, and eventually the Gemini system will collapse.

For enterprises, it is also true that if an enterprise only cares about spreading channels and ignores product brand building, consumers will be attracted by other more attractive brands, and the sales volume of products will decline. channel The amount of money will naturally decrease due to the pressure of funds. Similarly, ignore the channel construction, brand power, consumers can not enjoy the product, will also affect the development of the market.

famous Brand strategy Expert Li Guangdou believes that China is the last piece of virgin land in the world and the last resort for brands to grow rapidly. In order to win the hearts of consumers all over the world, Chinese brands must first "plug in" and "upgrade" to make their brands more sophisticated and internationalized. It is hoped that Chinese enterprises, especially those interested in brand transformation, will take a broad view of the world, grasp the brand at the same time, grasp the channels one by one, understand more about the experience of global brand building, and explore a new mode of terminal retail with Chinese characteristics, hoping to emerge more and more international brands from China in the global competition.

"Any brand needs a visual, visible and sensible carrier. It is through the spread of these carriers that consumers can understand the brand personality and spirit. The flagship store that attracts consumers' attention, whether it is the exterior decoration or interior furnishings of the store, even the type of music in the shop, can make consumers experience a unified psychological feeling. This is the best proof of the channel and brand building peer. " Li Guangdou said so.

In some areas, its brand construction, especially the visual part, may be relatively weak. However, the publicity made by enterprises in other carriers can make up for this gap. That is to say, brand building and channel construction are not always available to people in a sense, but they do exist together. In a poem, "wherever you see or see them, they are everywhere."

Now, some suppliers with their own brands, such as customers, are in the early stage of spreading advertisements on the Internet, building brands, collecting information about the customers' needs, and linking the producers and logistics providers to build a "reverse short process" procurement mode. There is no concrete network entity channel. However, in view of the fact that it is difficult to build up three-dimensional brand power by the Internet alone, it is very likely to develop experiential stores or physical stores in the future.

For luxury goods, brand building is the same from the macro perspective of the market. Channel construction It is also a complementary and advancing relationship. International luxury brands such as DIOR, LV, MATZO PARIS and HERMES have been improving their brand image while improving their sales channels. But only for brand building. Channel strategy In terms of construction, the key is to decide according to the needs of the brand itself and the market environment of the invasion.

In this regard, Chen Zhilong, chief executive of China's Grand Mercure, Paris, France believes that the current Chinese luxury market, the rapid development of the first tier cities, and the rapid growth of the two or three tier cities have long been stronger than those predicted by the parties. For example, Armani Fabrizio Dosi recently said that they still take the mode of combining direct stores and distributors to quickly occupy the market, and add 35 sales points each year in the future.

For the old European luxury brands that have just entered China, the key to China's market layout is its deep brand history and cultural background. For example, the Grand Mercure MATZO PARIS of Paris, France, has a very high degree of brand building. Last year, through sponsoring the sixth Paris China Film Festival, the cultural connotation of every brand, every product, and every object was quickly transmitted to China, and the success of channel construction was also promoted by doing well the brand building.

Relatively young brands, whether their channel construction is perfect determines whether the brand can survive in the market. For example, these young brands such as WHY and FION are the key to brand survival, and shopping malls, shopping centers and network sales are all places for their channel construction. Therefore, the key to brand building and channel construction depends on the trend of brand development and the market trend of brand development.

"No channel brand is a mirage, only the brand of the channel is for others." Guo min, a sponsor of thousands of shops, is very keen on the channel and brand. "I think both brand building and channel construction should be focused on both hands. It is very important to seize the channel construction, but making the brand is more important. One is the cash flow that produces immediate interests, the other is the "rocking Qian Shu" that brings long-term interests. The performing arts circle is popular, "singing and singing", while traditional brands like "under the line and then touch the net".

　　 Channel diversification VS channel matching

The rapid development of science and technology is also driving the rapid development of the global economy. Various new sales models emerge in an endless stream, and the diversification of products has created the diversification of product sales. Faced with this "diversified" market, brand owners will inevitably feel that "eye confusion", and choose the correct channel strategy has become the key to the success of the brand.

Many failed cases warn us that we must make clear our brand positioning and choose the right sales channels, otherwise we will be easily eliminated in the rapidly developing and diversified market competition.

Although China's market is very attractive, the brands that enter the Chinese market are not satisfactory or even fail, such as PIERRE CARDIN, lagging brand building and chaotic channel construction are all the reasons for the failure of PIERE CARDIN, but the most fundamental reason is that he has not correctly positioned herself in the Chinese market.

These brands of LV and CHANEL have been developing steadily in the Chinese market, precisely because they have made clear their market positioning and used the most suitable way to sell their brands. But conservative and prudent European aristocrats are very particular about their choice of channels in the Chinese market. The development level of the city and the grade of shopping malls are chosen and chosen carefully, so as to ensure that the channel construction accords with the tonality of their brand building.

Chen Zhilong said that Paris MATZO PARSI, as the luxury brand of the French time-honored brand, is very cautious about the way of entering the Chinese market. The channel of MATZO PARIS in the Chinese market will adopt a "diversified" sales way. Besides the shopping malls and shopping centers, the airport and five star hotels are also the focus of channel construction, but they are very strict with the choice of cities, the choice of shopping malls and the selection of agents.

Therefore, any single sales channel has certain limitations. Many people in the industry believe that only the "cement" and "mouse" combination can form the most robust channel in the future. The "cement" of traditional channels and the Internet "mouse" growth mode are quite different. However, any channel, any medium can not be completely old after the emergence of new things.

In fact, there are more and more. Clothing enterprise Already or is about to join the "mouse" wave. The e-commerce market is large enough, and has not been fully developed and released. The major enterprises are also making unremitting efforts to seize market share. More and more garment enterprises are joining the market, which is also the problem faced by the offline sales market - that is, the homogenization of products. When the product quality of the same industry chain is basically the same as that of the online consumers, the difference between the brand and the appearance is the price difference.

Enterprises are profit driven. Developing e-commerce is the common aspiration of many fashion brands. The problem is that the homogenization of online clothing products is becoming more and more serious. Several enterprises can withstand such a price war and the pressure of "small profits but quick turnover" tactics. Especially in the majority of enterprises, whether the strategy of products based on inventory products and existing products as the main body can realize their differentiation strategy, and establish their own product characteristics and competitive advantages in the network will be a common problem faced by all online and offline apparel brands.

The future competition is not the difference between online and offline. Online will also be faced with online problems. For example, the homogenization of products, the high cost of promotion, and the shortage of talents, the battlefield of e-commerce is the end of the era of cold weapons. The diversification of sales channels such as shopping malls, shopping centers, specialized markets, agents, franchisees, electricity providers and so on is only a war in another place. The cruelty of war has not been weakened, but more brutal.

It is understood that, like the seven wolves, Daphne, Lining, GXG, Luo Hao men's clothing and other more traditional brands under the line advantage of the channel frequently "touches the net", have achieved good sales performance. However, e-commerce brand has begun to march from online to offline, but there are few successful cases. If any guest announces, "within three years, the shop will not be considered." The only case we can refer to is Mcglaughlin, who emphasizes the Trinity sales model of "catalogue mail order + e-business + entity store", but this mode has not been favored by investors. It can be seen from the continuous decline of shares after Mcglaughlin's listing.

In addition, there are many questions about how to interact online and offline. At the moment, clothing brand online channels and offline channels are completely independent two sets of systems, and can not achieve online ordering, offline picking up convenience stores, the use of direct, joint, trusteeship, franchise system, is bound to ensure the interests of investors, then the system emphasizes the entity shop's service and experience function may not be effectively reflected in the implementation, it is likely to be pursued by maximizing the interests of investors to implement aliasing; as the current online brand, whether it can reverse its line of action, choose online excellence and march into the line to expand brand territory.

Of course, the traditional brand "touch net" will be successful. E-commerce enterprises are also evolving. As an explorer from online to offline, maybe the online clothing brand will create a completely different business mode, but it is certain that the difficulties in the exploration process will be fixed. This will also greatly test the online and offline brand management team.