Children'S Clothing Is Desperate To Play The "Big Shop Mode" And "Combination Boxing" Business Layout Shop.

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100 square meters of scale shops are more and more open.

Recently, the report said that in the case of the contract did not expire, Smith Barney still chose to close the Me&City flagship store located in the Huaihailu Road commercial circle of Shanghai.

This has caused great waves in the clothing industry.

The "big store mode" of adult clothing has been a popular marketing mode in recent years, so that many children's clothing has also sprung up "big shop mode".

In fact, children's clothing stores are more difficult than adults' stores. When the "big store mode" has to bear huge rental pressure and risks,

Why should we take risks? How should we choose a breakthrough?

Phenomenon "big shop wind" blowing up

As the last piece of clothing, children's clothing has shown its vigorous vitality in the past few years in the era of brand dominated brand.

Not only did it take more than 10 years to complete the experience of adult wear in a short time, but also the brand had the courage to face the high rent and quietly introduced the "big store mode" which was popular in children's wear.

In the children's clothing industry, the industry generally believes that children's clothing more than 100 square meters is a large shop, and more than 300 square meters of it can be regarded as flagship store.

In fact, before the children's clothing store is very rare, in addition to Barbara's terminal requirements must be double facade, the general children's wear brand terminals are mostly single facade, the area is generally within 50 square meters, and the location is generally in the sub business district, non mainstream street.

Today, however, such a terminal pattern has quietly changed.

In Anhui and Henan, a flagship store with an area of more than 500 square meters has been opened.

Huang Liangsheng, the general manager of the little play leather, also revealed that in the future, a flagship store with more than 400 square meters will be opened in Wanda Plaza, Quanzhou.

In addition, according to the relevant personage, Quanzhou's children's clothing benchmarking enterprise's two years are basically double shop, more than 65 square meters of the larger shop, the seven wolf wolf dress, small Anta and other children's wear terminals are also larger.

At the same time, red children, Xiao Pi Pi, Hai Wei and Ji Jile's responsible persons said they had opened more than 100 square meters of shops.

"Scale win, look at advertising effect."

Mamie Marka, director of the retail operations center of Lin Jianhui, has revealed the general psychology of brand enterprises setting up children's clothing stores.

As Duha, a senior expert in brand commercial design chain, said, "in the current domestic market, it is very simple for consumers to determine whether a brand has the strength, which is to evaluate the brand through the visible terminal store."

"Through big stores in the potential agents, dealers in the hearts of customers to establish an image."

This is the general consensus of the industry.

"Setting up an image through a large store is the main reason for the establishment of an adult clothing store, and it is also the main reason for the establishment of a children's wear shop."

Low quality and low efficiency

However, the reason why adults and children wear large shops are the same, but the market is different.

There are two problems in children's clothes shop.

"Ping effect (efficiency of terminal 1 square meters)" is the "congenital deficiency" of children's clothing industry.

"Because the price of children's clothing is low, so the flat effect is low. This is the main reason why children's wear industry has always been in the second business circle, and it is always the most remote location in the shopping mall, and it is also the main reason why children's clothing is difficult to open a large store."

U.SPOLOASSN. marketing director Li Wenbi said, "high rent, low efficiency, unless a very strong brand, otherwise the general brand is very difficult to support big stores."

Another problem is the quantity of products.

Many people in the industry have said that children's clothing products in a quarter usually do not exceed 250 SKU (monochromatic monochrome is a SKU value, but a single multicolor has several colors is a few SKU value), while adult clothing usually has more than 1000 SKU in a season.

"Nowadays, children's clothing brands are mostly single style categories, such as sports, fashion, Academy style and so on. Single category is hard to support large stores. At the same time, according to children's age and height, children's clothing is generally divided into 5 stages: children, children and children.

Basically, no children's clothing brand can support these 5 stages.

Hai Hua, retail director, Zhang Hua Kai said.

The display of children's clothing is different from that of adult wear. Some adult wear terminals can highlight the taste of the brand through a large number of spare space, while children's clothing terminal is very rare, so if too large space does not have enough product support, it will become one of the reasons why children's clothing is difficult to open a large store.

At the same time, many people in the industry are skeptical about the "big shop mode" of children's clothing.

Li Wenbi believes that most of the consumption of children's clothing is rational consumption, and that mothers buy clothes for their children will be more rational in terms of quality, style and price as the main considerations. Therefore, even if the terminal of children's clothing is built with a sense of taste, the impact on consumers will be limited.

"Children's clothing is not necessary to highlight the sales area."

The marketing director of red boy thinks in a timely manner.

The image of children's clothing stores is aimed at consumers and the potential customers of brands.

However, Yang Jie, general manager of Sheng Jie, said that although the agents and dealers of children's wear were relatively less professional, the agents and distributors of children's clothing have become more rational. Brand terminals are only one part of their inspection. They will also consider the brand's strength and concept comprehensively.

As a result, the impact of big stores on potential customers is also limited.

Analysis of the layout of "combination boxing"

"We will also have large stores, but it is not the main channel mode at present."

Taking into account this strategy is the main idea of trying to brand children's clothing.

As Li Wenbi said, high rent and low efficiency are difficult to get rid of at present, but big stores can set up brand image to a certain extent. Therefore, as an attempt of "combination boxing", big stores are becoming a channel strategy for children's clothing brands.

Take Hai Wei as an example, Zhang Huakai said that at present, Hai Wei's terminal channels are divided into seed shops, gold shops, profitable shops, online stores and discount stores. Among them, gold shops and seed shops are large stores.

"Gold shop is our model store, with an area of more than 100 square meters, with an annual rent of more than 500 thousand yuan.

The seed shop is located in a big store in the provincial capital city, which aims to radiate the surrounding areas and attract franchisees.

Hai Wei is a typical "combination boxing" attack. Its main store is a profit shop of 40-80 square meters, but in order to cooperate with the company's channel expansion, in the important strategic area, the company will still layout some large stores to radiate the surrounding areas.

In addition, according to Mamie Marka insiders, like Mamie Marka in Anhui and Henan flagship store will open more than 10 in the future, for more than 100 square meters of large shop planning is more than 300, 200 square meters above the shop planning is 50 or more.

Lin Jianhui also revealed that the future development of the "mmimaca" will have hypermarket stores mixed with shops.

It can be seen that the strategy of the big store strategy is also a set of "combination boxing".

Overall, the big store mode is still a trend.

But whether children's clothing stores can become a real trend, we need to make new breakthroughs in product and efficiency.

As Huang Liangsheng said, "it does not depend on the size of the shop, but also on how many things there are in the shop and what kind of culture it has."

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It is the absolute principle to break through and increase store efficiency.

There is no doubt that the image of children's clothing store is good, but it is not easy to make profits.

When there is not enough product support and not enough store efficiency, children's clothing store can only be a chicken ribs, or even a mine.

In fact, in order to have enough products to support the facade, many enterprises have begun to work on the products.

As early as two or three years ago, it began to expand its product line and develop different products according to the difference between the north and South regions and the second and three or four line markets. Lin Jianhui said that in the past two years, Mary Macaca spent a lot of efforts to integrate its product development with the international market. This autumn and winter products will have more than 1000 SKU put into production, and the red child has formulated the "123 plan" to create a children's clothing color research and development base; 200 designers have provided services for the red boy, 60 of whom have signed the designer for the red boy, and one year has designed 3000 garments as an order sample.

In addition to increasing the product style, small businesses such as leather and big brother will further develop their ideas and deepen animation marketing.

In Huang Liangsheng's office, there are all kinds of toys. Huang Liangsheng said that these toys, which are prototype toys, will gradually be introduced into the terminal. They will be used as props and gifts to enrich the terminal. At the same time, the little Playboy is also trying to develop children's shoes as an extension product for children's wear.

Guo Yongjiang, director of marketing, said that thumb has developed various derivatives to design shoes, hats, toys, bags and books.

To improve store efficiency, on the one hand is to enrich the terminal, on the other hand, it is necessary to deepen the retail management.

For this reason, the company has promoted "terminal performance" as an important strategic principle. Last year, it started a large-scale nationwide training workshop for dealers and shopkeeper, and launched the training of regional supervision trainers.

Nowadays, retail management has become an important topic for children's clothing enterprises.

Mamie Marka, red boy, Xiao Pi Pi and other enterprises have formulated a series of measures to strengthen retail management.

"Try to improve store efficiency and lay a solid foundation for such a big shop to last long."