Analysis Of The Change Of Shopping Channels In Garment Industry

The proportion of American fashion channels is different from that of Chinese fashion channels. The channel of shopping centers in the United States is the mainstream channel, but the wholesale market below the three tier cities in China is a main channel. The market share of clothing stores is 3%, discount stores are 2%, mail orders and networks account for 5%.

　　 Format mode development trend

The clothing industry is the largest part of shopping centers, especially the urban shopping centers. Shopping Mall The ratio is greater than 50%~60%, so the research on garment industry becomes very important. In the past, the clothing industry was divided into six formats in the field of shopping center. Due to the development of these years, the format mode is not only six, but also seven or eighth.

The first is fast fashion, second comprehensive department stores, third are professional department stores, fourth are fashion design, fifth are basic fashion, and sixth are top fashion.

Multi brand stores, multi brand integrated stores and so on are all department stores. The large scale is called comprehensive department stores, and the small ones are called professional department stores. Whether the store is a multi brand structure or a single brand structure, the industry collectively referred to the form of clothing into the department store and brand monopoly.

When it comes to the department store format, we must study the history of the development of global department stores. Guo Zengli, director of the development center of China shopping mall industry information center and China shopping union shopping center, is an expert in this industry. He introduces the development history of department stores from a simple comprehensive stage to a specialization and differentiation stage, and then to a deep specialization and specialization integration. There are altogether three important stages.

At present, in Europe and the United States, Asia is showing a different competitive situation, department stores in the first heyday of the rise, after 1985, in fact, there has been the embryonic form of department stores. Before World War II, department stores had an important period of rise. The department stores at that time were different from today's department stores.

At that time, department stores bought all kinds of goods in daily shopping and non daily shopping. The department store was the first form of selling goods into different categories. This is the first form of grocery store before department stores. It was the first industry to use category or category, and the price was clearly marked. Earlier in Europe, shopping malls in the United States also negotiated prices. The marked price is the most important symbol of department stores, so it was in the Second World War.

In the mid 80s after the end of World War II, there were significant changes and transformation in department stores. In the course of development, department stores were replaced by chain supermarkets, which is an important feature.

From the mid 80s to the present, the evolution of department stores was the first large-scale development of category killers. Meanwhile, there was also a clothing type department store killer in the clothing field, and began to order independently. When department stores began to decline and transform, food retailers began to innovate. This is the time when important shopping centers began to appear.

In fact, the retail industry in the world is growing largely in department stores, through the continuous development of category killers in department stores, and constantly developing independent products and developing into new formats.

There are very important killer categories in department stores, such as household appliances, furniture, cosmetics and clothing, which may be a great impact on the original format of department stores. This is a very interesting phenomenon. But this phenomenon should be very obvious in Europe and the United States. The largest department store in Europe has disappeared now, and large chain department stores are basically transforming. Now there are many department stores in Europe that may be small department stores.

But in Asia, the development of Asian markets is lagging behind that of Europe and the United States. Even in Japan and the Korea Companies, it is still a very important form of business. For example, Lotte Department Store is a big Mac in the Korean market, but its share in other countries is declining and is undergoing a very important transformation.

Wang Jing, chairman of Jiuzhou Vision Business Management Institute, has studied this deeply. He believes that the two trend is the Department Store transformed into a shopping center through specialized integration. The second is to carry out deep specialization or market segmentation, enter the category of professional department stores, and develop to professional department stores.

At present, there are two formats transformation, one is to develop shopping center, the other is to develop professional department stores. We have subdivided the department stores in terms of grades. There are still many forms from the perspective of format research. What we are talking about here is simply the mode of grading according to grades, including luxury department stores, professional department stores, brand discount stores, and parity department stores. {page_break}

Brands such as Lian koff, such as Parkson, Pacific and Wangfujing, are relatively high-end companies. There are parity stores such as Jia Shi and Huarun Wan. They are called parity or cheap department stores. They grow very fast at cheap department stores in Japan.

In the past, the maturity of the market has been evolving for one hundred years, and all the markets in China are alternately carried out. Clothing market The trend of innovation and development will change from traditional department stores to large general department stores to fashion department stores, then to department stores with fashion as the core, then to department stores and then to continuous innovation, which should be the way of the future. Traditional shopping centers, comprehensive department stores and later department store shopping centers are actually growing paths.

At present, leading department stores such as Yintai, Jin Ying and Lotte have entered shopping centers, Yintai has opened shopping centers in Hangzhou, and Jin Ying has shopping centers in Shanghai and Nanjing. At the same time, department stores tend to balance their independent properties and shopping centers, because department stores have larger areas and larger stores, which is becoming less and less matched with shopping centers. The stores are getting bigger and bigger, which is basically no less than 50 thousand square meters.

　 Opportunities brought by subdivision of formats

Brand integration stores are called professional stores in the retail sector in Europe. For example, Jorya does many brand stores in Fujian. It is understood that many large brands are also entering different brand stores. In addition to department stores and brand monopoly, it is a form of selling only one brand in a monopoly store. The industry is divided into four formats:

The first is called top fashion, the important designer brand, emphasizing independent design, serving the market segments of the rich class, high quality, high price and high gross profit, brand and design are driving factors. The second is fast fashion, large classification, intensive design management, fast style change, speed is king, serve the popular market, fashion and price parallel. The third is fashion design, imitation of top fashion, service to market segments, emphasis on individual needs, higher prices, designer orientation.

The fourth one is the basic fashion, the large classification is complete, the basic section is the main, serving the popular market, value orientation (cost performance), quantity driven. For example, the brand of UNIQLO is actually not in line with the basic fashion. GAP is the typical representative of basic fashion. GAP has recently been in transition, and now it can achieve eight ninth goods. This transformation is obvious, but the classification of the format is different.

Fast fashion and basic fashion are all in the category of big shop, while top fashion and design fashion focus more on market segmentation. From the emotional appeal of the top fashion, it can be seen that it emphasizes classics and nature. From the perspective of its channels, shopping centers and department stores are balanced.

　　 Basic fashion The positioning emphasizes the convenience and frequency of purchase, and the whole category of business. Designer fashion, even though the top fashion and basic fashion are excellent from share and monomer, in fact, they will be differentiated in the future. For example, in the future, shops like ZARA will come in and everyone will feel great and differentiated. In fact, on the contrary, the real difference is the emphasis on personalized sense of belonging. It belongs to the western market. For example, Shenzhen has Shenzhen designers, Hangzhou has Hangzhou designers, Beijing has North style designers, these are the real sources of differentiation.

By studying the statements of listed companies, in fact, the factors that affect the market value are not just sales. You can see that GUCCI and PPR have double factors affecting their market capitalization.

In the field of clothing, ZARA H&M PPR Esprit GAP will grow more in the future. Doing in China Top fashion There are few and no easy people, but there are still many opportunities for basic fashion. In addition, the top value of fashion and design is growing fast. In fact, the top market is growing very fast in China, luxury goods, but relatively equal in market share.

Wang Jing believes that there are five major trends in the clothing industry in the future: first, department stores will develop in a two-way way towards shopping centres and professionalism. Second, fast fashion and basic fashion lead the industry, and the difference between them is increasingly blurred. Third, luxury goods are growing fast in China, but the market share is relatively stable. Fourth, the slow growth of designer's fashion is the main factor for the differentiation of shopping centers. Fifth, the growth of many formats is still the mainstream of the future market.

In the future, the channel of department stores may decrease. The first channel in the United States is shopping centers, followed by department stores and hypermarkets. Discount stores accounted for a relatively high percentage of sales in the United States, accounting for 2% in China, and 12% in mail shopping online.

At the same time, various formats are also playing different roles in the shopping center. Comprehensive department stores are mainly independent shops and shopping centers are subsidiary; professional department stores are mainly shopping centers and independent shops; the top fashion shopping centers and department stores are equally important; fast fashion shopping centers are the main and independent stores are subsidiary; the basic fashion is shopping centers and independent shops; the design trend is department stores and flagship stores.

It can be said that the future channel change is very important as the industry develops from dumbbell type to spindle type.