The "Factory Store" Business Model Appears In The "Commercial Depression".

"Factory outlets", "factory stores", "factory boutiques", "fashion experience Museum"...

There are a lot of stores like these, and some shops can sell 120 thousand yuan a day.

Recently, at the intersection of Zhongxing Road and Qun Xian Road, a huge billboard of two storeys has been released, attracting many people's attention.

Reporters yesterday found that in this year, there are a lot of enterprises in the area of "the former shop and the factory" and "the combination of industry and commerce".

Lian Zhao brand is also constantly upgrading, "factory outlets", "factory stores", "factory boutiques", "

"...

However, how big is the factory direct selling cake? A sales supervisor of a company gives a data, and the sales volume of their factory stores is up to 120 thousand yuan a day.

He said frankly: "there is a lack of business in the new area. This is a" commercial depression ", which gives the ROC enterprises the opportunity to take the" industrial and commercial combination "route.

The new exhibition hall + franchised store + network in the ROC enterprises.

In the bud, businesses need such opportunities, and citizens need such benefits.

In rojiang, it is probably not just a dream to form a factory direct street.

A.

Customer group to buy clothes in rojiang River

The factory store sells for 120 thousand yuan a day.

Yesterday, under the guidance of this huge billboard at the intersection of Zhongxing Road and Qun Xian Road, the reporter found the small store hidden in the enterprise.

The owner of the store is Zhusi Fangyuan dress and adornment Co., Ltd.

The store decoration is relatively elegant, which is comparable to the exclusive store on the commercial street.

Enter the

In a street building, there are many promotional advertisements inside the doorway. The whole small store is divided into two blocks, namely the "fashion experience Museum" and the "factory store", with a total area of about 600 square meters.

The fashion experience Museum opened in May this year. The most popular style this year is synchronized with the exclusive stores on the commercial street. The price of each fashion is between 400 yuan and 1000 yuan.

Factory stores have been running for several years, and business has been good.

Men's wear, women's wear, children's wear, T-Shirts, jackets, skirts and so on can be bought in this 400 square meter clothing store.

In the "franchised store" of "Guan you dress", the reporters found the situation similar.

However, in the new area of Zhujiang New District, how many enterprises are there in the "pre store and post factory" mode?

Yesterday, reporters visited two streets at random, and found 5 enterprises in this mode.

Why does the "exclusive store" hidden in the factory attract the attention of consumers? The main reason is that the price is relatively cheap.

"Compared with the flagship store on the commercial street, our latest fashions can be folded up.

For example, the same price of 1000 yuan dress, flagship store 10 percent off, here is 19% off, if coupled with the coupon price is lower.

If it is not the latest fashion, the price will be more affordable. The lowest price of the brand clothing is only 50 yuan.

Miss Ding Ding, a department responsible for the "Yuan Yuan", said: "because of the low price, it has attracted many consumers, many of whom are white collar workers.

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The reporter understands, "factory stores" more and more behind, with huge consumption power support.

We can get a glimpse from the data given by a shop owner.

"Our store's largest turnover can reach 120 thousand yuan a day, and about 3000 yuan a day."

B.

"Factory store" marketing mode quietly upgraded

From the initial sale to professional management mode

How far can the "pre store and factory" mode go farther in the "factory stores" where more factories are open? How can we make this cake bigger?

This is a problem for many executives who follow this pattern.

In the eyes of Yu Haisen, the marketing executive director of "Zhu's Fangyuan", this "cake" can be done more, and the key is the upgrading of marketing ideas.

"Zhu's Square" is heading in this direction.

Yu Haisen said, "we started the" factory store "from the bottom of 2010. It used to be called" direct selling shop "and now it is called" exclusive store ".

When a reporter asked if there could be a plan to upgrade the "exclusive store" to a more expensive store, Yu Haisen smiled and said it was not easy to disclose.

However, he believes that this new business model will lead to the formation of a "factory direct sales Street", which should not be far away.

In fact, it is not only the idea that "Zhusi square" is changing the operation of "factory stores".

A lot of factory stores are quietly changing their faces. They are no longer simply selling at a loss.

Some enterprises are engaged in "full delivery", some enterprises send "value certificates", some carry out "membership system" (as long as new products are released, they will advertise via SMS), some develop "network sales", and more enterprises simply introduce a group of professional salesmen to prepare for expansion.

But there are also some "factory stores" business models are relatively "rough".

"Although many clothing companies are engaged in production and marketing integration, many of them are for the purpose of selling inventory products."

Mr. Ding, a staff member of Guan you dress, said.

Although far away from the city center, the preferential price can firmly grasp the hearts of many consumers.

If you do it with your heart, this cake can really be done.

A person in charge of the company who did not want to be named said that this mode of operation is a win-win for both enterprises and consumers.

"Backlog of inventory, because of low prices, many customers can" Amoy "to" treasure ", we can also speed up capital turnover.

C.

There are many residents but there is no commercial atmosphere.

To fill commercial depressions, is it feasible for a factory to direct a street?

It is a win-win for enterprises and consumers to be a factory store.

In recent two years, market demand is weakening at home and abroad, and a large amount of inventory is an increasingly heavy burden for enterprises.

Yu Haisen said that the initial purpose of their company's attempt to run a direct selling shop is merely to digest inventory.

But for garment enterprises, whether domestic or export, there will be a certain amount of inventory, and now is the personalized era. In the 80s of last century, a style can be produced for several years. Now it is necessary to make thousands of styles in a year. Even if each sample is made 20 pieces, tens of thousands of garments will be produced in one year.

"These samples can not be sent to the mall for sale. What's the best way to do this?"

Of course, in the eyes of some entrepreneurs in this way, it is not the most important thing to just digest inventory.

A person in charge of the enterprise said that there were many residents gathered at the river, but they lacked commercial facilities and atmosphere.

"This is a" commercial depression ", which gives the ROC enterprises the opportunity to take the" industrial and commercial combination "route.

It is also one of the reasons why there are more and more enterprises in this area.

Reporters learned that in the province of Hangzhou, Tongxiang and other places, "factory stores" is also very popular, and some places even want to test the water, "factory direct sale of a street."

Can the factory directly sell a street in the form of "Robe"? For this problem, a few entrepreneurs who run "factory stores" think this is possible. The relevant person in charge of an enterprise is estimated to take only 35 years.

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D.

How far is this mode from "brand factory direct sale"?

Factory stores need to pay attention to operating means, business scope and so on.

The practice of establishing a direct selling shop in a factory area can also be found in foreign countries, which is called "brand factory direct sale".

Brand factory direct selling is a new way of selling abroad in recent years.

Trademark holders of international brands gather their products under the traditional retail channels and choose a place that is relatively far away from the city center but with convenient pportation. They constitute a large-scale direct selling center, which is sold directly by the brand (rather than the retailer).

Consumers in the brand factory direct sales center can purchase excellent quality two-line international brand goods from 70 percent off to 30 percent off amazing prices.

Therefore, this sales mode has been favored by brand lovers all over the world.

However, there are some imperfections in this mode of operation in Shaoxing. For example, the business mode is single and not mature enough. Some shops are simply staff attendant salesmen, and there is no professional experience from store managers to employees.

Professor Zhang Rong, Shaoxing University, said: "this kind of business mode is a mixed blessing."

There are many reasons for its emergence, mainly because of its lack of business as an industrial park.

The joy is that "factory stores" can help enterprises digest inventory, so that consumers can get tangible benefits.

However, as more and more factories operate their own stores in their own factories, there will also be many problems.

For example, the fire safety problem is different from the shopping mall in the factory area. Are these "franchised stores" meeting the requirements of fire safety?

Zhang Rong thinks, "this is only a pitional commercial mode of rojiang river. The formation of a street requires consumers to have a high degree of loyalty to specific products. This takes time to test."

Another question is whether it is necessary to apply for a business license when opening a "factory store". The reporter consulted the 12315 hot line of Commerce and industry.

The staff said that it depends on whether the business license of the production enterprise specifies whether it can engage in business projects, and if so, it is lawful.

Lawyer of the Zhejiang Jie Yang law firm Xu Jian Jun said that if an enterprise wants to sell itself, if the existing business license does not have a "sales" permit, it can go to the business sector to handle business license changes and increase business scope.

The tax department said that paying taxes is the obligation of every enterprise. While innovating the sales mode, enterprises should also operate legally within the scope permitted by the state law.