The "Gome Mode" Of Garment City Is Still Ahead.

Which industry will be more difficult to manage clothing and electrical appliances?

"My heart is too thick, cloth and seasonality make me headache. I can't do it.

And electrical appliances, we all need to use, the risk is not great, as a few pieces of the time, electrical appliances are more expensive, and will not be eliminated very quickly, relatively stereotyped, I do it more appropriate. "

For Wong Kwong Yu, it is clear that the clothing industry has made him even more worried.

In fact, 17 years old.

"North drift" to Beijing, he passed the relationship between Guangzhou, to almost 150 thousand worth of clothing, he decided to become a clothing seller.

However, for a long time, Wong Kwong Yu did a few odd businesses every day and made dozens of dollars.

His clothes are not as good as imagined, and there are even backlogs.

In 2004, Wong Kwong Yu was 35 years old. He left his first clothing store in Beijing for 17 years. He made a year of "clothing sales" and pferred to the electrical appliance industry. Wong Kwong Yu jumped to become the richest man in China with the assets of 10 billion 500 million yuan and became the 2004 Hurun rich list.

Due to the development of the electrical industry, Wong Kwong Yu began to become the benchmark of Chinese business. After that, he returned to the top of the list of "2005 Hu Run rich list" at 14 billion, and won the richest list in China with 43 billion yuan and third fortune in the 2008 Hu Run list.

Twists and turns, Gome defeated the clothing industry

Though defeated in costumes, Wong Kwong Yu and his

It is not willing to abandon the garment industry, which has 1 billion 300 million population market "never outdated".

"China's clothing industry needs a stage of brand aggregation."

In the plan of Wong Kwong Yu, an electric appliance chain predator, "Peng run international fashion trading center" is a stage of clothing brand.

According to the plan, the "Peng run international fashion trading center" has an international exhibition center with a total construction area of 12000 square meters, which can accommodate nearly a thousand booths. It has international conference hall, business center, publishing center, news center, leisure salon, etc. nearly four thousand square meters open column Exhibition hall is unique in the domestic clothing market.

According to the insiders at that time, the project has not officially entered the market, and thousands of operators and investors have shown strong tenant intentions for the project.

The reason why "Peng run international fashion trading center" has received such attention and favor is not only because of its investment projects for Wong Kwong Yu, but also because it is a revolution in upgrading traditional clothing retail in terms of hardware, software and so on.

Zhao Ping, President of outstanding apparel, said Gome and investors wanted to build the "Peng run international fashion trading center" into the most high-end and professional fashion and fashion flagship display center and the global fashion brand sourcing base in China.

According to its plan, under the impetus of "Peng run international fashion trading center",

"In the next five years, we will establish the Peng run chain business network in the national million population center cities, and gradually form a coverage network of distribution through-train and Qu Daocheng portal.

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Gome has made great progress in fashion apparel industry, which is likely to bring a revolutionary development to the circulation industry of China's garment industry. However, it is time to test whether it can achieve the desired results.

However, in November 17, 2008, Wong Kwong Yu was taken away for custody in the crime of insider trading.

After that, the second intermediate people's Court of Beijing declared that Wong Kwong Yu constituted the crime of illegal business operation, insider trading, bribery of the unit, and the joint punishment of three crimes for 14 years. The punishment was 600 million yuan and the personal property was confiscated by 200 million yuan.

The second instance upheld the original judgment.

This seems to have greatly affected the construction progress of the "Peng run international fashion trading center" project.

After the first snow in 2012, it was once widely known that the Gome commercial city complex, which will be bought by HNA, is still standing in the cold wind.

A reporter interviewed that part of the outer wall decoration works on the southwest side have not been completed yet.

In fact, Gome does not seem to want to wait for the slow development of clothing business projects. It is eager to find a breakthrough in the clothing industry. This time it looks at the lucrative outdoor apparel industry.

According to the statistics of China Academy of industry research, the sales volume of China's sporting goods industry has exceeded 100 billion yuan in 2011, and the annual compound growth rate of sports industry in 2010 -2013 is expected to remain above 20%.

"Take kappa as an example, the net profit of the brand is around 30%, and Gome's turning to the sports market is purely a consideration of profit."

Clothing brand expert Yang Dayun said that compared with the meager profits of electrical products, the gross profit rate of clothing products is higher.

In 2010, Gome set up a "Gome" company to enter the sports outdoor apparel market.

In April 2010, 16, the first shop of Gome, Wanquan River, began its trial operation.

With the channel and logistics advantages established by sales appliances, the success of Gome is just around the corner.

For domestic scattered mainstream outdoor terminal channels, the speed and efficiency of chain is self-evident.

At that time, Gome had about 1300-1500 stores throughout the country.

If the "Gome" business model can quickly mature, then the GOME stores will soon be seen everywhere in the country.

In January 18, 2011, "Gome" was officially renamed "Gome sports". Huang's family Huang Xiuhong announced in a press conference that "next year, 5 years," Gome sports "plans to set up hundreds of large stores in the country and gradually build" Gome sports "into a large professional chain enterprise with the same influence as Gome.

"Gome sports" initially established a good vision for itself, hoping to rely on the mode of super large stores, e-commerce, directory and direct mail, with the help of Gome's members and logistics resources, and relying on the "Gome sports" shop in Gome set up shop, to "bite" on the big cake of the garment industry.

Gome has a wealth of retail experience, so it is probably not difficult to copy another Gome in the clothing industry.

But in fact, they underestimated the difficulty of this situation.

It is not easy to "cross the mountain like a mountain and take the electrical retail as the pillar of Gome, and set foot in the sporting goods retail business."

At the beginning of the shop, many people in the clothing industry were not optimistic about Gome sports.

Unfortunately, it is said.

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At the end of September 2011, the "Gome sports" Chaoyang Road store was temporarily closed after a year of loss.

And 3 months later, the only remaining store was doomed to shut down.

Not only did we not complete the goal of opening the shop at the beginning of last year, but only two stores were shut down.

"Such a result is not very surprising, Gome's lack of understanding of the clothing industry."

In the less than a year, Gome sports began to shrink in stores. Zhang Ming Quan, a senior brand marketing expert, said that the advantage of Gome lies in the resource advantages of terminal outlets, but its resources in sports apparel and other clothing are "zero".

When does the "Gome" come into being?

Gome's "clothing road" stumbles, twists and turns eventually dystocia.

Then, can the clothing industry adapt to the "Gome" mode like the electrical appliance industry, and store the clothing of the major brands in chain stores?

If you visit all the shopping malls of Xidan business district in Beijing one day, it is not surprising that all shopping arcade footwear sales areas are all BELLE and its brand. BELLE is expected to occupy the main department store site and pform from a footwear manufacturing brand to a "strong channel brand".

Although BELLE is far from the hypothetical target, this trend is becoming clearer.

In 2011, BELLE international, the largest female shoe distributor in China, returned to Southern China under the command of the largest sporting brand agency in Shenzhen, the leading sporting goods company.

Business resources are limited, especially in the first tier cities and provincial capitals of Beijing, Shanghai, Guangzhou, Shenzhen, and so on.

Unlike AOKANG looking for independent shops to open stores, BELLE launched a "enclosure campaign" specializing in department stores in 1998. In a department store, you will see BELLE's multiple brand counters.

This may explain why the high-end GOEX is abandoning its cooperation with AOKANG for many years to switch to BELLE.

"However, there are still weaknesses in the current BELLE channel mode: first, the risk of market development. Because of its main high-end line, the consumption capacity of the two or three tier cities is lower than that of the first tier cities. BELLE's further expansion is facing a profit risk. Secondly, the BELLE agency's brand occupies a larger share of its business volume, and the share is higher and higher with the M & A, but BELLE can't guarantee the renewal of these brands after the expiration."

Zhang Mingquan, a senior brand marketing expert, said that these weaknesses undoubtedly gave competitors and dealers opportunities.

As a matter of fact, the clothing industry is no longer short of following the Gome's "brand aggregation, small profits but quick turnover" business philosophy, combined with the reality of clothing industry, exploring the practice of innovative chain sales model.

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Tong AI women's clothing has been praised as "behind the scenes" in the industry of brand clothing chain stores.

The unified love women's clothing chain store is the brand clothing gathering place. Its trend women's clothing includes many brands of women's clothing, which has both the international brand clothing and the new fashion brand clothing.

Not only that, the price of unified love dress chain store has been reduced to the lowest level, tens of yuan can get a good quality brand dress.

With its geographical advantages based on Guangzhou, Tong AI women's clothing has been engaged in the "wholesale and zero supply" business in the past ten years.

And relying on the prosperity of Guangzhou garment processing industry, the headquarters of the unified love women's clothing store has more than 100 production enterprises signed a purchase and sale contract, and it can get the latest products such as single tail goods, chasing list, merchandising, new products outside the plan and so on.

However, after many years of development, due to some subjective and objective reasons, the uniform love dress has not achieved great success, and it is difficult to be as amazing as Gome in the home business.

And its flagship "low price" also makes many clothing brands afraid to influence the brand image.

As a matter of fact, industrial clusters in different places have been trying to explore "early".

The "Gome mode" is the main mode.

In April 2009, the "Zhongshan clothing city" was born and put forward the slogan of "the beauty of the clothing industry". It hopes to integrate Shaxi casual wear, big jeans and Xiaolan underwear, and fight together to develop the domestic market with a unified name.

For the dozens of garment industry clusters in Guangdong, the establishment of sales channels is a common problem. With regional brands selling together, regardless of whether this mode can finally achieve success, "Zhongshan clothing city" will become a test target for Guangdong's manufacturing to Guangdong's sales process.

According to the original plan, there will be 15 "Zhongshan clothing city" platforms in 2009.

However, due to the pressure of funds and management problems, "Zhongshan garment city" has not been running smoothly in Zhongshan, and its entry to Guangzhou and Qingyuan market is also not good.

In the end, after 5 months' operation in Zhongshan, the "Zhongshan clothing city" ended up in business because of the chain breaking and poor management.

"Every time you sell a piece of clothing, you need to hand in 10% of the money back to the shopping mall.

For example, a pair of jeans will be sold on the first floor for 90 yuan, with a price tag of 99 on it.

The price is high and the profits are decreasing, and the suppliers will certainly not. "

Informed sources revealed that the collapse of "Zhongshan clothing city" was not only due to "untimely", but also because the business model was "not sociable".

"In recent years, the garment industry has maintained steady and steady development. The construction of garment cities around the city is also an inevitable choice, but the understanding of the clothing city can not be taken out of context.

At present, most clothing cities aim at the scattered distribution of enterprises, the low grade, and the difficulty of playing the scale effect.

Insiders pointed out that "how long the scale effect can be completed" is a problem that business operators, investors and local governments must consider when constructing a garment city.

At the same time, the retail enterprises involved in the clothing industry are constantly exploring the "Gome" mode of the clothing industry.

If we go to the main store and gather numerous popular brands or high-end brands of equal strength, it is very likely that shopping centers and shopping malls will become innovative ways to explore the Gome mode.

"Orlet mode" can be seen as a test ground for the "Gome mode" of the clothing industry in the luxury sector.

Zheng Shuifa, senior researcher of retail industry, said that at present, there are more than 200 outlets in the country. As a new form of domestic retailing, its development prospects have attracted wide attention from the industry.

In 2002, Beijing Yansha oorlies Shopping Center opened, in 2003, a number of outlets to Shanghai; in 2005, Nanjing ushered in the first pioneer Oteri J...

Oteri J grabbed all the cities in a thunderbolt. Beijing, Shanghai, Ningbo, Suzhou, Chengdu, Changsha and other places were filled with the smoke of Oteri J.

However, not every orlis is as hot as Beijing's Yansha orlies and Shanghai Qingpu outlets. On the contrary, in recent years, the symptoms of ootles's acclimatization are increasing.

Many outlets are running poorly, or even shutting down.

"Excessive reliance on foreign brands, lack of influential domestic brands, high tariffs, quality problems and other factors have become an important reason for restricting the development of domestic outlets."

Wu Jian, who is engaged in research in the field of retail for many years, says that the mode of otaice should be the "national beauty" of the garment industry, and the road is still long.

"The sales channels of China's clothing industry are still not perfect, and they are very missing. These ideas are very good, but they are very easy to implement."

Qi Hui, chief consultant of Beijing wonderful Retail Management Consulting Co., Ltd., said, "how to graft the Gome mode into the channel management of garment industry" is not as simple as it imagined.