Embarrassment Of Clothing Store

Take the local mode of big shop

Recently, red light has been on the rise frequently.

On the one hand, the rents of the shops in the gold trading area are soaring, and the big shops are facing the embarrassment of high investment and low output. On the other hand, big stores are very helpful for setting up a brand image and providing a more perfect consumption experience.

For local brands, the increasingly popular mode of store has become an unknown number.

Big shop embarrassed

Commodious stores, dazzling products, consummate consumption experience, and chic decorations are all the feelings that clothing stores bring to consumers.

The big store mode meets consumers' material needs and caters to the psychological changes of consumers.

As we can see, the scale of brand stores is bigger and bigger. It seems to tell consumers, "here is the personalized pursuit and quality enjoyment you need, and you deserve it".

As early as a few years ago, local brands began to march into the "big store mode", but the result was not satisfactory.

At the beginning of this year, the news of enterprises closing large stores was frequently exposed.

The Me&City flagship store, which covers an area of more than 2000 square meters, is located in Huaihailu Road, Shanghai. It has opened for less than two years, and the lease is not yet full. However, it has to choose to close down because of the rising rent and the pressure of long-term losses.

Another Nike flagship store in Nanjing West Road, Shanghai, has suffered the same problem.

Businesses have been shutting down big stores, which has been questioned by the industry for a while.

Not only that, reporters visited, but also from the local brand store traffic to see a little helplessness.

Take Xidan, Wangfujing and other gold business circles as an example, the same style local brand stores compare with ZARA, H&M and other international fast fashion stores.

ZARA shop in the fitting room doorway, the payment desk long queue, and the next to the United States, Bosteng flagship store, shopping guide, "leisurely" wandering around the shop.

The reason why local brands are trapped

Why do many consumers like to go shopping at ZARA and other fast fashion brand stores instead of entering the same brand of local brand stores? Actually, the reason they give is very simple, because the products of ZARA and other brands are abundant enough to choose, but local brand stores are considered to be "empty skins" with large stores, few goods and slow updates.

From the update rate of goods, the average turnover time of domestic clothing brands is 185 days, while ZARA and H&M are about 15~50 days.

Even in the United States, which closely follows the pace of ZARA, it takes 70 days to turn around from design, finalization to production.

The response speed of the supply chain determines the sales profit of a company to a certain extent, and the turnover of commodities in the supply chain links means a depreciation.

In addition, taking the display of goods as an example, if the general stores do not have too high requirements on the number of styles, product themes and seriality requirements, but if the shop area reaches several thousand square meters and contains several floors, then the theme and seriality of each floor must have a very distinct distinction, and the goods must also be abundant enough, which puts forward higher requirements for product development.

At present, the domestic consumer market is faced with problems such as insufficient purchasing power and insufficient consumer confidence, which also affects the sales of many brand enterprises.

Experts say that with the rising cost of labor and the prospect of economic development, the expansion of large businesses may mean high risk, high investment and low output. Local clothing brands are probably not the best choice.

Whether an enterprise needs to open a large store should consider from the aspects of financial resources, operation level and consumer groups.

Game of input and output

The location and scale of big stores affect brand image even higher than regional advertising.

Some companies who are committed to big store marketing say with a laugh: "many brands refuse to open stores in prosperous areas, so the brand image is affected, and ultimately they can only fall into the low-end price competition."

However, according to relevant sources, only ZARA and UNIQLO international brands can be easily realized in the prosperous business circle.

Large shops are usually opened in the gold trading area of the second tier cities in China, and the high cost of shops in the gold business circle will naturally reduce the efficiency of the shops.

It has been reported that the price of the shops in the Huaihailu Road business circle has risen to 80 yuan per square meter per day, and more than 2000 square meters of shops are being rented in the area, with a rent of around 50 million yuan per year.

Although faced with the pressure of high rent, many brands still insist on setting up shop in prosperous business circle. This also shows that there is a certain return in this way, especially in brand image building.

From the perspective of direct store network construction, although large scale outlets have low investment return rate and long investment recovery period, they are very helpful in setting up brand image, providing a more perfect consumption experience and enhancing the confidence of neighboring franchisees. Some local brands believe that leverage is ultimately reflected in the growth of sales performance.

In this regard, experts believe that the brand demand and brand image created by big stores is one of the reasons that most brands are willing to invest in the big store mode. However, due to the rapid rise in the price of land rent in China, the pressure on many enterprises to open stores is very large.

If the rental of the shops is too high and the sales volume of the enterprises can not support the high rent, the losses will be much higher than the invisible benefits brought by the big store mode.

Balanced input and output -- clothing industry: a secret weapon to enhance the efficiency of big stores

With the increasing market competition, the main battlefield of domestic brands has gradually shifted to the two or three line market. More and more shops are opening up in the second tier market, but the improvement of the efficiency of stores is still the basis for the balanced input and output of enterprises.

Improving the efficiency of single store

High store operation cost is a difficult situation for apparel brands to get rid of at present. In order to achieve the successful operation of large stores, it is necessary to have product development and supply chain integration capabilities of large stores, strong product management capabilities and complete operation team reserves.

Wang Weiwei believes that in recent years, major clothing brands have been laying large stores in key markets, but the scale of expansion and the pressure of overall performance growth are becoming more and more serious. When developing more high-quality new stores in these cities is very difficult, we should start with improving sales performance of single stores to improve profitability of single stores and enhance overall operational efficiency.

According to the relevant data, the Ping Bang store has a flat effect of 22 thousand yuan, with a flat effect of 18 thousand yuan. There is still a big gap between ZARA and UNIQLO's international brands of 50 thousand yuan.

In fact, after recognizing this problem, the United States began to make adjustments, and the shop plan in 2012 was very prudent.

According to Metersbonwe media Commissioner Tan Weiping, this year, the United States store growth plan fell from 30% in 2011 to 5%~10%, and the focus will also be shifted from store expansion to store efficiency.

Needless to say, improving the efficiency of terminal stores is the most important factor in developing the big store mode.

However, this is a systematic project. It should start from many aspects, such as shop location, commodity management, retail operation and so on.

In addition, effective commodity planning and management is also the core step to enhance the efficiency of large stores, because large stores need richer and more innovative product portfolios.

Large shops usually have special product lines, but because the number of flagship stores is limited, the volume of products for special products is relatively small, which can not play the scale effect of production, which has virtually increased the marginal cost of large stores.

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Small shops should not be abandoned.

Each brand's big shop disputes, concentrated on the market share, improve visibility and sales performance.

But the pressure brought about by this is obvious. At this time, enterprises must work hard to train excellent managerial talents and sales personnel.

International clothing brands and local clothing brands need a lot of excellent talents to manage the shops in an all-round way. This is also the key to profitability.

However, it is not only large stores that can set up brand image to attract the attention of target consumers, and ordinary stores can do likewise.

By creating a series of products with distinct themes, the store can also make customers reluctant to return by virtue of effective and distinctive management.

Cui Wei Department Store Ordifen underwear counters only less than 60 square meters of area, but won the gold medal sales performance of the entire floor underwear, and adjacent to the love, Ttiumph and other shop area is two times.

The store sold 400 thousand yuan in May and became the Beijing regional Ordifen brand monthly sales champion.

Yang Yun, the manager of the store, shared the real reason for becoming a champion with reporters.

First of all, only in-depth understanding of products can improve the quality of sales.

The salesperson needs to study the professional knowledge of the product carefully and try on the new product before he can understand the characteristics of the product and the problems encountered by the customer.

Secondly, we need to establish a tacit relationship with employees, rationally allocate jobs so that employees can perform their duties.

In addition, Yang Yun believes that even a smaller shop has its own culture and unique characteristics of its own shop.

She has carried out activities such as "fitting room culture", "product characteristic culture promotion" and so on, and has made more and more repeat customers and VIP customers.

It's internal strength.

Opening a large store is an important means to establish brand image, and the brand's innovation ability and cultural connotation are the key to resonating with consumers.

In the clothing industry, the cultural connotation and design quality of the brand is an important factor affecting the clothing marketing. The design style of the product determines the acceptance and love of the target customers.

Si Fan brand persistently year after year with different themes and various ways of promotion to infect its consumers. Zhou Yan, President of Dalian Si Fan clothing and apparel Co., Ltd. believes that a large part of the clothing brand image is built on the basis of design thinking and cultural taste, and brand recognition and profitability are based on the consumer's recognition and pursuit of this cultural taste.

Yang Ziming, CABBEEN fashion director, said the Chinese mainland

To stand out on the world fashion stage, the brand must first adhere to the original, adhere to the national culture and stick to its own design style, only in this way can we make our own voice.

Then, even if someone else tore off the product label, the customer could recognize it as your brand.

The design idea and cultural connotation of brand are the media to attract consumers and dialogue with consumers. Consumers are satisfied with the cultural atmosphere through appreciation of design.

And to accurately express the voice of consumers, and at the same time distinguish from competition, they only rely on differentiated brand design concepts, so as to improve the added value of products, and finally win the recognition and favor of consumers.