"Terminal Retail" Driven Growth Of Local Brand Men'S Strength

In October,

The brand quietly dropped the curtain of the 2013 spring and summer new product order meeting.

After sighing, Zhang Zhang, a marketing director of men's clothing brand, issued a sigh: "today's past is different!"

Since 2008, he has witnessed the revival of the men's clothing industry from 2008 low and sustained rapid growth in the past 4 years. "This is the first time I saw more than 2008's industry downturn, and I was worried for the first time."

Zhang's worries are the worries of the whole industry.

A lot of men's clothing brand executives have privately revealed that this season's orders have never been seen before.

As a result, even though there are incentives for the economic downturn over the past two years, many people believe that the high level of storage and neglect of the terminals for many years is the real reason.

Under such circumstances, the order index has been abolished for the first time in some brand enterprises. This spirit of grandeur has made us see the ambition of the brand and dealers to "spend time together", as well as a good attitude of rational reflection and practical winter.

Dealers lose order and volume drops.

Although the results of this season's orders were expected, Zhang was still talking about the first day when he was ready to make an order.

In this once magnificent, crowded place full of three thousand people, now less than 1/3, and the remaining customers do not have the past "strength".

"In previous years, I shouted, the voice of the whole three thousand people could diffuse over the sound. Now, after I finished shouting slogans, I heard only a few soft voices."

Zhang is somewhat helpless.

"When I think of the pile of stock in my house, I totally lose my appetite for new products, not to mention ordering orders and ordering instructions."

At the ordering site, a dealer said that in previous years, they were most worried about seeing their own eyes and letting good goods run away. "This year, ordering is just a matter of course."

Zhang disclosed that there were three cases of those who did not attend the order meeting. One was that he felt that his order amount was very small and he was unwilling to waste travel expenses, so that the total generation would help to make a subscription or intend to purchase a small amount directly from the total generation in the coming year; one was too high inventory and unwilling to make new purchases; the last one was closed down.

The real situation made Zhang Chang dare not be too radical, because he had just received news from other brand dealers that a brand dealer had rebel.

This situation happened on the other side of the same line brand. According to the insiders, the brand will also require a minimum order of 400 thousand in the first few days of the order. The high pressure order index makes the dealer who has already had too much inventory overburdened, risking the risk of ripping off with the brand enterprise, and directly does not order to go home.

Under such circumstances, the final pcripts submitted by the final customers undoubtedly give a strong blow to the men's wear brands that have maintained many years of rapid growth.

According to a number of industry insiders, the ordering of this season is so bleak that even in the domestic business and leisure market, a solid brand line has not been spared.

The order quantity of these first-line brands decreased by 10% to forty per cent compared with the same period last year.

It is reported that apart from the rapid growth of some brands are maintaining a normal development, most of the brand's report card shocking.

From a general annual increase of twenty to forty per cent, it has fallen directly into negative growth. This is the first time that the men's wear industry has been falling all over the world for more than a decade.

A few years of soaring and buried bitter fruit

I have to confess that compared to the earlier sports bands that had already seen the decline, and the children's wear and women's wear sections that had not yet been reached, men's wear brands, especially the men's wear brands in the first few years, were indeed "spring days".

However, it is the hot years that make these brands forget the four seasons.

Mr. Wang, an industry insider who has worked for many years in front of men's clothing for many years, pointed out that "this kind of bitter fruit is buried in previous years, especially last year's violent growth."

"This spring and summer order was ordered in August last year, when the market was excellent, and we surged by 40%.

As a result, the sales rate has been very low this spring and summer.

High order and low sales generated a large number of stocks. Large quantities of inventory led to the lack of confidence in this order. "

Zhang Chang analyzed.

A brand marketing director Lin Zhipan pointed out that over the years, most men's clothing brands are still extensive wholesale business mode, only wholesale goods to channel providers, unable to help the total generation of team formation and corporatization operation, failed to truly guide and control terminal retail, resulting in poor retail power of the terminal, unable to digest high growth orders, and generate large inventories.

"Nowadays, huge inventory has led dealers to dare not order, and brand enterprises have also tasted the bitter fruits of developing their own businesses for many years without developing their own businesses."

Mr. Wang said.

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The sharp increase and then plunged, this winter is particularly cold.

However, as Hong Zhongxin, CEO, said, "the winter is not sudden but just not prepared."

Hong Zhongxin believes that the end of years of sustained high growth is inevitable, but the gap is so large because it has not yet strengthened itself.

Even as the leading men's clothing brand, in Hong Zhongxin's view, there still exists the idea of "wholesale pfer to retail". The construction of commodity R & D capability and retail operation capability still need to break through innovation and landing, and the professionalization process still needs continuous improvement.

Cancel order index, intensive cultivation terminal retail

China

Zhu Wenxin, the chief consultant of China Research International, explained in the interpretation of "competitive intelligence of garment industry in 2012" mentioned earlier that the phrase "solving the biggest pain of customers is the biggest opportunity for the brand".

Today, this sentence has become the brand's most thinking phrase this year, because the pain of customers is now in the heart of the brand.

In fact, Zhu Wenxin, as early as the July "2012 clothing industry competitive intelligence" interpretation, has predicted the cold winter of this year. In the explanation, Zhu Wenxin also questioned the pattern of ordering indicators that had been prevalent for many years.

To the industry, this time, in order to alleviate the pain of customers, the big brands such as "strong" and "Qipai" have decided to cancel the order index. Even some enterprises have reduced the proportion of orders, increased their stocking and shared risks with customers.

It is reported that seven wolves and other enterprises also took the lead in implementing a method of helping customers digest their inventory according to a certain proportion, according to the order amount of new goods, the recovery of customer inventory and so on.

In addition, the concept of "wholesale to retail" has attracted much attention.

In the brand of seven wolves, Jin Ba, Qipai, rich birds and men's clothing, this seemingly simple, but in fact is a big project to pform the business mode.

Hong Zhongxin said, "the essence of our industry is that we must have excellent shop performance.

Therefore, under the direction of the next stage of work, the focus must be shifted to the intensive cultivation of commodities and terminals, so as to enhance the level of development, change the development mode and rely on vertical growth to drive horizontal growth.

It is reported that the company has been working with professional retail design companies in the UK for a long time to enhance the retail environment, and to promote the installation projects in the second half of the year.

The seven card marketing vice president Tang AI Min said that 2012 is a year of great changes in the marketing management of Qipai. Qipai will take a series of policies and measures to provide support and risk for customers, and enhance the overall level of channel management, store management, customer management and commodity management.

The industry believes that whether it is to cancel the order index or to help digestion of inventory, or to really "wholesale pformation retail" on the agenda, in this round of winter, brand enterprises have begun to focus on customers and support customers, this is an industry's progress.

The industry is looking forward to spring.

The real winter is cold winter.

The sudden drop in orders has made the local garment industry feel a sudden pain.

It is gratifying to note that in the face of such a sharp decline, the clothing industry has not despair.

What we see is that companies are thinking hard and thinking about the solution.

In the past order season, reporters visited a number of brand order briefing.

During this time, more than one time, companies heard quotations from Chinese clothing Godfather Zhu Wenxin: "today is very cruel.

Tomorrow is more cruel...

The day after tomorrow will be wonderful.

But most people will die tomorrow evening without seeing the sun the day after tomorrow.

This kind of inspiration tells us what many brands think today. They know that this road will be more difficult. They are also more vigilant. They step by step to camp on a single log bridge, do their best, and believe that they will be the one who can see the warm spring sun.

No matter what, this winter brings us not only frustration.

As Hong Zhongxin said, "thanks for this winter, if this winter comes suddenly and rapidly, maybe our reflection will not be so deep and direct.

In the future, we may face greater risks or even recover. "

In any case, such an enterprise is able to stride forward and reflect on itself. If it can go forward with great strides, it can shoulder its responsibilities in a painful way.

In this way

Through the cold winter, the spring will be more abundant.