"Extensive Farming, Fine Farming" -- Integrating Some Adult Retail Brands Into Children'S Wear Market

In 2012,

When making profit assessments for terminal stores, and closing down inefficient stores to integrate channel resources, children's brands have stepped up the development of terminal channels, including the wide market strategy of "extensive farming and fine farming", as well as various supportive policies that are compatible with terminal system construction.

In the strategic adjustment of adult sports brand and children's brand "one by one", some retailers began to change their camp.

Integration of some adult brand retailers

"This year, there is indeed a situation that adult sports brand retailers are turning to children's brands."

This is a situation in South market, especially in Jiangsu and Zhejiang provinces. The children's brand agents have absorbed some adult retailers in the process of laying channels.

According to the introduction, some adult brand retailers who turn into children's brands are partly due to the sluggish adult sports market and actively adjust their brand names. Some of them are eliminated from the adult brand channel optimization strategy and pferred to the children camp. For example, some adult brands require stores to be more than 100 square meters, and some weaker retailers can not achieve them.

Kasiron chairman Ding Canyang also observed this phenomenon. "In the past two years, the channel of children's brand has been expanding rapidly, and on the other hand, it has been constantly optimized. Many couples shops are not keeping pace with the development of enterprises in the process of brand development. Therefore, the company is also developing new retailers while eliminating some poor stores.

In the process of rapid expansion of children's brand channels, integrating some agents, retailers and stores with adult brand operation experience is obviously more labor-saving than developing new channels.

There are differences in operation mode.

"However, this integration can only take place in some parts of the world. Children's brands are not realistic enough to take over the retailers and stores that have been eliminated from adult sports brands."

Ding Canyang said, "because adult brand agents, retailers' business models and store locations are not necessarily suitable for children's brands."

Luo Zhengming told reporters that although most of the children's brands refer to the monopoly system of the adult sports brand, there are great differences in the location of the store. "Many brands of adult brands are located in the gold position of the city, while children.

Because of the "low unit price and low profit margin", the profit of selling a single item is equivalent to the profit of the adult brand, and the main store is in the three or four line city, or the second business circle of the first and second tier cities.

Therefore, even if we want to integrate, we can only integrate adult brands in two types of streets and three types of street stores.

In addition, whether a sports brand agent can adapt to the operation mode of children's brand is also a problem to consider.

"Sports brand management category is relatively simple, generally two categories.

Children's brands include more shoes, leather shoes, sandals, boots, roller skates and so on.

There are also English winds, campus winds, outdoor winds, leisure winds, and so on, and the sizes of clothing and shoes are larger. The shoes range from 20 yards to 42 yards, and clothing ranges from small children to big boys.

It should be said that children's brands have higher requirements for agents' commodity management.

Ding Canyang said.

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Layout of stores by "combination boxing"

Although the profit of children's shoes and children's wear is low, it is unable to enter the first-class business circle in a large range, but in view of the opportunity of integration of adult brand channels, Li Xiaolin, the head of the Guangdong region of the Royal baby, analyses: "the child brand can be used by the adult brand terminal shop to shuffle the cards. The core business circle of the city is arranged in 1 - 2 big stores, the rest of the store is still located in the sub business circle and the non mainstream street.

The role of large stores is to build up popularity, enhance the overall image of the brand, and also serve as an experiential store for brands and consumers to interact with each other.

It is understood that many children's shoes brand has begun to try the "big shop mode".

Mamie Marka opened a flagship store with an area of over 500 square meters in Anhui and Henan. The children's wear of seven wolves, children's clothes, Anta KIDS and other children's stores also had larger stores. At the same time, the responsible persons of red boy, Xiao Pi Pi, Hai Wei and Ji Jile indicated that they also set up some 100 square meters larger stores.

However, at present, most of the children's brand layout shops adopt the way of "combination boxing". For example, the flagmi store project is more than 500 square meters of flagship stores, and more than 10 stores will be opened in the future. More than 50 square meters of shops are planned for more than 200 square meters, and more than 100 square meters are planned for more than 300 stores.

Although Hai Wei has laid out a gold shop and seed shop with an area of more than 100 square meters, the main shop is still a 40 to 80 square meter profitable shop. The main purpose is to cooperate with the company's channel expansion to play a role in the surrounding areas.