Quanzhou Shoe Clothing Transformed From Parallel Growth To Vertical Growth Into Industry Consensus

In 2012, the transformation of "wholesale" to "retail" was transformed by Quanzhou. shoes Unprecedented attention has been paid to the service industry. Anta (franchised store), seven wolves (franchised stores), Jin Ba, Qipai, rich birds and so on a large number of well-known shoes and clothing brands in Quanzhou have been or are carrying out this great project.

From wholesale to retail transformation, it is important to increase the proportion of Direct stores and enhance the flat efficiency of single stores (i.e., the annual sales performance per square metre), from parallel growth to vertical growth transformation has become the industry consensus.

　 Shop closed

Channel mode changes

In the past year, many shoe and clothing brands have chosen to eliminate the unsatisfactory terminal, which is undoubtedly a rational return of the industry.

According to Li Ning Co's last year's report, in the first half of last year, Lining closed 1200 stores on the whole, and the proportion of Customs stores was 15%. By the end of September 2012, PEAK authorized 6739 retail outlets in China, a decrease of 1067 from the end of 2011. Anta, 361 degrees and other companies in their annual reports also said they would adopt a prudent shop strategy, decided to adjust the speed of opening shop.

Compared with sports brand, clothing Brand has greatly slowed down the pace of opening stores. It is reported that the United States Clothes & Accessories At present, the total number of stores is about 5200, and the number of new shops and stores in the second half of last year is quite similar. In the first half of 2012, the seven wolves also closed 80 to 90 blue chip shops and children's wear shops with poor performance, with a net increase of 5 stores.

The main brands and sub brands in the first half of this year only increased by 81 and 37 respectively. Li said that it would prudently adjust the pace of opening up to the market and reduce the risk of expansion in unstable economic conditions.

The elimination of low efficiency stores or slowing down the pace of opening up shows that the footwear industry in Quanzhou is calming down on how to go further in the future. A senior shoe clothing observer said: "in recent years, as the number of retail outlets has been saturated, the performance growth of most enterprises has become a bottleneck. Footwear companies must break through the retail efficiency."

From the point of view of efficiency, most of the shoes and clothing brands in China are less efficient than 10 thousand yuan per square meter. In the year, they have a big gap with the international brands of 30 thousand yuan to 40 thousand yuan per square meter.

　 Wholesale to retail

Strengthen terminal control

Heritage clothing is a company specializing in R & D, design, production and sale of Chao men's menswear. For a long time, the company has implemented a large wholesale business mode, supplying Sanford and other shopping malls and other enterprises, without its own brand and retail terminal. "We are more and more aware that enterprises have their own retail terminals, and they will be emboldened in the future competition."

Wang Yonggang, general manager of the heritage company, said, "in 2013, the company's initial goal was to open several stores of its own, starting with stone lions and surrounding areas, and building their own stores. retail Channel. " In addition to the casual men's wear such as inheritance, there are nearly 1000 stores in Jinyuan women's clothing in 2012, and neighbourhood girls and proud names are also developing their own retail chains. The number of proud channels has doubled over the past two years.