Ningbo Costume "Hardcover" Exhibition Will Break Through The Expansion Of Specialty Stores

Yesterday, the most influential and influential clothing event in Asia, the twenty-first China International Garment Fair, was unveiled at the Beijing International Exhibition Center.

Ningbo clothing enterprises such as jagyu, Taiping bird, GXG, INTREX, Chun Zi Zi and other brands, "gowns" and "Ai Sheng" dress, are also coming to Ningbo to appreciate the fashion trend.

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< p > the export market is very sluggish at present, and the domestic market is also subjected to fierce competition from the peers, high market entry fees and the impact of the electricity supplier. The domestic sales in 2013 are not optimistic.

And brand stores with flexibility and control will probably become a breakthrough in domestic sales.

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< p > < strong > expand the shop trend, < /strong > /p >

< p > last year, external demand was shrinking and exports were sluggish. The increase in clothing exports in Ningbo was -5.3%, with a negative growth.

Under such circumstances, garment enterprises have intensified their efforts to pform the domestic market.

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< p > with previous emphasis on entering department stores, the exhibition of Ningbo enterprises has paid more attention to attracting franchisees to develop franchised chain distribution channels.

To this end, the spring bud, INTREX, GXG's ONE MORE, HP under the Pacific bird's banner, and GY under Ya GE's brand moved directly to the store in the decoration of the exhibition's image, and set up a channel to join the negotiation area.

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< p > for this reason, Chen Guoqiang, vice president of the China clothing association and deputy director of the China Clothing Industry Economic Research Institute, believes that the enterprises directly move the store to the scene and expand franchisees. The main reason is that the current shopping malls are asking too much price. Most stores charge more than 30% entry fees. This is a great initial investment for the clothing brand, and the shopping malls also need to collect additional activities fees. Once the sales performance is poor, the stores will be retreated. Therefore, the stores with relatively low initial investment cost will become the first choice for the clothing brand to expand the domestic market.

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< p > < strong > brand operation is in line with international < /strong > < /p >.

< p > in this wave of domestic sales, the operation methods of brand clothing are also more consistent with international practice.

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< p > first, the location is more detailed.

The brand "GOLDEN" from Spain defines the brand as "fashion business", aiming at business people aged 30 to 40.

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< p > "the era of eating men, women and children by a style or a brand has long been over. A successful brand must have a clear positioning and selectively develop consumer groups.

This is a common practice of international mature brands. "

Zhang Xiaofeng, vice president and Secretary General of Ningbo Fashion Association, said.

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< p > secondly, the design is also in line with international practices.

"With positioning, we must have the right style, fabric and color to reflect this position, so we must have good design.

Our clothing is positioned in fashion business, so we introduced Spanish brand and design, and set up a designer studio in Europe. Every month we have to produce different design products.

Ye Kejun, chairman and general manager of Ningbo goson apparel Co., Ltd., chief executive of China mainland, said.

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< p > "the way of operation of Ningbo clothing enterprises should be more and more integrated with the international market. Now Ningbo enterprises are all ready for manufacturing, designing, marketing, brand operation and so on. What is lacking is the idea and organization, like how to string a bunch of pearls into beautiful necklaces."

Chen Guoqiang believes that at present, Ningbo clothing enterprises have been walking in the forefront of their counterparts in the field of brand operation.

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< p > < strong > store will be more affordable > /strong > /p >

< p > "the price of clothes in shopping malls is expensive. It will cost more than 3000 yuan at any time, and the monthly salary of 10000 yuan can not afford to go shopping mall. This phenomenon is certainly not normal."

In the same period with the venue held in the China clothing business forum, Huang Zhaohui, who is engaged in clothing brand agency for more than 10 years, Beijing Junsi Zhuo Brand Management Co., Ltd. believes that at present, the inventory of some listed Brand Company is huge, which can not be digested in 3~5. The main reason is that the price is too high.

Relatively speaking, clothing brand developers are developing flat chains and realizing flat and controllable channels and reducing costs. On the other hand, they are more flexible in price operation. Compared with the discount restrictions on shopping malls, clothing brands have more freedom in discount sales promotion.

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< p > "enter the store at least 30% of the entry fee, many shopping malls also profit rebate point, too much pressure.

We will focus on developing franchised stores. This year's goal is to develop 1000 chain stores, and our prices will be more competitive. "

Zou Hong, general manager of HP, a fashion menswear brand under Taiping bird, said.

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< p > "we hope that by opening more stores and reducing the cost of single products, we can give consumers more feeling of being close to the people."

INTREX brand operator Zhu Shuchuan, general manager of Ningbo Bai Hong clothing industrial company, said.

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