Changes In The Mode Of Closing Shop Outlets

The channel pformation of "P" > "wholesale" to "retail" has received unprecedented attention from Quanzhou's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "service industry.

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A large number of famous shoes and clothing brands in Quanzhou, such as Anta, P, Qipai, Qipai, Qipai, Fu and so on, have been or are carrying out this great project.

From wholesale to retail pformation, 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 pformation has become the industry consensus.

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< p > < strong > channel mode change: < /strong > /p >

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

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< p > 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.

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< p > compared with sports brand, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand greatly slowed down the speed of opening shop.

It is reported that the United States a target= "_blank" href= "http://www.91se91.com/" > dress < /a > at present there are about 5200 stores, the number of new shops and stores in the second half of last year is quite similar, and the speed of shop opening in the future is slowing down.

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.

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< p > to eliminate low efficiency stores or slow down shop opening speed, which shows that the shoe and clothing industry in Quanzhou is calmly thinking about 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 domestic shoes and clothing brands are less effective than 10 thousand yuan / square metre in the year, and there is a big gap between the 30 thousand and 40 thousand yuan / square meters of international brands. Optimizing the store structure and commodity mix and improving store efficiency are the problems that many shoe and clothing brands will have to face immediately.

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< p > < strong > wholesale to retail > /strong > < /p >

< p > < strong > enhance terminal control power < /strong > /p >

< p > 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 heritage company, said, "the initial goal of the company in 2013 is to open a few of its own stores, starting with stone lions and surrounding areas, and creating their own retail channels."

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.

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< p > in the establishment of its own retail terminal, more large enterprises will focus on how to improve customer entry rate and purchase rate, and improve the efficiency of single store.

In the past two years, seven wolves have been pushing forward the strategic pformation from "wholesale" to "retail", and the focus of management and service has been reduced from agents to distributors to ensure that management is optimized to sink to every terminal.

Speeding up the construction of direct operation system is an important goal of its channel construction in the next few years.

It is reported that as of 2011, there were 530 Direct stores in seven wolves, accounting for only 13.3% of the total number of stores. The company plans to add 1200 stores in two and a half years, of which 40 flagship stores and 50 franchised stores are going to take the form of self purchase storefront. By improving the proportion of direct sales, we will optimize the layout and structure of sales terminals, strengthen the control of terminals, and enhance the stability of channels.

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< p > for the current channel pformation of shoes and clothing enterprises, Ding Shizhong, chairman of the board of directors of Anta (China) Limited, said, why do European and American enterprises can make international brands, and Chinese enterprises are very difficult to enter the international market? This requires enterprises to pform the batch brand into a retail brand, from the expansion of the number of stores in the past to the output and quality of more single stores, and to upgrade from the wholesale business mode to the real retail company.

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