The Business Logic Of Traditional Women'S Clothing Is Difficult, Cost Effective And Low.

< p > it is fair to say that women like to dress up, and they are willing to pay for beauty, but women's brands do not feel the beauty of this industry.

Why is it so far? < /p >

Less than P, it is also necessary to talk about business logic behind women's clothing.

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Since P 2010, local women's wear brands have been sprinting the capital market of Shenzhen ladies' house, Nanjing Vignes, Shandong Shu Lang, Shanghai Li Rui, Zhuhai Wiseman, Beijing langzi and other brands.

Apart from the successful listing of Rand, other women's wear brands have been completely defeated.

They are the best reference standard.

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< p > believe that many people will sigh, now the mall's < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >, the tag price will be thousands of times.

Speaking to the ordinary white collar, this price is not close to the people, which also creates the phenomenon of "no discount, no consumption".

Now, we can quantitatively analyze the story behind the tag price.

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< p > 2010, the average price of the terminal hanging card of the ladies house is as high as 522 yuan.

However, the average retail price of the actual retail price of the ladies' house is only 304 yuan, which means that the overall retail discount of the ladies' retail terminal is less than forty percent off.

Such a high discount rate has made the tag price a display, and the brand has almost lost the ability to sell at a positive price.

This also makes the brand positioning of the tag price become an embarrassing existence.

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< p > consumers pay 304 yuan for each commodity, and after two profit sharing, they can enter the brand's pocket.

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< p > the first link is shopping mall buckle.

At present, the most important brand of women's clothing in China is sales through department stores, so the "road toll" of shopping malls is indispensable.

The discount point for lady house in 2010 was 30.63%.

That is to say, the average house sells 93 yuan for each piece of clothing.

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The second link of < p > is taxation.

China's tax is mainly the pfer tax, and the brand business should pay 17% value added tax on the basis of the store point.

In the case of the lady's house, the company needs a value-added tax of 30 yuan for each piece of clothing.

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< p >, so the average price of the ladies' house is 522 yuan for each tag, and the brand can only earn 180 yuan for the hand, only about 1/3 of the tag price.

Brands need to use these revenues to maintain R & D, design, production, sales and daily operations.

In the end, the net profit of the brand from each garment is only about 18.6 yuan, accounting for less than 4% of the hoisting price.

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< p > therefore, managing women's clothing is like walking tightrope. Businesses are just trying to maintain a weak balance between revenue and cost.

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< p > the biggest single link cost of lady's house takes place in the shopping mall's button.

But in addition to direct deduction, there are usually some other purpose fees in the mall, such as management fees, promotion fees, and material charges.

According to the apportionment, the average cost of shopping in the ladies' house is about 11 yuan.

It is a clothing that sells for 304 yuan, and the department store takes 104 yuan from it.

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< p > for brands, shopping malls are very heavy burdens.

So, is there any way to brand new ways? < /p >

< p > certainly.

Shopping malls are not the only channels for brands, and franchised stores are another option for brands.

Lady house also has a layout in the exclusive store channel.

By the end of 2010, there were 65 Direct stores and 16 franchised stores in the ladies house.

In those days, the sales volume of the ladies' store was more than 50 million yuan, accounting for 13.15% of the company's total revenue.

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< p > however, after splitting the cost of the ladies' house, we found that the rental fee rate of the company's exclusive store channels was as high as 42.22%, or even more than 50% in the past.

The shopping expenses of the ladies' store are much higher than that of the department stores.

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< p > for the small and medium-sized brands, department stores are really overbearing, but we must admit that the department stores do have high capital.

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< p > so, the tag price of a garment with a cost of only 73 yuan has changed to 522 yuan, and the rate of increase has exceeded 6 times.

Even with the actual closing price of 304 yuan, the price increase of Lady house is 3.16 times.

With such a big increase in price, the net profit earned by the ladies' house from each garment is only less than 20 yuan.

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Less than 600 million yuan in 2010, the sales volume of its main brand was only 348 million yuan. < p >

Compared with other brands in the women's clothing market, this scale does not have much advantage.

However, as mentioned in the previous case, IgG, even though he has more than three thousand stores and has an annual income of 3 billion 500 million yuan, is still struggling on the road to profitability.

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< p > making money difficult. This is a universal problem faced by women's clothing industry.

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< p > < strong > the root cause of the high cost is < /strong > < /p >.

< p > from a financial point of view, the high cost means business efficiency is low.

And in the specific case of women's wear, we can use the "flat effect" to reflect the brand's operating efficiency.

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< p > lady house and Wiseman are also positioned in the mass consumer market. Their terminal efficiency is almost ten thousand yuan per square meter per year.

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< p > this business efficiency can be compared with Baosheng, a specialized sportswear dealer.

In 2007, the performance of Baosheng's store running for two years was as high as 31085 yuan / year / year.

The average operating efficiency of shops running for four years can even exceed forty thousand yuan.

Even after deducting the market discount, Baosheng's efficiency is still two to three times that of a lady's house.

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< p > standing in the shopping mall's standpoint, if the shopping mall has only half of the lady's house for Baosheng's buckles, the income of the mall on Baosheng's unit area is still larger than that of the lady's house.

This is actually an explanation of the commercial performance of "bullying and cowardly".

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< p > the home textile industry is similar to the women's clothing brand. The industry's efficiency is even less than 10000 yuan / year / year.

Therefore, the industry is also like the women's wear brand, bearing high buckle points.

(see the 2012 issue of the 9 issue of home textile industry: pain of low efficiency) < /p >

The reason for the high cost of women's clothing is p.

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< p > < strong > the low efficiency of women's clothing < /strong > < /p >

< p > is also < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >. Why is the operating efficiency of women's clothing much lower than that of sports goods?

< p > of course, a special reason is that the sports products industry has greater brand influence and stronger appeal, which can improve the operating efficiency of sales terminals to a certain extent.

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< p > but we think the more important thing is that women's needs are too diverse.

Women do not have "mass demand" for clothes.

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< p > men's wear is a good contrast.

Traditional men's wear industry has bred many brands that grow up in the world of single products, such as shirts, YOUNGOR, fir, jackets, seven wolves, Jin Ba, and western trousers.

PPG and fan in the field of electricity suppliers also quickly opened the market with men's shirts.

However, this kind of story has never happened in women's clothing industry.

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< p > women wear more age and style, girl dress, ladies' dress, women's dress, folk style, literature and art, etc.

The more subdivision means that the more dispersed the demand is, the lower the operational efficiency of the traditional business mode based on physical terminals.

We can often see sports brand and men's brand landing on CCTV advertising, but almost never seen women's clothing brand broadcast, because "hit rate" is too low.

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< p > the hit rate of the traditional women's wear terminal stores is also very low, so that women's clothing brands can not be replicated in commercial scale at large, which makes the traditional women's wear industry fail to grow big brands.

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