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The Future Direction Of Traditional Clothing Brands: Slow Down Shop Speed To Flat Shop To Flat Effect

2013/5/11 15:05:00 47

Seven Wolves Clothing Brand Sports Brand

similar to the sports brand, the traditional a target= "_blank" href= "http://www.91se91.com/" > clothing /a > brand and even fast fashion brands are beginning to slow down the pace of opening stores.

It is reported that the seven wolves have already closed the blue label and children's wear shops with poor performance at 80~90, and only 5 new shops.

Clothing brands have said that in the future, they will cautiously adjust the pace of opening stores according to market conditions, so as to reduce the risk of expansion of shops under unstable economic conditions.

Narrowing the front line of has become the fashion brand's current choice.

After reducing the number of net stores in 2012, the seven wolves still adopted the strategy in 2013: "open shop cautiously".

in fact, while reducing the speed of expansion, improving the efficiency of single store (referring to the efficiency of 1 square meters of terminal stores) has become the strategy of most brand development at present.

The reporter understands that the international brand ZARA and H&M can achieve up to 40 thousand yuan per square metre annual sales, while domestic brands currently have 20 thousand a yuan per square meter annual sales, except that the majority of a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" brands are generally lower than the annual sales of 10 thousand yuan per square metre.

Obviously, how to improve the efficiency of single store has become a new topic that cannot be avoided in the sustainable development of domestic clothing brand.

slow shop, to flat shop to flat effect /p >

for investors, the key indicator of brand development is the quantity of channel construction.

A large number of stores means strong sales and reduced inventory.

The seven wolves developing by proxy mode are being tested by P.

In the earnings report not long ago, the company's single quarter revenue growth slowed to its lowest level since 2009 due to weak terminal demand and declining profits of franchisees. The first quarter operating income in 2013 increased by only 0.46%.

At the same time, the balance of accounts receivable at the end of 3 in 2013 was almost doubled compared with the end of 2012 in 2012.

all this shows that the sale of the seven wolves has suffered a lot of market pressure, and the agent system has added a variable to the performance of < a href= "http://sjfzxm.com/news/index_f.asp" > seven wolves < /a >.

"Now, it is entirely up to the agent's strategy to open new stores and close stores."

Seven wolves securities representative told our reporter: "the head office only carries out examination and approval."

In his view, the opening and closing of agents is directly related to the benefits of the market. The overall attitude is: "shop carefully."

data show that since the first half of 2012, the seven wolves have closed the blue label and children's wear shops of 80~90's poor performance, while the shops only increased by 5.

"although the figures for 2013 are not yet available, it is a continuation of the 2012 trend."

Those people said, "ultimately, the decisive role is the market."

the market in front of the seven wolves is not optimistic.

China Merchants Securities believes that the seven wolves in the franchise, due to the continued downturn in the retail market, the franchisee's development mentality is more cautious, resulting in a slight decline in the implementation rate of orders, expected to pick up the growth rate and scope are lower than the order.

for investors, the key indicator of brand development is the quantity of channel construction.

A large number of stores means strong sales and reduced inventory.

for the seven wolves, there is still a huge challenge at present, that is, the number of outlets is relatively small.

In many brands, in the crucial period, Direct stores are actually straw.

"now the economy is not booming. Our main strategy is to increase the efficiency of single stores and increase the proportion of direct outlets."

Insiders told reporters.

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store adjustment and replacement is in progress .

Less than P, reducing the number of small shops, strengthening the profitability of large single stores, is also becoming the management strategy of many clothing brands.

for the seven wolves, the agency mode is a double-edged sword.

On the one hand, the agency mode can help the brand expand rapidly, and on the other hand, when the market is not good, the agent can directly reduce the risk to the brand by reducing the expenditure.

seven wolves said in the annual report, "slow down the pace of expansion of the channel".

In 2012, there were 4007 terminal outlets for seven wolves, compared with 31 in the same period in 2011.

"because of the macroeconomic downturn, the company's focus in 2012 shifted from expansion to expansion.

Although the total number of shops has slowed down, the sales area has increased by about thirty thousand square meters.

The company's expansion concept is to set up strategic stores for second and above cities to improve brand awareness; and in areas with higher consumption in cities below the second line, large stores are encouraged to make a profit for the company. "

Seven wolves said in the annual report.

P, which is preparing for listing, has to slow down.

Hong Zhaoshe, chairman of Qipai recently said: "at present, we still set the shop and development speed as an appropriate development, and the pace may not be as fast as before, but we will not reduce this in terms of shop opening.

We will make some adjustments in the market. There are some shops with poor quality and some unprofitable shops. We will choose to turn them off and find new shops with better prospects and profitable profits.

in addition, reducing the number of small shops and strengthening the profitability of large single stores are also becoming the management strategies of many clothing brands.

The US insider told reporters that there is a trade-off between store and house.

"Smaller franchisees are not the mainstream, and the large area of storefront opened on busy roads is the direction of future development. Most of these stores are direct outlets."

China < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > Industry Federation predicts: in 2013, the Chinese textile and garment industry will keep steady growth under the domestic demand market.

Because the international market will continue to be affected by the European debt crisis in 2013, the international market will not deteriorate significantly, but there will be no significant improvement.

the economic situation is not good, but it is not all bad news.

For enterprises, eliminating backward stores will be an inevitable move to fine management of excellent stores.

> the wind of "big shop" has sprung up.

many brands have opened tens of thousands of square meters of shops in the streets of Beijing Wangfujing, Shanghai Huaihailu Road and several domestic cities.

These stores are located in prosperous areas, which is a necessary condition for opening large stores, because only in prosperous areas can the performance of every square metre be improved.

in the face of the slow trend of opening stores, many brands of garment industry have reached a consensus: the trend of the future garment industry is bigger.

4 years ago, each brand basically controlled about 400 square meters of direct store area. However, with the abundant capital and the continuous listing of enterprises' listing plans, the wind of "big shops" sprung up.

It is understood that the first place opened in Kunming by mus banks is 1600 square meters, and the ZARA store area in Beijing is 1700 square meters. A leading overseas brand store has been imported to 2000 square meters.

but now, 2000 square meters have been "unable to catch up".

Many brands have opened tens of thousands of square meters of shops in the streets of Beijing Wangfujing, Shanghai Huaihailu Road and several domestic cities.

These stores are located in prosperous areas, which is a necessary condition for opening large stores, because only in prosperous areas can the performance of every square metre be improved.

it is understood that most domestic shoes and clothing brand efficiency is less than 10 thousand yuan per square metre annual sales.

The industry believes that there is a comprehensive way to improve Ping efficiency, including product line design, logistics and even the upgrading of the entire supply chain.

In the past, many domestic brands adopted the way of raising the unit price of products to improve the efficiency of P.

However, from the current economic situation, there is not much room for improving the unit price of the product. "

The insider said that this is just a time to seek endogenous growth, and the core of endogenous growth is to increase sales of products.

in order to improve the sales volume of products, on the one hand, we need to set up large stores to increase consumers' awareness and trust in brand image. On the other hand, we should also open new stores in the radiation area in the vicinity of flagship stores and big stores.

In fact, such a large shop will also lead to the sale of multiple stores.

Li Ning Co insiders also told reporters: "we even need to design a separate product for the flagship store in Wangfujing, Beijing. There are many products that are different from other stores and more high-end, which is an important responsibility for brand communication."

however, it is not possible to establish large stores or even scale management by dealers and agents.

The rent of a good store is often above millions of dollars, and only a brand can afford to open a large store.

The United States believes that in Beijing, Shanghai and other tier cities, brand operators usually only set up direct stores, and in the future, franchisee channel expansion will sink to the three or four tier cities.

Han Jiasheng, former project manager of the China Textile Association, told reporters that the current situation is that good enterprises are better run, while those with poor competitiveness will be eliminated. This is precisely in line with the planning of industrial restructuring and elimination of backward production capacity.