31St Degree Plan To Launch Multi Brand "Collection Store" Terminal Layout Changes

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< p > collection store and multi brand concept store aims to provide consumers with one-stop shopping experience and get more product selection and matching services in the shortest time.

As a product of rapid changes in consumer demand, "collection store" has become one of the mainstream retail modes, but it is the first time in China's sporting goods industry.

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< p > in the face of the rise of large-scale SHOPPINGMALL, there will be various changes in the retail channel in the future. The collective adjustment of sports goods industry is imperative.

< a href= "http://www.91se91.com/news/index_h.asp" > sports goods < /a > is the brand suitable for such a channel adjustment? How should they promote their channel adjustment?

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< p > guest of this session < /p >

< p > 361 degrees International Co., Ltd. Wang Hongzheng, vice president of operations center, < /p >

< p > Tianlun Tian a href= "http://www.91se91.com/news/index_h.asp" > outdoor products < /a > General Manager, Tengda < /p >

< p > static path strategy brand consultant Zhang Wenlong wins business network < /p >

< p > strategic planning multi brand < /p >

< p > reporter: a few days ago, 361 degree integration enterprise independent multi brand, multi category resources, launched the 361 degree "collection shop".

The concept of terminal retail in the "collection store" is the first time in the industry. What do you think of it? < /p >

< p > Wang Hongzheng: first of all, since 361 degrees entered the capital market in 2009, we have formulated an independent multi brand strategy, focusing on children and fashion sports products.

And this multi brand strategic planning with complementary complementarity also forms a one-stop shopping mode.

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< p > > therefore, the three theme areas of 361 degree movement, 361 degree children's clothing and 361 degree brand remain to create a broader exhibition platform for the brand image, creating a more convenient, more flexible and imaginative choice and matching space for consumers.

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< p > China's a href= "http://www.91se91.com/news/index_f.asp" > dress industry < /a > has entered a new round of game and challenge after the capital market. In the industry, it first launched the "collection shop" to create a one-stop shopping experience place that conforms to the consumption habits and gives creativity and meets the special needs.

At the same time, we hope to explore more different business models and provide more experience for the future development of the industry.

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< p > Zhang Wenlong: the sporting goods industry is developing to this day. It is bound to seek breakthroughs in the mode. 361. As the leading brand in the country, the concept is worth appreciating and expecting.

This collection store is like a small ZARA, taking consumers as the center, combining 361 degree multi category and cross year products, enriches the consumer's choice of purchase, and provides a broader scope for the series of activities marketing group combination, which is conducive to the promotion of the brand's landing. At the same time, this mode is also conducive to 361 degree in the strategic cooperation of channel partners to provide better competitive advantage.

It is worth noting that the collection store mode also needs to pay great attention to the analysis of the comprehensive apron effect, and all modes should be based on commercial interests.

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< p > collection shop is more active and beneficial. < /p >

P: reporter: has the men's clothing industry already had such a collection store? Is the sporting goods brand suitable for such a channel mode? Especially in the industry trend of emphasizing channel sinking, can the collection store take root in the three or four line cities? < /p >

< p > Zhang Wenlong: the absolute price of men's clothing is much higher than that of sporting goods, and it has been 3-8 times higher than that of sporting goods.

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In the market of P > three or four line, in the process of accelerating urbanization in China, judging from the format, it should belong to a larger competitive advantage and commercial value. 361 degree this mode will further enhance its brand value, enter the shop rate and the final commercial value, and from the perspective of competition, the mode will also build a new trade barrier.

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< p > Xu Tengda: with the improvement of the living standards of the Chinese people and the acceleration of the urbanization process, the consumption habits of the three or four tier cities are gradually closing to the first and second tier cities, especially the developed Internet. Nowadays, in the trend of popularity and aesthetic vision, people in the three or four tier cities are no longer as slow as they used to be.

Therefore, with the rising of large SHOPPINGMALL, when they begin to enter the three or four line market at all levels, the collection of local sports brands is also the trend of the times.

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< p > in addition, I think the definition of big shop can be flexibly coordinated. For example, in Beijing, we can make a big shop of 500 square meters. In Jinjiang, we can plan a smaller area. In a word, we should put store evaluation first.

For example, you have 10 small stores in one area. Now, if a large store can produce profits like 10 small shops or even higher profits, which channel mode will you choose? The management of the big shops must be more concentrated, not only for retail control but also for the centralized display of the brand image.

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< p > learning terminal layout for Decathlon < /p >

< p > reporter: as an attempt to adjust the channel, how should the local sports brand plan and promote the construction of the collection store? Do you have any relevant suggestions? < /p >

< p > Zhang Wenlong: China's urbanization process is accelerating. The demographic dividend and cultural upgrading value of the three or four line market are experiencing positive and favorable changes. New business circles will be formed in many familiar places, and the key to quality improvement will be to grasp the development trend of new business circles. At the same time, a representative three or four line market selection is crucial.

The results of the test will positively affect the product structure, price structure, retail system and local marketing mode in the 361 degree store. Through 361 degrees, we can conduct in-depth tests in 1-2 provincial markets, and carry out in-depth layout in the collective stores. The other three or four line markets should be tested according to the North South East West horizontal layout. They should more scientifically guide the implementation of the 361 degree collection store strategy! < /p >

< p > Xu Tengda: let's start with the category planning of the store.

You should know that Decathlon sports professional supermarket has over 500 retail stores worldwide, and has its own product manufacturer in 16 countries.

The Decathlon sports professional supermarket has 16 private brands, with its own brand as its main brand, and its external brand as its subsidiary product. The product meets the needs of more than 60 different sports purposes. It hopes to gather the customers who like sports through the lowest commodity prices and the most comprehensive types of sports products, so as to enable "the most extensive public to enjoy the pleasure of body and mind from the participation of sports".

I think there should be a main line for the planning of the collection store. Since it is one-stop shopping, our local sports brands should not only plan their own brands to the integrated stores, but also satisfy the consumers' needs to the maximum extent, whether to introduce other brands or extend more categories. All these need further study.

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< p > besides, we find that Decathlon's shops are almost all in the suburbs, with convenient pportation, close to the subway station or public pport hub, or close to densely populated areas. The consumption potential is often amazing. Its terminals are characterized by large scale, suburban and business circles. Can our big shop learn such a terminal mode? < /p >

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