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Big Shop Mode Becomes Breakthrough Point For Women'S Clothing Retail Channel

2013/5/22 21:04:00 43

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May 21st, the flagship store also has a high-profile appearance on the Huaihai Road in Shanghai. It has four floors, 600 square meters of business space and 150 square meters of shop signs. Such a big move is unique among the domestic independent brands, causing earthquakes in the industry.

the industry believes that the store can not only enhance the overall image of the brand, but also promote market expansion and attract more franchisees.

With the increasingly fierce competition in the women's clothing market, because of the need to establish brand and manage customer relationship, the big store business mode will become the new favorite of the market.

"flagship store is an important channel to display the brand image, disseminate brand culture and corporate culture, and is also a starting point for the brand strategy." as an ideal brand, we should stand here and show ourselves to the world.

Wu Hongkun, general manager of the valley, said.

> strong > big store mode becomes the breakthrough point of women's wear retail channel

in fact, in the eyes of many people in the industry, the late start of Chinese women's clothing and the unique consumption characteristics of women decide that the industry is now showing many, small, scattered and low competition patterns, and the shuffle is in progress.

And there are limitless opportunities.

there is a consensus in the industry that the growth of women's wear industry is huge in the future.

for this big and attractive cake, some international women's wear giants have intensified their efforts to expand our market.

At the same time, some domestic a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > big brands are also testing water women's clothing product line, want to get a slice of soup, this once let women's clothing industry "fire Yao flavor full".

But what is interesting is that some of the big clothing brands who are good at clothing operation are either unacclimatized in the women's wear industry or suffer from Waterloo.

in the fierce competition of women's clothing industry, the "big store mode" has become a marketing model pursued by women's wear brands.

The Japanese flagship store on the Montaigne Road, Paris, and the international brand ZARA, H&M, UNIQLO (UNIQLO) and so on are not new in China. Shanghai's Huaihai Road has foreign women's wear brand mango flagship store, emmycici flagship store, etc.

A few years ago, the Chinese women's clothing brand was also opening up the flagship store. The women's clothing brands such as Ya Ying flagship store and Lily flagship store were gathered in Huaihailu Road,

in fact, when the "big store mode" has to bear huge rental pressure and risk, why does the women's clothing brand take risks? And how to choose a breakthrough?

an industry analysis, "scale win, fancy advertising effect."

It is the general psychology of brand enterprises to set up women's wear flagship stores.

As Duha, a senior expert in brand commercial design chain, said, "in the current domestic market, it is very simple for consumers to determine whether a brand has the strength, which is to evaluate the brand through the visible terminal store."

"build up an image through a large store in the hearts of potential agents and distributors."

This is the general consensus of the industry.

> Valley brand channel "combination boxing" /p >

it is understood that the Huaihailu Road flagship store of 600 square meters is more like an experiential shopping mall. The whole design is made by the famous American architect Lim Chan, focusing on the brand image display on the first floor, aiming at creating a retro, fashionable, intimate and romantic shopping atmosphere for the customers. The third floor of the two floor is a new display area. The four floor is a private coffee shop, with a book bar and iPad WiFi. In addition to buying a target= "_blank" href= "http://www.91se91.com/", "clothing" /a "can also read books, drink coffee, and go online, this experience is quite fresh for most consumers.

for the great investment of Yi Gu, the industry is worried about whether the shop is making money.

An industry insider has counted an account: at present, the stores in the commercial streets of the first tier cities, the rent of 1 square meters is generally around 13000 yuan, assuming that the area is 600 square meters, the annual rent is about 8 million, plus the cost of labor, tax, water and electricity and millions of shop sign fees, the annual sales volume of this big store mode is 15 million, so that it will not lose money.

in the view of Wu Hongkun, general manager of the valley, it is immeasurable to set up such a flagship store for channel promotion, agent investment and brand promotion.

some people also think that Yi Valley has played a smart little calculation. Through the flagship store in Huaihailu Road, it also set up an image in the hearts of potential agents and dealers. This is more effective in attracting investment from the two or three tier market, and the visible live advertisement has more impact than TV advertising. Now, a fixed advertisement board on Huaihai Road will cost millions of dollars a year.

this is a big move of the brand strategy of Yi Gu test. In the view of the industry, the most important thing to succeed in building a brand is precise brand positioning and unique product style.

Tactful, low-key, luxurious romantic French style, mid-range price positioning, and comprehensive channel construction are also competing in three aspects of brand positioning, product style and channel distribution.

in terms of channel construction, the channel of deep tillage line and the expansion of online channels have also made great efforts in building a comprehensive channel to make traditional retail business thrive.

At present, there are more than 500 terminal stores in the yigue Valley brand in China, of which about 100 direct stores are located in middle and high-end department stores and comprehensive shopping malls in five major cities such as Beijing, Shanghai, Shenzhen, Hangzhou and Nanjing. The other franchisees cover the vast majority of provinces and municipalities directly under the central government.

Franchisees carry out daily operations in the form of shop counters or specialty stores.

At the same time, at the same time, in 2011, the valley also actively opened up online channels. In order not to repeat the other offline brands online, the online and offline development of the "awkward position" and the embarrassment of the situation changed. The online strategy of the valley was to develop an independent front line separated from the offline. Besides the sweet romantic style of the product style, the price was more close to the people, which is more in line with the consumption characteristics of the online shopping crowd.

It has been revealed that business growth has also been rapid, and sales have reached 4. 50 million this year.

The strategy of "P >" has a remarkable effect. In 2012, the Chinese clothing industry encountered an unprecedented cold current. Some brands had caused a series of "closing shop tides" from the over expansion in the past, so that they had been shrinking the defensive line and preparing for "winter."

In this cold current, the domestic independent women's clothing brand is also up against the current, achieving a compound growth of about 40%, and developing terminal stores to more than 500, which has caused a sensation in the industry.

, Wu Hongkun, general manager of the valley, said that the development of Yi valley was not a short-lived outbreak, but because of its steady and pragmatic operation for many years.

It is precisely because we do not ask for speed and do not have much burden on the stock market. In the cold winter of this round, the women's clothing also showed a solid foundation.