Fujian Fujian Children'S Wear Is In The 40% Outlets Of Big Shops.

< p > recently, Kaku has opened more than a dozen new stores, and most of them are more than 80 square meters (80 square meters or more), which is regarded as a large store by children's clothing industry. This is a great experience for Kaku, who takes a prudent development and stands firmly in the market.

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< p > open shop is a common action of children's clothing enterprises in the past two years.

However, in the process of seeking growth, some people came out of the ground after a low-key brewing, but more often after they shouted their arms, they came out gloomy.

For a large number of middle school and leisure style Fujian style children's clothing, the temptation of big shops is very strong, but enterprises still need rational treatment.

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< p > < strong > 100. The low monthly sales volume of the store is only 45 thousand, which is guaranteed to be < /strong > < /p >.

Less than P, compared to many children's clothing brands that launched a high-profile publicity program from the very beginning and hundreds of millions of markets, kakoude is obviously different.

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< p > with strong foreign trade background, Kaku is not short of capital, and has deep experience in designing foreign trade children's clothing, but Kaku is not worried about its products. However, the development of Kaku is very conservative in many people's eyes.

When almost all brands spread to the national market, Kaku chose to do well in the Fujian area, until the brand developed for four or five years and gradually stabilized the market. Kaku only cautiously opened up four provinces.

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Less than P, this year, Kaku's way of doing things is different from usual.

Recently, it has opened more than 10 new stores, most of which are more than 80 square meters, which is confirmed by four or five new stores opened in Xiamen.

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The shop with a size of P > 80 square meters is almost the only unit of a shop for the other category of a target= "_blank" href= "http://www.91se91.com/" > dress /a >, but for children's clothing, 80 square meters is already a large shop.

It is understood that the average area of all the shops including tick tat, Mamie Marka, Jamibare and so on is only 40~50 square meters.

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< p > children's clothing is difficult, so children's clothing, which looks like a "low threshold" industry, has to face low profits.

Low Ping efficiency has become a major injury to children's wear.

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< p > if the children's clothing store reaches 100 square meters, what does it mean for this store? Mr. Peng of Ji Ji Yue has calculated such an account: a shop of 100 square meters in a common area needs at least 10 thousand yuan rent a month, other expenses need at least 6000 yuan, and the dealer's gross profit of children's wear is 35%, so this shop needs 45 thousand yuan to sell for 45 thousand months.

Taking children's clothing in spring and summer as an example, the average price of the mid-range brand is less than 100 yuan, which means that at least 20 pieces are sold at a day to ensure a safe break.

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< p > there is also a product line problem in addition to low hardness.

"Adult clothing often only pays attention to the visual display effect, the terminal store is mainly hanging, and usually is the entire group size hangs, but the children's clothing is precisely because the low Ping efficiency, therefore usually hangs the side to save the space, a SKU hangs only one or two pieces."

Jamibare, general manager of Sheng Jie, acting Yang Jie, said.

Yang Haichao, general manager of Kaku Germany, admitted that about 100 square meters of children's clothing shops need about 400 SKU, which is not a small pressure on the brand's R & D design and production costs.

To cope with the SKU needed for 100 square meters of shops, kakud has been brewing for four or five years.

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< p > < strong > for the growth of "pay" at least 40% stores closed < /strong > /p >

< p > the difficulty of big shops has made many brands buy them for this purpose.

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< p > Hai Wei is located in the golden section of Zhongshan Road, Xiamen. It has two square meters of 250 square meters. It has been famous for its high rent shops and high-end decoration.

This year, more than a million shops have been leased, and after less than two years of insisting on this year, they quietly shut down this year.

In addition to the bruising of the above children's clothing store, the industry revealed that the brand, which was directed by the famous team AI Jie Yang, has given the best image of the shop, but has been making a low discount all the year round, which makes the middle and high-end customers distrust the brand, while the middle and low end customers are deterred from the high decoration.

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"P," and anecdotal, the M brand is located in Zhengzhou, a 400 square meter double double big store, is also facing a stop.

According to insiders, the shop also rented nearly a million years, at that time the decoration cost 500 thousand, and the decoration cost was almost entirely borne by the company.

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< p > in fact, almost all brand children's clothing stores are directly run by brand enterprises.

Brand businesses usually need to share risks with agents as well as individual stores.

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< p > Mr. Peng said that the D brand had doubled and doubled in 2010 and 2011. Among them, the big store strategy was an important strategy at that time.

However, when the industry's high subsidy policy for the brand had a headache, in 2012, the brand went down sharply, and the new shop closing rate of up to 40% made the industry equally sober.

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< p > has paid a heavy price for rash advance, making the D brand store strategy cautious after many years.

"This shop is not supported by the company in principle."

In the office of Chen's manager of D brand regional manager, Chen received a call from his brand Qigihar agent.

On the phone, the agent hoped that the company would support the opening of a 180 square meter shop.

Manager Chen said frankly that if the store is changed two years ago, the D brand will give full support. The rent of 480 thousand yuan a year will not only fully support the shelves but will also get the rent subsidy of 30% or second years in the first year, according to the policy at that time.

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The P D brand can also operate steadily after shrinking the big store. It is based on its strong strength, but not all brands have the chance to survive after paying the bill.

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< p > at the beginning of this year, the H brand paradise of H brand, located in Xiamen, was deserted.

For the outcome of the H brand, the industry is widely rumored that the H brand has been shut down, and the general manager of the brand, Wu general, has clarified that the brand is just being restructured.

No matter what the outcome, the H brand will eventually decline. Wu said that when the original contract was authorized, the licensing conditions were relatively high. The sales volume of one year was much higher than that of normal, so it was faced with great pressure at the beginning.

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< p > "if authorized by the way, the original only 40~60 square meters of stores, the area should be expanded to at least more than 100 square meters or more."

Mr. Wu explained that the result is that the cost of opening a shop is greatly improved, but profits will not change much.

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< p > < strong > extended product store strategy return rationality < /strong > < /p >

< p > the difficulty of big shops is a common understanding in the industry.

However, opening a large shop is almost all the common aspiration of all Fujian children's clothing brands.

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Yang Haichao, general manager of cool P, has been cautious for many years. Why has he behaving abnormally this year? In fact, he knows the risks of big shops, but the advantages of big stores are equally attractive.

In Yang Haichao's view, in a market, when the surrounding shops are single stores, a double door shop can give consumers a sense of brand trust. "As a market lagging behind, there are not many ways to quickly establish brand sense of value. Through big stores, they can form the advantage of card position locally."

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< p > "win the scale, look at the advertising effect."

Lin Jianhui, general manager of Mamie Marka operation center, has revealed the general psychology of brand enterprises opening children's clothing 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."

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< p > for many brands, big stores can also be used to make images.

"Through big stores in the potential agents, dealers in the hearts of customers to establish an image."

This is the general consensus of the industry.

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< p > one side is benefit and the other is risk. In such a contradiction, after drawing lessons from the experience of D brand and other leading brands of Fujian children's clothing brand in the first two years, the strategy of Fujian children's clothing store is returning to reason.

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< p > "60~80 square meters, is the best condition at present."

Jamibare marketing director Liu Weifeng analysis, such a shop size, monthly rent between 5000~10000 yuan, is relatively profitable.

Liu Weifeng stressed that gradually increasing the area is also an important strategy for Jamibare in the next two years. Jamie bear will introduce a corresponding "Climbing" policy and cooperate with the brand to realize the integration of < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing.

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Cai Fan, general manager of P, also said that if only children's clothing was sold, about 60 square meters would be better, because the conversion rate of children's clothing was not high.

In order to support the big store, he extended the toys with higher conversion rate in terminal stores.

"Big brother's big shop includes not only children's clothing," a target= "_blank" href= "http://www.91se91.com/" > shoes and hats, /a, bags, boutiques, books and comics, but also children's games and interactive areas. A certain scale of flagship stores will also start 5D cinema and create children's creative experience zones. "

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< p > in Huang Liangsheng's office, there are all kinds of toys. Huang Liangsheng said that these toys, which are prototype toys, will gradually be introduced into the terminal as a rich terminal for props and gifts.

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< p > by making use of toys, supplies and other rich terminals to make up for the shortcomings of the children's wear shop's product line, Cai Fan, Huang Liangsheng and other children's clothing new generation pilots seem to play a more significant role in "activating the terminal".

What they emphasize is that big stores need higher popularity, and how to improve their popularity is a big shop that needs to be considered.

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< p > children's clothing enterprises more than 80 or more of the stores encountered close ending.

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< p > < strong > reporter's note to avoid "puffiness" < /strong > /p >

< p > paying for a big shop is not the only price to pay for the growth of Fujian children's clothing.

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< p > Fujian children's wear brands, such as D brand and M brand, have ended up with a sharp increase in the terminal after the "horse race enclosure" and "grab land".

The new children, such as Haier children's wear and Hai Wei children's clothing, have also publicized the thousand store plan and hundreds of millions of sales targets in a high-profile manner, and hired a marketing team for this high price.

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The bottom of all this is p, a brand that hopes to grow up quickly.

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< p > children's wear is a "low threshold", but to make a famous brand requires great investment.

"Low threshold, low profit", "quick entry, quick go", which is a lot of children's clothing industry insiders view, but it is not known to the outside world.

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< p >, in this short period of time, there are dozens of children's clothing brands in Fujian Province.

The pformation of foreign trade, toys and other enterprises, sports, men's wear and other brand extensions, and even without a background of clothing industry has also entered this sector.

Fierce competition has led to the fierce fighting between brands.

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< p > open shop is to seek big, "horse racing enclosure" is also seeking big, such as the original sporting goods and business casual, generally "fast and accurate" shop, push flagship store, advertising tree image, become the "killer mace" of Fujian children's clothing, undisguised its determination.

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< p > big and small brands can't escape from a dream of listing.

In Fujian's children's wear brand, from the leading brands such as tticeda and Mamie Marka to Hai Wei, Haier brothers, and big brother, new products have had a dream stage of listing.

This is the most important internal factor leading to the brand of Fujian children's clothing.

Quickly expand the disk and sell a good price in the capital market.

This is a typical speculation mentality. Unfortunately, this mentality is spreading throughout the children's clothing industry.

As a result, whether the product is good or not can be slowed down, and culture is not so important. Opening more stores and opening large stores is the top priority.

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< p > however, there are many differences in children's clothing industry after all.

Low Ping efficiency is a hard nut to crack; consumers are more rational, heavier in style and quality; sales also do not support high altitude bombing advertisements.

These are destined to "grow up" of children's clothing in Fujian Province, and it will be difficult to continue the myth of sporting goods and business entertainment.

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"P" is just the opposite of what we did when we were young.

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< p > in fact, it is more urgent than "fast growing up" to be "strong" and to make every part of the competition bigger and stronger.

Like any clothing plate, the shuffling period of children's wear plate is coming soon, and the one or two and three line brands will finally be seen.

At this time, real "power" is more important than puffiness.

When the tide hits the sand, only a truly strong brand can withstand the storm.

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