"Big Shop" Has Become A Common Action Of Fujian Children's Clothing Enterprises

< p > in the process of seeking growth, some people came out of the soil 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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Less than 45 thousand monthly sales of big store flat effect can be more secure than that of many brands from the outset to publicize thousand shops plan, hundreds of millions of market's < a href= "http://www.91se91.com/news/index_q.asp" > children's wear < /a > brand, and P is obviously different.

With strong foreign trade background, Kaku is not short of capital, and has deep experience in designing foreign trade children's clothing.

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.

This year, Kaku's tactics are 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 basic unit of a shop for other categories of clothing, but for children's clothing, 80 square meters is already a big 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.

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 store of 100 square meters in a common area needs at least 10 thousand yuan rent a month, and other expenses need at least 6000 yuan, while the gross profit of children's clothing < a href= "http://www.91se91.com/business/" > dealer < /a > 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 > for the growth of "pay" at least 40% big shops to close the big shop, many brands have already bought a single.

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, Jie Zhi 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 there is a rumor in the bookstore that M "a href=" http://www.91se91.com/news/index_q.asp "brand" /a ", a two-tier shop in Zhengzhou, which is as high as 400 square meters, is also facing closure.

According to industry sources, the shop also rented nearly one million of the shops. At that time, the decoration cost 500 thousand, and the decoration cost was almost entirely borne by the company.

In fact, almost all the 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 brand name policy for the brand was a headache, in 2012, the brand went down sharply, and the new shop closing rate of up to 40% made the industry equally sadly. Among them, the closure of large shops was the majority.

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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 the agent will also receive a rent supplement of 30% or second years in the first year.

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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 > store strategy return to reason < /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.

For example, Yang Haichao, general manager of cool and cool, has been cautious for many years. Why did he act abnormal 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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