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Breakthrough Of Garment Retailing Industry: Grasp Consumer Demand And Break Through The Combination Of Formats

2013/7/26 10:23:00 22

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Apparel Retailing Clothing And Apparel Industry

consumer centred business philosophy should focus on the value of goods and raise the price of customers, pfer to the cognition of consumers and the study of the consumer market, from solving the market demand to meeting consumer demand, and from providing goods and brands to meet the needs of consumers' personality for material and spiritual needs.

In the past two years, China's department store industry can be said to be moving forward difficultly, making breakthroughs in search, seeking breakthroughs, pformation and upgrading, mode pformation, and integration of different industries. P

Entering the 2013, China's department stores still face "inside and outside attack" from the new formats such as e-commerce, economic environment and urban complex, and data show that the profit margin of department stores in the past year will reach 20%. This year's 14%~15% is at least 5 percentage points lower.

as we all know, after China's department store industry has gone through the glorious stage of the last century, it is now facing the decline of profits caused by homogenization, lagging business mode and investment difficulties. "Jun", deputy general manager of Anhui new hundred group, clearly pointed out: "under such circumstances, we have to think seriously, and clearly realize that the Chinese department store industry has reached a turning point. How to break through the predicament in this turning period is a problem to be explored by" a href= "http://sjfzxm.com/news/index_s.asp" department store "/a".

And we must always understand the motive force of the development of domestic retail industry, how to find breakthroughs, learn from the successful experience and practices of peers, and then enhance the level of management.

focus on consumer demand /p >

benefiting from the factors of macroeconomic growth, consumer income level, urbanization and the change of consumer concept, in the long run, China's consumption demand will play a leading role in economic growth in the long term of 2010 ~2020.

But in recent years, domestic stores blindly pursue expansion, thus weakening the satisfaction of consumer demand, and department stores gradually deviate from the development orientation and development direction.

"Consumption demand is the driving force and source of the survival and development of the retail industry," he said. "Consumers are the parents of the general merchandise and retail industry. We tend to deviate from this direction, which shows that the consumers are not the highest and ultimate object of study."

with the gradual maturity of the consumer market, the advent of consumption differentiation, personalization and networking, the pursuit of personalized consumption has dominated. Innovation and change are the driving force for the continuous upgrading of the consumer market, and also the source of business innovation.

Under the impetus of this new consumption concept, the "fast fashion" business model has spread rapidly all over the world, and is already unstoppable in P.

"Fast fashion" will be organically combined with a target= "_blank" href= "http://www.91se91.com/" > dress < /a > with art and design. It is no longer the traditional processing and manufacturing industry. Its implementation speed is fresh, changeable and fast, so that imitators can not keep up with the speed of the new launch, and its price setting makes the followers unprofitable. At the same time, we need to think why the impact of fast fashion will have such a big impact on the domestic retail industry. Rapid R & D, fast loading cycle, zero inventory and hungry sales are just in line with the needs of consumers. Consumers should choose and use influential brands as well as new fashions, chic, and casual fashion. The most important thing is the high cost performance.

You Jun analyzed.

How can we grasp the needs of consumers? This is a topic that has been constantly studied by the Army: "we should take the consumer as the central business concept". We should focus on the value of goods and raise the price of customers, turn to the cognition of consumers and the study of the consumer market, from solving the market demand to meeting consumer demand, and from providing goods and brands to meet the needs of consumers' personality for material and spiritual needs.

On this basis, it is necessary to establish a service target, and to achieve this pformation will seize the elements of the market, and the bottleneck of the shop will break through.

"P >" after studying, the special army found that the consumer power of Chinese consumers has been increasing and formed a social psychological trend, especially the pursuit of personalized consumption and the young consumer group has become the main body of the market. "Then, the core value, cognitive value and convenience value of the consumer should be met, the most important is the cultural needs and psychological needs, and the factors such as the safety, convenience, communication, dignity, enjoyment, experience and comparability of consumers should be paid attention to in the commercial behavior; the road of integration and development should be integrated on the macro level, and some breakthroughs in the format, business, business model, service and so on."

breaking through in the format combination.

With the expansion of the city and the emergence of new business circles and commercial real estate, the department store industry has gradually realized a diversified and multi format operation. In this situation, the combination of department stores, supermarkets and professional stores, or department stores and shopping centers has emerged as the times require. P

Even so, some people think that a large proportion of these formats are redundant. The reason is that this format is more concerned with the problem of operators from the perspective of operators, while ignoring the concerns of consumers.

At present, most of the domestic department stores are still copying the maternal department store mode and leasing other owners.

In such a commercial body, the consumers initially thought fresh, but actually the aesthetic fatigue that they had seen after several times still did not satisfy their needs.

"P", "Jun Jun" suggests: "from the positioning of regional consumption demand, we can not copy the pattern of mature department stores and commodity combinations. The department store business is difficult to replicate. The department stores and supermarket stores and professional stores seem to be retail enterprises, but they have essential differences.

Supermarkets and stores like Yu Yang's fast food themselves can form a process and a job file, set a certain temperature and time, their service target is also omnibearing.

While department stores and department stores are like Chinese food, the same material has different effects after cooking by different chefs. It must have a target location and a target audience. It can not serve all of us. It has to appeal to consumers' culture and consumer habits, fashion, trends, tastes and ideas. It is more about conveying and creating a life style and life concept.

It must be based on market demand environment for owners, category, brand portfolio.

traditional department stores are dominated by goods and shoppers. Modern department stores rely on brands to provide modern lifestyles and satisfy consumers' demand for shopping and leisure. With the improvement of people's living standard, expansion of cities and the rise of new business circles and complexes, shopping in department stores is no longer the main demand or dominant position of consumers. This brings forward new requirements for us, and how to combine organically the department stores and consumer behaviors.

You Jun stressed that shopping is no longer the main demand of consumers. It should highlight five functions: shopping, leisure, entertainment, culture and catering.

These five functions can focus on differences, but they must be done well. This requires department stores to do enough work in the category group planning.

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The importance of integration of category P planning is not only reflected in the comfortable walking routes that consumers can enter the shopping mall, but also enables consumers to effectively accept the commercial culture of department stores, eliminate the fatigue generated by shopping, and consciously adjust the density of shopping.

Therefore, the specific operation of category planning in commercial projects is particularly important.

however, the layout of shopping malls is basically based on the category of commodities, and the relationship between brand and brand is determined, and the corresponding business area is designated by the Brand Company for the two time.

The advantage is that the display of the brand is good, and the shopping center needs some brand merchandise that is displayed in an orderly fashion.

Its disadvantage is that it is difficult to satisfy consumers' demand for shopping at one time.

Several brands are combined together, but from the relevance of commodities to the extension of the market group function, it can solve the problem of the area of operation, and also solve the functional needs of consumers when purchasing goods. Meanwhile, the middle-aged and old products that are ignored by the major shopping malls can be taken out by hundreds of square meters, including the widened dress, the "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "hat, health care products and health care products, tourism products, etc., and then extend the service and experience of the elderly, such as weighing, blood pressure and so on. This functional combination store will become an old people's heart complex and will become a shopping mall for middle-aged people." you Jun think: "if we can break through the functional line of the goods, and proceed from the needs of consumers, we should carry out market segmentation and integration."

for example, the new world department store in Shanghai has been following the fashion of women's fashion. In recent years, it has been excavating the female consumer market. In fact, it is extending the female commodity groups and service functions. Besides, the new world department store is also making breakthroughs in product functions while making brand stores.

Hunan's children Wang also made some attempts to sell children's clothing, toys, appliances, entertainment as the main body, with the popularity and happiness as the carrier, and finally loved by many consumers.

breaking through from independent operation.

in the market survey, you Jun summed up that consumers pay more attention to the price of the brand while paying more attention to the price performance ratio of the products. "It is not that customers can not afford to buy the so-called well-known brand goods, but they feel it is not worth it. Their understanding of the goods has far exceeded the knowledge of the department stores about the commercial products."

> therefore, shopping malls should pay attention to research market, research trend and development trend, and study brand and brand efficiency. "But we seldom study consumers, instead of studying their competitors frequently, generally when doing market research, they also take the market share as the main factor, and how this market competitor is, but what the market consumers demand, researchers rarely can tell very much that this requires businesses to start from the supply chain, and extend to the upstream of the product will be a breakthrough."

first, we should start from functional lines and product lines, such as the world's factories in the south, with cheap and fashionable clothing products, and they are also forging ahead into the domestic trade and forming a consortium for trade cooperation.

"If the domestic department stores are able to embark on the upstream products in this respect and take part of the funds directly to product trade, the combination of commodities and categories and species groups is neither self nor joint mode, but an organic combination of the two. This combination can solve the current problem of homogenization of commodities, expand product breadth and depth, reduce the cost of circulation, raise gross margins, and meet the psychological needs of consumers with high quality, low price and fashion."

You Jun said.

Independent operation is currently one of the most beneficial breakthroughs in the domestic department store industry. The development of department stores can improve the homogeneity of goods, attract consumers and gain competitive advantages, and at the same time enhance the image of enterprises. Under the buyer's mode of operation, the department stores carefully select the goods to be purchased according to the needs of customers, which is very sensitive to market demand and can well grasp the dynamics of consumer demand; furthermore, through buyout operations, department stores can purchase goods from manufacturers at a very low price, and have the exclusive right to operate a series of commodities of a certain brand in a certain area at a very low price. In the case of buying and selling, the department stores are very sensitive to the demand of the market. In addition, through the buyout operation, the department stores can get a good grasp of the dynamics of consumption demand. In addition, by buying and selling, the department stores can purchase goods from the manufacturer at a very low price. The department stores have the exclusive right to operate a certain series of commodities in a certain area. This means that the department stores can choose the products that they want to buy. This means that the department stores can get a good grasp of the dynamics of consumer demand. In the end, the department stores can be very sensitive to the needs of the market.

you Jun pointed out: "there are still many difficulties for the mall to fully operate independently. First, it requires a lot of capital investment, and the two is the concept.

However, despite this, the Tangshan department store has been holding part of the joint venture for many years, but also has its own part. Through its own operation, it has established 3 home appliances, watches and clocks and down products, and has been running independently.

Watch sales in 2011 exceeded 200 million yuan, electrical sales accounted for 70% of the total sales of Tangshan City electrical appliances market, down clothing reached more than 50%.

Therefore, domestic department stores can take part in both joint operation and autonomy, starting from commodity category and function, and introducing free brand and agent brand strategy to implement it step by step.