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Local Women'S Clothing Pressure: Encounter Electricity Supplier And Fast Fashion Giant Extrusion

2013/7/31 19:06:00 19

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Wang Lin, a person in charge of the Sales Department of the women's clothing brand from the south, has just been angry with a salesperson on the counter. Because the customer revealed that he had no intention to purchase the product, the salesman showed some impatience. 
 this is hardly a scene in training: for customers who have no intention to purchase, they must have enough patience. 
 because the customer may be a loyal customer on the line, perhaps just to shoot the tag in embarrassment in the fitting room. 
 this is a traditional a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand never thought of a market. In fact, a long time ago, they have always believed that there is no market for online shops, and many of their high-end clothes need to be tested before they can be purchased. 
 up to now, in the top 15 brands of Taobao women's clothing sales, online and offline brands occupy half of them. They are the first line brands under the online and offline sectors. 
 these brands, corresponding sales of 100 million ~2.5 billion yuan. Many customers, after having tried it in a physical store, buy it online. 
 there is no brand of Wang Lin. In the 15-30 section, they are basically traditional brands, and their ranking must be a little later. 
 Wang Linzheng is ready to show his skills online. He has studied carefully the brands that most of the electricity providers have successfully made, such as Europe, Bosideng, Akimizu Ito, Only, VeroModa and so on. 
 Wang Lin, "less than the top, more than the next", their brand influence can not be regarded as a first-line brand, but it still has its own advantages. He does not want to be pushed forward by the electricity supplier's flood, and then drowned. 
At the beginning of this year, leisure brand YISHION closed its online business at P. A brand under Wang Linqi also stopped operation of Tmall channel last year. The pressure of traditional channels has forced them to make such a choice. 
 they are facing the awkward choice of expanding the entity store or expanding the online mode, both of which are like the ends of the swing. 
 it is like meeting a customer who is only prepared to buy online. Is it really a customer of this brand? 
 "to enter the shopping mall to give 20~30 points, the cost of this piece is too high, and the brand influence needs to be further expanded. Before it can build its own channels, it has to expand its influence through traditional shopping malls." Wang Lin said that it is difficult for them to achieve this balance. The result of online sales is that the performance of shopping malls has dropped significantly. 
 he has also studied the mode of "Han Du Yi house", which is also a fast fashion and a buyer system. What is popular in the market is sold, but not like the a target= "_blank" href= "http://www.91se91.com/". The rapid response of the buyer to the supply chain of the brand makes the fast fashion possible. 
"P > this path is also entirely Wang Lin, they can not imitate. They have to go to the mall and take the most primitive road. 
 unfortunately, in shopping malls, they are facing the pressure of many "fast brands". 
Less than P, for example, their brands are far from being able to keep pace with ZARA. They have changed the traditional idea of launching new products every six months, but they have formed the concept of constantly competing against the market. 
 "for example, the northern style of selling poorly was quickly spanferred to the south." Wang Lin regrets, and their designers are still arguing in the office. This skirt with slits is the main South market or the northern market. 
 all speak in the market, ZARA's rapid response to the market has formed a culture. 
 "we have achieved the quicker pace of domestic dress." Wang Lin said, for example, now is the first time in two weeks, the two week is one of their bands, and a band can probably launch 50 models. 
 that is to say, every month, they can launch more than 100, which is probably the speed of "Wang Junxia" in domestic women's clothing. 
 it is frustrating that ZARA launches more than 20 thousand new designs in one year and designs 70 new products one day. 
 this is also an important reason for women's frequent inventory. Data show that the growth rate of high-end women's wear industry was lower than 20% in 2012, slowing down compared with the same period last year. 
 take the first high-end shares of Chinese high-end women's dress as an example. At the end of 2012, the company's stock amount was 548 million yuan, an increase of 103.99% over the same period last year. 
 some sports brands are trying to reduce the crisis by closing stores. In a report released in June this year, Macquarie Securities said that the situation of Li Ning Co will reverse, closing about 200 stores in the first half, far less than 1821 of last year. 
 "we have always adhered to the development strategy of" high-end + multi brand + shopping mall ". Wang Lin told reporters that the two or three women's clothing brands in general were further divided into market segments, and products covered 25~40 women around the age of knowledge. 
"P > A Research Report on Chinese clothing online shopping shows that" a target= "" _blank "" href= "" http://www.91se91.com/ "> clothing < /a > has become the largest category of online shopping in China. Driven by the online shopping platform such as Taobao, van guest and Amazon, traditional clothing brand enterprises have "touches the net", and no longer rely on shopping malls to sell a channel. 
 for example, in 2011, the brand of "TOP10 11" on the day of the women's clothing market was mostly Amoy brand. By 2012, there were only three Amoy brands in the TOP10 of the women's clothing market on the day of "double 11", and the remaining brands were all traditional offline brands. 
 this is what Wang Lin hopes to explore, between online and fast brands, to find room for survival.