Clothing Dealers: The Bridge Between Garment Enterprises And The Market

< p > to pay more attention to the 100 "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "distributor", which stands out in the "2012~2013 China top 100 distributors Award Presentation", and opens the column of "China's top 100 distributors". Through the dialogue with the clothing distributors, we can witness the development process and the future development direction of the domestic clothing dealers.

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< p > Huang Zhaohui, a member of China's maritime business in the 90s of last century, when she chose to enter the field of clothing.

At first, she acted as Danish brand Only. With the continuous enrichment of experience, she extended the agency to Korean brand, Italy brand and Spanish brand. With the growth of domestic a href= "http://www.91se91.com/news/index_c.asp" and the clothing market < /a >, the domestic clothing brand has gradually entered her distribution range.

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Huang Zhaohui, who has been selling for many years, has sold many kinds of clothing. In general, the number of women's clothes she sells is more than P.

With the change of the consumption pattern of the domestic clothing market, with the continuous change of new and old brands, Huang Zhaohui will choose to replace the brand according to the needs and changes of the consumers in the domestic clothing market.

Of course, women's clothing is no exception.

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< p > < strong > the ladies wear entered the field of vision < /strong > /p >

In the past two years, the brand of Xiao Shu brand has been impacted by e-commerce at home and abroad. Because of the price advantage on the Internet, more young people are more likely to accept and be keen on online shopping. In addition, if they sell their products to the market by selling Xiao Shu brand, several big companies can monopolize the market share by using the "small profits but quick turnover" to monopolize the market share with the pricing accepted by the young female consumers, thus leading to the market becoming saturated. "P"

But the mature a href= "http://www.91se91.com/news/" > women's wear market < /a > consumer groups often have higher brand loyalty and are not suitable to enter.

Huang Zhaohui said frankly: "therefore, I now turn my attention to China Women's clothing and carry out key cooperation, because the market competition of this kind of brand is not too strong, and the consumption of these brands has reached the level of independent consumption, and the consumption power is also very strong, and the frequency of purchase is higher than that of other categories of women's clothing."

For other areas of clothing, such as men's wear and children's clothing, Huang Zhaohui believes that the competitiveness of these areas is weaker than that of women's clothing, and the market share is also less. The most important thing is that the size of children's clothing is large, and men's consumption is mostly concentrated in holidays, and it is easier to produce high inventory.

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< p > but it does not mean that the inventory of women's clothing brands will be low. Because Huang Zhaohui sells many foreign brands, only when the inventory of these garments is pressed to the lowest level in the country can they achieve higher profits. Therefore, every time she chooses a distribution brand, she must think twice about it.

Huang Zhaohui will study the uniqueness of each brand if she chooses to sell a brand. Secondly, the cultural value of clothing enterprises is also one of the criteria she weighs. In addition, for foreign brands, she is concerned about the inventory digestibility of brands, such as MaxMara and DKNY, which are well controlled in inventory digestion in China. "I think if a brand's inventory is not properly controlled, it will bring a lot of sales load to the distribution of imported brands."

Huang Zhaohui said.

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< p > by Huang Zhaohui's many years of inspection abroad in the clothing market, he concluded: "the price increase rate of most foreign clothing brands is basically controlled by 2.5 times ~3 times the production cost, which can generate enough profit margins, while the price increase rate of Chinese clothing brand products can reach 8~10 times or even higher."

Such a high price is not the intention of the brand. She points out that if the price is not raised to such a level, it will be difficult for the enterprise to survive, because the cost of each link is quite substantial.

Compared with the contract period of 2~3 in foreign shopping malls and brands, the contract period of domestic shopping malls can be short to several months, and the decoration cost of brand stores is virtually preserved.

And because some consumers blindly judge the brand according to brand awareness and storefront decoration, some clothing brands are forced to carry out store decoration with high investment. Huang Zhaohui told reporters: "anyway, with the increasing demand of consumers for shopping experience, the success of terminal operation and service plays a great role in the operation of the brand, which requires us to carry out detailed management.

On balance, I have added more cultural and environmental elements to the service of consumers and the image of shop terminals, and have achieved the effect of raising people's spiritual and cultural life through clothing.

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< p > < strong > let the brand enter the shopping center, the gathering shop < /strong > /p >

< p > in Huang Zhaohui's view, brand and sales place is a two-way choice relationship, and as a distributor, it is necessary to constantly enhance personal comprehensive strength. First of all, we must keep pace with fashion trends and enhance sensitivity to fashion. Second, we continuously improve our brand management and communication capabilities, including negotiation with shopping malls, brand dealers and leadership of employees.

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On the day before P, Huang Zhaohui went to the K11 shopping center in Shanghai, and divided the "a href=" http://www.91se91.com "clothing brand" /a area into a professional and vivid category to make the brand more standardized.

She said bluntly: "will sell their brand to the shopping center, because shopping centers generally occupy the geographical advantage, will effectively increase the passenger flow; in addition, when it comes to the consumer shopping experience boom, I think the shopping center can help improve the brand inspection in hardware, environment and other aspects; with the increasing diversification of shopping centers, through the provision of one-stop service, it can also improve the entry rate of consumers."

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< p > in terms of the fashion brand operation mode, Huang Zhaohui is more optimistic about the form of collection stores. "Through the careful selection of goods by buyers, the clothing that consumers prefer will be sold by multi brand integration. For a long time, the misunderstanding of consumers' simple pursuit of brand awareness has gradually been reduced, making them focus on the loyalty level of product quality, design and trend."

Before that, Huang Zhaohui tried to make the brand into a collection store by changing the form of distribution.

According to her survey of the store market, many brands in China are now established as "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "and" fashionable "brand. At the same time, the consumer groups in the collection group are more accepting of fashion and innovation.

Every breakthrough road is not easy to walk. It takes a lot of energy to build a qualified collection shop, including the licensing, certificate and other procedures required by the collection store to enter the shopping mall.

However, Huang Zhaohui is optimistic about the future development of the collection store. Next step, she will choose some foreign clothing brands and start the buying system to create a new collection store.

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