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Where Is The Way Out For The Clothing Store?

2013/9/13 20:52:00 28

Clothing Stores Clothing Industry Down Garments Garment Enterprises

After P returned from Europe, Zhang Qianyu, chairman of Chongqing Tien Mian trousers industry, has strengthened confidence in making a single product store. 
 "in Europe, I have seen many single stores. The degree of subdivision of products is really amazing. Among them, there are many 200~300 square meters of shops, only men's shirts, women's shirts or towels. Zhang Qianyu said, this let him see the hope of single commodity. 
 at the same time, domestic a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises are heading for a completely different path. 
 Ya Li Da began to get involved in the women's wear series. Nine herdmen had already launched their men's clothing products. XTEP crossed the border to launch fashionable women < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, Bosideng began to shift more and more focus to its men's brand. 
 "clothing enterprise development series products, in the final analysis, is to enhance the single store turnover, increase enterprise profits." A target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand deputy manager Zhu told reporters. 
 for this reason, she has deep feelings, and the enterprise also chooses women's clothing as the breach of the development of the breaking bureau brand. 
 single category distress /p >
 "because a href=" http:// www.91se91.com/news/index_c.asp "> down garment < /a > is too seasonally dressed, leading to the existence of great limitations in brand management. Especially in the face of the rising trend of terminal store rentals, many down garment enterprises are under increasing pressure. Guan Tiejun, brand manager of Fujian Jiang Da Fashion Co. Ltd. 
 although many down jacket brands are also striving for deep ploughing, the development of light weight, Chunqiu and other categories to extend the sales cycle of down coats is still far from enough. 
 "no matter how the category extends, the sale of down jacket in summer is hard to solve." Liu Tiejun told reporters that down coats are usually sold in the off-season in summer. The main purpose is not to make profits, but to recover costs. Therefore, the sales volume of many products that sell down clothing in summer is very difficult to keep flat with the rental and labor costs. 
 in view of this, some big brands seek to develop by extending the product line, while many a href= "http://www.91se91.com/news/" > down garment enterprises < /a >, which are not strong enough funds, usually choose to sublet stores in the summer or directly close stores to save operating costs. 
 some enterprises are trapped in the seasonal distribution of products. When the spanformation is serialized, the accessories enterprises as the supporting role of clothing are also facing the same embarrassment. 
 "tie enterprises are becoming more and more difficult to do now. This phenomenon is not only existing in the local market, but also from the overseas market, the market share of tie sales is also shrinking." Wang Jiliang, director of McDearm group office, told reporters that in recent years, the number of tie orders received by enterprises in the European and American markets is decreasing, which has led to the fact that many OEM enterprises even become normal businesses. 
 for the sale of tie market, Wang Jiliang thinks that this is mainly due to the influence of the mainstream clothing style of accessories enterprises. "Nowadays, the trend of simplicity and leisure in clothing is becoming more and more obvious. Even in formal occasions, fewer people wear ties. Our current sales channels are mainly targeted at some group buying businesses. 
 survival is difficult to sustain. It also allows enterprises to stick to the development of tie products. 
 "under the current market environment, there is a great deal of risk for the enterprises in the form of betting products." In Zhu's view, even if the brand achieves the highest level of single product, if any other company is involved in this field and develops similar products, the brand will be caught up in the risk of market segmentation. Therefore, under the current competitive market environment, single category is not a wise choice. 
 in the face of the shrinking market share of shirt products, we also began to develop multi products to win the market. Zhu said: "at present, the men's clothing market is the main category, and the limitations of many single category shops in the profit space are not enough to support the future development of the brand." 
 but can the development of serialization really enable enterprises to find the future? No matter how the answer is, more and more enterprises are beginning to engage in serialized warfare. 
 serialization of /strong < > /p >
 < a href= "http://www.91se91.com/news/ > > down garment brand < /a >" card ". 
 "we hope to solve the problem of seasonal sales of products through the development of women's wear products." Liu Tiejun told reporters that enterprises decided to develop clothing product lines because Fujian's local industry chain is very perfect, enabling enterprises to expand their clothing categories with greater advantages. At the same time, taking into account the fact that Fujian's local men's wear brand is too large and the competition is fierce, the enterprise finally lock-in women's clothing category. 
P also decided to start with the advantages of the supply chain and expand McDearm's new products. 
 "at present, we are also vigorously developing some new products. Considering the similarity of fabric materials, we began developing scarves and scarves and other product lines in the past few years. At present, sales are good. Wang Jiliang told reporters that the development of the new product line has even begun to receive the external business of scarves. 
 although many enterprises are still obsessed by the serialization of the battlefield, but the serial development mode is not suitable for all enterprises, and many enterprises also have many problems in the serialization process. 
"P >" many enterprises in the single category advantages, and can not extend to its serial product line. After all, the clothing of different categories may be completely different in the product processing flow and supply chain system. "Two" Zhang Qianyu said. 
Similarly, although P is not optimistic about the future of single products, Zhu also acknowledges that enterprises need to turn from a single category to serialization. They really need strong financial strength, team building and brand operation capabilities. These are not the most suitable development paths for small and medium-sized enterprises with weak strength. 
 at the same time, the reporter learned from the interview that when the single category enterprises expand their serialized products, the audiences targeted at them are still the original customers. Enterprises hope to increase sales volume by improving the original customers' single shopping volume. This is also doomed that many enterprises, when developing series products, are bound to the original superior single product style in order to cater for the customers' preferences, and inevitably have certain limitations. 
The reaction of P > market also confirms this judgement. 
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 "although more and more single brand brands are starting to launch multi product products, the majority of their brands can still account for more than half of their business share. Zhu told reporters that at present, more than half of Si's business income is contributed by shirt products. At the same time, according to his understanding, the same kind of main product of nine herding king, its enterprise product sales revenue about half of it also comes from its male trousers products sales. 
 is there any opportunity for single category? /p >
 Where is the opportunity? /p >
 "it seems to me that there is room for development if there are three conditions for a single category to satisfy the requirements of complete, unique and exclusive store image and service." Zhang Qianyu still has confidence in the future of a single category. 
 "at present, there are no more than two forms of operation of all franchised stores: multi style single style and single style and multi style." In Zhu's view, to run a single category shop, the product's multi style is very important. 
 how many different types of products do you need to support a single category store? 
 "when we sell in the peak season, we usually introduce more than 100 new garments to ensure that new models are listed every week." Liu Tiejun told reporters that to support a more than 100 square meter store, the style of the down jacket will be at least more than 200, and each style will have at least 3~4 different colors. "We will also launch S~XXXL down garments with different sizes according to the different sizes of consumers in the north and south." 
 compared to < a href= "http://www.91se91.com/news/" > down garment < /a >, there are more kinds of stores to support single category pants stores. 
 "for a 120~130 square meter pants store, it is necessary to set up a store of pants category, at least 400~500 different trousers." In Zhang Qianyu's opinion, single shop is not synonymous with simple, homogeneous and cheap products. The products of a single category can be very complex, and only by making different styles of single products can the added value of products be made. 
 from the perspective of the development of single brand in China, there is still much room for improvement. 
 Zhang Qianyu told reporters that in Europe's < a href= "http://www.91se91.com/news/" > men's shirt < /a > shop, you can see that the shirts with different colors, such as lattice, stripes, gradations and so on, also give customers a big choice in terms of fabric texture and style. "Even old, medium, green and small shirts can be bought in the store." 
The great choice space provided by the P store also makes European and American consumers have a very unique consumption habit when they buy a single item. 
 "in Europe and America, many consumers are accustomed to buying a lot of items when buying clothing items. I once saw a consumer in a pants shop buying 12 pairs of trousers at once. In this regard, Zhang Qianyu believes that the fine and meticulous category will make the a href= "http://www.91se91.com/news/" > single category store < /a > in the customer's single purchase volume and repurchase rate has a greater advantage. 
 in the positioning of single store, Zhu believes that positioning parity and high-end are more suitable for the development of single store. 
 "focus and deep ploughing" make single store easy to control costs, and have certain advantages in product bidding. Similarly, the professionalism and popularity of a brand in a single category is also easy to attract some high-end consumers to buy. Zhu told reporters that he was not optimistic about the development of single products in the middle end market, because the middle end market is the most competitive market of clothing brand, and the product selection space that it can provide is very large, which makes it difficult to highlight the competitive advantage of a single store. At the same time, in response to the market reaction, the loyalty of the consumers in the middle end market is not high, which will make the single store face a lot of pressure. 
, Zhang Qianyu also agrees: "as long as the brand positioning is accurate, no matter whether it is a fair price or a high-end market, there will be great room for development." At the same time, in his view, no matter which market the brand aims at, the degree of professionalism is very important for the single brand. 
 "I do not think that focusing on single products means that brands can not get involved in other categories, but enterprises need to have a precipitation process." In Zhang Qianyu's view, enterprises should first look for and seize their core strengths, first and then wider, so as to make the brand development more robust. "The present market does not depend on who makes more money nowadays, but depends on who has earned it for a long time."