The United States Wants To Transform All Stores In Three Years.

Since last year, China Clothing retailing industry Then they fell into the doldrums, especially the stock problem became a big mountain which was entrenched on the top of the enterprise. In order to seek breakthroughs, local brand Metersbonwe began to transform the old store into a new experience store. With the concept of "one store one story", the upgrading of stores nationwide in three years is no longer the same as before.

Domestic brands have been slightly harder in the past two years, but the ambition of Zhou Chengjian, chairman of the US bond, is not satisfied with the so-called "fast fashion" brands such as Zara, H&M, UNIQLO and so on. For the current phenomenon of foreign brands dominating the market, he can judge for a maximum period of two to three years. After three years, the Chinese market will return to the pattern dominated by local brands.

　　 Zhou Chengjian judged that China's market will no longer be three years from now. Foreign brands leading

In China today, especially in the second tier cities, a large part of the clothing retail market has been occupied by some brands from abroad, especially the so-called "fast fashion" brand. The speed of expansion is quite fast. For example, one of the representatives, Zara, has opened more than 130 stores in China, and the excellent clothing library has opened about 100 stores last year. In Zhou Chengjian's words, "foreign brands have come to the door."

Zhou Chengjian is really indignant. He sees that all the best street shops and shopping centers all over the country are left for foreign brands, and even some shopping centers have put back the cost of the decoration to attract foreign brands.

With the development of e-commerce, local brands have been under tremendous pressure in recent years. Especially in the past year, the whole society has no confidence in China's retail industry. It is considered that the garment enterprises will continue to be difficult and subversive.

Zhou Chengjian is not particularly pessimistic. He said that the presence of overseas brands in China allowed local companies to learn their skills quickly. According to his judgment, the "good days" of foreign brands will not last long, and it will be possible to maintain one to two years. After three years, this pattern will change, and that will be dominated by local brands.

"30 years ago, China was not yet eligible to compete in the Olympic Games. Now and again, it has won the championship and constantly created the world record. Why can not Chinese enterprises create records in the commercial field?" Zhou Chengjian said that now the market is made by foreign brands to set rules of the game, and Chinese local enterprises can also do this.

Even Zhou Chengjian looks forward to the future and hopes that local brands will not only become the dominant players in the Chinese market, but the world market, especially the popular retail brands, should also be dominated by Chinese brands.

He analyzed that in the past three or four years, China has driven the development of economy by investment and energy. However, it is not sustainable. The development of circular economy is the most sustainable. Its important component is large consumption. The important component of big consumption is upgrading of traditional industries. Retail and clothing are important promoters and leaders of traditional industries, and there is still more room for China's retail industry.

　　 In three years, the United States will upgrade all the old stores nationwide.

Compared with the other two leading Asian countries, Korea and Japan, Korea has the advantage of doing well in globalization, while the essence of Japan is to pursue the ultimate in product quality. What is China's advantage? Zhou Chengjian believes that China's irreplaceable strength is a profound historical and cultural source. The way for Chinese brands to go in the future is to integrate foreign brand skills with the foundation of Chinese culture.

Therefore, the idea of a comprehensive renovation of the barn shop is that every place has its own unique culture, so every shop has different designs and stories. At present, new stores have been launched in Xiamen, Chengdu and Hangzhou.

"In the next 12 months, we will launch more than 100 shops in the whole country. Within three years, the whole country will gradually create new shops." Zhou Chengjian said.

　　 American state The newly upgraded shop in Hangzhou has been built into the concept of "central station": to build shops into "waiting rooms". The fitting rooms are equivalent to "train carriages", and some space is made into luggage compartments, stacked with luggage boxes, and steel structures used for elevators and elevators, as well as some decorative bulb bulbs, corresponding to tracks and platforms.

"The creativity of this shop comes from my childhood and youth's memories. At that time, I ran across the country, and I was most impressed by Hangzhou old train station, Jinhua railway station and ShangHai Railway Station. Because I had no money to live in hotels, I used to spread a newspaper at the waiting hall of these railway stations for the night." Zhou Chengjian recalls.

Zhou Chengjian disclosed that the store in Yanqing, Hangzhou, took about half a year, and had invited teams from Italy and the UK to do countless editions. But he felt that it was not enough to meet the needs of young consumers today, and the design was based on the creativity of the company's own team. Because of the old shop transformation, Zhou Chengjian revealed that the investment in hardware and other costs of decoration is not high.

He said that in the past, Chinese brands failed to win the battle, but they were always in the stage of copying and copying. But now they should enter the stage of creation. When the United States and the state went to the qualitative change, the expansion of the stores was very fast before, and then the pursuit of speed would not be pursued, but the quality of each store should be emphasized.

"In the future, the United States also hopes to set up shop in the most representative cities in the world, such as Fifth Avenue in New York, Champs Elysees street in Paris, Oxford street in the United Kingdom and so on." He laughed.