Smith Barney Fashion 2013 Promotion Channels To Promote The Implementation Of "One Store, One Scene" Experiential Store

There are a few people who have spent a night in a newspaper on the train station. When the business is hard, Shanghai's mus Clothes & Accessories Zhou Chengjian, chairman of Limited by Share Ltd, is more frequent. Now, at the time of the upsurge of American Apparel channel, Zhou Chengjian hopes to rub his experience into the concept of brand development.

Recently, Zhou Chengjian's idea finally landed. In, Smith Barney set up a flagship store similar to the "central railway station". stay clothing In the cold wave period, Zhou Chengjian hopes the offline experience shop and the online business platform will help us state clothing "winter".

Under the dual pressure of high inventories and electricity providers, the United States has made efforts to upgrade its channels in 2013, and launched the "one store one scene" experiential store, which has launched 6 nationwide in 30 days. It is expected that 100 concept flagship stores will be built in a year. Zhou Chengjian made a bold statement at the opening site of the flagship store in Hangzhou. "The United States will surely achieve the goal of 100 billion fortune dreams in the world".

　 Push 100 experience stores

"At present, the apparel retailing industry is only at the initial stage. Before China's brand experienced the rapid growth process of quantitative change, now is the stage of qualitative change." In Zhou Chengjian's eyes, American state clothes, which draw nutrition from the ZARA fast fashion mode, must also complete the transformation here and fight with ZARA in the domestic market.

In 2008, the United States has already identified its business model as production outsourcing, direct operation and franchises, focusing on the high value-added links of "Smiling Curve" - brand promotion, product design and marketing network. This is also Zhou Chengjian's pride of "virtual management" mode, to the "small batch, quick turnover, catch up fashion" ZARA buyer's mode of close proximity.

Elephant like company volume and rat market smell are known as the way of success for fast fashion enterprises, and the high inventory is obviously not in the established strategy of a domestic garment company modeled on ZARA.

　　 American Apparel At the same time, in recent years, we have rapidly digested inventory and started to reflect on where the gap is. Although the United States has not announced the results of thinking, but at the moment the creation and promotion of offline experiential stores, combined with the independent state purchase network business platform, shows signs that the United States wants to draw a more accurate picture of the pulse of fast fashion.

"Brand is no longer a symbol of clothing, but it should be a symbol of lifestyle." in the newly opened experience store in Hangzhou, Zhou Cheng introduced LITE-ON vigorously. "Every place has a life scene that arouses local culture and emotional identity. Each store has its own story. In the next 12 months, we will launch more than 100 shops in the country, and within three years the store will gradually be built with new concepts."

At present, the shop display concept of "one shop, one story, one city, one culture" has been operated in Xiamen and Chengdu, from the rich southern Fujian customs of Xiamen Zhongcheng store, the deep Kuan Alley and Zhai Alley of Chengdu Global Center store, to the retro complex of Hangzhou old railway station.

Even in the United States, costumes expressed the hope that within three years, the store with rich Chinese cultural heritage and the experience shop representing Chinese way of life will be opened to Oxford street in London, the Champs Elysees in France, the Ginza in Tokyo, and the Fifth Avenue in the United States.

At the same time, the United States and costumes are also seeking more financing channels. As of September 23rd, the United States and apparel control shareholders' investment in Chinese clothing has pledged 205 million shares of the US state clothing, accounting for 20.12% of the total share capital, to guarantee the issuance of the trust.

"Building flagship experience shop is conducive to enhancing the brand image of the United States in the market, and enabling consumers to get a better understanding of American Apparel. The development of e-commerce channels is to adapt to changes in consumer shopping patterns. Zhu Qinghua, a light industry researcher at CIC, told reporters that "two pronged lines" and "online" are important for the follow-up development of Smith Barney clothing. Through a series of adjustments, the United States or will change the current downturn, and compete with H&M, ZARA and other fast fashion brands. {page_break}

　　 Inventory in the first half of 500 million

The drums of "stock campaign" have been beating for a long time, and the balance of domestic clothing enterprises remains high, and there is a multi-level imbalance. In the 76 listed clothing enterprises that have been published in 2013, the total inventory balance is over 70 billion yuan.

Semi annual report shows that in the first half of 2013, the balance of the state's clothing was 1 billion 520 million yuan, which was 1 billion 82 million yuan compared with the Semir clothing of the listed company, while the nine shepherd kings and seven wolves were in the hundreds of millions of yuan. However, if we go back to the past, it is easy to see that the inventory performance of Smith Barney clothing has achieved initial success. At the end of 2012, the inventory balance of the US state clothing was as high as 2 billion 6 million yuan, and the inventory was 500 million yuan in half a year, ranking first in the comparable listed companies, compared with 1 billion 750 million yuan in the same period last year, a decrease of 14.29% over the same period last year.

Compared with the domestic business models, we can see one or two. At present, the total revenue of American barn apparel is 50% from the direct store, while the direct channel is obviously larger. "The merchandising and turnover goods required for store sales will be a small stock and the inventory on those channels will be included in the statements of the listed companies." A listed company on the Shanghai Stock Exchange made the above analysis.

In fact, the inventory of Smith Barney clothing has been greatly alleviated than two years ago. In the first quarter of 2011, the proportion of apparel and assets of Smith Barney once reached 35%. Under the heavy pressure, the United States and Pratt apparel are working together to digest the stock. First, by strengthening the control of the terminal, establishing an efficient logistics system to reduce the emergence of new inventory; two, enrich the sales channels, increase the discount rate, and strengthen the digestion of existing inventory.

"Judging from the current situation, the clothing industry has not yet seen the cold winter, and high inventory is still troubling the garment industry." Zhu Qinghua analysis said, "discount sales can directly play a stimulating role in sales through reducing prices, and online shopping as the prevailing consumption mode can help enterprises digest their inventory."

The most important link in the channel reform is the establishment and management of the supply chain system. At the very beginning of its establishment, it began to implement the information system construction and constantly improve, monitoring supply chain, logistics and transportation and direct sales and other links to ensure timely and smooth supply of products.

One of the cases is that this year, the United States tried to implement "temperature band management" in supply chain management, that is, arranging the time of sending and listing goods according to the different temperature and climate characteristics of different parts of the country, and further optimizing the ability of differentiated demand of customers in different regions.

By the end of 2012, there were more than 5000 shops in the United States, and 7 logistics centers in the country. Since last year, the size and structure of American barrack apparel have been decreasing and optimizing, and the structure of storage and sale has been balanced.

However, the inventory drop of dealers led to a decline in revenue over the actual terminal retail sales, joining 1 billion 710 million in revenue, down 23.7% from a year ago. Direct revenue 2 billion, down 13.9% over the same period last year.