Traditional Department Stores Are Still The Main Channel Of Clothing Sales.

< p > > "Wei Ke" has more than 500 shops in the country. Most of them are stationed in a second tier city with a relatively high level < a href= "http://www.91se91.com/news/index_s.asp" > shopping mall < /a >. The average return of a single store has reached 4 million yuan. It is located in the forefront of the same industry from two indicators of single store sales and efficiency.

Liu Junfeng, assistant director of Beijing Wei Ke clothing center, said in an interview.

< /p >

< p > according to Liu Junfeng, Wei Ke can take aim at HUGO BOSS. Now from the Chinese market, the position of Wei Ke Hao has been recognized by the large shopping malls. From the main shopping center to the location of Wei Ke you, it is generally located in the core floor of the shopping mall.

< /p >

< p > < strong > traditional department store contributes 85% sales income < /strong > < /p >

< p > at present, the sales revenue of Wei Ke Da mainly comes from the first tier cities and the economically developed second tier cities, namely, the provincial capitals and the relatively developed coastal cities such as Qingdao, Dalian and Suzhou, which coincide with the brand positioning of the Victoria Group, that is, the regions where the high-income groups are relatively concentrated.

From the product point of view, in the three brands of VICUTU, the core position of the 28 to 32 year old GORNIA is between the age of 35 and the age of 38. VGO is younger and can meet the clothing needs of young people between 22 and 25.

< /p >

P and other men's wear brands have opened different stores around the business circle.

Liu Junfeng said that from the actual sales refund, the traditional department store is still the main channel for sales of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >. In the short term, the advantages of department stores can not be replaced, and the department stores have contributed about 85% of the sales revenue to the company.

< /p >

< p > Liu Junfeng thinks that the advantage of big stores is that management can improve efficiency and save shopping guides.

At present, most of the direct stores in Wei Ke do take two forms of brand combination, that is, VICUTU and GORNIA are sold in the same store. The advantage of the joint store is that when consumers go shopping, they first see a large store. The big shop is the embodiment of the brand status. The big card can have a large store, and a large store can produce an image, or even waste an area, which can effectively enhance the image.

< /p >

< p > Liu Junfeng said that the two brands still have synergistic effect, and VICUTU has relatively larger influence, which can drive GORNIA.

But the challenge after the store is higher requirements for the store manager, and higher requirements for product differentiation. If consumers feel that the GORNIA pants of 3000 yuan are almost the same as those of 1000 yuan VICUTU pants, they will be very passive.

The difference between them is the foundation of the company.

< /p >

After the two brands were opened up, the influence was enlarged after P.

Through continuous accumulation and gaining a higher market position, the strong brands can emerge in the market.

Liu Junfeng said that shopping centres have always been in business and business. If they want to get a good location in the shopping mall, they must rely on flat output.

< /p >

< p > from the actual effect, the store has brought a better return for the company. The 500 stores have returned about 2000000000, with an average of 4 million, such as the Zhongyou department store in Beijing, and the sales of more than 30 million yuan a year. The whole country has more than 40 stores with more than ten million yuan, and more than 20 stores with more than twenty million yuan. Each city has its own tens of millions of shops. These tens of millions of stores are gathering like fans and radiating other shops.

< /p >

< p > < strong > good business and MALL and other new business channels < /strong > /p >

< p > in strengthening the market share of traditional department stores, a href= "http://www.91se91.com/news/index_f.asp" and "Victoria" /a have also shown great interest in the emerging business form.

From the current point of view, the traditional department stores account for 85% of the sales revenue, 10% of MALL and 5% of franchised stores.

Liu Junfeng said that some cities have no high-end shopping malls, and street stores are the main shopping channels.

With the maturity of MALL format, the company is improving the sales proportion of MALL and adjusting according to the change of business environment. Now many MALL grades are also very high, especially many places where international brands are stationed.

< /p >

< p > e-commerce brings surprises to the company.

Xie Zhi, director of the electric power center, said that in August 8, 2013, since the launch of Tmall's flagship store, the number of repeat customers exceeded 20%, and sales in the first month exceeded 1 million. At present, the monthly fixed sales volume has reached 4 million. Tmall has begun to be suspicious of Wei Kok, and is now very much in recognition of the brand.

< /p >

< p > Xie Zhi said that the test of water electricity supplier brought surprising surprise to Wei Ke Du.

The most direct confusion on the Internet is that online and store prices are easy to conflict, thereby damaging the brand image.

The company has strict management in terms of price. In addition to the internal audit department, it also sent people throughout the country to make an unannounced visit. A piece of < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > the whole country has a price, while the online and offline prices have been unified and the conflict has been reduced.

< /p >

< p > Xie Zhi thinks that online and offline is the problem of internal performance balance, not the issue of brand impact.

Do online store pages and services well, online development is a bonus for brands.

Although online sales are still dominated by low discount, sales of high-end goods are also increasing. This consumption trend is changing people's shopping concept.

< /p >