A Large Number Of Shoe Enterprises Carry Out Lean Channels And Concentrate On Intensive Cultivation.

< p > recently, Bosideng International Holdings Limited has released interim results. Data show that as of the first half of September 30th last year, Bosideng group had reduced 503 stores, including 344 down businesses and 159 non down businesses.

Bosideng and KangBo reduced net stores by 256 and 306 respectively. Bosteng men's clothing, Jesse and Mogao respectively reduced 92 stores, 27 stores and 41 stores respectively.

< /p >

< p > it is understood that the number of domestic menswear brand wolves in the first half of last year has decreased by 152, and there are six famous domestic sports brands such as China's trend, 31st degree, Anta, PEAK, XTEP, Lining and so on, and 2249 stores in the first half of last year.

< /p >

< p >...

< /p >

"P", "close shop" channels of thin body seems to be spreading in this industry.

< /p >

< p > in the past year, due to the impact of the economic environment and the fact that the industry has gone to stock, it seems that the enterprise "closed shop" is helpless.

But more importantly, domestic a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > industry has undergone rapid development for 30 years. Channel expansion has been an important driving force for the development of brand enterprises.

Data show that between 2006 and 2009, the total number of PEAK, 31st, XTEP and Lining 4 sports brand stores increased from 11129 to 23454, with a compound annual growth rate of 28.2%.

< /p >

< p > channel is regarded as the lifeblood of enterprise development.

In the initial stage of brand development, in order to obtain a higher market share and adapt to the market differences, brands tend to choose agents or franchising channels that have advantages in this area.

This choice not only lets the number of brand stores blossom everywhere, but also gives them substantial economic returns.

< /p >

< p > domestic famous sports brand < a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a >, at the very beginning, we took a road of vigorously expanding agents, and the effect was obvious.

It is understood that in the 90s of last century, Anta has developed more than 2000 stores in just a few years since its establishment.

It has been reported that in 1999 alone, Anta's sales increased by 35%, and won a large market share, especially in North China, Northwest China and Guangdong.

< /p >

< p > this extensive mode of development based on channel expansion will increase the influence of the brand and let it win certain opportunities in the competition.

However, in this way, the brand developing rapidly in a short time will also lead to some shops that lack risk assessment in a short time and are not profitable.

< /p >

< p > there are media reports that many domestic brands in the year opened up 30% of the agency franchised stores are in a state of loss.

< /p >

< p > once, the cry of stride into the era of "ten thousand shops" has filled the lofty aspirations of the industry to a larger scale.

But this is destined to be a beautiful bubble.

Affected by the rapid expansion of early channels, some brand enterprises can not afford the pressure of rising costs due to the sharp increase in shops, and now, with excessive inventory and rising land rent, the expansion of brand stores has slowed down and even shops have been downsizing. The intensive cultivation of channels is being put on the agenda of brand enterprises.

< /p >

< p > YOUNGOR, the leading enterprise in the clothing industry in China, had more than 3000 stores in 2000, most of which were < a href= "http://www.91se91.com/news/index_x.asp" > franchisee < /a >.

The huge affiliate system makes headquarters and terminal information not smooth, management costs rise, and profits are not satisfactory.

Later, YOUNGOR began to try to reduce its poor performance franchisees.

< /p >

< p > at present, there are 816 self owned stores all over the country, accounting for 44% of total sales and 1578 of shopping centers and outlets, accounting for 40% of total sales. These two main channels have become an important window and sales position for YOUNGOR's brand image, while 467 franchise stores and the special group buying center of the headquarters of the company have further enriched the sales terminals of YOUNGOR.

< /p >

< p > YOUNGOR's comprehensive "thin" integrated marketing network, concentrating superior resources to intensive cultivation of mature markets.

Standardized and institutionalized management of product display, sales department and other departments. In the developed coastal areas and the central and western provincial cities, we concentrate our efforts on the establishment of proprietary stores and enter large shopping malls. We divide the market into three levels of management: general companies, regional markets and urban branches, and comprehensively enhance the channel competitiveness of distribution functions.

< /p >

< p > it is easy to see that the intensive cultivation of the channel is inevitable when the brand goes through extensive development of the expansion stores.

< /p >