Why Dealers Love Big Shop Mode?

There has been a lot of discussion about the big shop mode in the industry. However, with the opening of Shanghai's East Nanjing road in July last year, this discussion has become increasingly heated.

Some people believe that some clothing brands represented by the United States, which are represented by the United States of America and YISHION, are creating a new fashion brand operation mode -- the big store mode, and will develop towards the SPA direction.

Big store: brand "visible" strength. "In the current domestic market, consumers can judge whether a brand has the strength of the basis is very simple, that is, through the visible terminal store.

Few people will really go through other information channels to see what the brand is like.

According to the insiders, "the main reason for the development of the United States in 2000 is the opening of large stores.

Thus, in the minds of consumers, such a train of thought will be formed, and the value of buying the products of mus bond is larger than the same money.

Finally, the market share of the American market is increasing.

Although big shop is not the only factor in its success, it is a very important factor. "

There are many advantages in adopting the big store mode. First, the store is very large, with a large number of products, large volume of goods, strong selection, and easy popularity.

About the operation mode of clothing brand, it can be roughly divided into two kinds: one is the mode adopted by traditional brand, for example, many famous brand designers abroad and the operation mode of luxury brands.

This model is committed to building brand image and culture, trying to create and guide the trend of fashion, and spreading the fashion culture that it advocates to the outside world, so its brand positioning is usually more expensive and expensive.

Many domestic brands like this model, especially for many women's clothing brands.

Another is the non traditional SPA mode originated by GAP in the US, and SPA literally plates into "private brand clothing professional retailer".

The model was put forward by the American brand GAP in the annual report of 1986 to define the new business system of the company. After that, it was successfully applied and promoted by Japan World Corporation. Its brand name in Japan was UNIQLO.

Its biggest feature lies in its reaction speed, and the "big store mode" that will emerge in China will also develop in this direction.

Many challenges in operation, first of all, the challenge is the financial strength of enterprises, which is a very important aspect.

It is understood that some leisure brands are planning to go public recently, and it is said that they are ready to go to the United States to go public.

In terminal management, enterprises now adopt computer information system and adopt a lot of ERP management software, which is also necessary.

Some experts believe that although the advantages of big store mode to brand development are obvious, such as better displaying brand image and enhancing the market share of brand, etc., at the same time, the big store mode will also put forward higher requirements for enterprises.

Another important challenge facing enterprises is how to improve the quality of personnel.

Because any big shop needs talents to manage, all of them need to train relevant personnel, and the team needs to have strong executive power. Therefore, it is very important for talents to rationing them.

The United States has established itself as a university, realizing the importance of personnel training.

Of course, there are also challenges from personnel efficiency.

At present, domestic brands do not do well in this respect, and the operation level of their stores is not very high.

If the brand still wants to reflect the concept of life hall in the big shop, it will involve deeper content.

This includes not only sales skills, store management knowledge, but also more consideration for the creation of cultural atmosphere in shops, the selection of display modes, and the combination of commodities.

As we all know, the management system of large stores is quite complex, including the operation system of shops, target management and incentive system of personnel, data analysis system of goods, and service promotion system.

In addition, staff motivation, daily time in the shop, and so on.

Small shops are very different from big ones.

When the shop was small, there was a store manager and some management rules were formulated, so that the whole store was relatively easy to manage. However, when the store became bigger, how to mobilize the enthusiasm of the staff became a big problem.

Take the goods as an example, if the shop is 200 to 300 square meters, the quantity of the style, the theme and seriation requirement of the product will not be too high, so that the product can only be rich and has a distinct style.

But if the area of the store has reached several thousand square meters and contains several floors, the theme and seriation of each floor will require a very distinct distinction. The product must also be abundant enough, which puts forward higher requirements for product development.

Therefore, after the store has grown, the brand's comprehensive operation ability is tested, which poses many challenges to the brand.

ZARA: the example of big store mode, in the long run, the so-called "big store mode" now appearing in China will be pformed into the SPA mode represented by ZARA.

Metersbonwe has been trying to introduce and digest this excellent model.

When ZARA landed in Shanghai, Zhou Chengjian, its chairman, sent special people to study the details of their stores, including display, turnover speed, fabric grading and knitted techniques on clothing labels.

Not only that, Zhou Chengjian also went to the parent company of ZARA in Spain in 2006.

On the surface, the characteristics of ZARA are summarized as follows: fashion, quick response, and low price.

Deep analysis, it will be found that all this stems from the unique mode of operation, ZARA represents a new fashion SPA brand operation mode.

ZARA's business logic: not to create fashion trends, but to collect and digest global fashion trends through various channels, pick out the most popular clothing, and rapidly introduce the most popular styles through improvement and variety.

Striving for time to avoid the depreciation of clothing and increase gross profit margins; because of the huge number of styles launched every year, the mode of "Limited sales" can be adopted in a large quantity and low quantity way, which can be completely digested without discount, avoiding the unsalable sales caused by a small number of traditional items. At the same time, the rapid updating of clothing styles has strengthened the guests' sense of freshness of ZARA, and consumers have visited their stores 17 times a year, while the average level of the industry is only 3-4 times.

ZARA's rapid response and absorption to the global fashion trend and its ability to rapidly introduce new products have become the research object of many garment enterprises.

A few places need to improve the route of the big store mode, but how to improve the efficiency of the shop is a very important problem.

To improve the efficiency of shops, the most important thing is how to change people and how to train people.

In order to solve this problem, some enterprises have already started a lot of training, and set up their own training team.

They also set some standards and requirements in the operation of stores.

However, even if standards exist, it is also a big problem that the implementation is not in place.

In terms of methods, many enterprises have always emphasized that new methods should be introduced in the process of store management. However, at present, some enterprises have begun to change, and they have begun to abandon their original pursuit of new and peculiar ideas, but they have pursued more ways to implement and implement the one hundred percent feasible standards.

In addition, enterprises are starting to solve the problem by "shop coach". That is to let supervisors and hands-on teaching salesmen, through repeated training of shop assistants, finally form such an effect, and turn shop regulations into professional habits of shop assistants.

In terms of product positioning, from the current situation, the location of clothing brand products implemented in the big shop mode is relatively narrow. It is mainly located in young people, and also belongs to mass leisure. However, the brand positioning of international fashion killer is relatively mature, and age positioning is relatively wide. 25 to 45 year old consumers can find clothes suitable for their own clothes in their stores. ZARA has men's wear, women's wear, children's clothing, and so on, and its products are very rich in category.

Therefore, the domestic leisure brand located in the mass leisure industry should develop multiple products in the future and expand the consumption group of products, which is the inevitable requirement for the brand to continue to grow.

Talent is also a need to improve.

The sale of large stores is a complete system, which needs to rely on people to realize and needs to pform people. In China, what is missing most is a truly professional and experienced person with retail experience.

People with this kind of ability should not only have a strong understanding of brand, but also have theoretical height and retail experience, so that all theories and experiences can be implemented as a standard for brand operation.

The industry believes that whether or not an enterprise should open a large store depends on its brand positioning.

The characteristics of the big store mode make it especially suitable for the development of the leisure brand of the masses, but it is not suitable for all the leisure brands, and many consumers do not like the shopping environment of big stores.

However, as a whole, the big store mode is still a developing trend.