"Factory Outlet" Mode Achieves Better Market Model Response

After the new year of spring, Wenzhou clothing At the Spring Festival tea conference of the chamber of Commerce, the "factory direct selling mode" has become a hot topic in the industry, and its significance has been raised to a feasible path to seek business mode innovation under the new situation.

In the past 3 years, Clothes & Accessories Brand enterprises such as Joe ton, news bird, Dong Meng and so on, have begun to do direct retail business, and have launched the extension strategy of brand and ODM manufacturers to retailers.

The "factory outlet" mode has become a useful exploration for local clothing brands to solve the difficult problems of entering the shopping mall and the expensive operation cost of the prosperous business district. This business phenomenon brings inspiration to the industry: the leadership of the clothing chamber of commerce puts forward a plan to build a commercial center outside the prosperous commercial area, for example, in the area of Lanjiang Road, which has gathered several large quality men's wear brand direct selling shops, to create "Wenzhou" in China. Spin Clothing brand central city factory direct sales block. If this idea is successfully realized, it will provide a new experience for the business model innovation of local small and medium-sized clothing brands.

　 Jordan case: first, do business at home.

The area of urban Airport Avenue, Lanjiang Road, is becoming more and more popular recently. At present, Lanjiang route north to South distributes many factory brand direct selling shops such as the wedding bird, Zhuang Ji, Jordan and so on, shop advertisement and poster advertisement can be seen everywhere.

Jordan sells directly to the opposite side of Jordan's factory. Entering the store, one area is selling authentic goods, and the other is selling discounts. "We just opened more than 4 months, and business is better than expected. Many can't get a satisfactory discount. clothes Customers will buy positive prices. Jordan clothing director Lin Wu said.

The Jordan outlet store has an area of 1500 square meters and has been open for 7 to 8 years. 3 years ago, Joe began to do direct retail business. In October last year, a 380 square meter shop was opened in the direct selling store, and the retail service level of the outlets was also raised.

Lin Wu introduced Qiao ton to take the agent sales mode to focus on customer orders to produce products. Now, after doing direct retail business, it can produce according to its own product positioning, and some of the concept items that are not sold well will be displayed in the shop, emphasizing the fashion design sense of the brand. The service of the valence shop emphasizes customer experience, and the store manager is divided into one star to five star level. Next, we will emphasize the "dress consultant" service.

First, do a good job at home business, reserve some retail talents, and then copy the successful experience outwards. When it comes to the significance of selling direct shops in a factory, Lin Wu said. He believes that the restricted area of the prosperous business district and the large space of the shops in the factory area are easy to form the scale of brand sales and have an advantage.

Mode exploration: factory outlets are diverse.

stay shoes Wenzhou is a well-developed industry, and factory outlet stores are common in the past 10 years. However, under the new business situation, the factory outlet stores will usher in "new life": richer products, more experience in retail service, full discount and positive prices, equal emphasis on fashion and cost-effective.

Shen Yingqin, chairman of Jordan clothing, said at the tea party that at present, the contents of the factory outlet store mode are evolving, and there is not a very exact pattern. Diversity is a notable feature at present.

2 years ago, the wedding bird clothing was the first to innovate in the "factory outlet store" mode. It opened the first "Phoenix Shang Shang" experience shop in the headquarters of Yongjia North export company, took the integrated store mode of many brands and store stores, and assembled more than ten famous men's wear, women's clothing and leather shoes brands, including the brands of the wedding bird. After that, the business model was copied outwards. Shanxi Datong shop, Shaanxi Shenmu store, Fujian Xiapu store and Wenzhou Jiale store opened one after another.

In addition to clothing brand enterprises, some manufacturers engaged in ODM manufacturing also try to retail business in the "factory outlet" mode. Chi Huijie, chairman of Dong Meng clothing, said that clothing enterprises that are engaged in high-end manufacturing can go. Designer Brand, factory brand, international brand agent three integrated store mode, so as to hatch out a batch of very distinctive clothing brands.

At the end of last year, Semir clothing headquarters, which had just moved in, also opened a multi brand integration store, presenting the company's major brands in the store store format, showing Semir's grasp of different market segments and different consumption needs. Semir related people said that the integrated store is currently only being visited abroad, and may be open to the outside world in the future.

Industry inspiration: looking for new business models

At present, the business environment of Wenzhou clothing brand enterprises is like this: large shopping malls have a high threshold and high operating costs; the bustling area shops are expensive, and the scale is small. As a result, the traditional business models of enterprises need to be innovating.

At the same time, the consumers that the enterprises are facing are becoming more and more broadened, and the brand consumption tends to be rational, so they will not blindly pursue foreign brands. In addition, Wenzhou's independent clothing brand has a strong international fashion sense and a world-class manufacturing capability.

Chen Qixiang, Deputy Secretary General of the Wenzhou clothing trade association, believes that the current situation of the price of 7 to 8 times the price of the terminal clothing of large shopping malls makes consumers have the pursuit of better cost performance. The local brand has a strong sense of fashion. If we take the factory direct selling mode, we can attract consumers by virtue of high cost performance.

Chen Qixiang said that similar "factory outlets" mode in Italy, such as clothing brand power already exists, can copy the successful experience. For Wenzhou enterprises, there is room for further development of this mode, which can be extended not only to factory stores, but also to integrated brand stores in sub commercial centers.

At present, Wenzhou, as the "China's textile and clothing brand center city", is a demonstration city for the domestic garment industry to strengthen its own brand building. Chen Qixiang disclosed that the chamber of Commerce leaders put forward a tentative plan for the "factory direct sale" mode, that is, in the area along the airport road, Lanjiang Road, and try to build a direct selling block of the Chinese textile and clothing brand central city factory, with the characteristics of cost performance and personalized brand, exploring a feasible path for the enterprise to sell to zero.