Multi Brand Integrated Large Stores: Shoe Clothing Brand Channel Change "New Favorite"

< p > < strong > 3 enterprises test water "small department store" mode < /strong > < /p >.

< p > April 27th, the first multi brand high-end boutique shop "01MEN" newly launched by men's Clothing Co., Ltd., was opened in Guangzhou.

In May 20th, the card slave road also changed the business scope of the company from clothing sales to retail businesses.

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< p > May 20th, AOKANG international issued a fixed increase plan to raise 401 million 700 thousand yuan in funding, and plans to build 150 new AOKANG International Pavilion in the next 3 years.

In fact, AOKANG International launched the International Pavilion mode in 2013.

At the beginning of this year, the first AOKANG International Pavilion was officially opened in Wenzhou's five Horse Street, the company's headquarters.

By the end of 2013, there were 81 new international and famous museums.

AOKANG International said that after more than 1 years of operation, AOKANG International Pavilion mode has achieved the desired results and achieved a simultaneous increase in sales and sales profits.

Perhaps it is precisely because of the taste of "first try" to add confidence to the next big expansion.

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< p > the earlier test of water has a good news bird.

In the past two years, the news bird group has been pformed from a brand dealer to a retailer, and has put forward the strategy of "multi brand, multi series and internationalization".

As an important part of promoting this strategy, since 2012, the news bird group has launched its new retail format and multi brand integrated store "Phoenix Shang Shang".

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< p > "Phoenix Shang pin" is located in the two or three level market of high-end fashion clothing brand integration store, its first experience shop opened in August 2012, is located in Wenzhou Ou Bei news bird group headquarters.

In the next 1 years and more, Shaanxi Shenmu store (3400 square meters, 3 storeys), Shanxi Datong Inn (more than 3000 square meters, 3 floors), Wenzhou Jiale Plaza Shop and Fujian Xiapu store were also opened.

According to the plan, in the next 5 years, the news bird group plans to set up 100 such integrated stores in the whole country.

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Generally speaking, this multi brand integrated store mode is a pattern similar to "small department store" P.

There are even comments that the "01MEN" of the main buyer model is similar to the model of the department store.

Single brand, multi brand or multi category brand is an important feature of the product.

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< p > from now on, the business area of clothing and clothing based shops is generally between 3000~5000 square meters.

The shops of "Phoenix Shang pin" have opened more than 3000 square meters, and the newly opened "01MEN" area is more than 3000 square meters.

At present, AOKANG International Pavilion is mainly the sole brand of shoes, with a relatively small area of 200~800 square meters.

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< p > there is another notable feature of this kind of shop, that is, in addition to selling goods, the shop also emphasizes various supporting services.

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< p > "Phoenix Shang Shang" store has set up VIP area, which brings together a variety of services such as Manuela dressing in Spain, dry cleaning in Germany, Air Aroma perfume in Australia, premium coffee bar and appreciating cocktail party to create an international, all directional, one-stop shopping experience.

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The "P" AOKANG International Pavilion also provides "one-stop" high-end customization service.

As long as the customer walks on the foot gauge, within 30 seconds, the computer can directly simulate the product according to the foot type of the customer.

Customers choose leather, accessories and shoes according to their own preferences.

After a week, the customized shoes can be delivered to the customers.

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< p > < strong > 3 brand building "joint fleet" < /strong > /p >

< p > as the name suggests, < a href= "http://www.91se91.com/news/index_c.asp" > multi brand integration shop < /a > the most prominent feature is to require a large number of brands in the store, so as to build a "joint fleet" camp with agglomeration effect.

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There are about 20 men and women's shoes and clothing brands from Italy, France, the United States, South Korea and many other countries. The AOKANG International Pavilion brings together dozens of shoes and a small number of leather goods brands. The "01MEN" store is a collection of about 100 international brands in many countries around the world.

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< p > specific, the number of different brands is divided into three categories.

The first is the enterprise's own brand.

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< p > "Phoenix Shang Shang" store includes private brands such as men's wear, women's wear and casual wear, such as wedding birds, flangton, Haggis and hazzys.

"01MEN" shop sells carnage road's own brand, Carnot Road business and carnddie road holiday.

AOKANG International Pavilion sells its 5 private brands AOKANG, Kanglong, red Firebird, beautiful beauty and VALLEVRDE.

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< p > second are mainly international brands from many countries such as Italy and France. The acquisition of such brands is mainly through agency mode or management mode.

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< p > "Phoenix Shang Shang" shop, < a href= "http://www.91se91.com/news/index_c.asp" > international brand < /a >, one is the good luck bird as its China general agent brand, including Italy high-end men's clothing brand SOLOSALI and designer brand Bada Sari (MAURIZIO BALDASSARI).

The two is the brand of the lucky bird has the management rights, including Italy leather shoes brand MORESCHI, Versace group's subsidiary brand Cesar Paciotti (Cesare Paciotti), France (FABI), Stima (STEMAR), women's clothing brand UEN (SHADI), the high-end women's clothing Finidi (FINITY), the high-end women's wear brand Eve Eve (IFIF), Korea's AI Yate (THE IZZAT), the United States of America.

In 2013, the women's brand AVRORA and accessories TOMBOLINI (TOMBOLINI) were added to the store.

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< p > AOKANG International Pavilion has introduced a number of well-known international brands such as Martina Ali, MARTINELLI and SGARIGLIA.

Its rich international brand resources such as BALLY, Samsonite (Samsonite) and Mei brigade are all sales agents.

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< p > third is a brand with the right to management through mutual a href= "http://www.91se91.com/news/index_c.asp" > cooperation mode < /a >.

For example, in 2013, the card and nu Di road and Italy Angelico company gained mutual ownership of Angelico brand in Asia through mutual participation.

Compared with agents, this mode of cooperation with the branding side is more robust and is not subject to the expiration of the agency period. It is expected that companies with capital strength will also adopt more.

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< p > < strong > accelerating terminal pformation to cope with retail change situation < /strong > < /p >

At present, the blowout development of the Internet has greatly partitioned the retail market share, shopping centers occupy the traditional market share of the department stores, and gradually enter the two or three line cities. The traditional clothing retail entities shops, department stores and special counters have been greatly impacted.

At the same time, shopping centers and department stores have limited business space, and they are bound to some brands that want to build experiential shops.

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< p > and for a mature brand, the access threshold of large shopping malls is high and the operating cost is very high.

Even in the bustling area of the core city, there are many problems such as the rise in store rents and the small scale of shops.

These are bound to further enhance the brand of traditional shoes and clothing.

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< p > the superposition of various unfavorable factors has brought serious challenges to the operation of enterprises.

Among the above three brands, the performance of the wedding bird and the card slave road in 2013 were the first to decline since they were founded, and AOKANG international continued to experience deep decline.

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Based on P, these leading brands must find a way to change, to save the declining performance, and to seek the continued competitiveness of the brand in the complex retail situation.

The multi brand integrated large store mode is a common form of terminal innovation.

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Wu Zhize, chairman of the news bird group, had visited Britain before. He found that Marsha and another local company basically occupied 70% of the men's clothing market in the UK.

The two companies from the brand to the retail business are the company's own operation, there is no intermediate link.

This gave him inspiration.

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< p > in Wu Zhize's opinion, because of the lack of scale economy, profits will become more and more small and will be difficult to survive in the future, but if we form a "brand joint fleet", we can form joint efforts and dilute the cost, so as to form scale benefit through building a multi brand operation mode of direct operation system.

If the "Phoenix Shang" integrated store mode can be successful, that is, the brand development mode has been innovated, and the channel advantage has been highlighted for the brand.

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< p > Wu Zhize further pointed out that there are two ways for clothing brands to make profits: one is the scale effect, such as ZARA, UNIQLO, and so on. The shortcoming is that the rate is low, the scale profit is dependent, and the other is to make the brand value bigger. For example, the rate of Hermes and LV can be 50 times, and the space is huge.

In the future, the brand of the wedding bird should make full value chain through the combination of brand culture, business and social resources, and create more strategic "force points".

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< p > AOKANG international chairman Wang Zhentao's view also echoes Wu Zhize's formation.

Wang Zhentao pointed out that in the face of fierce market competition, the drawbacks of the once famous chain monopoly mode appeared. Enterprises need to innovate the channel mode and realize the two growth.

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< p > he further indicated that with the gradual promotion of the multi brand strategy of the company, the traditional shops were restricted by the business area and could not carry the function of multi brand promotion and joint driving development of the company. The proportion of super large shops and high-end shops was too low, which has become the main constraint factor for the rapid development of the multi brand cooperation of the company.

Today's consumers are also looking forward to meeting all the needs of shopping in a commercial street, a shopping center, or even a store.

Therefore, AOKANG International Museum develops brand integration and "one-stop" high-end customization to provide consumers with more diversified and international shopping experience.

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< p > Ka NDI road company also said that in recent two years, traditional retail outlets are facing challenges, pformation and pformation due to declining passenger volume, homogenization competition, frequent promotions and so on. Shopping centers have sprung up because of their appreciation, entertainment, leisure and artistry.

At the same time, the traditional retail industry in the mobile Internet era is likely to regenerate vitality through innovation such as O2O, and the retail form of terminal has changed greatly.

As consumer preferences change, buyers' stores and brand collection stores will become a new business model for the domestic garment industry.

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