What Is Left Behind The Brand Of Jack Jones, The Bestseller Group?

< p > recently, Linghua fashion announced the acquisition of M and M Direct in the UK online fashion store at 1 billion 300 million DKK (US $240 million). The company's responsible person said that the acquisition would help to increase the company's experience in online apparel sales. < /p >
< p >, however, Cui Yu, consultant consultant of CIC, told reporters that O2O is essentially one of the sales channels of enterprises. Enterprises can enhance their sales channels by strengthening their operations, but fundamentally, they still need internal management, product innovation and the integration of online and offline channels. "Simply doing O2O can not save a company, and the latter is the key." < /p >
"P" and many journalists interviewed said that the problem of "bestseller" is "basically no change for so many years". < /p >
< p > < strong > > a > brand aging < /a > /strong > /p >
< p > < strong > /strong > bestseller can be seen as an opportunity in the Chinese market. < /p >
< p > once upon a time, the top brands of the clothing were the weathervane of the fashion trend of domestic clothing. The people who knew very little about the clothing brands in Europe and America had set off a fever of Jack Jones and Only. The clothes worn on these big brands can instantly transform into the "tide people" in the eyes of the public. < /p >
< p > 1997, Danish clothing retail brand Bestseller employees Wang Peide (Allan Warburg) and Danfei (Dan Friis) came to China to create the silk fashion, and gradually introduced its brand Only, Vero Moda, Jack&Jones and Selected into the Chinese market. < /p >
At the time of P, domestic leisure wear brands Metersbonwe and Semir were just established "little boys", which almost could not threaten the bestsellers. At this time, the "pioneer" UNIQLO in the fast fashion army has entered the Chinese market for 5 years, and other brands such as ZARA and H&M are even more distant. < /p >
< p > for the bestseller, the Chinese market at that time is a good situation: domestic consumers are still not aware of the different styles of European and American styles, and other international brands have not yet joined the competition, so they can almost enjoy the whole piece of cake. < /p >
Because of P, several brands of the company are rapidly gaining ground. The number of shops in the country has reached nearly 1000 in just a few years. The latest public information shows that the series of brand names has already covered more than 300 cities in China, with over 6000 stores and sales exceeding 30 billion yuan. < /p >
< p > Cheng Weixiong, a senior fashion expert, told reporters that the "bestseller" would be "selling and making money" as soon as it opened the shop. Therefore, a large number of shops were opened up all the way, but there was no hidden danger behind them. < /p >
< p > 2007, the fast fashion brand led by ZARA began to enter the Chinese market in a big way. The same European and American styles and styles, faster new speed, close or even lower price, made them quickly win the favor of domestic consumers. On the other hand, several old faces of the company, the store image for many years, the marketing method is single and immutable, and the original European style has become vague and mediocre under the impact of these new international brands. < /p >
< p > Cui Hongbo, founder of Shanghai brand management, told reporters that a significant change brought by the Internet to the clothing brand was that the product life cycle was rapidly reduced. "The past style of clothing from development to popularity to deep penetration has a 3~5 year cycle. In the Internet era, because of the transparency of information, the clothing of the same style suddenly increased, which accelerated the cycle of product homogenization and the probability of being eliminated." Cui Hongbo said. < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_p.asp > Channel > /a > /strong > /p >
Most people in the industry are surprised by the fact that, in the face of challenges, the first reaction of P is the transformation of channels: since 2009, the fashion has begun to reduce the number of franchisees on a large scale and increase the proportion of direct outlets. < /p >
Ms. P, who once was one of the Only franchisees in Sichuan, told reporters that in early 2011, she voluntarily gave up joining the brand. "The frequent sale of our orders will result in a very high sales target. It is almost impossible to complete. After that, the companies in the circle wanted to turn all of them into a direct camp, and I quit." Ms. Chen told reporters. < /p >
< p > and there are many other franchisees like Ms. Chen. Publicly available data show that from 2008 to 2010, the proportion of bestseller franchises dropped from 50% to 28%. < /p >
In the early 2011, P said publicly that 70% of the brand clothing will be sold through its own stores, and it is expected that this proportion will rise to 90% in the next two years. < /p >
< p > for this reason, a senior industry insider who did not want to be named thinks that when he entered the Chinese market, he made a big mistake: in order to quickly seize the market, he did a lot of extensive expansion regardless of the consequences. < /p >
< p > "the mode of general agent in the early stage has really caught the market quickly. Many of the total agents that are bestsellers are very good at the relationship with the local shopping malls, so they can get a good location. But when it stands firm and wants to withdraw its stores, it finds that it may still not be the original agent, but the existing channel dominance is collapsing. The industry insiders said. < /p >
< p > Cui Hongbo further indicated that the rule that the brand should follow is "adjustment in the rush hour, decline and stability", while the bestseller is exactly the opposite. When the brand is in the throes of pain, the channel will be subverted. This passive adjustment will bring multiple pressures to itself. < /p >
< p > "business is good in the past and offline. Everyone is blind. But now the demand for meticulous management has been getting higher and higher. There is also the management of goods, which originally passed the distributor level, and the pressure of inventory and capital flow was also transferred to dealers. And all of them must bear their own pressure when they go straight to the camp. In addition, with the poor environment, the inventory problem is a natural thing, not a lot of special deals. " < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_p.asp > hard to save oneself > /a > /strong > /p >
< p > Cui Hongbo is right. Facing the multiple pressures from inside and outside, the fashion fashion starts online and searches for double sewers. < /p >
From P to 2009, the Tmall based electricity supplier began to carry out a large-scale discount sale in November 11th every year by the name of singles day. Jack Jones began to take part in the big promotion from that year and created the highest sales record of that year -- 5 million yuan. Even in 2013, the "double 11" sold 172 million yuan and became the No. 1 clothing category. < /p >
Besides P, other brands such as Only, Vero Moda and so on are ranked the forefront of the promotion of women's clothing sales every year. < /p >
The same is true under P. The industry said that since 2011, a large number of stores and shopping centers in the country have appeared in the sale of bestsellers, the discount rate is 3~4 discount, "the pressure of outgoing storage is not generally large, but this is undoubtedly a huge kill for the brand that is bestowing." The industry insiders said. < /p >
"P", because of this, the more popular the sales promotion is, the more ambiguous the consumers and the industry know about the brand image. Who will buy the positive price goods? "/p >
Cheng Weixiong P bluntly pointed out that promotion itself is a double-edged sword: "the intensity of the discount is large, and the normal sales of goods are less. This is a relationship that goes away." The problem with bestsellers is that the time and extent of promotion are totally beyond the expectations and bottom line of the people. At the same time, they have almost exhausted the accumulated brand image while reducing inventory and changing sales volume. < /p >
< p > fortunately, perhaps aware of this problem, we have been looking for new solutions since last year. One of the important strategies is to transform to O2O (online offline cooperation). < /p >
In the middle of 2013, in the middle of P, WeChat launched a O2O project with WeChat in a low-key way. Consumers can understand the product information and complete the purchase process through the WeChat scan code. At the same time, the brand has also launched a brand micro shop, hoping to get through the mobile terminal. < /p >
< p >, but according to the reporter, this attempt is not good. Its Vero Moda mainly participates in the activities of O2O line scanning and online buying. Its scope is limited and its attractiveness is insufficient, so it fails to form a chain effect among consumers. Similar to this, the daily orders for inactive days are very few. < /p >
< p > Jingdong CEO Liu Qiangdong said in a speech recently that many enterprises are making electricity providers for the purpose of doing business, and have established the electricity supplier department. However, he believes that 99% of China's e-commerce departments should be turned off, because all traditional businesses simply do not need to set up an e-commerce Department. < /p >
"P", from the current perspective, how to get rid of difficulties is still unknown at the time of the fast fashion invasion and the rising of local fashion brands. < /p >