Behind The Image Of Shoes And Clothing Enterprises: Upgrading The "War"

< p > if you ask "a href=" http://sjfzxm.com/news/index_cj.as "beside" /a ", do you still go shopping? I guess he will be stunned for a while and don't know how to answer.

Perhaps, he is really used to online shopping, but he did not abandon shopping and shopping.

Because these two ways have different life fun.

< /p >

< p > last week, in the recent market atmosphere that many brand names seem to have little new posture, Kangnai (Kangnai store) brand has highlighted the first eighth generation terminal image "respecting Museum": 265 square meters of large space, dress up fashion elements to enhance brand image, refine and display the cultural story of shoes products, try digital retail mode in the future.

This move is being watched by people in the industry.

< /p >

< p > earlier, in Semir (Semir store) clothing 14Q4 ordering meeting, Semir Nantong Tongzhou new image shop's photo was made into a huge poster posted at the order meeting site.

In the first half of this year, Semir Jiangsu Haimen Jiefang Road two store, Gansu Tianshui maijie pedestrian street shop, Harbin Bayan new image store, Shijiazhuang red flag Street shop and other shops were all grand opening, Yuncheng liberation road two shop, Daqing Manchuria Xinghua Street store and so on were also re opened and opened.

Semir's new store has bright spots.

< /p >

< p > in addition, the new marketing channel mode of < a href= "http://sjfzxm.com/news/index_cj.as" > AOKANG < /a > (AOKANG store) -- AOKANG International Pavilion, the 9 brand products of own and agent, takes root in the second tier cities.

In 2013, there were 81 new international and famous brand houses in AOKANG shoe industry.

< /p >

< p > > the so-called "laymen watch the bustle and watch the door". The Wenzhou people in the world of business may have a question: what is the implication behind the terminal image war of Kangnai, Semir and AOKANG? What are the commercial retail changing trends? < /p >

< p > open the Semir clothing and AOKANG international 2013 annual report, you will see a similar analysis: "the construction of shopping centers and the development of e-commerce, diverting the traditional street store outlets, the terminal performance level has declined."

"Small business area, weak product mix, poor image shops due to poor risk tolerance, varying degrees of performance decline."

"Changes in the market environment will enable industry competition to shift from simple store expansion, large-scale distribution to product mix, supply chain management, channel adjustment and so on."

< /p >

< p > reviewing the history of the development of footwear industry in Wenzhou, setting up a commercial buzzword: the whole industry's "business mode" is like this: the first stage, the mode of product manufacturing and wholesale; the second stage: the brand monopoly mode of street stores.

In these two stages, the brand of shoes and clothing in Wenzhou, especially the brand of leather shoes, has been "swept away" in almost two or three lines of cities.

According to the 2013 annual report of Semir costumes, Semir has reached 4029 stores nationwide, and Barbara has 3471 stores in the country. Its brand awareness and market share are among the forefront of the industry.

The number of stores in AOKANG in 2012 was more than 5000.

It is obvious that the traditional way of Wenzhou shoes and clothing brand to "fight the world" is to expand franchised stores, distribute goods to various places and increase market share.

< /p >

< p > but after 2010, with the rise of the "a href=" http://sjfzxm.com/news/index_cj.as "network" /a "retail and commercial complex, the channel structure of the retail market showed a significant change trend, so far, the trend has become increasingly evident.

As a result, the market advantage built by Street store brand is challenged by the new business mode.

The consequence is that many local shoe and clothing Brand Company have lower operating income, increased inventory and reduced profits.

< /p >

< p > facing the market predicament, the famous shoes and clothing enterprises have taken the lead.

They find that although online shopping is booming, shopping is not just shopping, but a way of life experiencing and experiencing brands.

This seems to enhance the confidence of the business sector. In the era of online shopping, the entity store is still the mainstream, and it can also extend the business mode of combining online and offline.

Obviously, there are opportunities in challenges.

< /p >

< p > obviously, in the past two years, the local shoe and clothing brand enterprises have tried to pform the street store, to the pformation of large shops, integrated stores, experiential shops, O2O mode stores, whether Semir's direct brand store, AOKANG International Pavilion, AOKANG famous brand hall, and Kangnai's new open industry exhibition hall are all a practical pformation of this business pformation.

< /p >

A p marketer, a marketer in Semir, said in a piece of material that the change brought by small shops to big shops is not only a large business area, but also a standardized display and performance. More importantly, the store management has achieved a qualitative leap.

To open a large store, we should not only work hard on the store image, but also adopt more modern management methods in product display, promotion, after-sales service and personnel training.

From site selection to fixed decoration plan, ordering and personnel training, every step should be carried out with great care.

< /p >

< p > "AOKANG International Pavilion is not simply to integrate small shops into large stores, and upgrade the shops. The birth of it is a change of shoe marketing mode."

Prior to this, Wang Zhentao, chairman of AOKANG footwear industry, said.

In line with the expansion of one-stop shopping platform, AOKANG put forward the "fashion line" featuring "fast" in early 2013, that is, 24 hours of R & D, 3 hours of production, 24 hours of logistics, and 30 days to ensure the most fashionable and fashionable products for consumers.

< /p >

People in the industry may understand that although brand businesses increasingly emphasize the upgrading of stores, products and services, as well as the "fast" and "personalized" operation services, the commercial slogans put forward are also dazzling, but it should be said that at present, P is still on the way to a better vision.

The truth is, can the operation chain be fast? It's like a team carrying on a relay race. As long as there is a slow link in the process, the effect may not be as fast as expected.

Therefore, this is a process improvement process, which requires resources input, time to run in, demand skills experience accumulation and imparting.

< /p >

< p > AOKANG shoe industry has said that the fast fashion "fast" tests the ability of a company to grasp the market as a whole. It shortens the product development cycle, requires enterprises to be extremely sensitive to the market, and extracts the fashion messages with the fastest speed and reflects them in the products. This puts forward higher requirements for the production of products. At the same time, it must have strong logistics system support and greatly improve the circulation speed of products.

In addition, "fast" also involves price control capability, sales forecast and supply chain reaction speed.

< /p >

< p > industry insiders say this is just like what the actor said, "one minute on the stage and ten times on the stage."

The good operation efficiency of enterprises comes from the perfection of every link.

Therefore, this business pformation is a great test for all shoe and clothing enterprises in Wenzhou.

Enterprises must concentrate on honing their internal strength, learn from all the existing business experience at home and abroad, and dare to constantly try new things.

< /p >