Secret: Shenzhen Women'S Clothing Sales Channels Deserve Attention

< p > at present, the women's clothing brand in Shenzhen has covered over 60% of the shopping mall in the first tier cities nationwide. A skirt can easily be thousands of yuan, or even tens of thousands of yuan. How do these women's clothes that are firmly branded on Shenzhen or are generous, beautiful, or enchanting or fashionable? How do they go to the whole country? Recently, a reporter visited the Shenzhen women's clothing brand enterprise, beginning with the Shenzhen women's clothing marketing strategy and sales channel. < /p >
< p > < strong > in large and medium cities, < a href= > http://sjfzxm.com//business/ > shop > /a > /strong > /p >
< p > in the clothing industry interview, professionals often tell reporters that 10 years ago, millions of dollars and tens of millions of women invested in a women's clothing brand, often "pay for the harvest". Now tens of millions of women wear a brand of women's clothing, often "beat the boat." However, there are exceptions. Li Xiao, the returnee entrepreneur of the 80's and the chairman of Shenzhen angelson Clothing Co., Ltd., in 2011, came to Shenzhen from Wuhan to set up a company. The sales performance has increased by 50% in the past two years. At present, there are more than 200 outlets in large and medium-sized cities across the country. When entering the women's clothing industry to create the brand of Skei Ed Brown (SEVABLM), Li Xiao avoided the strategy of combining the price with the first line brand and the strategy of market competition. At the same time, the product positioning was differentiated, and a large marketing strategy was adopted to attract franchisees. Li Xiao believes that the success of Skei Ed Brown (SEVABLM) brand is the success of marketing strategy. In July this year, the Shenzhen Clothing Fair, Skei Ed Brown (SEVABLM) brand hosted the opening show, and through the combination of various gorgeous women's clothing and the light and shadow of Italy City, as well as the gimmick of inviting movie stars to be popular, and so on, Skei Ed Brown was reported by many media. But what made Li Xiao feel most successful was that the investment of 2 level channels was very smooth. After the Shenzhen trade fair ended, more than 10 customers from many cities in southwest and North China joined, so Li Xiao's sales channels once again got the opportunity to expand to the mainland cities. < /p >
< p > when Li Xiao first entered the field of clothing in Shenzhen, he started his own business in distribution channels. Reporters noted that at present, Skei Ed Brown (SEVABLM) more than 40 self operated shops are located in the first tier cities, while the two or three tier cities joined more than 100. According to a press survey, most of the shops in the first tier cities of Shenzhen's clothing brands are self operated. Obviously, controlling the sales network of the first tier cities has become the consensus of Shenzhen's clothing industry. At present, some powerful brands are starting to operate in the second tier cities, and the sales director of a women's clothing brand introduces: "self run stores help to control sales channels more effectively." < /p >
< p > < strong > how to attract franchisee < /strong > /p >
< p > How can the franchisees of the two or three tier cities understand the Shenzhen women's clothing brand or the Shenzhen clothing brand and join the brand? Li Xiao said: "generally speaking, we should first contact franchisees, let franchisees know the brand, and then through the brand's large-scale activities to" move "franchisees. Reporters noted that Li Xiao likes to create topics. Last year, Skei Ed Brown (SEVABLM) took part in the love pin, and invited the famous actor Yang Tongshu to be the heroine. Yang Tongshu played a fashion designer in the film's debut. Li Xiao introduced that from Yang Tongshu to join the Department's Micro film and post production, Skei Ed Brown (SEVABLM) expanded the transmission radius of the event through television, newspapers and new network dissemination, so that more consumers and franchisees could understand the brand. "Every big event of Skei Ed Brown is a good time for us to harvest franchisees." Li Xiao said that the franchisees who contacted earlier, as Skei Ed Brown (SEVABLM) made the topic, gradually understood the brand and joined the brand. It is reported that with the promotion of the micro film love pin, the sales channel of Skei Ed Brown (SEVABLM) brand will expand to the two or three tier cities in the mainland. < /p >
< p > "our team is very young and creative. This is our advantage. " Li Xiao said that the franchisees in the two or three tier cities are also growing rapidly. Many franchisees are already new generation successors. They are more willing to contact creative brands and grow with brands. This is the advantage that Skei Ed Brown (SEVABLM) is different from Shenzhen's large number of mature women's clothing brands. As a new brand, when the situation is not good, big brands may take a contraction strategy because they are too big, and this is precisely a good period for the new brand "horse racing enclosure". < /p >
< p > reporter found out that the brands of Shenzhen women's wear found that despite the noise of Internet sales, the brands did not slow down the pace of online shopping while paying attention to Internet sales. Entering the two or three line city has become the consensus of the industry. A Shenzhen women's clothing brand official pointed out that the consumption power of the two or three tier cities has gradually increased, and the market potential of the future is in the two or three line cities. < /p >
< p > < strong > how to catch the high-end customers < /strong > /p >
< p > reporter survey found that in Tianhong, Maoming, Wanjia, Bailian, Baisheng, Baisheng and other nationwide networks, there are shopping malls for women's clothing brands in Shenzhen, which occupy most of the sales channels of Shenzhen women's clothing, and the stores that Shenzhen women wear in the second tier cities also occupy an important position in the sales channels of women's wear in Shenzhen. < /p >
The fashion club is the high-end sales channel of Shenzhen women's wear brand P. In Shenzhen Tianan digital city and in the peaceful industrial area, there are fashion clubs with luxurious decoration of all Shenzhen women's clothing brands. And the VIP customers of Shenzhen women's clothing are enjoying the same treatment. Some VIP customers can make friends to fashion clubs for experiential consumption after appointments, not only with coffee, but also in private private rooms, etc. some VIP customers can enjoy high-end women's clothing brand or 40 percent off or 30 percent off discount rights. It is necessary to know that the discount of high-end women's clothing brands in Shenzhen is very limited, and some women's clothing brands can even play the lowest 10 percent off. Why do VIP customers have such high-end rights? Journalists have noticed that it is not easy to become a VIP customer. Some brands can spend more than 50 thousand yuan to get VIP; some brands accumulate 200 thousand yuan a year to reach VIP; some brands of VIP have different recharge limits, 10 thousand, 20 thousand, 30 thousand, and so on. Different recharge lines enjoy different discounts and enjoy different services. < /p >
< p > < strong > network sales strategy < /strong > < /p >
< p > with the development of Internet, Shenzhen women's clothing pays more attention to network sales, but so far, offline sales are still the main selling channels of Shenzhen women's clothing brand. Reporter survey Shenzhen women's clothing brand enterprises found that Shenzhen women's clothing brands have opened shop on Tmall, but also keen to sell some seasonal or inventory products to vip.com on sale sites. According to vip.com's earnings report, the total net revenue in the first quarter of 2014 increased 125.9% to 701 million 900 thousand US dollars, and has achieved six consecutive quarters of continuous profit. < /p >
< p > the main reason for the sustained growth of revenue is that the number of active users has increased from 2 million 800 thousand in the same period last year to 7 million 400 thousand, an increase of 165.1%. However, the reporter noted that the products of the Shenzhen women's wear brand in Tmall are generally slightly different from those of the exclusive stores or shopping malls. Although some styles are similar, they belong mostly to the inventory products. Some similar styles of women's clothing are inferior to the sales channels under the line in terms of fabric quality. The industry pointed out that this is a way of self protection for women's clothing brands. Shenzhen women's clothing brand's premium ability is strong, trapped in the Internet's cheap consumption, the women's clothing brand has to reduce the posture discount sale, how to obtain the network consumer at the same time, does not harm the entity shop's expense interest, the women's clothing brand must grasp the degree between the network sale and the entity sale, can only make the article in the style, the fabric quality. < /p >