Women'S Clothing Breakthrough Development Bottleneck Requires Multi Brand Operation

Women's clothing industry has more potential than men's clothing industry.

With the support of excellent backstage system and the continuous intensive cultivation of design and product development, China's women's wear brands have more potential for development than men's clothing industry.

At present, due to the different needs of women in the north and South and the different market attributes in the north and the south, there is no more mature national brand in China's women's clothing industry. It is divided into two camps of northern and southern brands, and the representative brands of the two camps are Mars Phil and LAN Zi.

While enjoying the company's internal channels and connections, business can break through the bottleneck of single brand operation.

It is estimated that the total market for high-end high-end women's clothing is about 50. The bottleneck of a single brand is about 2 billion. If we want to break through the bottleneck of development, multi brand operation is the inevitable choice.

This year, the growth of department stores terminal is weak, and the sales of middle and high end women's clothing brands with department stores as the main layout also show a trend of slowing down.

Among them, apart from Zhuo Ya and Masfield Sue (Phil's subsidiary brand, age positioning and price down) and so on maintained relatively rapid growth, Mars Phil, Ya Ying and Song Li Si all have the growth, but the rate of increase is not big.

Generally speaking, the growth rate of high-end women's clothing in the first half of the year is not large. Many of them are on the right side or down, and the company with a comprehensive growth of about 10% is already a very good level.

Despite the end of this year

The growth rate slowed down, but the ranking of commodities remained at the forefront or slightly improved (South market ranked the top three to five, and the national total was sixth), indicating that this year's growth rate is mainly affected by the big environment.

In this regard, it also slowed down the pace of channel expansion this year, and shifted more energy to the upgrading of brand and product strength, VIP management, new channel exploration and SAP system laying.

First of all, offline ditch companies hopes to do well in VIP service management, continuously upgrade the loyalty of new VIP members and old members, and do well in sales and service.

At the same time, the SAP system is on-line, analyzing the customers through big data, pushing the products pertinent, and laying the foundation for the development of O2O.

In addition, in the face of the development of new channels, the company hopes to build a younger brand of online brand (price 500-1000 yuan yuan) to become a brand high-end online.

The brand will make up for the lack of online high-end women's clothing brands and use the online flagship store to sell the song's stock.

Ya Ying, as the representative brand of the high-end women's clothing in China, has basically maintained a relatively fast growth in recent years.

Even in the first half of this year, the growth of Shenzhen's stores has achieved double-digit growth in the background of weak terminal growth.

From the operation of KK Mall store in Shenzhen, the store opened 4 years ago. It is the largest one in 11 Direct stores in Shenzhen, with a floor area of more than 600 square meters and a usable area of 570 square meters, with annual sales of about 1500-2000 and flat effect more than 30 thousand.

In KK Mall, the main competitors are Mars Phil, Vignes, Caroline and so on.