Local Businesses Shut Up: It'S A Blessing In Disguise.

Facing the severe industrial situation, local enterprises are going to rely on the return of products so as to achieve contrarian growth. In fact, on the basis of the return products, the brand performance of these garment brands in channel construction, capital strategy, brand resource development and brand image enhancement is also worthy of praise.

Closing shop is not necessarily a bad thing. It may help local economic development.

In terms of channels, some local brands represented by the United States and the United States are labeled as "closed shop tides".

　　 Joeone 2014 semi annual report also showed that, due to the continued downturn in terminal consumption, in order to control operational risks, the company slowed down the progress of opening stores and closed 73 stores with poor efficiency.

In addition, as of June 30, 2014, the number of sales terminals of the group was reduced from 11 to 562, and at the end of 2013, the number of sales terminals was 573. The number of Kaiser stores decreased from 462 at the end of 2013 to 408, which reduced by 54.

　　 review With the development of the industry, MB and other garment enterprises have conducted large-scale operations since 2013. By the end of 2013, the number of stores in the United States was nearly 5000. By the end of 2012, the total number of stores was 5220, and the number of stores has decreased by more than 200 in the past year.

In view of the phenomenon of Guan Guan, Zhou Chengjian, chairman of Shanghai Metersbonwe apparel Limited by Share Ltd, said that the business has been adjusted for many years. Many factors such as lease maturity and urban spanformation are combined. It is not strange to adjust hundreds of stores a year. In the thousands of stores in the United States, about 5% of the shops have been adjusted and improved in a benign structural improvement process.

Facing many factors such as rising cost and tight consumption, many garment enterprises take the initiative in strategic adjustment in terms of channels to cope with changes in the terminal consumer market and the impact of the Internet.

It's time to sort out the camp system.

"And the UNIQLO." Zhou Jianping, chairman of Hai Lan home clothing, and chairman of Limited by Share Ltd, tossed down his bold words in the backdoor listing. Hai Lan's home did not say play, stationed in shopping malls, open outlets, the layout of the layout of the two or three line cities, online and offline at the same time the same price. action Once again, it shows the "ambition" of all channels to the industry.

It is understood that Hai Lan's home added 277 to 3164 stores in the first half of the year, and its brand revenue was 4 billion 825 million yuan, up 42.30% over the same period last year. The driving force behind this figure is the unique parity model of Hai Lan's home, that is, the upstream credit sale system plus the downstream financial affiliate system. Specifically, Hai Lan's home can guarantee the low price of goods by increasing the proportion of upstream buyout, so that the products can be more cost-effective, while protecting the company's profit sharing. In terms of franchisees, Hai Lan's home is exempt from the deposit for the new franchisees and the old franchisees who extend the contract. The franchisee with a yield of less than 15% will maintain a high proportion of 35% and reduce its capital pressure, which makes the channel sales rate exceed 70%.

But in comparison, more brands began to tighten their channels and carefully layout the direct camp system.

After half a year's adjustment, the proportion of Bosideng direct shop has reached 33% so far. "Direct camp" is the trend of future retail. Direct stores can increase gross margins for retail sales, and help to display brand image and products, which can effectively control the operation efficiency of stores. " Gao Dekang, chairman of the board of directors of Bosideng International Holdings Limited, said that Bosideng is still in the exploratory stage in setting up direct stores. The group is studying how to enhance the image of the store and formulate the standard of retail operation.

Over the years, franchisees have established a huge sales channel for Bosideng, so that Bosideng has a high market penetration. In order to make overall planning and effective control of franchised stores in the region, Bosideng, through the investigation and analysis of the channels, formulating a reasonable proportion of direct and franchisees to ensure that the sales channel of the group is at a reasonable level.

Gao Dekang has repeatedly said in an interview that in the economic environment is not very ideal, to convey the confidence of the Chinese garment industry spanformation and upgrading, innovation and development is particularly important.

In his view, CHIC is an excellent platform for delivering confidence. It not only shoulders the responsibility of brand presentation and market development, but also more importantly, it can guide enterprises to think more about the future direction of brand development in a more pragmatic and rational way in the face of adversity.

Big shop mode upgrade to welcome spring of experience

The mode of direct operation has a long history. If ten years ago, the big store direct + affiliation agent was the best way to quickly occupy the market in the United States, then now the big shop upgrade, and the brand ushered in the "experience spring" is the collective wisdom of many brands. In Zhuzhou, Hunan, the United States experience store, the whole circulation, cloud storage, cloud payment and other new services provided by the Internet tools have been launched. "One shop out of stock, the national search for goods" double line operation in driving the turnover rate of goods, but also improved the backlog of inventory.

While emphasizing service, experiential stores should also focus on Internet thinking, as the brand representative of the O2O strategy in the industry. At present, the operation of O2O can explain the problem, and the number of members, the rate of re purchase and the unit price of passengers are all increasing steadily. The proportion of member shopping in total revenue is obviously improved.

"O2O is an important part of our Internet strategy, but Internet is not only introducing O2O into marketing links. In fact, the Internet will play an increasingly important role in product design, internal management optimization and supply chain optimization." The head of Metersbonwe said.

Once the "big brands strong occupy the second tier market, small brands focus on the three or four line market in their respective regions", the channel pattern is disintegrating. Local brands and even internationally renowned brands have implemented the strategy of channel sinking and O2O layout, and more diverse and complex close combat is starting.