Expert Opinion: The Impact Of The Electricity Supplier Will Continue.

In the " Double 11 "Once again, a record of sales on the offline sales line, the chain of clothing chains down the line has repeatedly heard the news of closing stores. Recently, Giordano, a casual wear brand, announced that it had closed 63 stores in mainland China in the third quarter. And clothing industry experts believe that due to the alternation of new and old retailers, the trend of clothing stores will continue to ferment.

according to Giordano The third quarter report released a total of 74 retail outlets in the third quarter, including 63 in the mainland and 85% in total. In the past year, Giordano has closed 165 stores in the mainland of China, and its sales in mainland China, Hongkong and Southeast Asia have dropped synchronously. The three quarter report also showed that Giordano's sales in mainland China amounted to HK $341 million, down 5% from the same period last year, which has set Giordano's lowest value in the last 11 quarters.

At the same time, Baleno, JEANSWEST and the same type of brand are also facing the trouble of closing the shop. According to relevant data, in mainland China, the number of Baleno's stores decreased by 388 to 3432 from 3820 in the previous fiscal year. By the end of last year, JEANSWEST had reduced 253 stores in mainland China, including 194 outlets. In the first half of this year, there were 88 stores in IgG, 347 in the seven wolves, 73 in the nine Mu Wang Guan, 53 in the card slave Road, and 46 in Hinur's shop.

Reporters survey found that Giordano, Baleno, Semir and other popular leisure brands have opened. Tmall Shops, this year's "double 11" have launched 50 percent off, buy full reduction and other activities to attract customers. However, this also allows offline stores to become the role of fitting rooms faster.

Expert opinion

The impact of the electricity supplier will continue.

"100% of the sales of former clothing stores came from offline, and now only 70% come from offline." Ma Gang, a clothing industry expert, said that now it is not only clothing retailers, but also the whole retail industry is facing the alternation of new and old retailers. Consumers after 80 and 90 are already used to shopping online. Clothing brands must recognize this change and adapt to this change as soon as possible.

Ma Gang thinks: "the total sales volume of clothing has not increased yet, but the way of cake distribution has changed. Therefore, if some old clothing brands are still sticking to the line, they will not actively develop online O2O sales, and the trend may be particularly concentrated on these brands.

At the same time, Ma Gang also believes that Giordano, Baleno and other old brand of popular leisure clothing brand competition in the one or two and three tier cities intensified, the profit space has been shrinking, and the four or five line of urban consumption rise, these brands did not seize the opportunity in a timely manner. This also led to the popularity of the mass leisure clothing brand.