Clothing Brand Counter Attack Oneself Opens A Shop: Kicking The Dealer

In recent years, the apparel industry has been in a downturn. In order to enable enterprises to continue to supply their best sellers, dealers sometimes hide their inventory from the brand side, resulting in distortion of the terminal sales data of the brands, which leads to high storage pressure.

"At present, most dealers are faced with the problem of how to quickly sell products, realize product circulation and capital withdrawal, and the profits of dealers are declining."

Senior industry insiders said.

although

It can save the cost of channel expansion for enterprises, and speed up the market for enterprises. However, the direct mode is more conducive to better control of terminals and brand development.

Therefore, in the case of the operation of both sides, many capital enterprises choose to withdraw their agency rights.

"The fast fashion brands in recent years are all direct battalions and have strong control over channels.

But the way that fast fashion brands go to distributors may not be applied to popular brands.

Industry veteran told reporters that for funds and talent strength is not strong, or is still in a stable period of the enterprise, the agent resources development channels will help to better push into the market.

"A lot of brands turn into direct stores, but their performance is worse.

For example, in the first half of, the more than 300 companies reduced 90 million revenue after joining the direct camp.

ONLY is also a typical example. After the withdrawal of agency, the efficiency of shops is obviously not as good as before.

Insiders said.

"Why?

The new speed of goods is very fast, and it has nothing to do with its direct business mode. "

Insiders said, "agency mode stores are isolated, and information feedback is not smooth, making inventory, cargo pfer, company statistics difficult and so on.

There are no such problems in Direct stores, so the new ones are faster.

However, although the middle part of the distributor is removed, there is little room for lowering the price of the goods unless the enterprise changes its brand positioning.

Insiders told reporters that

After that, the profit margins of the brand operators have indeed increased, but the cost of store operation, management and manpower costs will also be borne by the brand itself.

In addition, enterprises consider more brand positioning.

"In fact, for consumers, Direct stores can avoid buying fake goods."

The owner of a shopping mall with more than 10 years of experience in investment promotion revealed to reporters that, especially in the overall downturn of the clothing industry, the performance of brand stores has shrunk and dealer profits have also decreased.

The adulteration of dealers often occurs, but this rarely occurs in Direct stores.

After all, they are their own brands, and enterprises will not fight their faces.

Direct store can be said to be a brand image shop. From the perspective of future development, image shop has an indispensable function, and it can play a role in publicizing brand image and brand culture.

Therefore, there will be more concerns in the service quality, management and activities promotion.

Now experiential marketing is in the lead, and many newly opened clothing outlets have taken a lot of thought in this regard.

Now the clothing store cross-border cooperation is very popular. Some shops introduce food, coffee, workshop, children's formats and other elements, in fact, they are directly targeted at the consumer experience of the target audience.