High-End Clothing Brands Enter The Three Line Cities To Find The Way

The listed company raised 728 million yuan, which is mainly intended to invest in 136 new outlets and upgrade the existing stores in the next three years. When the environment is poor, why are we still committed to expanding under the line? The idea of future layout is to continue to expand the second tier cities, and focus on the three or four tier cities.

There are many examples of successful clothing brands in the three tier cities. YOUNGOR chairman Li Rucheng recently announced that it will open 1000 "big stores" in the next 5 years. In the days when Chinese men's wear is better than women's clothing, Li Rucheng's vision of 10 billion yuan starts from a shop in Xiaoshan, Hangzhou, YOUNGOR. The store sold 37 million yuan in 2014, with an average sales volume of 77 thousand yuan per square meter. Uniqlo Two times.

Location High-end Local brands can Three or four line city Finding the market is not difficult to understand, because the competition between the second tier cities is too fierce, the rents are too expensive and the marketing costs are higher. Foreign brands enter the Chinese market, first of all, a second tier city. Foreign brands are mostly capitalized. In the words of Xia Guoxin, a Spanish chairman, a Spanish ZARA clothing group is worth two times the market value of the top ten clothing brands in China.

Therefore, foreign brands open shop in China, not considering the rent, but the right place. And local brands in a second tier cities open shop a lot of time is forced to do more role is brand image display, only enter Beijing, Shanghai, can be called high-end.

A high-end brand clothing chain operator admitted to the author that when he was looking for franchisees, he basically started from the three line city. Compared with the consumers of the second tier cities, the consumers of the three tier cities are relatively conservative. Especially for high-end clothing, they prefer to have access to the material and try out version.

As long as the "high-end" two words related consumer goods, these two years of sales situation is somewhat difficult, not just Moutai, clothing is also, clothing is not just foreign luxury brands, local high-end is also so. After the normalization of consumption, high-end brands will find that China's three tier cities are the vast world where they play their games.