Where Does Chinese Clothing Road Open Shop Without Making Money?

Every clothing man knows that in recent years.

Where is China's clothing market?

What are the real problems?

How to solve this problem!

Now Xiaobian makes a brief summary, hoping to help friends who have lost their way.

1, open shop does not make money, how to make channels?

Clothing brand manufacturers generally believe that their channels should sink because low level channels, such as three or four tier cities, are the main potential to expand the market.

However, the problem now facing many garment enterprises is that offline shop is no longer the main source of revenue growth.

2, need more brands go hand in hand?

Proponents believe that brand extension can seize resources and reduce the cost of new brands, while opponents are concerned about the risk of brand extension.

There are more successful cases focusing on single brand development.

Roland Begg thinks that all kinds of models can be successful, but if only the main brand growth is weak, and try to seek profit growth point by developing new brands, the new brand born will inevitably suffer many troubles.

3, should we take advantage of advertising?

The clothing industry itself has the dual functions of sales and publicity. How much should the merchants invest in the real advertising campaign?

China's high-end men's clothing brands often appear in CCTV.

Compared with female consumers, men are more loyal to brands, but less choosy about clothes themselves.

In some areas, the consumption of men's clothing is more obvious.

Therefore, Roland Begg believes that men's clothing advertising effect is better.

4, the amount of less or less, more?

The product model of clothing brand can be divided into four categories according to the style and quantity.

"Exception" is a small number of Representatives, striving to create a sense of delicacy and scarcity with a small quantity of goods in a high grade environment, and then provide high-quality pre-sale and after-sales services in the form of one to one or even one to one with high-quality employees.

For the brand of "large quantity and quantity" and "small amount of money", the former will easily cause inventory risk once the business needs do not meet the standards of international large enterprises, and the latter is a large proportion of the basic funds, and the early product planning and market research are the key.

During the rise and fall of brand development, enterprises pay special attention to the development of new styles and new categories.

Roland Begg believes that enterprises should establish relevant mechanisms to regulate the dynamic balance between the two.

5.

Many garment enterprises originally started by entrepreneurs with designer backgrounds, and design and development naturally became dominant. The domestic commodity planning industry is not mature. In terms of enterprise development, planning departments are often at a disadvantage in terms of discourse power.

Roland Begg believes that design development and commodity planning should be weighed to a certain extent according to the design characteristics and commodity characteristics of clothing brands.

6, choose distribution or order?

The sales mode of domestic garment enterprises is roughly equal to headquarters distribution, subsidiary companies and franchisees attending the order meeting or direct ordering by the store manager.

The distribution system is low and easy to manage, but the reaction cycle to the market is too long, and it is easy to generate accumulated goods or shortages. The ordering system is more flexible, but dealers who lack funds and experience will take more risks.

There are regional orders and headquarters guidance, but sometimes there are differences between headquarters and regional or store managers.

7, can we take into account cost, speed and quality?

In most cases, it is difficult for garment manufacturers to balance costs, speed and quality.

8, heavy assets or light assets?

There is more room for choice in the asset model of the clothing industry.

For example, choosing a heavy asset model does not necessarily have to build a factory on its own. It is also a way to invest in suppliers.

If we choose the light asset model, we should consider how to control the concentration of suppliers.

According to Roland Begg analysis, centralized suppliers can achieve low cost and stable quality, while dispersed suppliers can bring speed advantages and guard against risks.

Looking for the world garment shoes and hats net, the world clothing shoes and hats net has gathered various factories across the country to stabilize the supply of goods and clothing.

The release of free supply and demand information can be seen by millions of pedestrians for the first time.

9, how to play online and offline?

O2O is not the focus of the electricity supplier. The key is how to balance the online and offline businesses.

10, really need big.

The popularity of the clothing industry makes it difficult for rational big data to accurately explain future trends and perceptual needs.

Roland Begg suggested that enterprises should not put too much energy and financial resources on the collection of massive data, but ignore data processing.

We should avoid being overwhelmed by information redundancy.

In fact, there is no universal data analysis template in the era of big data. Enterprises should flexibly respond to different requirements in different periods.

How to solve these problems?

Yes!

Transformation mode 1: single store order + Fast Fashion Management

"Why are garment enterprises weak in anti risk ability? Brand core competitiveness is not only quality, background cost control, buyer's after-sales service is also very important."

He Weiqiang said that the fast fashion brands such as UNIQLO, ZARA, H&M and so on can be linked to the whole world. The secret of its success is the precise cost control and the predominance of compressed clothing to seize the market and complete the whole process from design to commodity shelves. ZARA is usually 15 days, H&M is 21 days, and most of the clothing brands in the country need at least 2 to 3 months.

The reporter understands that under the double pressure of terminal demand and rising cost, the channel of garment brand pformation will be refined this year.

Zheng Yuelong said that this year they put on a set of terminal data monitoring system to strengthen the single store distribution mode, and the order quantity and shipment volume of each agent area can also be controlled. If an agent has a slow-moving sales in the quarter, it can help its agents pfer goods elsewhere in the country to solve the worries of inventory when placing orders.

It is reported that this store order unit's "single shop order" mode is expanding.

Shi Xiaoming, the head of the fashion "men's clothing brand" aliens, also said that the 2014 spring order meeting, which was held in early September this year, has all taken the "single store order" mode, and invited more than 200 shopkeeper and the boss to attend the meeting.

Transformation mode 2: "rat Street" becomes brand operation center

Wholesale market rent hikes, so that many businesses feel pressure.

Gao Xiaoying, deputy general manager of Zhongshan Xia Hu Shijia dress Co., Ltd., said that he had just signed a 5 year extension contract with the clothing market, and the rent increased by 8% every year.

Bu Xiaoqiang, general manager of red cotton International Garment City, also admitted that although their rents did not rise, they opened up several shops to become a shop, but the rent threshold also increased.

"The purpose is to create the concept of" headquarters economy ", and to set up a marketing center with the introduction of high-quality brand names.

Bu Xiaoqiang said that the 2200 businesses in the field were integrated into 1300 households, which changed the image of rat street in the wholesale market in the past.

And such a sacrifice is not only kapok. In recent years, the white horse clothing market has invested more than 10 million yuan a year to rectify itself.

Cheng Jiuzhou, its chairman, said that the wholesale market is no longer just a simple trading and pit center in the past. Instead, it should develop into a comprehensive center based on brand marketing, which includes fashion publishing, brand display and brand trade.

Transformation mode 3: change the show to provide the best information.

Insiders pointed out that service has also become one of the main cards in this year's clothing market pformation.

For example, during the Liuhua international clothing festival this year, the international fashion city of Milan launched its first international fashion week, known as the "world fashion capital", the international fashion week of four.

Bu Xiaoqiang said that this way, the store can get the most fashionable and cutting-edge information without leaving home.

And every year, one horse insists on hosting the "international fashion collection". In the past five years, China has successfully located its clothing brands in France, the United States, Germany, Korea, Japan and other countries and landed in the Chinese market.

In addition, the white horse clothing market holds the "clothing procurement Festival" every year, inviting well-known clothing wholesale markets and purchasers from all over the country to hold production and marketing meetings at the scene with the white horse merchants.

"Being a professional market is not a simple role of" two landlord ", but should be infiltrated into the operation of the industrial chain, so as to guide and help businesses see the direction of development in the coming years.

Bu Xiaoqiang said.

Transformation mode 4: market changes to shopping malls, wholesale and retail.

"Before the clothing wholesale market, the front office will paste the words" refuse to retail, reprimand and indecent ", and buy one or two clothes will suffer from sales staff.

But this year, this phenomenon is no longer the same. Not only do you buy the same discount, you can also try the clothes on the spot, Kico said.

The reporter noted that under the situation of "marketization" and "zero market", there are two layers of pformation in the professional market this year. First, we should follow the path of fashion brand development and attract loyal customers and consumers with fast fashion brands. Besides, business hours need to be close to department stores.

As we all know, the wholesale market takes eight early five "early market models"; at present, some markets try late nine of the "night market" business model.

It is reported that a month of Christmas to Spring Festival this year, red cotton, one horse, white horse and other clothing market, for retail consumers, organize a total of less than 50 percent off sales promotion.

Sun Xiong, President of Guangdong chain operation association, believes that the "shopping center" of the wholesale market is bound to impact the department store format.

Transformation mode 5: get involved in e-commerce and promote online promotion

"Double 11" and other online shopping Carnival are also hot, and let the professional market see business opportunities.

Reporter visits found that currently Liuhua involved in electricity providers there are two main ways, the first is to set up a market self trading e-commerce platform.

Such as the white horse clothing market this year's newly launched B2C website - Baima clothing network, red cotton red net, one horse online shopping mall.

White horse clothing and apparel market related responsible person said that this year, "double 11" the network launched 18 yuan spike special, full delivery, limited time discounts and other promotional activities, achieved good results.

Another way to catch the net is to use third party trading platforms, such as Taobao, pat and other trading platforms.

Zheng Yuelong, general manager of "one gate and one case" in the wholesale Plaza of one horse, said that this year plans to enter Tmall's flagship store.