Clothing Shoes Enterprises To Raise The "Big Store Mode" Again: It Is Recommended To Tailor And Control Risks.

Recently, sports fashion brands

Second experience shops officially settled in China

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The first floor of the experience shop is the sports performance area, the two floor is the sports living area, the third floor is the children's area, the theme product area is clear, and it brings the convenience of one-stop shopping for the consumers.

This is followed by XTEP's opening of Asia's largest fashion sports experience shop in Changsha, Hunan. XTEP has launched a major store plan to set the highest level in the country with the 6S style standard.

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This means that after a series of fruitful actions such as XTEP brand return campaign and 3+ strategy, we will set up a successful pformation of the industry benchmark of "consumer experience oriented" retail mode.

Coincidentally, fashion

The pace of Q's store has not slowed down. With the upgrading of the seventh generation image shop unveiling the mystery, the store strategy has gradually emerged.

In the men's clothing industry, CABBEEN's new concept flagship "CABBEEN 33 Pavilion", which was unveiled a few months ago, with a total area of 1013 square meters, is also becoming the industry weathervane.

The brand of Quanzhou shoes and clothing brand is the same as the big shop flag, which is to create an incomparable shopping experience on the outgoing line and cater to the more diversified needs of consumers. Compared with the previous big store plan, the development of this round of big store channels is marked by a more significant "experience" of two words.

But how to create a good experience, and how to ensure the survival of the big store, no longer a big shop closure of the year? The industry people think that local enterprises should be based on the brand development stage.

Brand shoes "big shop model" wave valley anchor

When sports brands slowed down their pace of expansion, XTEP opened second big experience stores nationwide after Changsha.

It is understood that the Wuhan store everywhere to show consumer oriented design concept, the one-stop shopping experience interpretation of meticulous.

At the entrance of the store, the LED screen and the theme VIP display area are carefully designed, so that consumers can clearly see the products that are mainly pushed by the season.

Stepping into the store, the floors are carefully spaced and staggered, and their horizons are open and bright. The three storeyed storefront is intuitively pparent and more hierarchical.

The first floor of the experience shop is the sports performance area, the two floor is the sports living area, the third floor is the children's area, the theme product area is clear, and it brings the convenience of one-stop shopping for the consumers.

It is worth mentioning that the experiential shop is still using the advantage of the high level in space, and designed the empty space and the wrong level to enrich the sense of hierarchy.

In XTEP's planning, the sports fashion experience shop aims not only to sell products, but to let every customer in the store "enjoy" the cultural atmosphere of the brand and become the identity and promoter of XTEP culture.

As Ezi, executive vice president of XTEP group, said, the era of "experience is king" has arrived, so the big shop is rising again with an incomparable sense of online experience and re examines brand appeal and product service.

Coincidentally, fashion women's shoes, Q, regularly invite customers to shop in the store, providing customized tailored collocation for customers from a professional perspective and recommending suitable footwear.

Many customers say that it is the first time that they have experienced professional collocation during shopping. In the past, shoes only care about comfort and neglect the beauty of collocation. They can find the most suitable shoes for their shoes under the guidance of stylists, and learn the knowledge of their collocation, which is a very fashionable shopping experience.

At the same time, the new CABBEEN concept flagship, "CABBEEN 33 Pavilion", with a total area of 1013 square meters, was opened in Wanda Plaza, Wujiaochang, Shanghai a few months ago.

The opening of such a large area of shops in the important sections of Shanghai's prosperous shopping malls will integrate CABBEEN's four fashion brands, shapes, homes, floral and dessert products. CABBEEN's 33 Pavilion, the first concept of a new concept flagship with a complete fashion ecological chain, indicates the beginning of a new strategic layout for CABBEEN terminals.

Yang Ziming, chairman and art director of CABBEEN fashion, said that in the future, there will be more new concept flagships in the key cities of the country, and will share with CABBEEN consumers' attitudes and ideas about fashion lifestyle.

This year alone, CABBEEN will expect to open 20 new CABBEEN concept flagships, which contain a complete fashion ecological chain in the key cities of the country, so that a store can display more products and provide a more rational shopping environment.

Brand enterprises have invested a lot of money in opening up a large store, and in men's clothing industry, it is not just a case of a CABBEEN company.

A few days ago, the release of the interim report also indicated that in the second half of 2014, Li began to change the strategy of opening stores in the provincial capital and prefecture level cities.

As of June 30, 2015, the distributor of Lai has increased 15 stores in shopping malls in various regions, and the sales are satisfactory.

In the second half of 2015, Li Lang will continue to plan to open a large store in the shopping mall. It is estimated that the number of shops in such stores will increase by 20 to 30 in the whole year.

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Changes in consumer preferences give rise to a full range of offline shopping experience.

As a matter of fact, the cost of offline shops is getting higher and higher, and the purchasing power of terminal consumers is also weak.

In the past 2 years, many brand enterprises have taken the initiative to close their stores and open up large stores. However, CABBEEN, Li Lang, XTEP and other brand enterprises have gone against the same path. They have invested in such a large living hall. How to consider the causes and how to measure the relationship between costs and sales and brands have become a common concern among many people in the industry.

Li Lang said that from the second half of 2014, there was such a change in shop sales, largely to match the change in consumption patterns.

Yang Ziming said that domestic urbanization and the expansion of the middle class are bringing strong demand.

Male consumers are increasingly diversifying into fashion this year, extending from clothing to personal style and other leisure activities.

As a result, CABBEEN has been building more stores in more comfortable shopping malls and shopping mall department stores to adjust the retail channel structure.

The change of consumers' attitude towards life has become an important reason for CABBEEN to build a new concept flagship.

CABBEEN 33 also has many shopping environments, such as modeling, home furnishing, flower art, dessert and so on. It brings people a fashionable lifestyle full of personal styles, and at the same time, greatly improves the flow of customers.

When a pair of shoes and clothes are no longer a consumer's necessities, Luo Shaoqiang, general manager of fashion woman Q, makes a public declaration, hoping that her brand can guide and influence consumers to enjoy a fashionable lifestyle.

In the children's products industry, various amusement facilities such as castles, mazes, rocking cars, bouncing beds, colorful pools, coconut trees and so on are moved into the store. With the ABC and Jamibare's large children's living hall with children's playground, they appear in Xi'an, Zhengzhou and Kunming.

"In fact, in the children's products industry, the regular terminal stores of children's wear brands were mostly within 50 square meters. The narrow, mediocre stores, the location of the roadside and the monotonous atmosphere did not lead to experiential consumption for consumers.

With the change of consumption patterns, people are increasingly yearning for experiential consumption. Apart from paying attention to commodity consumption, they pay more attention to the structure of the shopping environment, and get more spiritual satisfaction on the premise of buying their own commodities, so the regular terminal stores have a big disadvantage.

Jamibare, general manager of children's products Co., Ltd., Su Congbao, said: "at present, children's brand will deeply bind customer relationship and business premises, and provide a one-stop interactive solution through clothing, food, housing, travel, play, teaching, learning and so on, so as to integrate online and offline.

Open shop recommends tailoring and controlling risks

Lu Yao, the industry insider, said that for most brand enterprises, the main purpose of their big store strategy is to remold and reconstruct their brand image. This is also a process of showing the stereoscopic expression of brand gene.

The store experience Museum takes experience entertainment as its core value added service, which is different from the traditional shoes and clothing business mode. Taking the experience, interaction and entertainment shopping as the demand point, the store design integrates the popular brand elements to create a comfortable and lively home shopping environment. This undoubtedly enriches the brand image from many dimensions such as vision, hearing and smell.

"These big stores can not only provide experiential consumption, but more importantly, they can display rich product lines, stimulate sales, attract more franchisees, promote market development, and enhance brand influence and popularity in the region."

Ye Qi said that although there is a higher risk in large shops, it still depends on the efficiency of a large store. As long as the rent does not exceed 20% of the annual input cost, the risk is controllable.

"However, the present agents are also very rational, and are no longer as obsessed with big stores as they used to be.

Some agents with chain operation capability are no longer following the company's pushing hands, but are more willing to layout the market, open stores and open stores, forming brand linkage and regional linkage in the local area. Some weaker dealers have also strengthened control over operating costs, and are no longer as blind as they used to be.

Chen Binggao, deputy chief of Jiji international operation center, said.

But the big store strategy is one of the important steps for Quanzhou brand to build strategic channels. Large stores also need factory, community, and collection stores to realize the three-dimensional sales network of various terminal formats.

In addition, Yang Jinchun, Secretary General of the China clothing association, believes that the industry can not evaluate the business with the size of the storefront. Different brand enterprises manage the terminal according to the characteristics, styles and business concepts of their products.

Whether a company opens a large store or how many stores it opens depends on brand control risk and business philosophy.

"But one thing is for sure.

As garment products are no longer just necessities of life, the improvement of consumer culture and the change of consumers' shopping methods, enterprises are no longer playing the role of peddlers as they used to be, and they are paying attention to consumers' sales sense simply by selling products with digital indicators and utilitarian ways.

In Yang Jinchun's view, he has confidence in his products, wants to face the consumer with a new look, and delivers more shopping experience and services to consumers through value-added services.

Because the price of this type of enterprise is higher than that of other enterprises, but the added value is accepted by consumers.

However, for enterprises with poor financial capability, it is prudent to do so in a complex market environment. After all, "big stores" are not "able to play" by any enterprise.