Department Store Is No Longer A Unique Channel Management Is The Key.

For garment enterprises, super life style shopping center has become a new alternative to department stores.

Super life hall, shopping, dining, entertainment, leisure integration, ensuring a large volume of traffic and enough "consumer viscosity", one-stop shopping experience, allowing consumers to buy time to elongate, shopping desire greatly enhanced.

Shopping centers generally have a larger body size, which can give clothing brands more abundant terminal space, and create shop images according to their own ideas.

In addition to the large shopping centers, there are also smaller and smaller theme department stores, which are about 5000 square meters or even 3000 square meters.

Although the area is small, the market position is clear.

For clothing brands, finding a theme department store that matches their brand positioning is easier to get close to their target consumers, and the "cost-effective" channel is better.

Each city has only formed a gold commercial circle for hundreds of years, and the clothing brand has been born every 6 minutes.

Scarce is precious, already full of famous brands, have launched "enclosure movement", originally OEM enterprises, also "from inside to outside" to create.

And joined the army of terminal contention.

In the traditional mode, shopping malls and franchised stores are undoubtedly the most conventional channels, and supermarkets and stores are the first choice of low-end brands.

With the intensification of channel competition, more and more enterprises begin to think: why should we squeeze in narrow conventional channels and have more ways to sell clothes?

The innovation of clothing sales channels not only comes from the pressure of channel competition, but also from the change of consumption characteristics of the main consumer groups.

With the development of a new generation of consumer groups represented by 80 and 90, clothing

The further development of differentiated channels is not only reflected in the richness of formats, but also will change the old marketing methods and create more specialized, personalized and targeted sales outlets.

According to the current exploration and attempt of garment enterprises and the new demands of consumer groups, we can foresee the new trend of clothing sales channels in the future.

Enterprises are constantly developing new ones.

The competitive advantage of department stores is weakening.

The department store has always been the main channel for clothing sales. However, because of the same location, high cost, limited terminal performance and so on, it can not realize the problems of personalized terminals and the same type of brands. Many service companies have become very cautious about entering the shopping mall, and even regard the business field as symbolic image terminals. They only play the role of enhancing brand grades, and really rely on other channels to gain profits.