Dream Bazaar Opened 30 Franchise Stores And Intensified Efforts To Infiltrate Two Or Three Line Cities.
Women's shopping platform under American clothing Road
Moonbasa
First exhibition
Spring 2016 CHIC
In the exhibition, Meng bazaar revealed that this year will focus on diversified cooperation, and plans to expand the number of multi brand stores to 10. Its several mature brands, "Monti emo", "ran" and underwear product line, are expected to land 30 franchised stores.
Xue Ming, director of marketing of Meng bazaar, revealed that apart from several key cities with key layout, they hope to set up these stores in two or three line cities.
How does the channel sink?
Dream bazaar believes that fast fashion is suitable for a wider urban population, and the two or three cities as a link between the first tier metropolis and the county economy are important links for channel sinking.
Relying on the "Mora cloud sharing" sharing plan proposed by Meng bazaar this year, in the six months, the East China region will lay more than 1000 electronic business platform shopping terminals, "dream bazaar".
O2O
Cooperation system digital LCD screen.
It is reported that these LCD screens are both sales terminals and advertising platforms.
Previously, dream bazaar has independently developed the clothing full channel cloud solution "motorcycle cloud", through this scheme, brand channels can sink to large shopping malls, chain stores and Custom Shop designers, and achieve multi-channel cooperation.
In addition, Meng bausa has established a two level mobile distribution system. Distributors are not responsible for the risk of hoarding and occupying funds.
It is understood that in July 2015, dream bazaar
Shanghai
Nanjing West Road opened its first digital fast fashion flagship store, where customers can enjoy coffee free in flagship stores.
Two channels of platform and brand
At the beginning of its establishment in 2006, Meng bazaar locked its own position in the lingerie brand. It is reported that at that time, as the dream of its own brand, bazaar, the gross profit rate had reached over 50%.
At that time, no one was founded.
In pursuit of the "profit margin" index, the founder She Xincheng and Li Shudong chose the brand mode instead of the platform mode for the dream bazaar.
But only a year later, the market of underwear single category has been unable to meet the growing demand for e-commerce.
In August 2008, Meng bausa extended the product line to women's clothing, launched the "dream bazaar women's clothing", and launched the women's shoes product after six months.
During this period, the dream bazaar received the first round of financing of 2 million dollars, with sales of only about 20 million. In June 2010, Meng bausa received second rounds of 20 million dollars in financing. The new round of financing allowed Li Shudong to define the direction of the dream bazaar and take a multi brand own brand line.
As a result, after this round of financing, dream bazaar has launched the children's clothing brand "treasure Ye", high-end women's clothing brand "Jo poetry", high-end men's clothing, "Monti emo" and many other brands.
Then, dream bazaar received the third round of $60 million financing, and fully expand the brand, expand the product line to shoes, bags, accessories, cosmetics, home textiles, swimwear, household clothes and other categories.
In 2011, dream bazaar launched the trend brand ING2ING, officially extended the product line to men's clothing.
Two or three tier cities become hot spots of competition
As a clothing B2C mall, dream bazaar is also facing competition pressure in the two or three tier cities such as Tmall, brand Direct stores in the apparel market.
In recent years, in addition to local brands, the two or three major lines to accelerate expansion are international brands.
It is reported that in early 2014, Zhou Chengjian, chairman of the US bond company, said that in the future, the penetration of two or three lines of cities would be intensified, and only 30-50 O2O brand experience shops were planned in Chongqing, Sichuan and Xinjiang.
In the same period, H&M CEO Karl-Johan Persson told Bloomberg that 80-90 new stores will be opened in China, focusing on two or three line cities.
In addition, Decathlon began to pay attention to the two or three line cities after 2010, the most obvious one in 2013. Most of the newly opened 23 stores were in two or three line cities.
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