A Brief Description Of The "Movements" Of Women'S Clothing Enterprises In The Distribution Of Channels

According to the world clothing shoes and hats net, it was listed in the first half of this year.

Enterprises have generally realized the synchronous growth of performance, and the expansion of the number of shops and the improvement of quality and efficiency are indispensable.

Although every women's clothing enterprise is an independent and fresh individual, it can also be found that they have similar choices in channel expansion and adjustment.

Behind the shop, we can decompose the women's clothing enterprises in the channel layout of some of the "action".

Action 1: increase the output of main brand single store

First of all, we see that in women's clothing enterprises, especially high-end high-end women's clothing enterprises, they begin to pay more attention to the single store output of single stores, especially the main brands, so that some enterprises even "cut down" the number of shops, turn off the inefficient business shops, and build more large stores and main stores to enhance the image of the shop so as to further enhance the owners.

Brand value.

For example, wig Nash,

In the 2017 semi annual report, the main brand VGRASS brand direct store store efficiency increased from 2714 yuan / month / month in the first half of 16 to 2863 yuan / month / month in 2017, an increase of 5.5% over the same period last year.

The report also showed that VGRASS closed 19 Direct stores and 3 franchises in the first half of the year, while wicknall's revenue increased by 2.33% compared with the same period last year. The total revenue of the main brand increased by 0.88% over the same period last year.

While the growth of revenue, the number of stores decreased, prompting Vigna S's single store business indicators to rise.

Another mid high end women's clothing enterprise, 2017, also showed that the total number of main brand shops was 323, and the sales volume of the national stores increased by 25.06% compared with the same period last year. The sales revenue of the same store in the same store increased by 26.01% over the previous year.

But at the same time, the company closed 15 songs outlets and 3 distribution outlets in the first half of this year.

On the other hand, the main brand revenue increased by 13.98% compared to the same period last year.

With the increase of revenue and the reduction of the number of stores, the average single store sales of the company increased considerably.

For example, in the first half of the year, the main brand of Langer was closed to 4 self operated stores and 3 outlets, and the number of stores decreased from 224 at the end of 2016 to 117. In the first half of the year, the number of outlets in the women's clothing business was 8.

But in the first half of the year, the total revenue of the brand accounted for 58.55% of the total revenue from the first half of last year to 61.20% this year, with a revenue of 307 million yuan.

At the same time, the proportion of revenue is increasing, showing that the group's performance is also improving.

Action two: opening more shopping center stores

Shopping centers have increasingly become the new favorite of apparel retailers, which is more evident in the public leisure Women's clothing stores with thousands of shops.

In the first half of this year, Pacific bird opened more shopping center stores.

According to the Pacific bird semi annual report, as of June 30, 2017, there were 1255 stores in the shopping center, an increase of 265 over the same period last year. The retail sales of shopping centers in the first half of 2017 accounted for 27.88%, and retail sales increased by 17.32% over the same period last year, accounting for a year-on-year increase.

As for the reasons for the opening of shopping centers, Taiping bird said that shopping centers, which combine all kinds of brand shopping and eating, drinking and playing together, have gradually replaced street stores and department stores as a popular offline shopping place for young people.

In short, it is to follow customers and cater to the needs of consumers.

La Natsu Bell also opened more stores.

According to La Natsu Bell's 2017 China Daily report, the revenue of special counters decreased from 2 billion 175 million yuan in the first half of 2016 to 1 billion 976 million yuan in the first half of 2017, a decrease of 9.1%. The decline in special store revenue was mainly due to the decrease in the number of retail outlets and the aging of channels, resulting in a decrease in passenger flow.

Monopoly income increased from 1 billion 455 million yuan in the first half of 2016 to 1 billion 763 million yuan in the first half of 2017, an increase of 21.2%.

The growth of monopoly income was mainly due to the increase of retail outlets. In the first half of 2017, the contribution of the company's monopoly revenue accounted for 41.2%, up 4.9 percentage points from the same period last year.

As for the reasons for opening more stores, La Natsu Bell said the counters are mainly set up in department stores, which mainly refer to independent shops on the street and independent stores opened in large shopping centers.

With the gradual rise of shopping center format, shopping center stores will become the main store type of mass leisure clothing enterprises.

The proportion of exclusive stores increased year by year, in order to better adapt to the rising trend of shopping centers.

Action three: all are raising the "full channel", paying more attention to online sales.

Whether in high-end women's clothing enterprises or public leisure Women's clothing enterprises, in the face of the rapidly developing mobile Internet era and the coming Internet of things and artificial intelligence era, the layout of online channels is inevitable at any rate.

At the same time, we can also see that women's clothing enterprises have mentioned the "full channel" by coincidence. The intention is to unify the online and offline businesses. There are two meanings in it. One is the importance of the front office sales to the member management, and the two is the re operation of the backstage operation on the logistics and supply chain system.

In the first half of this year, the whole channel construction of nine posture brand and Yin Mo brand has been completed and the whole channel marketing has been realized.

It has expanded online virtual business circle besides physical business circle.

Specific actions include increasing the company's goods distribution service to the value-added service of the physical store. By integrating the membership management system under online and offline, VIP members have exclusive members ID, which are common in all channels, and so on.

In the first half of the year, the company's online sales revenue was 79 million 406 thousand and 200 yuan, an increase of 26.21% over the same period last year.

In the 2017 fiscal year, the retail store grew by 8% over the same store, and now has more than 2 million account members, according to Jiangnan Buyi.

The company said it plans to further optimize the all channel interactive platform and enhance the fan experience to increase comparable store growth.

In addition, the company said the absolute amount of revenue from online channel sales in the 2017 fiscal year continued to increase, accounting for 7.5% of the total revenue of the company from 8% in the same period last year.

Daily fashion said, while promoting multi brand development strategy, the company gradually developed into a consumer oriented, all channel sales network. The full channel sales network integrated online and offline resources by setting up offline experiential stores, and the company launched the official mall in July 2017.

Taiping bird said that the company actively develop e-commerce channels, and promote the integration of online and offline channels.

In the first half of 2017, the company's online revenue reached 668 million yuan, an increase of 46.46% over the same period last year.

The company's "cloud storage" system supports customers to place orders in stores or online, and the system backstage is shipped according to the best receiving plan or customer needs.

In the first half of 2017, O2O accounted for 39.6% of the total number of new goods sold in the electricity supplier (the total number of new products on the shelves) had reached 50%, of which women's clothing was newly distributed.

Action four: sub brand shop more "fierce"

In the mid-term report of 2017, La Natsu Bell said that in the first half of 2017, the number of retail outlets of other brands in the group increased, except for Candie 's, JACK WALK/Pote and other brands.

But the data show that the main brands La Chapelle and Puella only add 8 stores in the first half of the year, which is not worth mentioning the number of more than 4000 shops. The most open ones are other brands with smaller revenue.

The positive semi annual report shows that in the first half of this year, a total of 10 stores were added, of which 9 were direct stores.

In terms of the number of shops, an Zheng fashion is actually a franchised women's clothing company, because its main brand nine posture has more than 500 stores as a franchisee.

In the first half of the year, nine posture opened 18 new stores, but at the same time it closed 17.

The fashion brand is basically in the direct camp mode.

Jiangnan cloth 2017 performance report shows that the number of stores in fiscal year 2017 increased from 1316 in fiscal year 2016 to 1591, a net increase of 275.

Among them, the main brand JNBY increased by 54, while the sub brands JNBY by JNBY and CROQUIS (sketch) increased by 76 and 67 respectively, higher than that of JNBY shop.

2017 fiscal year, the number of brand shops in Jiangnan

Source: Jiangnan Buyi 2017 financial year performance report

In the first half of the year, La Natsu Bell, an Zheng fashion and Jiangnan cloth and clothing enterprises have developed quite well, and the proportion of their revenue has been further improved. Therefore, it is logical for sub brand shops to expand more and expand faster.

As women's clothing enterprises speed up the development of multi brand and multi category, women's clothing enterprises can be expected to open more brand stores.

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Action five: around the store to do "articles"

Some women's clothing enterprises are also carrying out some new attempts and initiatives around the stores. These actions or incentives for employees, or involving shop operations, or adjusting the image of store orientation are all in order to improve the output and efficiency of terminal channels, but the "tricks" of each enterprise are different from their focus.

In the beginning of the year, the company started a pilot mode of "store store" for terminal stores, from 1 stores in 2015 to 30 stores in 2016, and the total number of shops reached 80 in the first half of this year, according to Zheng fashion. 2015.

Trial store performance has increased by more than 10%-30% year-on-year.

Vigna S said that the VGRASS brand opened 2 high-end shops in Beijing SKP and Nanjing De Ji, and the store image, product mix and terminal services were all filed.

TEENIE WEENIE stores add modern elements to create a new store image and promote it in 130 representative shops, with sales growth of 9% year-on-year.

Taiping bird said that the company developed "cloud storage" system, developed cloud storage big data information platform, through the "cloud bin" to open the company's main warehouse and direct store goods real-time storage information, to achieve online and offline sales and distribution Unicom, to promote the development of O2O business.

After last year's trial operation, "cloud warehouse" has covered all the self owned stores and some franchised stores in 23 provinces of the whole country. The turnover reached 98 million 540 thousand yuan in the first half of the year. O2O has covered 31 provinces in the whole country, involving 3 brands of women's clothing, men's clothing and Lok ting.

Improving the main brand store output, opening more stores in the shopping center, further developing multi-channel sales, opening more brand stores and improving the operating efficiency of the stores are the common choices and trends in the layout of the women's clothing enterprises behind the shop opening actions in the first half of the year.

Behind these actions, there is a common purpose and requirement: quantity and quality.

After all, we also see that some women's clothing enterprises are faced with problems such as high inventory, same store sales decline, bulk opening of new stores and batch closing of stores.

Scale expansion is undoubtedly the biggest theme of women's clothing enterprises at present. While expanding, how to develop more steadily and how to have more sense of rhythm and continuity should also be a common theme for women's clothing enterprises.

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