Clothing Brands Force Shopping Centers To Increase Traffic Density.

World clothing shoes and hats, if 2017 is the year when the clothing brand recovers and warms up, it is possible that 2018 will be a year for clothing enterprises to regain the momentum of store expansion.

From the most fresh and fresh annual reports and performance reports of some garment enterprises, clothing enterprises are planning to accelerate the pace of shop expansion in 2018.

Their expansion plans have different points and many similar practices.

Anta Sports: it is expected that the number of shops will reach 11000 in 2018, and accelerate the pace of sub brand opening.

In March 7th, Anta sports released its 2017 earnings report.

Earnings showed that the company's revenue in 2017 was 16 billion 690 million yuan, an increase of 25.1% over the same period last year, net profit of 3 billion 988 million yuan, an increase of 24.5% over the same period, and net profit attributable to shareholders of 3 billion 87 million yuan, an increase of 29.4% over the same period last year.

In 2017, Anta achieved a double-digit growth in net revenue and continued to maintain strong growth momentum.

In terms of channel development, Anta said that most Anta shops operate in the form of street shops, but the company is expanding the store layout of shopping malls and department stores, and plans to replace smaller, less profitable shops in larger and more attractive stores in superior locations.

As for the development of strong FILA, Anta said that although FILA's existing shops are mainly concentrated in China's first and second tier cities, the brand will continue to open shops in other developing cities and regions with potential development.

In addition, FILA also increases store efficiency by increasing store area.

In addition, Anta said that in order to meet the explosive growth of e-commerce channels, the company has integrated online and offline channels, giving full play to the advantages of logistics distribution and big data to achieve full coverage of all channels.

According to the results, as of the end of 2017, the number of Anta stores in the mainland (including Anta children's independent shops) was 9467, and the number of FILA stores (including FILA KIDS independent stores) in the mainland, Hongkong, Macao and Singapore had a total of 1086, and the number of DESCENTE shops in the mainland was 64, while only 6 at the end of 2016.

As for the opening plan in 2018, Anta expects that by the end of 2018, the total number of Anta stores in the mainland, including Anta children's independent stores, will reach 9700 to 9800.

The total number of FILA stores (including FILAKIDS independent stores) in the mainland, Hongkong, Macao and Singapore will reach 1300 to 1400.

DESCENTE brand will permeate a second tier city, focusing on opening stores in superior locations.

By the end of 2018, the number of DESCENTE stores in the mainland is expected to reach 100 to 110. KINGKOW is expected to have 60-70 stores, and SPRANDI is expected to have 190-200 stores, while KOLON SPORT expects 200-210 stores.

This means that by the end of 2018, the total number of Anta stores is expected to reach 11000. At the same time, we can see that Anta is speeding up the opening up of its sub brands.

Vigna S: expand the high-end channel of the main brand, and expand the new brand store for baby.

In March 8th, the high end women's clothing company, vicknus, released its annual report in 2017. The annual report shows that the company achieved 2 billion 564 million yuan in business revenue last year, an increase of 244.5% over the same period last year. The net profit attributable to shareholders of listed companies was 190 million yuan, an increase of 89.32% over the same period last year.

In terms of channel development, Vigna S said that the brand will focus on expanding high-end channels, closing down low-end shops that do not match the brand image, and offering shops with the same area as the international luxury brands in the high-end shopping centers of the first tier cities.

VGRASS 2017 opened 6 new stores in the high-end shopping arcade of the core business circle of the first tier cities, such as Beijing SKP, Nanjing De Ji, Shenzhen Yitian holiday, Chongqing IFS and so on.

Vigna S also believes that after the opening of the second child policy, the baby clothing market is growing rapidly. TEENIE WEENIE has launched the new Baby brand. In the past 18 years, a large number of new shops have been planned to seize the market of baby children's clothing.

In terms of brand expansion plans, Vigna S said that VGRASS plans to expand outlets in the future to replace low-end shops that are not compatible with commodity tonal.

Benchmark shops enter landmark shopping arcade such as Shanghai APM, Kerry Center, Hong Kong Hui square and Shenzhen the Mixc.

Develop online mode and e-commerce channel suitable for VGRASS brand positioning.

TEENIE WEENIE will continue to carry out store renovation in 18 years. It can be divided into three main points: first, to store stores with high growth potential and high yield potential, to improve the environment of shop lighting and props, to improve commodity composition and SKU quantity, and to improve store operation management, such as sales personnel alternation project.

Second, in view of the important stores which occupy the front of the sales, the successful cases are applied and spread; the VIP customers are regularly invited to conduct market research; third, for the shopping malls with high growth potential, there are more than 200 new shops planned; for new channels, such as electricity suppliers, shopping centers and outlets, there are plans for opening stores, and channels are varied through the combination of O2O and online.

Nakakoku Toshiro: open the shopping mall and speed up the shop opening.

In March 6th, China released its annual performance report for 2017.

According to the report, China's revenue in 2017 was about 2 billion 441 million yuan, an increase of 1.2% over the same period last year, with a gross profit of about 1 billion 14 million yuan, an increase of 1.8% over the previous year, with an annual profit of about 611 million yuan, an increase of 13.2% over the same period last year, and the net profit margin increased to 25%.

In terms of channel development, Li said that the company plans to take advantage of the consumer market in 2018 to pick up a series of expansion plans.

The group will continue to invest in "LILANZ".

In addition to enhancing the same store efficiency and consolidating the existing market, we must also strive to occupy new markets.

The "LILANZ" main series will enter the current blank market this year, including shops in Jiaodong Peninsula, Dalian area and South of Jiangsu. The "LILANZ" light business series will also be extended to the potential first and second tier markets in Zhengzhou, Hefei, Xi'an, Jiangxi and Fujian.

At the same time, the group will speed up the development of light business series, promote sales by distributors, and set up 150 stores throughout the year. With light business, the total number of stores in "LILANZ" will increase by no less than 200.

Li said that the group continued to promote distributors in the shopping malls of the provincial capital and prefecture level cities in 2018 with the new consumption mode. By the end of 2017, the number of shopping malls had exceeded 300, accounting for more than 10% of the total number of stores, while the number of stores in department stores decreased.

According to the report, by the end of 2017, there were 2410 retail outlets in the whole country, with an increase of 10 during the year, with a total shop area of about 309 thousand and 600 square meters, an increase of 6.8% over the end of 2016. LILANZ

The company also upgraded its store image in 2017.

Li Lang said that the current "LILANZ" shop used sixth generations of decoration, in 2017 completed renovation or partial upgrading of the more than 400 stores.

Li Lang also said that online consumption patterns are becoming more mature, and the group will accelerate the development of online and offline businesses.

In the summer of 2018, the group will launch a new retail business, combining online services and offline experience, selling the same products online and selling light business products at the same time, hoping to bring about sales growth in the second half of the year.

CABBEEN: the shop is located in the two or three line city.

In February 14th, CABBEEN released its 2017 earnings report.

CABBEEN reported 2017

The operating income reached 1 billion 89 million yuan, a decrease of 6.18% compared with the same period last year, a gross profit of 538 million yuan, a decrease of 3.3% compared with the same period last year, a net profit attributable to the parent company of 203 million yuan, an increase of 11.11% compared with the same period last year.

In terms of channel management, CABBEEN said the company shops are concentrated in Southern China and two or three tier cities.

As of December 31, 2017, the company had 845 retail outlets in over 300 cities in the mainland.

More than 2/3 of the retail outlets are located in two or three tier cities, on the grounds that companies believe they have greater potential for growth.

CABBEEN said that in recent years, the company has noticed that more and more customers are moving to large shopping malls, so the proportion of retail stores in the company continues to increase.

In all retail outlets, there are 303, 541 and 1 retail outlets in wholesale mode, consignment mode and proprietary mode.

CABBEEN said the company plans to strengthen cooperation with quality shopping centers and reduce the proportion of street shops.

Over the past two years, efforts to optimize retail outlets have begun to show results. Overall sales in the same store increased from 2016 in 8.7% to 1.5% in the same store in 2017, of which CABBEEN's urban brand store sales grew particularly well.

In addition, online store sales grew strongly in 2017.

The company believes that CABBEEN's urban brand and online business will be the group's future growth momentum.

The common force behind the clothing business plan

From Anta, Vigna S, Li Lang, CABBEEN sports apparel, women's wear and men's clothing enterprises in 2018, the channel development plan can be seen that some common practices are obvious.

The first thing to do is to open more shopping centers.

Anta said that most Anta shops operate in the form of street shops, but the company is expanding the store layout of shopping malls and department stores, and plans to replace smaller, less profitable shops in larger and more attractive stores in superior locations;

The centre set up shops with the same floor as the international luxury brands. In 2018, the company plans to promote distributors to open stores in the provincial capitals and prefecture level shopping malls. The company plans to strengthen cooperation with quality shopping centers and reduce the proportion of street shops.

Next is to speed up the expansion of sub brands, new brands, sub series of shops.

Anta's DESCENTE only had 6 stores in 2016, and 2017 jumped to 64, and plans to grow to 100 to 110 in 2018. KINGKOW expects 60-70 stores, and SPRANDI predicts that there will be 190-200 stores, while KOLON SPORT expects to have 200-210 shops, all of which are Anta's acquisition brands; the new TEENIE Baby launched by wennasse has launched Baby brand; in 2018, a large number of newly opened shops have been planned to seize the market for children's children's clothing; llon plans to accelerate the development of light business series, promote sales by distributors, and set up shop targets for 150 all year round.

The second is the upgrading of the operation and management of the store itself.

For example, upgrade

Image, improving store operation and docking with online channel resources.

For example, Anta said that the company has integrated the online and offline channels, giving full play to the advantages of logistics distribution and big data, and achieved full coverage of the whole channel; Wenger said that TEENIE WEENIE will continue to make innovations in stores in 18 years, through the combination of O2O and offline; Li said that the current "LILANZ" shop had made sixth generations of decoration, and more than 400 stores had been renovated or upgraded locally in 2017; the efforts to optimize retail stores in the past two years have begun to show results, and the overall sales in the same store increased from 2016 in 8.7% to 2017 in the same year.

And so on.

These common practices, we can briefly summarize that in the context of consumer escalation, through the opening of shopping centers to cater for consumption flow, increase the density of traffic; through the brand new brand to seize the consumption flow, increase the breadth of traffic; and through a better experience, or through the membership system to retain consumption flow, increase the depth of traffic.

All these correspond to the multi brand and multi category diversification, and the dazzling means and practices of big fish eating small fish and "holding thighs".

This is the stage of the times, and this is the power of the market.

The market is king, the fittest survive, the strong rise, the winner takes all.

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