How To Build A Channel For Clothing Brand, Brand Side And Channel Side Have Said These Words.

How can the brand pform and upgrade and how to build its own channel strength?

The advantage of Daphne has been achieved by the channel advantage. Daphne has expanded rapidly, and the market share has reached nearly 7000 stores.

However, in the past 3 years, Daphne has closed nearly 3000 stores.

Now, how can Daphne pform its channel?

Like Daphne, there are BELLE and del Hui.

As the situation changes rapidly and consumer demand continues to rise, how do brands pform and upgrade and how to build their own channel power? In April 27th, the senior consultant group organized a special online salon about the change of traditional shoes and clothing brands.

1, what are the common problems of traditional shoes and clothing brands?

During the eight years from 2003 to 2011, the Chinese garment industry represented the Fujian clothing brand as a whole. Through the high altitude advertisement and the ground joining mode, it realized the rapid expansion of the channel. Seven wolves, seven cards, Li Lang, Jin Ba, Anta, 331 degrees (including Guangzhou's brothers) all reached the number of shops above 2000+, and Anta broke through 8000+.

Meanwhile, the women's shoes brand BELLE and Daphne also achieved a sharp increase in channel expansion through the branch and joint venture sub branches at this stage. It can be said that these eight years are the channel bonus period for wholesale brands of China's apparel industry. As long as they dare to advertise, dare to smash the channel image and dare to make promotion, there are few clothing brands that can not develop.

So is the development mode of Hangzhou women's clothing.

At this stage, besides BELLE's shopping mall channel, the main channel mode of most clothing brands is street shops.

This is the observation of the development of Chinese clothing brands over the years by Sun Yulong, a senior member of the consultancy group and a senior business man. He concluded that in 2011, the saturation and homogenization of the channel reached its apex, and the department stores began to shrink.

If the scale of the channel meets the ceiling is the inevitable result of the development of the times, then the brand becomes helpless when consumers are becoming increasingly picky.

The nineteen major reports of the Communist Party of China have pointed out that the main contradiction in our society has been pformed from the contradiction between the increasing material and cultural needs of the people and the backward social productive forces into the contradiction between the growing demand for better life and the unbalanced development of the people.

At this stage, the overall upgrading of consumption, consumer demand is rapidly rising, which made many brands unprepared, unable to quickly make corresponding feedback, including products, design, channels, services and so on.

Wan Jun, senior general manager of innovation Department of New World Department, said that consumers' "capricious" created a diversified domestic sales channel, but as a brand side, what channel to choose is not based on social hot spots, but rather based on the characteristics of their own brands.

He further stated that brand iteration and channel changes have always existed, but that some people are getting better and better. Some people are on the decline, not that brands do not want to change, but that consumers' consumption concepts and channels have changed too much.

In his view, Chinese consumers are not particularly mature, and are easily pferred by the pfer of social hot spots. The birth of many net red brands is the best proof.

But as the service consumers, the brand dealers and channel providers have to adapt to such a changeable situation, which inevitably leads to a headlong rush to a certain channel.

But which channel is really suitable for oneself? This is a question worth pondering deeply.

In fact, channel diversification has also brought a counterforce to the brand. Many brands have appeared "channel selection anxiety disorder". Consumers can choose whatever they want in the commodity channel, which exacerbates the brand's "anxiety".

2, is shopping channel centralization of brand channel an absolute choice?

China's channel problem is very complex, because China's circulation is based on stratified consumption demand and multi-storey distribution, resulting in channel pformation both iterative and superimposed.

Zhou Yong, director of the senior advisory group and professor of Shanghai Business School, believes that from the past single channel to multi-channel, full channel, cross channel and wide channel, it is a revolution.

The initial electricity supplier is actually a channel station, then developed into a specific market with specific target customers.

Today, the two line (i.e. offline and offline) ushered in the integration period. Online channels are not divided according to the crowd. The choice of consumption channels is also based on content and commodities.

In 2017, Semir established the channel pformation and upgrading, and comprehensively expanded the strategic direction of shopping center stores.

In March this year, Semir held a new channel press conference, announcing that in 2018, the shopping centers, outlets and online channels will be vigorously developed on the strength of the original street distribution channel. Every year, the new store expansion index of not less than 120 thousand square meters will be added, of which 150 will be opened every year in the shopping center.

In the wake of Semir's clothing shopping center, Feng Zhen, the brand of traditional shoes and clothing is also facing the dual upgrading needs of products and channels.

Especially in the new retail trend, how to perfect the online and offline integration is another problem facing the brand.

As a channel side, Hangzhou Xixi impression city general manager Tu Fang said that the mature brands also attach importance to online and offline dual channels, but the division of labor is different: online inventory, volume, low price, offline experience, such as new product display.

In product design and supply, there are two lines to distinguish from conflict.

This point has been recognized by Semir.

He said that there will be some online products for sale, and the price is their advantage. But some of Semir's products are priced online and offline, making the same setup to take delivery under the online sales line.

However, Sun Yulong has different views on it. He thinks that it is a paradox for the clothing brand to differentiate itself from the online and offline through product design. The traditional clothing brands are accustomed to using the line as a "sewer", and the customers and offline are two different groups.

As a result, there seems to be no real convergence between the electricity supplier and the store operator.

Zhou Yong said that under the two line channel, the key is not to look at the consumer group, but to see whether it has created different shopping scenes catering to consumers.

In his view, many clothing and footwear brands operate in the two line of differentiated category design. This is a trend or an expedient measure or a paradox. It still needs time to test.

But one thing is clear, that is, the brand should design and choose channels according to the lifestyle and buying habits of consumers.

3, how should a brand build its own channel power?

The channel of the brand is difficult for the channel side.

As a trader of the new world department store and Nanjing Paris spring Huaihailu Road store, Wan Jun said that as a party, when they choose brands, they mainly see whether the location matches with the project, including tonality, style, age, price band, and marketing mode, and so on.

Whether in department stores or shopping centers, emerging brands are more likely to get channel side concerns.

Mr Wan explained that consumers' purchase rate for the "old" brand was unchanged, and that the sales of these brands also showed a downward trend. On the contrary, the market performance of emerging brands was better.

For shopping malls, a number of new brands will help improve passenger flow.

The online traffic dividend is losing, and the offline channel is ushered in the storm. However, the popularity of offline channels is polarizing: the popular and famous market has become the object of competition among many brands, and some newly established shopping malls have been neglected because of lack of popularity.

"Aside from the high rental costs of the hot spots, many brands do not think much about whether your brand is suitable for such a field. You know, every year in Nanjing's tekkey Plaza, many brands fail to perform well, and Shanghai IAPM also has vacant shops.

Therefore, the choice of what kind of offline channels should be determined according to the positioning of the brand itself.

Wan Jun has a feeling of feeling, "throw away the big and full hot commercial body, as Party B should choose to subdivide it more."

A distinctive commercial body, or a line that is consistent with the positioning of the brand itself.

For example, the K11 gathered by young artists is suitable for the brand with strong sense of art and petty bourgeoisie. The format and brand of household consumption can pay more attention to community commerce, especially the community commerce of 1/2 line city, which is a new growth point.

As a channel itself, we must also integrate online and offline.

Take the spring store Huaihailu Road in Paris, Shanghai as an example, in the upcoming positioning pformation plan, we will consider the online shopping channels specially designed for offline shops. When consumers shop online, eat and exercise, they want to buy fresh products that are not available in the shopping mall. They can go to the virtual shop to scan the code to purchase fresh products from XXX supermarket, and send them home by express.

Wan Jun believes that this is an unlimited extension of limited entity channels.

Conclusion

The diversification of brand channels is the basic trend. Only by sticking to the needs and lifestyles of consumers and providing practical consumption solutions can the brands' cities become more and more prosperous in a wave of consumption upgrading.