Five Development Trends Of Women'S Clothing Listed Companies In Channel Development

Whether for high-end women's clothing enterprises or popular fashion women's clothing, behind the new practices and trends, it should be said that they all have the same nature and goals.

Today, let's take a look at the latest practices or trends of women's clothing enterprises in the development of channels.

Trend 1: developing "fans economy", emphasizing member management

Under the background of increasingly diversified consumption and individuation, some personalized and styled women's clothing brands will inevitably emphasize "fans" consumption, cultivate more "loyal powder" type of membership consumption, increase the proportion of core member consumption, stimulate sales growth over the same period, and thus promote the channel expansion strategy of enterprises, and even brand expansion strategy.

In the 2017/18 financial year semi annual report, Jiangnan Buyi said that the company has established a full channel interactive platform consisting of three parts, namely, entity retail stores, online platforms and social media interactive marketing service platforms based on WeChat. Each part plays a key role in the process of converting potential fans into loyal fans. The company aims to build a fan group "Jiangnan cloth fan fan economy" system, which is purchased by its pursuit of lifestyle in Jiangnan.

Driven by the "fans economy" strategy, retail stores in the first half of fiscal year 2018 increased by 10.3% compared with the same store, and the retail sales contributed by the members accounted for 67.4% of the total retail sales of the company.

By the end of 2017, the company already had about 2400000 members under the channel, among which WeChat account members exceeded 1 million 900 thousand.

Jiangnan Buyi said it plans to use the Internet thinking and technology to further enhance the company's retail network and optimize the social media full channel interactive platform, and enhance the fan experience to enhance the growth of comparable stores.

However, not only the designer brand, but also for the domestic women's clothing enterprises whose goal is to continuously enhance brand value, members' operation and management are worthy of attention.

Another women's clothing company is also emphasizing its membership management.

In the 2017 annual report, the group said that the company had more than 18.21 VIP customers by the end of 2017, and the Future Ltd plans to integrate the company's commodity system, membership system and service system under the online and offline channels through opening up the whole channel, and plans to join the Internet finance to create a "membership account" for the customers and franchisees to provide quick settlement, credit and other financial solutions.

Trend two: get involved in the "new retail" mode, emphasizing the full channel operation.

For the new retail channel operation mode that emphasizes online and offline channels, there are different attitudes among these high-end women's clothing enterprises. Some companies say they are watching. Some companies say they are trying, while others plan to invest more resources to emphasize the whole channel.

In the 2017 annual report, an Zheng fashion said, the company implements direct sales, franchised, e-commerce integrated channel sales mode.

Among them, the "nine posture" brand has a relatively high level of affiliation stores. "Yin Mo", "an Zheng", "Mo Sha Ke" and "Fei Na Chen" brand adopt the sales mode of directly battalion and supplemented by affiliation, while "Anna Kou" adopts the mode of selling internet electric business, while all brands will integrate various modes and gradually establish a full channel marketing mode.

In 2017, the company embarked on the Yin Mo brand to build a layout of the whole channel. It opened up the offline entities and online PC terminals and mobile terminals, and established a micro mall to achieve the integration and sharing of the three party channel resources. One of the main functions was to achieve inventory sharing, the two is to provide an omnidirectional and undifferentiated consumer experience, and the three is to achieve online offline sales experience.

An Zheng fashion said, the company plans to continue to implement the full channel mode in 2018. On the basis of summing up the operation experience of Jiu Zi and Yin Mo brand in 2017, the brand will carry out the whole channel work in 2018, and the corresponding brands will realize channel interoperability, goods sharing and VIP sharing.

The company will fully expand its business, and the "Anna Kou" brand, as the brand of the company launched by the company, will have a clearer brand positioning in 2018. A more stable product style will further increase input in product research and development, brand promotion and so on. In 2018, it will be a year of "Anna Kou" brand upgrading and rapid development.

The daily fashion is also known in the 2017 annual report. While promoting multi brand development strategy, the company gradually develops into a consumer centric full channel sales network. By setting up offline experience stores, consumers feel the brand culture and products of the company. At the same time, the company combines online and offline resources, and the company opens the first full channel store "broadcastYLE" in 2017 for the implementation of the all channel strategy.

As the first full channel shop derived from "broadcast: broadcast", "broadcastYLE" will connect different shopping experiences.

In 2018, the company will continue to invest in the "broadcastYLE" full channel shop.

Trend three: adjust channel terminal, enter Shopping Center

For mass fashion women's clothing enterprises with thousands of stores, the "scale effect" of channel operation is the focus of attention.

More efficient, more flow of new channel terminal pfer is what enterprises are doing.

In the 2017 annual report, La Natsu Bell said that in 2017, the income of company counters decreased by 11.13% compared to the same period last year, mainly due to the aging of the channels, resulting in a decrease in passenger flow. The monopoly income increased by 15.92% over the same period last year, mainly due to the increase in the number of retail outlets from 3175 at the end of 2016 to 3728 at the end of 2017.

Online sales increased by 44.86% over the same period last year, mainly due to the continuous improvement of the company's multi brand influence and online operation capability.

Franchise / affiliate income decreased by 81.11% compared to the same period last year, mainly due to the JACK WALK brand strengthened its own management and operation. In 2017, it changed from franchise to direct sales mode.

Others include income from labor services provided.

La Natsu Bell said that the company has established strategic cooperative relations with the leading department stores and famous shopping centers in the country. The company can make use of the cooperative relationship with department stores and shopping centers and multi brand operation, take network encryption strategy, open other brand outlets, or open new outlets with strategic partners in the expansion of new areas, so as to reduce the difficulty and risk of developing the retail network.

Taiping bird said in its 2017 annual report that in 2017, the company completed the pformation of sales mode from "direct operation and franchising" to "direct operation and mutual complement". At present, the company takes the first and second tier cities as the main camp, and other cities join the sales model.

In 2017, the company's direct revenue (including online and offline) accounted for the brand.

65.12% of operating income and 33.77% of joining income account for 98.89% of the total revenue.

In the second half of 2017, the company optimized the joint operation channel, closed the joint venture store with low comprehensive efficiency, and converted all the other joint stores into direct and franchised stores.

Taiping bird said that under the trend of consumption upgrading, shopping centers integrating various kinds of brand shopping and eating, drinking and playing together have gradually replaced street stores and department stores as the offline shopping places that young people love.

In 2017, the company continued to adjust, pform and close stores with low comprehensive efficiency, cultivate high-quality shops, and carry out strategic cooperation with Yinli, Yintai, Wanda and Parkson.

By the end of 2017, there were 1386 stores in the shopping center, an increase of 14.93% over the same period last year. The retail sales of 2017 shopping centers in the whole year were 2 billion 868 million yuan, an increase of 16.16% over the same period last year.

Trend four: expand high-end channels, emphasize single store growth

In the process of channel development, middle and high-end women's clothing enterprises accelerate the core channels of the second tier cities and occupy the channel resources, so as to enhance the brand value.

In terms of channel operation, we emphasize single store performance and improve store operation efficiency.

In the 2017 annual report, the company reported that there were 5 brands in the company, and the sales volume of the main brand ELLASSAY 2017 increased by 23% compared with the same period last year. LAUREL has 14 new stores in the country, and the total number of shops is 97 million 743 thousand and 700 yuan, and the main business income is 97 million 743 thousand and 700 yuan. 40 new shops of Ed Hardy series and 40 148 shops have been added. The future Ed Hardy series brand will expand the core business circle of major cities. In mainland China, IRO has opened 5 terminal stores in Shanghai port Hui square, Beijing SKP and Nanjing de Chi in 2017. VIVIENNE TAM has opened terminal stores in Beijing Central Plaza shopping mall and Shenzhen Yitian Holiday Plaza.

In the future, the company will speed up the promotion of VIVENNE TAM brand in China, and open terminal stores one after another.

In the future, the company will pay more attention to the connotative growth of the terminal stores rather than the increase in the number of shops, and increase the proportion of the living centers in the channels, and optimize and upgrade the existing stores in the mature and potential business circle's new standard stores, he said.

Vigna S said that the main brand VGRASS 2017 opened 6 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, with the international brand floor.

In terms of channel development, the VGRASS brand will focus on developing 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.

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

The company also plans to expand the outlets to replace the low-end shops that are not in conformity with the commodity tonality, and enhance the store location and shop decoration for the existing stores to match the international high-end brand standards.

Trend five: force online sales, promote O2O mode

For large scale fashion women's clothing enterprises, online sales is a big growth point.

Whether domestic mass retail enterprises or fast fashion giants abroad, the O2O mode of improving the efficiency of goods distribution is a new business valued by enterprises.

Taiping bird said that the company actively developed e-commerce business, combining online and offline sales, and the net retail sales realized by online sales increased from 1 billion 111 million yuan in 2015 to 2 billion 167 million yuan in 2017, with an average annual compound growth rate of 39.67%.

At the same time, the company vigorously develops "cloud warehouse" system, develops cloud storage big data information platform, through "cloud warehouse" to open the company's main storehouse and direct store store's real-time storage information, realizes the online and offline sales and distribution Unicom, and promotes the development of O2O business.

The company promotes the integration of online and offline channels, and cooperates with Tmall in the new retail business. On the basis of the original O2O project, it expands the interaction between the offline stores and online retailing, and opens up new businesses such as store purchase, store purchase, etc. through commodities, payment and other dimensions.

The "cloud warehouse" system has now covered all the self owned stores and some franchised stores in 23 provinces of the whole country. The volume of turnover reached 464 thousand in 2017, an increase of 84.51% over the previous year, with a turnover of 207 million yuan, an increase of 73.23% over the same period last year.

La Natsu Bell said that in 2017, the company increased the efficiency of online drainage activities, optimized the combination of online goods and the efficiency of offline delivery, increased the number of dedicated products, and increased online revenue by 415 million yuan, an increase of 44.86% over the same period last year.

In addition, the company's men's wear line is officially launched.

The company has launched the O2O strategy to implement the online ordering and offline delivery strategy under some offline retail outlets to achieve the immediate delivery of online orders.

The company emphasizes online and offline business integration, and has launched the order management system to coordinate and allocate orders from online and offline.

Summary: behind the new trend is the invariable nature and goal.

The above-mentioned five development trends of women's clothing listed enterprises in the channel development are summarized as follows: three are the focus of attention of high-end women's clothing enterprises, expanding high-end high-quality channel resources, emphasizing single store performance improvement and store operation efficiency, enhancing store image, focusing on staff cultivation and management, and trying and implementing new retail mode, launching "full channel" shop. In general, women's clothing enterprises in the channel expand this matter, a hidden thread is to pay more attention to the "quality" of the channel, not just the "quantity" of the shop expansion, which implies the overall goal of women's clothing enterprises to enhance their brand power.

For mass fashion women's clothing enterprises, they pay more attention to the efficiency and scale of retailing, adjust the channel sales mode and terminal structure, vigorously develop the business of e-commerce, and emphasize that building a faster and more flexible O2O system for goods distribution reflects the trend of the pformation of women's clothing enterprises to "retail" enterprises.

Whether for high-end

Business or the public

For women's clothing, behind the new practices and trends, it should be said that they all have the same nature and goals.