Quanzhou Clothing Enterprise Tries The Water Big Shop Pattern

In the face of the impact of the epidemic, some clothing enterprises in Quanzhou try to find new opportunities in the crisis, take advantage of the opportunity of opening stores with lower cost during the epidemic period, and start to expand new big stores and test the mode of big stores, laying the groundwork for the recovery and development of the post epidemic period.

Build a world class outdoor flagship store

Recently, Archaeopteryx alpha center, the world's largest store of the top outdoor brand Archaeopteryx, officially landed in Shanghai. This is a big move made by Anta on the brand newly incorporated into the board after Anta acquired yamafen. It is reported that as the world's largest store, Archaeopteryx alpha center has 700 square meters of space and ten outroom style characteristic areas, showing the brand details of Archaeopteryx different from other outdoor brands.

In order to highlight the relevant elements of the outdoor brand, in the aspect of store design, the designers try their best to create a real outdoor feeling, such as prism house, which simulates the world hiking resort, and uses the prism like visual effect of kaleidoscope to match the 360 ° mountain scenery cycle; the original rock climbing exciting scene is displayed, which makes the upper and lower space more wild and imaginative; It can simulate the rainy environment in North Vancouver, let people feel the pleasure of walking in the rain; restore the ice house on the top of snow mountain in North America Customers walk in it as if in a world-class outdoor exhibition hall.

It is reported that since the successful acquisition of yamafen sports in March last year, Anta's market actions for Archaeopteryx and other newly incorporated brands of the group have not been known to most people. Only in the 2019 financial report, Anta has proposed five 5-year development plans of EUR1 billion on the business objectives of amafen, namely, building the three brands of Archaeopteryx, Salomon and Wilson into "1 billion euro" brands respectively, China's market and direct marketing mode plan to achieve revenue of 1 billion euro.

Integration of design, space and creativity

As "China's fashion vane for men's wear", carbin has also fully opened the era of "futuristic technology store" this year. On June 6, this year, carbin flagship store opened on Chunxi Road in Chengdu, Sichuan Province, and the pace of carbin's big store will start in 2020. According to the reports of DJ, the opening of the day's DJ, as well as the hot spot show, also found the hot spot and the hot spot. On July 3, carbin's first 600 square meter Orly "regeneration plan" flagship store landed in Fuzhou. Its space presents a bright and multi-level futuristic style, integrating design, space and creativity. In August, three more stores with ten million revenue entered the market, including Guangzhou Beijing Road flagship store, Guiyang debut store and huaguoyuan & hongtongcheng store. "Most of the top ten pedestrian streets in China have flagship stores." Yang Ziming, chairman of carbin, said that in the future, carbin will have more big stores with ten million revenue entering the market.

LiLang also began to focus on expanding big stores to enhance the group's brand influence. It is reported that since 2015, LiLang's new stores in the first and second tier cities in China have adopted the sixth generation of storefront decoration. The decoration materials are more high-end, the image of the store is more elegant, and the retail area is further utilized. At present, its seventh generation stores have also expanded to 100-200 stores. According to LiLang annual report, in 2020, China LiLang will adopt a cautious strategy, focusing on optimizing the existing store network, focusing on improving retail management and increasing store efficiency. The group will continue to promote distributors to open stores in high-quality shopping centers and strive for better store efficiency.

Customers prefer to stay in big stores

Affected by the industry environment, in recent years, the vast majority of domestic well-known clothing brands are in the era of water test shop.

Since 2014, the number of stores of metsbouray has been reduced, replaced by brand upgrading and the mode of "single store + collection store". Taipingbird, Jiangnan cloth clothing and other clothing brands are also expanding their stores. In 2016, taipingbird's first collection store opened in Changsha, with an area of 1300 square meters gathering its three major brands of women's clothing, men's clothing and children's clothing. In the same month, the first Youngor house in Wuxi opened in full dress, with a business area of nearly 3000 square meters. Its five major brands all settled in. Youngor also proposed to open 1000 large stores with sales of 10 million yuan in China. Jiangnan cloth clothing, La chapel and other large stores have also been set up in the shopping center.

According to the survey, consumers spend more than three times as much time in a collection store than in a single brand store, and people are more willing to choose clothes in a collection store with rich products. "Under the background of the poor retail market, especially the luxury market, many fast fashion brands have quickly occupied the major commercial projects and become the favored objects of shopping centers. Influenced by the models of UNIQLO, Zara, H & M and other international fast fashion Qianping stores, domestic clothing and accessories brands have also embarked on the road of big stores." One industry source said.

Industry insiders pointed out that various "new normals" during the epidemic period have also triggered consumers' sincere pursuit of quality. The consumption behavior and consumption scene have undergone earth shaking changes. More diversified market demand will stir up a new industry revolution. The big store model may be a good attempt at intensive operation.