Domestic Clothing Brands Fight For The Two Or Three Line Market. The Second Tier Market Opens A Large Store But Supports The Market.

With the increasingly fierce competition, the main battlefield of domestic brands has gradually shifted to the two or three line market. More and more shops are opening up in the second tier market, but it is still fundamental for enterprises to balance their input and output.

Improving the efficiency of single store

High store operation cost is a difficult situation for apparel brands to get rid of at present. In order to achieve the successful operation of large stores, it is necessary to have product development and supply chain integration capabilities of large stores, strong product management capabilities and complete operation team reserves.

Wang Weiwei believes that in recent years, every major

In the key markets, there are many big shops, but the scale of expansion and the pressure of overall performance growth are becoming more and more serious. When developing more high-quality new stores in these cities is very difficult, we should start with improving the sales performance of single stores to improve the profitability of single stores and enhance the overall operational efficiency.

According to the relevant data, the Ping Bang store has a flat effect of 22 thousand yuan, with a flat effect of 18 thousand yuan. There is still a big gap between ZARA and UNIQLO's international brands of 50 thousand yuan.

In fact, after recognizing this problem, the United States began to make adjustments, and the shop plan in 2012 was very prudent.

According to Metersbonwe media Commissioner Tan Weiping, this year, the United States store growth plan fell from 30% in 2011 to 5%~10%, and the focus will also be shifted from store expansion to store efficiency.

Needless to say, improving the efficiency of terminal stores is the most important factor in developing the big store mode.

However, this is a systematic project. It should start from many aspects, such as shop location, commodity management, retail operation and so on.

In addition, effective commodity planning and management is also the core step to enhance the efficiency of large stores, because large stores need richer and more innovative product portfolios.

Large shops usually have special product lines, but because the number of flagship stores is limited, the volume of products for special products is relatively small, which can not play the scale effect of production, which has virtually increased the marginal cost of large stores.

Small shops should not be abandoned.

Each brand's big shop disputes, concentrated on the market share, improve visibility and sales performance.

But the pressure brought about by this is obvious. At this time, enterprises must work hard to train excellent managerial talents and sales personnel.

International clothing brands and local clothing brands need a lot of excellent talents to manage the shops in an all-round way. This is also the key to profitability.

However, it is not only large stores that can set up brand image to attract the attention of target consumers, and ordinary stores can do likewise.

By creating a series of products with distinct themes, the store can also make customers reluctant to return by virtue of effective and distinctive management.

Cui Wei Department Store Ordifen underwear counters only less than 60 square meters of area, but won the gold medal sales performance of the entire floor underwear, and adjacent to the love, Ttiumph and other shop area is two times.

The store sold 400 thousand yuan in May and became the Beijing regional Ordifen brand monthly sales champion.

Yang Yun, the manager of the store, shared the real reason for becoming a champion with reporters.

First of all, only in-depth understanding of products can improve the quality of sales.

The salesperson needs to study the professional knowledge of the product carefully and try on the new product before he can understand the characteristics of the product and the problems encountered by the customer.

Secondly, we need to establish a tacit relationship with employees, rationally allocate jobs so that employees can perform their duties.

In addition, Yang Yun believes that even a smaller shop has its own culture and unique characteristics of its own shop.

She has carried out activities such as "fitting room culture", "product characteristic culture promotion" and so on, and has made more and more repeat customers and VIP customers.

It's internal strength.

Opening a large store is an important means to establish brand image, and the brand's innovation ability and cultural connotation are the key to resonating with consumers.

In the clothing industry, the cultural connotation and design quality of the brand is an important factor affecting the clothing marketing. The design style of the product determines the acceptance and love of the target customers.

Si Fan brand persistently year after year with different themes and various ways of promotion to infect its consumers. Zhou Yan, President of Dalian Si Fan clothing and apparel Co., Ltd. believes that a large part of the clothing brand image is built on the basis of design thinking and cultural taste, and brand recognition and profitability are based on the consumer's recognition and pursuit of this cultural taste.

Yang Ziming, director of art, said that the brand of Chinese local designers should stand out on the world fashion stage. First of all, they must stick to originality, adhere to their own culture and stick to their own design style. Only in this way can they make their own voice.

Then, even if someone else tore off the product label, the customer could recognize it as your brand.

The design idea and cultural connotation of brand are the media to attract consumers and dialogue with consumers. Consumers are satisfied with the cultural atmosphere through appreciation of design.

And to accurately express the voice of consumers, and at the same time distinguish from competition, they only rely on differentiated brand design concepts, so as to improve the added value of products, and finally win the recognition and favor of consumers.