Service Enterprises Try Water "New Store" Mode To Improve Quality And Efficiency

In 2014, many garment enterprises were still subject to "

"Many brands of clothing have streamlined their channels through downsizing, closing inefficient stores and reintegrating channel resources.

In this process, clothing brands take different channel integration strategies according to their own conditions.

Among them, streamlining the number of shops, opening up a collection store, experiential shop, and opening a large shop in the shopping center became a trend, which continued in 2015.

Semir Costumes: open a large experience shop, open a shopping center store

It said that the pformation of standardized shops began at the end of 2014.

At present, some shops in the company are below 100 square meters, which can no longer meet the future development of the company. The company will gradually close the small shops and set up a large 300-800 square meter standard shop to match the company's products, which is more conducive to the unified operation and management of the company and the operation and management efficiency.

The company believes that shopping centers will become the mainstream of offline channels in the future, and has reached strategic cooperation with commercial real estate such as Wanda. It is planned to set up a 300-500 square meter large children's wear experience store in the shopping center to enhance the image and influence of children's clothing brand. Moreover, most of the large shops stationed in shopping centers at the initial stage are directly managed by the company, so as to enhance the confidence of franchisees in shopping centers.

YOUNGOR: reduce the small shop, open the experience shop, open the shopping center store.

Related people recently said that the company's current number of outlets around 3000, accounting for more than 90% of the direct business.

According to the introduction, the next line of YOUNGOR will be integrated into 1000 outlets or smaller stores. Efforts should be made to create multi brand fashion experience stores and develop to shopping centers.

Looking forward to the next five years, the membership size of the company will expand from million to tens of millions, and products can be customized according to the needs of members, including the health care products that the company may involve in the future.

Saturday: shop in the shopping mall

On Saturday, the company closed more stores in 2014, and its revenue fell 5.02% year-on-year.

The company's store adjustment is coming to an end, and there will be no further adjustment to stores in 2015. There will be more resources to invest in shopping centers.

The company will consider setting up a brand collection store in some shopping centres in key sales areas. Through the upgrading of store image and commodity mix, consumers will enjoy one-stop shopping experience in the store.

Or introduce other categories of shoes, and develop O2O mode with the help of collection shops.

Li Lang: continue to open a big store strategy

It said that in 2015, it will continue to improve channel management, continue renovation plans for stores, and close low efficiency shops.

"In terms of sales channels, the group should change its sales strategy in the provincial capital and prefecture level cities in response to the change in consumption patterns, and move from street stores to shopping malls to set up large stores.

In the second half of last year, distributors have set up 10 large stores in shopping malls in various districts, and the sales are satisfactory.

Li Lang said that the opening of stores in 2015 would be more prudent, and the plan for large shops in the shopping malls of the provincial capital and prefecture level cities will continue. It is expected that this year will increase 20-30 stores.

Carndie Road: opening the fashion concept hall and Experience Hall

Card Nu Di Lu said that in 2015, the company will build the first 01MEN fashion concept hall, with an area of about 3000 square meters, and is expected to open in 2016.

At the same time, the company will build the first karndo road fashion experience Museum, with an area of about 550 square meters, and is expected to open in 2015.

At the 2014 performance briefing, the company's top executives said that in the next 5 years, the company plans to open 30 01MEN with an area of about 500 -1500, which is mainly distributed in the first and second tier cities.

At the same time, Hengyang high-end boutique shop is expected to open in September 2015.

According to the introduction, the buyer's store is light and luxurious, and it is a small SHOPPING MALL integrating retail, catering, supermarket, exhibition, entertainment, leisure, business and other functions, totaling 45 thousand square meters.

Good news bird: pformation and upgrading of the experience area

This year, the company will promote C2B business in large numbers, and now it is improving production and technology to support the development of C2B, and gradually achieve personalized production.

It is understood that the C2B personalized customization business, that is, customers placed in Tmall, the more than 900 bird shops nationwide business linkage.

The news bird suggested that the experience area should be upgraded to reach 30-50% of the shop area.

[observation]: improving quality and improving efficiency, "new" big store mode.

A few years ago, when the fast fashion giant entered the Chinese market, its store mode was very much concerned and imitated by local clothing. However, many brands did not reach the sales level of fast fashion stores abroad.

Many enterprises have opened large stores but are dragged down by single brand categories, monotonous styles and high shop costs.

Today, there are signs that "clothing stores" still have clothing enterprises as a mode of channel integration, with performance rising and performance declining, including casual wear, shoes and clothing, men's clothing and sportswear.

It can be said that there are different kinds of enterprises and different states.

Observation shows that this stage of the big shop mode has the following characteristics: first, many enterprises plan to open a large store, which is relative to the original inefficient, profitable and smaller shops, and it is a relative "big", not big and big.

Two, in the trend of migration from consumer groups to shopping centers, clothing companies occupy high quality shopping center shop resources, while the shop area needs more naturally to satisfy consumers' one-stop, integrated shopping experience and improve consumers' shopping experience.

The three is to adopt the big shop mode of clothing enterprises, generally is developing multi brand and multi category enterprises, rich brands and categories to support a large shop skeleton, to retain consumers, in essence, is the form of brand collection shop, this also caters to what we call the "clothing brand" circle "brand" fans (fans) trend.

The four is the integration of online and offline channels, and the rapid development of mobile channels. Today, enterprises should promote the so-called "O2O" full channel strategy. The experience of big stores is a natural advantage.

The whole channel is not only connected with the online and offline channels, but the key is to provide consumers with a complete, seamless and integrated consumption experience. This requires the physical shops to provide more space and choice in terms of atmosphere, services, technology, products and other hardware and software.

Five, the big store mode reflects the trend that some garment enterprises change from brand dealers to channel businesses.

While constantly enriching its brand and product line, it also introduces and introduces other brands and categories, trying to create a three-dimensional, composite and efficient channel structure and platform to enhance its control over the channel.

It is foreseeable that the garment enterprises are in the process of optimizing and adjusting the industry, such as store tide and inventory, etc.

"We will adopt a more pragmatic attitude, which can be called the new" big store "mode.

In the period of industry pformation and adjustment, garment enterprises should take appropriate channel strategies to improve their quality at the right stage, rather than the number of large shops and large shops.

After all, upgrading shop sales index, improving store operation efficiency and strengthening channel control ability are fundamental. Behind that, it is necessary to support products and design that are fashionable and satisfying demand, flexible and fast supply chain system, and meticulous and systematic operation management.

Xiaobian believes that clothing companies have experienced passive shop closes, and now they are experiencing innovation and innovation.

Semir, YOUNGOR, news birds and other test water "new big shop" mode, the essence is not the number of shops, but on the whole to strengthen the control ability of consumer channels.