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Is Changing Chain Of Clothing Channels The Main Trend?

2010/7/14 9:06:00 41

The current situation of clothing chain

In the era of channel is king, the importance of channel construction has been increasingly valued by garment enterprises or operators.

It can be said that whoever has the advantage of channel will win the market.

However, traditional marketing modes, such as franchising and self operation, have gradually lost their advantages in the former market competition.

Many problems such as high operating cost, poor information and unable to reach a highly unified brand image restrict the development of enterprises.

Under such circumstances, many garment enterprises or operators are thinking about finding a more suitable channel construction mode for the market and enterprises to fulfill the mission of developing and expanding their enterprises.

In recent years, with the successful operation mode of "Gome" and "Suning" terminal chains, the garment enterprises or operators of foresight have seen the future direction in groping.

That is to say, in the clothing industry, the chain store operation mode is also implemented, for example, the Metersbonwe of leisure brand reaches 5000 square meters flagship store in Hangzhou; the chain brand of the underwear industry "urban beauty", "new feeling" and so on.

All are striving to establish channel advantages through terminal supermarkets.

　　“国美”式连锁经营

Traditional chain is a kind of continuing business partnership between brand (or commodity) companies and franchisees.

The company gives the partners the privilege to run their brands or commodities, so that the partners can obtain a franchise project in a certain area, and then the company will operate.

With the advantages of resources and experience, the organization, training and management help the franchisee reduce its operational risk.

The company also requires the franchisee to pay a considerable price as a reward.

And in the country, "Gome" and "Suning" are connected.

Locks, breaking the previous definition, take terminal stores as brands, rely on resource advantages, gather various kinds of goods, attract consumers with quality service and low price.

The biggest advantage of this mode is to integrate resources and reduce operating costs.

Under the same commodity and the same quality, its terminal stores can attract consumers at a lower price than the market level, so that its chain operation mode has been successful.

Hint: with the success of Gome business mode, more and more apparel industry has borrowed this mode to build channels and expand the market.

However, each channel has its advantages and disadvantages.

It is to see how clothing enterprises choose.

According to some industry professionals, clothing chain operation will become a mainstream trend in the future.

So what are the advantages and disadvantages of chain operation clothing?

Mainly in the following aspects.

　

Clothing chain

Advantages of operation

　　品牌资源互补，产品线丰富

People who have done dress know that most of the clothing companies have single product lines, such as women's wear, women's casual clothes, leisure oriented, bra, warmth and beauty.

Such a single product line, with exclusive stores or specialties.

In the form of cabinet sales, when consumers choose, because the brand is single and the product line is single, there is little room for choice. Therefore, there are still drawbacks.

And the chain sales mode is used to make up for many brands and rich product series.

The profitability of chain stores.

Fashion chains come in the form of hypermarkets. They combine all kinds of brands. In line with men's wear, women's wear, casual wear, underwear, footwear and so on, the rich product line can help consumers reduce the time and energy of consumption choice, that is to say,

When entering the terminal store, it only involves clothing, and can be satisfied at a terminal store.

Instead of buying the same underwear as the old one, the family bought a suit.

In addition, this scale of operation can reduce operators.

The cost of investment to expand profit margins.

Highly unified

brand

image

In franchising business mode, the brand image of the enterprise and the brand image of the terminal store can hardly be unified.

This is because, in the terminal execution, the brand image will always be different because of various reasons.

It is a fatal blow.

The image of the chain store is based on the brand of the store, and promotes the development of the brand image with the brand of the store.

Under such circumstances, the brand image of an enterprise will shift its responsibility from the enterprise to the terminal body.

Above all, this can reduce the operation input of enterprises.

On the basis of resource advantages, terminal stores have appeared in a unified store image across the country, and advertising campaigns are highly unified. These provide favorable conditions for the image building of chain stores.

Therefore, under the pull of store image, concentrating resources superiority can form scale effect and drive the development of enterprises and terminal channel providers.

　　保证终端稳定发展

At this stage

Clothing management

In management, the profit is often reduced in the busy season because of the failure to get goods. In the unsalable season, a large quantity of stock due to the backlog of goods causes difficulties for the turnover of the working capital. This is the existence of the franchised stores at this stage.

Problem.

If we operate in a chain mode, we will ensure that goods are delivered in time with centralized logistics and scientific logistics distribution.

Generally speaking, if we operate in chain mode, we will set up our own logistics distribution center. This will be completely changed.

In the rush season, we can not get the goods, so we can ensure that the terminal develops steadily.

　　执行政策彻底

The emergence of chain form has broken the previous situation of resource duplication and waste, which is a disorderly and destructive competition. Instead, it uses a sales platform to gather various brands to integrate resources and concentrate resources to capture the market.

Such a plan

The operation mode of sex, unity and intensivism can reduce the cost of operation on the one hand, so that the product price has competitive advantage.

On the other hand, highly unified management can also maximize the brand image with the least resources.

　　服装连锁经营的存在的问题

Tip: of course, any marketing mode is not perfect.

As a chain, there are advantages and there are still some problems in specific operations.

At present, chain management is difficult to manage, and a large number of market managers are required.

To maintain and upgrade the business of chain stores, resulting in high operating costs; at present, some second tier brands are reluctant to put their brands into chain stores; therefore, it is not difficult to organize the supply of goods; there is no strong brand support and high demand for logistics and distribution.

The problems of inventory pressure will seriously restrict the development of chain operation system.

　　组货困难

The biggest difficulty of building a large terminal store is that it can not organize more sources of goods.

Especially some front-line clothing brands.

I talked about this kind of problem when I talked with people in the industry.

Because clothing is not like electrical appliances, electrical appliances brand.

The cost of establishing a franchised store is too high. If it is not too powerful, it will enter the super oligopoly terminal such as Gome, Suning and Yongle.

And the clothing brand establishes the exclusive agency, its investment completely is joined by the alliance.

In contrast, enterprises pfer business risk to franchisees to a large extent, so that no matter how much capital they invest, they can gain fame and gain.

Therefore, in such a situation, clothing brands will choose to build themselves.

Stores will not choose to enter large-scale stores built by terminal providers.

Therefore, the absorption of many well-known brands is the biggest problem in the operation of large terminal stores.

　　需强大的实力做支撑

Whether it is clothing enterprises or terminal operators, building large chain stores is a severe test for their strength. It has great investment in many aspects such as location, decoration, purchase, sales, logistics, service, management and so on.

If the strength is not strong enough, it is difficult to support the operation of the store.

As we all know, such as "Gome" type of chain operation, rely on the standard operation to achieve the growth of profits. Behind this large shopping mall, there is a huge logistics system and information.

Management system, procurement system, comprehensive commodity analysis system and so on, and the establishment of these systems will take time, energy and material resources.

Therefore, this is a difficult problem for terminal channel operators.