Channel Sink &Nbsp; Retail Will Become The Focus Of Competition Among Garment Producers.

As of the first half of 2011,

Channel sinking into retail competition focus

Host: why do more and more large garment manufacturers focus on sales channels, especially the control of retail terminals?

Wei Lin: in 2010, smaller cities constituted about 50% of the clothing market. In the next ten years, many high consumption groups will live in inland or smaller cities.

As international clothing brands have entered the Chinese market vigorously to develop their retail terminals and begin to sink the channels, the ecological environment and game pattern of Chinese garment industry have undergone tremendous changes. The choice of force retail is actually the relocation of domestic enterprises to the marketing channel under the new pattern.

Zhou Shaoxiong: the seven wolves are wholesale, and retail is a key part of the clothing industry. So the seven wolves have gradually pformed from wholesale to retail, and have been emphasizing the details of retail, including product and retail management skills.

Whether the image spokesperson to the flagship store or the Internet sales area is to emphasize the company's emphasis on retail.

The seven wolves do not want to become one of the biggest garment manufacturers, but to become China's largest clothing retailer.

To realize the pformation from garment manufacturers to channel brand, we must focus on the control of various terminal retail channels.

Control the terminal and grasp the mind of consumers

Host: the pition to retail means controlling all kinds of sales terminals. What are the plans for enterprises to do?

Zhou Shaoxiong: in November last year, the company increased its investment in e-commerce and set up an independent mall.

And cooperate with IBM to set up e-commerce cloud platform, leave platform maintenance and construction work to IBM, and focus on product marketing.

Even so, e-commerce is still only a small part of the seven wolves channel strategy, accounting for a very low proportion of the total sales volume of the company.

For channel brand, terminal control is particularly important.

Seven wolves choose to direct retail business management mode pformation, in the realization of management refinement while enhancing the sensitivity of the market reaction.

In addition, the company is gradually realizing the flat management of the channel.

The company has established subsidiaries in Guizhou, Guangxi and other places to further strengthen the management of local channels, and plans to continue to set up management centers in East China, Southern China, North China, central China, Southwest China and Northwest China, so as to manage channel management in the local area.

Hong Lianjin: today's retail marketing is not a product war, but a mental war. The strategic source of marketing is not in the market, but in the needs of consumers' minds.

Instead of being the first to enter the market, it is better to be the first to enter the minds of consumers.

Although there are many debates about brand focus and diversification in Chinese business circles, we have long recognized the view that brand competition ultimately depends on the minds of consumers.

The real competitiveness or barrier of a brand is not in the product, not in the market, but in the mind of the consumer.

Improve the store

Host: what are the preparations for the operation of the retail channel?

Zhou Shaoxiong: upgrading the image of the terminal is one of the important measures of the seven wolves' "intensive farming and retail".

To this end, the seven wolves will comprehensively promote the upgrading of all terminal stores as an important development strategy for 2011.

Xiamen seven wolves Zhongshan Road flagship store belongs to the 8.5 generation of the experience of the seven wolves.

For example, the new generation of shop design has been equipped with a variety of elements, on the one hand, to satisfy the modern men's overall needs for lifestyle and spirit. On the other hand, it is to show the brand concept of "wolf is not only one side".

Hong Lianjin: attention to the retail channel, the purpose of the enterprise is different, but most of them are to inject fast reaction ability to the marketing channel of the company, so as to improve the relationship between production and marketing and improve the operation efficiency of the channel.

Taking the enterprise's access to the network sales channel as an example, the aim is to build up a three-dimensional marketing system through the network sales platform, complementing each other's online retailing and offline retailing with the core strengths of the enterprise's own brand, marketing channel, R & D capability and product design.

At the same time, we hope that through such an official flagship store, we can create a more convenient and more convenient channel for consumers to buy genuine costume, which will play a normative role in brand network sales.