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The Core Business Circle Rental Pressure Becomes The Bottleneck Of Fast Fashion Brand Development.

2013/11/2 14:59:00 44

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in recent years, fast fashion > a href= "http://www.91se91.com/news/index_s.asp" > brand < /a > has expanded rapidly in major cities in China, becoming one of the most active demand in the retail property market.

According to the latest report released by CBRE, a commercial real estate service company, as of June 2013, the number of four international fast fashion brands (UNIQLO, ZARA, H&M, C&A) in China has reached 523, and 40% of them are newly opened shops after 2012.

facing the international fast fashion brand's aggressive, the local fast fashion brand displays in the retail property market, under the core business circle rental price unceasingly high under the pressure how, becomes the new round market attention the focal point.

To this end, Xinhua news reporter interviewed the fashion women's brand "broadcast: broadcast" design director Wang Tao.

Wang Tao joined the Shanghai daily Broadcasting Industry Co., Ltd. in 2004, responsible for the relocation of the brand of "broadcast: sowing", and successfully pformed the "sowing" brand, which was full of romantic pastoral flavor, into an intelligent and elegant fashion woman's brand that combines western culture with oriental culture.

status: terminal operation is still not satisfied .

reporter: what is the orientation of broadcast:'s brand positioning, and what kind of consumer oriented is it?

Wang Tao: broadcast: broadcast always adhered to the core value of "adhering to all good things" as the brand, and insisted on providing high quality and high style products and services for the current female consumers.

With the age of 25 to 35 years old, the new women are the target group. The product uses the Oriental Language to interpret the Western elements. It is implicit, generous, unpublicized, slightly neutral and romantic, with the simplicity of knowledge, which reflects the coexistence of the new urban women.

reporter: when promoting broadcast: brand, what are the biggest differences between other brands?

Wang Tao: in fact, we have not invested much money in brand promotion. In the initial promotion strategy, we mainly promoted the brand promotion by performance and the actual state of the shop.

But over the past two years, we have made some improvements and adjustments in the promotion. We have invited professional brand promotion companies to make great breakthroughs and improvements in the form of annual show and the tonal style of advertising films.

broadcast: the biggest difference between the brand and other brands is that the key to broadcast:'s brand is not the visual style of the cool, but from the heart of the guests. Most of our guests also have literary and artistic complex. We attach great importance to the touch of the brand on the guests' inner feelings. Broadcast:'s annual advertising films and show are also very much about the artistic tonality that can touch the mind.

reporter: broadcast: has set up ten stores in Shanghai, which are distributed in several core business circles, how to layout in the whole country, how about the distribution of the 123 line cities? What are the main criteria for shop location?

Wang Tao: broadcast:'s performance in Shanghai is not satisfactory compared with its national performance. This is the synthesis of many reasons.

The distribution of broadcast: in the main a href= "http://www.91se91.com" > business circle < /a > is distributed as "jujube". There is a relatively small number of shops in the three tier cities. The layout of the one or two cities in the prefecture level cities is quite extensive.

Shop location is mainly based on the consideration of broadcast:'s location and location, as well as the factors such as the atmosphere of the whole business circle, the volume of the customers, the location of the competitive brand, the overall cost performance of the shopping mall, and the quality of broadcast:'s own brand.

reporter: what is the current operation status of broadcast: broadcast terminal?

Wang Tao: in terms of our own requirements, we are not satisfied with the terminal operation of broadcast: broadcasting, and we have not achieved our goal.

Through a lot of data, in the market environment and the performance of many brands, broadcast: brand is still in a good position, and many brands are more envious of the current state of broadcast: broadcasting.

direction: business expansion to online and O2O /p >

P: reporter: when it comes to fast fashion brands, people will think of the international fast fashion giants ZARA, H&M and UNIQLO, and their market in China has been opened. At present, all the major shopping malls in the country have their own figure, plus many brands in the country, will the pressure of playing cards be particularly large? How does the company view this situation?

Wang Tao: because of the globalization of the clothing market, the profits of the clothing industry are becoming more and more pparent, and the factors of operation mode are different, the circulation link is different and the classification of the customers is more and more finer. This leads to the rise of the operation cost and the increase of the retail price. Broadcast: broadcasting has great pressure.

I believe that not only broadcast: broadcasting has pressure, but also domestic and foreign brands will feel pressure. Even the entire clothing market is facing all kinds of pressure. Under this great pressure, the industry will have a corresponding adjustment.

Under such pressure, I believe that broadcast: broadcasting still has great advantages in design, and I am very confident in brand temperament and opinion.

reporter: as far as Shanghai is concerned, the rental price of core business circle is constantly high. Is there any pressure in this area? What countermeasures should be taken?

Wang Tao: Yes, I think it may not just be the pressure of broadcast: broadcasting. All brands should be under the pressure of this aspect.

the problem of rents rising in the core business circle is related to the internal problems of the business circle itself. I think it is a question of lips and teeth. If all the businesses in China are unable to support such a rent, then what is the future of the core business circle? I think this is not a simple question. Therefore, as a normal operation of the brand, if we are under the pressure of such a business environment, we may also consider the expansion of the business direction of O2O and online.

reporter: data from relevant reports show that fast fashion brands continue to strengthen market penetration in the two or three tier cities, appear to be "peripheral" to the first tier cities and sink into the two or three line cities. How do you view this trend?

Wang Tao: I think this is also the inevitable trend of the market, because fast fashion is very advantageous in terms of price, and the concept of fashion is becoming more and more similar. As the income level of the two or three line cities is different, their purchasing power is also different.

And fast fashion is mainly about market share, so fast fashion needs to quickly penetrate two or three line cities to occupy market share.

The location of broadcast: is not a fast fashion brand. Although we have a certain liquidity, broadcast: broadcasting has strong designer attributes and persistence, and has no intention to think about the rapid expansion and subsidence of the two or three line cities. We have been considering the future business mode and the precise upgrading of products.

Future: integrated front end advanced brand, backend industry chain /p >

reporter: what is the development plan of the brand in the next period of time?

Wang Tao: in the next one or two years, we will focus on solving the reasonable inventory problem of terminal retail.

In order to improve and solve the inventory problem, we are strengthening and improving the supply system in recent years, and strive to make the supply system the best. Next, we will make a more precise positioning in the market.

in the future planning, we will integrate the back-end industry chain, and integrate advanced brands at the front end, so that broadcast: slots can be more precise and clear, and have better and stronger competitiveness in their own advantages.

And we must make a perfect and reasonable brand upgrade to produce a precise, high quality, cost-effective and convenient product for our customers.

reporter: what are the opportunities and challenges faced by China's indigenous clothing brands from the whole environment?

Wang Tao: This is the problem we often think about.

I think the challenge for independent brands is:

first of all, the future customers will become more and more personalized, while Chinese brands are not particularly obvious in personalization.

secondly, it lies in the problem of price performance. This price problem is not simply caused by the brand side, but is caused by the whole circulation link and mode between the brand and the consumer, which leads to the increase of the cost and ultimately increases the price of the product.

in addition, because the price of the whole a href= "http://www.91se91.com/news/index_c.asp" > clothing industry < /a > cost is more and more pparent, and the rise of online e-commerce, the opening of the market will have a great impact on the domestic independent brand and the business mode. If Chinese brands and retailers do not have a good balance and preparation, there will be many problems.

Of course, there are also many opportunities for Chinese brands, such as China's population advantage, China's own brand demand for Chinese market, price advantage and so on.

In this business environment, there should be a big shuffle, so the prospect is very optimistic.