Zhongwei Uses Big Shop Mode To Fight Winter.

There are two kinds of operation modes of clothing brand: one is the mode adopted by traditional brands, such as many famous brand designers abroad and the operation mode of luxury brands.

This model is committed to building brand image and culture, trying to create and guide the trend of fashion, and spreading the fashion culture that it advocates to the outside world, so its brand positioning is usually more expensive and expensive.

Many domestic brands like this model, especially for many women's clothing brands.

Another is the non traditional SPA mode originated by GAP in the US, and SPA literally plates into "private brand clothing professional retailer".

The model was put forward by the American brand GAP in the annual report of 1986 to define the new business system of the company. After that, it was successfully applied and promoted by Japan World Corporation. Its brand name in Japan was UNIQLO.

Its greatest feature lies in its reaction speed.

In recent years, some clothing brands represented by the United States in the United States are creating a new fashion brand operation mode -- the big store mode, and will develop towards the SPA direction.

Now, clothing brand stores are bigger and bigger, and thousands of square meters of flagship stores are everywhere.

After Metersbonwe, Semir and other casual wear brands have opened thousands of square meters or even tens of thousands of square meters of integrated stores, men's clothing brands have joined the strategy of implementing their integrated stores, such as the wedding bird group.

Since then, children's wear brand has gradually implemented a large store strategy, such as Zhongwei company.

Zhongwei company has opened a number of Disney flagship stores and TOONSLAND flagship stores in Beijing, Shanghai, Guangzhou, Wuhan, Zhengzhou, Chengdu and Suzhou.

TOONSLAND flagship store contains all the brands of Zhongwei, including Mickey Mouse, Vigny, BabyQ, Nike kids, Bobbi, wind fire wheel, Fei Xue and so on.

There are many advantages in adopting the big store mode. First, the store is very large, with a large number of products, large volume of goods, strong selection, and easy popularity.

Secondly, it can collect information from customers in time and make use of IT network technology to understand the sales situation of commodities and adjust the quantity of commodities in time.

"In the current domestic market, it is very simple for consumers to determine whether a brand has the strength, that is, through visible terminal stores.

Few people will really go through other information channels to see what the brand is like.

According to the insiders, "one of the main competitive ideas of the United States is that it can develop into a climate after 2000.

In this way, a train of thought will be formed in the minds of consumers. The same product will be worth buying the same products.

Finally, the market share of the United States is increasing.

Although big shop is not the only factor in its success, it is a very important factor. "

There are two sides to everything. Big shop mode is no exception. There are many challenges in making profits.

The first challenge is the financial strength of enterprises, which is a very important aspect.

In terminal management, enterprises now adopt computer information system and adopt a lot of ERP management software, which is also necessary.

Although the advantages of big store mode to brand development are obvious, such as better displaying the brand image and enhancing the market share of the brand, etc., at the same time, the big store mode will also put forward higher requirements for enterprises.

First, how to improve the quality of personnel.

Because any big shop needs talents to manage, all of them need to train relevant personnel, and the team needs to have strong executive power. Therefore, it is very important for talents to rationing them.

Second, it comes from the challenge of personnel efficiency.

At present, domestic brands do not do well in this respect, and the operation level of their stores is not very high.

If the brand still wants to reflect the concept of life hall in the big shop, it will involve deeper content.

This includes not only sales skills, store management knowledge, but also more consideration for the creation of cultural atmosphere in shops, the selection of display modes, and the combination of commodities.

In these respects, Zhongwei has done a good job. Every Disney flagship store and TOONSLAND flagship store display a refreshing new look, forming a magical fairy tale kingdom. Children can choose to buy their favorite products in Disney's "paradise" and bring everything they like to home.

Seeing these opening and good development momentum of Disney flagship store and TOONSLAND flagship store, we have every reason to believe that the management mode of children's wear has opened a new page. Zhongwei company will lead the children's wear industry out of the "winter" brought by the financial crisis and make a stride forward in the spring of "red spring".

Yang Jing: editor in charge