Zhuzhou: Fostering Local Brands To Make Coordinated Development Of E-Commerce Layout

Recently, people who are shopping may find that JACK&JONES and CABBEEN clothing stores near Central Plaza have disappeared and replaced by mobile phone stores. Previously, Semir, which was popular with young people, and the clothing store of life show also left the central business circle.

[ phenomenon Central business circle many chain store brand clothing stores withdraw

From the central plaza to the station pedestrian pedestrian bridge, the road is crowded with clothing stores. As the most prosperous business circle in Zhuzhou, the discount sale promotion from the shops is heard all the way up to the end of the week.

Yesterday, the reporter came to the Central Plaza, but found that JACK&JONES and CABBEEN clothing stores under the large family run downstairs had disappeared. Now they are opening two mobile phone stores. However, the two brands are still open in other stores. "At the beginning of the year, I bought a discount winter dress in JACK&JONES, but I don't know when to close it." Citizen Xiao Zhou said.

Reporters learned that the Semir clothing store on the fourth floor of the plant was also closed in April this year. Coupled with the previous closure of the life show clothing store opposite Hanhua international, 4 national clothing chain stores have disappeared near the Central Plaza.

　　 [data] in 1-5 months, sales of clothing products in our city decreased by one billion yuan compared with the same period last year.

In the industry view, this is just a microcosm of this year's clothing business. According to the monthly economic data of the City Statistical Bureau, the sales volume of clothing products above the limit level was 772 million yuan from 1 to May this year, while in the same period last year, the figure was 1 billion 778 million yuan, a decrease of 1 billion 6 million yuan and a decrease of about 57%.

In the physical store, this data is intuitionistic. The reporter saw that the clothing stores and sports brand shops on the South Road were still on the weekends, and there were still a lot of discounts. There were still few customers coming in. Some of the shopping guides or their heads were playing with mobile phones or chatting around.

　 [explore] electricity supplier "revolution": physical store into "fitting shop"

"Last year, the national electricity supplier turnover, clothing ranked third, accounting for 15% to 20% of the total electricity supplier turnover, which means that 15% to 20% of the entity store has been taken away by the electricity supplier." Zhou Guanghui, President of Zhuzhou electricity supplier Association, said.

In the apparel industry, the most influential supplier is the brand agent. "The clothing of the shop is 20% to 30% cheaper than the physical store. This is a great advantage, so there is such a situation. Some customers go to the shop to buy the same item after trying out the clothes in the physical store." Huang Yongzhong, President of the Zhuzhou brand clothing Federation (also an agent of a women's clothing monopoly in Zhuzhou), told reporters that the shop not only saves the rent but also the agent.

Rising costs: sellers are "facades" for the landlord.

Let a chain brand clothing shop close, on the one hand is because the customer little income drops, on the other hand may be the cost rise. And in all costs, the rise in rents is undoubtedly the fastest.

Reporters in the construction of a clothing store South Road understands that the shop area is 180 square meters, the annual rent is about 1 million 500 thousand yuan, plus water and electricity, deed tax and staff costs, the cost of a year is at least 2 million yuan. Most of the T-shirts sold in this shop are less than 100 yuan a piece of clothing stores. They sell 20 thousand T-shirts a year to keep them safe.

"I have a store, in 2006, the rental of the contract is more than 30. In 2011, when the contract expires, the landlord has raised the rent to about 1000000, and has gone through 3 times. There is no way, as long as we can still afford it, not too much loss, we must continue to operate." Huang Yongzhong said.

[guess] the disappearance of clothing self-employed is sooner or later?

A few days ago, there were 388 media outlets in the mainland of Zhuzhou. Although there was no mention of Zhuzhou, the closure of several stores near the Central Plaza of Zhuzhou has begun to unsettle the industry.

"In the big cities, the public leisure wear brands began to decline. On the contrary, the fast fashion brands such as UNIQLO and Zara are developing rapidly. With the improvement of consumption level and the emergence of a new generation of consumer groups, this trend will spread to Zhuzhou sooner or later, and clothing stores may have large closures in a certain period of time in the future. Tang Xueting, a member of the Zhuzhou Brand Fashion Federation, told reporters that the disappearance of clothing owners is a matter of time.

　 [outlet] brand clothing stores develop to community stores?

The rapid development of electricity business is undoubtedly the most fundamental revolutionary factor in the clothing sales industry. However, in other people's view, the transformation of brand clothing to community stores may also be a try trend. Faced with high rent, some brand clothing agents began to consider moving away from the central business district to the less expensive community.

Huang Yongzhong said he had 10 brands of women's clothing stores in the urban area, but most of them were on the fringe of several major business circles. "Brand shops do not necessarily have to be opened in the central business circle, and the layout should be broad and the cost should be considered."

Tang Xueting said he wanted to open the store to the community so that customers could shop at home. He believed that the community store was the trend of the development of the brand clothing in the future.

　　 [ Zhuzhou Thinking to cultivate local brands and speed up the layout of e-commerce providers

What is the inspiration of the development trend of the garment industry to Zhuzhou, who is planning to build 100 billion garment industrial parks?

"The rent is up, the electricity supplier is hurting, the agent is the most injured, the head office does not manage so many, moreover the agent has no initiative, can only follow the head office to walk, thus the road becomes narrower and narrower. The purpose of establishing the Federation is to cultivate local brands. Huang Yongzhong believes that the era of high profits for agents has passed, and we must think about the way out for the future. His next step is to cultivate local brands and make them own brands. Only when they become price makers can they turn around. He believes that brand training can not be completed overnight. It requires both the efforts of the entrepreneurs themselves and the guidance and support of the local government.

In addition, accelerating the exploration and layout of the electricity supplier has become a common topic in the local apparel industry. "Brand is not only a manufacturer, but also a brand of sales channel. The innovation and layout of sales channels can also bring great influence to the development of clothing industry. " One industry insider said.