How Should We Adjust The Terminal Of Garment Industry?

When there are more and more enterprises and categories of guns lying in "Guan Dian Chao", the stores, locations, sizes and quantities of enterprises are always facing the terminal adjustment of tightening lifeline in 2014. Standing on 2015, the colleagues in the industry wanted to ask: how should we adjust the terminal adjustment?

　　 Backward mode "shut shop" spread throughout the industry

According to the semi annual report released in December 2014, Bosideng dropped from 8216 stores to 3436 in the first half of last year, with the media saying so, "this means that Bosteng has to close 19 stores every day." Such a statement is alarmist, but it is not only the Bosideng family that has been hit by "closing shop tides".

In the first half of last year, Lining closed 244 stores, and the number of Anta stores was reduced by more than 50, and PEAK was reduced by more than 300. Also in the first half of last year, there were 347, 73 and 53 stores of seven wolves, nine Mu Wang and card slave road respectively. Giordano's three quarterly report also showed that in 2014, the company had 165 outlets in the mainland market, of which 41 were self owned stores and 124 were franchised stores. At this point, "Customs shop tide" has spread to the whole industry. If leisure, sports and other categories are the most direct shocks of the past few years "Guan Dian Chao", but in 2014, some down garments and men's and women's clothing enterprises were also not spared.

Price shocks from the Internet have always been considered as the main incentives for Xiaguan stores. Many brands are usually faced with the choice of online and offline distribution of interests. A typical example is that JACK&JONES has refreshed Tmall's "double 11" men's wear sales record for several years, but its physical store closing speed is also amazing.

Admittedly, in the era of Internet, embracing the electricity supplier is the best choice. With the streamlining of circulation, terminal operation can no longer be overcome by price, who will be more concise in the intermediate links and more competitive in the channel. It can be said that behind the "closed shop tide" is the abandonment of the traditional circulation mode.

　　 Finding the right gate terminal gateway innovate

Metersbonwe was accused of shrinking 20 billion yuan in less than 3 years. In Beijing, only one flagship store in Xidan business circle was left. But in the view of Zhou Chengjian, chairman of the US bond company, "we have more than 4000 stores in the country, and about 5% of the shops are adjusted and improved. The so-called shut shop is actually a manifestation of the structural adjustment of the brand, and urban transformation and business circle adjustment may lead to the closing of stores. He thinks that it is not worth a fuss to adjust hundreds of stores a year.

Recently, it is reported that the home of Hai Lan will take over the original store of Wangfujing in the United States, and plan to build this store into the flagship store of Hai Lan home in Beijing. It is understood that at present, Hai Lan's more than 3300 stores are located in two or three tier cities, and the core business circle of the first tier cities such as North Guangdong is a part of the future planning of the brand. Feng Shui turns and the terminal adjusts several times. The change of brand strategy reflects the change of brand strategy. This is also the most powerful evidence of market feedback.

The industry generally believes that in the "new normal", to speed up channel innovation and industrial convergence, Internet technology as a precursor to the transformation and upgrading strategy may be the final adjustment of life. Borrow Ma Yun's words to sum up the characteristics of the Internet era, "mobile shops, mobile bosses, people are facade, mouth is the business window, the fate is the customer, the mobile phone is the cashier's desk, the business is in contact with the mountains and rivers, and the deal is done in the laughter and the wind." If you have a chance, you can become a winner earlier. If you look down on it, you can only stay at the empty shop at home and continue to look down on it. It will never be too late. The trend will never come until everyone is applauding.

stay Clothing industry The most typical example is the hottest O2O model in the past two years. Zhou Chengjian has repeatedly stressed that the United States wants to do the Internet. Tailor "With one city, one culture, one store, one story" as the keynote, many stores in a second tier city have been transformed. These stores have also grafted O2O without exception. The plan of the United States is to increase the O2O layout of the two or three tier cities, but its 5000 stores in the whole country will not expand significantly. The total volume may even decrease. That is to say, the whole brand store with O2O will be the force of the brand, and it is imperative to close the shop with poor performance.

Moreover, some enterprises are not satisfied with copying the O2O mode, and are still exploring the original mode of innovation. According to Li Jinzhu, executive vice president of red collar group, the red collar group opened a direct selling experiential store named Coolette last year, and was integrated into the O2O mode of operation on the basis of the original C2M production mode for the two subversion.

　　 Can the upgrading of core war experience save the market?

As the last link of the industrial chain, the storefront is lively or cold, reflecting the design core and the concept of packaging.

For a long time, there is a reason for the frequent adjustment of the terminal adjustment of local enterprises: the fast development of fast fashion brands in the Chinese market has made domestic brands more difficult. In fact, it is difficult for us to decide whether it is "fast and weak" brand to raise the appetite of consumers, or to be fastidious aesthetic changes to these brand opportunities, but it can be confirmed that the lack of brand design core is the most fatal blow to "Guan Dian Chao".

Clothing enterprises do not attach importance to the market potential demand mining and analysis, and R & D investment in the design. They only rely on the marketing level of the market goods to decide the production plan of the enterprise, which leads the enterprises to keep pace with the market changes. This is a commonplace. In 2014, a large number of clothing brands "curve saving the country", intended to work at the terminal store, play the crossover in the form of experience shops, and catch the eye with visual marketing. For a while, restaurants, music, movies, anime and other experiential shops came out, and the display design was born with a new style. Drinking coffee in a clothing store is no longer news.

Chen Dapeng, executive vice president of the China clothing association, suggested that the brand should increase the public opinion atmosphere to create fashion culture and creativity, so as to influence, radiate and guide consumption, thereby enhancing the ability of cultural transformation in industry. Although the "crossover" will still be a "fire" of the clothing industry in 2015, there are voices that only the "crossover" on the industrial chain can have the greatest possibility of extension and success. We may understand that in 2015, it is not difficult to be a shop with vision and experience, but it is difficult to make a cultural shop.