In Order To Transform And Upgrade, Dealers Also Need Transformation And Upgrading.

Zhu Xiang analysis, one of the characteristics of men's clothing sales channels is that the operators and owners of brand shops are mostly franchisees and agents all over the world. Many of the franchisees are "husband and wife shops", but the strength is weak, but the number is huge. In today's environment, we need direct outlets, large agents and some powerful franchisees in headquarters to transform to professional retailers. Then we need a professional retail management team and a certain scale to adjust. From the brand headquarters, it may be necessary to integrate and optimize some franchisees with weak operations. Close down the loss stores, further streamline the quantity, and at the same time force e-commerce, with this new channel to meet the needs of a wider range of consumers at a lower price.

"In addition, the positioning of the product itself changes, the demand for men's fashion, the speed of change is not too fast, the type is relatively fixed, the pursuit of quality is relatively high, bought a suit of ten thousand suits can wear for a long time, so men's demand cycle is relatively long, so its performance can not always grow rapidly. Therefore, men's clothing should also cater to modern young people, instead of sticking to the market of old and middle-aged people, and making more efforts in fast fashion. For example, ZARA is the best example. Zhu Xiang said.

The reporter looked at the report of Hai Lan's home. It showed that the business income of Hai Lan's family from 1 to September was 8 billion 145 million yuan, an increase of 70.5% over the same period last year, and net profit of 1 billion 613 million yuan to the parent company, an increase of 83.57% over the same period last year. It is reported that Hai Lanjia company this year for the layout of shops, on the one hand, the location of bad shops, and on the other hand, the new shop focus on the area to upgrade, not to pursue the number of shop opening; at the same time, the electricity supplier mode adopts the online and offline O2O mode, the company's electricity sales revenue grew rapidly, is expected to grow 300% to 400% this year. The O2O mode of Hai Lan's home operation has inherent advantages: the company adopts the direct management mode, and the franchisee is only a financial investor. Therefore, the operation of O2O will not be faced with the problem of profit distribution among franchisees.

From another point of view, men's clothing enterprises should change their mindset in customer experience. The contact path between brand and customer must be shortened. The problem of user feedback should be answered immediately and solved. Most companies are not shirking their responsibilities. They are doing the same thing without any improvement actions. Once users are given up, there will be shadows and it will be hard to rejoice. The traditional way of communication is from Brand Company to agents. Distributor The dealer then went to the store and finally passed to the terminal customers, which made Brand Company fail to pay attention to the customer's experience of the brand, which also led to the customer's loyalty to the brand was getting lower and lower. Next, the mode of communication between brands and customers must be changed. Wu Yue further said.

At the same time, insiders also said that the adjustment of men's clothing enterprises needs to take full account of the characteristics of men's consumption. Men's consumption groups are generally mature men aged 27 or over. Their aesthetic standards, their demand for products and styles, and their choice of brands are relatively stable. They have better purchasing power and consumption level than the other 35. Relatively speaking, men's clothing market is more concerned about quality consumption, product quality is life.

　　 Li Peng It is considered that men's brands encounter systemic problems, so they need to change from the source. He introduced that the general profit distribution structure of the clothing industry value chain is 40% of design, 50% of marketing and 10% of production. That is, design and marketing are at the high end of the value chain, with high economic value added, and production and processing are at the low end of the value chain, with the lowest added value. According to the analysis of the whole value chain of the garment industry, all kinds of enterprises participate in the value chain division of labor according to their own competitive advantages, so that they can get the biggest benefits. However, most of the garment enterprises in China are at the low end of the value chain, which is the root cause of the decline in performance. Large brands in China clothing At present, enterprises pay more attention to marketing links, and design businesses are scattered in ODM enterprises, brand clothing enterprises, professional fashion design enterprises and fashion design studios.