A Large Number Of Shop Outlets Shut Down Online Brand Landing Is Facing Compatibility Difficulties.

Clothing stores shop a lot

In July 27th, the reporter learned from Daphne that in the first half of 2015, the growth rate of Daphne's core brand and same store sales decreased by 16.9%. In the first half of the year, there were 181 outlets, including 14 outlets in the first quarter, 167 stores in the two quarter, and 6221 core brand outlets.

It is reported that the main sports shoes, sportswear

It also faces the dilemma of poor store sales and closing stores.

According to its earnings report, the clothing revenue of the company in 2014 was 860 million yuan, down 460 million yuan from last year, down 34.7% from the same period last year.

Meanwhile, in 2014, the company planned to close 100 stores to 150 stores, but the number of stores actually closed to 534.

When offline stores are closing, some of the Internet clothing brands are going to shop under the line to grab market share.

Recently, Guangdong local Internet clothing brand Yin man, after losing the line three years ago, came back again and started the expansion plan under the line again.

"Women's clothing online share accounted for more than 22%, but there are still 78% of the market share under the line."

According to Fang Jianhua, founder of the Yin man brand, "future clothing companies should combine online and offline, taking the traditional business, e-commerce, micro business combination of the three modes.

These stores will be opened to fans through the "0 franchise fee 0 inventory 0 soft pack" way to complete, the main task of line shop is to provide services and operation for fans group.

Industry analysis

It will also pave the way for its parent company's future listing.

Supply chain is compatible with risk.

For the Internet clothing brand from the line to the line, insiders believe that the prospect remains to be seen.

It is reported that

The clothing brands of Han dresses and silks have tried the layout line, but the final result is not satisfactory.

Lai Sheng, a senior apparel industry observer, pointed out that when the Internet market started to go to line, the following problems must be solved: first, whether the supply chain will drop off, and the biggest challenge from the line to the line is actually the supply chain. The new business mode needs the integration of the chain system, the commodity system, the price system, the membership system, the profit and service system.

Secondly, the Internet brand online market has strong supply chain management and experienced promotion and information system team, but it needs more cost when it is pferred to the offline market.

In addition, how to turn fans into partners is the core issue.

"For Internet Co, the number of users is an important indicator of company valuation. Internet Co users are sticky and will lose money." Hui Mei Group has the gene of Internet Co, the body of traditional clothing companies, but precisely because its products are clothing, so the stickiness of users is very difficult to guarantee.

Mr. Li Jinliang, a partner in consulting with fashion department, told the media that the supply chain under the line and offline is two ways of organization, and it is very difficult to be compatible.

"From the clothing line to the line, it will lead to low pricing because of the simple value chain online, and many links such as offline agents will eventually lead to conflicts of interest."