Clothing Stores Store A Large Number Of Closed Supply Chain Compatibility Risks

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 and sportswear are also facing the difficulties of poor stores 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.

It has been learned that the clothing brands including Marceau, Han dresses and rink 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.

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Also told the media that online and offline supply chain are 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."

When offline stores close, there are some.

Clothing brands have to open up 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, Yin man expansion of physical stores, but also for its parent company, the United States group of the future listing of the performance of the purpose of laying the groundwork.