New Big Shop Mode Of Garment Enterprises' Channel Strategy

A few years ago, when the fast fashion giant entered the Chinese market, its store mode was very much concerned and imitated by local clothing. However, many brands did not reach the sales level of fast fashion stores abroad.

Many enterprises have opened large stores but are dragged down by single brand categories, monotonous styles and high shop costs.

Today, there are signs that "clothing stores" still have clothing enterprises as a mode of channel integration, with performance rising and performance declining, including casual wear, shoes and clothing, men's clothing and sportswear.

It can be said that there are different kinds of enterprises and different states.

Observation shows that this stage of the big shop mode has the following characteristics: first, many enterprises plan to open a large store, which is relative to the original inefficient, profitable and smaller shops, and it is a relative "big", not big and big.

Two, in the trend of migration from consumer groups to shopping centers, clothing companies occupy high quality shopping center shop resources, while the shop area needs more naturally to satisfy consumers' one-stop, integrated shopping experience and improve consumers' shopping experience.

Three is to take

The clothing enterprises in general are developing multi brand and multi category enterprises. Rich brands and categories can support a large shop skeleton and retain consumers.

It also caters to the trend of "circle" brand "circle" people (fans) in clothing enterprises.

The four is the integration of online and offline channels.

Today, with the rapid development, enterprises should promote the so-called "O2O" full channel strategy. The experience of big stores is a natural advantage.

The whole channel is not only connected with the online and offline channels, but the key is to provide consumers with a complete, seamless and integrated consumption experience. This requires the physical shops to provide more space and choice in terms of atmosphere, services, technology, products and other hardware and software.

Five, the big store mode reflects the trend that some garment enterprises change from brand dealers to channel businesses.

While constantly enriching its brand and product line, it also introduces and introduces other brands and categories, trying to create a three-dimensional, composite and efficient channel structure and platform to enhance its control over the channel.

It can be predicted that garment enterprises will adopt a more pragmatic attitude towards the "big store mode" after they have gone through the optimization and adjustment stage such as closing stores and going to stocks.

In the period of industry pformation and adjustment, garment enterprises should take appropriate channel strategies to improve their quality at the right stage, rather than the number of large shops and large shops.

Clothing brands take different channel integration strategies according to their own conditions.

Among them, streamlining the number of shops, opening up a collection store, experiential shop, opening a large shop in the shopping center has become a trend.