Clothing Terminal Operation Can No Longer Be Overcome By Price.

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?

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,

After closing 244 stores, the number of Anta's stores decreased by more than 50, and PEAK's number dropped 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 was in China.

The total number of outlets is 165, of which 41 are self run shops and 124 are franchised stores.

So far, "

"It has spread to the whole industry. If leisure, sports and other products are the most direct hit by" Guan Dian Chao "in the past few years, by 2014, some down coats and men's and women's clothing enterprises have not been 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.

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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 pformation 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.