Bad performance in shoe clothing

Recently, the report on operating performance disclosed in the annual report of the listed company in Wenzhou City in 2013 disclosed that “the bad shoes and clothes have been dragged down” has become the main characteristics of the market last year. Indeed, last year was the most difficult year for the shoe and clothing industry. In Wenzhou, where shoes and apparel brand companies are concentrated, companies are looking for a “magic weapon” that breaks through the bottleneck. Business model innovation attempts to become the main theme of this year's business.

Recently, Wenzhou's well-known children's wear brand “Three Points Water”, in the urban “Outlet business district” broadband road, together with leather shoes, leather brand classic cars and underwear brand Pu Li poetry, out of a business area of ​​more than 300 square meters Lifestyle integration shop. For the first time, small and medium-sized brands in the Wenzhou shoe and clothing industry have tried to hold retail sales.

Chen Zhonghuai, chairman of Sanshui Water, said that compared to single-brand single stores, multi-brand integrated stores have a stronger market competitiveness. In the current high operating costs of stores, small and medium-sized brands have taken the road and promoted customers' shopping experience. This may allow shoe and clothing companies to go out of their “shortcuts”.

Baotuan Development Multi-brand Stores Display Advantages The broadband road near Wuqiao Road in the urban area is a “outlet shopping area” formed by “retreat into two and three” in the industrial area, and “Cornell (Cornell Store)” is concentrated. In addition, discount stores and genuine shops such as the “Good News Bird” have a growing business climate.

Three-point water and the classic cars, Pu Li poetry and other brands of lifestyle integration stores, almost in the middle of the broadband road, the appearance of the store is a unified "local gold" color, it looks atmospheric fashion. Into the store, the three brands are distributed in different areas, and the areas are connected. It feels like walking in the mall.

According to Huang Meili, director of marketing for children's wear at Three Point Water, multi-brand integrated stores have concentrated on a wide variety of products such as children's wear, children's shoes, shoes, purses, and underwear, so that customers have more choices when they enter the store. For a longer period of time; In addition, there are additional service items for the leisure area and VIP members in the integrated store, such as the shoe bag beauty and care services launched by the stores, which will enable customers to have a better shopping experience. In addition, in the integrated store, the salesperson's wearing style and shopping settlement are unified.

Chen Zhonghuai, Chairman of Sanshuis Children's Wear, said that the three-point water brand's innovation in this retail channel focuses on the introduction of multi-brand integration and membership experience, which aims to enhance the customer shopping experience by enhancing after-sales additional services, instead of discounting. Bargaining route.

Breaking the Bottleneck The corporate philosophy needs to be updated. Currently, the business environment of the Wenzhou shoe and clothing brand enterprises is as follows: Large shopping malls have high thresholds and large operating costs; bustling regional shops are expensive to rent and small in scale; e-commerce channels sell at a low price to the traditional Stores bring challenges.

Chen Zhonghuai said that in the past few years, "discounting winds" have become popular in shoe and clothing, and corporate gross profit has shrunk. On the other hand, the company's operating expenses are increasing. This puts more pressure on business operations and makes it more difficult to make profits. Therefore, small and medium-sized shoe brands need to adjust their thinking and try what methods can make the brand improve profitability.

This time, three points of water dominated the opening of the integrated store. In the store site selection, decoration, salesperson recruitment and training, business management, sales system, VIP member systems and other hardware and software, to give joint support to the brand. Other brands are equivalent to cooperating with three points of water in the form of "custodianship."

Chen Zhonghuai said that brands must join hands, of course, have a common will and philosophy. In today's market conditions, companies can't develop as a team with their own singles. Each brand's resources can be integrated. Everyone's resources are complementary and shared, and the effect of 1+1 greater than 2 will definitely be formed. Therefore, the company's mentality must change.

Chen Zhonghuai believes that the opening of the integrated store is an attempt of three points, and it may not be said that this time the brand portfolio is the best. Perhaps, the next 3 o'clock will join hands with other children's industries to open stores to increase retail cluster efficiency.

Business Trends Volkswagen Brand Avoids High Rents Wenzhou Chen, president of the Wenzhou Fashion Chamber of Commerce, said at a research meeting of the government at the beginning of the year that, in 2013, clothing market consumption has gradually become more rational, and there will be market prospects for popular, cost-effective products. In the period when various operating costs increase, garment companies are focusing on how to reduce commercial operating costs.

Not long ago, Sanshui shut down a store in the Wendi Road shopping district in downtown Lupu. “The rent of the stores is far too ridiculous. Children's wear is not a product with high added value. How can we afford such a high rent?” Chen Zhonghuai expressed his feelings about the reasons for the closure of Wendi Road. It is reported that, at the moment, a 25-square-meter facade in the Wendi Road shopping district has an annual rent of 250,000 yuan, equivalent to an annual rent of 10,000 yuan per square meter.

Chen Zhonghuai believes that the commercial trend in the future is that, after the sales of popular goods, it will gradually avoid the high-rent, high-cost bustling business districts and transfer to the next-level shopping district, but the quality and service of the products will not be compromised.

Chen Zhonghuai judged this trend, this year in the city's footwear industry, retail industry has begun to emerge. Over the past few years, Joyton, Baoxi Bird, Dongmeng and other apparel brands have opened similar retail outlets in the vicinity of their own factories in order to reduce the cost of brand products entering the business district.

At present, the pricing rate of apparel products in shopping malls in busy shopping districts is 7 to 8 times, which means that consumers must pay for shops with high rents, and it also limits the profitability of brands. Therefore, people in the industry believe that the transfer of the Volkswagen brand to the secondary shopping district will also provide consumers with an affordable shopping destination.