Expand Channels, Open Up The Market And Become A Menswear Brand Market Roadmap

After increasing the added value of products, we should expand channels and expand the market by more means.

The market route map.

"Benefiting from domestic demand market"

In the period of high industry boom, the total growth is not suspense.

But at the same time, soaring property leasing costs and labor costs are obviously affecting industry profits.

Zhou Shaoxiong said.

As a result, the rapid development of e-commerce in recent years has become the first choice for men's clothing company's channel strategy.

By the end of last year,

The official flagship store started operation.

On its page, the company's products are divided into several categories, such as business, leisure, fashion, and so on.

Vice President Lian Jin said that the company entered the online shopping market with multiple considerations.

"First of all, it is undoubtedly a trend to conform to the trend. The huge scale of Chinese netizens and the habit of online shopping are gradually formed. For any brand, we need to pay attention and participation. The second is to clear up the source. We hope that through such an official flagship store, we can create a more convenient and more secure purchase channel for genuine consumers, and play a normative role in brand network sales."

It is reported that the operation of the official flagship store is directly managed by the newly established e-commerce department. All the new products will be sold online, and the retail prices of all goods will be consistent with the terminal stores.

"When the market looks good, we strive to make strong brands. When the industry is adjusted, we actively expand channels." Peng Xing, chairman of the French school, is also optimistic about the opportunities brought by the network economy for the brand. "I have always been concerned about the trend of the Internet."

The network sales channel is put forward to inject fast reaction ability to the marketing channel of the company, so as to improve the relationship between production and marketing and improve the efficiency of channel operation.

Relying on their own brand advantages, marketing channels, R & D capabilities, product design and other core advantages, through online sales platform to achieve online retail and offline retail complementary combination, establish a three-dimensional marketing system.

"We have upgraded the e-commerce marketing system to the company's key development strategy and established relevant companies in Beijing.

I believe that Internet sales will become a new profit growth point for the French school.

Perhaps in the next ten years, it will grow faster than the physical store. "

Peng Xing said.

In comparison,

It is regarded as a "veteran" in the traditional men's clothing company. In 2008, the company set up an official website for sale.

Because of the pricing problem under the online and offline business, the company was hesitant at that time and has been exploring for a long time.

The idea changed radically, after several cooperation with Taobao.

With the number of Internet users in China breaking four hundred million, the online shopping market is developing more and more mature, and has begun to pay attention to brand.

The company found that e-commerce will be an explosive market. If it does not work harder, it will miss the opportunity for development.

In November last year, the company increased investment in e-commerce and prepared to build its own independent mall.

And cooperate with IBM to set up e-commerce cloud platform, leave platform maintenance and construction work to IBM, and focus on product marketing.

But even so, e-commerce is still just

A small portion of channel strategy accounts for a low proportion of the total sales volume of the company.

"Every brand will have its own platform in the future, because everyone has their own ideas, forms of service and experience."

Zhou Shaoxiong said.

In fact, as early as in 2007, Zhou Shaoxiong once said that the seven wolves did not want to become one of the biggest garment manufacturers, but to become China's largest clothing retailer.

The implication is to pform garment manufacturers to channel brands.

In the existing sales channel mode, seeking endogenous growth variables may be a way.

Seven wolves plan to improve the channel as a breakthrough.

For channel brand, terminal control is particularly important.

It is necessary to change the management mode of direct retailing to enhance the sensitivity of market reaction while realizing the refinement of management.

At the same time, the company is gradually realizing the flat management of the channel.

The company has established subsidiaries in Guizhou, Guangxi and other places to further strengthen the management of local channels, and plans to continue to set up management centers in East China, Southern China, North China, central China, Southwest China and Northwest China, so as to manage channel management in the local area.

Terminal control may have a "pain" in the company's channel strategy.

In August 18th last year, seven wolves reported that the company's straight shop was 79 more than the end of the year, and the franchise was reduced by 78.

In the first half of last year, only one new store was actually added.

But the company itself is not too worried about it.

"Shops and stores are basically flat, store rentals and labor costs are rising.

At present, the company is mainly based on solid foundation, focusing on improving the profitability of the store. "

Zhou Shaoxiong said.

Like the seven wolves, the strong power network sales continue to vigorously develop the core business circle's exclusive store channels.

In addition to the need for sales, the company believes that this is an important way to shape brand influence.

"We will focus on the layout of the core business district stores, just like our front door shops in Beijing, surrounded by international brands.

This is the goal of the strong fighter, competing with international brands.

Lian Jin said.

A senior government official said the federal budget of India proposed a 10% consumption tax on brand clothing. This proposal will be examined and the government will take some balancing measures.

India textile Commissioner Josh (A B Joshi) said at the 2011 InFashion textile industry fair that the budget proposes to levy a consumption tax on the brand clothing. The government will examine the proposal and take some balancing measures at the same time.

He said that the concerns of the industry have been conveyed to the government.

Federal finance minister Pranab Mukerjee proposed in the budget last month that 10% of the consumption tax on brand clothing should be levied. The industry believes that they will be negatively affected.

In fact, the clothing industry has begun protests against consumption tax, and they want to withdraw the consumption tax.