Garment Manufacturers Try Water Transformation In Recent Years

Old Xu (pseudonym) opened in Guangzhou in the early years clothing The company, acting as the leisure card of international famous men's wear brand, then moved the business to Shanghai. He made an important decision this year: withdraw the department store counters and enter the outlets. Market competition and low consumption are the main reasons for the transformation of Lao Xu. The practice of Lao Xu is not a case. Reporters understand that brand suppliers are losing confidence in department stores and shopping centers and switching to Oteri J's arms. Insiders expect that outlets will be a new force in Guangzhou's retail industry.

Local department stores try water recently.

Last month, Lao Xu told a department store colleague about his performance in an Olympic market in Pudong: a monthly turnover of 120 thousand yuan. They thought that they were selling the goods at the end of the sale. In fact, Lao Xu had completely withdrawn from the "positive price market" and removed the counters in the chain department store, specializing in Oteri J.

"Selling prices in department stores. Outlet Twice as high. " Lao Xu's casual menswear originally sold at a minimum price of 400 yuan in the counter, generally sold 200 yuan by outlets, but in the department store, the sales volume was slow, and the normal sales for a month were up to 60 thousand yuan, only half of orter's turnover. Such advantages not only can resist inventory, but also win enough funds for suppliers. "As long as the quality is guaranteed, consumers are more willing to buy brand names at half price," he said.

Since last year, affected by the economic situation, consumers have been reluctant to buy, and discount products are more attractive, such as the sales of brand discount goods, and electric outlets and orlies. On the other hand, the competition between department stores and shopping malls is intense. Apart from the discount, there is hardly any new segment to stimulate sales. The upstream and downstream sectors have also given rise to lower price discount stores. Some of the department stores in China have been transformed into "low" ones. In Guangzhou, Tianhe City Department stores have tightened up outlets, and there will be local department stores testing water in the near future.

New production line for otter supply

There may not be many suppliers, such as Lao Xu, who completely stripped the "positive price market", but the "two leg walking" is not unusual, that is, the goods are sold at the department store or the exclusive store, and the production line is supplied for the outlets. This is originated from the m adefor outlets mode in the US, and the brand manufacturer specially produces a batch of products for Oteri J and factory shop, so as to avoid duplication with the style of the shop.

A department store believes that the "walking on two legs" of the brand is equivalent to widening the customer base and finding another way out for the most difficult period of retailing.

Brand manufacturers build their own factory stores, which are also alternative outlets. Lining and BELLE both have m adefor outlets production line, and Lining has 90 percent off sales outlets in Dongchuan leisure port for a long time. Besides the tail cargo, there are many styles of M adefor outlets. BELLE shoes Many of the online stores and multi brand stores are commonly known as "factory goods", which are discounted for a long time, and are different from those of regular stores.