Can The Upgrading Of Core War Experience Save The Market?

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 that "a lot of money is less". Fast fading brand Raising the appetite of consumers or picking up the fastidious aesthetic changes has given them opportunities, but it can be confirmed that Brand design The core loss is the most fatal blow to "Guan Dian Chao".

　　 Clothing enterprise The mining and analysis of market potential demand and the R & D investment in design depend only on the selling degree of goods in the market to decide the production plan of the enterprise, which leads to the fact that the enterprise can not 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 transformation 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.

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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 may be alarmist, but it is not only the bostin family that has been hit by the "Guan Dian tide".

In the first half of last year, Lining closed 244 stores, and the number of Anta stores was reduced by more than 50, and PEAK was reduced 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 had 165 outlets in the mainland market, of which 41 were self owned stores and 124 were franchised stores. At this point, "Customs shop tide" has spread to the whole industry. If leisure, sports and other categories are the most direct shocks of the past few years "Guan Dian Chao", but in 2014, some down garments and men's and women's clothing enterprises were also not 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.