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新零售下,品牌服装如何突破重围

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YKK澳门太阳成城6138行业资讯】渠道优势一度达到达芙妮,达芙妮在特许经营模式下迅速扩张,一度达到近7000家门店。然而,在这三年里,达芙妮关闭了近3000家商店。那么,达芙妮是如何通过渠道创新的呢?


和达芙妮一样,有美女、德慧等。市场形势瞬息万变,消费者需求不断上升,品牌如何转型升级?如何建立自己的渠道力量?
Part1
品牌面临的共同问题是什么?
从2003年到2011年,八年,中国服装行业作为一个整体由闽派服饰品牌,通过广告、高地加入模式实现快速通道扩张,七匹狼,广泛,朗,欧盟、安踏、361度(包括广州科技)的数量已经超过了2000 +商店,安踏是8000 +以上
和百丽女鞋品牌达芙妮在这个阶段通过分支和分支模式也实现了渠道扩张,ykk澳门太阳成城6138价格可以说它是八年批发渠道品牌的中国服装行业作为股息,只要你敢做广告,敢于触及频道形象,敢做订单,不是几个服装品牌发展杭州女性秋季水域的伊拉克人,三色的发展模式。
在这个阶段,除了belle,大多数服装品牌的主要渠道模式是街头小店。
这是多年来,欧盟企业高级顾问委员会成员,高级商务人士太阳玉龙观察中国服装品牌发展道路,总结:2011通道的高度饱和和同质性,和百货商店渠道开始收缩,渠道库存周转率在工业,整体品牌经销商渠道规模不再是优势。
如果渠道规模碰到天花板是时间发展的肯定结果,那么品牌就会迷失在消费者变得越来越挑剔的品味中。
报告指出,共产党19人的社会主要矛盾来自人民日益增长的物质学问需求与社会生产力落后的矛盾,进入美好生活是人民日益增长的需要和不平衡发展不足的矛盾。当前消费整体升级,消费者需求快速提升,这让许多品牌措手不及,未能及时做出相应的反馈,包括产品、设计、渠道、服务等。
创新的新世界百货高级总经理说j .消费者“反复无常”创造了多样化的国内销售渠道同时,但作为一个品牌,选择什么样的渠道不是根据社会热点,但选择根据该品牌的特点。
进一步说,品牌的迭代和渠道的变化总是只存在一个人做得更好,有人在下降,而不是品牌不想改变,但消费者的消费观念和渠道选择变化太多。中国消费者似乎并不太天真,很容易被社交热点分散注意力,许多在线红色品牌的诞生就是最好的证明。但作为服务消费者的品牌和渠道,必须适应这样的变化,不可避免地出现在某一特定的渠道。但是哪个频道才是最适合你的,这是一个更有深度的问题。
事实上,渠道多元化也给品牌带来了反作用,许多品牌都有渠道选择焦虑症。消费者可以随意选择自己的产品,这加剧了品牌的焦虑。
第二部分
对于品牌,品牌渠道购物是绝对的选择?如何整合线上线下渠道?
国家渠道的问题非常复杂。这是因为中国的流通是基于分层的消费需求和多层次的分配,这导致了现有的迭代和叠加的渠道创新。
上海商学院院长、上海商学院院长周勇表示,从过去的单一渠道到多渠道、全渠道、跨渠道、泛渠道、一种变化。最初的电子商务实际上是一个渠道站,后来发展成为一个特定的市场,有特定的目标客户。现在,这两条线(线上和线下)正在进入一个整合期。在线渠道不按人群划分,消费渠道的选择也基于内容和商品。
2017年,senma建立了渠道转型升级,全面拓展了购物中心门店的战略方向。上海ykk澳门太阳成城6138今年3月,semir举行了新的渠道会议,宣布2018年将巩固街道店铺渠道优势,大力发展购物中心、渠道和在线渠道,每年增加不少于12万平方米的n。

The channel advantage once achieved daphne, and daphne expanded rapidly in the franchise mode, and once reached nearly 7,000 stores. However, during the three years, daphne closed nearly 3,000 stores. Now, how does daphne go through channel innovation?

Like daphne, there are belle, delhui, etc. The market situation is changing rapidly, the consumer demand is raised from time to time, how does the brand transform and upgrade? How to build your own channel force?
Part1
What are the common problems faced by the brand?
From 2003 to 2011, the eight years, Chinese clothing industry as a whole represented by min faction clothing brand, through advertising, high ground join mode to achieve the fast channel expansion, septwolves, widely, lang, the eu, anta, 361 degrees (including guangzhou koti) has reached more than 2000 + the number of shops, anta is above 8000 +
And womens shoes brand belle, daphne at this stage by branch and joint branch pattern also implements the channel expansion, can say it is eight years wholesale channels of brand of Chinese garment industry as the dividend, as long as you dare to advertise, dare to hit channel image, dare to make order, not few clothing brand development of hangzhou womens autumn waters iraqis, three-color development pattern as well.
At this stage, except for belle, the main channel mode of most clothing brands is the street shop.
This is for many years, the union business senior advisory board member, senior business people have Sun Yulong observation of the Chinese clothing brand development path, to summarize: 2011 channel height of saturation and homogeneity, and department store channel began to shrink, channel inventory turnover in industry block, overall brand dealer channel size is no longer advantage.
If channel scale encounters the ceiling is the affirmation result of the time development, then the brand becomes disoriented in the taste that the consumer becomes more and more picky is helpless.
The report has pointed out that the partys 19 has the social principal contradiction from the peoples growing material and cultural demand with the contradiction between the backward social productive forces, into the good life is peoples increasing needs and the contradiction between the inadequate development of unbalance. Current consumption overall upgrade, consumer demand is rapidly improving, this let many brands unprepared, failed to make corresponding feedback quickly, including product, design, channel, service, etc.
Innovation group of new world dept. Store senior general manager, said j. consumers "fickle" has created diverse domestic sales channels at the same time, but as a brand side, choose what kind of channel is not according to the social hot spots, but to choose according to the characteristics of the brand.
Further stated that the brand of the iteration and the channel change of always exist only someone is doing better, someone is declining, not brand dont want to change, but the consumer consumption idea and channel select change too much. It seems that Chinese consumers are not particularly naive and are easily distracted by social hot spots, and the birth of many online red brands is the best proof. But as a service consumers brand and channel, it is necessary to adapt to such a variety, which inevitably emerges in a certain channel. But which channel is the right one for you is a more thoughtful question.
In fact, channel diversification has also brought a reaction force to the brand, and many brands have a channel choice anxiety disorder. Consumers can choose their products at will, which aggravates the brand anxiety.
Part2
For brand, brand channel shopping is the absolute choice? How to integrate online and offline channels?
The problem of national channels is very complicated. This is because Chinas circulation is based on the stratified consumption demand and multi-level distribution, which leads to the existing iterative and superimposed channel innovation.
Zhou yong, director of the Shanghai business school and director of the Shanghai business school, said that from the past single channel to multi-channel, all-channel, cross-channel, pan-channel, one kind of change. The original e-commerce was actually a channel station, which later developed into a specific market with specific target customers. Nowadays, the two lines (i.e. online and offline) are entering into a period of integration. Online channels are not divided according to the crowd, and the choice of consumption channels is also based on content and commodities.
In 2017, senma established the channel transformation and upgrading, and comprehensively expanded the strategic direction of shopping center store. In march of this year, semir held new channel conference, announced in 2018 will on consolidate the street shop channel advantages, vigorously develop shopping center, the outlet channel and online channel, an annual increase of not less than 120000 square meters of new development indicators, among them in the shopping center open not less than 150 a year. In this round of consumption promotion, the brand of radical shoes also faces the double upgrade demand of products and channels. Especially under the new retail tide, how to perfect the online and offline integration is another difficult problem for brands.
As channels, hangzhou xixi impression city, general manager TuFang say naive brand for online and offline double channels the same attention, just division of labor is different: online do inventory, walk quantity, low price; Do experience offline, such as new product display. In product design and supply, the two lines are differentiated to prevent conflict. This point is echoed by sen ma fengzhen. There will be some online specials, and the price is an advantage, but the price of a part of sammas products has been set up online and offline, so as to carry out online sales.
Sun Yulong have different views, however, believe that through the product design to distinguish the online for the clothing brand is a paradox, accustomed to the radical clothing brands online as "sewer" foster customers and offline are two different groups.
As a result, e-commerce and shopkeepers do not seem to be truly integrated and just cross. According to zhou, the focus is not on consumer groups, but on whether to create different shopping scenarios that cater to consumers. It seems that many clothing and shoe brands are running two lines in different categories, which is a trend or a quick fix or a paradox, which still needs to be tested. However, it is clear that brands should design and choose channels according to consumers lifestyle and buying habits.
Part3
From the perspective of department store and shopping center channel, how should the brand build its own channel force?
Brand is in channel problem predicament, channel side sees in the eye.
Paris in the spring as the new world department store in nanjing, Shanghai huaihai road shop traders, j. said, as the party a, when selecting a brand, basically see positioning is matched with the project, including the tone, style, age, with price, and marketing and so on. Whether its a department store or a shopping center, emerging brands are more likely to get the attention of the channel side. Wanjun explained that consumers buying rate of "old" brands (without changing features) is declining, and sales of these brands are declining, while the market for emerging brands is better. For shopping malls, a number of new brands are helping to improve passenger flow.
Online traffic dividend gradually lost, offline channels for rob in tuyere, but the level of the popular offline channel presents the polarization: high popularity and fame big company become the brands competing for the object, some of the new stores are due to the lack of popularity languishing.
, regardless of his popular venue high rent fees whether brand is suitable for the venue, many brands consideration is not much, you know, nanjing DE base square, every year there are many brand tepid performance and exit, Shanghai IA PM virtual MATS are available. Therefore, the choice of offline channels should be determined according to the positioning of the brand itself. J., despite a lot of popular commercial body, the party b should choose more features in a niche business, or has a consistent with their own brand positioning offline channels. For example, the K11 of literary and artistic youth is suitable for the strong brand of xiaozi. The business model and brand of household mass consumption can pay more attention to community business, especially the community business in the one-half line city, which is a new growth point.
And as the channel itself, also should be well online and offline integration. In Paris in the spring of Shanghai huaihai road store, for example, the upcoming orientation transformation plan, will consider specifically set offline store online shopping channel, when consumers in the offline shopping, eating, want to buy the mall no fresh after fitness products, you can sweep to the virtual store yards buy XXX supermarket fresh products, and to home by express delivery in a timely manner. Mr. Wan decided that the move was an extension of the limited physical channels.
conclusion
Brand channel multiplication is the basic trend, only close to consumer demand and way of life, with tangible consumer solutions, the brand the city will in rounds in the big tide of consumption upgrade impregnable.

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