Self Built Channels To Explore The Outlet Of Chain Store Brand

In the underwear industry, some famous brands add up to less than 30% of the total market share. The annual sales of brand enterprises are always hovering in the range of 200 million yuan, which is very poor compared with the market volume of nearly 500 billion yuan of Chinese knitted underwear.

Thermal underwear, body underwear, colored cotton underwear, relying on single product breakthrough underwear enterprises in a short period of time in two or three years and quickly from glory to decline.

Market consumption brand concentration is low, brand is not strong, business is not big, business is not stable, this is a situation of China's underwear industry.

Many underwear operators have done this year and don't know where they will be next year.

How can the business of underwear become bigger? Where is the future of Chinese underwear operators?

This is a problem that people in the industry are thinking about.

With the influx of followers, advertising campaigns, celebrity endorsements, and concept hype are gradually losing its effectiveness, and the follow up people seize the terminal and seize the market by means of low price and distribution.

Consumers' interest in mainstream brands gradually decreases under the strong temptation of low prices.

Under such circumstances, the right of brand suppliers to speak is less and less, and channels are quickly blocked.

On the one hand, department stores have more and more entry requirements, more and more poor locations, and more and more sales promotions. On the other hand, small dealers who master terminal shops are also increasingly reluctant to buy brand suppliers.

The situation of brand suppliers is getting worse and worse.

In the fate of the cycle of individual product life cycle, enterprises that sell well on the basis of single products have lost their former glory without exception, and have fallen into a predicament.

"Self built channels, opening stores" seems to be the collective response of the underwear industry to the current operational difficulties.

A friend who has made underwear brand generation has told the author: "underwear industry is really not the first thing to do. The only thing I still want to do is to open a store."

That is to say, opening a shop is inevitable, but how can it be opened?

- "single brand, multi category" store

We all think of opening a store, but we haven't succeeded yet. Where is the crux of the problem?

The author thinks that the core of the problem lies in the limitations of "single brand, single product monopoly".

Bra brand, business is dismal in autumn and winter. Underwear brand in autumn and winter is more difficult and difficult to sustain in spring and summer. It only has 3~5 months of peak season in a year. There are still six months to face the heavy pressure of operating costs such as rent and labor, which makes the survival rate of single brand single product shops extremely low.

These "combinatorial stores", the disorderly "beating goods" plan, the confused brand combination and the rough management, are essentially a "knitwear supermarket" or a knitwear grocery store.

Due to the lack of uniform management and its operation mode, it is highly dependent on the local factors such as store location, operator's local connections and business experience, so its advantages can only be confined to a certain regional market, and can not form brand appeal and market influence in the whole country.

The only way out is "single brand, multi category" monopoly.

Combining brassiere, home clothes, shorts, socks, knitted fabrics, four kinds of products of autumn and winter underwear, under the banner of a brand, expanding the edge of "underwear" products, adopting a certain product positioning and market segmentation strategy, and building a terminal brand (trade name brand) by relying on the unified management of brand stores and the promotion of brand ceremonies.

This is the best choice for Chinese underwear operators.

However, how can a brand or an enterprise manage and sell such a large number of products?

This is also a difficult problem.

Using information management to solve the problem of "multi category" of single brand

The "ZARA mode" is characterized by "small quantity, quick response".

In fact, people who sell clothes know this truth and are trying to do so. But why is there a "ZARA" only now?

Every year, more than ten thousand garments, from design to production, from Spain to the rest of the world, ZARA has not been overwhelmed by inventory and the market has responded so fast. How did they do it?

The answer is information management.

This is the result of the rapid development of information technology in the world.

However, this "experience" can never be "universal."

Depending on the experience of an individual or a team, you can only open a mixed store in a certain regional market, make a local "Mountain King", or make a product of a single category.

If you want to open a specialty store, you can't do a single product. How can you do it?