What'S The Winning Chance Of Men'S Wear Channel Reform?

Recently, the reporter learned that in Jinjiang stone lion Some products are relatively single, taking wholesale channels men's wear All the franchised stores are ready. Their approach is to make the original company's better products into fist products, and place orders for other enterprises with advantages in producing the single product. According to this mode, some enterprises have gradually opened a series of exclusive stores.

Is the whole series more advantageous than wholesale stores management What are the major differences in the process of transformation?

Liu Yan, general manager of Siyan Enterprise Management Consulting Co., Ltd

Chen Bairong, general manager of Jinjiang Ailai Garment Co., Ltd

LV Menglong, director of garment development department, Dunlop brand operation center, Dingxing group

　 Win by brand market

Reporter: what do you think of wholesale clothing enterprises to do a full range of exclusive stores?

LV Menglong: China has a population of 1.4 billion, and the domestic market potential is great. There are different levels of consumer demand, and the wholesale level is low. But now the living standard has been improved, and there will be higher requirements for clothing. Therefore, I agree with the practice that enterprises play brands and take a full series of exclusive stores.

In the later stage, if the terminal is not well invested, the premise is that the terminal will not be able to keep up with the production. The establishment of a brand needs a lot of resources, such as packaging, product design, logistics, etc. the success of a brand is supported by many merits.

Chen Bairong: the more the wholesale, the less promising it will be. This year's overall purchasing volume of external orders and wholesale is not good. The overall performance of wholesale in the first half of the year is relatively weak. The quantity of wholesale manufacturers is decreasing, but it is the channel suppliers. Their quantity has increased, and the brand purchasing volume is good. Brand channel business and network have separated part of the market. Wholesale is in a relatively inferior position. Now there is a relationship between supply and demand. If it is not easy to find, then the situation will be very difficult. Therefore, it is the trend of the times to do brand monopoly.

Liu Yan: the purpose of wholesale is to expand the market scale. When the scale develops to a certain extent, the enterprise has a benign development, so we can consider brand building. After all, wholesale has no added value. LiLang used to go wholesale, followed by wholesale and monopoly, and then copy monopoly stores nationwide. {page_ break}

　　 We should have our own characteristics

What's the difference between the wholesale operation and the exclusive store?

LV Menglong: wholesale to do exclusive stores of enterprises, at this time the brand has not yet started, I suggest to take a large supermarket. Because although customers have no idea about this brand, they are in large supermarkets after all. Even if they are not clear about the brand, there is still room. If the quality, price, style and other comprehensive cost-effective aspects of products are good, consumers will still choose. But if it's a floor shop, then it's definitely competition, but those brands that have already done very well.

The key point is to take the road of differentiation. Only differentiation can have selling points. This differentiation can be style or function. Especially from the fabric to do articles, the same is a pair of pants, we can use soybean fiber, nanotechnology, etc., to highlight the personality, must have a unique place.

Liu Yan: the positioning of products should be done well, and the acceptance ability of consumers should be considered. I suggest that the product positioning is a little lower than the high-end, and higher than the wholesale. Expanding the market is the first step. Products should have their own unique design, especially the ability to innovate, otherwise there is no future to follow others. Starting from the construction of brand, especially the construction of culture, we can use the mode of wholesale and monopoly.

Chen Bairong: wholesale to do monopoly is actually relatively difficult, wholesale is actually very simple, the operation is also simple. But the store needs a lot of money, as well as a professional brand operation team. Secondly, the combination of commodities is also very particular, and professional talents are needed.

Although there are many disadvantages in wholesale, it does not mean that wholesale can not be done. If the conditions are not met, it is not necessarily a good thing to turn to a monopoly shop. My opinion is based on the enterprise's own situation. The key to success is to learn from others.