The Crisis Is Getting Heavier And Heavier.

Here world Clothing and shoes Xiaobian network to introduce to you is clothing enterprises open shop mode change.

The crisis of garment enterprises is getting heavier and heavier from all over the world. In Taobao (including Tmall) brand sales statistics in July, Beijing daily news reporter found that clothing brand online sales have become more and more important from the foil channel, and the men's clothing brands such as the seven wolves are close to billion yuan in a single month. Online channels are "fast and good", which makes the layout of the line with high cost somewhat tasteless.

Data statistics, seven wolves continue to win the Taobao (including Tmall) men's wear online sales champion, July turnover of 91 million 480 thousand yuan. Although there has been a 40% decline compared with the sales of nearly 140 million yuan in June, the online sales section has become an important highlight.

However, in the semi annual report released by the seven wolves, it showed that in the first half of the year, the company achieved a net sales income of about 130 million yuan, an increase of over 20% over the same period last year. If this is calculated, the average monthly sales of the seven wolves themselves will be 21 million 666 thousand and 700 yuan. According to statistics, monthly sales of over 100 million yuan, the official sale of non wolves is not a small threat.

In the tide of Internet, Clothing enterprise They have devoted themselves to expanding sales channels. The strong growth of the electricity supplier business also allows enterprises to spend more energy on nurturing. YISHION and Semir have launched online brand A21 and Costa Rica. Semir also spent a lot of money to hire Korean pop artist Kim Su Hyon to become a brand spokesperson for Colombia. Compared with the importance of online strategy, the offline business has always been clouded. From sports brand, leisure brand to men's clothing, the clothing market is undergoing shuffling.

In contrast to the pattern of fast opening stores in the past, clothing companies are now closing stores at the rate of 100 stores a year.

Cheng Weixiong, chief consultant of Shanghai Liang Qi Brand Management Co., Ltd., a senior apparel expert, believes that online sales are not a major threat. Most clothing brands, especially men's businesses, need to cut through their own business models. Cheng Weixiong said that in the past, the competition means of clothing enterprises were very simple, mainly because of the brand marketing competition of celebrity competition.

For sports brands, the bonus period has already passed in 2008, casual wear has been attacked by fast fashion and foreign brands, and men's clothing is still in the same situation. Cheng Weixiong believes that only a marketing sword is difficult to maintain its position in the market. What clothing companies need most is to make clear whether they are brand dealers or retailers. After clear positioning, they should adjust their store strategy. "If you are a high-end brand, you can't shop on a scale basis. If it's a parity brand, you need to consider the store strategy.

In the eyes of one industry, the total distributor and agent will not always be loyal to a brand. When there is no profit drive, they will abandon the brand. Clothing enterprises also need to supply chain optimization after a clear positioning, and form a supplier management system to protect the interests of all parties. For offline store operation, there must be a unified system, which ensures both sales and maintenance. brand Image.