新零售下，品牌服裝如何突破重圍
【YKK拉鏈行業(yè)新聞】渠道優(yōu)勢(shì)一度達(dá)到達(dá)芙妮，達(dá)芙妮在特許經(jīng)營(yíng)模式下迅速擴(kuò)張，一度達(dá)到近7000家門店。然而，在這三年里，達(dá)芙妮關(guān)閉了近3000家商店。那么，達(dá)芙妮是如何通過(guò)渠道創(chuàng)新的呢?
Part1
品牌面臨的共同問(wèn)題是什么?
從2003年到2011年,八年,中國(guó)服裝行業(yè)作為一個(gè)整體由閩派服飾品牌,通過(guò)廣告、高地加入模式實(shí)現(xiàn)快速通道擴(kuò)張,七匹狼,廣泛,朗,歐盟、安踏、361度(包括廣州科技)的數(shù)量已經(jīng)超過(guò)了2000 +商店,安踏是8000 +以上
和百麗女鞋品牌達(dá)芙妮在這個(gè)階段通過(guò)分支和分支模式也實(shí)現(xiàn)了渠道擴(kuò)張,ykk拉鏈價(jià)格可以說(shuō)它是八年批發(fā)渠道品牌的中國(guó)服裝行業(yè)作為股息,只要你敢做廣告,敢于觸及頻道形象,敢做訂單,不是幾個(gè)服裝品牌發(fā)展杭州女性秋季水域的伊拉克人,三色的發(fā)展模式。
在這個(gè)階段，除了belle，大多數(shù)服裝品牌的主要渠道模式是街頭小店。
這是多年來(lái),歐盟企業(yè)高級(jí)顧問(wèn)委員會(huì)成員,高級(jí)商務(wù)人士太陽(yáng)玉龍觀察中國(guó)服裝品牌發(fā)展道路,總結(jié):2011通道的高度飽和和同質(zhì)性,和百貨商店渠道開始收縮,渠道庫(kù)存周轉(zhuǎn)率在工業(yè),整體品牌經(jīng)銷商渠道規(guī)模不再是優(yōu)勢(shì)。
如果渠道規(guī)模碰到天花板是時(shí)間發(fā)展的肯定結(jié)果，那么品牌就會(huì)迷失在消費(fèi)者變得越來(lái)越挑剔的品味中。
報(bào)告指出，共產(chǎn)黨19人的社會(huì)主要矛盾來(lái)自人民日益增長(zhǎng)的物質(zhì)文化需求與社會(huì)生產(chǎn)力落后的矛盾，進(jìn)入美好生活是人民日益增長(zhǎng)的需要和不平衡發(fā)展不足的矛盾。當(dāng)前消費(fèi)整體升級(jí)，消費(fèi)者需求快速提升，這讓許多品牌措手不及，未能及時(shí)做出相應(yīng)的反饋，包括產(chǎn)品、設(shè)計(jì)、渠道、服務(wù)等。
創(chuàng)新的新世界百貨高級(jí)總經(jīng)理說(shuō)j .消費(fèi)者“反復(fù)無(wú)?！眲?chuàng)造了多樣化的國(guó)內(nèi)銷售渠道同時(shí),但作為一個(gè)品牌,選擇什么樣的渠道不是根據(jù)社會(huì)熱點(diǎn),但選擇根據(jù)該品牌的特點(diǎn)。
進(jìn)一步說(shuō)，品牌的迭代和渠道的變化總是只存在一個(gè)人做得更好，有人在下降，而不是品牌不想改變，但消費(fèi)者的消費(fèi)觀念和渠道選擇變化太多。中國(guó)消費(fèi)者似乎并不太天真，很容易被社交熱點(diǎn)分散注意力，許多在線紅色品牌的誕生就是最好的證明。但作為服務(wù)消費(fèi)者的品牌和渠道，必須適應(yīng)這樣的變化，不可避免地出現(xiàn)在某一特定的渠道。但是哪個(gè)頻道才是最適合你的，這是一個(gè)更有深度的問(wèn)題。
事實(shí)上，渠道多元化也給品牌帶來(lái)了反作用，許多品牌都有渠道選擇焦慮癥。消費(fèi)者可以隨意選擇自己的產(chǎn)品，這加劇了品牌的焦慮。
第二部分
對(duì)于品牌，品牌渠道購(gòu)物是絕對(duì)的選擇?如何整合線上線下渠道?
國(guó)家渠道的問(wèn)題非常復(fù)雜。這是因?yàn)橹袊?guó)的流通是基于分層的消費(fèi)需求和多層次的分配，這導(dǎo)致了現(xiàn)有的迭代和疊加的渠道創(chuàng)新。
上海商學(xué)院院長(zhǎng)、上海商學(xué)院院長(zhǎng)周勇表示，從過(guò)去的單一渠道到多渠道、全渠道、跨渠道、泛渠道、一種變化。最初的電子商務(wù)實(shí)際上是一個(gè)渠道站，后來(lái)發(fā)展成為一個(gè)特定的市場(chǎng)，有特定的目標(biāo)客戶?，F(xiàn)在，這兩條線(線上和線下)正在進(jìn)入一個(gè)整合期。在線渠道不按人群劃分，消費(fèi)渠道的選擇也基于內(nèi)容和商品。
2017年，senma建立了渠道轉(zhuǎn)型升級(jí)，全面拓展了購(gòu)物中心門店的戰(zhàn)略方向。上海ykk拉鏈今年3月，semir舉行了新的渠道會(huì)議，宣布2018年將鞏固街道店鋪渠道優(yōu)勢(shì)，大力發(fā)展購(gòu)物中心、渠道和在線渠道，每年增加不少于12萬(wàn)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 women's 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 women's 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 party's 19 has the social principal contradiction from the people's growing material and cultural demand with the contradiction between the backward social productive forces, into the good life is people's 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 don't 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 consumer's 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 China's 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 samma's 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 it's 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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