How Can American And Baleno Store Their Local Casual Clothes?

< p > > a href= "http://sjfzxm.com/news/index_p.asp" > < < /a > >, the reporter came to Xidan cultural square and found that the Metersbonwe shop had been replaced by a "hundred dance king".

According to a nearby shopping guide, the United States has closed the shop last month and asked why. The guide blurted out: "no money, no withdrawal."

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"P" in Xidan, the KAMA store is full of "5 fold", "39 yuan" brand, Semir, YISHION shop with "the whole summer clothes buy one gift" preferential attraction customers, Baleno is at the door to raise "129.9 yuan two" discount cards, low price, big sale has become a common trend of a few local leisure clothing stores.

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< p > in recent years, the international financial crisis has brought pressure on the rising cost of raw materials and the rising cost of labor to China's clothing [0.50% capital research and reporting industry.

At the same time, international fast fashion brands have entered the Chinese market and seized some of the domestic market with the characteristics of fast fashion and fast updating, which made the brand of traditional casual wear in China suffer.

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The leisure wear brands such as "P", "Mei Bang" and "Semir" were founded in the late 90s of last century. After 2000, they were listed on the market, and gradually penetrated into the two or three line market of China, and once became the leading brand of Chinese casual wear market.

But in recent years, its advantages have gradually been replaced by the new fast fashion brands. These 10 years ago, the domestic brands that are popular in the Chinese market are facing the challenges of high inventory and frequent crisis.

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< p > nowadays, the fast selling brand, which is popular among young people, has catered to the new psychological needs of the 80's and 90's after a shorter renewal cycle. The business mode of no shopping guide opened the "self selected supermarket" mode of operation, giving customers a more relaxed shopping environment.

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Compared with ZARA, H&M, UNIQLO and other internationally renowned fast fashion brands, China's casual wear brand is not fashionable enough and fast enough. The traditional business model can not adapt well to the P platform. The domestic brands are facing multiple pressures and have entered the necessary period of pformation.

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< p > it is understood that from the "a href=" http://sjfzxm.com/news/index_p.asp "design" /a "and" ready to wear "to the counter sale, the Chinese clothing industry usually takes 6 to 9 months, and the international brand can be compressed to 120 days.

In the fast fashion family, GAP is 90 days, H&M is 21 days, and ZARA's showcase is changed every 20 days.

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Compared with P, the brand of domestic casual wear is slower than that of new products, and the homogenization of products is also serious.

Ms. H&M, who was bought after 90 years, told reporters that she liked traditional brands when she was in high school. But after college, she found that her style was single and easy to crash, but the brand was fast and the price was not expensive.

Obviously, if the domestic brand does not take into account the audience's consumption psychology and dressing style, it will inevitably be left behind.

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< p > according to the analysis, the international fast selling brand takes into account the characteristics of young consumers' pursuit of fashion, impulsive consumption behavior and limited consumption, and meets their needs through fast fashion mode.

Most of the clothing brands in China are mainly franchising, and goods are ordered in advance for two quarters. The brand is then sold according to the order of franchisees. The whole process has greatly increased the product cycle and is difficult to form a fast product design, manufacture and circulation mode, thus losing the fresh consumer market.

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< p > in addition, with the opening of e-commerce mode, a number of young consumer markets have been pferred to the online market. The traditional casual wear has always been on the cheap line, and the inventory pressure in recent years has made the electricity supplier undertake the demand for brand inventory, and the electricity supplier as a channel to eliminate inventory.

The impact of online prices on franchisees' interests makes the conflict between online and offline channels more intense, and can not adapt to the business mode of e-commerce, leading to the loss of traditional brands online market.

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< p > in the face of high inventory and pressure from external environment, traditional casual wear brands have responded.

In mid July, according to the "investor relations activity record sheet" disclosed by Semir apparel [-0.66% fund research report, the domestic leisure wear business is now in the overall adjustment stage, and the development mode has changed from simple extension to endogenous growth.

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< p > YISHION and Semir brands are slowing down the pressure through celebrity endorsement and expanding the market. They signed the most popular Korean movie stars Gianna Jun and Kim Su Hyon for the brand endorsement respectively.

At the same time, Semir clothing expands children's business. YISHION launched a dedicated online menswear brand last year, followed by ZARA to take a small number of routes.

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< p > from the first quarter of 2014, the US business revenue decreased by 17.4% compared with the same period last year, and net profit decreased by 15.3%.

Semir, which is a traditional brand, is relatively better. Its operating income has increased by 3.97% compared with the same period last year, and its net profit has increased by 21.12%.

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< p > "star effect" can be regarded as a way of brand marketing, but catering to the consumer psychology of "high quality and low price" is the long-term solution for enterprise pformation.

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< p > product quality is a direct factor in determining consumer behavior. Traditional brands should pay attention to product upgrading when they go out of stock and turn off profitable shops, forming a complete supply chain support and responding to the market quickly.

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< p > from Taobao's trading situation, Metersbonwe and Semir have hundreds of pieces of clothing turnover, while the sales volume of fast selling brand UNIQLO accounts for thousands of pieces.

It can be seen that the market opened by the fast selling brand represented by UNIQLO is much larger than that of traditional brands.

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< p > online layout is the necessary marketing method in the Internet era. It is also the trend of the times. The vacancy in the online market means the loss of a large part of consumer behavior, so the electricity supplier market is a local casual wear brand which can not be ignored.

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P and YISHION have tried to combine traditional channels with e-commerce.

In 2010, the United States and the United States launched the purchase of the network and build online brands, after the profit is difficult to protect, stop the operation of e-commerce business.

At the end of the year, YISHION began to test the water e-business. In January 2013, the original YISHION brand quit the electricity supplier channel, and the online store and Tmall flagship store and Jingdong store stopped operation.

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< p > according to the analysis, resource allocation and inadequate logistics support facilities, and online and offline channel conflicts are the reasons for traditional brands' frequent "electric shock" failures.

Due to the expansion of traditional brands rather than direct expansion, there is a direct conflict between online and offline prices.

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< p > for this reason, YISHION develops exclusive brand on the Internet, divides the products on line and offline, and adopts different marketing positions for different categories.

According to Chen Yuwen, director of "A21" brand, this year's "A21" summer wear is covered by a large number of styles of over 600 items, and attracts users through fast new fast fashion mode.

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