Every July , August dense published report of listed companies , to a certain extent reflects the widespread walks of life issues and trends .
Recently both a listed company in 2013 mid-year report released on intensive , but also shoes and apparel enterprises in 2014 will be held in the spring and summer peak of ordering . Reporters from discovery , reporting the results of each enterprise to continue in decline , display related industry is still at a low ebb . At the same time , popular for many years the "big wholesale " model has caused practitioners to reflect the brand's distribution model is being shifted from wholesale retail , management mode to flatten .shoes manufacturer
" We are conducting a second war ." Said the boss of a listed company . He calls the " second war " means highly dependent on wholesale business from the past to the retail and consumer-oriented retail business changes. Today, a lot of Quanzhou shoes enterprises have started the " second war " in seeking industry breakthrough , change to enhance the new direction.
Data: the general decline in performance shoes and apparel brand
Abstract : In the past Quanzhou shoes enterprises with "big wholesale" model, through the implementation of the rapid expansion of large-scale Distribution , performance has achieved rapid growth, but the resulting inventory problems , has yet to get rid of. From the mid-year report published data, whether it is men's sports brand or brands, are not yet out of the woods .
In the downturn in the domestic sports brand adjustment have recently announced the 2013 mid-year report : ANTA Sports , Li Ning , Olympic sports revenues were 3.37 billion yuan , 2.906 billion yuan and 1.173 billion yuan , down 14.4 percent , respectively , 24.6 % and 27.3 % . 361 ° semi-annual report disclosure , first half profit 205 million yuan , down 65.6 percent year on year . In the first half , 361 ° turnover decreased 30% to 1.998 billion yuan , gross profit decreased by 36.3% to 779 million yuan .
Men's plate is not yet out of the woods . Daily News revealed that joeone revenue 1.164 billion yuan , down 2.29% , attributable to shareholders of listed companies net profit of 290 million yuan , down 14.03% . Lee Lang 2013 first half revenue fell 13.2% to 1.09 billion yuan . Although as of press time reporter seven wolves Daily News has not been disclosed, but according to its results notice, subject to the impact of weak consumer terminals , first half sales revenue of 1.423 billion yuan , down 4.3% , attributable to shareholders of listed companies net profit 256 million yuan , an increase of 4.3%.
The industry believes that these data suggest that shoes and apparel industry in recent years not been able to get out of the situation remains in the doldrums .
"We can see that in the clean-up inventory , we are continuing to make efforts ." Lee Lang Hu Cheng Chu , vice president , said in the past Quanzhou shoes enterprises with "big wholesale" model, Distribution achieved through rapid expansion , has also been rapid growth, but this year there have been inventory problems . "In fact, shoes and apparel enterprises must have inventory , the key to inventory ratio is reasonable, properly speaking, each company has 12 % of the inventory is normal, of which 5 % are possible in the year to digest inventory , and 5% in the coming year can be digested , and only 2% will become 'dead stock ' . "
Industry analysts believe that now the " big wholesale " model has led to corporate reflection , brands started from the " just wholesale " to " Retail Management " shift from channel model to the management, are carrying out new exploration.
Solution: reduce the layers of agents to increase outlets
Summary : From the " brand wholesalers " to " brand retailers " transformation , which has become some forward-thinking companies new strategy . In this process, the master of their own retail outlets to increase the terminal , can reduce the layers of proxy links, reducing the market first-hand information collection feedback cycles , reduce inventory resulting opportunities.
"In the past , brands are the goods direct pressure to the agents , from the province to the city and then to the county , which resulted in no information on the patency ." Tianlun days in the spring and summer fairs in 2014 , the company vice president Fan Peng said that the current development situation , forcing brands have shifted from wholesalers retailers to reach more consumers. " Management model to flatten , reducing the layers of proxy links, while at the same time increasing the outlets , the timely introduction of some quality franchisees ." He said.
Joeone Disclosure in the network marketing company in the construction of the process, not only on the size and number of construction, and according to the company's continued development of the sales terminal morphology and mode of operation to be optimized. As of June 30, 2013 , the company's direct operation and the number of terminals to 3205 , of which Direct terminal 736 , joining the terminal 2469 .
Seven wolves in a few years ago put forward a strategy to force outlets , the company's outlets in the next few years the number of straight up . It is reported that seven wolves in the channel, especially through improved store efficiency , and promote endogenous growth , the establishment of a " retail " oriented management system, broken down by product category channels to enhance the terminal stores image and increase efforts to support the franchisee etc. implement its " wholesale transfer retail " strategy . Data show that the number of its outlets from 2010 to the end of 2012 , almost doubled.
Various types of data also showed an increase in outlets at the same time , business-to- store efficiency increasing emphasis off underperforming stores is still one of the trends this year . Mid-year report data show that as of June 30 , the number of retail outlets Peak 6194 , with 7059 outlets last year , a decrease of 12.3% ; Anta Sportswear Series and Sports Lifestyle series stores this year, cut 241 , the current total of 7,834 .luxury shoes
" Reduce intermediate links, to speed up the decision making process ." Hu Cheng Chu said that in the transition period of adjustment, flat management , will enable enterprises to learn more about consumer demand and make more products for the market .
Starting in 2012 , " brand retailers ," the term is often mentioned Shizhong . He said: "In the past development model basically hit advertising the brand to do it , and then sell to wholesalers would be finished in the future to think about how to ' wholesale ' go to ' retail ', the entire supply chain process must be considered. "
Direction : to enter the department stores to enhance the brand image
Abstract: The brand self- terminal , both self-built stores , can also be set up counters in department stores . To establish their own brand image, enhance the brand influence , a number of shoes and apparel companies began to improve the proportion of the department store channel . Among these , there are also high street shops shop rent , people shopping and spending habits and other factors in the waves.
"In the future , the store system will gradually weaken , enter the department store channel will be the only way for the garment industry ." Fujian seven wolves Industrial Co., Ltd., Chow had an interview with reporters said so , he believes the future of competition in the supply chain competition , supply chain and business model system must be the perfect combination , the garment industry but also to follow the development of people's lifestyles .
Royal brand menswear retail support Ivan Director Xu also believes that entering department stores, is a practice to enhance the brand . " In addition to the brand into the mall to play the role of promotion , but also to establish the brand's influence , has an irreplaceable role ." She said, Royal brand men's terminals, department store and specialty stores proportion of each half .
Joeone mid-year report data show that as of June 30, 2013 , the company reached 1749 Terminal mall , stores the number of terminals to 1456 , reducing the company's channel maintenance risks.
Hu Cheng Chu says that while entering department stores, high-end to establish a brand image, but also need to Fujian were men on their own strength improved . " Many of the domestic department stores , Min to send clothing is also difficult to enter the final analysis, the influence of the brand is also not as comprehensive international brands , it is worth thinking about. Now how companies should return to product quality, design and other fundamental issues come up . "
College of Business Administration, Huaqiao University , Professor Yang Shuqing believes that brands to open stores shifted from the establishment department store , this and the environment are closely related. " The shop rent high street shops , people shopping and spending habits , etc., will lead to business in the channel for change ." She said, because department stores have a unified property management , a fixed traffic, those for business who are able to reduce operating costs and management costs , is likely to become a major trend.
Measures: meticulous management services to upgrade stores
Abstract: Min to send clothing along the way, and now many companies have not requested recognition, reputation , but to long-term ownership of consumer recognition and loyalty . This in turn urged companies to do more sophisticated brand marketing services , providing consumers with a more satisfying experience feeling.
"Every one store opened , are divided into several phases: growth, maturity, decline ." Ivan Hsu said that under different circumstances , and each store differing stages , companies must implement a different strategy. "We are running a ' one shop a policy ' , and in the introduction of each store ' manager mode ' ."
She said the company now attaches great importance to the training of front-line Purchasing Guide , or even perform " one to one" counseling. "For example, in the training sessions , we asked the same clothes , a Purchasing Guide when in the face of different consumers , are able to speak six selling point for the more fat clients , how to say ; For thin clients , but also how to sell ...... "she said , and" the customer into the store what to say , "" the number and customer retention cm distance , "" the initiative came when introduced for customers "and so on , the company has a dedicated counseling training , and even lists some sales minefield , so they have to memorize Purchasing Guide , flexible response .
"Min to send clothing go now, many companies have not requested recognition, reputation , and now need more consumer recognition and loyalty ." Hu Cheng Chu said that this in turn will allow brands to do more sophisticated marketing services . He said the company 's previous stage some executives specifically to Thailand to learn the fine management services . " Thailand draws many Japanese service industry management experience , there is a lot we can learn ."
Hu Cheng Chu , for example, such as the consumer to the hotel front desk asked to provide certain commodities. "Good service is the operator will be able to pick up an say, ' Hello , Mr. so and so the room ', can offer any help ; while most of the hotel , the customer proposes to something , the waiter should ask the room number in order to provide services . " he said , in fact, now is the information management era , to be known in advance who the customer is very convenient , the key lies with the management do not mind . "We want to introduce services in the store for more details service , so that consumers experience better ."
"The future of the terminal stores , VIP management system will certainly be more sophisticated ." Royal Sun Xiangtao brand men Planning Manager , said the brand is now more companies are treated as VIP card discount card , the future will be service-oriented , rather than to price -based. "For example, there are special VIP room , for the VIP customers with more high enjoyment in the dress to provide customers with more diverse shopping guide service ." He said.
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