Shopping Center Is The Place Where Clothing Brand "Dream Begins"

With the rapid development of the Internet characterized by "de centralization", especially the mobile Internet, the traditional business service sector, including retail sales, has been the first to be affected. The springing up online shopping mall, blowout growth online shopping, and the flexible and convenient way of consumption at any time and anywhere, relentlessly shake the "Indus tree" that once made the clothing brand unattainable.

A few days ago, the China department store's 2014 annual development report was held in Jinjiang, Fujian. The report shows that in 2014, the scale of China Mobile shopping market transactions was 929 billion 710 million yuan, an annual growth rate of 239.3%, far higher than the overall growth rate of China's online shopping; mobile shopping transactions accounted for 33% of the total online shopping market in China, and it is expected to exceed PC in 2016.

Some experts point out that the important reason for the long stagnation of China's retail industry is that more and more department stores ignore the operation of the stores, focusing on the charging of suppliers and the coverage of new outlets. In order to survive and develop in the Internet age, traditional retail businesses must undergo a radical transformation. The multi format, integrated online and offline business mode is considered to be the direction and trend of the development of department stores.

Retail and catering + personalized +O2O, from O2O to O+O, these seemingly conceptualized things are not easy to implement. This is not just a combination of beer and skittles, building a website, finding an electronic business platform, getting a APP and sweeping a two-dimensional code, but a great change in time and process.

As we all know, the department stores in China usually use affiliation, rely on the rent paid by suppliers or sales rebates to maintain their income, while foreign department stores are self operated models, mainly selling private brands or adopting self-employed buyers. Control cargo Ownership. Take Sears stores in the United States, its own brand goods account for 90%, while most domestic department stores are less than 1%. The same is true of Messi's department store in the United States. 46% of its products are "exclusive" and can not be bought elsewhere.

For department stores Retail enterprises The most important thing is to sell goods without people and people. Through the establishment of production and marketing alliance to achieve direct production, reduce intermediate links and reduce costs, by introducing the buying system and buying the right to sell products, the proportion of self operated commodities can be increased so as to solve the problem of homogenization of commodities, otherwise they will never get rid of vicious competition. This is the real purpose and fundamental way out for the transformation of department stores.

about Clothing enterprise In general, the transformation of department stores is not only a reference, but also an inspiration and opportunity. The transformation of commercial terminals tells another fact of clothing enterprises from another aspect: facing consumption directly and returning to the essence of products. In the Internet era, many retail channels such as electricity suppliers, department stores, specialty stores, supermarkets and convenience stores coexist. The original "high-end attributes" of department stores and shopping centers will be greatly weakened. Even luxury brands will put down their stores and shop.