Men's Brand Channels Change To Survive

Seven wolves are strengthening the integration of offline channels, including the continuous closure of inefficient stores. In the first half of 2014, the total number of stores closed 347, with a total number of 500~600 stores closed in 2014. The proportion of franchised stores is large.

Other men's brands are also closing the store by closing their stores. As of June 30, 2014, the total number of stores was 478, compared with 53 in December 31, 2013. Nine Mu Wang closed 73, the card slave road closes 53, Hinur closes 46. For the shop, Wang Liangxing, chairman of the man's clothing, does not deny that his brand has such a status quo.

"Li Lang has also closed many stores, but our strategy is very clear. Now it is the retail era. More professional retail managers are needed. Dealers who are not professional are rich enough to open a shop, but now they must be transformed or eliminated." Wang Liangxing said that the store is for transformation and upgrading, dealers also need transformation and upgrading.

On the other hand, these brands are also exploring the electricity supplier channel and O2O mode. Seven wolves said that the current line is still dominated by clearing stocks, and explore online and offline linkage. In October of this year, seven wolves announced that the "Wolf Totem" brand was the ultimate shirt in the Suning dual channel to open the pre-sale. Its official said that the product will create the ultimate single product through pre purchase, online customization mode, and subvert tradition. Garment industry Marketing mode.

Nine Mu Wang also launched the "E mall" platform in September this year. At the same time, the company has set up an online and offline integrated working group to promote O2O related businesses, and will focus on three aspects of inventory integration, order integration and "E mall" in the future. Under the line of happy birds, shops continue to slow down, and actively develop e-commerce business, is actively working with Tmall, Jingdong and other cooperation.

　　 clothing Expert Chen Shixin said that one of the characteristics of men's clothing sales channels is that the operators and owners of brand shops are mostly franchisees and agents all over the world. Many of the franchisees are "husband and wife shops", but the strength is weak, but the number is huge. In today's environment, it requires direct outlets owned by headquarters and large ones. Agent As well as some powerful franchisees to transform to professional retailers, they need a professional retail management team and a certain scale to have room for adjustment. From the brand headquarters, it may be necessary to integrate and optimize some franchisees with weak operations. Close down the loss stores, further streamline the quantity, and at the same time force e-commerce, with this new channel to meet the needs of a wider range of consumers at a lower price.