Expert view: underwear chain surging at the time

The change of channel mode is a new weapon for enterprises or operators to promote the development of the market. In response to the development of the market, the underwear chain is starting in a single spark of a prairie fire and has spread all over the country. Shenzhen urban beauty, the new feeling of Dongguan, Guangzhou, Jie Jie children, Chengdu, seven-color spinning, wave of good in Anhui, Zhejiang, half of the Bay, Hubei, and other underwear Ya chain chain springing after the rain, Full bloom. In the entire market, whether business or dealer, in the face of strong underwear chain development trend, have expressed strong concern. As a new marketing model, how to develop in the operation of the market, and how to help the overall improvement of the industry? To this end, this issue focuses on the "chain" as the core, comprehensively revolves around this topic, Analysis.

Underwear chain market development trend

Several channels from the point of view, underwear business model is divided into: Direct, franchise, chain, and several Direct business is the enterprise as the center, in some key regional markets to set up product stores, with its own brand Mainly in order to provide customers with more superior and attentive service with bra, home, underwear, thermal insulation and other product mix, brand, environment and service, foster customer loyalty and expand market share. Join, is a joint venture of the development model, the market for enterprises to provide brands, products and services, partners to join the sales system, which is a powerful combination of ways to allow franchisees network advantage to share the sale of corporate goods , And commodities in the production, distribution, sales and other links, with the greatest profit, to bring benefits for all aspects of the operator. ChainStoresOr Multiple-shops is a form of economic consortium that regulates economies of scale through the operation of retail businesses that decentralize similar goods or services under the leadership or control of core or group companies. Among them: the chain's core business called headquarters, head office or headquarters, the decentralized business as a branch, branch or member stores, etc .; mode of operation can be divided into voluntary chain, franchise chain (franchise chain) and direct chain.

Underwear chain at this stage, there are generally two kinds of situations, one is the main business as a whole, the establishment of a chain system, such as the emerging in recent years, a variety of "underwear living Museum" to a unified door and image of the product portfolio On the main brand to own products covering home service, warmth, bras, small skirts, seamless, etc., the use of the company's strength and resources in major cities to open up territories, such as Guangdong's Jie Jie children, Hubei The Adelphi. One is to use agents as the main body to make use of its own resources and to use a unified front door in a certain region and city. However, in the combination of products, it is not a combination of a single brand but a multi-brand and multi-category to serve the market.

In recent years, underwear chain in the market by the degree of concern is higher and higher, which is other channels, such as shopping malls, specialty stores / composite stores in the operation of the market, under increasing pressure. Shopping fame, a variety of costs so that manufacturers overwhelmed, and the brutal elimination system, so that some manufacturers have to swallow the teeth will swallow their own pay to avoid shopping malls swept the door. The author in recent months around the market, see the major shopping malls, are generally front-line brands in the hard support, but also in each mall, underwear counters area and the proportion is getting smaller and smaller, General shopping malls may be dozens of square meters, which can be seen, etiquette mall channels are slowly shrinking, but replaced by a combination of shop and chain stores in crazy swept open shop. Especially in recent years, the chain business has become the theme of business development, many companies are in or preparing to underwear chain operations, to seek their own development.

The breakdown of China's underwear industry chain agencies, in general, are regional, yet a strong chain of institutions, which has a great relationship with the characteristics of this industry (on this issue in the next chapter to do a detailed analysis). Underwear chain was a star of fire, but did not form a prairie fire potential. In the domestic channel mode, the following chain has done more distinctive, but for the future development, but also face many problems, the future of the chain is bright, but how to explore a way to success, but also need industry insiders Work together.

Underwear chain channel growth pain

In China's chain operations, the success of the chain giants "GOME" and "Suning" in the appliance industry has brought more hope to the apparel industry, especially the underwear industry. I remember a few years ago, a restructuring of export business, had proposed to create "underwear country the United States," but this is only a slogan, in the underwear industry in recent years, such as the electrical industry can not appear in the "Gome", "Suning" chain Giant. There are several aspects, one is underwear consumption at this stage has not yet formed a form of fast moving consumer goods; Second, underwear consumer level is different, did not form a strong brand loyalty; Third, underwear industry management is in the extensive To the intensive mode of change in the process of low profit margins, talent shortage, restricting the operator's ability to remote control chain; Fourth, such as long-range chain, high logistics costs, for the traditional apparel industry, there is not enough Profit to support increased costs due to remote control.

Analysis of chain development in China, the current can be truly regarded as a chain of agencies, only the electrical industry, "Gome" and "Suning", other industries in the chain also, but with the same as the underwear industry, belong to the region Sexual. The "GOME" and "Suning" mode of operation has entered the capital operation, it is essentially different from the traditional clothing in the management, product mix, profit generating point. First, the electrical industry, such as home appliances, small appliances, communications, etc., the brand is very concentrated, but also a high degree of each brand has completed the stage from the brand to sales, which is the industry reshuffle, after similar melee, the brand High visibility, profit tends to profit. All manufacturers only need to maintain the brand image, but the real need to do is to enhance sales. If all self-built channels, such as Gree, generally do not have such a business strength; and if you join the way, a point to shop network, do not wait for today, lagged network construction will affect the development of enterprises. And if the country with the United States, Suning channels to reach such cooperation, the enterprise's products overnight in the country all the network spread out, which is beneficial to the enterprise. And as a powerful channel like GOME and Suning, there is a "big shopkeeper" advantage in the product mix, while the big one that throws billions in purchasing orders is a piece of fat for the enterprise, therefore , In order to catch this national chain of lines, only knocked out the teeth to swallow, accept the channel supplier provides discount and delayed payment treaty. In this way, the source of the purchase, the chain giants get the initiative, with a profit guarantee point. With the guarantee point of profit, giants chain agencies have earned the capital in the market, the use of lower than other electrical stores as a weapon to enter the market, the puerile way to earn from the marketing level profit. In addition, as durable consumer goods - home appliances, consumers are relatively loyal to the brand, the choice will usually be fixed when several brands, it is difficult for other brands tempted. In the case of a small number of its own well-known brands, channel chains can monopolize the means to put together a good brand, which for consumers, is a convenient way to choose a store to a comprehensive comparison of various brands The price, and enjoy the purchase of lower prices in the chain, for consumers who do not mind be tempted. However, similar to the "Gome" and "Suning" such a giant chain, there are also management problems, such as after-sales service and logistics issues, a large number of chain stores, management, it is difficult to achieve a unified service, and let Consumers feel satisfied with the service, which is the appliance industry chain to solve the problem.

In the underwear chain, currently restricting this approach can not be copied to the country, the main reason is still in the management and logistics, this point and home appliance chain similar. Underwear as a trend of fast moving consumer goods, in the circulation, the most important is a convenient way to allow consumers to buy at close range, and to provide a clothing beyond the function itself, that is, wearing clothing, and women Understanding of the body and so on. This point, especially for small underwear bra, more important. Compared to the bulk of household electrical appliances, underwear sales per unit of relatively thin, the chain or take the amount of the main, to obtain profits, therefore, at this stage in this domestic business environment, only to form a regional chain, and want to make National chain, according to the current form, or impossible.

Chain is a unified management, unified door signs, to provide a unified service and goods, to serve consumers, this model is extremely easy to copy, the key lies in the chain management and information control, logistics implementation in place. However, any marketing model, there is the risk of business, business nobody can guarantee 100% profitability. Can operate or not, but also care about the environment, management, people and other aspects. In the chain marketing model, such as Japan's Mosburger chain, 95% of its high success rate has become a bright spot in the market, which has aroused widespread concern. However, even with this, it has a 5% failure rate. The company selected one out of 1,000 cooperative applicants a year and only ended up concluding contracts at 5%, or 50. Although these 50 people have a strong sense of entrepreneurial spirit and head office have the same business philosophy, the final result is only 95% success rate. This is also common to the stock market as saying: the stock market risk, the market must be cautious! When everyone is in a trend towards the chain, we also need to think, when entering this channel model, whether they have the ability to do it well!

Open the city Beauty website, which has an article called "City Beauty Wind Commercial Management Department of the terminal dealer advice which set out a few operating risks. All those shows that partners, if they have one or the other problems, will eventually lead to the failure of cooperation. This is only a chain of agencies for the cooperation partners appear, carried out a risk description. In turn, we look in the underwear industry, the chain itself there are many problems, such as management, portfolio, logistics, what is the profit support point, etc., need to go through the test of time and market to see its true meaning Therefore, before entering the chain business model or before entering the business, we must think about it, into the chain, what to develop their own? Because the chain looks beautiful, but this trip "water" is also very deep.