High Store Storage Troubled Men'S Clothing Industry Strong "Shop Tide" Is Still Surging.

According to China's mid term earnings report, net profit increased by 2.4% to 248 million yuan in the first half of this year, despite a decline in turnover.

At the autumn order meeting, the total amount of the total amount of the order "LILANZ" increased, the total amount of the order "L2" increased by 10% to 15%, the increase was higher than that in spring and summer; the turnover of CABBEEN clothing reached 429 million 400 thousand yuan in the first half of the year, up 28% from 335 million 400 thousand yuan a year; net profit increased by 47.1% from the same period last year, from 76 million 909 thousand yuan in the same period last year to 113 million 100 thousand yuan; Hai Lan's home business achieved 5 billion 683 million yuan in the first half of the year.

If a brand is known for publicity at the beginning of its initial stage, then climbing to a certain height will return to its original product and return to its original product.

This is a typical case.

From 2003 to 2004, the annual performance of Li Lang was only 100 million yuan, and the advertising cost was about 60000000. In contrast, its performance is nearly 30 times that of the past, while the advertising fee has been reduced by half.

In the past, Li Lang won by advertising. Today, it wins the market with good price performance.

It is reported that the company has a set of meticulous design and research and development mode, so that products can be broken through step by step from R & D design.

Beautiful battalion income is not enough by product alone, but also has good marketing mode.

The head of Hai Lan's home has left a heroic saying: "fight with UNIQLO".

It is understood that Hai Lan's home added 277 to 3164 stores in the first half of the year, and its brand revenue was 4 billion 825 million yuan, an increase of 42.30% over the same period last year, thanks to its unique parity mode, that is, "upstream credit sale system + downstream financial affiliate system".

By increasing the proportion of upstream buyout, we can ensure low price, make the products more cost-effective, and protect the company's profit sharing.

In terms of franchisees, Hai Lan's home is exempt from the deposit for the new franchisees and the old franchisees who extend the contract. The franchisee with a yield of less than 15% will maintain a high proportion of 35% and reduce its capital pressure, which makes the channel sales rate exceed 70%.

When it comes to product design, we usually think of fashion designers. Behind mature brands, it is not just a designer.

Nowadays, many brands incorporate design into the marketing system, allowing consumers to participate in the design, so that the brand can interact with the market.

It is reported that the product planning and brand planning of Fujian seven wolves were two different groups of people. In the future, the seven wolves will connect design management and supply chain management, and the design director is responsible for the communication between product design and supply chain management. This approach is also in line with the development of internationalization and individuation.

Over the past year

The news that many brands are closing up continuously and forming a strong "closing shop tide", these seemingly negative news, is not necessarily a bad thing for the brand itself.

In order to perfect their own channel construction, allocate capital investment rationally and further enhance brand image, the major brands often try to extract the essence, turn off the poor quality stores, leave the essence part and expand them in a targeted way, which is the optimization of their own structure.

The mode of direct operation has a long history. Ten years ago, big store direct + affiliation agent was the best way for the us to quickly occupy the market. Now the big shop upgrade and the brand usher in the "experience spring" is the collective wisdom of many brands.

In Zhuzhou, Hunan, a new service provided by Internet tools has been launched in the store of the United States and the whole circulation, cloud storage and cloud payment. The double line operation of "one shop out of stock and nationwide search for goods" has improved the inventory backlog while driving the turnover rate of goods.