Brand Shoes And Clothing Enterprise's Big Store Mode, See If You Can HOLD In The End.

In February 2012, Nike flagship store, located in Nanjing West Road, Shanghai's bustling business circle, was shut down because of the rent increase. Not long ago, the brand of Me &City was closed in flagship store of over 2000 square meters in Huaihailu Road, Shanghai. For a while, Shoes and clothing The industry has discussed the big shop model that once was keen.

　　 Big shop trend

"Big shop is the best channel mode at present. Big shops cater to the psychological needs of consumers. People's consumption of shoes and clothing products is not more embodied in material needs, but in spirit, to meet these spiritual needs, we must have some space and style. One industry insider once said.

In 2005, the United States has opened the first 5000 square meter store in Hangzhou. At the end of 2007, it opened a 10000 square meter store in Nanjing West Road, Shanghai. In May 23, 2011, Anta Beijing first flagship store opened, covering an area of 1083 square meters, and focused on building Anta sports city. "The first flagship store has a very important significance for Anta product sales and brand connotation." Zheng Jie, President of Anta brand, said.

A large store can not only build up popularity, enhance the overall image of the brand, but also set up an image in the hearts of potential agents and distributors so as to promote market expansion and attract more franchisees. In addition, big stores have a deterrent force for local markets and competitors, and will play an invaluable role in promoting the sale of brands in the local market.

Many brands of children's wear and children's shoes have also sprung up. Mamie Marka has opened a flagship store of over 500 square meters in Anhui and Henan, and Huang Liangsheng, general manager of small leather general, has revealed that in the future, a flagship store with more than 400 square meters will be opened in Quanzhou Wanda Plaza.

But is the store really that good?

　　 Big shop cautious?

Whether or not to open a large store and how to open a large store depends on the actual situation of different brands in their development stages. After all, any kind of model is not universally applicable.

Li Kailuo, an economic research expert of China's famous fashion industry, thinks that the disadvantage of big shops is that the cost of product development is very high. International luxury brands can only talk about brand culture, while domestic brands must have a complete range of products and prepare a large number of styles. Product management, inventory management, turnover rate of goods, retail technology management and other aspects are complex and changeable. The most important thing is that large shops are open in prime locations, and the high cost of shops result in low floor efficiency.

Of course, the removal of rent and other aspects of the test, big shop in other aspects of the brand has higher requirements, such as management. Compared with ordinary shops, the management system of large stores is more complex. Its operation system, personnel's target management and incentive system, data analysis system of goods, and service promotion system are different from general stores.

Besides, the number, theme and series of products are different from those of ordinary stores. If a store reaches an area of several thousand square meters, how does the brand highlight its theme, how to display its seriation, and whether there are enough products, which not only puts forward certain requirements on the store, but also challenges the product development. In the final analysis, the store is testing the comprehensive operation capability of the brand.

Chen Guoqiang, deputy director of the Institute of industrial economics of the China Garment Association, also said that the operation of the big shop is not simple. Behind the big shop is the industrial chain, including product supply, logistics, finance and so on. If a brand's industrial chain structure is not built, the large shop will inevitably fail to support it.

The appearance of big stores is the result of market competition. Whether it is the United States and the United States, or Nike stores, it does not reflect the advantages and disadvantages of the big store model itself. The mode is not good or bad, the key lies in the brand according to its actual situation to make the strategic choice suitable for development.

As industry experts say, "opening a large store can display brand momentum, but it will increase operational risk accordingly. In the early stage, it has invested more rent and other costs. Later, if there are problems in operation, it will be too late to recover. Opening a large store is not the only development mode of a brand, and it may be more meaningful to make its own characteristics than to ask for a big shop. "

It is worth mentioning that, with the development of the times, if the big shops still remain at the level of attracting consumers through visual impact, they will inevitably enter a blind alley. How to improve the profitability of single store, optimize the service and carry out meticulous management is the way for the brand to ponder. After all, spending so much manpower, material resources and financial resources can not bring certain benefits, but how to say it is a matter of entanglement and regret.