Is The Brand Collection Shop The Life-Saving Grass On The Bottleneck Of Children'S Clothing Industry?

< p > in the third "China ten children's wear brand entrepreneur Salon", many children's clothing enterprises said that the bottleneck of children's clothing channel is restricting the rapid development of children's clothing brand. The channel bottleneck mentioned here is that the department stores have small area, high price, big discount, big profit, low efficiency and so on.

At this point, such as TROOKIE, JONY and other foreign large children's brand collection shop has quietly pulled a prelude in China.

Is it true that the brand collection shop is the lifeline for the bottleneck of children's clothing industry? < /p >

< p > < strong > guests: < /strong > < /p >

< p > < strong > Zhang Congming Mingwei < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > Clothing Co., Ltd. chairman < /strong > /p >

< p > < strong > Cao Shengkui Beijing Carmen a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > chairman of the Company Limited < /strong > /p >

< p > < strong > Huang Weiyu, deputy general manager of France little Playboy (Hongkong) International Co., Ltd. < /strong > /p >

< p > < strong > Wang Zhaoyang Jamie, brand director of bear and child products, < /strong > /p >

< p > < strong > children wear brand meets channel bottleneck < /strong > < /p >

< p > > strong > 1. department store channel: limited area, frequent promotions and less profit < /strong > < /p >

P is a brand that can not be ignored in the children's products brand of shopping mall department stores. Camkids is a brand that can not be ignored.

Camkids70% channels in shopping malls, especially in northern department stores, according to Zhang Congming, chairman of Jinjiang Mingwei shoes and Garments Co., Ltd., the high-end supporting facilities of department stores and shopping malls are consistent with the brand positioning and image of Camkids.

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< p > "children's wear brands enter the middle and high-end shopping malls to help improve brand grades and image. At the same time, with the help of high-end high-end shopping malls, it helps to enhance the recognition of consumers and the development of late street shops."

Jamibare, director of brand for children's products, said Wang Zhaoyang.

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Huang Weiyu, deputy general manager of the French little Playboy (Hongkong) International Group Co., Ltd., said: "children's clothes enter the department stores because they are" cool under the big trees ", the department stores have large traffic volume, and there are many combinations of customers and age groups.

However, the department stores have higher admission fees and stronger competition, which is not the ideal choice for all children's clothing brands.

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< p > under normal circumstances, the location of the children's clothing brand is at the top level, and the area is also unsatisfactory. It can even be described by "three words".

Of course, the discount rate of shopping malls is relatively large. In the past year, the endless discount sales activities of the mall have made the brand enterprises lose money and earn more money, and even the more they sell, the more they will pay.

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< p > > strong > 2. franchised store channels: store rents rise, self run ability is weak, loss is large, < /strong > < /p >

< p > it is understood that Camkids, a famous tourist attraction in China, has opened a brand exclusive store. It not only expanded the channel outlets of Camkids, enhanced brand awareness, but also provided customers with convenient shopping environment and professional outdoor products in the scenic area.

"We have opened a special store in Lijiang, which has a very large area and a large number of products. The most important thing is that we are around when tourists need it."

Zhang Congming said.

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Cao Shengkui, chairman of Beijing P Carmen apparel Co. Ltd., said that in 2012, the company opened 98 stores in order to stop the decline in its performance.

Although the new store has been effective in the second half of the year, the company's performance has gone up.

However, the problems also followed, and the comprehensive operation cost increased rapidly.

The way to increase performance by opening stores is possible at a certain stage, but continuing to open up will impose heavy fetters on itself.

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< p > "opening a special store has higher flexibility. It can adjust sales strategy and activity strategy according to market changes and its own situation, maintain VIP customers continuously, and have high quality customers with high loyalty."

Wang Zhaoyang told reporters, but the increasing rent of floor shops has become the biggest pressure to open the floor shops. The wrong choice of roads, poor self operation ability and unreasonable activities may bring losses. The unrestrained promotion of shopping malls also has a huge impact on street shops.

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< p > Huang Weiyu also has his own opinion on the opening of the store. He said that children's clothing stores will have a certain initiative to set up exclusive stores, to a certain extent, they can control the unit price, but the continuous increase of store rentals and pfer fees is not a small number.

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< p > < strong > brand collection store is rising. Children's wear brands have gone to department store trend < /strong > < /p >

< p > < strong > 1. international brand integration store March to China < /strong > /p >

< p > September 15, 2012, gathered NIKE (Nike), NIKEAction, Jordan (Jordan), Converse (CONVERSE), Levis (Levi's), the world's five largest leisure sports brand of youth, the first Asian image shop settled in Beijing blue harbor.

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At present, ROOKIE has opened more than 10 direct outlets in Greater China, and will expand the market in the future in Hongkong, Shanghai, Tianjin, Chongqing, Hangzhou, Nanjing and other cities with flagship stores, shopping center stores and department stores.

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< p > it is reported that the ROOKIE brand was founded in 2008 by the American HADDAD company and its headquarters is located in New York.

In just a few years, the brand has developed rapidly, and its sales outlets are located in the United States, Australia, China, Mexico, South Africa and other countries, as well as the Middle East and South America.

It is expected that by 2015, it will have 500 stores in the world.

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Like P and ROOKIE, --JONY, a children's brand collection store from Europe, is located in Putian Wanda Plaza. It also seems to highlight the enthusiasm of the brand collection store to love Chinese children's market.

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< p > JONY adopts multi-channel development and multi brand parallel operation mode. It is the first international children's brand store in China after MPA and Ochirly.

The innovation of this business mode will bring new shopping experience to consumers.

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< p > this time, the JONY International Children's brand collection store has caught the breath of China's children's rapid development with its keen eyes. It has adopted the new mode of multi brand collection operation and entered Wanda Plaza, which is the first step to enter the Chinese market for children's brand collections. It seems to show the trend of children's clothing development to department stores.

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< p > > strong > 2., the advantages of the brand collection store are obvious, and the development momentum is strong. < /strong > < /p >

< p > it is reported that in the northern market, Camkids's store has been close to a high-end store with NIKEkids and other international children's brand stores, and has achieved good results.

To this, Zhang Congming told reporters: "I do not exclude new things, it is upward performance.

However, when choosing a brand, the brand collection shop should take into account the positioning of each brand, preferably the brand with similar combination level, so that the location of the store will be more clear.

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< p > "children's clothing store" has more customer participation rate. By differentiating different brands, it can broaden the choice of consumers.

Use the well-known brand's regional appeal to achieve the sales of all brand products.

Huang Weiyu said that under the premise of ensuring operating profits, it can also achieve a small number of brand high profit sales and maintain the safety of operation, and this mode of operation can also form a market pressure on regional competitors.

It can even be predicted that the formation and development of children's clothing stores will become a new business model for large scale multi brand enterprises in the process of market expansion.

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< p > brand store, consumers can freely choose different styles of brands and products, and even play Mashup, Wang Zhaoyang said, the brand collection store can provide more services for consumers, and the integration of service resources can save the cost of a single brand service.

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< p > moreover, this new channel also caters to the needs of brand dealers. With the advantage of brand clusters, the brand can better publicize the brand and enhance its market share.

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< p > conclusion: brand collection shop is probably the one meter sunshine that needs to be bathed in Chinese children's clothing channels, and brings many hopes and longings.

Here are two warm hints: operators of multi brand stores need long-term management, focusing more on the relationship with suppliers and the creation of multi brand stores.

When choosing brand collection shops, brands should give priority to their survival rate, and combine them with their brand positioning and development.

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