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Following the frenzied expansion of the cosmetics collection store in recent years, domestic apparel footwear brands facing operational pressure have also begun to replicate this model since last year. Taiping Bird, Metersbonwe and Saturday have pinned their hopes for growth. A few days ago, the non-public offering plan was disclosed on Saturday. Among them, the “fashion IP collection store new construction and supply chain construction project†became one of the purposes of raising funds, revealing that the brand will increase the intention of the brand collection store layout.
Some insiders believe that multi-category or multi-brand collection stores meet the diversified needs of consumers, which helps to increase the retention time of consumers and increase the probability of sales. Some experts believe that the differences between brands and management Modes and other difficult to control, simple collection can not meet expectations.
Beppu brand collection store
What is a collection store? A collection store is a collection of products of multiple categories or brands in a single store for unified management. The former is still operated by the brand side, while the latter is managed by the store side. Brand collection stores are quite mature in the European and American markets. The most obvious multi-category collection stores are fast fashion brands such as GAP, HM, ZARA and so on. The representative of several brand collection stores is Lane Crawford, which brings together women's, men's, footwear and accessories, underwear, jewelry, cosmetics and home fashion items from around the world. In the past year, domestic companies have also begun to bet on collections of multiple brands, attracting attention within the industry.
At the end of December 2016, Metersbonwe opened a “four major style store collection store†in Kunming, which is a store with four new style stores. In January 2017, Jiangnan Cloth's first collection store, “Jiangnan Cloth +â€, opened its high-end women's LESS, men's wear sketch, women's JNBY, public opinion collection and the new JNBYHOME5 brand launched at the end of last year. On April 29, 2017, the 1200-square-meter Taiping Bird brand collection store opened in Wuhan, and assembled the three brands of PEACEBIRDWOMEN, PEACEBIRDMEN and MiniPeace under the Taiping Bird costumes, paying more attention to the younger and personalized display space and user experience. To attract the attention and needs of the current consumer.
Intended to drive performance growth
In fact, the transformation of most brands is based on the rapid decline in the performance of traditional business models. It is understood that from 2014 to 2016, there are nearly 10,000 shoe and clothing brand stores closed in China, including Bosden, Daphne, Anta, and Qiwowo. Well-known brands in the overseas market have also seen the same situation. According to the National Bureau of Statistics released the retail sales data of social consumer goods in September 2016, the Chinese apparel market increased by only 6.7% in September, which is the worst performing category.
In contrast, international and domestic channel brand collection stores are accelerating expansion and have achieved continued contrarian sales growth. Among them, ZARA sales revenue increased by 15.4% year-on-year, and profit increased by 15%; the FOLDER multi-brand shoe collection store under the Korean clothing group had sales of more than 900,000 on the opening day.
The domestic shoe and apparel brands that started to turn to multi-brand stores also saw some results. According to the 2016 Annual Report of Taiping Bird, as of December 31, the sales of Taiping Bird increased by 7.06% year-on-year to 6.32 billion yuan, and the net profit decreased by 20.2% from the previous fiscal year to 428 million yuan, both lower than previously expected. However, the reporter learned from the Taiping Bird's fourth quarter 2016 annual report that its fourth-quarter single-quarter revenue increased by 12% year-on-year, and the net profit decline also narrowed. During this period, it was the time when the Peace Birds seized the layout store. According to the 2017 Taiping Bird financial budget, the company's revenue and net profit were 7.2 billion and 450 million, respectively, up 14% and 7% year-on-year. According to the latest 2017 first quarter earnings report, Taiping Bird opened 38 new direct-operated stores, 67 franchise stores and 5 affiliated stores. At present, the number of offline stores of Taiping Bird is 4145, an increase of 9.05% over the same period of the previous year.
In addition, the listed company's shoe brand Saturday 2017 first half performance forecast, the company's 2017-June 2017 net profit is expected to be 2015.65 million ~ 26,230,500 yuan, the same period last year was 2015.65 million yuan, a year-on-year change of 0% to 30%. According to the announcement, one of the reasons for the company's prediction is that the company has adjusted the channel structure in recent years. The newly opened brand collection store “SATURDAYMODE†is in good condition, and the company's main business income is expected to achieve a small increase.
In late May 2017, the annual general meeting of shareholders will be held on Saturday. At the meeting, He Jianfeng, the secretary of the board of directors, said that in 2017, in 2017, he will continue to increase the investment in the opening of brand collection stores, which is expected to reach 150 by the end of the year. As of the end of 2016, 96 shopping malls in key cities across the country have opened brand collection stores on Saturday, some of which were adjusted from inefficient department store stores.
expert:
The collection store must have core competitiveness
The popularity of branded stores continues to grow, and it presents challenges for traditional shoe and apparel companies as well as challenges. Some experts believe that the emergence of collection stores is a trend in the market, not only to meet the diversified needs of consumers, but also to increase the retention time of consumers and increase the probability of sales; others believe that the brand collection stores of domestic enterprises are mostly In the growth period, the differences in positioning between brands and management modes are difficult to control. Simple collections cannot meet expectations, and there are many places to pay attention to.
Square
Conducive to retaining customers
Promote sales increase
Lin Huizhen, the relevant person in charge of Guangzhou Zizi Meizi Garment Co., Ltd., believes that the brand collection store has a variety of brands to provide customers with a variety of styles and a variety of occasions to meet the different needs of different customers. Compared with a single-brand store, the products in the brand collection store are relatively diversified, and customers can have more choices. Fashion hot mom Ms. Zhang also believes that in the brand collection store, many brands and categories can be visited at one time, saving a lot of time.
The relevant person in charge of the Guangdong Garment and Apparel Industry Association also said that the diversification and richness of the products will allow customers to stay in the store for a longer period of time. This will help increase trading opportunities and thus boost sales.
An observer of the clothing industry in the name of Li said that under the impact of the Internet, brand collection stores can form a “differentiated†operation with online services by providing customized services to customers.
Opposition
Different brand positioning
Management mode is difficult to control
After adjusting for the tide of the store, destocking, etc., the shoe and apparel enterprises will make adjustment strategies, and the layout store will definitely turn a profit? A well-known clothing brand executive who did not want to be named said that this was not the case when interviewed by reporters. "Many brand companies have decided to open a branded store when revenue and net profit are not ideal, but different brands. The difference between positioning and management mode is difficult to develop the collection store."
The executives said that the collection store should have individuality, find core competitiveness, and do a good job of brand combination, product mix and channel combination, so as to achieve the true "profitable", instead of losing the wife and the soldiers.
Some insiders believe that multi-category or multi-brand collection stores meet the diversified needs of consumers, which helps to increase the retention time of consumers and increase the probability of sales. Some experts believe that the differences between brands and management Modes and other difficult to control, simple collection can not meet expectations.
Beppu brand collection store
What is a collection store? A collection store is a collection of products of multiple categories or brands in a single store for unified management. The former is still operated by the brand side, while the latter is managed by the store side. Brand collection stores are quite mature in the European and American markets. The most obvious multi-category collection stores are fast fashion brands such as GAP, HM, ZARA and so on. The representative of several brand collection stores is Lane Crawford, which brings together women's, men's, footwear and accessories, underwear, jewelry, cosmetics and home fashion items from around the world. In the past year, domestic companies have also begun to bet on collections of multiple brands, attracting attention within the industry.
At the end of December 2016, Metersbonwe opened a “four major style store collection store†in Kunming, which is a store with four new style stores. In January 2017, Jiangnan Cloth's first collection store, “Jiangnan Cloth +â€, opened its high-end women's LESS, men's wear sketch, women's JNBY, public opinion collection and the new JNBYHOME5 brand launched at the end of last year. On April 29, 2017, the 1200-square-meter Taiping Bird brand collection store opened in Wuhan, and assembled the three brands of PEACEBIRDWOMEN, PEACEBIRDMEN and MiniPeace under the Taiping Bird costumes, paying more attention to the younger and personalized display space and user experience. To attract the attention and needs of the current consumer.
Intended to drive performance growth
In fact, the transformation of most brands is based on the rapid decline in the performance of traditional business models. It is understood that from 2014 to 2016, there are nearly 10,000 shoe and clothing brand stores closed in China, including Bosden, Daphne, Anta, and Qiwowo. Well-known brands in the overseas market have also seen the same situation. According to the National Bureau of Statistics released the retail sales data of social consumer goods in September 2016, the Chinese apparel market increased by only 6.7% in September, which is the worst performing category.
In contrast, international and domestic channel brand collection stores are accelerating expansion and have achieved continued contrarian sales growth. Among them, ZARA sales revenue increased by 15.4% year-on-year, and profit increased by 15%; the FOLDER multi-brand shoe collection store under the Korean clothing group had sales of more than 900,000 on the opening day.
The domestic shoe and apparel brands that started to turn to multi-brand stores also saw some results. According to the 2016 Annual Report of Taiping Bird, as of December 31, the sales of Taiping Bird increased by 7.06% year-on-year to 6.32 billion yuan, and the net profit decreased by 20.2% from the previous fiscal year to 428 million yuan, both lower than previously expected. However, the reporter learned from the Taiping Bird's fourth quarter 2016 annual report that its fourth-quarter single-quarter revenue increased by 12% year-on-year, and the net profit decline also narrowed. During this period, it was the time when the Peace Birds seized the layout store. According to the 2017 Taiping Bird financial budget, the company's revenue and net profit were 7.2 billion and 450 million, respectively, up 14% and 7% year-on-year. According to the latest 2017 first quarter earnings report, Taiping Bird opened 38 new direct-operated stores, 67 franchise stores and 5 affiliated stores. At present, the number of offline stores of Taiping Bird is 4145, an increase of 9.05% over the same period of the previous year.
In addition, the listed company's shoe brand Saturday 2017 first half performance forecast, the company's 2017-June 2017 net profit is expected to be 2015.65 million ~ 26,230,500 yuan, the same period last year was 2015.65 million yuan, a year-on-year change of 0% to 30%. According to the announcement, one of the reasons for the company's prediction is that the company has adjusted the channel structure in recent years. The newly opened brand collection store “SATURDAYMODE†is in good condition, and the company's main business income is expected to achieve a small increase.
In late May 2017, the annual general meeting of shareholders will be held on Saturday. At the meeting, He Jianfeng, the secretary of the board of directors, said that in 2017, in 2017, he will continue to increase the investment in the opening of brand collection stores, which is expected to reach 150 by the end of the year. As of the end of 2016, 96 shopping malls in key cities across the country have opened brand collection stores on Saturday, some of which were adjusted from inefficient department store stores.
expert:
The collection store must have core competitiveness
The popularity of branded stores continues to grow, and it presents challenges for traditional shoe and apparel companies as well as challenges. Some experts believe that the emergence of collection stores is a trend in the market, not only to meet the diversified needs of consumers, but also to increase the retention time of consumers and increase the probability of sales; others believe that the brand collection stores of domestic enterprises are mostly In the growth period, the differences in positioning between brands and management modes are difficult to control. Simple collections cannot meet expectations, and there are many places to pay attention to.
Square
Conducive to retaining customers
Promote sales increase
Lin Huizhen, the relevant person in charge of Guangzhou Zizi Meizi Garment Co., Ltd., believes that the brand collection store has a variety of brands to provide customers with a variety of styles and a variety of occasions to meet the different needs of different customers. Compared with a single-brand store, the products in the brand collection store are relatively diversified, and customers can have more choices. Fashion hot mom Ms. Zhang also believes that in the brand collection store, many brands and categories can be visited at one time, saving a lot of time.
The relevant person in charge of the Guangdong Garment and Apparel Industry Association also said that the diversification and richness of the products will allow customers to stay in the store for a longer period of time. This will help increase trading opportunities and thus boost sales.
An observer of the clothing industry in the name of Li said that under the impact of the Internet, brand collection stores can form a “differentiated†operation with online services by providing customized services to customers.
Opposition
Different brand positioning
Management mode is difficult to control
After adjusting for the tide of the store, destocking, etc., the shoe and apparel enterprises will make adjustment strategies, and the layout store will definitely turn a profit? A well-known clothing brand executive who did not want to be named said that this was not the case when interviewed by reporters. "Many brand companies have decided to open a branded store when revenue and net profit are not ideal, but different brands. The difference between positioning and management mode is difficult to develop the collection store."
The executives said that the collection store should have individuality, find core competitiveness, and do a good job of brand combination, product mix and channel combination, so as to achieve the true "profitable", instead of losing the wife and the soldiers.
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