Service Enterprises Will Be The Two Or Three Line Cities As A Starting Point For Development And Expansion.

Once upon a time, Beijing, Shanghai and other prosperous places were the dream of many clothing brand entrepreneurs. Here, you can find any front line brand store in the world and find the world's most popular clothing brands and the most popular brands in the world. clothing Style. In order to find shelter in these first tier cities, how many people are working hard?

Facts have proved that such a sense of existence is almost equal to vanity for most domestic garment enterprises with low qualification. The market here is almost saturated, and the competition is so fierce that it is not wise to force entry.

In fact, most domestic garment enterprises are built on the consumption market of the two or three line cities. For example, in a long time ago, there might not have been many stores in the two or three tier cities, and the store of "seven wolves" was built. "When you used to be a wholesale dealer, I proposed to be a specialty store. Probably started in 1995, and the real national promotion is after 1998. " Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, has now made the first brand of men's clothing in China.

Thus, some domestic frontline brand image Seven wolves Like Metersbonwe, the center of gravity is more and more biased towards the two or three tier cities. As a breakthrough point of development and expansion, the second tier cities may be a good choice.

For example. From the mid-term report of -2009 in 2008, the number of stores in East China decreased from 2685 to 1289, and nearly half of them were reduced. In North China, 449 retail outlets were also contracted, and correspondingly, Huaxi District increased 524 retail outlets. Obviously, this important message is conveyed: increasing the terminal construction of the two or three tier cities and gradually closing down the retail network of the first tier cities.

　　 Bosideng Huang Gui, vice president of the company, said: "from the strategic layout point of view, the expansion of the second tier market is to further strengthen the sales network, which is a more direct way to boost performance. In addition, with the return of labor force in coastal cities, this part of workers can drive the sales of the entire rural market.

It can be seen that despite the decline in sales revenue, the decrease in distribution expenses caused by channel adjustment has made the Boston's gross margin almost unchanged. After the outbreak of the financial crisis, Bosideng further strengthened its direction towards the development of the two or three tier cities.

Brand vacuum zone

Obviously, in the clothing industry, the two or three line city has formed a brand vacuum zone. As a result, a large number of discerning domestic brands have quickly occupied the market. For example, seven wolves, Semir, Qipai and so on, the success of these enterprises is very commendable.

In today's clothing and apparel industry, a comprehensive large department store is no longer the mainstream form of business. Many domestic brands have opened quite characteristic stores in many cities. For those local enterprises whose strength is not very strong, the cost of opening stores in the first tier cities is still too high, but in the blank second tier cities, they can choose the hottest business district and the best location.

Franchised stores can not only expand sales and enhance brand names, but also benefit from the fact that enterprises can better carry out marketing activities and highlight their brand personality.

In brand marketing, local brands have fully studied the operation of foreign brands. For example, Semir, and so on, have become the same as light companies. Outsourcing production and logistics, and the company itself focuses on design and marketing.

In the past two or three years, the advertising concept has been quietly abandoned by enterprises, instead of shifting the focus of marketing to brand positioning and design. For example, in terms of leisure, some brands are mainly young people, while some brands are mainly leisure business. Each enterprise has misplaced the brand, but has made the market bigger.

It can be imagined that the biggest advantage of the local clothing brand lies in its understanding of the local market and Chinese culture. The more famous "red bean" took the lead in the clothing industry to advocate the creation of a mainstream lifestyle in China. Frugality is a part of Chinese tradition. Through research and positioning, "red bean" is a generalization of "harmonious morality, optimistic and open-minded, enterprising and thrifty and frugal" as a mainstream lifestyle in China. It not only achieves a balance between frugality and luxury, but also embeds Chinese elements well.

Once upon a time, Beijing, Shanghai and other prosperous places were the dream of many clothing brand entrepreneurs. Here, you can find any front line brand store in the world and find the world's most popular clothing brands and the most popular clothing styles in the world. In order to find shelter in these first tier cities, how many people are working hard? {page_break}

Facts have proved that such a sense of existence is almost equal to vanity for most domestic garment enterprises with low qualification. The market here is almost saturated, and the competition is so fierce that it is not wise to force entry.

In fact, most domestic garment enterprises are built on the consumption market of the two or three line cities. For example, in a long time ago, there might not have been many stores in the two or three tier cities, and the store of "seven wolves" was built. "When you used to be a wholesale dealer, I proposed to be a specialty store. Probably started in 1995, and the real national promotion is after 1998. " Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, has now made the first brand of men's clothing in China.

As a result, some domestic brands like the seven wolves and Metersbonwe have shifted their focus to the two or three tier cities. As a breakthrough point of development and expansion, the second tier cities may be a good choice.

For example. From the mid-term report of -2009 in 2008, the number of stores in East China decreased from 2685 to 1289, and nearly half of them were reduced. In North China, 449 retail outlets were also contracted, and correspondingly, Huaxi District increased 524 retail outlets. Obviously, this important message is conveyed: increasing the terminal construction of the two or three tier cities and gradually closing down the retail network of the first tier cities.

Huang Gui, vice president of Bosideng, said: "from the strategic layout point of view, the expansion of the second tier market is to further strengthen the sales network, which is a more direct way to boost performance. In addition, with the return of labor force in coastal cities, this part of workers can drive the sales of the entire rural market.

It can be seen that despite the decline in sales revenue, the decrease in distribution expenses caused by channel adjustment has made the Boston's gross margin almost unchanged. After the outbreak of the financial crisis, Bosideng further strengthened its direction towards the development of the two or three tier cities.

Brand vacuum zone

Obviously, in the clothing industry, the two or three line city has formed a brand vacuum zone. As a result, a large number of discerning domestic brands have quickly occupied the market. For example, seven wolves, Semir, Qipai and so on, the success of these enterprises is very commendable.

In today's clothing and apparel industry, a comprehensive large department store is no longer the mainstream form of business. Many domestic brands have opened quite characteristic stores in many cities. For those local enterprises whose strength is not very strong, the cost of opening stores in the first tier cities is still too high, but in the blank second tier cities, they can choose the hottest business district and the best location.

Franchised stores can not only expand sales and enhance brand names, but also benefit from the fact that enterprises can better carry out marketing activities and highlight their brand personality.

In brand marketing, local brands have fully studied the operation of foreign brands. For example, Semir, and so on, have become the same as light companies. Outsourcing production and logistics, and the company itself focuses on design and marketing.

In the past two or three years, the advertising concept has been quietly abandoned by enterprises, instead of shifting the focus of marketing to brand positioning and design. For example, in terms of leisure, some brands are mainly young people, while some brands are mainly leisure business. Each enterprise has misplaced the brand, but has made the market bigger.

It can be imagined that the biggest advantage of the local clothing brand lies in its understanding of the local market and Chinese culture. The more famous "red bean" took the lead in the clothing industry to advocate the creation of a mainstream lifestyle in China. Frugality is a part of Chinese tradition. Through research and positioning, "red bean" is a generalization of "harmonious morality, optimistic and open-minded, enterprising and thrifty and frugal" as a mainstream lifestyle in China. It not only achieves a balance between frugality and luxury, but also embeds Chinese elements well.