Shoes brand channel change "new darling"

Shoes brand channel change "new darling"

There are more and more indications that under the backdrop of dismal sales of traditional department stores and e-commerce sales of retail brand stores, the “multi-brand integrated store model” is becoming a shoe brand business to change channels and save sales. The “new darling” of declining momentum, consolidating its own competitive advantages and seeking new growth points for its performance.

The company's first small multi-brand high-end boutique buyer's shop "01MEN" launched by Canudi Road, a menswear company, opened its doors in Guangzhou Taikoo Hui. Kanudi Road also changed the business scope of the company to the retail industry.

Aokang International issued a plan for increasing revenue, and plans to raise funds of 401.7 million yuan. It plans to build 150 new Aokang International Pavilions in the next three years. In fact, Aokang International launched the international pavilion model in 2013. At the beginning of this year, the first Aokang International Pavilion was officially opened at the company’s headquarters in Wuma Street in Wenzhou. By the end of 2013, the company had added a total of 81 international pavilions and famous pavilions. Aokang International stated that after more than one year of operation, the Aokang International Pavilion model has achieved ideal results and achieved simultaneous growth in sales and sales profits. Perhaps it was precisely because of the taste of the "first try chopper" that it added confidence to the next big expansion.

The model for the early trial of water was reported by the Annunciation. In the past two years, the Baoxi Bird Group has transformed from a brand name to a retailer, and put forward the strategy of “multi-brand, multi-series, and internationalization”. As an important part of advancing the strategy, since 2012, the Singbird Group has launched its new brand-new retail format and multi-brand integration store “Phoenix Style”.

“Phoenix Shangpin” is located in the middle and high-end fashion apparel brand integrated stores in the secondary and tertiary markets. Its first experience store opened in August 2012 and is located at the headquarters of the Annunciation Group in Wenzhou Yubei. In the following year, Shaanxi Shenmu Store (3,400 square meters, 3 floors), Shanxi Datong Store (over 3000 square meters, 3 floors), Wenzhou Jiale Plaza Store and Fujian Xiapu Store were opened. According to the plan, in the next five years, Annals Group plans to open 100 such integrated stores in the country.

In general, this multi-brand integrated store model is a model similar to "little department store." There are even comments that the "01MEN" of the main buyer model is similar to that of Galeries Lafayette. Single-brand multi-brand, or multi-brand multi-brand is an important feature of the store, the implementation of "service, experience a station, settlement integration."

3 brand building "joint fleet"

As the name suggests, the most prominent feature of multi-brand integrated stores is the requirement to bring together a large number of brands in stores so as to build a “joint fleet” camp with agglomeration effects.

Accelerating Terminal Transformation to Respond to Changes in Retail Sales At present, the development of the Internet's blowout has taken a large share of the retail market, shopping centers have occupied traditional department store market share, and gradually moved to second- and third-tier cities. Traditional clothing retail stores, department stores and counters have been greatly affected. At the same time, shopping malls and department stores have a limited operating area, which forms a constraint on some brands that wish to create an experiential shop. Moreover, for a mature brand, access to large shopping malls is high, and operating costs are high. Even if a brand shop is opened in the bustling area of ​​a core city, it is faced with the problem of rising store rentals and small shop sizes. These are the constraints of the traditional shoe brand further bigger and stronger. The combination of various unfavorable factors has caused severe challenges to business operations. Among the above three brands, the performance of the Annunciation and Canudi Road has seen the first decline since its establishment in 2013, and Aokang International has continued to experience deep declines. Based on this, these leading brands must find a way to change, to save the decline of performance, and second, to seek the brand's continued competitiveness in the complex retail changes. The multi-brand integrated big store model is the terminal innovation industry that they share.

With the gradual promotion of the company's multi-brand strategy, traditional shops are limited by the fact that the business area has not been able to carry the multi-brand promotion and co-driven development functions of the company. The proportion of super-large stores and high-end stores has been too low, which has become the major constraint for the company's multi-brand collaborative rapid development. factor. Today's consumers are also more likely to satisfy all the needs of the shopping trip in a commercial mall, a shopping mall, and even a shop. Therefore, Aokang International Hall will carry out brand integration development and “one-stop” high-end customization to provide consumers with a more diversified and international shopping experience.

In the past two years, traditional department store retail channels have faced challenges such as changes in customer traffic, increased homogeneity of competition, and frequent promotional activities. Shopping malls have been quiet because of their characteristics of enjoyment, entertainment, leisure and artistry. Rise. At the same time, the traditional retail industry in the era of mobile Internet is likely to re-explode through innovation such as O2O, and the retail business of the terminal has undergone major changes. As consumer preferences change, buyers' stores and branded stores will become the new business model for the domestic apparel industry.

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