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With the interest of e-commerce, apparel industry has entered a period of great change. Whether it is the polymerization of clothing brands , or the price of raw materials rose sharply for the entire industry, the market is more and more weak, the brand more and more difficult. However, Wanma Qi, the women's apparel industry has thrived, no matter how ebb tides surged, it has been difficult to shake the market pattern of high-end women's. From the nature of the women's point of view, women's apparel, more to the high-end more emphasis on the actual experience. Because the design is the soul of women's clothing, so only the contrast of wear, we can really make this dress to adapt - and this is precisely the online shopping can not be given.
Detailed analysis of the women's market environment in 2013, we can find the following points: the market is more and more detailed, the user experience is more and more important, the sales terminal cluster, production and inventory pressure. Below, I will pass several points, to elaborate on the 2013 women's market to join the popular trend.
Market refinement
Women's market will be further refined in 2013. Whether it is a single product of women's shoes, accessories, apparel, or for all ages and various consumer systems brand echelon, are further refined the pattern of the market for women, so professional more The more professional. In this case, making major brands together to increase the promotion of sub-brands, such as brother brother women to strengthen the sub-brand: Armas Shi shop efforts; Star City International also ECA high-end women's clothing, the establishment of a new young fashion brand: NO.19. Major brands through the establishment of sub-brand form, increase the brand's depth and breadth of the industry, which is the inevitable trend of the future development of women's brand.
In such a trend, joined the women's brand to do distribution, you need deeper consideration. Compared to the past, the current market for women to join more franchisees need to have a deeper industry awareness, franchisees also need to join the region to have a more in-depth understanding of consumer groups, so that we can choose the right to join the brand.
user experience
As a killer fighting online shopping, the user experience is high-end clothing, especially the women's industry, housekeeping stunts. Therefore, good user experience, is to resist the deteriorating market environment the best way. User experience is generally reflected in three aspects: First, the integrity of the product line and the speed of updates of goods; the second is the decoration and scene layout of the storefront; the third is the quality of service at the terminal stores and the professionalism of the clerks.
Taken together these three aspects, it relates to a women's brand of product and terminal image. In short, that is to say a good brand, in addition to good products, but also must have a good terminal service. A good product related to fashion fashion, price, quality, etc., which belongs to the brand company's control. Good terminal services related to the terminal shop decoration, salesperson's quality, display, store location and so on. In 2013, the trend of women's clothing and apparel has evolved from the stage of product competition to the store image of terminal stores and the quality of service staff.
All of us can be very intuitive to see that more and more women's brand opened a direct store and flagship store. (Welcome to add my Q:) Compared to the franchise stores, self-built brand stores, although a serious occupation of funds, but it allows brand companies to better manage the shop, easier to maintain the terminal's store image.
Sales cluster
Brand company shirtless, joined the terminal sales competition, will inevitably lead to the deterioration of the environment of the terminal franchisee. Under the conflict between the two parties, the better solution is sales cluster. Clustering phenomenon is reflected in the following aspects: Regional agents gradually monopolize a brand in the region of the terminal, brand companies to increase efforts to recycle terminal stores, shops in the bustling commercial area more dense.
To the terminal franchisee, more than a single store has more advantages. Monopoly franchisees in a single area is definitely the franchisee most want to see. If franchisees want to monopolize the distribution of a region, in addition to having to have a strong financial strength, we must have a strong terminal management capabilities, and both must be attached to the brand company. (Welcome to join me Q:) In accordance with this path, so the terminal franchisee competition is more and more intense, some beginners, without experience and preparation, often make a loss.
Production and inventory pressure
Along with the change of the domestic environment, the production and experience cost of the overall women's market in 2013 is also increasing, which makes the sales pressure of the terminal more increased, and the brand companies all join the price increase. In addition the sharp increase in the market, making the pressure of the inventory of brands more and more big.
Reasonable stocks can boost sales, but excessive backlogs can squeeze valuable money. Inventory, not only the franchisee's nightmare, for those who implement the return policy of the brand, it is even more lingering terror exists.
This situation, making some brands have reduced or even canceled the return, inventory pressure also makes some not good at managing inventory, financial management is not strict franchisee into a vicious circle of losses. (Welcome to join me Q:) 2013, is a year of inventory, some insist on never discounted high-end brands, but also secretly to start the name of the "discount store", and even join the network, at All kinds of online platforms to open a special inventory used to clean up the "network flagship store." For example, the first domestic sales of women's wear, a well-known women in Shanghai, etc., are in the past two years out of such routines.
Overall, the women's clothing market in 2013 is still upside, but also contains ample business opportunities. However, this requires more and more professional people, and more and more need more and more professional heart. This requires every practitioner to keep pace with the market so that it will not be abandoned by the market.
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