Adult Brands Are Sluggish, And Some Retailers Are Switching To Children Camp.

In 2012, when adult sports brands made profit assessments on terminal stores, and closed down inefficient stores to integrate channel resources, children's brands increased the expansion of terminal channels, including both the broad market strategy and the extensive support strategy. In the strategic adjustment of adult sports brand and children's brand "one by one", some retailers began to change their camp.

　 Integration of some adult brand retailers

"This year, there are indeed adult sports brand retailers turn to children's brand. " kinddog Deputy general manager Luo Zheng Ming told reporters that this situation is more in South market, especially in Jiangsu and Zhejiang provinces. The agents of children's brands have absorbed some adult retailers in the process of laying channels.

According to the introduction, some adult brand retailers who turn into children's brands are partly due to the sluggish adult sports market and actively adjust their brand names. Some of them are eliminated from the adult brand channel optimization strategy and transferred to the children camp. For example, some adult brands require stores to be more than 100 square meters, and some weaker retailers can not achieve them.

Chairman Kasiron Ding can Yang This phenomenon has also been observed. "Over the past two years, the channels for children's brands have been expanding rapidly, and on the other hand, they have been constantly optimized. Many" couples shops "are not able to keep pace with the development of enterprises in the process of brand development. Therefore, the company is also developing new retailers on the one hand, while eliminating some poor business outlets. In the process of rapid expansion of children's brand channels, integrating some agents, retailers and stores with adult brand operation experience is obviously more labor-saving than developing new channels. "

　　 There are differences in operation mode.

"However, this integration can only take place in some areas. Children's brands are not realistic enough to take over the retailers and stores that have been eliminated from adult sports brands. "Ding Canyang said," because adult brand agents and retailers' business models and store locations are not necessarily suitable for children's brands. "

Luo Zhengming told reporters that although most of the children's brands refer to the monopoly system of the adult sports brand, there are great differences in the location of the store. "Many brands of adult brands are located in the gold position of the city, and because the children's shoes and clothes are" low price and low profit margins ", the profit of selling three pieces of products is equivalent to the profits of the adult brand, and the stores are basically open in the three or four line cities, or the secondary business circles of the first and second tier cities. Therefore, even if we want to integrate, we can only integrate adult brands in two types of streets and three types of street stores. "

In addition, whether a sports brand agent can adapt to the operation mode of children's brand is also a problem to consider. "Sports brand management category is relatively simple, generally two categories. Children's brands include more shoes, leather shoes, sandals, boots, roller skates, and so on. They also have British style, campus wind, outdoor wind and leisure wind. Moreover, the sizes of clothing and shoes are larger, and shoes range from 20 yards to 42 yards, and clothing is from small children to big children. It should be said that children's brands have higher requirements for agents' commodity management. "Ding Canyang said.

Layout of stores by "combination boxing"

Although the profits of children's shoes and children's clothing are low, they can't enter the first-class business circle in a large scale. However, in view of the opportunity to integrate adult brand channels, Li Xiaolin, the head of the Royal baby Guangdong region, analyzed: "children's brands can borrow the opportunity of adult brand terminal stores shuffling, and the layout of 1-2 major stores in the core business circle of the city, and the remaining stores are still in the sub commercial circle and the non mainstream streets. The role of big stores is to build up popularity and enhance the overall image of the brand. It can also serve as an experiential store for brands and consumers to interact with each other. "

It is understood that many children's clothing now. Brand of children's shoes Also began to try the "big store mode". Mamie Marka opened a flagship store with an area of over 500 square meters in Anhui and Henan. The children's wear of seven wolves, children's clothes, Anta KIDS and other children's stores also had larger stores. At the same time, the responsible persons of red boy, Xiao Pi Pi, Hai Wei and Ji Jile indicated that they also set up some 100 square meters larger stores.

However, at present, most of the children's brand layout shops adopt the way of "combination boxing". For example, the flagmi store project is more than 500 square meters of flagship stores, and more than 10 stores will be opened in the future. More than 50 square meters of shops are planned for more than 200 square meters, and more than 100 square meters are planned for more than 300 stores. Although Hai Wei has laid a gold shop and seed shop with an area of more than 100 square meters, the main shop is still a 40-80 square meter profitable shop. The main purpose is to cooperate with the company's channel development and play a role in the surrounding areas.