Fashion Enterprises' Channel Strategy

Semir apparel said the company started the pformation of standardized shops starting from the end of 2014.

At present, some shops in the company are below 100 square meters, which can no longer meet the future development of the company. The company will gradually close the small shops and set up a large 300-800 square meter standard shop to match the company's products, which is more conducive to the unified operation and management of the company and the operation and management efficiency.

The company believes that shopping centers will become the mainstream of offline channels in the future, and has reached strategic cooperation with commercial real estate such as Wanda. It is planned to set up a 300-500 square meter large children's wear experience store in the shopping center to enhance the image and influence of children's clothing brand. Moreover, most of the large shops stationed in shopping centers at the initial stage are directly managed by the company, so as to enhance the confidence of franchisees in shopping centers.

YOUNGOR related people recently said that the company's current number of national outlets is about 3000, and direct business accounts for more than 90%.

According to the introduction, the next line of YOUNGOR will be integrated into 1000 outlets or smaller stores. Efforts should be made to create multi brand fashion experience stores and develop to shopping centers.

Looking forward to the next five years, the membership size of the company will expand from million to tens of millions, and products can be customized according to the needs of members, including the health care products that the company may involve in the future.

On Saturday, the company closed more stores in 2014, and its revenue fell 5.02% year-on-year.

The company's store adjustment is coming to an end, and there will be no further adjustment to stores in 2015. There will be more resources to invest in shopping centers.

The company will consider setting up a brand collection store in some shopping centres in key sales areas. Through the upgrading of store image and commodity mix, consumers will enjoy one-stop shopping experience in the store.

Or introduce other categories of shoes, and develop O2O mode with the help of collection shops.

Li Lang said that in 2015, it will continue to improve channel management, continue renovation plans for stores, and close down low efficiency shops.

"In terms of sales channels, the group should

Change the strategy of opening stores in the provincial capital and prefecture level cities.

In the second half of last year,

10 stores have been opened in shopping malls in various districts, and the sales are satisfactory.

Li Lang said that the opening of stores in 2015 would be more prudent, and the plan for large shops in the shopping malls of the provincial capital and prefecture level cities will continue. It is expected that this year will increase 20-30 stores.

It said that in 2015, the company will build the first 01MEN fashion concept hall with an area of about 3000 square meters and is expected to open in 2016.

At the same time, the company will build the first karndo road fashion experience Museum, with an area of about 550 square meters, and is expected to open in 2015.

At the 2014 performance briefing, the company's top executives said that in the next 5 years, the company plans to open 30 01MEN with an area of about 500 -1500, which is mainly distributed in the first and second tier cities.

At the same time, Hengyang high-end boutique shop is expected to open in September 2015.

According to the introduction, the buyer's store is light and luxurious, and it is a small SHOPPING MALL integrating retail, catering, supermarket, exhibition, entertainment, leisure, business and other functions, totaling 45 thousand square meters.

This year, the company will promote C2B business in large numbers. Now it is improving production and technology to support the development of C2B, and gradually achieve personalized production.

It is understood that the C2B personalized customization business, that is, customers placed in Tmall, the more than 900 bird shops nationwide business linkage.

The news bird suggested that the experience area should be upgraded to reach 30-50% of the shop area.