Home >

Domestic Leisure Wear High-End Expansion Route

2008/12/20 11:52:00 64

??? 日本語 Fran?ais English 中文

你是不是聽不到那些休閑店門口鼓掌叫賣的聲音了？是的，一切早已改變。班尼路、佐丹奴、美特斯邦威，這些十年前開始紅遍中國的休閑服品牌，如今都已經(jīng)走上了往高端擴(kuò)張的道路—這可不是讓店員在店門口拍拍手就能完成的事情。

拿著相機(jī)的影迷們已經(jīng)等得不耐煩了。只要有人從紅地毯上走過，閃光燈就一陣亂閃。所有人都在等待《越獄》男主角溫特沃什米勒。為了參加美特斯邦威旗下都市時尚品牌ME&CITY于10月召開的新品發(fā)布會，這位好萊塢當(dāng)紅小生來到了上海，美特斯邦威為此支付了超過周杰倫的代言費(fèi)。

The clothing company also bought the advertising hours of all the big screens on the plaza outside Nanjing East Road flagship store in Shanghai.

When the young people carry the shopping bags with ME&CITY Logo into the Giordano flagship store across the square, the salesperson can't help whispering - the competitors have completely overshadowed them, and ME&CITY's 5 full passenger flow makes them somewhat envious.

另一家休閑服巨頭班尼路也早已得知了ME&CITY開業(yè)的消息，“我們不跟其他品牌比?！鄙虾：Ｎ陌嗄崧贩椨邢薰綞base經(jīng)理王志華只是急于介紹自己的品牌。

These ten years ago, the brand of casual wear popular in China began to compete in a new field.

The era that only the salesperson can applaud and sell at the door can attract people's flow is over.

When Baleno was named as a famous brand in the movie "Crazy Stone" by Andy Lau, who was the spokesman of his time, the audience was able to understand it. It was only a joke.

Whether it comes from Only, Jack&Jones and VeroModa from Denmark's Bestseller company, or after the launch of H&M and UNIQLO, it reminds Baleno, Giordano and Metersbonwe these traditional casual wear brands: This is the time to upgrade.

In the student years, you should be a loyal customer of these brands until you are constantly lost by your frequent collision.

But now everyone seems to be paying attention to the latest fashions in Milan, Paris and Tokyo.

H&M weekly replacement shelves also give consumers the illusion of fresh fashion. Young people always feel that they lack a clothing hanging in the shop.

Baleno?

That seems to be twentieth Century.

This sentiment has been pmitted to sales.

In 2005, all the subsidiary companies of Metersbonwe made a deficit, totaling 40 million 439 thousand and 200 yuan. In 2006, except for Shenyang Metersbonwe and Beijing Metersbonwe, the other subsidiaries still lost money, totaling 40 million 515 thousand and 400 yuan.

Now, in August, IPO eased the financial pressure for Metersbonwe, and Metersbonwe began to place high hopes on the new brand ME&CITY.

At the same time, after a period of operating losses, burshalon also began to close its other store to the younger consumers' brand Sparkle, in order to allocate resources to focus on developing Bossini and the relatively high-end BOSSINISTYLE brand.

In 2007, burshlung closed 115 Sparkle stores, while BOSSINISTYLE stores added 14.

Brand upgrading and diversified development have also been regarded as the top priority of Giordano's management.

Giordano's high-end brand Giordano Concepts has been launched for two years. According to Giordano's 2008 China Daily, the turnover of Giordano Concepts increased by 57% in the first two months of 2008.

Giordano will focus on the development of Giordano Concepts network in 2008, and 9 of the 10 new Giordano Concepts stores are located in the mainland of China.

In 2007, the average selling price of GiordanoLadies, another high-end brand of Giordano, increased by 11% over the previous year, and its turnover increased by 17.8% over the previous year. Giordano classified the brand as "the best brand in the group".

Baleno was an early move. Its Ebase brand for young women was launched in 2002, when VeroModa entered China for just a year.

Despite the fact that Ebase is still not very hot, in many casual wear companies, Baleno first proposed a parallel multi brand strategy, which is a completely different route from Giordano.

佐丹奴創(chuàng)始人黎智英自從由麥當(dāng)勞經(jīng)營哲學(xué)中悟出“少款多量”精髓之后，就一直是這一理念的堅(jiān)定貫徹者。他將佐丹奴300多款服裝減至50多款：佐丹奴店內(nèi)無論是黑白灰還是色彩繽紛，款式永遠(yuǎn)不會增多。

"The style is greatly reduced, the sales volume of each style is increased, and the cost can be reduced.

Even if the quality is improved, the cost is lower than in the past.

According to Li Zhiying, after the deduction, Giordano's orders increased from 200 dozen to 5000 dozen, and the factory quotations decreased by 1/4 over the past.

Li Zhiying was able to price the product again based on market feedback, and on this basis he negotiated with the factory again.

The strategy continued until Liu Guoquan took over Giordano in 1996.

Liu Shangren soon opened the first store in GiordanoLadies in Hongkong - but it was just a trial.

Wait until Giordano headquarters