< p > in the pink and smart cafe bar, place a latte on the chocolate bar, and walk to the bookshelf beside the bookstore.

Isn't this the traditional cafe?

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< p > and so on. Through the bar, the T-shirts and sweatshirts are lined up neatly in the shops adjacent to the bar. The baseball caps and postmen bags with the same LOGO are placed on the hangers.

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< p > the compound concept store like Taiwan Chao brand STAYREAL represents the subtle changes in the industry of < a target= "_blank" href= "http://m.pmae.cn/" > clothing > /a >.

The industry began to invade restaurants and coffee.

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< p > strong > coffee "invasion" clothing store < /strong > /p >

< p > "consumers are becoming more mature and rational" is the most popular evaluation of terminal consumption at present. The seller's "good scene" to dominate the market is gone forever.

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< p > for the clothing industry, one of the important manifestations is that the enterprises begin to focus on the needs of consumers, and improve from the aspects of clothing design and terminal layout.

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Less than P and more subversive changes occurred after the overwhelming coverage of e-commerce.

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On the day of "P double eleven" in 2013, the paction volume of Tmall and Taobao finally fixed at 35 billion 19 million yuan, which is equivalent to the sales performance of a traditional department store in the past year.

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< p > in the traditional a target= "_blank" href= "http://m.pmae.cn/" > dress < /a > continued downturn, the "double eleven" day, including Jack Jones, seven wolves, GXG and other clothing brands, with a shocking sales of billions of dollars, announced the rapid momentum of online channels.

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Ma Gang, an independent critic of the apparel industry, said P, whether it is the maturity of consumers or the collapse of e-commerce, has accelerated the upgrading of the entire garment industry and even the retail industry.

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< p > "for traditional enterprises, it is a good choice for offline businesses to expand the advantages that online does not have, and to integrate closely with the format of life services."

Ma Gang said.

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< p > in Quanzhou, Fujian, Menswear brand CABBEEN clothing (02030.HK) has launched a terminal network integrating clothing, coffee and music, expanding the area of the leisure area in the shop to over 10%, and has played an important role in enhancing the experience and attracting consumers.

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Besides P, domestic brands including Fujian's seven wolves industrial Limited by Share Ltd (002029.SZ), 002269.SZ and so on have been testing coffee, music, reading and other leisure experiences in the terminal.

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< p > compared with domestic garment enterprises, some international brands are obviously more proficient in the choice and operation mode of "crossover".

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< p > the Italy tide brand 10 Corso Como, which was invested by Heji International Group (fashion ladies' brand OCHIRLY parent company in the second half of last year), was set up in Nanjing West Road, Shanghai, with many elements such as clothing, coffee, design, art and so on.

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Zemira, the brand leader of "P > 10 Corso Como, said that the existence of coffee shops can make consumers better enjoy the space, but at the same time, its significance to the brand is not just creating a space, but a symbol of the whole culture.

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< p > Ma Gang said that the maturity of retail business can be divided into several stages: the lowest stage is to sell products, the second stage is to sell brands, and the third is to sell lifestyles.

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< p > "this is an evolution and an upgrading of consumption.

At present, domestic enterprises have only made limited attempts, and more and more enterprises will join in.

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< p > < strong > < < a href= > //m.pmae.cn/news/index_c.asp > > brand > /a > characteristics adhere to systematicness < /strong > /p >

< p > enhancing experience means introducing leisure business in clothing shops without distinction?

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The experience of < p > 10 Corso Como answers this question: of course not.

What you need is a business that embodies brand characteristics.

Take coffee as an example, the brand pays attention to the brand image in the visual design of coffee terminal. The design of tables, floors, even napkins and cups all embodies the fashionable characteristics of Italy design and 10 Corso Como.

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< p > Ma Gang emphasizes that clothing brands, whether in the terminal or in separate businesses, must be integrated with the main business. "Follow the system, at least not violate the rules, otherwise it will be difficult for the market to accept".

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< p > it is understood that the seven wolves once launched hairdressing business in their life experience shop, and soon ended with the idea that "the idea is too advanced".

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< p > for this, Ma Gang said that not every clothing store is suitable for "cross-border" expansion of leisure experience business. Enterprises should combine the specific conditions of their business areas, conduct further in-depth research and Market Research on consumer groups, and decide what to introduce and how to operate. "Otherwise, it is easy to rely on subjective conjecture to decide that it is easy to appear forced grafting and patchwork."

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< p > Zemira suggests that coffee shops are not independent of brands. They must ensure that the brand has a complete image as well as the quality requirements of the brand. "It is best to be controlled by a soul figure and keep the culture, service and quality consistent with the brand".

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