Local Clothing brands adopting the big shop model have recently started to frequently light red lights, and they have been plagued by closing stores and losses. On the one hand, the rents in shops in the gold business district are rising, and opening large stores is facing high investment and low output. On the other hand, big stores are very helpful for establishing a brand image and providing a more perfect consumer experience. For local brands, the increasingly popular big store model has become an unknown.
The large store encounters a large number of storefronts, a wide range of goods, a complete consumer experience, and chic and stylish decoration are the feelings that the clothing store has brought to consumers. The big store model meets the material needs of consumers and caters to the psychological changes of consumers. We see that the scale of brand stores is getting bigger and bigger, as if to tell consumers that “here, you have the personal pursuit and quality enjoyment you need, you deserve itâ€.
As early as a few years ago, local brands began to enter the "big shop model," but the results were not satisfactory. At the beginning of this year, news of companies closing big stores was frequently exposed. Meters & Bentley's Me & City flagship store with an area of ​​more than 2,000 square meters in the Huaihai Road shopping district in Shanghai has been opened for less than two years. The lease period is not yet full, but due to the rising rents and long-term loss pressure, Choose to close the door. Another Nike flagship store in Nanjing West Road, Shanghai, suffered the same problem. The company's move to shut down big stores has caused doubts about the industry's enthusiasm and highly sought after big store model.
Not only that, during the visit, the reporter also saw a little helplessness from the traffic volume of the local brand stores. Take Xidan and Wangfujing as examples, the same great local brands and ZARA, H&M, and other international fast fashion stores look slightly open. In the ZARA store, there is a long queue in front of the dressing table at the entrance to the dressing room, and in the neighboring flagship stores such as Smith Barney and Smith Barney, the shopping guide is “quietly†looking around the store.
Reasons why local brands are trapped Why do so many consumers go to ZARA and other international fast fashion brand stores, but are unwilling to go into the same inexpensive local brand stores? In fact, the reason given by them is very simple, because ZARA and other brands are rich in products, enough to choose some, while the local brand big store is considered to be "empty has a skin", the store is large, fewer goods, updated slowly.
From the perspective of the speed of product updates, the average number of days for domestic apparel brands is 185 days, while ZARA and H&M are approximately 15 to 50 days. Even Smith Barma, who is following ZARA's steps, needs a 70-day turnaround time from design to finalization to production. The reaction speed of the supply chain determines the sales profit of the company to a certain extent. When goods are turned over one day in the supply chain, it means devaluation.
In addition to the display of goods, for example, if the general store, the number of styles, product thematic and series of requirements are not too high, but if the store area reaches several thousand square meters, contains several floors, then each There must be a very clear distinction between the theme of the product and the series of products on each floor, and the goods must be sufficiently rich, which puts forward higher requirements for product development.
At present, the domestic consumer market is facing problems such as insufficient purchasing power and insufficient consumer confidence, which also affects the sales of many brand enterprises. Experts say that with the rising costs of the labor force and the gloomy economic development prospects, the expansion of large stores may mean high risk, high input, and low output. Local apparel brands may not be the best choice to open large stores. However, whether a company needs to open a large store must be considered in terms of financial resources, operating standards, and consumer groups.
The position and scale of the game and investment in the game of input and output have even more influence on brand image than regional advertising. Some enterprises committed to big store marketing remarked: “A lot of brands will not open stores in the bustling area, so the brand image will be affected. In the end, it will only fall into the low-end price competition.†However, according to relevant sources, in the prosperous business district The only big international brands that can be easily opened for profit in the opening of the store are ZARA and Uniqlo.
Large stores are generally opened in the gold shopping districts of first and second-tier cities in China. Due to the high cost of shops in the gold shopping malls, the efficiency of stores will naturally decrease. It has been reported that the prices of shops in the Huaihai Road commercial circle at the Meibang Customs Store have risen to 80 yuan per square meter per day, and more than 2,000 square meters of shops have been rented there, and the rent for one year is about 50 million yuan.
Despite the pressure of high rents, many brands still have “hard support†to open stores in the bustling business district. This also shows that there are certain returns in this way, especially in the aspect of brand image construction. From the standpoint of the construction of direct-store network, although the separate direct investment stores have a low return on investment and a long investment recovery period, it is helpful to establish a brand image, provide a more perfect consumer experience, and enhance the confidence of the surrounding franchisees. Some local brands believe that the leverage effect is ultimately reflected in sales growth.
In this regard, experts believe that the brand appeals and brand image created by big stores are one of the reasons that most brands are willing to invest in the big store model. However, due to the rapid increase in the price of land rent in China, many companies have great pressure to open large stores. If the rents of shops are too high and the company’s sales cannot support the high rents, then the losses will be far higher than the hidden benefits brought by the big store model.
The large store encounters a large number of storefronts, a wide range of goods, a complete consumer experience, and chic and stylish decoration are the feelings that the clothing store has brought to consumers. The big store model meets the material needs of consumers and caters to the psychological changes of consumers. We see that the scale of brand stores is getting bigger and bigger, as if to tell consumers that “here, you have the personal pursuit and quality enjoyment you need, you deserve itâ€.
As early as a few years ago, local brands began to enter the "big shop model," but the results were not satisfactory. At the beginning of this year, news of companies closing big stores was frequently exposed. Meters & Bentley's Me & City flagship store with an area of ​​more than 2,000 square meters in the Huaihai Road shopping district in Shanghai has been opened for less than two years. The lease period is not yet full, but due to the rising rents and long-term loss pressure, Choose to close the door. Another Nike flagship store in Nanjing West Road, Shanghai, suffered the same problem. The company's move to shut down big stores has caused doubts about the industry's enthusiasm and highly sought after big store model.
Not only that, during the visit, the reporter also saw a little helplessness from the traffic volume of the local brand stores. Take Xidan and Wangfujing as examples, the same great local brands and ZARA, H&M, and other international fast fashion stores look slightly open. In the ZARA store, there is a long queue in front of the dressing table at the entrance to the dressing room, and in the neighboring flagship stores such as Smith Barney and Smith Barney, the shopping guide is “quietly†looking around the store.
Reasons why local brands are trapped Why do so many consumers go to ZARA and other international fast fashion brand stores, but are unwilling to go into the same inexpensive local brand stores? In fact, the reason given by them is very simple, because ZARA and other brands are rich in products, enough to choose some, while the local brand big store is considered to be "empty has a skin", the store is large, fewer goods, updated slowly.
From the perspective of the speed of product updates, the average number of days for domestic apparel brands is 185 days, while ZARA and H&M are approximately 15 to 50 days. Even Smith Barma, who is following ZARA's steps, needs a 70-day turnaround time from design to finalization to production. The reaction speed of the supply chain determines the sales profit of the company to a certain extent. When goods are turned over one day in the supply chain, it means devaluation.
In addition to the display of goods, for example, if the general store, the number of styles, product thematic and series of requirements are not too high, but if the store area reaches several thousand square meters, contains several floors, then each There must be a very clear distinction between the theme of the product and the series of products on each floor, and the goods must be sufficiently rich, which puts forward higher requirements for product development.
At present, the domestic consumer market is facing problems such as insufficient purchasing power and insufficient consumer confidence, which also affects the sales of many brand enterprises. Experts say that with the rising costs of the labor force and the gloomy economic development prospects, the expansion of large stores may mean high risk, high input, and low output. Local apparel brands may not be the best choice to open large stores. However, whether a company needs to open a large store must be considered in terms of financial resources, operating standards, and consumer groups.
The position and scale of the game and investment in the game of input and output have even more influence on brand image than regional advertising. Some enterprises committed to big store marketing remarked: “A lot of brands will not open stores in the bustling area, so the brand image will be affected. In the end, it will only fall into the low-end price competition.†However, according to relevant sources, in the prosperous business district The only big international brands that can be easily opened for profit in the opening of the store are ZARA and Uniqlo.
Large stores are generally opened in the gold shopping districts of first and second-tier cities in China. Due to the high cost of shops in the gold shopping malls, the efficiency of stores will naturally decrease. It has been reported that the prices of shops in the Huaihai Road commercial circle at the Meibang Customs Store have risen to 80 yuan per square meter per day, and more than 2,000 square meters of shops have been rented there, and the rent for one year is about 50 million yuan.
Despite the pressure of high rents, many brands still have “hard support†to open stores in the bustling business district. This also shows that there are certain returns in this way, especially in the aspect of brand image construction. From the standpoint of the construction of direct-store network, although the separate direct investment stores have a low return on investment and a long investment recovery period, it is helpful to establish a brand image, provide a more perfect consumer experience, and enhance the confidence of the surrounding franchisees. Some local brands believe that the leverage effect is ultimately reflected in sales growth.
In this regard, experts believe that the brand appeals and brand image created by big stores are one of the reasons that most brands are willing to invest in the big store model. However, due to the rapid increase in the price of land rent in China, many companies have great pressure to open large stores. If the rents of shops are too high and the company’s sales cannot support the high rents, then the losses will be far higher than the hidden benefits brought by the big store model.
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