Channel Development: Deep Tillage Or Open Up Wasteland?

The industry does not have no bright colors, and maintains more than 20% of the growth figures. In the quarter, those who sell out at a rate of more than 90% have been there. The high-end brand low-end brands have both hands. Is there really luck in the birth of the myth? In fact, these brands just want to make clear ten questions.

Look at these questions. Do you think it's easy?

Channel development: deep ploughing or open up wasteland? This is actually the two question: how deep can the channel sink? Is it still not the driving force for future growth?

A foreign public

After entering China for less than ten years, he always adheres to a second tier city and never sinks to the three line city.

By now, we have nearly 200 stores, and the annual store efficiency and annual efficiency are most domestic.

So far behind that one can only see the dust of the rider ahead.

Insisting that it does not sink temporarily seems to be a luxury line, but in fact, the brand price is only a few thousand SKU.

This persistence stems from concerns about the different tastes of consumers in low level markets, and concerns about management problems caused by expansion.

Almost everyone is emphasizing.

This is a thought-provoking occasion.

Of course, there are also successful examples of doing business in a wide range of markets across the country.

A foreign clothing brand has entered the three or four tier city for more than ten years, and announced that the opening of the store is still the focus of the development strategy.

The brand's store performance and efficiency performance is not the brand in the previous case.

This broad shop strategy comes from confidence in the Chinese economy, confidence in the clothing industry, and confidence in its own brand, and whether it applies to all brands is open to question.

Related links:

In recent years, the overall market of Chinese men's wear is still sluggish. Many men's wear enterprises have a serious backlog of stores, and sales have declined year after year. Some brands have chosen to close their stores to cope with this situation.

Li Lang had also been unable to avoid such difficult times, but since 2012, he has realized the need for pformation.

After a long time of exploration, I finally found my way of development, that is, "do the best design, the best version and comfort".

To this end, the introduction of a number of well-known international designer Li, and a large number of domestic engineers.

At the same time, in the supply chain reform, by reducing intermediate links, the production cost will be kept at the lowest level, the rapid response capability will be improved, and the strategy of "upgrading quality without raising prices" will be applied to provide consumers with cost-effective products.

At present, the pformation has shown the effect. This order will achieve a low double-digit growth of two brands, which is the best proof.

In recent days, China announced the autumn order meeting in 2015. The main brand "LILANZ" and its subsidiary brand "L2" orders have achieved double-digit growth.

It is reported that in March 2015, China launched the LILANZ and L2 brands' Autumn order meeting in Quanzhou and Shanghai respectively.

The order will invite representatives of distributors, agents and distributors of two brands throughout the country.

During the period, LILANZ and L2 showed more than 1000 new products including clothing, footwear and accessories.

Compared with the autumn 2014 order, the total amount of the main brand "LILANZ" and the subsidiary brand "L2" had a double-digit growth rate.

Among them, the growth of the main brand "LILANZ" continued to accelerate, reflecting the increasing confidence of distributors as sales channels returned to normal and retail sales remained ideal.

Compared with the 2015 spring and summer order, which was announced in September 2014, the order volume of this autumn order also showed a continuous improvement, especially the main brand "LILANZ" from a high digit growth to a low double-digit growth.

The average unit price of the two brand products is similar to that of autumn products in 2014.

The above order is expected to be shipped in June of this year.