10 Famous Clothing Brands Channel Power: Anta, Semir, Jiangnan Cloth...

In the past year, with the momentum of new retail sales, the whole retail industry in China has shown a positive picture.

In order to cope with the escalation of consumption, brands have been pforming, whether from products, channels, services or marketing, and other aspects, have made countermeasures.

Starting from the channel, this paper analyzes the performance of the 10 major domestic apparel brands including sports, leisure, designers, high-end women's wear and footwear, and the future plans for the store in the past year, including Anta sports, XTEP international, 31st degree, Semir apparel, American Apparel, Jiangnan Buyi, Wenger, China l'lang, CABBEEN and nine Xing holdings.

Anta Sports: the number of stores is expected to reach 11000 in 2018, with an explosion of e-commerce channels.

At present, most shops in Anta are still running in the form of street shops, while expanding the layout of shopping centers and shopping malls, and planning to replace smaller and less profitable shops in larger and more attractive stores in superior areas.

As of the end of 2017, the number of Anta stores in the mainland (including Anta children's independent stores) was 9467, and the number of FILA stores in the mainland, Hongkong, Macao and Singapore was 1086, including the number of FILA KIDS stores. The total number of DESCENTE shops in the mainland was 64, while at the end of 2016, there were only 6.

Anta expects that by the end of 2018, the total number of Anta stores in the mainland, including Anta children's independent stores, will reach 9700 to 9800.

The total number of FILA stores (including FILAKIDS independent stores) in the mainland, Hongkong, Macao and Singapore will reach 1300 to 1400.

DESCENTE brand will permeate a second tier city, focusing on opening stores in superior locations.

By the end of 2018, the number of DESCENTE stores in the mainland is expected to reach 100 to 110. KINGKOW is expected to have 60-70 stores, and SPRANDI is expected to have 190-200 stores, while KOLON SPORT expects 200-210 stores.

In addition, Anta said that in order to meet the explosive growth of e-commerce channels, the company has integrated online and offline channels, giving full play to the advantages of logistics distribution and big data to achieve full coverage of all channels.

After all, Anta group electric business has become one of the important engines of group growth. In the "double 11" business war of 2017, Anta's record of nearly RMB 700 million yuan refreshed the electricity supplier's record of China's sports brand, ranking third in Tmall.

XTEP International: upgrading store image and integrating E-business

XTEP international has changed more than half of the shops to the new 6S generation. The sales of newly decorated shops are more than 10% higher than that of the shops that have not yet been decorated.

While making all the positive changes in the physical retail channel, XTEP online retailing is also optimistic.

In 2017, XTEP ranked the top Tmall running shoes brand and became the top selling domestic brand of casual shoes.

To support long-term brand development, e-commerce has been integrated into a part of online marketing, so as to streamline expenses and further unify XTEP brand image.

By the end of December 31, 2017, e-commerce accounted for more than 20% of XTEP's total revenue.

31st degree: the number of stores has reached 5808, plus the international market.

As of December 31, 2017, the group has opened 5808 core brand stores, about 80% of which are independent street shops.

In the region, about 73.5% of the stores are located in three or less cities in China, while 8.3% and 18.2% stores are located in China's first and second tier cities.

In the international market, the 31st Degree International has 1241, 1030, and 378 brand outlets in Brazil, the United States and Europe.

At present, the countries covered by Europe include Britain, Germany, France, Austria and Switzerland.

During the review period, 31st Degree International also successfully entered emerging markets such as Canada, Russia, Spain, Israel and Italy.

It says it will continue to tap and expand to countries with potential growth to promote the international version of the product.

At the same time, in order to make product differentiation in the domestic market and meet the needs of consumer upgrading, the group will also introduce 360 degree international products in more 331 stores in China.

It is believed that international business will become an important source of group turnover in the next three to five years.

E-commerce business is growing exponentially due to the rapid development of the e-commerce industry.

During the review period, the online dedicated e-business account for 7.7% of the group's revenue.

Semir Costumes: the new shopping center is open at least 150 times a year.

In 2017, Semir formally identified the channel pformation and upgrading, and comprehensively entered the strategic direction of shopping centers.

Over the year, 162 Shopping Center shops were opened, most of them played the next main store role, with an average single store area exceeding 600 yuan.

By the end of 2017, the number of Semir shopping center outlets has exceeded 320, with a total business area exceeding 95800 yuan, with an annual scale of about 1000000000 yuan. It has reached cooperation with famous commercial real estate companies including Wanda Group, India Group, Huarun group, Xincheng holdings, Kade group, AEON group, Baolong Group, Guang Daan stone, sand boat, Longhu real estate, Poly Group, Hongxing real estate and Yitian group.

In 2018, Semir will vigorously develop shopping centers, outlets and online channels in consolidating the advantages of the existing street paved channels.

Every year, new store expansion index of not less than 120 thousand square meters is added. Among them, the new shop of shopping center is newly opened not less than 150 a year.

According to the 2017 annual performance Bulletin released by Semir apparel, Semir achieved a total revenue of 12 billion 28 million yuan in 2017, an increase of 12.76% over the same period last year.

Among them, the Semir electricity supplier, founded in 2012, has rapidly developed into a new growth point in Semir's apparel performance in just 5 years. In 2017, Semir's 5 billion annual sales volume and 800 million double 11 results made it the biggest black horse in China's apparel industry.

Mei Bang dress: start "hundred cities thousand stores", further promote shopping center channel

Recently, at the group's all brand investment promotion conference, MP launched the "hundred cities thousand store" plan.

According to Zhou Chengjian, Metersbonwe's main store is now playing the role of the main store and the second main store in the shopping center.

The main brand Metersbonwe has an open area of 1000 to 3000, of which the best area is 1500-2000; the ME&CITY shop area is set at 1000-2000; Kei is 500-1000; while two children's wear brand stores are 300-500.

In principle, 5 brands will enter the shopping mall together.

Previous traditional street shops will still open, and the stock store will gradually upgrade, replace and optimize according to the strategy. If they do not meet the requirements and requirements, they will gradually close down and turn around, and open the biggest store outlets in each business circle.

At present, the United States has been stationed in large shopping malls in various cities across the country, and has reached long-term cooperation with Wanda and India.

In addition, Zhou Chengjian also mentioned that in 2018, we will further promote the shopping mall channels, and the strategic development of 100 City stores will also be actively promoted.

Jiangnan cloth: sales through online channels increased to 8.5% of total revenue.

The total number of independent retail stores in the southern part of the world has increased from 1591 in June 30, 2017 to 1768 at the end of the year, together with 80 sales outlets distributed overseas. Our retail network covers all provinces, autonomous regions and municipalities in mainland China and 17 other countries and regions in the world.

Considering the purchase pattern and information needs of the fans in Southern Yangtze River, it has established a full channel interactive platform consisting of three parts: the entity retail store, the online platform and the interactive marketing service platform based on WeChat social media.

At the same time, compared with the 2017 half and half fiscal year, the absolute income of sales through offline and online channels in the 2018 half year of fiscal year continued to increase.

Sales of new products from online channels increased. In the first half of fiscal year 2018, sales increased to 8.5% through online channel sales.

Nine Hing Holdings: expanding retail outlets in Europe and the world's leading department stores

Nine Hing Holdings will continue to build its own brand Stella Luna, What For and JKJY by Stella through expanding retail outlets network in Europe and world-renowned department stores.

Apart from setting up stores, there are retail counter networks throughout mainland China, France, Philippines, Taiwan, Bahrain, Kuwait, Lebanon, UAE, Hongkong and the United States.

Wenger: expand the new channels of high income through the integration of O2O online and offline

The Vigna S brand will focus on expanding high-end channels, closing down low-end shops that do not match the brand image, and offering shops in the first tier urban high-end shopping centers with the same area as the international luxury brands.

At the same time, with the opening of the second child policy, the baby clothing market will grow rapidly. TEENIE WEENIE has launched the new Baby brand. In the past 18 years, a large number of new shops have been planned to seize the market of infant children's clothing.

TEENIE WEENIE sales in 2017 increased by 48%, of which O2O sales accounted for 55%.

Double eleven sales increased by 70% over the same period, and entered Tmall's women's clothing sales ranking TOP10. Now it has become the Tmall platform women's clothing category and key cooperation brand.

In order to maintain the core competitiveness of TEENIE WEENIE and the sustained and healthy growth of offline market, it has set up a dedicated team dedicated to online services, including planning, channel specific product design and R & D team, sales and operation management team.

We have completed the structure of collaboration and continuous growth.

VGRASS brand has been investing in the "micro mall" online channel since 2016, and continues to explore the healthy growth mode of high-end brands online.

During the reporting period, sales increased by 125% over the same period last year, and the O2O mode was tried through online channels, of which the contribution of O2O sales increased steadily.

Nakakoku Toshiro: open the shopping mall and speed up the shop opening.

In order to cooperate with the new consumption mode, the company will continue to push distributors to open stores in the shopping centers of the provincial capital and prefecture level cities in 2018.

By the end of 2017, the number of shopping malls was over 300, accounting for more than 10% of the total number of stores, while the number of stores in department stores decreased.

According to the report, by the end of 2017, there were 2410 retail outlets in the whole country, with an increase of 10 during the year, with a total shop area of about 309 thousand and 600 square meters, an increase of 6.8% over the end of 2016. LILANZ

Li Lang plans to speed up the development of light business series, promote sales by distributors, and set up 150 stores throughout the year. With light business, the total number of stores in "LILANZ" will increase by no less than 200.

At the same time, it also upgraded the store image in 2017.

Li Lang said that the current "LILANZ" shop used sixth generations of decoration, in 2017 completed renovation or partial upgrading of the more than 400 stores.

CABBEEN: the shop is located in the two or three line city.

As of December 31, 2017, CABBEEN had 845 retail outlets in over 300 cities in the mainland.

Over 2/3 of the retail outlets are located in two or three tier cities.

CABBEEN said that in recent years, the company has noticed that more and more customers are moving to large shopping malls, so the proportion of retail stores in the company continues to increase.

CABBEEN said the company plans to strengthen cooperation with quality shopping centers and reduce the proportion of street shops.

Over the past two years, efforts to optimize retail outlets have begun to show results. Overall sales in the same store increased from 2016 in 8.7% to 1.5% in the same store in 2017, of which CABBEEN's urban brand store sales grew particularly well.

In addition, online store sales grew strongly in 2017.

The company believes that CABBEEN's urban brand and online business will be the group's future growth momentum.

To sum up, the performance of brands in channel development can be roughly summed up as follows 3 points:

1, open a large store, increase the proportion of shopping mall channels.

For example, most of the enterprises mentioned above, such as Semir clothing, Mei Bang dress, Anta sports, CABBEEN and so on, have mentioned the need to strengthen cooperation with shopping centers. Some stock shops will gradually upgrade, replace and optimize according to their strategies.

2, the electricity supplier is also a driving force for performance, laying equal stress on both the online and offline businesses.

With the vigorous development of electricity providers in China, more and more enterprises are aware of the importance of online and offline integration.

The annual double eleven carnival is also regarded as an examination of enterprises in the electricity supplier industry. The TOP list of two eleven categories has become a steelyard weighing its strength.

Most of these enterprises talked about the strong role of the electricity supplier in the brand, and the strong momentum of its growth.

Among them, Anta double eleven sold 7 hundred million.

3, upgrade store image and enhance service.

In the environment of consumption upgrading, price is no longer a measure of purchase by customers. They will start with the added value of shop environment, service experience and so on to determine whether the final purchase will be made.

It also provides impetus for brand development and promotes better service for brands.

The above brands, such as XTEP international, China Li Lang, Semir dress, etc., have made image upgrading to the store.

Among them, XTEP estimates that the sales of newly decorated shops are higher than 10% of the sales per square meter, while Semir has created a brand new shop for shopping mall channels.