Clothing Industry Multiple Formats, Mixed Related Consumption, The Establishment Of Fashion Ecological Chain

Clothing enterprises imagine fashion ecology chain

When all walks of life are catching up quickly.

When the car is on the way, some shops in the traditional industries are exploring another kind of "+".

Just imagine, in an idle afternoon, about 32 friends went to a spacious and bright fashion leisure life hall, drinking coffee, tasting French desserts, chatting, greenery around the side, melodious music in the ear, singing, can see elegant, fashionable clothes, home from all over the world.

If you are interested, you can share the latest fashion elements with your girlfriends.

Design new models for you...

"You can not buy anything, just come in and feel, stay longer, and live a little slower and elegantly. This is the new space we want to create for consumers."

Recently, CABBEEN

President Wu Shaoqiang told reporters that the fashion space as mentioned above has been officially operated in the bustling commercial center of Shanghai. Fashion, modeling, home furnishing, flower art and desserts are integrated into a colorful space with classic art atmosphere and modern simplicity spirit, forming a complete fashion ecological chain.

It's hard to adapt to new consumption only for clothes.

For this resource integration of fashion elements, CABBEEN has been brewing for 13 years.

Guangzhou based China menswear casual wear brand was founded in 1997. CABBEEN costumes also landed on the Hongkong stock exchange in October 28, 2013. As of 2014, the company has 1054 stores in China, with an annual revenue of 1 billion 100 million yuan.

Wu Shaoqiang expects that by the end of this year, the number of stores under the company will increase to 1200.

However, traditional retail

Although the scale of shop sales is still dominant in the clothing industry, some of the presenters have already perceived its shortcomings. "Selling clothes simply does not conform to the trend of future development."

Yang Ziming, chairman of CABBEEN fashion and CABBEEN, pointed out that China's economic development and the rapid pursuit of men's pursuit of fashion lifestyle require traditional fashion brands to provide consumers with a full range of services and experience.

"CABBEEN has already launched a new retail concept and hopes to lead Chinese consumers to enhance their overall taste in lifestyle."

CABBEEN shares the same business with Jinjiang based in Fujian.

Representing Li.

At the end of June, Li Lang joined the "immortal Van Gogh" to show the art exhibition and staged a beautiful fashion crossover show in Shanghai Xintiandi.

At the scene of the fashion show, Li Lang uses high-tech visual means to enable people to enjoy the paintings of Van Gogh on a large scale, and to create 50 new works of fashion, using 3D multi screen huge images, using the real visual visual switching effect, to give consumers unprecedented impact.

In addition to CABBEEN and Li Lang, there are many local men's clothing brands are taking clothing as the center, taking crossover as the radius and integrating related resources to create a complete fashion industry group.

It has been reported that the international clothing retail giant UNIQLO is also interested in working with Starbucks to move the coffee machine into the clothing store.

There are signs that cross-border cooperation and enhanced competitiveness have become the new trend of the future integration of related industries.

Yang Ziming said that although China is now

Faced with certain problems, but in the long run, it will not affect the fundamentals of the garment industry.

The demand for men's clothing mainly comes from the rise of disposable income of residents and the change of consumption concept. CABBEEN hopes to guide and influence consumers' fashionable lifestyle.

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Can the new mode be profitable?

As a matter of fact, the reason why garment enterprises are strongly disturbed and sprouted to explore new business models is that in recent years, the domestic clothing retail market has been affected by the slowdown in consumption and the impact of the electricity supplier. China's local clothing brands have generally seen sales and profits slowing down, while the traditional retail store expansion mode has become more and more heavy. When the huge number of stores can no longer support the sales increase, the domestic fashion big cafes are thinking, "what is the next development mode of China's fashion industry?"

But whether CABBEEN's new business model is profitable, Wu Shaoqiang expressed confidence.

According to his introduction, at present, the first CABBEEN sales hall of No. 33 has reached the expectation and has achieved satisfactory results.

Although this living hall is located in the most prosperous commercial center of Shanghai, it is expensive to rent and expensive, but its sales power is also good.

Wu Shaoqiang calculated to reporters: the company in Hubei prefecture level city of Huangshi, CABBEEN in the local distribution of about five or six shops, the average area of each shop is 100 to 200 square meters, each year the total sales of 23 million yuan, on the surface, sales performance is good, but in fact, this way of low efficiency, small shops, management costs, staff, goods and so on will increase a lot, and at the same time, the risk will increase a lot.

"In the future, we may integrate such a market into two or integrate into a" CABBEEN 33 ", which will reach 230 million or even $30 million a year, and it will be highly competitive in terms of operational efficiency, personnel management efficiency, brand image, and the position of the market industry.

Will it divide the profits of main businesses?

"This must be the overall profit. The fashion category adds up to about 30% of the total business area, and the other 70% are CABBEEN costumes."

Wu Shaoqiang pointed out that, generally speaking, the simple clothing retail shop, the consumer goes to the shop to spend the time to be short 15 minutes, the length is half an hour, their expense only stays in the product, more than 1000 square meters area, if other categories are removed, only sells the clothing, the shop efficiency will also fall synchronously, but the coffee, the household, the flower art and so on category enters in fact is supplementary, they raise the overall benefit of the shop.

"The first thing we need to do is to let consumers like to come in and not care whether he can consume immediately, but in fact, this way will have a higher probability of returning to the shops in the future. Secondly, consumers will stay longer, and the store will provide free Wi-Fi, so that the longer the consumer stays, the more consumer opportunities they will have."

Wu Shaoqiang further explained that the future will generate a large number of sales chains, for example, clothing and hairstyle form a linkage sales, clothing and coffee also form a linkage sales, coffee and floral technology also form linkage sales, there is a wealth of business format integration, there will be a lot of thinking and space.

Multiple formats mix to produce related consumption

Clothing enterprises try multiple modes of mixed operation business mode, is to cater to the current consumer trends.

From the traditional retail industry, the attractiveness of products to consumers is gradually decreasing.

Consumers are pursuing richer experiences and more refined and three-dimensional services.

Over the past two years, the more and more cross-border winds and flourishing, not only CABBEEN, such as hundred silk dress also sell red wine, and configure part of the products suitable for men, when a wife or girlfriend shopping in the shop to pick clothes, men can pass wine tasting, or see if there is anything suitable for themselves.

This is just like the related consumption advocated by the retail industry. For example, when you buy beer, you put the peanuts aside, which can interact with consumers, produce the effect of 1+1>2, and have a stimulating effect on the passenger flow.

Now every brand and every store is considering how to increase passenger flow and extend the stay time of customers.

The integration of cross categories is a good direction.

How to strengthen consumer experience and make consumers feel innovative is also a very good way for physical retailers to deal with e-commerce providers.