It Is Still Too Late For Fashion Brands To Upgrade Channels? Semir Tells You With Action.

During the May 1 shopping center, there were more than 20 stores, of which 400 or more had more than 10 stores.

It surpassed the 120 stores opened during the May 1 peak in 2015, when it was dominated by small street shops.

Market channel Director Wen Chen said in an interview.

Among them, the 500 party Semir Zhongshan Park dragon dream shopping center image shop opened during the sales exceeded 1 million 70 thousand yuan.

This is Semir's first shopping mall next year's main store - 1500 Ping Shanghai Jiangqiao Wanda shop after another eye-catching performance.

Compared with the mature brands of traditional department stores, shopping centers are more willing to accept some emerging brands that meet their own tunability. This gives opportunities for foreign fast fashion brands such as ZARA, UNIQLO and H&M to carve up the Chinese market.

Since 2006, all kinds of foreign fast fashion brands have attacked the major stores in large and medium-sized cities in China, and even led to a "big shuffle" of clothing brands in Chinese stores.

Since then, many domestic brands have also modeled on the so-called "fast fashion" mode, trying to get a slice of the scrimmage. One of the most popular brands in 2008 is ME&CITY.

The first year's sales target set at that time reached hundreds of millions, and hoped that in 2009, it could achieve 2 billion yuan of sales.

At the same time, Wentworth Miller, who was the hottest jailbreak starring at the time, signed the great endorsement, and quickly brought the brand from the creative idea less than 1 years to the market.

After the rush to the market, the actual sales of ME&CITY were less than 100 million yuan in 2009, and the operating income in 2009 was only 350 million yuan.

In 2012, the ME&CITY flagship store in Huaihailu Road was closed due to poor performance.

Nowadays, ZARA, UNIQLO and H&M of fast fashion three giants are not doing well in recent years.

Gross margins of the three giants have slipped, and ZARA has even seen its lowest value in the past 8 years.

In addition to ZARA, the net profit of UNIQLO and H&M also showed a downward trend last year, which is the first decline in the whole year's operating profit of XXX group in the past 5 years.

Choosing to enter the shopping mall at this time, Semir believes that, on the one hand, the fight in the fast fashion market has come to an end and the market has stabilized.

On the other hand, Semir street stores and business super channels have achieved a certain market scale in the past 20 years. The accumulated strength and market demand all indicate their time to expand other channels.

"In fact, we started to do 1000 square street flagship stores since 2011. Up to now, there are 70-80.

This is also a preparatory process for us to enter the shopping mall. We have been exploring how this large area store can organize goods and R & D, including the quantity of SKU development and the order system of the latter supply chain.

Also from the second half of 2016, we officially expanded.

The channel has been upgraded to the strategic height of the company's development.

Wen Chen said, "in fact, many domestic brands have just started learning fast fashion mode failure, the most critical factor is not to control the core, only in the appearance of fast fashion is unable to withstand the test of the market."

To this end, Semir has set up a commercial complex project team to focus on shopping center channel development.

"At present, we have been able to do that, from 30 to the fastest days after receiving orders to the last store."

Semir commercial complex project manager Feng Zhen tells you.

On the new frequency, Semir also changed the practice of 4 seasons in the past. It has been able to achieve the 8 quarter in 2017, and some core markets and stores have been able to achieve the 12 quarter.

"Our ultimate goal is new month, month and month, new week, week and week."

Feng Zhen added.

In the past, Semir would provide the replenishment space for agent 10%-20% on the premise of setting futures.

But now it has been converted into futures and spot parallel, and has reached 55, the ratio of 1:1.

Semir has a fast team in Guangzhou, and the spot will first spread to the direct outlets with strong executive force. If the direct sales are sold for a week, if the reaction is good, the franchisee will soon spread out.

This is equivalent to a two replenishment system. For suppliers, there will be no special pressure on the procurement of accessories.

Obviously, Semir is still not fast enough than ZARA, but it is also sufficient to show its ability to integrate and mobilize the entire upstream industry chain.

In the aspect of fashion that has always been criticized, Semir strives to change the image of street stores in the consumer's mind from the aspects of store image, product display, logo design, service quality and so on.

"We specially invited Korean designers to redesign logo for shopping center shops and change the past green logo images to the Chinese culture.

And in product development, a special R & D team was set up to design special contributions from shopping centers, and the proportion of special contributions from Zhongshan Park dragon dream has reached 40%.

Wen Chen talked about it.

On the service mode of the store, Semir also made a half guided shopping and full autonomy mode according to the consumption habits of the passenger flow, which is quite different from the previous Street store's emphasis on personnel merchandising.

So in terms of staffing, Semir shopping center stores will be reduced compared with street stores, saving manpower costs.

Wen Chen positioned Semir shopping center as a "scene and prop" mode.

This is different from the previous warehouse display. The street store is more about the effective area which can accommodate more goods, while the shopping center focuses more on the creation of a scene, with models and props, to render the goods more three-dimensional to consumers.

In fact, Semir's channel upgrading behavior is only a branch of the development trend of China's retail environment.

Consumers' consumption behaviors and habits are escalating, and the channels such as electricity suppliers and shopping centers are upgrading again and again.

"Let's not see that we have more than 20 years of practical experience in the street store, but when we put it in shopping mall, we have nothing to do, but we still have to start from 0."

Wen Chen said, "as early as 2012, we have already begun to do shopping mall channels, but at that time most of the shops were small shops for 200-300 parties, and some of the agents' spontaneous behaviors were the majority."

The day before last year's 20th anniversary celebration, Semir studied the strategy of shopping center channel upgrading through the channel core agents conference.

During the period, there are many agents, whether in the shopping center location, its passenger flow and their products match degree, or their own brand image has many concerns.

Up to now,

There are about 5 shops in the main shopping center of shopping mall, and there will be dozens of shops of the same level in the second half of this year.

The target of 2017 is 160 shopping center stores, of which 40 of the main store level is around.

In fact, from the perspective of current consumption upgrading in China, consumers have paid more attention to rational consumption, and they will be more willing to pursue cost-effective products.

With the huge population base in China, the mass market is still the general trend in the future.

Wen Chen talked about it.

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