Small garment brands to break through the road map!one small clothing brand entity channels plight Beijing International Trade a Starbucks because of high rents could not carry, closed shop, so it was about microblogging rack, in the end is not the electricity supplier dispute resulting counter-attack. Regardless of Starbucks closed shop is not caused by the electricity supplier, but the high rents in stores carrying clothing brand for many, it is a painful experience, has long been said, the clothing business is actually work to real estate owners, octyl year bitter hard to earn some money, and finally to the fall of the real estate owner's pocket. Physical stores high operating costs has now become unbearable clothing brand marketing pain: on the one hand to suppress the high investment shop rental shop franchisee investment enthusiasm, on the other hand, the existing shops facing a major crisis of survival . Both of which caused a lot of small brands in the physical reality of the plight of the channel. Occupy the mainstream consumer position in the physical Nike KD VI Elite channel of department stores, its threshold settings, turn the vast majority of small brands excluded, hard to squeeze in brands, department stores due to unreasonable costs to be exhausted exploitation in the end only to end up while yelling, which some people say is to die into the department store, go in court death. So to speak, for so many years, the domestic small and medium brands have always lived in pain, going through untold, those who are now so-called big brand, a brand almost have experienced the pain of suffering, before status today in the country to do Nameless Pain clothing brand, you can imagine. These over five hurdles, finally surviving brand, thought I could breath, adjust, but they do not want, grab a Yaojin - electricity supplier came. All of a sudden give these to physical channels as a base of small brands and add a magic spell, and is fatal! Hunters direct physical channel brand, street stalls, shopping malls selling a bottomless fall, the operating entity of the brand's already embattled channels! Terminal shops hard maintain, department stores decline, electricity providers today Forced constitute small brand marketing siege, pressing harder and harder to face electricity supplier, aggressive posture, small brands losing ground in the physical channel, to be naked. Coupled with the domestic economic outlook bearish, consumer market has become increasingly depressed, which makes the survival of small and medium brands even worse, though not to the case devastated, but closed shop like Starbucks coffee brewing a cup of bitter, like small brands bitter heart than only bitter coffee to suffer much. Faced with this predicament, small brands how to break through? Breakout direction where? And how moves? Second, the history of the evolution of small garment brands, according to the electricity supplier Bosideng announced the 2012/2013 fiscal year report Nike Air Max shows that the Nike Kobe 9 physical channel 246 closed shop home, but their electricity provider business revenue reached 350 million yuan, an increase of 76.7%. It is a microcosm of the status quo of the domestic apparel brands, fell sharply in the physical channel, when it is difficult to grow, we have increased investment operation of the electricity supplier, to become another engine of development of the brand, like the domestic sports brands, leisure brands are all so But these traditional channels of brands has been able to have gains in electricity firms, it depends not what superb the operation of their electricity supplier at which they are dependent only in the physical channel accumulated brand awareness and overall strength, but the fate of the small brands is quite different, since the physical channel does not create a good brand image and reputation, coupled with its strength of weak on the road to enter the electricity business, not halfway mortality is struggling. For example, I know a Shanghai women's brand, in 2008, Taobao Mall has just entered the operating soon, but because of operational errors, bankruptcy, soon died down, defeated. These small brands operating electricity supplier failed painful lesson, really too numerous to mention, today, there are still many small electricity supplier brand sink like a stone in the journey went, people lament. Although the timing of each of the small brand electric providers operate differently, but overall speaking, probably have experienced several different stages: 1, the wait period in 2008 to 10 years, during this period, although the falls in Europe and America financial crisis, exports dropped, but the domestic consumer environment due to stimulation of national economic policies, but to make these small brands to get a brief golden period of development, physical channels to obtain a steady development, with electronic business platform has just started, Therefore, small brands of this period have generally adopted a wait and see attitude. For example, I once worked in a home service brand, it has been hard to watch from the second half of 2008 it began operating 10 years, although I would argue that in 2008 carried out the operation of the electricity supplier, but the boss still have to wait and see. This wait period, so many brands have lost electricity supplier development opportunities, but those in desperate physical channel brand, holding a stroke in the electricity business mentality, unexpected success. 2, the exciting period of 11 years to 12 years the period, due to many Amoy brands have emerged, like the song Riel underwear brand, women Yan Man, Korean homes have clothes, coupled dream Bazaar, where customers such as vertical electric branded the rise of these small brands are stimulated, they just wake up: these people are not even clothing flat cars are not seen, the electricity supplier can do, the reason we have done well so, hold lofty sentiments have added? to force electricity suppliers. For example, there was once a factory owner and I want to engage in cooperation electricity supplier brands, two dozen flat cars, a cutting bed, but still in high spirits, he boasted to the electricity supplier to dry out big business out of something earth-shattering. Can say that this exciting period, but also a restlessness of electricity providers, many people blindly into the last dismal. 3. Forced of 13-14 years, it says, the small brands are suffering the pain of the siege, the electricity supplier hunters physical channels, brands Forced to make a choice of channels, even in the physical channel development for many is not how good small brands, at this point you may want to make the operating abandon physical channels. But the physical channel as the lifeblood of the development of small and medium brands, the strategic choice for many small brands, no doubt, is very painful. Although the physical channels increasingly difficult, but finally able to maintain, if the operation fails electricity supplier, but also the loss of the physical channel, for a small brand, which is like starving children lost the last of the milk. 4. Flying has always been JORDAN on my point of view is, no matter how the electricity supplier development, physical channels evolve, but fundamentally, the electricity supplier and the physical channel is not the question of who who went out, not who substituted the question of who, which between the two should be complementary and mutually beneficial. I believe these small brands through painful adjustment, exploration, will find a balance between the two, then, would be: online and offline, flying in the situation, which should be a most healthy brand channel distribution and operational strategies, of course, does not rule out some brands only choose one, but flying in should be mainstream. These are the small brand in the functioning of the electricity supplier experienced several different periods, from which can be seen in the mentality of small brands and development context of different periods, from the sidelines, excited, Forced, along the way, indeed, a lot of interpretation The joys and sorrows of mind drifting success of brand development, called a few happy tears, only to brand can succeed. These deep pain that the siege of small brands how to kill your way in the increasingly intensified competition in the electricity business market come from? How can fight to win this victory not only defeat the breakthrough of battle? Let's hear the next time decomposition ! Third, the fight to win the battle to break I mentioned in the 'underwear terminal Sheng Sijie' in the conflict between the brand over the operation of the electricity supplier and physical channels, and has made a few rough ideas to solve, but it Cheap Nike Free Outlet is incomplete a. But difficulties encountered small garment brands and lingerie brand is exactly the same, even without going too far and. Placed in front of small garment brands question is clear: 1, the electricity supplier must be done, then how to balance the conflict of two online and offline, how to effectively solve the interests of existing agents and shops in fact, it?? These two issues, to solve these two problems, the entity channel stability, electricity providers can flex its muscles. We talk about the pain of the siege of small brands, because it did not solve the above two problems caused by constraints was everywhere, nowhere so powerful, so small brands of breakout direction is this: First, enter the electricity business, and second, to optimize entities. Talk about a first direction: into the electricity business. I have said many times, this is a big trend, which is the technological revolution of the Internet and mobile Internet brings business revolution is an irreversible historical trend of traditional business to change electricity supplier, the entity that specializes in attacking my channel training of Masters to operate may be unemployed, but fall under this major trend has been run over by the wheel of history far more than a victim of this master? So that small brands in terms of what is facing difficulties, as long as there is spare capacity, it is necessary to go all electric providers. If, 10 years ago is still waiting to see normal, restrain live excitement 12 years ago is also understandable, but now has no way out, which is the electricity supplier of last last train, Air Jordan Women missed, it is estimated there really no chance . The second direction: optimization entity. How to tell? Small brands in the physical channel, has been re-expand, light management. This is the pollution caused by domestic economic development, like walking also focus on the development, road treatment later. Well now, some say, the basic pollution caused by economic development can offset the economic development outcomes. Almost too small brands, staking preliminary breath, cast foot running all the way across the country shop, full bloom, but the consequences on such lower. Reported data show that Li Ning, Olympic, special steps such as seventy-eight sports brand last year closed the 4000-5000 stores, which is a listed company data could be disclosed, the public was able to know, small clothing brand data are not statistics, but add up I guess we will not be lower than this figure. Faced with this situation, small brands must be optimized to adjust the physical channels, for agents to transform operational capabilities, do the store's profitability improved, stable entity, in order to withstand the coming storm. Both directions are small and medium brands have to face up and do it effectively, and to develop appropriate action programs according to James Harden their actual situation of the brand, and not just lip service. A clear direction, then break out of the war, how does the program have? 1, segment made a lot of small brands of tangled mostly derived from online and offline hereinafter a brand, which resulted in dissatisfaction physical channels, brands Lynx selling price is even lower than their purchase price, of course they did not. Customers into the store and saw a large portion of the Internet to be cheaper, try out clothes and went back to buy online, shop fitting room NIKE KOBE IX a reduced electricity supplier. At present the cause of physical channels are derived from this angry. Emotional physical channels is difficult to appease, but also the brand to form a functioning electricity supplier interference, listen to dealer complaints can not ignore every day ah. Therefore, many brands simply do electricity suppliers, to save agents for this furious. In fact, the solution to this problem is very simple, the implementation of branding, online and offline with a different brand to operate, it was said, the operation of the two different brands, brands do not have the strength, light to do it crushed goods manufacturers. But then think about it, do a better job of brands, which warehouses may not have a few million or even tens of millions of stock it? These stocks in its warehouses looked suck, not as steadfast used to make electricity business, things change a tag. Brand is different, the agents have nothing to say. Though it is the same product, but the homogenization has been a serious and even manufacturers themselves are hard to tell which is the moment of Air Lebron Slide their goods, the average consumer is difficult to distinguish between titanium eye. That such a simple thing, why many small brands do not want to shop and go to it? Many employers really stems from a brand or as a brand, I feel so detrimental to your reputation. But really speaking, at present these brands really is not a small brand, at best, is a channel brand. So, as long as the small brand owner can put aside this nothingness brand self-esteem, this matter can be resolved smoothly. 2. Shareholders small brand or a lack of funding, or the lack of market capacity, so strong in the current environment continues, some reluctance, for Nike Air Max 2012 Women the operation of the channel is powerless, powerless. Moreover, the agency currently does not have any binding agents for the two sides of the game wasted energy, often also broke up, so watch out for each other and their, as more closely tied together, pushing operations. So that the agent shares the brand, a brand of the shareholders, to the solution of the brand out funds, but also can secure one market, serve two purposes, happy, why not? So the electricity supplier for the operation of the brand, it becomes very feasible, We are all shareholders, the family, is not good to discuss it? 3, the current distribution system is actually many agents brand in the regional market distribution centers, to the following shops were rationing, since to give the terminal distribution, that Why not give electricity suppliers on the spot delivery it? Just give agents Nike KD 7 a reasonable distribution commission, which is the logical thing. That can reduce the manufacturer's distribution costs, but also enhance the sales agents, effectively digest inventory agents. 4, O2O system brands do electricity suppliers, but the physical channel of image display, experience is absolutely essential. Now that many end shops to survive, small brands to shop should thus be adjusted Nike KD VI Elite to enhance the image of the store, some stores will be upgraded to the brand image exhibition center, brand culture propaganda centers, product experience center, the implementation of shop experience, try, online orders - this would form the building brands O2O model. Construction O2O model will effectively address the plight of survival terminal shop franchisee brought negative emotions, and it has to enhance the brand image, with the commencement of O2O mode, so that consumers can feel honestly brand culture, product Experience the charm, which will greatly enhance the brand's reputation, will train more brand loyal fans. More than four different solutions, each brand can be based on the specific circumstances of thinking into the electricity business in established, under the general direction of the channel optimization, or choose one, or a combination of boxing, in short, there must be a forward-looking strategic vision. No matter how, Kyrie Irving the domestic retail business changes have come, the operation of the electricity supplier has been placed in front of each small brand, although many brands lost the initiative functioning electricity supplier, electricity supplier, but could not catch up to see the last train their strategic choice of. When someone has been confirmed in a Starbucks Nike Air Max 1 closed shop because of the electricity supplier and battle it caused, all the hesitation, suspicion only Air Jordan Outlet make themselves let slip last historic opportunity. I believe that, as in the domestic market veteran, arduous journey of small brands must also be able to make the most informed choices in this historical juncture, a new brand of legend, this, I confidently. Author Introduction Lu Xiao Zhou, the first sexy marketing theory, the domestic fashion industry known marketing people, purely new media marketing agency founder, Sina microblogging @ Lu Xiao Zhou, micro-channel public account: Sexy Marketing (yingxiaoxinggan)