Deep Tillage And Fine Cultivation To Cultivate High Viscosity "Vermicelli" Group

The new North has not yet been opened, and the nearest "rival" Le Tai Center has heard the story.

In April 25th, the "grand banquet" of the Le Tai Center opened for the public. The annual feast will continue until May 3rd, coinciding with the opening of the new North kingdom.

Although the activity of Le Tai Center is a continuation of the usual practice in the past, it is not intentional arrangement, but because both sides are in the core business circle of the provincial capital, one is the large complex of the old department stores, and the other is a large complex with many young fans.

This is only the nearest pair in the complex of the provincial capital.

As a matter of fact, when the new members continue to join, the "arena" is no more than two.

In the increasingly competitive business mode, how can enterprises "attack" and "defend"?

In the interview, the reporter found that although many commercial enterprises choose the development mode of the commercial complex, that is, the combination of three and more than three formats, a multi-functional, complex and unified complex is formed.

But careful analysis shows that different development orientation and brand characteristics are not completely homogenized.

Take the new North and Le Tai Center, which is the nearest distance, the former is still dominated by department stores.

Accounting for only 1/3, catering, entertainment and other experiential and social consumption accounts for a higher proportion. On the introduction of cinemas, one is the star theme cinema, one is the UME international luxury movie city. In addition, the two sides also have malposition in the introduction of catering brands and other entertainment brands.

Ling Zhicheng, deputy general manager of Le Tai Center, said: "from a local perspective, there is competition among enterprises, but on the whole, new forces will enhance the vitality and quality of the whole business circle, and enjoy the passenger flow and popularity brought by each other.

To see, more is a competing relationship. "

This is also achieved.

He agreed that the development orientation is crucial to enterprises in the convergence of business models. It will form the brand and characteristics of enterprises in consumers.

Only by "deep tillage and meticulous" along its own position can we cultivate a high viscosity "fans" group.

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The clothing industry is still on the rise, but the traditional clothing enterprises are seriously affected by the electricity supplier.

In Gao Dekang's view, the traditional clothing enterprises touches the net merely to have a more sales channel, but this is far from enough.

The apparel industry is carrying out the grand integration of the survival of the fittest. Bosideng will focus more resources on planning and layout based on the Internet development strategy and marketing mode.

In the down jacket Market, Bosideng accounted for 40.1% of sales and became the largest producer of down garments in China.

Gao Dekang said that Bosideng will learn from Monclear, introduce the world's first class creativity, fashion the high-end down jacket, and make the middle end products the basic fashion.

On this basis, Bosideng will add jeans and other accessories in the autumn and winter products, and extend its products in spring and summer.

For Bosideng, we need to accelerate the implementation of the strategy of four seasons.

Bosideng's performance in the first half of fiscal year in 2014 showed that the down garment business fell by 19.2% over the same period last fiscal year. In the non feather down sector, Bosideng's income rose by 5.1% over the same period.

The cooperation between Bosideng and Itou Tada and CITIC Securities is also based on the three party's complementary advantages and resource sharing. With the help of Itou Tada's experience in multi brand operation in the field of clothing, different categories of clothing brands are introduced.

Gao Dekang said Bosideng will cultivate new growth points in the field of men's wear, women's wear and casual wear, so that the product structure of Bosideng will be more reasonable.

This year, Bosideng will also enter the field of children's clothing, but the name may go to Bosideng.

Gao Dekang said that Bosideng will adjust the existing business structure in three years, hoping that three years later, the proportion of down and non down business can be half divided.

Men's clothing business will also be based on Bosteng men's clothing, women's clothing through acquisitions and mergers to increase brand richness.

Children's clothing is still in its infancy. It will accelerate the acquisition of brand and increase market share after a certain degree of operation.

At present, Bosideng electricity supplier plate is mainly stationed in the platform, and has been stationed in Tmall, Jingdong, Amazon, vip.com, No. 1 store and Dangdang.

In the "double 11" promotion, Bosideng has been in the forefront of clothing brand network sales for many times, with a single day turnover exceeding 100 million yuan.

Prior to this, Bosideng made a different channel strategy for Bosideng, Xue Zhong Fei, Bing Jie and KangBo brand.

Bosideng and Xue Zhong Fei brand are mainly based on the entity store business. KangBo is the main market in the regional market.

Gao Dekang said that Boston would adopt a strategy of online and offline integration, product and price synchronization.

At the same time, clothing products and suggestions will be added.

Gao Dekang said that online channels can be used to clear inventories, but in order to change and improve, it is still necessary to sell seasonal products.

Bosideng has fifth special channels to digest inventory.

After adjusting the business structure, Bosideng also made a comprehensive combing of the stores.

Bosideng announced last year's interim performance analysis conference to start the pformation of terminal stores. It plans to pform 20 medium-sized flagship stores in 400-500 square meters into brand collection stores and experiential shops.

Shanghai Nanjing East Road store and Beijing Xidan flagship store will take the lead in model pformation.

Gao Dekang said that retail stores not only make the brand richer, but also store brand positioning at the same level.

Bosideng's products cover almost all ages. In the past, all the series of these brands were concentrated in one store.

In the pformation of stores, products will be categorized.

If the main store is a young customer group, all display and clothing in the store will focus on the customer segments.

For independent stores, Gao de Kang said that it will also change the rugged management mode, and make a subdivision and adjustment of the products within the store according to a clear positioning.

Gao Dekang is also working hard to change the relationship with suppliers and franchisees and reduce Bosideng stock.

In the past, Boston stock was higher due to the lack of goods and management.

Gao Dekang said that in the future, headquarters will be directly butted to retail outlets to achieve a unified allocation of goods, reduce labor costs and streamline the company structure.