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How Can The Clothing Brand Respond To The Suspension Of Franchised Stores?

2020/2/13 21:11:00 2

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Some people are fighting in the front line. Some people are sticking to their posts. Every day, the epidemic changes are affecting everyone's hearts. This new outbreak of coronavirus pneumonia has affected many industries. Jia Guolong, chairman of Xibei, said that "cash flow on account has only lasted for 3 months", causing widespread concern in the industry. In fact, besides the catering industry, the clothing industry is also affected.
In February 5th, Nike announced that it would temporarily close half of the company's outlets and the remaining stores would also shorten their daily business hours. UNIQLO has also suspended 280 stores in mainland China. And GAP, Hai Lan's home, YOUNGOR and other clothing brands have announced the suspension of franchised stores under the line. The problem of offline inventory backlog and the pressure of cash flow is very severe because of the closure. Although the spring has passed, but for clothing enterprises are still exceptionally "cold", in the end how to save themselves?

In order to respond positively to the national epidemic prevention and control policy, the opening hours of major shopping centers have also been postponed. Many brands have opened online cloud shopping mode, providing shopping and buying channels for customers who can't go shopping.


Webcast is an era product after the rapid development of the Internet. Now, the common point of many enterprises' self-help is to transfer the main export of goods from offline to online. The clothing industry has an advantage in this regard. Because the clothing industry's network sales mode has been quite mature, most of the chain clothing brand has opened up the forefront of the electricity supplier position. Facing the problem of inventory backlog caused by the epidemic, it has become one of the consensus of the clothing industry to use live broadcast to increase sales volume and withdraw funds.


Selling clothes online is not only a self rescue action against the epidemic situation, but also a way to upgrade and transform the whole industrial chain of garment enterprises such as upgrading design and manufacture, inventory management and sales mode.
Under the epidemic situation, clothing brands should take advantage of this opportunity to "turn danger into machine", and sell live products online. This can not only increase revenue and reduce losses, but also plan meticulously in many aspects such as products, marketing, brand and so on, so as to enhance the core design and innovation ability of garment enterprises, and make adequate preparations for the "recovery consumption demand" that may occur after the epidemic.

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