The Average Life Expectancy Of Clothing Brands Is One And A Half Years? &Nbsp; Retail Stores Are Facing Crisis.

According to the statistics of relevant departments, the current market in China Clothing brand There are more than 10 species, the replacement speed is very fast, more than 2000 brands are eliminated every year, 2000-2005 years, the top 500 clothing brands in China have an average life expectancy of only 1.5 years. In the trade and Industry Bureau's trademark register, the fastest replacement is clothing Industry, China's successful operation of brand clothing enterprises are not many.

However, the development of clothing brand is the only way to standardize, standardize and internationalize China's garment industry. With the huge number of brands increasing, there will be some confusion in the industry. For brand recognition and recognition, there is a big gap between China's second tier and three or four tier cities. The biggest difference is the change of clothing management mode, which will lead to a considerable number of garment retailers heading for a dilemma.

My friend, a famous underwear company in China, is the main bra company. pajamas And other women's underwear products, then the sales department statistics of the national monopoly outlets are 928, but the annual turnover of more than 250 thousand of the 88, not even 10%. And there are 536 franchised stores with an annual turnover of less than 100 thousand, accounting for nearly 58% of the total. How much profit can the 536 franchised stores have in terms of cost, rent, labor, taxation and management? How much confidence do these store owners have to keep the store open?

I have visited many clothing streets in the country, interviewed many owners of the exclusive stores, and found that nearly 80% of the clothing stores are at least not in an ideal state of profitability, and there is a widespread phenomenon in various cities: the mainstream brand stores can normally earn profits, while most of the small and medium brand stores are doing business at a low level; the clothing stores on the mainstream sections can also look more prosperous, while most of the secondary clothing stores are mostly remote.

For ordinary clothing retailers, they are not franchised stores or exclusive stores. They do not rely on the brand line. They run their own clothing stores with their own characteristics and characteristics, and they are wholesale through the wholesale market or wholesale online. In such a brand oriented sales trend of clothing, this part of the clothing store will face greater challenges. To do franchising or monopoly, the cost is much higher than the previous business mode. It is also necessary to die according to Lao Lu Zi's quality and service.

At the same time, because of monopolization, consumers are faced with different kinds of needs and are faced with four seasons' choice. Few brands in China can offer products that are popular throughout the four seasons. Some branded products have advantages in shirts and skirts. Some of them are in Down garments or woolen sweaters, while others are famous for their suits. For example, the strength of Erdos is woolen sweater, seven wolves are casual clothes, and the main business of Persian is down jacket, and the advantage of nine herding king is western trousers. So for a single brand store, the product has its limitations to some extent, and it can only meet the needs of consumers. Many stores often subsidize the off-season with the profit of the peak season, so the pressure is relatively large. Sometimes, in order to make up for product defects, many stores will introduce some other brand products to supplement sales, but this will inevitably impact the integrity of the monopoly system and make the monopoly lose its meaning.

A clothing retailer in Ji'nan, Shandong said, "I do not join or do monopoly. To tell you the truth, good brand affiliate fees can not afford at present. Although brands are everywhere nowadays, there is too little strength to guarantee long-term quality and quantity protection. In most cases, it takes one year to change brands in second years. Nearly half of our stores in this area are like this. The purchase must go to the field, the cost is not low, and most of them are not guaranteed. Reporters also visited several other areas of clothing stores, brand stores accounted for most of the busy street stores. But like some three or four line city shopping centers, there are a lot of non famous brand stores, namely, small and medium-sized clothing brands. Moreover, this quantity exceeds the number of famous brand stores. These brands are characterized by low popularity or lack of popularity, but the products are of good quality and good style, and they can also get goods like wholesale clothing.