赢在商圈

COMMERCIAL CIRCLE:A SUPPORT TO GARMENT BRANDS

渠道为王,在当今的服装界,这个理念被很多品牌奉为圭臬。然而有渠道是一回事,能不能称王又是一同事。大河有水小河满,越来越多的品牌在为终端派兵布阵时选择了商圈。是啊,那些集人脉。

While the requirement of human being changes,as a representation of the commercial environment,the commercial circles will accordingly change. The commercial circles in Beijing took place big changes in recent years.The composition of commercial circles has changed from the early Xidan and Wang Fujing as the city's central commercial district,to a new diversified look with a clear commercial orientation. As for garment brands,how to deal with the diversification of commercial circles becomes a main task.In order to seek more developing space and to lower the management risk,the clothing enterprises come to realize that a unique brand is not strong enough to conquer the whole market.Multi-brands or one brand with multi-line or multi-style are in the trend. While complaining the profit too thin,and too many discount sales activities, garment brands are still scrambling for entering a certain hot commercial circle. It's all because they know that not only profit a good commercial circle can bring, but also brand promotion and image improvement. However,while benefiting from the optimal commercial environment and large customer flow,garment brands are also facing risks from different aspects.While a new brand is going to enter a department store,it may be charged higher rent. But the biggest pressure is not from rent,but the sales performance in this com- mercial circle.Thus,a research on potential customer of the commercial circle and an evaluation on the brand itself are necessary for garment brands before entering any commercial circle.