A Number Of Stores In The Fashion Fashion Shop Are Closing Up To Make O2O Online.

Here world Clothing and shoes The Xiaobian of the network tells you that many stores in the fashion fashion shop are closing up, and O2O is being added on the line.

The high inventory and gloomy business of the apparel industry has begun to spread from the sportswear industry to more clothing industries. With its ONLY, JACK&JONES, VERO MODA and selectED brands, the bestseller fashion has once made a miracle in the industry, which has more than 6000 stores in more than 300 cities across the country. Recently, however, many of its brands have been removed from some shopping malls. There is a rumour that the inside orders of the fashionable dress are: no new stores will be opened this year, and stores that sell less than 100 thousand yuan a month must be closed.

Regarding this rumour, the responsible person of the fashion fashion did not make a positive response. Recently, however, the layout of fashion fashion has been quite frequent. Not only has JACK&JONES JACK&JONES official online mall been opened, but also its rich brand has been distributed in the O2O field, and it has also invested heavily in the acquisition of Mand M Direct, a British online fashion store, to increase its experience in Online apparel sales. Under the shrinking line, whether the garment giant can get out of the downturn in the overweight line, the industry experts have different views.

A number of stores in the fashion fashion store closed up.

With the characteristics of European and American fashion, good quality and low price, the Danish Fashion Group bestseller entered the Chinese market in 1996 and was quickly sought after by Chinese consumers. At that time, fast fashion brands had not yet been developed in China. ONLY, JACK&JONES, VERO MODA and selectED quickly gathered a large number of loyal fans and became the objects of department stores to compete with each other. Several major brands are rapidly gaining ground in the Chinese market. According to the latest public figures, the series of brand of the fashion brand has already covered more than 300 cities in China, with more than 6000 stores.

However, with the rise of local fashion brands and the rise of fast fashion brands such as H&M in the Chinese market, the early expansion of costumes has begun to consolidate its stores, and many brands have heard the news of the withdrawal of their partners.

According to media reports, at the end of June, a more than 1000 square meter shop on the west side of the clothing house in Qingchun Road, Hangzhou, was closed, and four brands of ONLY, JACK&JONES, VERO MODA and selectED were withdrawn. A few months ago, these brands were also evacuated from the third floor of the Mixc. According to industry sources, in Wenzhou and other places, it is not uncommon for fashion brands to be removed from some shopping malls. At the same time, in the non discount season of brand, some brands also conduct discounts and promotions and special sales activities.

Reporters visited many ONLY, JACK&JONES, VERO MODA and selectED stores in the Guangzhou market, and did not find signs of brand passing. However, reporters saw that even the peak hours of shopping in the evening, the flow of people in related stores is not much.

However, according to the daily business news, there are rumors in the industry that the inside of the fashion has already issued orders to step on the brakes on the expansion of stores in Hangzhou: on the one hand, new stores are no longer opened this year; on the other hand, shops with less than 100 thousand yuan monthly sales will be closed.

For the adjustment and related rumors, the Nanfang Daily reporter asked the fashion related public relations personage for verification. At the time of the press release, no reply was received.

Overweight electricity supplier business, take the road of O2O

However, reporters learned that with the adjustment of offline stores, coco fashion has begun to accelerate the layout of the electricity supplier in recent years.

At the beginning of this year, VERO MODA made a low-key attempt at WeChat O2O. In February of this year, JACK&JONES JACK&JONES, the JACK&JONES fashion brand, formally launched its official website, the B2C mall, outside its flagship store. The mall covers shoes, clothing, bags and other core categories, and the fashion trend, collocation guides and other service oriented shopping areas. JACK&JONES official website also emphasizes social functions, and encourages users to share products purchased in WeChat's circle of friends and Sina micro-blog. Reporters log on to jackjones.com.cn official online mall to see that the promotion function of the mall has been improved. At present, there are 196 search results in the 50 percent off zone.

According to JACK&JONES official, the other three brands of ONLY, VERO MODA and selectED will also launch the official mall.

Recently, it was also reported that Linghua fashion had agreed to buy the M and M Direct of the British online fashion store at the price of 1 billion 300 million DK (US $240 million). The head of the company said that the acquisition would help to increase the company's experience in online apparel sales.

In fact, bestseller fashion has already tasted sweetness from the business of e-commerce. Since 2009, JACK&JONES has been involved in Tmall's "double eleven" annual sales promotion, and has repeatedly created the highest sales record in a single store. For example, in the first year, JACK&JONES completed the sale of 5 million yuan a day, in 2013, it created a performance of 172 million yuan, ranking the first in clothing category.

In addition, ONLY and VERO MODA also rank the forefront of e-commerce women's clothing sales promotion every year. According to the statistics of Taobao's 626 major promotional data released by Taobao, the billion power network found that on June 26th, women's clothing ranked first in women's clothing in terms of turnover of 41 million 530 thousand yuan, while OLNY ranked second in sales of 27 million 230 thousand yuan in Vero. For men's wear, JACK&JONES also ranks second in sales of 17 million 850 thousand yuan.

The key to the transformation of circulation lies in the transformation of supply chain.

In an interview with Nanfang Daily, Ma Gang, an independent commentator in the footwear and apparel industry, an observer for retail information and e-commerce, said that closing offline stores and developing online channels has become a major trend in the apparel industry.

There is a big challenge in the transformation of the supply chain. The transformation of the supply chain includes all the systems under the online and offline businesses. At present, the domestic enterprises rarely do this. The transformation of the supply chain takes two to three years to do so, including the Metersbonwe we have seen. Online and offline integration, online inventory and store inventory can actually be shared, and now many enterprises can not do it, truly forming a reasonable online and offline, and now remain at the level of thinking, talking about and achieving a long distance to go.

Similar to the view, O2O analysis expert CEO billion yuan net Huang Yuan Pu said in an interview with the media that the managers of traditional clothing enterprises still do not realize the importance of the Internet, and still do not have the Internet thinking. Business managers either overly value O2O or attach too much importance to it. O2O is the future trend, but we can not blindly follow up because of this wave. We must break through the bondage of our own experience and knowledge system, absorb more elite troops, transform our thinking and find the right direction.

More industry analysts pointed out that mobile terminal shopping is a new trend, not only for business enterprises, but also for offline clothing brand development of electricity providers to provide new ideas and channels. Inevitably, online and offline conflict is a problem that every traditional retailer will encounter in the process of electronic commerce. The distribution of interests is relatively simple, but the online and offline mode is easy to involve the interests distribution of different channels. Even if the franchisee is willing to unify the price, the online order interest attribution has become a factor hindering the transformation of enterprises. O2O needs to get through online and offline, and the rational allocation of interests is a difficult problem on the road of enterprise transformation. Whether we can handle it reasonably is the key to whether O2O can succeed in enterprise transformation.