Quanzhou build clothing "aircraft carrier"

Recently, a more than 1,000 square meters of clothing life museum officially debuted in Fujian Province, according to informed sources, the store's investment in the store up to 20 million yuan, called the clothing "aircraft carrier".

The reporter learned that, like these superstores, Lilang currently has no less than five, and Jiumuwang has also opened a number of stores before it is listed. The company, which is preparing for listing, has also stepped up its efforts to open superstores this year. "Shop" has become a new field in the field of men's brand companies in Quanzhou; as early as two or three years ago, seven wolves began to force more than 1,000 square meters of superstores, and now there are about 10 such stores.

The super-large "aircraft carrier store" is not only large-scale, but also the selected location is generally a prime location in a first-tier city, and the input price is naturally high. Is it profitable to invest so much? Lin Liwen, director of the Lilang (China) Co., Ltd. retail management center, revealed that it is difficult for such a large store to make profits. Generally, it is necessary to open many small stores to support living. But why should it be built? The main reason is to increase the ability to radiate to the surrounding markets and increase the influence in the local market. On the other hand, it is to suppress competitive brands. This is the reason why the so-called “shop bullying customers”.

Although the "aircraft carrier" shopping environment is good, many styles, but an industry source revealed that some shops in the operation also has many problems. On the one hand, the Purchasing Service's services can not keep up, and there are many goods. The Purchasing Guide's familiarity with the goods is not high, and the shops are large. The speed of finding goods and obtaining goods at the warehouse often leads to loss of some customers. On the other hand, there are Insufficient goods, to support more than 1,000 square meters of shops, the style of the goods to be complete, although the seven wolves launched family outfit, but this is not the mainstream after all, it is difficult for parents and children to love a child. In this view, it is not the greater the sales of goods, the more choices the customer will face, the harder it is to start. In addition, the person thinks that the location of the store is very important. The customers who enter the store are generally customers with certain spending power. As the car becomes more and more common, the brand owner must consider the problem of customer parking.

In Lin Jinwen's view, a brand's store configuration has a proportion of problems, generally 150 square meters to 250 square meters is the main profit shop, should account for more than 60%, this store is easy to find, low investment, the possibility of survival . The other 30% should be stores under 150 square meters, 10% is more than 500 square meters, and 1000 square meters is only a very small part of the top of the pyramid.