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2011年,国内服装品牌竞争依然激烈,不得不加速转型升级,并以“精耕细作”的内涵式增长转变,这就是多品牌战略,“多品牌”的大趋势必然使大量新品牌涌入商场。商场有两种选择:其一,来者不拒。商场的多品牌战略最大的好处是能满足不同人的需求,上百成千个品牌里必然有消费者喜欢的某几个。同时延伸出另一趋势,商场不再只是卖衣服的地方,更是集吃喝玩乐于一体的MALL,在商场能呆上一天。其二,调整原有品牌构架。由买手部门考察市场,淘汰不适合的,吸纳符合定位、利润空间大的新品牌。那么,由此引发了下面我们所谈到的几个话题:多品牌、买手制和综合化。
In 2011, the domestic clothing brand competition is still fierce, had to accelerate the transformation and upgrading, and “intensive ” connotation growth change, which is multi-brand strategy, “multi-brand ” trend is bound to make a large number of new brands Into the mall. There are two options mall: First, those who do not refuse. The biggest advantage of multi-brand shopping malls strategy is to meet the needs of different people, hundreds of thousands of brands inevitably have a few consumers like. At the same time extending another trend, the mall is no longer just selling clothes, but also eat and drink in one of the MALL, can spend the day in the mall. Second, adjust the original brand structure. Examined by the buyer department market, out of suitable, to absorb the positioning, profit margins of new brands. So, which led to the following topics we talk about: multi-brand, buy hand-made and integrated.