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Analysis Of Mcglaughlin And Other Clothing Brands Winning By Channels

2010/9/30 11:22:00 79

There are such a few.

Chinese clothing brand

They have made a new way to integrate the inconspicuous circulation goods into a brand, and become a well-known clothing brand. They are hot air, Mcglaughlin and the newly rising OUMOSHOP modern wardrobe.

They are fashion

Apparel industry

Another way to create a fast fashion (FastFashion) mode is to spread rapidly among consumers.

Though they are fast fashion, what are the similarities and differences between hot air, Mcglaughlin and OUMOSHOP modern wardrobe? What inspiration do they bring to Chinese clothing brand? Let's find out the answer from their development process.

Hot air (HOTWIND) can be said to be a pioneer of foreign trade shops.

At the beginning of the hot air, it is a typical Cinderella. Its products are low-end shoes with no brand or small brands.

It belongs to the typical circulation goods, channel goods and foreign trade goods.

Goods

It is the mainstream of the wholesale market, and the competitiveness of products is obviously "congenital deficiency".

The unique feature of hot air is to make the "congenital deficiency" make up for the day after tomorrow, and enhance the added value of the product through the brand operation of the channel.

Nowadays, the hot wind is everywhere in the shopping malls and crowd gathering places in Beijing. It has become the fashion tide brand that the majority of consumers are admired by the cool decoration style, the complete variety of goods, the price and the quality and the good performance price ratio.

Hot air from the original "fake" shop to today's well-known fashion retail brand has to admit that it is a qualitative leap.

Mcglaughlin and hot wind coincidences were founded in 1996 in Shanghai, Mcglaughlin from the original single directory mail channel gradually evolved to today's catalog mail order, website, entity store, telephone direct sales cross channel sales mode, Mcglaughlin spent 13 years.

Generally speaking, traditional clothing enterprises are trying to provide some low-cost online sales methods through the Internet, such as H&M, UNIQLO and so on.

However, Mcglaughlin did the opposite thing. He tried to do the Internet B2C from a catalogue mail order clothing company, then made a clothing store for offline entities.

From the initial location of the market in small and medium-sized cities and rural areas.

After the failure, they went to e-commerce and directory resources, deepened direct marketing, and finally returned to the current multi-channel cross selling mode.

Hot wind and Mcglaughlin have all gone through such a long period of development, and gradually formed a retail mode that meets the needs of consumers quickly and popular parity. Compared to OUMOSHOP, it is definitely a new person. The rapid development of OUMOSHOP modern wardrobe has absorbed two predecessors' experience and lessons, which fully proves that the idea of "channel winning and terminal being king" is extremely correct. Although this view is well known, many enterprises have not yet fully understood the "gold content".

Of course, the success of the OUMOSHOP modern wardrobe has another important "public factor": China's huge clothing and apparel production capacity provides ample supply and sourcing space for OUMOSHOP modern wardrobe.

Guo Hanru, CEO, OUMOSHOP and C&J brand holder and operator of Mato company, said: "OUMOSHOP modern wardrobe is positioned as a channel.

No one is bad at making brand names. Everyone is too bad to make brands.

We also hope that we can concentrate our efforts on doing well the channels, and we must be friends of factories instead of enemies.

Unlike hot air and Mcglaughlin, OUMOSHOP modern wardrobe is fast fashion.

Lane Bryant

Chain stores are the two or three tier cities, and we hope to provide more fashionable and cheaper products for those areas with less developed clothing information.

Take these three stores as an example, let's share the common points of this clothing brand retail store.

Multi channel

Multi brand: these three brands are multi-channel and multi brand roads. Such advantages are obvious, for the quality of products, the ability to control, the style to the finished products, the fast delivery capacity and so on, so that hot air, Mcglaughlin and OUMOSHOP modern wardrobe can improve the replacement rate in the fastest time, that is, increasing the popularity of products.

The fundamental success of hot air, Mcglaughlin and OUMOSHOP modern wardrobe is that they have grasped the essence of the industry, conformed to the current social situation, and also conformed to the current and future development trend.

Price strategy: hot air, Mcglaughlin and OUMOSHOP modern wardrobe are cheaper in the same grade brand.

According to expert analysis, M style society, extravagant wind and complex demand have made hot air, Mcglaughlin and OUMOSHOP modern wardrobe.

In the future, there will be more countries entering the M society and the middle class will be greatly reduced in the future. This makes people more demanding on the price of clothing, and parity becomes a big demand. Luxury is blowing among young people, and many people are pursuing thousands of luxuries at any cost. But not everyone can afford it. Hot air, Mcglaughlin and OUMOSHOP modern wardrobe have opened up another space for those who pursue luxury goods. The demand of consumers for fashion is always improving. Complex demand requires hot air, Mcglaughlin and OUMOSHOP modern wardrobe constantly updated styles, and constantly bringing forth new ideas. People also want their clothes to be "distinctive" and "unique". Nowadays, many countries such as the United States are already M type societies.

But the most important thing is price.

Especially when the price of OUMOSHOP modern wardrobe is slightly lower than that of hot air and Mcglaughlin, it also invites excellent designers at home and abroad to join in, and designs a large number of "non replicable" classic costumes.