Volkswagen of apparel personalized and differentiated pursuit, let Tide brand clothing quickly take the heat in the local consumer market in recent years, more and more brands and terminal shops also been added to the Tide brand among war.
But the pursuit of the consumer market, did not let the tide in a well-known brand for many years of 任博琳 brand development for the future is full of expectations. “In a few months, our existence is an unknown brand.” Ren Bolin told reporters.
Stir concept and product unmarketable, the new brand was born and the old brand continues to shut shop, apparently holds many lessons for the local tide brand development is the most realistic portrayal.
Play Tide brand first burn
In 任博琳 view, lead to the development of its service brand was hard most direct reason is money.
“In fact, at the end of 2012, we closed nearly half of the shops, in addition to these shops is not making money, we had the financial strength and operational capacity of the terminal is not sufficient to support the many shops.” Ren Bolin told reporters, fast shop for brand damage is far more than that, “because the shop too much too fast, resulting in our supply chain of the control is not enough, there are some problems in terms of product quality.”
This phenomenon is not a case of the Tide brand, local original Tide brand navel in development is also facing the same problem.
Brand navel main reason people Gawain Zhe told reporters, also experienced a lot of navel shop stage of development, at the peak of brand development, belly button up to open nine stores, but later rental pressure because the high operating costs and, ultimately have shut shop.
Currently, Gao Wen Zhe idea of operating a physical store also has changed, “I’m thinking is that in the future we can do a good job as long as the next three shop online you can, focus on good products and experience, will do fine physical stores do. ”
Indeed, the high cost of commercial channels on the development of the original wave of cards is indeed not a small burden.
“Tide brand itself attributes to determine its cost in the channels open up. Tide brand’s prices are generally relatively high, buying groups also have a certain economic strength, there are those who chase fashion trends, these people generally when shopping will choose fashion trend core business district, shops rent these lots will generally higher. “Division Manager Wang Zheng China Dongxiang Group RDK development pressure on the tide brand in the local market, emotionally, he is currently responsible for Robe Di trends in China Kappa (referred RDK) brand business, in operation for RDK brand process, allowing him to recognize the importance of the channel and supply chain resources to brand building, and these need to have a lot of capital investment can be achieved.
“China is advancing its trend channel construction, has carried out more than 100 million yuan of capital investment, RDK is also relying on the advantages of channel resources, it greatly reduces the cost of spending on the channel to open up.” Wang Zheng told reporters.
And for most of the lack of large groups and consortia funded the original Tide brand, they have to face development pressure is clearly more than that.
“In addition to the high distribution costs, many start-ups Tide brand because of orders is too small, and even plants are hard to find.” Wang Zheng told reporters that the lack of resources makes a lot of influx of brand and channel link in the supply chain consumed high costs, and ultimately transfer to the terminal market prices are high, they are on the original tide brand in the healthy development of the domestic market caused a lot of pressure.
“A few years ago, I have seen some original Tide brand in Guangzhou, many now have disappeared, replaced by a new wave of brand.” Wang Zheng said.
For survival situation original wave of cards, Gawain Tetsuya admitted to reporters on his understanding of the local original Tide brand, most brands are not the founder of Tide brand as its main source of revenue, “they usually have other sideline as support, we actually have the same hobby belly button is purely a product of our team, our main business is his own design company. “Gao Wen Zhe said.
The road to commercialization local original Tide brand has also been tough go.
Business paradox Tide brand
Tide brand NOP original founder Liu Shuang in August issued a document that would end stage entrepreneurs, the reason for the end of the brand operations, Liu Shuang said, NOP this three and a half years, do not outstanding but not too bad, its the biggest problem encountered in brand growth.
“The growth in the previous 18 months NOP is satisfactory, but after 18 months of growth did not meet our expectations, 2013 growth year on year in 2012, only about 30%, and the view from the first half of this year has not been significantly improvement. “Liu Shuang said.
Wang Zheng in view, Tide brand to achieve profitability, with the development of other clothing categories without any distinction, first must achieve large-scale production, “In the apparel industry, there is no benefit of scale.”
It has also become a lot of original Tide brand in the short term reason to shop quickly. But relying on the strength of the brand unilaterally, to support operations from a large number of shops, there is no solid phase support resources and strength is difficult to achieve effective management operation.
At the same time, the local business environment, nor does it provide a good environment for the development of original designer brand.
“Now the high fees some high-end shopping malls, while the original Tide brand if not too strong financial strength, it can only get a very bad position, which regardless of the brand’s sales or image promotion, can not play a good role in promoting . “Gao Wen Zhe told reporters.
Wang Zheng deeply identity, he told reporters: “China’s current commercial channels or principal tenant of the mode of operation, charge exorbitant funds to the brand stores, which start-up brand development caused a lot of pressure in a foreign country, a lot. shopping malls have their own buyers, they will regularly select some brands of goods were bought out, or between the characteristics of the brand to cooperate with it to start development of the brand will provide more choice and development space. ”
Faced with the current business environment, the Tide brand for money in terms of seeking to join the wave of brand integration with the agent or shop for cooperation seems to be a more viable option. However, the reality is not so.
“If the Tide brand choose to cooperate with buyers shop, can really save a lot of costs on to open up channels, but buyers shop as a commercial shop, and its choice of products, they tend to pick hot welcomed by the market models, so they often choose the product and do not represent the cultural and spiritual tide brand to convey, to the influx of brand development is not a good thing. “Wang Zheng said.
The traditional agency model to join in Wang Zheng Tide brand seems to be not suitable to apply. “Tide brand to perform well, it must be talk about the culture and spirit of the brand, but the majority of Chinese dealers do not have such qualities, it is difficult to be a good wave of cards in the terminal market operations.”
In this regard, Tetsuya Gawain said, “Joining the agency is actually an investor, they conveyed Tide brand philosophy and culture and not do too much to understand, focusing on return on investment, but the current market is in a local Tide brand growth, and the target audience is relatively small minority, so in the short term return on investment is difficult to meet the needs of agents, so I think the start of the tide brand is not suitable to go this route, which is a kind of harm brands and agencies . ”
Meanwhile, Gao Wen Zhe believes that through rapid influx of brand shop to advance the commercialization of its Tide brand with the concept itself is conducted contrary. “Tide brand has always been a focus group of minority populations, highlighting self-personality and spirit, if filled with people who are wearing the same style clothing brand that Tide brand will lose their uniqueness.” In this regard, tide brand from where to find the exit?
Tide brand outlet
In Gao Wen Zhe opinion, native Tide brand to develop, build brand culture and atmosphere of the tide is crucial. “Tide brand development needs atmosphere, in addition to building business climate, the cultural promotion and publicity Tide brand, increase consumer awareness of the Tide brand, not just the wave of cards as a closet ‘swap goods’ to buy, is to promote the development of tide brand in the local market of the key. ”
And looking and brand match culture, has become an important consideration navel make development decisions in recent years, but also the belly button to select exhibitors CHIC-YOUNG BLOOD (referred CYB) trends show the reason why.
“CYB brings together many famous Tide brand, the show’s Tide brand is very strong atmosphere, through the exhibition allows us to reach a lot of the latest pop culture, understanding peer trends, combing our own development and have a clear future direction a great help. “Gao Wen Zhe told reporters.
In addition polymerization Tide brand, creating a wave of brand culture outside, CYB Tide brand is also exploring the development of a more conducive business model. 2015, CYB will be fought in Shanghai held in the form of CHIC (China International Clothing & Accessories Fair) exhibition exhibition exhibition debut, whilst maintaining their own independent personality, but also to maximize the docking between CHIC rich business resources.
The CYB fought in Shanghai, but also for the future development of the Tide brand to provide a broader soil development. “Shanghai is one of the most fashionable cities in China, gathered a large number of buyers of local shops and integrated shop, compared to Beijing, Shanghai Tide brand culture is more intense, there are more like Tide brand, understand Tide brand culture consumers. “CYB person in charge of the show, the show moved to Shanghai organized, will be more conducive domestic front tide brand in the market were examined for their own development, but also for the tide brand butt market provides a more favorable environment.
At the same time, show organizers also holds many lessons for the business model Tide brand development, actively Tide brand display mode for exploration and innovation. During CYB next year, the organizers will select several distinctive brand concept store in the form of centralized display, to help tide brand to find the most appropriate terminal display image. Faced with the lack of good business status quo Tide brand resources, show organizers also launched the “multi-brand stores Conference”, inviting Wanda Plaza, Wangfujing Department Store, Pacific Lane, Joy, Lynx and other channels platforms involved, and strive to help local tide brand landing markets.
While in the current market, the development of Tide brand will also face many difficulties, but with the support of the concept of changing consumer and industry platforms in areas such as resources, Wang Zheng believes that the future development of the market for Tide brand will become increasingly favorable.
