Recently, following the opening of “community customization stores” in Shanghai and Beijing, BONO Tailor, a business attire brand under the Baoxiniao Group, opened another tailor-made store with an area of more than 100 square meters in an office building in Shenzhen. Once open, consumers can order a suit during their lunch break. Ding Ding, general manager of BONO Group’s wholesale business center, believes that this “good neighbor” store opening model not only wastes costs, but also eliminates consumers’ sense of distance, while also greatly saving shopping time for consumers in office buildings. In fact, in recent years, children’s clothing brands such as Wenzhou Balabala, as well as some casual wear, underwear and other clothing brands have already begun to try this way of opening stores that is closer to consumers. Casual wear brands such as Metersbonwe and Semir have even opened brand stores in higher education parks.
Market segmentation creates new sales models
Starting two or three years ago, Balabala children’s clothing began to open image stores in mainstream department stores and prosperous business districts, with options. Open stores selectively in some local school districts and communities, and directly open stores where target consumer groups gather to provide consumers with convenient services. At present, although many school district stores and community stores have lower costs, they have achieved impressive results because they are more targeted and bring more convenience to consumers. Brands do not need to be superior. It is important to consider the convenience of consumers when establishing channels. As the purchasing power of consumers increases, clothing stores can open like convenience stores without necessarily entering high-end shopping malls. ——Xu Bo, general manager of Balabala Children’s Clothing Co., Ltd.
Starting from the needs of consumers is the key to success
Regarding opening a tailor-made shop in an office building, it not only saves the owner’s time , transportation expenses, in terms of cost, it is not comparable to that of high-end shopping malls and mainstream business districts. Existing high-end customized clothing stores are generally opened in prosperous suburbs, high-end shopping malls, hotels and other commercial areas. Nanjing West Road and Huaihai Middle Road in Shanghai are the gathering places for high-end customized clothing stores. However, the rental cost alone in high-end shopping malls and office buildings differs several times or even more than ten times. At the same time, if you are in a mainstream business district, if you want to customize a set of clothing, you will have to make at least two or three trips (selecting materials, customizing, and picking up the goods). However, in an office building, you only need to use your lunch break. For consumers, The time cost and transportation cost are also greatly saved. ——Ding Feng, core general manager of BONO group wholesale business
New attempts are more targeted
Whether it is a community store or an office store, all clothing brands have diverse sales channels As a manifestation of globalization and a new attempt, brands must choose channels that suit them based on their different positionings. However, this more targeted way of opening stores brings more convenience to consumers, as well as more considerate and close services.
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