Li Youcheng, chairman of Youngor Group Co., Ltd., said: "The most important thing to do in apparel is the brand and channel, and the core of the most valuable and viable business lies in the channel." In this period we look to the menswear industry. Why lock the scope of observation in men's? This is because, for nearly two decades, the strategic approach to brand and channel walking has been practiced in the menswear industry. Most of these men's brand names have had a simple, extensive manufacturing history, they operate on the initial operation of the brand, the channel of thorns and the temptation also accompanied. This change if the manufacturer brand to the channel brand to generalize, perhaps too general. But if it comes to ZARA, H & M, fast-fashion representatives who talk back to people, or new sales routes that have given birth to e-commerce in the industry, there is an indispensable part of its success model: Dig and play. Talking about channels, in fact, far away from the channels of an industry brand group rise, first of all thanks to a regional industry gathering. Even Jin Ba men's vice president even found that such an interesting phenomenon, the early days of reform and opening up returned overseas Chinese also brought imitation of clothing styles, Jinjiang people washing their feet field also launched a number of batches of card-making movement, which A region created a Rimula, Qiong licensing, seven wolves, Jiuhe Wang, love and so on brands are concentrated in this area. In the area of ​​Jiangsu and Zhejiang Provinces, more and more suits are mainly made of suits, and this area is formed by the casual menswear industry. In the continuous card-making campaign, even in the same regional brand camp also has its own product subdivision positioning to Jinjiang clothing, for example: seven wolves POLO shirt colorful, Qipai Chungli collar by Jet Li endorsement, Jiu Ran Wang claiming to be West Pants experts, while Jin Ba is focused on jackets. However, the development path of each brand in the channel has a high degree of similarity. From the beginning to do wholesale, turn in faster turnover cycle to change the mode of circulation, the establishment of the general agent system, the introduction of distributors, the development of franchisees, to increase direct ratio, optimize dealer channels, generally so. The logic behind this path is: Compared with the international high-end brands entering the Chinese market one after another, the above-mentioned mass market positioning of domestic brands determines that the price increase will not have much room to float. As a result, with the brand positioning up and the price goes up, in order to achieve the endogenous growth of the brand is unlikely. As a result, it is reasonable to expand rapidly through channels to achieve epitaxial growth. This is not difficult to understand, the domestic clothing brand enthusiasm for the store's exhibition shop. The top two camps in the top brands, stores (counters) have reached the basic number of more than two thousand. However, after a period of rapid expansion, the financial turmoil has more or less left these brands to calm down. On the other hand, fast overseas fashion representatives such as ZARA, H & M have also brought ideological shock to domestic entrepreneurs . It can be said that the channel control and operation, far in the channel. First look, ZARA is how to do? First of all, ZARA are very fond of Pong big, to pick LV as a neighbor, is also open a large store, style is small, but the category is very full. And the high percentage of these stores is direct, in order to guarantee its control, but also means that their profits also rely on these big stores to achieve good. Second, ZARA offers its customers "Affordable Fashion" success thanks to its full supply chain management and IT system applications that support rapid response in the supply chain. The main function of IT system is to ensure the timely and smooth communication of upstream and downstream information. In the ZARA chain stores, IT systems have been deployed to each store, each store has its own invoice, for example, the French shop receipts and Italy is not the same store. The store manager is responsible for checking the sales of goods in the store, and then ordering to headquarters based on the needs of the next week. The headquarters aggregates this information via the Internet and sends it to production and delivery in the Spanish factory. If you say that the information system, you only say the right half, the complete answer is the effective combination of information systems and business. In order to ensure synchronization with the fashion, continue to develop new styles, rapid introduction of new products, ZARA who lead time (that is, from product design to sales shelves time) for effective control. According to relevant information, ZARA lead time is 15 days, H & M lead time as fast as 20 days, while the domestic garment enterprises usually lead time of 90 days -120 days. Do not forget them, this group of insecure guys in this period we are in contact with the case, you can also see the two camps are optimistic about the channels for the trick. Younger started subtraction. Terminal "mixed", gave Youngor brand image has brought great damage, which Youngor has always wanted to go the high-end line does not match, so Youngor decided to cut the retail terminal from 5000 to 2000 the following. Direct and affiliated stores to expand, we are doing. But there is still the possibility of optimization. Septwolves began to try to direct the management philosophy and mode, copied to the franchisee dealer-based shops. In the rapid response, these brands will continue the model of product display + order, Rimula believes that as long as the establishment of an efficient market reaction mechanism, this model is not bad. There are also good news bird acquisition Rio Tinto custom market, will also set the word fashion business men in the first head, shop and ground shop with a combination of customized attempts. It is too early to cheer for the channel changes of these brands, but these groups of pioneers are still very restless.