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Changle Road Designer Road Is Still Very Long.

2010/8/30 21:09:00 55

Four years ago, the designer clothing store opened by Hongkong entertainer Edison Chan settled in Changle Road, Shanghai.

Designer

Shop on the road.

Two years ago, the American media Herald Tribune predicted that Changle Road would become the next fashion capital.

Now, reporters have found that more and more designer shops are evacuated from Changle Road.

After a reporter's investigation, there are three reasons for the withdrawal of designer shops, namely, the rent is too high, the cottage is rampant, and there is a lack of promotion.

A serious analysis of the three reasons is a fundamental reason - decentralization of property rights.

Because the property right is scattered, so the landlord has a psychological comparison. You can rent 20 square meters to 20 thousand yuan per month. What can I rent to 10 thousand and 5? It is not surprising that the rent is increased from 10 yuan per square meter per day in 2008 to 30 yuan now.

Because property rights are scattered, landlords will not be too strict as long as tenants are willing to pay.

It is not surprising that a tenant is the first to recover the cost.

Because property rights are scattered, landlords only want to rent, do not seek development, and will not "package up" for the overall packaging promotion.

Designer shop is the process of design concept industrialization.

Consumer

We can not simply think that this is a good designer, but this is a designer with commercial value.

I believe that many designers want to be able to produce their own products and become one of the masters and entrepreneurs of Dior, Versace and Valentino one day, or become the chief designer of such a big group.

Undoubtedly, this is a road with high elimination rate. From this perspective, the withdrawal of designer shops can only mean that they are eliminated by Changle Road.

Because designer brand production is very small, it is impossible to reduce the cost through scale effect.

clothes

More than 1000 yuan has become the cost price. Consumers with a certain ability to consume can hardly agree with the products of designer shops, but are more interested in genuine history and many consumers.

On the other hand, clothing itself is a very difficult industry, because there are many differences in seasonality, size, color and fabric. There are many problems in the production plan of clothing itself.

Even with the design of potentially popular clothing, lengthy supply chains and unreasonable inventories may drag down the company.

Most famous brands in the world rely on products such as bags, belts and so on, which are very limited in size and are suitable for wide application, and products with low production costs such as perfume and cosmetics make up for the huge investment in clothing.

And these are too far away from the designer shop.

It is not the designer shop that has no way to go.

For example, the price of Changle Road is close to the price of Nanjing East Road commercial circle. Because of the huge difference of people's flow, retail sales can not be maintained.

Can it be seen as a merchandiser's buyer's location, or the purchasing channel of a large garment company, or even a cooperation platform with clothing production group?

As a wholesale channel and display window, maybe a new path can be found.

Of course, the protection of intellectual property rights also involves the problem that designers may have to give up their brand temporarily.

But temporarily giving up small brands is for future potential dual brands (two brands of designer brand and group brand) and the ultimate brand.

We also hope that there will be large groups to support these designer shops. For convenience, we will give examples to large real estate groups.

If large real estate groups are willing to invest in designers like investing in Chinese football, designer shops will flourish.

If large real estate groups are willing to attract other business development through investing in movie theaters, it is also possible to keep a certain shop area for designer shops.

If there are many applicants, large groups can be recommended by intermediary agencies such as trade associations or Yaohao.

So the property right is clear, only rent is not sold, and in order to prevent sublease only take the form of short rent, the designer shop in Changle Road can easily be avoided.

From the perspective of the most utilitarian fostering of tax sources, the designer shop still lacks the early stage of market operation, and the government can support these designers through non market means.

For example, a unified service platform can be established, which can reduce land rent in a certain way, give tax relief, give guidance funds to support, tilt the household registration policy, or support indirect support by festivals.

Some of these means have been done, and some are brewing.

If we open up our horizons, we will find that in some areas such as Guangdong, where garment processing industry is concentrated, the government is promoting the brand processing industry, which is mainly made up of foreign trade orders.

How to make designers and garment factories really come together is also a topic that all governments need to cooperate in.

To be sure, any help from the government can only be "help one" and "push one".

The real way of marketization is to design the designer himself.

Many designer brands will die out quickly, some will become small brands with a certain scale and customers, and a few will probably become big names.

But we should also see that even the world-class brands have a life cycle.

So it's not a big card that counts. You create a unique dress, someone appreciates it, someone has already dressed it.