Is The Rental Market Suitable For Chinese Market Demand?

For the clothing industry, the rise and fall of commercial real estate is an important wind vane to reflect the trend of social consumption.

Keen to see what the next prosperous commercial real estate channel is, is a garment.

The key to being able to follow consumer demand and to create a fashion is also the largest in Japan.

The operation of group Cross Company.

Ishikawa Yasuharu, global president of Cross Company, thinks that the future physical stores will become Show Room, while young people will become more and more fond of renting clothes, and operators will have to respond at any time.

C stands for CBNweekly and Y represents Ishikawa Yasuharu (Yasuharu Ishikawa).

C: in the 20 years of Japan's economic stagnation, how to develop a clothing company to the whole

Largest scale?

Y: during that time, the size of the Japanese clothing market has shrunk by 15%. How did we succeed? First of all, we will choose the corresponding location strategy according to the demand. There are mainly 3 kinds: facing the department store, taking the high-end line, facing the Shopping Mall, taking the middle end and the parity price line, facing some fashion shops, and developing the market according to the needs of the young people.

Combined with the positioning of shopping malls to their own consumer groups, we will do brand development and setup.

The key to success in Cross Company 20 is to be aware of the next channel for prosperity.

Secondly, we will train shop assistants and salesmen.

In the clothing industry, service quality is often ignored.

The training and training of salesperson and salesperson in service quality make our VIP customers more and more.

Although we all talk about the quality of service, there are two points in the competition. One is the meticulous degree of service such as smiles. The two is the front-line workers as the property of the company, not the cost of the company.

Most of the front line workers in Japanese clothing companies are informal employees or contract workers, and most of our employees are regular employees.

The third reason is high input in publicity.

C:Cross Company recently announced its pformation into lifestyle.

As a clothing company, why do we need to make such adjustments and changes? Is it because the number of physical shops is nearly saturated?

Y: rather than the saturation of the shops, it is better to say that because of the changes in consumer behavior, we have a new understanding of the location of the physical shops.

Speaking of why we need to pform from the clothing brand to the lifestyle brand, first of all, people are now buying from the shop directly and developing it to buy online.

Because of this, physical shops can no longer be restricted to the sale function, but rather provide more value-added services to customers and do something special in experience and mood.

For example, store the store as a holiday theme, provide a special night business in the store, and then decorate the shop into a starry look. These are ways to make the store look new.

In the future, the store will pform to Show Room (showroom).

The quality of shop assistants will also become one of the reasons why customers choose physical stores.

It is easy for shoppers to feel free to choose online shopping. But if the salesperson is the specific practitioner of the lifestyle philosophy advocated by the brand, TA may become the object of customers' expectation. Customers will want to talk with TA. This kind of communication experience is an important aspect of the entity store from online shopping.

C: how do you see the market prospect of garment leasing? How far is it sustainable?

Y: for example, few people will buy CD now. Most people will download it from iTunes and other Internet channels.

Future clothing may also have this tendency to rent clothes from shops, just as we usually wear clothes from brothers and sisters.

With the change of social environment, there will be such a clothing rental market in the future.

Leasing is a new business mode.

People aged 30 to 40 buy new clothes, 20 to 30 years old buy new clothes or second-hand clothes, while 10 to 20 years old young people may choose to rent clothes.

Customers spend 30% of their clothing on the price of new clothes and keep them for a period of time, or spend 10% to 20% of their money to rent new clothes and keep them for some time. These clothes are sold in an ancient form after a few leases.

Because the mid end clothing has been involved in the discount, so the success of such a mode can completely recover the cost.

But logistics, maintenance and recycling methods still need to be explored.

At the same time, it also needs a powerful platform which is better than the current online shopping experience.

And whether it is suitable for the Chinese market, we will conduct further analysis and investigation.

Only in this way can we meet the needs of different groups of people.

At present, the clothing industry has not yet met all the market demand, so such an attempt is possible, but it is necessary to repeatedly verify the possibility of implementation.

Our current practice is to select 30 people from VIP customers to do sample survey tests, and then solve the problems during the test, and then formally start.

Ishikawa Yasuharu is the global president of Cross Company.

Cross Company is Japan's largest women's clothing group, and Asia's fastest growing clothing group, with 19 brands.