Sanfo Outdoor Announces: Change Expansion Plan To Reduce Shop Opening

In recent years, because of the sluggish industry, tradition

Companies have reported news of closing down due to a slowdown in performance.

Sports brand with continuous growth in performance

It has not been "spared". Although its plan for expanding its shop has continued, its pace has slowed down considerably.

Sanfo's outdoor announcement announces that its expansion plan will be changed due to the continuous rise in the construction and operation cost of the physical retail store.

Sanfo outdoor said that in recent years, great changes have taken place in the outdoor retail market. Taking into account the rapid growth in the proportion of e-commerce channels, coupled with the continuous rise in the construction and operation costs of physical retail stores, the company decided to reduce the number of shop opening appropriately, and open more large flagship stores, enrich product categories, and provide more interactive and interactive experience space.

At the same time, in recent years, the business pattern of the city has changed greatly. There are many new business circles emerging, and the influence of some of the old business circles is decreasing. Therefore, the location of the shops should be changed accordingly.

It is understood that the core of Sanfo's outdoor adjustment store planning is to further tap the market potential on the basis of maintaining the existing store resources, open 13 new outlets directly through leasing mode, increase the depth and breadth of market radiation, enhance the scale of operation, expand the influence of brand and enhance profitability.

The company will set up 8 flagship stores and 5 standard stores. Among them, 4 direct flagship stores were planned to open in December September 2016, and 4 locations in Beijing, Wuhan, Chongqing and Daqing will be set up.

In May 2017 -2017, in September, 4 direct flagship stores and 5 direct run standard stores were planned to be opened, including 8 cities in Beijing, Shanghai, Nanjing, Hangzhou, Hefei, Taiyuan, Tangshan and Jilin.

According to insiders, 16% of the consumer products are sold online, compared with 1% only 5 years ago.

The display effect of physical store (that is, shoppers Browsing Goods in the store, but through other channels including online channel purchase) is especially obvious for 30% of consumers. They will browse in the shop and use mobile phones to do research, and only 16% of them choose to buy this product at the store, so the store is not only a channel for trading, but also a display function.

In the view of these people, the current business model has shifted from brand marketing to customer led "pull" mode. Whether technology progress or Internet is based on consumption change, it promotes the popularization of technology and new consumption. Consumers are carriers and promoters, and the mode and trend are the key to the future development.

It is understood that Sanfo outdoor chairman Zhang Heng said in early July this year, the main reason for the closure of the company's stores is too small shop area, poor operational efficiency.

Sanfo is now taking the overall operation mode, combining electricity suppliers, large events, regional group procurement and development.

Sanfo currently has 16 stores in Beijing, and its coverage is very high. In the future, if new stores are opened, they will consider running a franchise store for running products. In Shanghai, there are only 4 stores and there is still room for coverage. In the future, it will consider opening a medium-sized franchise store.

It is worth mentioning that the layout of Sanfo outdoor marketing network is mainly around Beijing. In the future, the company will take Beijing as the core and radiate other key cities throughout the country, focusing on the northeast and East China.

In addition to core cities and key areas, the company will expand the marketing network to the whole country in a gradient manner, and guide the future development according to the actual development of the marketing outlets in various regions, so as to enhance the market share of the company in various regions.