Famous products speed up in famous stores
In the past impressions of many brands, the status of national brands in domestic department stores is not high, and the relatively high sales contribution is far from enough.
However, judging from the actual situation, this is not the case. At present, the national brand really carries the banner of sales in the middle and high-end department stores, and takes the main force. Even in the high-end boutique department stores, the overall contribution rate of the national brand to its sales is no less than 30%.
What is "famous brand" and "famous shop"?
It's difficult to enter the store, and the cost is high. All along, domestic brands have always been complaining about introducing into department stores, and are always used to think that domestic department stores do not give local brands opportunities. The gradual advance of "famous products entering famous stores" will open a breakthrough for entering the shop problem.
The so-called "famous shop" refers to the DMC and Jinding department stores selected by the Ministry of Commerce in the process of grading and grading work carried out by domestic retail enterprises. There are hundreds of department stores that meet these two standards nationwide.
These hundreds of qualified department stores can be subdivided into several categories. One is boutique department stores, one is high-end brand department stores, the other is community type department stores. In fact, in the evaluation process of the first batch of Jinding department stores, it was evaluated according to the two categories of boutique department stores and high-end brand department stores.
There are 8 Jinding department stores in Beijing market. Among them, Yansha friendship mall, Seth shopping center and contemporary shopping mall were elected as boutique department stores, while the remaining 5 department stores belonged to brand Jinding department store. Due to various considerations, the classification was abolished in the second batch of Jinding department's evaluation process. However, in the process of promoting "famous products into famous stores", considering the connection between department stores and brand positioning, the classification of boutiques and high-end brand department stores is still adopted.
Another type of community department store is an important direction for the future development of domestic department stores. At present, many department stores in the US market are community department stores. For example, many branches of Messi's department store are open in the community. This kind of general store has a relatively large area and good business performance.
And "famous brand" refers to the national brand with considerable popularity in China.
Generally speaking, these brands have a certain reputation in the domestic market, and have formed a certain share in some regional markets and even the national market. They have a certain market influence and have a reputation in the corresponding target customers. In the future, they have great potential for development.
Sales force of middle and high grade and community stores
The actual investigation of the operation status of many department stores in Beijing shows that the actual situation of national brands in domestic department stores is not as bad as people think.
Fan Yanru, Deputy Secretary General of China general merchandise business association, pointed out that in fact, no matter what kind of department store, the proportion of domestic brands in their overall sales is relatively large. Especially in the middle and high-end brand department stores and community department stores, most of them are based on sales of national brands, most of which are still famous brands in China. Even in the boutique department stores, the most popular and well sold brand is national brand.
According to the survey, in some famous department stores in Beijing, the contribution rate of excellent brands from different domestic brands to their sales performance is over 30%. In the contemporary shopping mall, blue island mansion, Cui Wei building, Gan Jia Kou mansion and other different types of department stores, this situation is highlighted. Even in the high-end boutique stores such as Yansha and Seth, the proportion of national brands accounted for 30%. Only in this way, the sales share of different categories is different.
In Seth, domestic Women's wear The contribution rate of brand to its overall sales performance is 45%. Men's wear The contribution rate of brand is 54%. Children's wear The contribution rate of brand is 42%, while the contribution rate of domestic food brands is 40.68%. However, the contribution rate of domestic cosmetic brands is zero, which has lowered the proportion at one time.
In Seth, Women's wear Brand white collar sales in 2009 were 15 million yuan; Mass Phil's sales amounted to 9 million 200 thousand yuan; orpheo's sales volume was 13 million yuan; Notting Hill's sales volume was 3 million 600 thousand yuan.
In Yansha, the sales volume of white-collar workers in 2009 was 26 million 600 thousand yuan, which was still completed in the department store under the influence of the financial crisis. In previous years, the sales of white-collar workers in Yansha exceeded 30 million yuan, and the sales volume of Mark Chang brand in 2009 was 9 million 600 thousand yuan.
In fact, in most department stores in the country, the best seller and the top seller in Nanjing are always domestic brands, a senior executive at the central shopping mall said. In the central shopping mall, it ranks among the top selling jewellery brands and a local jewelry brand in Nanjing. In a sense, the lack of national brands in China is a lack of determination to create brands, maintain brands and expand brand ownership.
Behind this, it has also reflected the rapid growth of a number of domestic ethnic brands in recent years.
At present, a number of domestic brands have strong strength in terms of brand influence, reputation and market performance. In Shenzhen Women's wear Take brands as an example, a group of Shenzhen with department stores as the main selling channels. Women's wear Brand, annual sales have exceeded 1 billion yuan mark. Mass Phil, a leader like this, has broken through the people's impression that the sale of the southern brand is nothing but the Yangtze River. For the domestic market Sell well, have considerable influence brand.
It can be found that, unlike 10 years ago, a number of excellent domestic brands are now in a strong position in the process of cooperation with department stores.
The main trend is law.
A big judgement is that in the next 10 years, with the further enhancement of China's economic strength and the further expansion of China's cultural influence, a number of domestic brands will also become bigger and stronger. The international influence of a number of local brands with Chinese characteristics will also be enhanced, and the internationalization process will also have substantive breakthroughs. In this process, the contribution rate of local brands to local department stores will also be further expanded, and will eventually occupy an absolute leading position.
In fact, in the department stores of developed economies such as Europe and Japan, domestic brands occupy a leading position. In department stores in the United States, there are usually one or several floors for sale in the US. Designer brand Or more distinctive brands. Messi's department store, a famous chain department store, mainly sells all kinds of brands in the United States. In Japan's famous department store, Edan Dan, although the first floor is generally used to sell European cosmetics and luxury brands, but in its male, Women's wear On the floor, the Japanese brand is still supporting its rich products. Some high-end department stores in Ginza, Tokyo, such as ho Guang Department store, do not even see the signs of western international brands. They only sell all kinds of high-end brands in Japan.
"At present, there are still a large number of international first-line brands in China's department stores, including Japan and South Korea brands, but in the next 10 years, China's department stores will continue to grow vigorously for 10 years, and also a very important 10 years. Over the past 10 years, China's local department stores will be more closely united with China's local brands to form their own core competitiveness.
China's local brands will occupy an important proportion in domestic department stores, and will occupy a larger share of sales. This is a big judgement and will bring a new round of development opportunities for Chinese department stores. " During the interview, executives from a department store in Beijing made such judgments.
And this will become the real support for accelerating the activity of "famous products entering famous stores".
