2010 Brand Business: The "Confrontation" Position Of Business Enterprises Is Rising?

In past impressions, the status of national clothing brands in domestic department stores is not high, and the relatively high sales contribution is far from enough.

However, judging from the actual situation, the national brand actually 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%.

It is difficult to enter stores and high cost. All along, when it comes to department stores, domestic clothing brands are always full of complaints, and they always think that domestic department stores do not give local brands opportunities.

Recently, the gradual promotion of "famous products into famous stores" may open a breakthrough for this 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.

Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association, believes that domestic brands account for a large proportion of their overall sales no matter what kind of department stores they are in.

Especially in the middle and high-end brand department stores and community department stores, most of them sell national brands, and most of them support their sales performance.

Even in the boutique department stores, the most popular and well sold brand is national brand.

The survey shows that, in several famous department stores in Beijing, the contribution rate of excellent brands from different domestic brands to their sales performance is also less than 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%.

In Seth, the contribution rate of the domestic women's clothing brand to its overall sales performance is 45%, the contribution rate of the domestic men's wear brand is 54%, and the contribution rate of the domestic children's clothing brand is 42%.

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, in 2009, sales of white-collar workers amounted to 26 million 600 thousand yuan, and sales in department stores were completed under the influence of the financial crisis.

In previous years, the sales of white-collar workers in Yansha mostly exceeded 30 million 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.

For example, in the central shopping mall, the top part of jewelry sales is a local jewelry brand in Nanjing.

In a sense, the lack of brand in China is the lack of ability to maintain brand and expand brand share.

In fact, behind this reflects the rapid growth of domestic brands over the years.

At present, a number of domestic clothing brands have strong strength in terms of brand influence, reputation and market performance.

Take Shenzhen women's clothing as an example, a number of Shenzhen women's wear brands with department stores as the main sales channels, the annual sales have exceeded 1 billion yuan mark.

Mass Phil, a leader like this, has broken the impression that "Southern brand sales are nothing but the Yangtze River". It has become a well selling and influential brand throughout the country.

There are people in the department store industry who believe that the mainstream business among brands will be a rule.

A big judgement to support this view 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 further expand, 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 more storeys designed to sell designer brands or more distinctive brands in the US.

Messi's department store, a famous chain department store, mainly sells all kinds of brands in the United States.

Although the first floor is widely used to sell cosmetics and luxury brands in Europe, it is still the brand of Japan in its men's and women's wear floors.

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 brands in Japan and Korea.

But in the next 10 years, it will be a 10 year and a very important 10 year for China's department store industry to continue to flourish.

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. "

Executives at a department store in Beijing made such judgments.

If this is indeed the case, it will add a footnote to the golden 10 years of Chinese clothing.