2010 How Does The Local Women'S Wear Brand Become The Main Force Of The Shopping Mall?

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 the sales of medium and high grade department stores.

What is "famous brand" and "famous shop"?

It's difficult to enter the store, and the cost is high.

All along, domestic

The so-called "famous shop" refers to the Ministry of Commerce aiming at the domestic market.

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.

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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, 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%; the contribution rate of the domestic children's clothing brand is 42%; the contribution rate of the domestic food brand is 40.68%; however, the contribution rate of the domestic cosmetics brand is zero, and this ratio is reduced at once.

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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.

Take the women's clothing brand in Shenzhen 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 through the impression that "sales of the southern brand is nothing but the Yangtze River". It has become a well selling and influential brand throughout the country.

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.

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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 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 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".