Disputes Over Home Textiles Competition (1)

Shopping malls have always been a lot. Home textile brand Most of the sales channels with mixed emotions are already in the shopping mall, and others are still wandering outside. They are hesitant to take the path that most brands are taking, and bear all the joys and worries they bring, or stick to their own path. However, for Physical sales For example, the road is nothing more than opening a brand store. Obviously, the road is not commodious and bright enough to realize the dream of brand expansion.

The difference between selling products and selling brands

The advantage of the shopping mall is obvious, and the shopping mall plays a leading role in the sales of the brand. This is also the reason why the major brands have to go to Beijing Cui Wei mall. Cui Wei mall always ranks first in department store sales, so many brands believe that as long as they enter such a shopping mall, they will surely make profits. Gao Keping, deputy general manager of Shah shark International Group Co., Ltd., Hongkong, said: "the difference between selling brands and selling products is to enter stores and open stores. Brand own stores usually open in two or three line cities, the quality of salesmen is generally not high, and consumers are only concerned about whether the products are cheap. In the mall, many brands are put together, consumers are compared, there are many factors that affect the popularity of the brand, and consumers are just shopping at the mall with the brand, so the store sells the brand.

During the interview, Gao Ke Ping also said: "entering the shopping mall is the only way for the brand to go ahead. Now there are shark shops in 20 provinces of the country, of which 15% are direct stores. For shark, it is the only way to enter the mall. Of course, the sales performance of the brand store is pretty good. This is also due to the brand positioning. Shark is a very personalized brand, which also makes its consumers love and hate. Its love is its bed character with distinct personality and unusual fashion. In today's serious homogenization, differentiation is equivalent to fashion.

Entering the shopping mall only chose one kind. channel Instead of stepping into the safe, differentiation can help brands stay in the market for a long time under the premise of ensuring the quality of products. Shopping malls are different from their own stores. The counters in the mall are small, and there is not enough room and stage for decoration. Therefore, it is very difficult to highlight the brand characteristics with external factors. If the product's own characteristics are not obvious, there is no difference from other brands, so it is easy to be ignored by consumers in the shopping malls. Besides, because of the brand aggregation and the comparison of consumers, the service of special counters is particularly important. Gao Keping believes that if the terminal service can be promoted to the cultural level and guided by consumers, even if the decoration is not featured, it will not affect the sales of the brand. This is the power of brand. Once deeply rooted in the hearts of the people, it will give consumers a sense of trust and dependence.