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Disputes Over Home Textiles Competition (2)

2010/7/13 10:43:00 20

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Helpless to force out

New channel

Apart from the small counters, simple decoration, and no brand characteristics, there are still some problems that have been enduring pain in the hearts of brands and dealers.

Yang Jun, the dealer, said, "who doesn't want to enter the shopping mall and save himself from advertising again?" but it's too difficult to enter the shopping mall. Not only do we have to pay the parking fee, but also we have to cooperate with the activities of the mall without any conditions. Now the mall is doing activities all over the clock, but many brands can only raise their prices.

Yang Jun also mentioned, "once a customer showed that she was on a business trip to a small city and saw a set of bedding items priced at 399 yuan, while the original price of the same brand product sold in the halls of Beijing shopping mall was more than 700 yuan, and it would be 500 yuan after the discount.

We are also very helpless for such a situation. The fees charged by the shopping malls can only be spread to products. In today's fashion, we are "being raised".

Gao Keping also said that there was department store's last knock-out system in the shopping mall. If it did not match the activities of shopping malls, it would be in a discount sale period and lagged behind other brands, because consumers would always choose discount products.

If the brand is at the end of the sales volume, the store will not renew the contract after the expiration of the contract.

In fact, the brand is in a very awkward position. Choosing a shopping mall is subject to shopping malls.

Quite a lot

brand

The person in charge said in the interview that they would prefer to have third choices, that is, the aggregation of brands, and not so much trouble.

Now it seems that such a wish has been realized. By the end of April, the yucca dream home life Museum in Beijing was opened. This is the first sales platform in Beijing, which is built by home textile dealers. The living hall attracts many home textile brands and will realize one-stop shopping for home life.

In fact, this model has already appeared in the consumer market, such as IKEA, Illinois, HOLA, and so on, but they do not focus on home textiles.

Sales category

Instead, it is a collection of furniture and other daily necessities.

Huang Qi Ge, general manager of Shandong Taifeng home textile company, said: "many brands have separated their brand positioning from product positioning in order to enter shopping malls, especially high-end shopping malls. The brand positioning is high-end, while the actual products are low-end. In order to make the brand have a good image, it can enter the high-end shopping malls, and businesses deliberately produce several high-end products, the selling price is higher than 2000 yuan.

And when these brands come in, they find many problems, such as management system and technology can not meet the requirements, most products do not meet the needs of consumers, and the profits of brands are difficult to guarantee.

Now, the home living hall such as Yucca dream offers a new choice for the home textile brands who are hesitant to enter the shopping mall.