2010 Min Faction Fashion New The Heaven Sword And Dragon Saber (2)

The past and present of Fujian style clothing and department stores

Not long ago, Seven wolves Signed with thousands of department stores to become strategic partners. It is reported that after that, thousands of department stores will have seven wolves in the development area. Although this is a case, in the industry, this indicates that Fujian style clothing is closely related to department stores.

During the vigorous development of Fujian style clothing, it has always had an incomparable sense of love for department stores. Fujian clothing and department stores are like lovers. They should have held hands earlier, but for various reasons, they can only stop talking. Having a large number of consumer groups is the biggest reason for Fujian clothing to love the department stores. The high attitude and high button points of the department store have made it impossible for them to stop.

With the increasingly established position of Fujian style clothing in the past two years, the Department Store channels began to favor Fujian style clothing. Throughout the past, the reasons why most of the Min style clothing chose the shop floor also reflected the fact that Fujian's entry into the department store was doomed to be a difficult and lasting battle. Tracing its origin is that the brand reputation and product quality of Fujian men's menswear are yet to be improved.

　　 Min style Menswear "Love hate hatred" with department stores

As a channel of consumption, department stores are undoubtedly a very important channel for apparel enterprises. Because it has gathered a large number of passenger traffic, and in some good shopping malls Department building channels, can help the brand to establish an image, to achieve double harvest of performance and image. In the past ten years of the development of Fujian style clothing channels, although Fujian style clothing also loved the Department Store channels, it always loved and hates it.

"Most of the real shopping malls, Fujian men's men can not enter." This is the fact that Mr. Adu and many other marketing directors have unanimously stated that in their description, the shopping malls of first tier cities and super first tier cities can not be seen as Fujian garment enterprises. "First, they feel that the brand of Fujian is of low grade and poor quality. Secondly, the shopping mall pays attention to Ping efficiency, and the price of Fujian brand is not going to go. Shopping mall is wasting resources." Emperor Shu Mingyou explains why the Fujian faction has been away from the A-class shopping malls in the first tier cities (a is the highest level of shopping malls).

The weakness of brand and quality has led to the fact that there are few brands that can be developed well in department stores. The price system of Fujian style clothing also makes many brands have to abandon department stores. Among them, the most typical is the strong tyrant men's clothing, "our strength is the floor shop, because the price system of the powerful tyrants is not discounted, and the department stores often have holiday sales and other various names of discount promotions, so they have to give up stationed in department stores." There is a feeling of helplessness among general manager of the Fujian branch of Jin Ba man, but Lin Ju insists on this.

At present, many Fujian faction Apparel enterprises In the face of conflicting prices between department stores and floor shops, they usually choose two. That is to say, in the area dominated by floor shops, it is almost impossible to enter the shopping malls, and in the areas dominated by shopping malls, the floor shops will be avoided as far as possible. "The price system of products is the biggest conflict point between shopping malls and shops." Li Wenbi, director of marketing at HG, pointed out that once the price of the product is high, the consumers of the floor shop are unwilling to accept it, and the shop floor can not be discounted every day as the shopping mall does, because it damages both image and profit. Once the price of the product is lowered, the store can only be sold at a loss. Therefore, most of Fujian's business and leisure shops are mainly based on floor shops, and they are usually stationed in shopping malls only to establish brand images in important strategic areas.

Behind this price system, the menswear men's clothing is hated and there are complex checkout methods in shopping malls and slow shopping in some shopping malls. "Today's shopping malls are very sophisticated. They are not only fooling consumers, but also manufacturers are flickering, changing tricks to check out with us." Insiders pointed out that even enterprises were confused and confused by the changing checkout methods. The slow return of shopping malls is even a drag on an enterprise. The famous "love flower" company was dragged to death by shopping malls. "Some shopping malls account for six months, with a monthly calculation of 150 thousand, which is nearly 1 million in half a year. That is to say, enterprises need to pad 1 million of capital at one point, which is undoubtedly a nightmare for most enterprises. Mr. Lin talked.

Based on the above, the mood of Mun men's malls today is very complicated for shopping malls. They want to grasp the trend of opening up shopping malls and obstruct the rules that can not be broken, so they have to take a step by step in the mood of love and hate.