The Love And Hate Of Min School And Department Store

Not long ago, Fujian brand seven wolves signed a strategic partnership with thousands of department stores.

It is reported that after that, thousands of stores will set up special rooms for seven wolves.

This is a case in point, but in the industry, it indicates that Fujian style clothing is closely related to department stores.

stay

With the increasing popularity of Fujian style clothing in the past two years "

love and hate

As a channel of consumption, department stores are undoubtedly a very important channel for clothing enterprises.

Because it has gathered a large number of traffic, and in some good department stores to establish channels, can help the brand to establish an image, to achieve double harvest of performance and image.

However, in the past ten years of the development of Fujian garment channel, brand clothing has always loved and hates the department stores.

"Most of the real shopping malls, Fujian men's men can not enter."

People in the industry say 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 is about flat effect, and the price of Fujian brand is not going to go, shopping mall is wasting resources."

Shu Mingyou, director of marketing, explains why the Fujian brand has been away from the high-end shopping malls in the first tier cities.

The weakness of brand and quality has led to the fact that there are few brands that can develop 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 name discount promotions, so they have to give up the stationed department stores."

Lin Ba, general manager of Fujian branch of Jin Ba man, said.

At present, many Fujian clothing enterprises often face "two choices" when facing the price conflict between department stores and floor shops.

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, the marketing director of Shishi fashion leisure brand HG, said that once the price of the product has been set 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 product price is fixed, the store can only sell at a loss.

Therefore, most of the business and leisure in Fujian is still dominated by ground floor shops, which are usually located in shopping malls only to establish brand image in important strategic areas.

Behind this price system, Fujian men's clothes are also troubled by the complex checkout methods of shopping malls and slow return of some shopping malls.

"Today's shopping malls are very sophisticated, they not only fooled consumers, even manufacturers are flickering, changing tricks to check out with us."

Some people in the industry say that even businesses are confused by the ever-changing way of checkout in the mall, or even the wrong ones.

Slow shopping malls, but also can drag a business, then very famous "love flower" is pulled back by the mall.

"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.

Said the man.

Based on the above, the mood of Fujian menswear is very complicated to the department stores. They want to grasp the trend and expand the channels of shopping malls, and are unable to break the rules.

deeply attracted and attached to each other

Although the road is hard, but in recent years, Fujian clothing has made brilliant achievements in the domestic men's wear market, and the department store industry is also impressed by it.

For example, thousands of department stores signed with seven wolves, and 65 department stores will be developed in 3 years.

In such a huge development plan, clothing plays an important role.

It is understood that thousands of department stores will sign hundreds of brands and become strategic partners.

To this end, thousands of department stores responsible for frequent contact with garment enterprises, in addition to seven wolves, but also signed the HG.

In addition, not long ago, the ninety-eighth China footwear trade fair and the "famous brand entry" docking exhibition was held in Shanghai, attracting many department stores to purchase, attracting the attention of many clothing and sporting goods companies.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, once said, "it should be said that the rapid growth of domestic shoes and related clothing industry is equivalent to the rapid growth of the domestic department store system.

For example, many shoe companies, clothing companies and department stores have strong capital support for their own development through capital markets.

Both sides have the need for development and there is room for cooperation. "

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On the one hand, the department stores put out olive branches; on the one hand, clothing enterprises are eager to win the huge channel of department stores.

"Consumers, especially consumers in the north, are increasingly reluctant to go shopping when they are very hot and cold, so the consumption pattern of general merchandise will become a trend."

Lin Shi Ti said.

In addition, Lin Zhipan, head of the Fujian branch of Fu bird bird's Menswear, believes that the frequent discounts of all kinds of department stores have led consumers to think that shopping malls are a place of great value for money. They even keep their consumption needs waiting for the sale discount of shopping malls.

At the same time, the increasing rent of land shops has made brand enterprises more and more difficult to bear, so they have to turn their attention to department stores.

Based on this, there are two cases.

One is a number of growing brands that use the market channel as a springboard.

"We will use the characteristics of low investment in the early stage of the department store, first spread out some outlets and open the popularity of the brand, and then slowly turn to the development of the shop."

Lei Ma's deputy chief Xu Chao Li said that Lei Ma's shopping malls account for 70-80%, and another is a stylish fashion casual brand. Many of these brands themselves are positioned more high-end, and they also need promotional effects of shopping malls.

Hu Jiuming, manager of the market, says that only 20% of the floor shops are in the city. Li Jinhong, the brand director of mascarini, also said that mcarasini is a shopping mall as the main channel.

How to crack the "ten year itch"?

Since Fujian clothing and department stores are already interested in Lang's love and concubines, the two sides should consider more about how to support each other after marriage.

After all, these 10 years of rapid development of Fujian's clothing terminal channels are also 10 years of entanglement with department stores. How to run in and eliminate the "ten year itch" is the real solution.

In the meantime, some new views have emerged in the industry. Some of these views have already been adopted and are being tried.

For example, many people in the industry believe that a new sub brand can be run to avoid the problem that the original product price can not be raised.

Among them, Saint wolves, which began operating a few years ago, can be regarded as an attempt.

Saint worth is the high-end brand of the seven wolves. The designer's brand is currently only operating in the mall. The high starting point and high location of Saint worth make the seven wolves have the opportunity to enter the high-end shopping malls in the first tier cities.

In addition, shopping mall is also a very important form of the department store industry in the future. "Consumers can eat, drink, shop, and entertain in it. This is the future trend of consumption, and the degree of recognition of consumers is relatively high."

Lin Shi said that the original price system of Jin BA was doomed to be unable to adapt to general merchandise stores, but this did not affect the trend of shopping mall in the future.

Because in shopping mall as a shop, basically do not participate in the discount of the mall, with greater autonomy.

At present, the general department store as a "sewer" of inventory is also a response to some enterprises.

"Since there must be some consumers who are accustomed to shopping in the mall, we must not waste it.

Now that shopping centres like discount, we can allow inventory products to participate in discounts.

This practice is also very common in big names such as JACK&JONES.

A company official said.

In fact, any kind of business mode is not absolutely good or bad, only suitable or unsuitable for the development of enterprises.

Although today's department stores are the mainstream terminals, in the same year, only by rapidly developing agents and franchisees, and quickly occupying the commercial mode of the terminal, can we achieve the prosperity of Fujian business casual men's clothing now.

Only after having plates can enterprises have the opportunity to face the problem of how to pform.

The rapid development of the year made it difficult for Fujian men's clothing to accumulate time to accumulate the brand's depth, and to a certain extent, it also gave up the high demand for product quality.

This has become a fatal injury to the development of department stores in Fujian style menswear.

The price system is indeed the key point, but it is not the key to some high-end brands because these high-end brands have strong brand appeal and trustworthy quality.

This makes department stores in a confrontation with them in a weak position, so they have to yield.

That is to say, in the activities of shopping malls, brands do not promote sales. These high-end brands have the final say.

Therefore, for men's clothing in Fujian, it is necessary to occupy a place in the department store, but not to be a facade, but to make money in real earnest. The most fundamental thing is to make consumers more dependent on your brand and trust your quality. Only in this way can you become the leading role in the shopping mall.