Dongguan Shoe Enterprises Enter The Department Store And Encounter Four Puzzles.

The sales of Dongguan goods are unimpeded, while some of them have encountered some confusion in the process of selling to the domestic market. Recently, the "dialogue Dongguan" national brand and the China department store summit held in Dongguan, Dongguan enterprises vomited "bitter water" and came from all over the country. Department store The person in charge suggested that Guan enterprises should accurately identify the market and customer needs, identify their location and appropriately enhance brand awareness, and be familiar with and adapt to the rules of the store, and choose the layout of the whole country. market 。 At the meeting, Dongguan chain also said it would be very good at Dongguan products.

Perplexity 1: the transformation of Dongguan goods is hard to go on the road of domestic sale.

Whether it is Dongguan clothing or shoes, its export path is very smooth, with shoes as an example, Dong shoes occupy the world. market The share of 70%, while the proportion of sports shoes is as high as nearly 1/4, but in domestic sales, it is rather staggering. "At that time, we opened up the domestic market, starting from a professional point of view, ignoring the market positioning and the docking of shopping malls." Yin Jiqi, chairman of Dongguan Qisheng footwear industry, said that most of the competitors entering the department store were world-class brands, which were "very difficult" when they first entered.

Guo Xiaoping, chairman of Dongguan Huahong shoes industry, said that the shoe industry has expanded its domestic market since last year, and has opened stores and flagship stores, but flagship stores have basically lost money, while stores in chain stores are generally profitable. He said, how to taste its taste, domestic enterprises are still "primary school students", of course, "domestic sales is our biggest confusion."

Confusion 2: there is a lack of access between Dongguan and chain stores.

As far as market expansion is concerned, part of Dongguan expresses more sales through professional exhibitions. Usually, international exhibitions in foreign countries have good results in export sales, while domestic professional exhibitions are mostly regional, and the stimulating effect on domestic sales is not too large. Especially in connection with chain stores, "lack of proper channels".

Guo Xiaoping said that there is always an effective communication link between producers and retailers. "We hope that we can have a platform for direct docking between suppliers and consumers."

Puzzle 3: Hidden hidden rules in admission chain stores

Some of the companies that try to sell at home say that Dongguan has strong manufacturing capabilities and is in line with international trade transactions. But when I returned to the domestic market, I encountered many "hidden rules" in consultation with chain stores, such as admission fees, parking lot fees and so on.

"When the one hundred stores in Guangxi just opened, they tried to attract us in the past. We gave a lot of support to the market, and we did attract a good passenger flow." A business owner said, but the Department Store popularity flourishing, but in the adjustment of its "adjustment" out.

Puzzle 4: should chain stores be differentiated?

At present, when chain stores introduce goods into the market, they value the "buying phase" of the merchandise, and are very fond of the brand that has the market consumption power, which makes some brands of the stores look a little bit the same. Should chain stores should also pursue differentiation and give other brands a foothold and development space?

"Innovation is needed both in business and in shopping malls, although innovation requires certain risks." Guo Xiaoping said that today's chain stores have serious homogenization of admission brands, mostly monopolized by big brands, and whether department stores should try to differentiate themselves and support the development of national brands.

Weapon 1: identify the market and customer needs

Zhou Ping, general manager of Beijing Gan Jia Kou building, believes that there are still a lot of work to be done in connection with the domestic market, because there is a certain difference between domestic consumers' acceptance of styles and prices and foreign markets, and marketing methods are different. She suggested that Dongguan first understand what domestic consumers need and how large the market is, and study carefully the operation mode of shopping malls.

Weapon 2: identify yourself

Zhou Ping believes that the encounter of Guan enterprises is mainly that they have not found a good channel to enter chain stores. After all, the location of department stores is very professional, and different stores have different positioning.

"From our statistics, there are more than 800 high-end department stores in the country, and there are more than 2000 department stores with a certain scale, but there are many levels in department stores, which are high-end, fashion and public."

Chu Xiuqi, President of the Chinese Department Store Association, said that in the name of famous brands, the market has decided what kind of brand to enter. This requires Dongguan producers to locate accurately. Generally speaking, the story of Cinderella and Prince Charming is not easy to happen. {page_break}

Weapon 3: enhance brand awareness

Huang Yonggan, chairman of the Nanning department store in Guangxi, said that it is necessary for the Dongguan to enter the department store to enhance the public recognition of the brand, so that there will be a market.

Gao Yilin, deputy general manager of Guang Bai group, said that although wine is not afraid of deep alley, Dongguan enterprises should also be good at publicity, do well in brand promotion and maintenance, and let them constantly appear in the eyes of consumers, so as to make them better understand and accept. The head of chain stores from Chongqing, Tianjin, Shanghai, Nanjing and Shenyang also suggested that Dongguan should work harder to enhance its brand awareness.

Weapon 4: be familiar with and adapt to the rules

As far as the rules of store game mentioned by Guan enterprises are concerned, many chain store stores responsible persons say that shopping malls also need efficiency, having their own brand selection rules and implementing the last knock-out system are normal, and the enterprises should be familiar with and adapt to the relevant rules.

"Every industry has its own rules of conduct, which is the same in all parts of the country, otherwise the industry will not be able to move forward," said Gao Fei, director of Dongguan Tian He department store investment promotion center.

Voice: Dongguan chain will be strong.

After the financial storm hit Dongguan, WAL-MART joined hands with the municipal government to launch a "domestic guidance project for export oriented enterprises" to help Guan Rio expand its domestic market. Carrefour has also intensified its close cooperation with local suppliers in Dongguan. Its annual volume of local purchases in Dongguan has nearly doubled.

Reporters in Dongguan Tianhe department store found that women's clothing and footwear accounted for about 20%~30%, while the imported brands of Dongguan Hai Ya and Dongguan Tianhong were still mainly Guangzhou, Shenzhen and central China, East China and international brands, but the proportion of Dongguan goods also increased.

The above said that in the future, the procurement of clothing, wool textiles, footwear and toys will gradually increase in Dongguan. But Chu Xiuqi, President of the Chinese Department Store Association, thinks that the first thing is to occupy the central city in the layout of the nationwide chain stores, and then enter the two or three tier cities. Therefore, it is still necessary for Dongguan to enter the Dalian lock department store. However, the enterprises should strengthen their domestic marketing and do well in the sales and marketing team building so as to kill the whole country when the time is ripe.