Cai Yingde: Brand Is Closely Related To Shopping Malls.

Today, with the increasingly fierce competition in the Chinese clothing market,

Zhengzhou Denis department store officially opened in November 16, 1997. It is a retail business group affiliated to Taiwan Dongyu group, which combines department stores, hypermarkets, convenience stores and logistics centers. It is also one of the two pilot retail stores selected by the State Council in the whole country, with a total area of 320 thousand square meters, ranking the same industry in Henan Province, and won the title of Henan's "outstanding foreign investment enterprises" and Zhengzhou's "advanced unit for comprehensive benefits of foreign-invested enterprises". In 2002, it entered twenty-fourth stores and seventy-second stores in China's retail chain.

In 2005, the turnover exceeded 2 billion yuan, ranking the first place in Henan's department stores.

As a head of shopping malls with many years of experience in brand management, general manager Cai Yingde has unique insights into the relationship between clothing brand agents, clothing brands and large department stores.

He said that at present, more than 50% of the sales of large department stores come from clothing products, and joint marketing with department stores has become the most important sales channel for clothing brands.

In China's various apparel retail formats, the retail sales of large department stores are about 70 billion yuan, accounting for 38% of the market share of the town, accounting for 27% of the total sales of clothing. Therefore, department stores also attach great importance to clothing and clothing products.

Therefore, the relationship between clothing brands and department stores is a kind of interdependent relationship.

Department stores are traditional shopping places in China.

In general, the elimination system will be implemented in the shopping malls, and the counter with poor sales will be withdrawn from the shopping mall and some new brands will be introduced.

Many manufacturers want to put their hopes on the relationship between buyers and sellers in order to enter the shopping mall.

In fact, the competition in the clothing market will eventually rely on strength and win by brand.

After the brand enters the market, the performance is not good, and the sales volume is delayed. It will be listed as a "blacklist" and will also be faced with the danger of being eliminated.

The quality of the brand itself is high and sales performance is high, which is most important by consumers.

General manager Cai Yingde believes that brand agents play an important role between brand manufacturers and shopping malls.

He said that in the era of brand entry, the quality of brand enterprises and their agents has been improving. If individual agents can not meet the needs of brand and market development, they will be eliminated from the market.

From this perspective, brand agents need to learn to improve their business level from multiple aspects, enhance market insight, and strengthen innovation awareness and service awareness so that they can stand out from their peers.

Speaking of the views of Zhengzhou and even Henan's clothing agents, Cai said that brand agents can be divided into three categories: competent and pragmatic; the middle regulations are the same;

A competent and pragmatic agent knows a lot about brand, and has strong brand awareness and strong sense of management. They not only know the brand they are operating, but also understand the local situation very well and grasp the core of retail.

All aspects of operation, from commodity layout to distribution, have their own ideas, and can form a reasonable "price band" on the chain of their own merchandise operation; second types of agents do exactly what the manufacturers require, but they do things very hard, but they lack their own thinking and choice. If a brand fails to succeed, they will quickly change and do another one; those agents who do not know what they know basically do not know how to operate, nor do they understand the brand they are running. They think that managing clothing is a profiteering industry. They should earn money if they feel rich, so they can squeeze into this line, so that they may be eliminated by half a half year.

He believes that the overall situation of Zhengzhou's clothing agents is relatively good, of which 30% of the competent and pragmatic type can be accounted for, while the 60% of the rules and regulations are 10%.

That is to say, at least 10% of the brand agents are deficient in some aspects of their operation.

In some other provincial cities, the proportion of third categories of agents may reach 20%-30%.

Cai said that the middle and high-end brands with personality are not simply sold products, they can not be sold for sale, but they should inject cultural content into sales. This is also an important part of considering an agent's operation of high-end brand capabilities and qualities, and only in this way can he do well in the brand.