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Cai Yingde: Clothing Brand And Shopping Malls Depend On Each Other For Win-Win Situation.

2010/12/7 15:26:00 74

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Today, with the increasingly fierce competition in the Chinese clothing market, large department stores are increasingly becoming the "through train" for clothing brands to achieve high sales performance.

How to deal with the relationship between clothing brands and department stores and realize the win-win situation of both sides has always been a topic of concern to the industry.

Recently, the reporter interviewed Cai Yingde, general manager of Denis department store in Zhengzhou, Henan.

Zhengzhou Denis department store officially opened in November 16, 1997. It is a collection of Taiwan Dongyu group.

Department store

The retail business group, which is one of the 320 thousand retail businesses of the Taiwanese department stores selected by the State Council in the whole country, has a total area of about seventy-second square meters, ranking the same industry in Henan province. It has won the title of "excellent foreign invested enterprises" in Henan and "advanced units of comprehensive benefits of foreign-invested enterprises" in Zhengzhou. In 2002, it entered twenty-fourth retail chains in China and 100 stores.

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 are from clothing products, and joint marketing with department stores has become the most important marketing 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.

commodity

Variety, quality assurance, good after-sales service, high business reputation, occupy the status of the first channel of China's clothing marketing; on the other hand, the division of department stores has become increasingly obvious.

Take Zhengzhou Denis department store as an example, they take the introduction of top domestic and international brands as the development goal. Foreign high-end clothing brands and domestic designer brands enter the high-end market, enhance the image and efficiency mode of shopping malls, display the unique shopping environment and service culture, attract and serve the high-end consumer groups.

As the preferred shopping mall for women, there are only 134 women's clothing brands in Denis's department store, with an area of 15000 square meters, including the most representative ones, such as KLOVA, PORTS, ON&ON, JORYA, Pinky&Dianne, MOISELLE, ELLASSAY, FRANCO, LUXMAN and OTT.

Cai said that different brands have different positioning, and shopping malls also have their own positioning.

Brand choice shopping malls, shopping malls are also choosing the direction of development and their matching brand, this is a two-way choice process.

There are many kinds of shopping malls in the market now, but it is not profitable to enter the high-end shopping malls to benefit the brand.

Therefore, the shopping malls that enter the clothing brand selection must make a correct judgement on the basis of careful analysis. It is necessary to carry out brand positioning, determine the grades of the shopping malls to enter, and analyze the floor structure of the shopping malls, such as where the counters can be located, where they are located, and which brands are adjacent to each other, so as to fully reflect their brand value, and so on.

In general, the elimination system will be implemented in the shopping malls, and the counter with poor sales will be withdrawn.

Market

And introduce some new brands at the same time.

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.

Therefore, brand agents must have a commercial cell, a business minded person and a dedicated spirit.

For example, the proportion of goods, in general, 20% of the goods to create 80% of the performance (in Zhengzhou should be 30% and 70%), 30% of the catch up, you can earn money.

But it is not a commodity that sells more than anything else, but is good at making "anticipation". Otherwise, if the goods are sold well before they are added, then the goods will be lagged behind, and the sales season will be missed.

To do these things requires you to have cells to operate, to endure hardships, and to understand all kinds of information, not only market information, but also cultural and social information.