The Department Store Industry "&Nbsp"; Fujian Clothing "Fishing Profits".

This year's Christmas and new year's day are two families.

Having a large number of consumers is the biggest reason for Fujian clothing to fall in love with department stores. However, because of the high attitude and high deduction of department stores, Fujian style clothing can only be deterred.

But in the past two years, Wanda's thousand department stores have been the typical large chain department stores. They began to sink and spread all over the world in the two or three line markets of Fuzhou, Quanzhou and Jinjiang.

Similarly, Tianhong and other emerging mid-range department stores have sprung up in the two or three line market.

Can the Department Store enter the two or three line market, can it bring opportunities to the Fujian style clothing? How to grasp this opportunity and expand the sales volume and increase sales volume?

Department stores "rush" to the two or three line Market

This Christmas season, no matter whether the weather is cold or cold all over the country, the popularity of local shopping malls must be steaming.

The reason is that all the shopping malls have pulled out the promotional war, and they have tried to think out a variety of promotional programs, which make the consumer come to the department stores.

Each 198 yuan to send 200 yuan voucher, 200 yuan for 460 yuan for time limit consumption coupons, 1 yuan to change 2.5 times voucher...

Although these schemes seem to be sounding, but in the game between department stores and consumers, consumers demand more and more discounts, which makes every department store have to "lose money".

These promotions, which have to be carried out and are getting lower and lower, are reacting gradually to the fact that the national large chain department stores have already entered the two or three line market in an all-round way, and have begun to intensify competition input to win the market.

It is a fait accompli for the department stores to compete in the two or three line market.

Take the Fujian area as an example, it is reported that in the middle of December and last week, there were two international department stores in Shimao department store and two thousand department stores in Wanda Plaza, which were stationed in Fuzhou.

Among them, thousands of department stores flooded into Fujian, not only sinking into the two or three line market such as Quanzhou, but also entering the county-level city such as Jinjiang.

It is reported that Tianhong Department store, which is the national chain, will also open two stores in Quanzhou and Yongan.

Department store insiders believe that in China's vast land, the two or three line market is the real big market, and only penetrate into the two or three line market, the department store brand can rapidly increase.

"Tier cities have relatively strong spending power, so large chain stores often develop first tier markets first.

However, as commercial real estate rises in a large area in the two or three tier cities, department stores, as a supporting form of commercial real estate, are increasing.

Xue Xiaoqin, planning director of SM Plaza, said.

Li Yu Feng, marketing director of the company, said that the growth rate of department stores has been higher than that of other retail formats.

Similarly, Mr. Lin, a clothing industry insider, also believes that with the present process, department stores will soon blossom in the two or three line cities.

Fujian style clothing usher in opportunities

The full blossom of department stores in the two or three line cities is undoubtedly a good news for the garment enterprises that also want to expand the marketing disk.

In fact, Fujian style clothing has been a long time for department stores.

As the resources of floor shops are less and less, and the average rent of ground floor rents in the core business circle is soaring by 3 years, the brand enterprises feel the pressure is becoming more and more unbearable.

And one-stop shopping department stores can avoid these cost problems, and its square property format has a strong appeal. Wherever it goes, it can often gather popularity. Therefore, brand enterprises are more and more difficult to resist the charm 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 department stores will become a trend."

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

Mr. Lin believes that in the future, the increase in the number of department stores in the two or three line market will bring opportunities to Fujian clothing brands at various levels.

"With the current positioning of Fujian men's men's clothing, it is not yet possible to enter class a department stores, and most of the department stores in the two or three tier market are mostly mid-range, which is quite consistent with the positioning of men's wear in Fujian.

Moreover, because the mainstream consumer of this department store will buy Fujian style clothing, such department stores also welcome the entry of Fujian style clothing.

This means that Fujian clothing will get some independent choice. "

Mr. Lin's so-called "independent choice" refers to whether he is welcome by department stores. This is not only related to whether or not the Min style clothing can enter the department store, but also to what kind of "attitude" he enters.

The more recognized the brand, the higher the attitude of entry.

In this regard, Zhang Yu Feng explained that department stores were settled by the way of deduction, and the height of the deduction directly affected the survival state of the brand in department stores.

"Department stores are usually 15 to 25 buckles.

When an enterprise brand belongs to a mainstream brand in a department store, the department stores offer a low discount point; when the brand belongs to the non mainstream brand, it is not only the buckles will be at a high level, but the brands will be difficult to make profits. Meanwhile, some shopping malls also have some clearance policies, which can be eliminated by the last place.

{page_break}

Mr. Lin pointed out that in the deeper cooperation between clothing brands and department stores, whether the clothing brand is strong is also related to the amount of money that the department stores give to the brand when major promotions are made, and whether the clothing brands need to be restricted by the department stores.

All in all, when department stores are fully blooming in the two or three line cities and have triggered a "spree", when the market of the general merchandise and the Fujian style clothing market quietly changes, the terminal channel mode of Fujian style clothing will also change.

Of course, the industry also reminds us that even if there are more opportunities, it is not suitable for all brands, not all brands can grasp.

How to expand the terminal disk?

In fact, many large chain department stores in China have thrown "olive branches" into Fujian clothing.

Before Wanda Plaza flooded, they did one thing besides looking for a good opportunity.

Thousands of department stores in Wanda Plaza quietly visited these garment enterprises in Southern Fujian, and announced their ambition and potential to open 65 stores nationwide by 2012.

This has made many of Fujian's clothing enterprises palpitate.

As a result, from the front line brands of seven wolves and Lelang to the new brands such as marasini and Wolf Road, they entered into an entry agreement with them.

In the view of some enterprises that sign strategic cooperation agreements, this is a good opportunity to grasp the opportunity. "We signed a strategic agreement with some department stores, so we could enjoy a more preferential position option."

Zhang Yufeng believes that enterprises can still choose to sign some strategic cooperation agreements with their own brands.

Insiders pointed out that in the channel mode of Fujian style clothing, shopping malls are generally run by branches or provincial outlets, because the management of department stores staff is relatively simple, and the operation mode of shopping malls is also more suitable for direct operation.

"This demand is in line with the increasing proportion of Fujian Fujian clothing that is currently being carried out. In other words, it is beneficial to enter the department store channel by successfully changing direct battalions."

Mr. Lin said, "however, changing the battalion will involve many aspects such as talent, capital, mode, and so on, so we can only play it safe and steady.

Of course, it is not just straight battalions that can make good department stores.

It is understood that more than 50% of the terminal of the nine Mu Wang is in the department store, and an internal staff member of the nine Mu Wang disclosed that one agent in a certain area of Hubei opened seven or eight stores last year. More than half of them were in department stores, and the best two stores were also in department stores.

The person said that whether or not to do a good job in department stores, mainly depends on whether the operator knows products, display, logistics, inventory management and so on.

That is to say, enterprises and distributors should grasp the opportunity of expansion of department stores, not only to enter the field, but also to enhance their management ability and achieve profits.

It is also skillful in the operation of department stores.

Yang Jie, director of marketing of Quanzhou Sheng Ke costumes, points out that if it is a branch office or a provincial department to operate a department store terminal, or a distributor has enough points, they will be able to exchange goods in the discount sales promotion of major shopping festivals, and replace the new products with the free ones.

"This practice is very common in Jack Jones and other big names."

Reporter's notes

Timely move

The evolution of business form is a process, and the expansion and pformation of brand channels is also a process.

Both are the process of going forward, but whether they can match each other or vary from person to person.

Whether objects are right or not is critical.

For example, if the department store is an upscale department store, the brand is a mid-range brand, and it can be used in every possible way, but it will be unsuitable. Consumers will still not buy it. They will still have to discount it. If the mainstream consumer of department stores is the middle and old age group, the fashion brand will go into the market, only people will not understand it; if the brand is already saturated in a certain area, then it will be a waste of resources if the brand is already saturated with a lot of money, and if the brand is a brand that never discounts, you will not get into the discount stack of the department store, it will make you feel uncomfortable, and others will suffer too. Why?

So be calm and wait for the right time and target.

Who knows, with the opportunity coming from department stores, are there any traps?

An old saying goes: This is an opportunity and a challenge.

We must seize opportunities and face challenges.