Why Home Textile Brand Dealers Are In A Dilemma When Choosing Shopping Malls?

"I saw a shop selling promotions a few days ago, but I can't find it today.

In Beijing, the shopping mall channel has always been

Mutual understanding and mutual benefit

The agents and distributors who have been mixed up in the Beijing market all the year round have long been familiar with the famous shopping malls in Beijing, and what location of the shopping malls is located and how many customers will be clear.

They know that as long as the brand can enter the shopping mall, there is no need for consumers to patronize them.

When the reporter called Wang Lidong, Beijing general agent of Hongrun home textiles, he said that the end of the year was the most busy time for dealers.

"In 2010, the sales volume of Hongrun in Beijing doubled over 2009, mainly due to the number of stores we owned, and 6 new stores opened last year.

Now, Hongrun has special counters in 10 large shopping malls in Beijing, such as Xidan in Xicheng District and Zhuge Sheng Guang in Xuanwu District, which are the most famous and popular shopping malls in all urban areas.

Another brand agent also said that in the first tier cities represented by Beijing, the home textile market is still very large. In his words, "the consumption level of these places is high, consumers are willing to spend money, and more expensive products are sold."

Last year, the limited edition mattress priced at $about one hundred thousand exhibited in Yansha, Beijing, was sold out quickly, so the brand was desperately trying to squeeze into the front line shopping mall, and Beijing and Shanghai were full of possibilities.

There are dozens of large department stores in Beijing, and the business area of home textile products is generally around 1000 square meters, and each shopping mall has at least ten home textile brands.

There are thousands of large and medium-sized supermarkets in Beijing, and the business area is above 150 square meters.

Such data do give a lot of brand and dealer confidence.

Home textile brands and distributors are paying close attention to every move of Beijing shopping malls. On the contrary, shopping malls in the capital are also constantly exploring the development prospects of the brand.

The reporter asked, "what brand can enter large shopping malls?" the manager of the home purchasing center of Beijing noble guest house limited threw a sentence: "the market is in the front rank."

So where does the store get the market ranking of brands? Who is going to rank the brand according to what? "Ren manager said:" the information of Beijing business district is very pparent. Every shopping mall has a system of ownership. Just like Beijing's friends belong to the Yansha system, we all get the information of each brand from the system, and then decide what brand to import according to the information. "

As for the market ranking, he said that the business circle system has its own way.

It is undeniable that the market rank and the word-of-mouth of consumers must complement each other.

Now, brands, distributors and shopping malls are in such a cycle. Brands are constantly competing for distributors with resources so as to set up counters in more large shopping malls. Dealers expand the number and area of brand counters and expand brand awareness so as to gain more business field recognition. Shopping centres constantly absorb famous brands and set up high-end images, so that more brands can come to compete for places.

It can be said that the brand wants to rely on the resources of agents to enter the shopping mall. Agents want to enhance their popularity with the prestige of the shopping malls; meanwhile, the mall wants to rely on the reputation of the brand to cause competition among peers.

Discount, sell more, kill and carry out.

However, another part of the dealers who insisted on not going to the mall said: "I don't want to suffer from the reputation of the former dignitaries. The pressure on shopping mall costs is too great."

Indeed, in the interview, the reporters found that most shopping malls had very strict assessment criteria for brands.

"We will rank the brands after every quarter and after the big festivals," said the manager of the Beijing home shopping center.

They are, indeed, like the legends of the public that have been carrying out the last elimination system.

It is also true that at this time of year, hundreds of pairs of eyes are glued to the 2~3 brand vacancies appearing in the shopping mall, and only the new brands that have great market potential and fluctuate obviously will have the opportunity to enter.

"Ranking is also to supervise the brand.

We all have cost pressures, and the well sold brands will of course be favored by the shopping malls, and the poor sales will naturally be eliminated.

"We have several branches in Beijing and will relocate with the regional development," he said. "Maybe a brand is not suitable for development in this store and can be allocated to the branch store."

The person in charge of the shopping mall also indicated that they would adjust the business area of home textile products at any time according to their business conditions.

As we all know, home textiles are always arranged on the top floor in the shopping mall, selling together with children's clothing and household appliances.

In order to make better use of space, large shopping malls will adjust their business area according to the sales performance of different types of products.

For example, children's clothes sell well and their business area will expand, and the shopping mall will reduce the sales area of home textile products on the same floor.

"At present, the sales of home textile products in our mall are very good, and home textile sales are in the growth stage."

The manager summed up the sales situation of home textiles in the whole shopping mall, implying that the sales area of home textile products is guaranteed at present.

However, when the raw materials are rising and home textile products have been adjusted, who can guarantee that their sales are still good? If the turnover decreases, does it mean that more home textile brands will be eliminated?

The most frequent headache for distributors is the endless promotion and discount activities.

When a reporter asked a store salesperson: when the product was most popular, the answer was: "it depends on what products are promoted."

This answer, though frustrating, shows the true situation of the sales of the stores now, who will sell well, who will be killed and who will be eliminated, and what is more, the shopping mall will not allow the brand to disagree with the sales promotion activities at all.