The First "Wenzhou Famous Purchase" In Tianjin Is Quietly Delisting.

In January 2009, the first batch included Kangnai More than 20 Wenzhou, including France, red dragonfly, Arctic rookie, and Lin Zhong bird. Shoes and clothing Famous brand, Baotuan entered the Tianjin Mai Mai Times Square and fired the first shot of the "Wenzhou name purchase". More than two years later, how did the first store run? What is the survival of Wenzhou's famous brand?

At present, there are 102 "Wenzhou famous buyers" in the whole country. The overall situation is not optimistic, but the industry thinks it is still Wenzhou area. brand The "bright colors" of going out.

In January 2009, the first batch of more than 20 Wenzhou shoes and clothing brands including Kangnai, France, red dragonfly, Arctic rookie, and Lin Zhong bird were set up in the times square of Mai Mai in Tianjin, and the first shot of "Wenzhou name shopping" was launched. More than two years later, how did the first store run? What is the survival of Wenzhou's famous brand?

On the reef gate

Tianjin Mai Mai times square has been attracting attention due to the first "Wenzhou name purchase" in the country. Today, it is still related to the purchase of "Wenzhou name". The difference is that it was opened last time, but this time it was evacuated.

Reporters from Tianjin Mai Mai investment department has been confirmed that "Wenzhou purchase" began six months ago, evacuated, distributed in shopping malls one or two, three floors, the total area of about 3000 square meters of the unit area has been deserted. As for the reasons, Tianjin Mai Mai staff do not want to talk more about it, only saying "business is cold and cheerless".

"Most of Wenzhou's genuine products have been withdrawn from Mai Mai Times Square, leaving only a few French schools." The first "Wenzhou name shopping" desolation made the director of Wenzhou garment trade association director Bob sigh.

Bao took part in and witnessed the birth of the first "Wenzhou name purchase" in Tianjin, and the number of delisting was very unexpected. According to his post analysis, the poor location of the store is a very important reason. "In the undeveloped commercial real estate of Tianjin, Mai Mai's grade is below the middle level, plus it is located in the suburbs, the surrounding business circle is not mature, the traffic volume is not ideal, and we overestimate the strength of Wenzhou brand."

According to a manager of Dong Xing, who is responsible for men's clothing investment in the former Mai Mai times, Wenzhou's first place in the purchase of the name was promoted by the media. The business was good for a while, but it soon became dull. Dong manager said frankly, "Wenzhou name purchase" is not very different from other products in Wenzhou. He also does not understand the specific meaning of "Wenzhou name purchase" in the promotion of the shopping mall. Apart from the relative concentration of the display, the products purchased by name have no difference from the prices and styles of other shopping malls.

Brand difference advantage

"Tianjin's big shopping malls are lined up, and all kinds of brands are gathered." what's the reason why Wenzhou's name shopping is tempting? " Bao pointed out that the name brand in the form of franchised stores, franchises and other forms of marketing channels across the country, as the municipality of Tianjin, bustling street Wenzhou brand "sea to go", why do consumers want to run to the remote "Wenzhou name shopping" to buy? Unless there is a price advantage.

This view is recognized by Lin Mingan, chairman of Lin Zhong bird clothing. As a member of the name shopping team, Lin Mingan has a complex mood in Tianjin. In his view, name shopping lacks brand planning and long-term management. At present, it only focuses on selling products together.

"Shopping malls choose products not only to see popularity, but also to look at sales performance. If there is not a good sales volume, even if the shopping mall is not ordered, the enterprises will not be able to continue." Miss Wu, who is in charge of women's clothing in Mai Mai Times Square, also believes that the purchase of famous products is a medium price in the Mai Mai price system. The price competition is the most intense. At this time, we are fighting for popularity. We are fighting for the price advantage. We are fighting the marketing concept. "Wenzhou famous brand" is good, but there is no advantage in the whole.

Is the government fading away from the crisis?

"Wenzhou name purchase" sprouted in the 2008 financial crisis. In order to "expand the market and ensure growth", Wenzhou has proposed to build 100 "Wenzhou famous shopping centers" in key cities in China so as to build Wenzhou regional manufacturing brand. The government is generous in its pocket, fully supporting the publicity and publicity expenses and special shop decoration fees. The determination of "government and enterprise linkage, tackling difficulties and tackling difficulties" is the strongest driving force of "Tuo Tuan marketing" at that time.

However, when a reporter visited the once leading unit of Wenzhou clothing trade association, he was told that the government no longer implemented the name purchase plan.

"Without the establishment of the government, a lot of things depend on the chamber of Commerce and the strength of the enterprise." A staff member of the clothing trade union did not want to be named.

From the support of the time to the fading out, why has the government changed this way?

The reporter visited the Commerce Department of the Wenzhou purchase and purchase department, the Municipal Economic and Trade Commission. Director Kong Lingwen told reporters directly that at present, there are 102 large and small "Wenzhou famous buyers", and their achievements are hard won. Name purchase was the measure taken by the government to support enterprises to get out of the financial crisis at that time, and the current situation has changed. Kongling Wen also stressed that although the purchase plan was shelved, the government "encouraged enterprises to go out and explore the market unchanged" and will try to build more similar stages in the future.

Some government insiders expressed their understanding and support. Hu Zhenhua, a professor at Wenzhou University business school, believes that the first purchase in Tianjin was aborted, in the final analysis, it is the survival of the fittest in the market. "The government should start with a helping hand, but it can't always be protected." Hu Zhenhua said that the government's withdrawal is not a bad thing, but shelving the purchase is not desirable. It can be managed by an intermediary or a government holding company, so that the purchase can go further.

Name shopping is worth building up.

"In fact, not only Tianjin, but also the withdrawal of" Wenzhou name purchase "in other parts of the country, the situation is not optimistic. Zheng Chenai, President of the Wenzhou clothing trade association, interviewed reporters.

Zheng Chenai told reporters that Wenzhou local brand plus Wenshang agent's brand of domestic and international shoes and clothing has at least 500 brands, with annual turnover exceeding billions of yuan, but whether it is propaganda or brand image shaping, today's "Wenzhou name purchase" has only stopped in the eyes of consumers in the concept of manufacturing industry, which is a misunderstanding. And to reverse this concept, without government support, only by the chamber of Commerce, it is "daytime do not know the darkness of night".

"In the past, an enterprise, an enterprise, went out, a product, a product to expand the market, and the strength is very limited." Baotuan marketing is to let Wenzhou products have more market discourse power, and docking more high-end department stores. " Zheng Chenai said that when he and other entrepreneurs recommended to the government departments "Wenzhou name shopping", but the marketing field of tug of difficulty is far beyond many people's imagination. This difficulty comes from Wenzhou's "heavy manufacturing and light circulation". Take the "Yi Yi faction" as an example later, the "Yi Yi faction" focuses on the combination of the manufacturing sector, and tackling the market by means of market segmentation and processing cooperation. The overall performance is good. And "Wenzhou name purchase" is more from the circulation of the reorganization of the joint, a group of single go into regional brand, this is a long and arduous process, such a system engineering, the role of the government is indispensable.

In this regard, Zhou Dewen, President of Wenzhou SME Development Association, also believes that Wenzhou has capacity and quality products, but the construction of regional brands is not very ideal. This is worth continuing our efforts.

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