Fashion Brand PK Shopping Center

Marketing

With the increasingly rich means, the importance of channel construction has already reached a consensus in the clothing industry.

The change of business environment and the development trend of consumption diversification have led brand dealers and channel traders to consider introducing new sales models.

How can the marketing mode of local fashion brands be affected and changed when shopping mall channels rise?

With the rapid development of economy, in just a few years, China has developed the form of shopping center developed by the developed countries in 50 years.

According to international standards, shopping centers are the most advanced form of retail commercial real estate, with the most stringent professional requirements.

It can be said that China's shopping centers are not fully prepared in the process of development.

Fashion brands, especially local clothing brands, have increasingly recognized the importance of shopping centers.

But as a pillar of the shopping center, how to make them play a better role is still open to question.

Innovative Shoppingmall will be the main battleground in the future.

According to the data of China shopping union shopping center, as of the end of 2010, there were more than 3000 shopping centers nationwide.

Compared with developed countries

"Now that China has been in reform and opening up for more than 30 years, Kunitomi Mi, Shoppingmall is a new form of business that can provide a more comprehensive range of entertainment, catering, supermarkets, shopping and so on. It must be the mainstream of retail in the future market economy development."

Wu Suiping, chairman of Ma Tian - Na, said.

From the advantages of the shopping center itself, it is also necessary to enter the clothing brand.

In the view of Zhou Sheng, general manager of Eachway (Yi Hui), the shopping center has more autonomy than the original department stores in terms of integration. The brand can have its own independent image, better hardware and software than traditional department stores, and it has more autonomy in the commercial form of lifestyle.

"According to the development of foreign countries, shopping centers

With the improvement of income level, especially the emergence of high-income groups, the consumption demand and payment ability of shopping centers are being rapidly formed.

Consumers not only pursue convenience, diversity and personal taste while consuming, but also pay more attention to the sense of pleasure brought by experiential shopping.

However, department stores and supermarkets are hard to maximize the demand for one-stop leisure consumption. Therefore, modern shopping centers are ready to come out.

Therefore, whether it is from the economic development, format form or consumer demand, it is a general trend for clothing brands to stay in modern Shoppingmall.

Location ambiguity leads to homogeneity.

Because shopping centers are still in the initial stage of growth in China, there are some problems in the development process, which restrict the healthy development of shopping centers.

The phenomenon of homogenization in shopping centres is obvious.

Many shopping centers have limited their vision and good position to several well-known international brands, and they have hamper the market competitiveness of China's retail fashion brands from their consciousness and distribution patterns.

Some shopping centers even put forward the slogan "the first in Europe and the United States, the second in Asia and the Pacific, and nothing in the mainland". This practice of discriminating against local brands has been seriously inconsistent with the development strategy of the country.

In addition, from the positioning of shopping centers, it is not accurate enough to get the crux of healthy development.

At present, the success rate of shopping centers in China is low, including the emergence of 30-40 new shopping centers in Beijing during the Olympic Games, but less than 10% of the success rate. Even Xidan, which is a well performing City, is still looking for its accurate positioning.

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Although the quality of the employees in the shopping center accords with the development process of China's urbanization, but in the view of Zhou Sheng, the practitioners of the new format do not know enough about the industry and the industry, which may lead to the inaccuracy of their products and business format.

In the reform and innovation of shopping centers, many people also expressed their views. Shi Shengfa, deputy general manager of Ping'an real estate, expressed willingness to accept the wishes of local brands. "Besides the positioning of our shopping center, high homogeneity, limited brand resources and so on, in addition to the healthy and orderly development of the shopping center, many domestic clothing brands need to support the development of the shopping center industry in the future."

At the same time, Wu Zhengmei, general manager of Nanjing Yueyue City, also hopes that the shopping center can choose to innovate more and more effectively, so as to avoid homogenization.

However, for some local brands can not exist in the shopping center for a long time, relevant business managers and media personages have also discussed and analyzed objectively.

In Chai Liu media CEO Chai ya, some of China's local brands lack brand culture and brand intangible value.

"The quality of local products is no problem in itself, and very close to international brands, but the gap between product value and brand value is very large. From a consumer perspective, a brand can create dreams, tell stories, and bring consumers a wonderful experience process, which is an important part of modern consumption concept.

And this is the urgent need for local brands to solve and enhance the problem.

Chai Ya said.

In addition, the ambiguity of brand positioning and the positioning of shopping centers is also one of the reasons why brands are difficult to stay on the shopping center for a long time. That is to say, the brand does not find out the consumption level and consumption characteristics of shopping centers blindly, and leads to the incompatibility between brands and shopping malls.

"Some clothes can't survive in shopping centers because they don't fit in with them, that is, consumers who enter our shopping centers do not buy this kind of clothing.

This shows that brands are blind when entering.

Therefore, from the shopping center to choose brands, we most want to choose those brands that are very accurate.

Shi Shengfa explained.

Mutual appreciation can achieve mutual success.

"Shopping centers need fashion brands, fashion brands also need shopping centers. The goal is consistent. The shopping center itself has good image, good performance, and the pursuit of clothing brand is the same. Finally, everyone is in a good environment to achieve mutual benefit and win-win situation.

I believe this is the common trend and vision of China's shopping mall industry and fashion industry.

Zheng Yi, deputy general manager of Huarun real estate, expressed a strong win-win desire at the exchange meeting.

At the same time, many clothing brands and developers have responded.

How can we achieve a win-win situation? This requires the two efforts of local brands and shopping centres to complete.

As Wu Zhengmei said, "I think there is a demand for both sides. We hope that we can have personality decoration, continuous development capability and operation management ability for brand players. We hope that brand owners will understand the location of shopping centers."

In the view of Li Suisheng, vice president of vice president, both sides are serving an object, that is, consumers. Therefore, the common values of cooperation should be unified; and shopping centres must support the development of clothing brands, especially local brands.

Local brands must first strengthen their brand building, but this is not a leap that can be accomplished in a short time. It requires brand makers to prepare for a protracted war.

Secondly, we must strengthen the brand team building.

"We must improve the quality of our enterprises to enable enterprises to grow and make progress, so that the partners of shopping centers can recognize us."

Yang Fan, general manager of Ji Xiang Zai said.

Besides, the positioning of local brands should be clear.

"From shopping centers to choose brands, we most want to choose a clear and accurate brand.

The most important consideration is which brand is in line with the location of our shopping center, and which brand is preferred by consumers who have patronized the shopping center for a long time.

Longwen Kai, deputy general manager of Huarun home, put forward suggestions for brand from the perspective of brand selection.

How to choose suitable shopping centers? As a local brand, it is necessary to adapt to the changes brought by traditional shopping centers.

A department store is a place where goods are sold. The main attraction for consumers is merchandise, but shopping centers attract many consumers. Therefore, shopping centers can not be chosen simply by selecting 100 stores.

When visiting a shopping center, brand owners must first look at the shopping center's commodity plan and the concept of sustainable operation in the future.

Generally speaking, the operation value of the shopping mall includes four aspects: first, the shopping center's skill and ability to attract customers; the two is its scale; the three is the positioning and strength of the brand merchants; four is the sustainable management ability of the shopping center, including the operation management plan, etc.

Secondly, we should examine the professionalism of shopping centers.

Because a professional shopping center will not change easily after making a positioning plan.

Wu Zhengmei thinks, "every falling place brand has ABC ladder, A does not come to B, the overall style is preserved, this is the content that shopping center originally needs to decide."

Besides, the location and location of shopping centers are also important.

"The ability to attract customers should be established. As long as the branding researchers are studying the radiation range of the shopping center with your customers, you can tell the shopping center that I can meet the customers in this area."

As shopping center's director of investment, do not have prejudice against brand names, do not exclude local brands, understand these brands, understand their positioning and potential strength.

Shopping centres have a wide business circle with strong customer flow.

The demand of consumers is large and fast. This requires that the shopping center must satisfy all the customers' needs and adjust strategies in time to meet the change of customers' needs.

As the backbone of shopping centers, clothing brands play a decisive role, but the current trend of consumer market development.

Local brands have attracted more and more attention and attention. In the future consumer market, excellent local clothing brands will become the main part of mainstream consumption.

Therefore, only by achieving a win-win situation between clothing brands and shopping centers can we better serve consumers.

Between business and brand, only by mutual appreciation and sincere cooperation can we truly achieve each other.