Look At The CEO Of Clothing Enterprises Talking About The Win-Win Way Of Brand And Shopping Center.

Yes

Brand wants retail industry to support local brands

"If we are a shopping center, we will be willing to support the potential brand if it is given the training period.

Shopping centers should also be given training when they see potential local brands.

As a brand, hoping to get the favor and support of the retail industry, many brands will have different experiences and feelings in the process of entering the retail channel, and the needs and expectations of each brand are also different.

Zhou Sheng, general manager of CACHWAY fashion group, said: "we have analyzed, many brands are very dependent on department stores.

In the process of cooperation with the new format, although we have a good desire to "get married", we are finally forced to "get divorced" and the new business format has its own competitive pressure.

Wu Suiping, chairman of Shenzhen (Ma Tiannu) clothing Monopoly chain company limited, told reporters: "in terms of market development, Brand Company also pays attention to quality.

Just like men and women find objects, you pick me, I pick you.

Speaking of the development plan, I think it should be picked out. The positioning of each brand is different. Some are facing the mass consumer group, some are facing the more high-end customers. If you can lock the service objects more clearly, you can develop the brand, otherwise, it is just the commodity sales and marketing of the market.

I think the value of the brand needs to be reflected in many aspects, such as brand image and service. Besides the expert guide shopping service, the after-sale service part should be truly built up.

We should also consider "self confession", that is, our shop assistants, shopping malls, shopping guides, companies, including our workers, should be satisfied with the brand enterprises.

People say that a cow wants to squeeze high quality milk to give it music, so we must establish a brand culture, to achieve five aspects of satisfaction.

I think cooperation with cultural companies will grow faster, if not slowly. "

Yang Fan, general manager of Shenzhen City auspicious Garments Co., Ltd., said: "brand is very recognition of the shopping mall mode. Future development and positioning of shopping centers is also one of our main goals.

Speaking of how the local brand makes the shopping center choose us or affirm us, I think, as a local brand enterprise, first of all, we must strive for ourselves. First, we must improve the quality of the internal staff in order to make the enterprise grow and progress, so that the partners of the shopping center can recognize us.

Many people saw our clothes say it was designed by the Chinese. I said yes.

He said it seemed better than France or Italy, and I said it was.

I think the shopping center should see these "potential stocks" brand, if we are shopping center to see potential brands will give training period, is willing to support.

Shopping centers should also give us the training period to see such potential local brands.

Su Yingbo, general manager of Shenzhen Lang Dai Fashion Co., Ltd., said: "Lang Dai clothing is the youngest brand in this area. It is only eight years. Now, we can not do without such cooperation as department stores and shopping centers.

In the long run, cooperation with shopping centers is a major trend.

In fact, we are much worse than the international brands. The boss of shopping center said that the difference is not big. The difference lies in the construction of brand. This is not completed in two days, this road is still far away.

As a shopping center, it is not just products that are very important, our team is more important. Our successful sales team has made excellent achievements in brand and shopping center.

In view of this, brand is very willing to expand retail channels, especially local original brands.

In the process of selection, it is necessary to identify the collaborator, just like looking for an object, and must be sympathetic to the resonance so as to maximize the support.

Retail industry wants precise brand positioning.

From the point of view of brand selection in shopping centers, we most want to cooperate with those brands that are very positioned.

There are many brand combinations with different personality orientation in the shopping mall, which we would like to see. We don't like the brand style that everyone likes.

Brands want to find better shopping centers, shopping centers want to find better brands.

As a new retail format, shopping centers have been recognized by more and more fashion brands. Once they broke their heads into department stores, they now have more choices.

Li Suisheng, vice president of Zheng Jia enterprise group, said: "the growth of Chinese clothing brands is at most twenty years. For example, I just came back from Xiamen. Xiamen is the distribution center of all sports brands in China. Anta, XTEP and 31st degree all came out of Xiamen. They spent several years fighting down international brands, and now they sell more than Adidas and Nike in China.

Shopping centres hope that brands can generate their own blood.

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Brands want to find better shopping centers, shopping centers want to find better brands.

How to solve this problem? Wu Zhengmei, deputy general manager of Hongkong de Ying group, general manager of Nanjing Rainbow City, said: "brand selection shopping center must consider professionalism. In the early stage, we will not easily change the location of our merchandise positioning plan. Every drop brand has ABC staircase, A does not come to B, and the overall style is preserved. This is the initial location of shopping center.

At the beginning, we must have done all the financial calculations. The proportion of various formats and the proportion of each category has been measured, which satisfies the parking lot's rotation. It must have been analyzed. How can it be changed easily? So brand inspection must take into account your professionalism when shopping centers.

"From the business mode trend, the shopping center has a very promising future. The traditional department stores will go to the boutique route. All of our brands must consider the shopping mall's access.

At this stage, the performance of department stores may exceed that of shopping centers. How can we solve the problem of shopping and shopping without shopping? We discuss it ourselves, but I believe this embarrassment is only a short period now, and it will be solved in the future.

The development of local clothing brands has lasted for more than ten years and twenty years. Foreign brands are more than 100 years. Is it the only ten or twenty years that China will make clothes?

So we will see how our brand can take care of our customers, what is the product, what is the style and what is the design service course? "Wu Zhengmei said.

"At that time, I went to visit a brand, they used a billion to build the brand, and invited overseas designers.

At that time, I thought they had invited too many overseas designers. First of all, spring and summer clothing and autumn and winter clothing were two courses. What the designers asked for was completely different styles, forming different customers in consumption.

Because each garment has its own cultural connotation, this will destroy the continuity of customers, for example, customers who prefer spring summer clothing can not buy the same style clothes in autumn and winter.

Wu Zhengmei said.

Wu Zhengmei thinks the shopping center is a whole course, and what kind of customer base shopping center will be investigated.

For example, Shenzhen Mars Phil was originally small, but they insisted on their style, goods, design, decoration and so on, including a brand named "gain and loss" in Shanghai.

The characteristic elements of a brand are obvious. Clothes need to be recognized without looking at the labels.

In order to form the ability to attract customers, as long as we have studied whether there are brand customers in the radiation area of shopping centers, we can say that shopping centers can satisfy the customers in the range of brands.

Shi Shengfa, deputy general manager of Shenzhen Ping'an commercial real estate investment Co., Ltd., also said: "the development time of Chinese clothing brands is relatively short. Compared with foreign European clothing brands, they have developed for hundreds of years. We have only developed ten or twenty years. I personally feel that we have developed very well in such a short time.

Because consumers only look at the market which is the most needed and favorite, they buy that. Our pressure comes from the more and more critical consumers, and we need to develop faster.

From the point of view of brand selection in shopping centers, we most want to cooperate with those brands that are very positioned.

There are many brand combinations with different personality orientation in the shopping mall, which we would like to see. We don't like the brand style that everyone likes.

Shi Shengfa said.

Shi Sheng returned that the proportion of clothing and apparel was the largest part of the retail business in the shopping center. From this demand, it is very hoped that the domestic clothing brand will have great development and great role.

In addition, the returns from restaurants, entertainment, cinemas and skating rink are the lowest in terms of the returns and benefits of various categories of shopping centers. From the perspective of efficiency contribution, more and more mature and suitable brands are coming to the shopping center.

In any way, we are looking forward to the great success of domestic clothing brands entering the shopping mall.

But now many shopping centers are hard to recruit. This kind of difficulty is as a supplement to the owners and reduce some rents. These are all the cases. It may be very difficult for the shopping center to invest in the early stage. Once it is successful, we will feel a little relieved in the later stage of operation management, distribution, personnel management and overall contribution, so I also look forward to improving the overall strength of the domestic brands in the early stage.

As a shopping center, we need to know more about the brand positioning, and the introduction of the brand that matches it is the absolute principle of long term operation.

Matching is recognized here.

Reporter's line of sight

The win-win way of fish and water

From the point of view of retailing and brand, it is necessary to look at each other with mutual appreciation, instead of asking for you or asking me to cooperate with each other so as to achieve mutual success.

The clothing brand should not be biased towards the director of investment in department stores and shopping centers. We need to understand these brands, understand its positioning and its potential power.

For shopping centers, there is also expectation for clothing brands. As brands, we must understand the location of shopping centers, because some clothing brands can not survive in shopping centres because they are not consistent with the customers of shopping centers.

Therefore, we must carefully understand the local consumer's consumption ability and habits and the location of the shopping center.

Like KFC, McDonald's and Starbucks, they have their own location reports. The shopping center inspects the local consumers, and surveys the consumers to investigate whether the people in this area want to drink his coffee or buy his McDonald's. as a clothing brand, we need to know in detail whether this shopping center is consistent with our positioning.

Know and win.

If you want the other party to accept you, you must first do well in internal work, do research work well, and establish a harmonious and equal business atmosphere with the other party in the heart of cooperation.

People who think about the other side must have many opportunities, and those who make more money are the last ones to laugh.