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Local Clothing Brands Should Be "Skinless" &Nbsp, And Spend At Least 140 Thousand Annually.

2012/2/5 11:02:00 21

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Recently, the Ministry of Commerce, the development and Reform Commission, the Ministry of public security, the General Administration of Taxation and the General Administration of industry and Commerce jointly issued the work plan for clearing up and correcting the illegal charging of large retail enterprises to suppliers, which is intended to clean up and clean up large retail enterprises and charge suppliers violating fees.

The plan points out that rectification and rectification are mainly

In the light of

Supermarkets, department stores, electrical professional stores and other affiliated stores that make use of the market dominant position to illegally charge the suppliers.

The event will last for half a year until June this year.

The plan stipulates that six items of fees are mainly prohibited, mainly including contract signing or renewal fees, bar code fees, store code fees, decoration and decoration fees, festivals, celebrations, new store opening, re opening, listing of enterprises, and so on.

As early as 2006, the five ministries and commissions jointly promulgated the management measures for retailers and suppliers to purchase goods, which stipulates that retailers should not abuse their dominant position and engage in unfair or unfair competition.

6 years later, what was the situation in Chengdu? Yesterday, reporters interviewed a number of local brand suppliers.

The stores in Chengdu have never charged the suppliers with admission fees.

Newly added

The names of "shop Festival fees", "advertising fees", "decoration fees" and so on.

"Although the name is different, the money should be paid."

Supermarket

Food suppliers: 30% to 50% of the retail price is for supermarkets.

Zhen Hong (a pseudonym) is a veteran of a well-known food enterprise in Chengdu. He said: "fees still exist.

30% to 50% of the retail price is for supermarkets. "

"The profit of the supplier is very low."

It is reported that some supermarkets charge suppliers also have the characteristics of "bullying, soft and evil".

There are a lot of requests and charges for unnamed small suppliers, courtesy of pnational giants such as Coca-Cola, and cash for Wuliangye and Moutai.

The big difference is that big companies have more advantages.

Zhen Hong said with concern: "take the red rice stem as an example, the brand advantage of multinational enterprises can reduce many channel costs.

And some small

brand

They even pay more than 50% of the price.

At the same cost of production, brand red dried potatoes are cheaper than local small brands, and the local brands will become weaker and weaker after that.

"The prices of some small food products on the food websites are so low that consumers are tongue tied, and even Taobao sellers buy goods from these websites and sell them at a higher price.

This is actually bypass the traditional supermarket, the real price of the manufacturers. "

Zhen Hong said, "in recent years, supermarkets have reduced some of the fees, but the overall cost has not shrunk."

First of all, the procurement department must be satisfied with your products before you can win the other brands' competitors.

Second, if the head of the store is uncertain, then the goods can not occupy a favorable position.

"If we sell the shelves, we will lose more."

Third, the promotion fee should be given ingeniously and enthusiastically, once the opponent is in an important position.

Your sales in this festival are in jeopardy.

"Supermarkets charge more than 10 kinds of fees, though they call for different ways, but their practical significance is almost the same.

In other words, when admission is not charged, it is necessary to use other ways to increase income.

Zhen Hong said: "in general, the hypermarket charges more, but its sales are also amazing.

The proportion of expenses is different and can not be generalized. "

Zhen Hong told reporters that when a large international supermarket chain entered China, it did not charge, and now its price has been consistent with its peers.

According to the 3 major fees of Zhen Hong's list, the reporter found that the lowest price standard found that food companies wanted to sell to large supermarkets, and at the very least, they had to pay 120 thousand yuan in the first year.

Second years without admission fee, it also needs about 100 thousand yuan.

Zhen Hong explained, if a commodity sells for 100 yuan, maybe 30% to 50% of the cost is used to deal with shopping malls.

charge

And return point.

In order to eliminate costs, pportation, wastage and other expenses, the supplier's profit is only 5% to 10%.

Brand enters supermarket basic quotation

1. admission fee: at least 30 thousand yuan.

Into the supermarket 30 thousand -5 million, into the small supermarket 5 thousand -1 million.

2. Chinese and foreign festival fees: 1-6 yuan

Or posters publicity fees, venue layout fees; according to the actual situation of the brand, each year 6 major festivals pay about 1 to 30 thousand yuan, if you want to occupy a significant position in the supermarket to promote sales, "pile up fees" and so on, it takes 30 thousand yuan a year.

3. barcode fee: 50 thousand yuan.

A commodity corresponds to a bar code.

According to 1000 yuan / article, in a supermarket chain with 10 stores, it is necessary to pay 50 thousand yuan for 5 items on the shelves, for example, the new stores in supermarkets will be added, and the new products will be paid.

4. capital backlog: not to be counted

The borrowing period of a supermarket is at least 3 months, and it takes at least 105 days to get a check.

Businessmen are most worried about money in the hands of others, for fear of suddenly appearing what costs directly deduct money.

Market

Brand supplier: 25% of the retail price is for the store.

Bai Yong is a foreigner. He has been acting as a well-known clothing brand for more than ten years in Chengdu.

He told reporters that in the shopping malls, men's clothing costs are the highest; women's clothing is more expensive to pay (but local women wear at least 140 thousand yuan a year, see the right table); luggage, jewelry, watches to pay less.

"The amount of fees charged by the mall is directly proportional to its influence in the industry. The community stores outside the second ring road are cheaper than the big shopping centres in the core business circle, but there is also a big tilt on the international front line."

Bai Yong is a well-known fashion brand, he said: "the mall is kind to us.

But about 25% of the selling price is prepared for them.

This is why every shopping mall is organized to discount suppliers for every important festival.

Even 50 percent off, the brand is not in the red; and the shopping mall is more profitable than small profits.

achievement

。

The reporter understands that the brand supplier of an imported thermos bottle sells a special counter at all stores and sells it at full price. On the other hand, it also has its own Taobao store, and the same goods are shipped out at 30 percent off or even 50 percent off.

Local women's clothing into the mall to pay what fees.

The better the store, the stronger the brand will be.

Driven by the brisk sales force of the first-rate stores, it is equivalent to adding some "brand weight" to themselves. The price of a coat that sells for a maximum of 500 yuan is 1000 yuan.

Therefore, "gold plating" in shopping malls is very important for brand suppliers.

1. entry: 100 thousand to 160 thousand yuan.

At least we have to pay 50 thousand -6 yuan admission fee.

Under the table, it is also necessary to pay the cost between 5 and 100 thousand yuan.

2. operation: 20 thousand yuan.

After a year or a year and a half of the contract expires, the renewal will be between 2 thousand and 3 thousand yuan.

In addition, the person in charge of the shopping mall who voluntarily helped enter the market had to pay 5% of the monthly sales amount, that is, "gray tribute".

Monthly sales of 300 thousand of the brand, a month tribute 15 thousand yuan.

Red envelopes are given to all levels of supervisors at festivals.

3. incidental expenses: 20 thousand yuan.

The entire counter is renewed.

Design

Construction should be 15 thousand to 20 thousand yuan, which is "decoration service fee".

There are 500 yuan / month advertising fees in the front line shopping mall, and there are various "shop Festival fees" and "holiday fees".

4. capital occupation: incalculable

Although the money for shopping malls is "monthly knot", some shopping malls often drag the goods for half a year, and there are also different purposes of "deducting money".