Business Pformation Promotes Department Store Brand Selection, "Thousand Shops Side" &Nbsp; Become An Embarrassment In Development.

The choice of brand in department stores is closely related to the development of its own business mode.

In the 90s of last century, it was the period when Chinese department stores changed from self mode to joint mode. This stage was provided by department stores, and the brand operators controlled the entry, sale and storage of goods.

Under the influence of this mode, Chinese department stores are more like landlords to collect rents and share with merchants. In default, merchants have been selling goods for collection, and they do not have a qualified procurement system.

At that time, brand dealers and agents took the place of shopping malls to take the risk of selling goods. The pressure of department stores was reduced, and the sale of commodities was much less, which would only affect their incomes, but they would not lose money. They should not worry about inventory and cash flow.

In order to attract consumers and create greater profits,

Over time, the "store side" has gradually become a common phenomenon.

Homogenization competition has become the biggest obstacle to the development of department stores.

The long run "brand association" mode in department stores is a major motivation to trigger brand changes.

More and more brands such as ZARA, UNIQLO, doctoral frogs and so on began to set up direct stores. Many brands choose this direct format, which is not only to display their strength, but also under the pressure of reality.

With the shift of brand management strategy and the change of the whole retail market, the department store's business strategy has to be adjusted.

Differentiated management becomes a topic, positioning and adjusting brand.

In the cities where the developed markets are relatively open, the consumer market is more mature, and consumers' consumption and consumption awareness will be more mature.

Consumer groups will naturally separate and choose the department stores that are most suitable for their personal consumption.

Therefore, the personality characteristics of department stores affect and guide the consumption culture.

For example, when choosing a brand name combination for men's clothing, Harbin Central Mall found a combination of men's leather shoes and high-end leather and high-end lovers' watches. When choosing fashionable dress brands for mature women, it discovered a combination of women's fur coats and high-end fashion cotton boots.

In 2005, when the central shopping mall was awarded the first store of fur industry, it launched a large-scale marketing campaign immediately, which promoted the consumption of fur in Central Street business district. The fur sales of the Central Street business circle led and promoted the popularity of fur clothing consumption culture in the city. Harbin women wearing fur and high boots has become a beautiful scenic spot in Harbin.

Talking about department stores

However, the Victorian shopping mall next to the National Mall has fought a differential battle. In view of the high-end National Mall, Victoria has positioned itself as a young and fashionable group.

This consumer group is very young and fashionable. The products they need are not necessarily high, and their fabrics may not be very good, but they must be fashionable, and the price can not be too expensive, because they are more willing to spend the same money to buy more clothes to wear.

In this way, the two stores actually launched a dislocation competition and finally succeeded.

Although the brand that has been stationed in Victoria commercial center has no brand high-end of the National Mall, the value of Victoria commercial building is no less than that of the National Mall.

They serve two different groups, each having their own brand value.

Another reason is that the subdivision of each department store is not enough.

Many department stores have the habit of catching up with the wind. Seeing other brands of other department stores, they must have their own. It seems to be "you have me," this is good, but there is no need to do so.

Department stores try to have too high a threshold for their own brands.

In addition to striving for differentiated competition and finding a market breakthrough according to its own characteristics and advantages, department stores have created one after another brand name for manufacturers, but few brands belong to them.

When producers first create brands, they often resort to department stores. With the opening of the market and the increase of brand awareness, factories will "bargain" with businesses, making businesses very passive.

The formation of this situation is certainly a supplier factor, but businessmen are willing to "dress for people" and do not intend to make innovations.

However, the case of department store's involvement in free brands also occurred frequently. In the first two years, the news of Hangzhou's intime department store selling its own brand clothing attracted the attention of the industry.

Yintai group and Shenzhen Clothing Co., Ltd. jointly invested in the clothing brand JUSTINTIME, which is a young brand created by the Korean design team in just a few months.

Yintai has provided brand and capital, but there are designers and sales experience.

In addition, Beijing Yansha friendship mall registered the "Yansha" brand a few years ago, developed "Yansha" brand shirts, bags and other commodities; Shanghai's department store industry has tried to make its own brand; opening the department store "Kai Kai" brand shirt once ranked "China's ten largest brand of shirts"; Qingdao Liqun group also developed the "Liqun" brand jewelry and "Liqun" brand shirts with the same name as shopping malls in 2002.

However, these brands eventually disappeared because of popularity or economic reasons.

As early as 1995, Nanjing Central Shopping Center implemented its own brand strategy in two ways.

First, set the card system, first registered "pole" "best" two clothing trademarks, entrusted to the factory processing production, by the market is responsible for sales, the effect is good.

The two is its own processing, self developed "Purple Crystal Bag" "Emerald" series of jewelry, because of the new style, low cost, the price is lower than the market price of 30%, the annual sales of nearly ten million yuan.

From the perspective of the whole society, the development of private brand in department stores reflects the leading role and control ability of Commerce in the production and circulation of consumer goods, which is of great significance for promoting the integration of industry and commerce.

From "dress for men" to "establishment"