Jinjiang Outdoor Brand: The Game Of High-Profile Entry Into Monopoly System Is About To Be Staged.

tradition

Inventories are being cleaned up through channel innovation, compared with the outdoor supplies industry that has only risen in recent years.

However, this does not mean that they can sit back and relax.

This time, several major outdoor brands in Jinjiang aim at the monopoly system, hoping to further expand the market by means of this Jinjiang shoe enterprise.

Half a year to open 100 stores

Jinjiang's outdoor high-profile entry into the monopoly system

"We will open shop vigorously!"

A few days ago, in the ten minutes' speech at Tianlun day spring and summer 2013, Xu Tengda, general manager of Tianlun Tian outdoor Co., Ltd. repeated this sentence three times.

The company's store performance report shows that in the first half of this year, the store of Tianlun Tian increased by nearly 100.

It's not just heaven and earth that enter the monopoly.

In fact, jumping out of the mall and going to the exclusive stores has become the unanimous choice of outdoor brands.

Lion Brand outdoor Wuhan direct branch company was formally established recently. The first store was officially opened. Next, some street shops will be unveiled.

In Inner Mongolia, St. Valentine also opened dozens of stores in one breath.

In the past two years, in the face of the high cost of opening stores, Jinjiang's outdoor brand roundabout has leveraged the market with the help of shopping malls to quickly occupy a place in the domestic outdoor industry. Now they are spreading the monopoly outlets. What's the purpose of it? Is shopping mall and proprietary Market able to keep pace with each other and become a double driving carriage for Jinjiang's outdoor brand channels?

According to the insiders, the monopoly system will not only help the brand to have better pricing autonomy, stabilize the retail price system, but also promote the final performance of the enterprise's commodity planning and brand terminals. In the long run, these will become the ultimate form of outdoor brand channel.

Building a monopoly system in an all-round way

With the advent of Tianlun Tian, lion brand outdoor and St. Valentine's orders, some new strategies have been disclosed, and there are no different points of view on the franchised system.

What is the reason for almost all outdoor brands to change their channel strategy and tend to be franchised stores?

Ma Defeng, deputy general manager of Jinjiang hundred years strong industry and Trade Co., Ltd., told reporters that the initial period of brand development is limited.

And financial pressure, many outdoor brands in order to fight for market development speed, choose shopping mall as a shortcut to open up sales and market visibility.

With the arrival of shopping malls, a series of problems have surfaced, especially the high price of shopping malls and public relations.

"Shopping centers do promotions on May 1, national day and other festivals. We can only earn money for the mall and run the quantity."

Xu Tengda said, for example, the price of a pair of trousers is 30 yuan, and the selling price is 100 yuan in the exclusive store. After removing the operating costs such as rent, decoration, labor and so on, Tianlun agent or retailer can still have about 50 yuan. But in the shopping malls and shopping malls, most of the profits have been extracted, and they have little profit, and now they are faced with the pressure of withdrawing or underwriting the poor performance. They can only raise the retail price to offset this part of the related expenses, which is extremely unfavorable to the stability of the brand retail price system.

But if enterprises choose monopoly system and have more independent pricing power, in the long run, the pition to monopoly system is imperative.

Of course, Ma Defeng believes that doing shopping malls is more likely to accumulate channel resources and strengthen brand appeal, while franchised stores pay more attention to the integration of brand overall merchandising and retail management system.

Now, after several years of precipitation and development, these outdoor brands basically have the effective organization ability of the monopoly system, including product system, terminal display training system and so on.

"In the past, we did not have such a wide range of products to support a store. The outdoor products were all gray and green. But now the Tianlun brand is mature, the products are recognized, the products are beautiful, and there are special teams in charge of display, so it's time to speed up the opening of stores," Xu Tengda said.

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The advantages of shopping centres are not abandoned.

Although the high-profile entry into the monopoly system, but for the outdoor brand in Jinjiang, the inherent advantages of the mall can not be discarded.

On the ten day, after running more than 10000 kilometers, Xu Rongsheng, the general manager of Lion Brand outdoor products Co., ran across a province in Gansu. In Yinchuan, Lanzhou, Tianshui and so on, there was a shopping mall almost every more than 300 kilometers.

In fact, not only in Gansu, but also in Northeast, northwest and many other provinces, hundreds of Lion Brand outdoor shopping malls are thrived, and the annual sales volume of over one million shopping malls has been developing from almost a handful to two or three cities.

"Once we enter the outdoor area of the mall, our brand will always be a neighbor with NORTHFACE and Columbia's international brands, and it will play a positive role in promoting brand awareness and sales volume on the platform of big money."

Xu Rongsheng said.

As a matter of fact, before the lions entered the shopping mall outdoors, the native Saint Valentine and Tian Lun Tian had already begun to exert themselves.

Shopping malls have become the main form of their channels and play an important role in rapidly occupying the domestic outdoor market share.

Xu Tengda concluded in a sentence that the shopping mall channel is the springboard of Jinjiang outdoor brand horse racing enclosure.

For outdoor brands in Jinjiang, such an important position can not be easily thrown away.

Channel game is about to start

As a matter of fact, as Ma Defeng said, the two different channels of shopping mall and monopoly have different emphasis. They will play different roles in different stages of brand development. However, he has repeatedly stressed that although shopping malls and monopoly systems can complement each other at a certain stage, they will be in a game in most cases.

"Whether it is a shopping mall channel or a monopoly system, in the future, enterprises are bound to focus only on one of the models, which will be closely related to the strategic positioning of enterprises and brands. The enterprises should make corresponding adjustments with the development of different stages, and the outdoor brands in Jinjiang are in the process of adjustment."

Ma Defeng said.

In this regard, Xiamen Yuan Xin Chong Asian brand management Co., Ltd. Liu Zhishen acknowledged.

Liu Zhishen believes that the mode of direct sale to consumers is the ultimate trend of brand development. Only by cutting more intermediate links, can enterprises and brands gain more profits. However, the brand of Jinjiang still has a long way to go.

At present, the outdoor brand is just the pition stage from the shopping mall channel to the monopoly system, which puts forward higher requirements for the terminal retail management system and commodity system of the enterprise and the brand itself.

"Every brand should have a clear understanding of its own positioning and choose a suitable channel mode. Do not follow suit! For example, as well as the well known Mu Lin Sen, everyone knows that his store channel is doing very well, but after the extension of the monopoly system, it is not successful. The different price system of the shopping mall and the monopoly system has affected the brand's awareness in the minds of consumers."

An anonymous source also said.

The monopoly system is another way of outdoor "horse race enclosure" in Jinjiang.