Why Is It Difficult For Local Shoe And Clothing Brands To Enter High-End Shopping Malls?

< p > domestic a href= "http://www.91se91.com/news/index_s.asp" > brand > /a > who has the final say in the shopping mall?

I am the master of my product, and the manufacturer of brand is the master of brand fate.

The competent authorities have repeatedly called for the promotion of domestic brands into big shopping malls, but businesses seem to be reluctant to buy them. In the era of market economy, the choice and recognition of consumers is the king's way. This is the most important criterion for shopping centers to choose brands, and brand positioning, quality, safety, vitality, communication, growth and marketing strategies are the key to enter the high-end shopping malls. All of these are in the hands of manufacturers.

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< p > brand is the guarantee of quality, and can not enter the big shopping malls. The complaints and waiting policies of manufacturers are useless, and the fate of brands is in their own hands.

Shopping malls also shoulder the responsibility of fostering local brands. This is also the foundation for the growth of local retail businesses. Businesses should have a long-term vision.

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< p > < strong > manufacturers say < /strong > < /p >.

< p > < strong > no chance to enter, how can we know that our brand is not good enough to sell < /strong > /p >

< p > "do not give us the opportunity to enter the field, how can we know that our brand is not good enough to sell?" Ai min (franchised store) international a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > industry company chairman Liu Qiongying told reporters.

To do its own brand, this shoe enterprise has been struggling for ten years.

In March 2012, Liu Qiongying, with the SHEME brand designed by the internationalized team, gave a great shine to the Italy international exhibition, and attracted many international colleagues' admiration.

However, SHEME brand was rejected when entering a famous store in Beijing.

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< p > Liu Qiongying's experience has also been encountered by other domestic brands, especially in the Chinese companies that are still at the licensing stage.

"Our enterprises start from processing and production. The history of making brands is very short. It is impossible to compare with those hundred years in Europe.

Now Europe is the fashion center of the world, and the global lifestyles are guided by them. Under this background, it is unrealistic to ask the national brands to be the same as them.

Wang Zhentao, President of AOKANG group, said: now, the national brand of our country is in the period of revival. As a producer, how can we integrate the national spirit into the brand, let consumers feel the broad and profound art of national art, and restore self-confidence to domestic brands? This is very important.

"In a peaceful era, a country's brand is strong, and the country can be strong.

Today, foreign brands and foreign first-line brands have successfully entered the Chinese market, and two or three brands of shoes and clothing abroad have been infiltrating into China's retail industry. It should be said that the necessity of cooperation between department stores and national brands is more urgent than ever before.

Wang Zhentao said.

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< p > < strong > merchants say < /strong > /p >

< p > < strong > choosing brand is not the opposite of what is accepted by others. Consumer recognition is the standard < /strong > /p >

< p > some people in charge of department stores believe that the main bottleneck for Chinese brands to enter department stores is the quality needs to be improved.

"We should support domestic brands in large shopping malls. We also support domestic brands.

But in terms of selectivity, domestic brands can not provide consumers enough choices.

However, the choice of goods abroad is relatively wide, and consumers can choose more kinds.

This is the objective reality.

Zheng Wanhe, chairman of Wangfujing department store, told reporters.

He believes that there is no question of favouritism between domestic goods and imported goods.

Take Wangfujing department store as an example, shopping malls choose brands from various angles, but the most basic intention is the demand of consumers, and it is the responsibility of department stores to let consumers buy their favorite products.

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< p > "generally speaking, the proportion of domestic brands in high-end shopping centers or high-end shopping centers in China is not very large."

Bao Jian, director of Financial Street shopping center, Beijing, told reporters that the mall welcomed the merchandise with a clear brand positioning and location consistent with the market itself.

He explained in detail that the brand should have a distinct personality and high LOGO recognition, as well as a detailed brand promotion plan and strict visual control system.

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< p > Bao Jian told reporters that in Beijing Financial Street shopping center, a successful domestic brand is Ceng Fengfei's "a href=" http://www.91se91.com/ "target=" _blank "designer" /a "brand FENGFEI Z.

At present, this brand is among the top sales in Financial Street shopping center, and is very popular among consumers.

Fine workmanship, good version and distinctive design style are the biggest features of this brand.

"We recognize this brand like this."

Said Bao Jane.

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< p > < strong > buyers say < /strong > /p >

< p > < strong > choose the big brand is not to worship foreign things, but to buy the brand is to buy quality < /strong > /p >

< p > reporters interviewed several consumers in several shopping malls in Beijing and Shanghai. Several young people told us that there was not much domestic brand that really got the name.

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Xiao P, a white collar in a Beijing company, told reporters: "I do not worship foreigners, but feel that the quality of foreign popular brands is more assured."

Wang Qian, editor of fashion magazine, said: "most of the high-end shopping malls are foreign brands, and domestic brands are relatively few.

Compared with international brands, the price of domestic brands may be more affordable. Some goods are also good in workmanship and fabric, but they are not known by the public because they do not have a high reputation for international brands.

From the perspective of supporting domestic products, we still hope that the mall can have more distinctive and cost-effective domestic brands.

There are also consumers who believe that the location of shopping malls is different. People who buy things from high-end shopping malls are big brands.

The domestic brand should go to the shopping mall that suits itself, so it doesn't have to go to high-end shopping malls.

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< p > < strong > official says < /strong > < /p >.

< p > < strong > to promote the equality of domestic brands into large retail enterprises < /strong > /p >

Chen Deming, Minister of Commerce, at the national business conference held recently, called on P to promote the equality of domestic brands into large shopping malls, shopping centers and chain supermarkets.

Secretary Chen Deming issued such a call from the predicament faced by local brands.

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< p > according to statistics of China general merchandise business association, in Beijing shopping arcade, < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/" > shoes and hats "Chinese brand" accounted for about 40%; cosmetics and other categories of Chinese brand accounted for a relatively low proportion, only 20%.

In terms of sales, China's brand sales account for about 30%, and mainly in the middle and low end.

Correspondingly, foreign brands are still the main force in stimulating the sales of shopping malls.

The survey of 17 stores in Beijing in 2011 by the China Clothing Industry Association also showed that in all the shopping malls, foreign clothing brands accounted for 73%, local clothing brands accounted for only 27%, and in Financial Street shopping center in Beijing, foreign clothing brands were up to 80%.

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< p > in the "10th anniversary summit forum of China's department stores", Chu Xiuqi, President of the Chinese Department Store Association, believes that there are three reasons for the weakness of domestic brands in department stores: first, the lack of confidence in the national brands; secondly, the business location of department stores is constantly upgrading, many local brands are discriminated against or even forced to withdraw; third, the national brand building is relatively weak, and the brand value remains to be improved.

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< p > Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, believes that, based on the WTO rules, the development of domestic brands is difficult to have special preferential treatment in terms of policy, but this does not mean that a href= "http://www.91se91.com/news/index_c.asp" > retail "/a" industry has nothing to do.

"The establishment of China's famous brand commodity counters is a way to explore."

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