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Why Is CCTV Clothing Brand Hard To Enter A High-End Department Store?

2013/9/20 20:19:00 53

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CCTV Costumes Middle And High-End Department Stores Brand Costumes

since 1996, China's inland retail market has undergone tremendous changes. In the connection with the international market, international Zero selling new mode and new format, various international retail modes have entered China's local market. Over the past ten years, 100 companies have gone through two specialization in the development of the retail market. The first is specialization by category. For example, shopping plaza (supermarket) is mainly aimed at the daily life of goods for sale, household appliances such as Gome, Suning and so on, mainly engaged in household appliances, as well as Sweden's IKEA household, B&Q in building materials retail, and so on. These are the results of specialization in China's retail market. In the first specialization, China's department stores mainly completed the transformation of the mainstream retail platform, which is located in clothing, shoes, leather goods, jewelry, cosmetics and other high-end market. The second specialization is mainly for the subdivision of the department store industry - the specialization division of consumption level. Although most department stores are positioned in the high-end market of a href= "http://www.91se91.com/news/index_c.asp" > dress > /a class, there are still differences in the consumption level. For example, the friendship group in Guangzhou is mainly luxury positioning, while Guang Bai department store is the positioning of the public while modern department stores are the positioning of discount. The department store has already presented a pattern of subdivision and differentiation. 
 from 1998 to 2001, the operation mechanism of state owned department stores was almost completely transformed from the original purchase and sale system to the brand joint venture system. The core of the brand joint operation system is to share the risk of sales with the brand, and the sales commission is the most important way to divide the income. In fact, in addition to the brand of individual department stores, most clothing brands have been withdrawn from marketing, and the main function of department stores is to build clothing brands as the main selling platform. 
 department store industry is an important branch of Chinese apparel industry. In order to avoid the precise positioning of the most important thing to avoid the homogenization operation, how does the Department Store realize its precise positioning in the retail market? The most important method is brand screening. Brand screening determines the brand combination of department stores, and the brand combination determines the basic positioning of department stores. The basic positioning determines the market segmentation and consumption level, and directly affects the level of profit making. That is, a department store realizes its positioning in the retail market through the positioning of the selected clothing brand. That is to say, the location of department stores in the retail market determines the scope of the brand that he chooses to cooperate with. 
 any brand positioning in the whole market determines whether it can enter the middle and high-end department store. The brand that does not conform to the basic positioning market is difficult to enter the department store. For example, a number of brands, through CCTV, paper media, do more advertising, brand awareness and wide knowledge is relatively large, but such brands do not necessarily become the object of department stores, especially mature department stores in the second tier cities, basically evading these brands, why do they basically avoid these brands, not the social business relationship is not in place, nor is the name of the brand not loud enough, but the positioning is not correct. "Famous brand is not equal to the high-end brand", which is a precise understanding of the positioning of clothing, many local brands can not only enter, and the local famous brands that have entered China in the past few years have been withdrawn. 
 the main reason is that < a href= "http://www.91se91.com/news/index_c.asp" > brand awareness < /a > does not represent the market positioning of the brand. Well-known and can not replace subdivision positioning. That is to say, how a brand has a high reputation, but the market positioning is not a high-end positioning, it is also very difficult to enter the high-end market with department stores as the main body. Brand positioning is the only identity card for the clothing market. 
 therefore, for some CEOs and consultants in the industry, the brand strategy of three high and low markets is homogeneous, and each sub market plays different roles in brand strategy. The low market is engaged in wholesale, ensuring quantity, mid-range franchised stores, ensuring the occupancy and profit, and the high-end market is mainly to enhance brand awareness. So is it feasible for a brand to be a marketing strategy with three or less high schools in the real retail market? The answer is No. 
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P, --EndFragment--! Department store, as a representative of the high-end retail market, will only choose the brand that matches its own identity. For some low-end brands, it will not make a choice for the location of the department store, even if there is a very outstanding performance after selecting, it is also a marginal brand that department stores can always eliminate. The compatibility of clothing in the whole retail market is relatively poor, and it can be used in the whole retail market. < a href= "http://www.91se91.com/news/index_c.asp" > high-end brand > /a > into mass fashion department stores, department stores are also willing to introduce this brand with superior conditions, so as to enhance the positioning and grade of department store brand. For low-grade brands, especially the well-known low-grade brands, their market positioning is difficult to be compatible with the mid end department stores. 
 from the Department Department's strict determination of brand positioning, it is easy to see that the marketing of clothing brand is quite different from that of fast moving consumer goods and durable consumer goods. For example, green arrow gum as a fast food product can be sold in department stores, sold in supermarkets, even in a grocery store on the street, newspaper stands, ice cream shops, etc. As long as it can see consumers, it can be sold, which does not affect its brand itself, because it is a "public" positioning, up to the president, down to beggars, everyone can consume gum. 
 clothing, regardless of clothing or shoes, there is a strict market segmentation. It is generally believed that the most widely located casual wear is from 15 to 60 years old. After years of marketing, it has also been subdivided into one of the business leisure oriented middle-aged people, positioning in sports occasions, and even some emphasis functions in sports, some emphasize fashion, such as KAPPA. 
 we must admit that fashion is a "niche" market rather than a broad mass market. Of course, this niche is relative to the market capacity similar to cola and other fast food products. Fashion can only be a niche market. We can sell Wahaha to 5000 counties in the country, so we can not distribute LV to every rural town. 
 brand has to undergo metamorphosis if it wants to enter middle and high-end department stores. After talking about such a long time brand, let's first discuss what brand is. There are too many definitions in the textbook. I don't want to repeat the words of the forefathers, authoritative words, English or Chinese. As for the leather consumer goods represented by shoe bags, I personally put forward a unique view of the brand: 
 what is the product? 
The word "P" is made up of three mouths. I think the first word contains "type", "raw material and technology", second mouths are fashion, "time" is fashion and trend, "Shang" is exquisite and noble, third mouth is "management and service", management refers to efficiency, "efficiency" is precision, "rate" is fast, service is a kind of comprehensive experience, from six elements, we can draw the character of today's brand, in fact, it is a professional high level representative. 
 what is a brand? My own opinion is that brand is a place in the mind of consumers. A position is a card, no position is no card, even if some commodities are well-known, but for a wealthy middle-class consumer, she will not choose to buy this brand, so that goods, at best, the consumers in the market segmentation, not the brand, is just a known name. 
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 --EndFragment-- > brand transformation is not only a trend of internationalization, but also a trend of refinement and fashion, including the whole business. It must reflect professionalism and professionalism in the operation ability, that is, the era of elite clothing channel and terminal has arrived, because the cost and cost of the high-end market are relatively large. One aspect is to cope with the increasingly fierce brand competition of department stores, and also to meet the expectations of consumers increasingly demanding services. 
 some brands in Southern China do not have a high reputation for advertising, and even in some major TV media, they do not advertise, but their performance in the whole high-end market is very outstanding, mainly because of the use of terminal marketing to start the brand. Recently, a chief executive went to the Beijing market to do research. At that time, he saw a new menswear brand. The brand terminal worked well. So he visited the headquarters of the brand in Beijing. What surprised him was that the brand's headquarters in Beijing had only 50 square meters of office and few staff. When he mentioned this case to me, he said, if you can't imagine that this is a brand in a very small residential building with less than fifty square meters of office operation, you can imagine that he must be a company with a certain scale. I say it is not surprising that big companies are not equal to internationalized companies. People do well mainly by relying on wisdom above the neck. 
First, if we enter the middle and high-end market, we should consider at least two points. First, if our brand remains unchanged and the quality of commodities remains unchanged, the original channels of agency and wholesale mechanism remain unchanged, and whether the existing department store market is feasible; second, when we enter the market, we must consider the limitation of the channel mechanism of the former brand agency; because the market of department stores is not blank at present, and many brands that have been in operation for many years, they also encounter similar channel limitation problems, which is to continue the old road to enter the market, or to further reform and re-enter the market. 
 enter the market of middle and high-end department stores. We need to prepare for the market of high-end high-end department stores. The department stores are no more than the franchised stores on the street and fail to relocate and reopen their stores. But department stores can not do so. Hundreds of good department stores nationwide have hundreds of homes, and the entry is relatively high. Once a department store fails, it may be difficult to return to the market within three to five years. Even if we go back to the market, the cost of consideration is not just about business relations. 
P > brand entry into the middle and high-end market needs three stages. The first stage of operation is to standardize the image, goods and services, and to make the connotation of the brand. A new brand enters the middle and high-end market, and consumers have little knowledge of it. When consumers do not have any consumption experience, consumers can only believe in the reputation of department stores and the information conveyed to consumers in the various aspects of the terminal counters. Now, there is not a foreign name. A story of a brand can get the full trust of consumers. The real meaning of the brand is to make consumers truly feel that this is a regularized brand. This is a brand that is truly internationalized and is still not easy. < 
 the second class must be a single shop profit, and we must have precise and thin line professional means to achieve. At present, there are many brands in the process of opening up, what kind of strategy is adopted? Long term training, for example, a boss has a brand of a woman's shoes, that is, you should not think about making money in three years. Why do we have three years? Because we do not have the traditional method of technical content and professional content, and slowly do it, and accumulate time for the old customers to preheat the market. Indeed, it can not be done in a few months. Will the department store give such a long training period? At present, the highest training period for a department store is about half a year. If half a year to a year, the brand can not bring considerable profit to the department store, then the department store will kick the brand away, so it is very important to realize the specialized shop strategy in the short term by using the precise chain. Making money is three years from now. 
 Third, no brand can open a shop, but expand to a certain number of stores throughout the region. These stores can belong to agents, belong to franchisees, belong to Brand Company's direct store, and finally to solve such a problem: terminal management. How to use a precise marketing management process to solve the bottleneck of terminal standardization, in fact, how big the brand can go to (not out of control, low risk), we know that the highest intention of chain is to achieve a high quality standardization, because only high quality standardization can achieve the lowest cost, communication maximization, efficiency maximization and product market sales scale, which is the most fundamental problem. 
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And mode, the current management consulting companies in the industry provide more methods and tools. Any solution to any problem lies in whether we should grasp the essence and solve the problem. Whether or not we should deeply grasp the essence and solve the problem. First, a garment or footwear brand should enter the middle and high-end department store market, first of all, it is a retail market problem. Then it is a garment, footwear industry and a retail market. After that, the problem of high-end clothing and footwear retail market is followed by the problem of a brand. The order of problem solving is: the retail market problem - the fashion market retail problem - clothing, footwear fashion retailing problem - high-end high-end men's shoes (women's shoes), women's shoes (shoes) brand, and its foundation is to solve the retail market problem. < --EndFragment-- > to solve fundamental problems. 
 systematization is the key to solve problems. For example, different tools and methods can solve commodity display, merchandise ordering, personnel service, etc. However, the results of different solutions are quite different. The difference is that although "eye" is similar, everyone's "difference" is the key core and chain to solve the problem. This is also one of the main reasons that some enterprises have repeatedly done terminal standardization for so many years, but the main reason is that a lot of work has failed to solve the "Outline" of solving the essence of the problem. At present, we advocate that we should learn from the international chain operation retail system and experience to solve the problem, build a standardized management system, take the company brand as the core, build a terminal control and supervision system, regional marketing process, and store management standardization three level system, regardless of whether the shop is a distributor, agents or direct companies, through the head office service, marketing, and three lines in a number of stores to carry out a comprehensive control, respectively, in the service, sales, display, finance, standards and other five modules of terminal management mode. 
In the light of such a model, there must be some doubt for the CEOs. First of all, this is a positive answer to the question of whether the international dress and retail standardization system has been approved by the Chinese local market. The answer is yes, because the operation system of this international clothing brand has been successfully operated in China for more than 10 years, and has made a great achievement. Second, will the adoption of such a system increase the cost? Any new management system or the improvement and upgrading of the original system will require input costs (no input, output, laughter). When the new system is established, its operating cost will be lower than the original traditional channel operation cost. Even under the same input, it will achieve much more efficiency than the original traditional channel management. Third, is the current team of a company capable of running such a system? The operation of internationalized chain retailing requires the capability of the enterprise team. Team work ability and speed is a key link in the whole operation process. 
In this way, why do we need to establish this international standardized terminal chain sales management system? That is because our entire clothing market is currently operating a large-scale retail market with brand as the leader and retail counters as a chain. P First, we are doing the retail market; second, we are driving the modern chain of the coach; third, we are the brand leader; to do this market, we must have a fine plan. The market is gradually maturing, five or six years ago, seven or eight years ago, when many people mentioned chain, people would go crazy to join, because at that time chain joining was an opportunity. Now, as the market matures and professionalism is heating up, we can see that it is not advertising, not just good products, rather than entering a local good department store to set up counters. Our brand may make money. Today we must master a specialized tool, professional method and professional team to make money. This is the general trend of market development and the general trend of the retail market of apparel market. Therefore, there must be a set of meticulous and bottleneck free solutions to solve the problems of the market. The models can be established in five or ten years to create sustained benefits for enterprises. The experience of international apparel retailers in the mainland over the past decade is the fastest and lowest cost way, especially for the mature market, the high-end market of mature cities. The advantage of this mode of operation is more obvious and the greater the efficiency. 
 in today's department stores, clothing, shoes, bags retail market, leather products market opportunities are relatively large, such as women's shoes, sales share has been expanding in recent five to seven years. For different urban analysis of retail maturity, the brand of women's shoes is gradually expanding, and the market space for men's shoes is bigger. Middle and high-end brands are still relatively scarce in department stores. Leather shoes are much more likely than women's clothing and other mature clothing segments. This also provides a very good opportunity for many brands to enter this high-end market. 
 under such a market opportunity, we need to make adequate preparations to enter. Only by upgrading the concept and changing the existing routine can we make profitable high-end market in the short term in the market of economic operation. So we say that what brands need to enter the middle and high-end market is a prepared war. This preparation is not only a brand name, a Western aristocratic brand story, a style of R & D and production, but also a standardized and standardized operation of the terminal, which can reduce inventory and make profits in the short term, because the threshold of the market is getting higher and higher today, and it is more and more mature. 
 since brands have to enter the high-end retail market dominated by department stores, let's first look at the characteristics of a clothing retail market like China's department store.