Harold's Success Lies In Not Copying And Creating Brilliant Achievements.

With China Clothing brand More and more enterprises are turning their attention to Europe and America. There are not only the examples they follow, but also the competitors who are eyeing the Chinese market. Some of them have survived after the time precipitated, and have been learning for a long time.

Recently, China's high-end Parent child dress Dong Wenmei, one of the leading brands of T100 children's wear, has been thinking and feeling about the Department Store channels and business models in the UK during his travels in the UK, combined with the survival and development of the brand in China.

　　 Harold's success lies in "no duplication".

Nowadays, the relationship between department stores and brands in China is described as: department stores are strong and brands are weak. In dealing with the attitude of independent brands and foreign brands, many domestic brands often give up their own brands to cater for some foreign brands.

In Dong Wenmei's trip to England, Harold, the most famous department store in Britain, left a deep impression on her. This old British department store brought her many thoughts and inspirations, especially on how to be more professional in one field. "Harold's department store, known as a world-famous department store, has an annual sales volume of 15 billion yuan, while the Sales Department of our country's best selling department, shinguang Tiandi department store, has an annual sales volume of only about 6 billion yuan. What attracted people from all over the world to shop at Harold's department?" Dong Wenmei threw reporters out of the problem at the beginning of the interview.

" Harold Department stores make me really feel its professionalism. Dong Wenmei said. When it comes to the reasons for its success, Dong Wenmei thinks: first of all, unlike the general department stores, there are many chain stores. Only one shop is opened by Harold. Secondly, Harold has a long history and can not be copied. Harold will spend nearly 1 billion yuan a year to redecorate the store, and such a huge reloading cost is still unavailable in the current department stores. In addition, the department store will effectively integrate art and Commerce in the division of shopping malls, different regions represent different cultural ideas, and make consumers feel emotional resonance. Another is that the independent brands of department stores are among them. It is easy to see that every category in this department store has its own brand and occupies a very large area. In addition, Harold's department stores are more willing to choose those brands that have market potential than the well-known luxury brands. Therefore, under the premise of quality assurance, the uniqueness of the products and the market development prospects become the stepping stone for the brand to enter the department store of Harold.

　　 Shopping malls and brands "respect each other"

In the course of the visit, Dong Wenmei also found that the children's clothing area in this shopping mall is larger than the children's clothing area in the domestic market, and the area of thousands of square meters in a shopping mall is divided into children's clothing area. This is because in the eyes of British consumers, children's clothing represents family taste and self-cultivation, so they will pay more attention to children's dressing taste than Chinese customers.

"I think Harold's core spirit lies in its historicity and inclusiveness. In the UK, each brand has its own personality, and it will not be easily changed to cater to the market trend. It is different from the conditions that domestic department stores always impose harsh conditions on their brands. The relationship between Harold stores and brands can be described by "mutual respect". Dong Wenmei added. This year, due to the "lack of respect" of the other side, Dong Wenmei has continuously refused the invitation of two top domestic department stores. "T100 is a brand with personality and backbone. It will never lower its status to compromise." In Dong Wenmei's opinion, the personalized positioning of the brand can reflect people's true feelings about the brand, and a personalized brand will make the target customer feel that it is suitable for his own type.

　　 Traditional department store is not afraid of e-commerce development

In the current environment, the gradual change of consumer buying habits makes traditional department stores face the test of "speed of life and death". There is no denying that the popularity of e-commerce has caused a great impact on the department store industry. But will it have a decisive impact on the future development of department stores? Will brand entities be replaced by history? These problems are not only placed in front of department stores, but also worthy of deep consideration by brands.

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Facing the rise of the electricity supplier, the whole department store industry has a strong sense of crisis. According to Dong Wenmei analysis, in the actual operation of shopping malls, large supermarkets have gradually established brand awareness, and their transformation speed is faster than that of department stores. As for the current department store industry in China, they still focus more on their own channel providers. When the clothing brand attached to department stores gradually became strong, clothing brands began to consciously break away from the control of department stores and exert themselves in the structure and formation of their own channels. "If the domestic department stores begin to build their own brands gradually and increase their support for domestic brands, and focus on the cultivation of brand personalization, the substantive department stores will have more voice in the future competition in the channel industry. During the communication between Harold and me, they also felt the serious homogenization of Chinese clothing brands, and thought that the department store industry should be more personalized, experiential and artistic in the direction of development. Dong Wenmei said.

The business model is facing enormous challenges. E-commerce is popular. In the choice of "left or right" crossroads, many traditional department stores begin to transform to high-end consumption. But Dong Wenmei firmly believes that e-commerce will not have a big impact on the department store industry, because the consumer experience of physical stores can not be replaced. At the same time, supporting her belief is not only her experience of shopping with shopping malls for many years, but also the data analysis of Harold's department store: in the whole consumer behavior, e-commerce is only a "icing on the cake" which is more than 10%~15%. In addition, consumers of "post-80" and "post-90s" consumers in China and Britain still pay great attention to the consumption experience. They believe that the shopping environment should be more fashionable and personalized.

　　 Cross boundary and integration of department stores

ZARA, UNIQLO, H&M and other fast fashion brands have been stationed in Wanda Department stores, becoming a hot topic in department stores this year. Compared with traditional department stores, Wanda Department has its particularity and progressiveness in its marketing mode. Dong Wenmei said: "Wanda Department Stores perform better in marketing innovation. For example, Wanda has increased the proportion of life and experience formats, which is also a future trend of China's department stores. Wanda mode also tells us that clothing sales is still one of the most important formats for attracting tourists, and the entry of fast fashion brands has become a symbol of the quality of urban complexes and a guarantee of gathering popularity.

In view of the current situation of department stores, how to get out of the difficulties and open the market, Dong Wenmei gave his own suggestion: "the misunderstanding of China's department stores is that the target audience is not clear, no clear market positioning has been established according to the market changes, and there is no provision of suitable consumer demand services, which need to be achieved through the transformation of the operation mode." In addition, at the end of the interview, Dong Wenmei particularly mentioned the innovation of business mode. The department store industry should relocate and segment the market instead of breaking the existing market "cake". It is the direction of future development that "avoid duplication, partition division, and strive to meet customer's demand chain in the way of" cross-border and integration ". Dong Wenmei said.