Retailers And Branding Businesses Begin To Shift Their Rights.

"P", in order to take the position of the original national beauty of the Chinese square, the Chinese department store has quietly expanded it into a leather shoe leather area and introduced 70 brands at one breath. In September, in the Beijing Road store, which was pformed to ottles, a strong brand appeal BELLE was quietly entered, but it was not a single store of all brands, but a discounted collection store, and the discount of some products could be as low as 77% off.

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< p > in fact, the shoe theme collection shop is not new.

However, now that the clothing industry has been hit hard and the electricity supplier market invaded, the new move of entity merchants has aroused concern.

In response, reporter survey found that the sudden change of the environment is making the department store and shoe enterprises brand players have been strong and weak game relationship has undergone subtle changes, we began to find another balance of interests.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > retailer < /a > intensify business adjustment < /strong > /p >

< p > October 2013, the number of retail sales of 100 major large-scale retail enterprises increased by 2.7% over the same period last year, slowing by 7.4% compared with the same period last year, the lowest monthly growth rate this year.

Facing the depressed market, entity merchants and brand dealers are constantly adjusting.

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< p > grabbing the location of China Plaza on the first floor of the Chinese Plaza, the Chinese department store's < a href= "http://www.91se91.com/news/index_c.asp" > leather shoes < /a > leather area has been rapidly expanded.

"The Chinese department store was originally only 14 thousand square meters, the area is relatively small, each category is not big, and the footwear brand has only 28."

According to Sinai department store general manager Dou Huai Shan, the negative layer is suitable for making shoes. The location of Gome was more than 4000 square meters. After the advent of leather shoes stores, the footwear brand of China department store expanded to 70.

For such a structural adjustment, Dou Huai Shan said that although the trial stage is still under way, the sales effect is beyond expectations.

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< p > for BELLE discount stores.

Deputy general Luo Jian Ji, a modern department store, said that it had a point of order agreement with BELLE, and hoped that the retail price could be reduced by brand dealers through the adjustment of this agreement.

According to a person in charge of footwear investment in modern department store, the sale site can not make all varieties of a brand very complete. The store will usually focus on the sale of each brand's main selling products to the store so as to enhance the sales of stores.

The personage discloses, BELLE is in the department store of modern department store is main discount shop, the discount of its product already has 77% off to low, also have half off product.

In addition, the two brands of Lies Dan and CN E of the trust group are also displayed in the shopping mall.

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< p > industry insiders told reporters that this kind of collection shop not only made positive products but also made discount products, BELLE has been exploring this development mode in shopping centers since last year.

Its annual report 2012 revealed that the shopping center's door and door resources are relatively limited, and the footwear shops with too small size can hardly get an independent facade and form an effective display surface.

Multi brand stores can differentiate to satisfy consumers' one-stop consumption needs, effectively share rent costs and improve per capita sales efficiency.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > brand collection shop > /a > gathering multiple brands can not only form targeted services, but also help businesses concentrate products for inventory digestion.

Shen Zhengyuan, a researcher of CIC's circulation industry, said.

In the case of Dou Huai Shan, the collection shops of brands often reduce the area and concentrate on selected products, often creating high profits with small areas.

However, Dou Huaishan also pointed out that the brand image of each brand will not be very prominent because of its limited store area and the large number of brands gathered. It will have an impact on the brand image.

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< p > < strong > change of interest game mentality < /strong > < /p >

< p > brand and department stores continue to use the mode of joint pooling. The department stores basically have the right to handle business and promotion, and the brand is relatively passive.

But in the current environment of overall retail recession, it is common in department stores to ask for more promotion efforts to attract customers.

In fact, with the constant adjustment of the entire clothing and footwear industry, some of the powerful brands are not so cold with the promotion.

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< p > a well-known casual menswear brand official told reporters that its brand stores have now all withdrawn from the 100 channels.

"Guang Bai requires us to follow up the discount of participating in the industry, but we don't think big discount is suitable for brand development."

The source said.

At present, the whole leisure apparel industry is going through the discount and other means to speed up the stock market. This brand seems to be a bit puzzled.

However, according to the brand data, the orders in the three quarter, fourth quarter and first quarter of 2013 increased by 7%, 26% and 17% respectively over the same period of 2014.

In the eyes of the responsible person, he prefers to quit in order to protect the brand image.

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< p > according to the data of BELLE semi annual report, the profit margin of BELLE footwear was 22.5% in the first half of this year, which has a significant decrease compared with the same period last year, but the gross profit margin rose slightly.

"In the environment of low consumption intention and weak passenger flow, in general, excessive sales at the expense of gross margin can not bring the desired sales promotion.

In this year's market situation, market participants generally do not expect too much, and they will not be overly optimistic in the preparation of goods, so there is no more promotional pressure caused by the stock.

BELLE describes the mentality change of market participants in the report.

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