Big Stores Make Clothing Brand Love Deep Hatred.

Speaking of a large supermarket, the signal it conveys is the place where the daily necessities are sold and the place where the clothing is sold.

Generally speaking, the clothing sold in the hypermarket is not very high.

To tell the truth, the author has been engaged in clothing brand for many years, and has not yet considered the hypermarket as the channel of clothing brand several years ago.

In recent years, as the cornerstone of the brand, the importance of channel has become more and more important for the clothing brand. All kinds of channels have become the target of clothing brand competition. Similarly, the hypermarket has also become the focus of attention in the establishment of various garment brands. WAL-MART, Carrefour, Metro and other international big stores, as well as trust mart, Century Lianhua, Tesco, Auchan, and RT mart, are constantly increasing the brand clothing area.

As the channel is king, each supplier and brand is not only responsible for the sale of large stores such as bar code, promotion fees, shop fees, and gift fees, etc., but also bear the risk of continuous public relations and bear the risk of the last knock-out system.

For the clothing brand, the hypermarket can be described as "eating without meat and giving up tasteless".

Then, how can the brand get along well with the hypermarket and get better returns?

(1.) knowing the big stores, the large stores occupy the channel resources, the suppliers and brands that are stationed are the tools for the survival and development of the hypermarket. The significance of the suppliers and brands is to reach the goal of creating high sales volume and high profits for the hypermarket.

Once suppliers and brands lose this value, they will face the doom of being eliminated.

Second, because the hypermarket has channel resources, the hypermarket becomes the maker of game rules, and many suppliers and brands are passively played by a paper overlord clause in the hypermarket.

Otherwise, suppliers and brands may go out of nowhere.

2., it is argued that brand positioning is suitable for shopping mall. Brand positioning includes market positioning, consumer positioning, product line positioning and price positioning.

Secondly, how to design the distribution channel of brand?

Unless it is a low-end clothing brand or clothing accessories brand, do not set the main channel as a hypermarket; unless the brand is in the deep development stage of the channel or the regional market is in a dense distribution period, especially when the brand is in its initial stage and growing stage, the brand should be cautious in entering the hypermarket; and the high and middle grade brand with exclusive distribution or selective distribution will be cautious to enter the hypermarket unless it is a special price terminal.

3., demonstrate the feasibility of the hypermarket. First, understand the safety of the hypermarket: in recent years, because of the importance of the channel, many real estate companies have entered the hypermarket area, but professional limitations may bring business risks. At the same time, the expansion of the local successful supermarkets is also uncertain due to the speed of expansion or human resources. These wind tests are especially important for new stores.

Second, understand and analyze the location, business history, business area, layout, convenience and product variety of the hypermarket.

Third, by observing the flow of shoppers and customer structure, customer purchase, cashier checkout and the display of goods on display, the business status is judged.

We should pay special attention to the characteristics of clothing purchase.

Fourth, understand the number, location, business area, layout area and operation status of the store.

Fifth, contact the store staff to find out the relevant information of the hypermarket.

To evaluate the feasibility of brand entering the hypermarket based on all aspects.

(4.) although the rules of the game are set up by the hypermarket, negotiation skills sometimes gain unexpected results.

First, prepare the relevant documents and materials of the brand, prepare for trouble.

Second, find the right person, say the dialogue.

Third, don't reveal the cards to the other too early.

Fourth, through other ways, we can learn more about the hypermarkets, other brands and the situation of key players.

Fifth, do not introduce products too much, but focus on brands.

Six, seriously weigh the advantages and disadvantages of site leasing or joint operation, and verify all possible expenses, and make a good prediction of operating budget and win lose balance point.

Seventh, seriously study the contract and avoid the trap as far as possible in the formatting contract of the hypermarket.

(5.) operation and communication should be considered as one. Do not think that it is only necessary to deal with the relationship between the purchasing staff or the merchants.

Secondly, pay more attention to the information about the brand itself and the hypermarket, so as to keep the communication smoothly with the store as far as possible.

Third, do a good job in the location of the store in the brand channel design, and do a good job in goods, prices, personnel, shop and other aspects of the matter.

Fourth, the sale of stores generally relies on price and goods superiority. Brand should set up full-time KA staff, do well in organizing goods, do well in quick response, do well in personnel management, do well in image and do sales well.

Because of the positioning of sales performance and contribution, the hypermarket should try to be a direct battalion, so that it can play its full role in the channel structure of the brand.

Six, in its operation, the brand will prepare a set of feasible SI plan, product scheme and promotion plan for the specialty of the hypermarket.

Seventh, brand should constantly strengthen the comprehensive quality of KA personnel to ensure smooth communication and quick handling of problems.

Eight, to get along with hypermarkets, public relations should pay attention to moderation. Public relations in operation are like lubricants, too much can not be done; and in terminal stores, sales or sales have the most say.