Shopping Mall And Monopoly Mode Are Not Allowed To Co-Exist At Will.

some clothing From the pricing point of view, the brand is well inclusive. Market They can also make profits easily, and they can also make money in stores. Can these fashion brands take the mode of shopping malls and monopolization at the same time?

A clothing brand opened a store in a provincial capital city, and its profitability was better at the beginning. A year later, the brand also attracted the attention of a good local manager, so the brand entered the shopping mall in a logical way. However, when the brand entered the shopping mall, the sales of specialty stores plummeted, and the shopping centres also barely kept the capital. Why is it because sales conflicts between shopping mall mode and monopoly mode?

In fact, this Sales conflict is mainly manifested in promotional activities. Generally, the activities of shopping malls are relatively large, and the number of times is frequent, and shopping malls will give certain subsidies on the point of discount when large promotional activities are conducted. If there is a shopping mall mode and a monopoly mode, sales promotion activities are difficult to synchronize, which will have a greater impact on customer consumption. Customers will buy when they are doing activities in the mall. clothes On the other hand, you will lose faith in your brand. However, if your clothing brand strength is strong enough, shopping mall mode and monopoly mode should be done at the same time. For example, when a shopping mall is doing promotional activities, a sufficiently strong clothing brand can generally not participate, so that it can synchronize with the promotions of the store and avoid the problems mentioned above.

some Clothing brand Companies and agents are also very aware of the trouble of shopping mall mode and monopoly mode. They even know that the positioning of their clothing brands is not suitable for market profits, but it is still the two channel mode coexist. They believe that the radiant power and influence of the first class shopping malls in the first tier cities are comparable to those of the exclusive stores. They believe that the clothing brands that can enter this shopping mall are good clothing brands and strong clothing brands. Some people even think that after entering such shopping malls, they have no worries about their high pillow, so they want to squeeze in. In fact, the radiant power of shopping arcade tends to be more than that of shopping malls. The radiant power of exclusive stores tends to focus on more stores, and the radiation between shopping malls and exclusive stores is generally small.

There are also some Brand Company with a disordered channel pattern. In order to make the market profitable, the tag price will be raised directly. clothing Brand clothing The price Belt should be fixed at the very beginning. After the operation, it can not be adjusted because of the popularity of the clothing brand, the increase of the shops or other reasons, because the frequent adjustment of price positioning is very harmful to the clothing brand. Therefore, the clothing Brand Company should begin with the first day of listing, and should formulate the price bands of all kinds of products in the four quarters, do not change easily, plan the product positioning and channel positioning, and integrate the product positioning and channel positioning perfectly, rather than in the future. Management The process is adjusted repeatedly.

Sometimes, because of the characteristics of the channel mode of a certain area, a clothing brand will adopt a channel mode specially, which will bring difficulties to the development of the channel. If we really want the coexistence of multiple channel modes, we need to achieve two points: one is the same channel mode in the same region, the other is different channel mode; the two is that the multiple channel modes should be divided into primary and secondary ones. The regional channel model focuses. For example, the southern provinces mainly attack the monopoly mode, the northern provinces mainly attack the shopping mall mode, the provincial capital cities mainly attack the shopping mall mode, the prefecture level cities and the county-level cities mainly attack the monopoly mode and so on. The main and secondary points are mainly shopping mode or monopoly mode.

To sum up, when we build channels, we should analyze whether our clothing brands are more suitable for monopoly mode. Shopping mall mode What is the best profit area and the best profit rent? After clearing these problems, concentrate on the core market.