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Dong Wenmei, Chairman Of Children'S Wear: How Should Brands And Retailers Coexist?

2014/2/5 22:59:00 51

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Children'S Wear Chairman Dong Wenmei Brand Retailer

retail panic panic /p >

recent exchanges with some of our peers have achieved good results, but they still encounter adjustment in their location in the shopping malls, which makes me very entangled.

The overall performance of China's department stores is declining, and the British trip has convinced me that China's department store environment will have more shuffling and deeper adjustment.

the practice of many department stores at present makes me unable to understand.

I can understand the declining performance, vicious competition, and some people rushing to take measures to stop the downward trend. Unfortunately, some of them are afraid of "drinking poison to quench thirst".

Recently, a lot of voice about "a target=" _blank "href=" http://www.91se91.com/ "dress less /a" has been done in retail industry. As a target= "_blank" href= "http://www.91se91.com/" > clothing brand "brand", we can personally feel that some department stores are constantly shrinking their clothing areas, increasing restaurants, cinemas, entertainment and leisure areas.

Catering and entertainment area is large, flat effect is low, rents are low, although the short term can attract people, but the clothing area rents are high and the discount points are high, which is more in line with the long-term business interests of department stores.

Moreover, does the Chinese people really need so much "beer and skittles"? Is Chinese department store moving from the "discount" homogenization to the homogenization of "eating and drinking"? Clothing consumption is the four most important livelihood of the people, where is its location?

the impact of online shopping and the decentralization of passenger flow make many retailers feel confused and overwhelmed. This is what they feel for me.

But in fact, they do not need to panic.

Because the essence of retail is experience, clothing, catering, entertainment and other experiential products must be consumed in the physical store. The electricity supplier can not replace the physical store, because the electricity supplier can not experience art, service and life.

The market share of e-commerce is only a low daily necessities, and the share will not exceed 15%.

According to McKinsey Co, by 2020, China's online retail market is expected to reach 420 billion to 650 billion dollars, equivalent to 20% of China's total retail sales in 2012.

We visit the British commercial enterprises, they now pay great attention to high-tech marketing, customers enter the service staff will know what you want to buy, what has been bought before, despite the use of the big data cloud era of the most advanced information technology, the British top department store Harold (Harrods) operation director Raj Assanand still think that e-commerce is only a physical store icing on the cake, is to achieve the top shopping experience of the entity shop.

the real need to lose heart is to lose judgement.

What are the experiential products? What kind of brand structure is welcomed by the customer group? What is the future subjective consumption pattern?

These problems can not be judged, so we can only achieve the "drastic" adjustment.

The higher the rent deduction point is, the higher the rate of "eating, drinking and playing," and driving away the independent brand to make way for the three or four stream of so-called "international brand".

These are the real ways of making people feel nervous.

more than 90% of the department stores are now doing real estate. Real estate department stores advertise and department stores become the "Facade" of real estate. If there is no real estate support, how long can China's department stores sustain?

the "clothes and necessities" of the "clothes" can not have no sales channels.

The process of channel adjustment is also a game between brand dealers and channel players.

A good brand should come out. It's not your channel, it's his channel.

When brands grow, they need to borrow department stores, but not for you, mature brands can be withdrawn from department stores, just like GREE electric Dong Mingzhu's withdrawal from GOME.

Many women's clothing brands in China are not now stationed in department stores, and I believe it will be the age of winning brands in the end.

The core of "P > retail is experience power /p >

I attach great importance to the British experience, not only because the T100 brand style is "aristocratic style", but because Britain is the birthplace of the modern business model, and its commercial retail operation mode has experienced the test of prosperity and depression, which is of great reference significance.

experience, individuation, artistry and Chinese department store of homogenization are different. British department store is differentiated by echelon development, Harrods department store at spire, John Lewis in middle class, M&S in mass department store (Marks & Spencer Martha), and hundreds of goods in youth. The location of each department store is very clear.

Each department stores in its respective location, try to highlight the characteristics, enhance customer experience.

All the experience of Harrods revolves around "luxurious" two words, magnificent and resplendent. Entering Harrods is like entering Art Museum and Museum. Harrods invest about 1000000000 to decorate the building every year, spend 300 million to decorate stairs, build staircase in opera house, and perform opera on the stairs.

Harrods department stores sell 15 billion annually, while our best selling store in China is 6 billion.

The British believe that a department store represents a class culture. John Lewis decoration is very petty bourgeoisie. Even the Martha store facing the general public has its own cultural personality.

It is better to extract "positive energy" from the perspective of "enhancing customer experience" rather than superficiality of Wanda's practice as "de dressing". P

Wanda system has increased the proportion of life and experience formats. Wanda has been improving its brand series and increasing its distinctive brands. It has made cooperation with flagship champion brands, fashion brands and international luxury brands, especially with special restaurants at home and abroad, and the most popular local catering brands.

independent brand and private brand, the British people pay great attention to the style, personality and cultural connotations when choosing brand clothes. Therefore, the style of British clothing brand is clear and the consumption of consumer groups is clear.

In the UK, every department store has its own personality and will not change its position in order to cater for a luxury item.

Every department store in Britain has its own brand, from clothing, bedding, table to food...

Almost all kinds of products have their own brands and their own unique brand collocation, which is regarded as a magic weapon to shape the characteristics of department stores.

British department stores rely on distinctive brands to retain customers. Chinese department stores rely on discount sales to quickly withdraw funds. They lack brand personality and lack the determination to explore new brands. They believe that the risk of creating new brands is large and they do not know how to develop their own brands.

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In the department stores such as Europe, Japan and other developed economies, independent brands are dominant. There are usually one or several floors to sell local a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand or more special brand. P

In the view of P, our department stores still regard foreign brands as the most valuable products and abandon their own brands to cater for foreign brands, including some brands still blindly acting on foreign brands.

China has long been an era of "Adidas fashion". Some practitioners' practice really underestimated the aesthetic ability of contemporary Chinese consumers.

A number of good local clothing brands have grown up. They can help department stores realize the characteristics of brand composition and win stable customer groups.

"P" and brand symbiosis exist in the UK. Department stores have a high degree of dependence on brands, and department stores often use their brand merchandise to create their own positioning in the market.

They will also vigorously develop new brands with potential, such as Harrods department store, which offers almost half of its location, displaying and selling clothing brands to Victoria Beckham (Vitoria Beckham) and other cutting-edge designers.

Brands and department stores really reach the state of interdependent symbiosis, so brands and department stores respect each other.

emphasis on family consumption occupies a floor in the whole children's products area of Harrods. There are children's amusement parks and children's restaurants. Children's wear is very large, children, children, children, outdoor areas, swimsuit areas and evening dress areas.

The different products of the brand are distributed in different regions.

If you look at the children's clothes in China's department store, crowded and crowded, I specifically ask this question to Harrods director: why does Harrods make children's clothing in such a large area? His answer is: do you want to think who is really spending power? There are people with families and children, not young people. These people come to shopping must be family consumption, and children's clothing is an important part of family consumption.

Not just Harrods, but also in other British department stores. A four or five floor department store has at least a few thousand square meters of children's wear area.

The British believe that the real consumption group should be family oriented, and only family consumption can really drive the consumption of general merchandise.

They pay more attention to children's dressing taste than Chinese people. They think children's wear represents family taste and cultivation.

China's children's base and the status of the only child all determine that our children's consumption demand will be greater than that of the UK.

Children's products range from diapers, children's cars, children's toys, food to children's clothing. The sales volume is large, and the elimination rate of products is several times that of adult products. It has a wide market.

At present, the manufacturers of children's products are fully aware of this. As far as children's wear is concerned, international luxury brands have launched children's clothing in China, and domestic brands are also unwilling to lag behind.

Why can't the Department Store see this business opportunity? It's still moving the children's clothing from the core to the side hall, then moving from the side hall to the central island.

If P loses family consumption, the department store will eventually lose its competitiveness.

Fortunately, there are also some discerning domestic department stores practitioners, and gradually realize the importance of "family consumption". For example, Beijing's Jin Yuan, Yansha mall, children's wear and other children's products areas have gradually expanded to the entire floor, and their business performance is also improving.

a popular saying is popular among the British people: first class talents do business, second rate talents are scientists, and three talents are civil servants.

As a member of the brand business, I sincerely hope to work together with excellent retailers to start from the retail experience, start from family consumption, symbiotic and coexist together, and tide over the difficulties together, win tomorrow!!