"Domestic Brand" Is Difficult To Enter The Department Store.

Any one brand A position in the whole market determines whether it can enter the middle and high-end department stores. The main factor that does not conform to the basic positioning market is that it is difficult to enter the department store. However, some brands do more advertisements through public media. The popularity and popularity of brands are quite large, but they do not necessarily become the favored objects of department stores. In particular, mature department stores in mature second tier cities will basically avoid these brands. Why?

Development risks across the board

The most important reason is that brand awareness does not represent the market positioning of the brand. Well-known can not replace subdivision positioning. That is to say, even if a brand's popularity is very high, but the market positioning is not a high-end positioning, it is also very difficult to enter the high-end market dominated by department stores. Brand positioning is the only identity card for the clothing market.

Therefore, some veterans and consultants in the industry put forward: brand strategy of high school and low three kinds of markets are homogeneous, each sub market has different effects on brand strategy. The low market is engaged in wholesale, ensuring quantity, mid-range stores, ensuring the occupancy and profit, and the high-end market is mainly to enhance brand awareness. So is it feasible for a brand to be a marketing strategy with three or less high schools in the real retail market? The answer is No.

Department store as medium High-end retail market A representative will only choose the brand that matches his own identity. For some low-end brands, they will not make the choice of the department store's location. Even if there is a very outstanding performance after choosing, it is also a marginal brand that department stores can always eliminate. And the compatibility of clothing in the whole retail market is relatively poor. The high-end brands can enter the popular fashion department stores, and department stores are also willing to introduce this brand with superior conditions, so as to enhance the positioning and grade of department store brand. For low-grade brands, especially the well-known low-grade brands, their market positioning is difficult to be compatible with the mid end department stores.

Clothing, regardless of clothing or shoes, has a strict market segmentation. It is widely believed that the most widely located casual wear is between 15 and 60 years old. After years of marketing, it has also been subdivided into a business leisure class located in the middle age, located in sports occasions, or even positioned in sports. Some emphasize function, others emphasize. fashion For example, KAPPA.

A careful consideration of entering a department store

The transformation of brand names is not only a trend of internationalization, but also a trend of refinement and fashion, including the whole business. It must reflect professionalism and professionalization of business competence, that is, the era of elite clothing channel and terminal has arrived, because the cost and cost of the high-end market are relatively large. One aspect is to cope with the increasingly fierce brand competition of department stores, and also to meet the expectations of consumers increasingly demanding service requirements.

To enter the middle and high-end market, consider at least two points. First, if the brand remains unchanged and the commodity quality remains unchanged, the original agency and wholesale mechanism channels remain unchanged, and whether the existing department store market is feasible; the second point is to enter the market when considering the limitations of the brand representative channel mechanism; because at present, the market of department stores is not blank, and there are many brands that have been operating for many years, and they also encounter similar channel limitations.

Entering high-end Department store The market needs to be prepared. The department store is no longer a failure than the franchised store on the street, and it can fail to relocate and reopen the store. But the department stores can not do so. The good department stores in the country have hundreds of stores and the cost of entry is relatively high. Once the operation of a hundred goods companies fails, it may be difficult to return to the market in three to five years. Even if we go back to the market, the cost of consideration is not merely a business relationship.

Three essential stages of brand

There are three stages for the brand to enter the middle and high-end market. The first stage of operation is the normalization of image, goods and services, and the connotation of brand should be made. A new brand will enter the middle and high-end market, and consumers will have little knowledge of it. When consumers do not have any experience in the brand, consumers can only believe the reputation of department stores and the information conveyed to consumers by various aspects of terminal counters. Now, there is not a foreign name. A story of a brand can get full trust from consumers. It is not easy to make consumers truly feel that this is a regularized brand by making full use of the brand's connotation.

The second class must realize the profit of a single shop, and it must be realized by means of precise professional line. At present, there are many brands in the process of opening, what kind of strategy is adopted? Long term training, such as a boss to represent a woman's brand, that is, do not think about making money in 3 years. Will there be 3 years? Because the traditional method that does not possess the technical content and professional content, and slowly does the accumulation of time to accumulate the old customers' market preheating methods, is not really possible in a few months. Will the department store give such a long training period? At present, the highest training period for the department store is about half a year. If half a year to a year, the brand can not bring considerable profit to the department store, then the department store will kick the brand away, so as to realize the profit of a single store in the short term. The professional method of precise chain is very important. Making money is 3 years from now. So why?

The third stage is that no brand can open only one store, but expand to a certain number of stores throughout the region. These stores can belong to agents, belong to franchisees, belong to Brand Company's direct store, and finally to solve such a problem: terminal management. How to solve the standardization bottleneck of the terminal with a precise and market-oriented management process, in fact, how large the brand can go to (not out of control, low risk) is related to whether or not it can achieve high quality standardization, because only high quality standardization can achieve the lowest cost, the highest communication, the highest efficiency and the scale of product market sales. This is the most fundamental problem.

Under such a market opportunity, the brand must enter. Department store We need to be well prepared. Only by upgrading the concept and changing the old routine can we enter the middle and high-end market in the short term in the market of economic operation. So, what brands need to enter the middle and high-end market is a prepared war, and this preparation is not just a brand name, a Western aristocratic brand story, a style of R & D and production, and more importantly, a standardized and standardized operation of the whole channel and terminal can only reduce inventory and make quick profits in the short term, because the threshold of the market is getting higher and higher today, and it is more and more mature to win a prepared war.