Commercial Department Stores Want To Directly Import Factories Into Stores.

　　 Big brands It is necessary to invite in good faith, small brands are reluctant to respond to the backdrop of low growth in retail industry. How does the clothing brand form an effective docking with buyers? Yesterday afternoon, 2014 (National) garment brand enterprises and buyers' meeting was held at the Dalian fair.

More than 50 hundred large commercial department stores in China Retail distribution The manager and the purchasing manager participated in the joint venture with the garment enterprises. Quite a few Store The person in charge said that in the pursuit of e-commerce, the trend of introducing retail enterprises into brand enterprises has become increasingly evident.

At the meeting, Dayang group, Dalian Hongyang dress, life one yarn, Putian Hui de dress, Dalian Hu Jun cartoons, French lollipop women's clothing and other enterprises, for commercial department store's retail sales manager and purchase investment manager has been promoted.

Retail industry insiders told reporters that in general, the commercial department stores will determine the imported brands according to their own positioning, and from the perspective of the way, the commercial department stores hope to directly import factories into the shops, instead of directly setting up direct stores in the commercial field by the brand enterprises directly through the clothing brand agents, and the distribution is also directly responsible by the manufacturers.

On the one hand, the intermediate links can be removed. On the other hand, the department stores have more resources to cooperate directly with the manufacturers. Mei Jianguo, deputy general manager of the Fuyang commercial building in Fuyang, Anhui, told reporters that the proportion of brand direct shops in the shopping mall's clothing brands now accounts for about 30%, and this proportion is gradually improving.

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Traditional stores: caught in a narcissistic, self seeking sense of existence.

The electricity supplier is fierce, the store is declining, the growth rate of the electricity supplier is high, and the store efficiency is low every year. This is a big problem for current marketing managers and distributors.

The trouble of enterprise management is generally seen in this way: some things are time problems; some things are cognition problems; some things are technical problems; others are personnel problems.

In the Internet environment, the problem of "survival or destruction" faced by traditional stores is a collection of all the above problems. In a sense, the stores of traditional brand enterprises will not be transformed, upgraded, and will die.

I took the building materials market and noticed a lot of such phenomena: the decoration is getting higher and higher every year, but the flat effect is year-end. A touch screen is added here, where a large projection is added, and the consumer does not use it. Basically, it has become a display. The shop is bigger and bigger, flagship stores, shop shops and other editions are upgrading every year, but dealers do not applaud well.

Ask the people in the shop why, most of the answer is: all bought online.

But we think in turn: geographically, the closest to consumers is stores, not electricity providers; psychological, the most diversified consumer perception is the store, not the electricity supplier; socially, more contact with external social resources is the store, not the electricity supplier; on the performance, the most able to face the customer service butt is still the store, not the electricity supplier!

Where are these children's work done now? Where are the core problems?

In my opinion, the essence of the problem is that the stores of traditional brand enterprises, from strategic planning to functional design to daily operation, almost fall into the strange circle of narcissism, self closing and self seeking existence. Among them, they are: emphasizing the brand, ignoring the users, emphasizing the traditional terminal management, reducing the needs of the new consumers, improving the efficiency of the store, ignoring the development of the business circle, emphasizing the technological sense of hardware and specialization of communication content.

The collection of these ills, before the 1980s and the two generation of the main consumers, the traditional enterprise owned gold signboard, has long lost the role of amulets. In a word, if you carry it, he will ignore it.

The two most direct upgrading paths of traditional stores

In the traditional marketing mode, the store is responsible for the three functions of the radiation business circle, the sales realization and the brand service.

Nowadays, the traditional marketing mode is changing to the "full channel and full contact marketing mode". The store is still the most important consumer contact. Its three original functions will not only be reduced, but it can use the Internet technology to communicate with all kinds of consumers, giving full play to its ability in the first time, the first scene and the provision of diversified services, so as to realize its "functional survival".

In essence, the geographical attribute of a store is business circle, and its demographic attribute is consumer behavior. Behind a store is a group of business circles and several types of people who have similar habits of consumer behavior.