Small And Medium Garment Brands Flexibly Pform Channel Pressure

In terms of physical channels, it has been expanding and managing.

Many small and medium-sized brands in the early stages of a horse race, all over the country to open shop, recruit agents, full bloom, but the consequences of such a fall.

Faced with such a situation, small and medium sized brands must optimize and adjust their physical channels, pform their operation capacity, and improve their profitability.

Only by strengthening the entity can we resist the coming storm.

Bora, Qingdao

Zhang Jianyong, director of the Department, said: "whether it's a big brand or a small brand, if you want to cooperate with shopping malls, the most important thing is to develop more distributors in the cities where the shopping malls are located, increase the popularity and market share, and gradually develop a loyal group of customers. This is the biggest bargaining chip when negotiating with the shopping malls.

When choosing a channel, small brands should not break through the shopping malls of the core business circle. The suburbs around the city may be the best breakthrough.

It is considered that the access threshold of large shopping centers in core business circle is higher than that of shopping malls around the city, and the brand competition of central shopping centres is very fierce, and the replacement rate is relatively high.

If you want to break through a shopping mall in a city, don't venture from the biggest shopping mall closest to the downtown area.

"The brand maturity required by shopping malls is higher, but this can be cultivated slowly in the surrounding shopping malls."

Zhang Jianyong said, "many small brands will operate two to three years in front of the mall in the suburbs before they enter the mall.

Until the consumers of this city are more familiar with the brand, then they will talk about the mature business performance and the big shopping mall. Generally speaking, this way is easier to succeed.

Liu Guitian, general manager of Beijing tengze clothing and Accessories Co., Ltd. also believes that for the first tier cities, the way for the suburbs to surround the city is the best development route of small brands.

"Take Beijing as an example, the scale is very large, and the business circle in the suburbs is also prosperous. Tongzhou business circle is highly developed.

I started with some shopping malls in Tongzhou business circle and gradually opened the Beijing market. After several years of cultivation, the brand has a certain reputation in Beijing consumers' hearts and sells well.

It's much easier to negotiate with department stores in several major business circles at this time. "