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Quanzhou Footwear Enterprises Will Enter Department Stores

2008/7/23 17:37:00 8

The Chinese Department Store Association visited Quanzhou last week and hoped that shoes and clothing would become the mainstream lineup of national department stores.

Last week, Fan Yanru and his deputy secretary general of the Chinese Department Store Association visited Quanzhou to inspect the footwear industry. They put forward the vision to speed up the docking between the national department store and Quanzhou brand, and also brought strategic cooperation and exploration to the development and breakthroughs of Quanzhou's footwear industry and textile and garment industry.

"In Beijing, Shanghai, these big cities, Quanzhou brand sports shoes sales have been in the front.

As soon as we talk about sports shoes, we immediately think of Quanzhou, so I particularly hope that the brand of these enterprises will continue to develop and become the mainstream lineup of our department stores.

Fan Yanru said.

Quanzhou enterprises have suggested that the domestic brand efforts to expand the channels of shopping malls are a major trend, but under the double pressure from shopping malls and international brands, we hope that the department stores will adjust their concepts and strategies so that domestic brands and international brands can compete on the same race line.

Docking of market positioning

As for how to create more docking opportunities between department stores and many brands in Quanzhou, Fan Yanru puts forward: "at present, domestic department stores have different business positioning in different regions and cities. Maybe your brand can not enter the department store of the domestic first-line market at present, but you can enter the department store of the two or three line market development.

These department stores that are more commensurate with your brand status can be docked.

She believes that department stores will have different business positioning in different stages of development. Many tier city department stores are mainly high-end, requiring more international brands, but it does not mean that the whole market is like this. Because in every city, high-end commodities account for only a small part, and the commodities in the middle or below should be the majority.

"The income of urban residents is mainly in the mid-range level, and their consumption is mainstream and large.

From the principle of location matching, many department stores need these brands in the private sector of the economy in Quanzhou.

She said that it is difficult for brands to seek access to shopping malls, but as long as enterprises and department stores locate each other correctly, they can form common needs and cooperation.

Ye Shuangquan, XTEP marketing director of Disney Sports, believes that even though the market positioning of enterprises is dominated by mass consumption, it is unavoidable to focus on consumers to do the market segmentation.

"When consumers have a fixed thinking position on the brand of psychological cognition, it is hard to reverse it.

For example, Nike and Lining are professional sports brand positioning, if you want to pform into KAPPA fashion style, it will be difficult for the market to accept.

He said, "this is also true for shopping malls.

At what level a shopping mall is located, consumers will have an inherent understanding of the mall, so what kind of store will he buy?

If you are a popular shopping mall, such as the Wangfujing building in Beijing, it is impossible to change the mode of operation in Hongkong Tongluowan.

According to Ye Shuangquan analysis, according to the different types of shopping malls, brands can choose their own channels according to their positioning and characteristics.

He gave an example of the Disney movement: "we have two dealers in a city, one mainly focuses on department stores, and the other has advantages in similar channels such as" trust Mart ".

Everyone has their own specialties and specialties, and the channels of choice are different.

Luo Shijin, an inspecting personage of the Department Store Association, thinks that due to the different sizes and functions of different regions and cities, the location of shopping malls in various places also has the distinction of high grade and middle grade. When choosing a shopping mall, Quanzhou brand should consider whether its location is in line with the shopping malls.

"For example, Beijing's" Yansha "," Seth "and other high-end shopping malls, some of our brands do not necessarily have to go in.

Although the brand can be mentioned in a slightly higher market, it can not ignore its mainstream market.

He said.

Expectations of Quanzhou Enterprises

Chen Jiaya, President of the nine Mu Wang (China) Co., Ltd., said that the current domestic brands' efforts to expand the channels of shopping malls are a major trend. However, the development of domestic brands will bear double pressures from shopping malls and international brands. We hope that the department stores will adjust their concepts and strategies so that domestic brands and international brands can compete on the same starting line.

Lin Jinzhang, vice president of Guo Hui (China) Co., Ltd. believes that the development of Quanzhou sports brand is a new way of thinking for the development of Chinese market after twenty-first Century. It is also a new change, accompanied by some helpless ingredients.

In the early days of the market, there are many difficulties in developing market channels for private brands. There are internal and external factors, and there are also factors that distinguish shopping centers from domestic brands and international brands.

"Economic globalization has led to a positive confrontation between domestic brands and international brands.

This intense competition relationship is particularly prominent in the shopping malls, while domestic brands are at a disadvantage in competition.

On the one hand, enterprises should enhance their brand strength and adapt to the business mode of shopping malls.

On the other hand, we also hope that the market can give some support to domestic brands. "

He said.

Luo Shi Jin also said that at present, many shopping malls in China blindly demand the introduction of foreign brands and set up a high threshold for domestic brands. This situation causes domestic brands to enter the shopping malls, but also brings direct economic losses to the shopping malls.

Trend of department stores

The department store was once the mainstream terminal of domestic commodity circulation, but with the development of economy, the huge changes in the market supply and demand environment and the backwardness of the system led the department store industry to a low point.

"In the past, there were department stores and department stores in many places, not only for clothing, but also for household appliances, furniture and food.

But slowly, furniture is separated, forming the furniture market; household appliances are separated, forming electrical appliances shopping malls; food is separated from supermarkets, and bedding is separated from hypermarkets.

After so many years of market segmentation, the department store business has been dominated by clothing and clothing, including cosmetics, gold, jewelry and so on.

Now Sports City specializing in sports goods is also shunted out after market segmentation, forming a monopoly of sports series.

However, with the development of the market, there are some changes in the department store format.

Fan Yanru said, "in recent years, China's department stores have been steadily increasing.

Large scale department stores can continue to be strong after they are bigger, and their scale effect has begun to appear. Small scale private single department stores also get good development because of their strong self-control and adjustment ability.

According to statistics, from 2004 to 2006, the annual compound growth of sales revenue, net profit and net asset return of department stores in China reached 19%%, 58%% and 22%% respectively.

Fan Yanru believes that the development of brand channels of shoes and clothing in Quanzhou is a market process from department stores to franchised stores, but it can not be completely separated from general merchandise stores.

"Brand terminals, besides franchised stores, have business super stores and department stores.

According to the brand's positioning, the proportion of department stores and specialty stores in some brands is about 4: 6, or 3: 7, and 2: 8.

Some high-end brands now have their own stores and flagship stores, but they can't completely lose their department stores.

In addition, because of the vast territory of China, the climate and habits of the north and the south are different, the shopping habits in the north and the south are very different.

Consumers in the north prefer to go to department stores, while southerners shop more in exclusive stores.

Therefore, in the current situation, if a brand wants to go to the market and build its own brand, it still can not do without the department store.

She said.

Experts believe that due to the fierce competition of shoe and clothing terminals, the cost of opening stores has increased year by year, resulting in many brands having the demand and trend of re doing department stores.

With the rapid development of department stores in recent years, many terminal construction of shoes and clothing brands are facing new choices.