The "Love Hate Hatred" Of Fujian Men'S Menswear And Department Stores

The past and present of Fujian style clothing and department stores

Not long ago, the seven wolves signed a strategic partnership with thousands of department stores.

It is reported that after that, thousands of department stores will have seven wolves in the development area.

Although this is a case, in the industry, this indicates that Fujian style clothing is closely related to department stores.

During the vigorous development of Fujian style clothing, it has always had an incomparable sense of love for department stores.

Fujian dress and department store channels are like a pair of lovers, which should have been hand in hand early, but all the time, because of all the reasons, they can only be words and words.

Having a large number of consumer groups is the biggest reason for the Fujian school clothing to fall in love with the department stores. The high posture and high buckle of the department stores are prohibitive for the Fujian party.

With the increasingly established position of Fujian style clothing in the past two years, the Department Store channels began to favor Fujian style clothing.

Throughout the past, the reasons why most of the Min style clothing chose the shop floor also reflected the fact that Fujian's entry into the department store was doomed to be a difficult and lasting battle.

Tracing its origin is that the brand reputation and product quality of Fujian men's menswear are yet to be improved.

The "love hate hatred" of Fujian men's menswear and department stores

As a channel of consumption, department stores are undoubtedly a very important channel for apparel enterprises.

Because it has gathered a large number of passenger traffic, and in some good shopping malls Department building channels, can help the brand to establish an image, to achieve double harvest of performance and image.

In the past ten years of the development of Fujian style clothing channels, although Fujian style clothing also loved the Department Store channels, it always loved and hates it.

"Most of the real shopping malls, Fujian men's men can not enter."

This is the fact that Mr. Adu and many other marketing directors have unanimously stated that in their description, the shopping malls of first tier cities and super first tier cities can not be seen as Fujian garment enterprises.

"First, they feel that the brand of Fujian is of low grade and poor quality. Secondly, the shopping mall pays attention to Ping efficiency, and the price of Fujian brand is not going to go. Shopping mall is wasting resources."

Emperor Shu Mingyou explains why the Fujian faction has been away from the A-class shopping malls in the first tier cities (a is the highest level of shopping malls).

The weakness of brand and quality has led to the fact that there are few brands that can be developed well in department stores.

The price system of Fujian style clothing also makes many brands have to abandon department stores.

Among them, the most typical is the strong tyrant men's clothing, "our strength is the floor shop, because the price system of the powerful tyrants is not discounted, and the department stores often have holiday sales and other various names of discount promotions, so they have to give up stationed in department stores."

There is a feeling of helplessness among general manager of the Fujian branch of Jin Ba man, but Lin Ju insists on this.

At present, many Fujian clothing enterprises often face "two choices" when facing the price conflict between department stores and department stores.

That is to say, in the area dominated by floor shops, it is almost impossible to enter the shopping malls, and in the areas dominated by shopping malls, the floor shops will be avoided as far as possible.

"The price system of products is the biggest conflict point between shopping malls and shops."

Li Wenbi, director of marketing at HG, pointed out that once the price of the product is high, the consumers of the floor shop are unwilling to accept it, and the shop floor can not be discounted every day as the shopping mall does, because it damages both image and profit. Once the price of the product is lowered, the store can only be sold at a loss.

Therefore, most of Fujian's business and leisure shops are mainly based on floor shops, and they are usually stationed in shopping malls only to establish brand images in important strategic areas.

Behind this price system, the menswear men's clothing is hated and there are complex checkout methods in shopping malls and slow shopping in some shopping malls. "Today's shopping malls are very sophisticated. They are not only fooling consumers, but also manufacturers are flickering, changing tricks to check out with us."

Insiders pointed out that even enterprises were confused and confused by the changing checkout methods.

The slow return of shopping malls is even a drag on an enterprise. The famous "love flower" company was dragged to death by shopping malls.

"Some shopping malls account for six months, with a monthly calculation of 150 thousand, which is nearly 1 million in half a year.

That is to say, enterprises need to pad 1 million of capital at one point, which is undoubtedly a nightmare for most enterprises.

Mr. Lin talked.

Based on the above, the mood of Mun men's malls today is very complicated for shopping malls. They want to grasp the trend of opening up shopping malls and obstruct the rules that can not be broken, so they have to take a step by step in the mood of love and hate.

From "love hate hatred" to "mutual affection and mutual joy"

Although the road is hard, with the gradual success of Fujian clothing in the domestic men's wear market in recent years, the department store industry has to take a different look at it.

It is reported that with the seven wolves signed thousands of department stores, 3 years to develop 65 department stores.

In such a huge development plan, Fujian style clothing has played an important role.

It is understood that thousands of stores will sign more than 100 brands and become strategic partners.

To this end, thousands of department stores responsible for frequent contact with min faction clothing, has signed a seven wolf and Shishi fashion leisure brand HG.

In addition, not long ago, the ninety-eighth China footwear trade fair and the "famous brand entry" docking exhibition was held in Shanghai, attracting many department stores to purchase and attracting the attention of many Fujian clothing and sporting goods companies.

Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, once said, "it should be said that the rapid growth of domestic shoes and related apparel industry is equivalent to the rapid growth of the domestic department store system.

For example, many shoe companies, clothing companies and department stores have strong capital support for their own development through capital markets.

Both sides have the need for development and there is room for cooperation. "

On the one hand, the department stores have put out olive branches. On the one hand, they are eager to take the huge channel of department stores.

"Consumers, especially consumers in the north, are increasingly reluctant to go shopping when they are very hot and cold, so the consumption pattern of department stores will become a trend."

Lin's body of male's clothing.

In addition, Lin Zhipan, a wealthy man's men's clothing, thinks that the discount of all kinds of shopping malls today has made consumers think that shopping malls are a place of great value for money. They even retain their consumption needs and wait for the sale discount of shopping malls.

At the same time, the increasing rent of land shops has made brand enterprises more and more difficult to bear, so they have to turn their attention to shopping malls.

Based on this, there are two situations. Fujian clothing enterprises regard shopping malls as the main terminal channels.

One is a number of growth brands, and they regard shopping malls as a "springboard".

"We will take advantage of the characteristics of department stores in the early stage of investment, and first spread out some outlets and open up brand awareness, and then slowly turn to develop ground shops."

Lei Ma's Deputy General Xu Li Li introduced that Lei Ma's shopping malls accounted for 70%~80%, and another was the stylish fashion casual brand. Many of the brands like min faction themselves were positioned more high-end, and they also needed publicity from the shopping malls.

Hu Jiuming, a marketing manager at Gaulp, pointed out that only 20% of the floor shops of Gao Er Pu, Li Jinhong, the brand director of mascarini, also said that mcarasini is a shopping mall as the main channel.

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Imagination: how to solve the "ten year itch"?

Now that Fujian clothing and shopping malls are already interested in Lang's love and concubines, at present, more consideration is given to the mutual benefit and mutual support of the two sides after marriage.

After all, these ten years of rapid development from Fujian's terminal channels are also ten years of entanglement with department stores. How to run in and eliminate the "ten year itch" is the real solution.

In the meantime, some new views have emerged in the industry. Some of these views have already been adopted and are being tried.

For example, many people in the industry believe that a new sub brand can be run to avoid the problem that the original product price can not be raised.

Among them, Saint wolves, which started two years ago, can be regarded as an attempt.

It is reported that Saint Wolves of the seven wolves is a high-end brand of the seven wolves. The designer's brand is currently operating only in the mall, and does not mix with other seven wolves.

Saint worth, a high starting point and a high location, gives the seven wolves the chance to enter the category A stores in the first tier or even the first tier cities.

In the eyes of the industry, it is also a way for seven wolves to grasp the high-end shopping malls.

In addition, shopping mall is also a very important form of the department store industry in the future. "Consumers can eat, drink, shop, and entertain in it. This is the trend of consumption in the future, and the degree of recognition of consumers is relatively high."

Lin Shi said that the original price system of Jin BA was doomed to be unable to adapt to the general department store, but this did not affect the trend of shopping mall in the future.

Because in shopping mall as a shop, basically do not participate in the discount of the mall, with greater autonomy.

At present, the general department stores as the inventory of "sewer" is also some enterprises' current response.

"Since there must be some consumers who are accustomed to shopping in the mall, we must not waste it."

Now that shopping centres like discount, we can allow inventory products to participate in discounts.

This practice is also very common in big names such as JACK&JONES.

Mr. Yang of an enterprise talks about it.

"Your site is my decision."

No business model is absolutely good or bad, only suitable or unsuitable for enterprise development.

Although today's department stores are gradually becoming the mainstream terminals, in those days, only the rapid development of agents and franchisees quickly occupied the commercial mode of the floor shop terminals, so as to achieve today's flourishing Fujian business casual men's wear.

Only after having plates can enterprises have the opportunity to face the problem of how to pform.

The rapid development of the year made it impossible for the Fujian Style Men's clothing to accumulate time to accumulate the brand's depth, and to some extent, the menswear men's clothing also gave up the high demand for the quality of the products.

This is the two fatal injury to the development of department stores in Fujian menswear.

The price system is indeed the key point, but it is not the key to some high-end brands because these high-end brands have strong brand appeal and trustworthy quality.

This makes the department stores in the confrontation with them appear weak, so they have to give in.

That is to say, in the activities of shopping malls, brands do not promote sales. At this point, brand enterprises have the final say, rather than the market can overwhelm.

You can see that European times and JACK&JONES always earn the popularity of shopping malls while holidays, but they never give blood.

This is the strength of the brand.

Therefore, for the Fujian Style Men's clothing, it is necessary to occupy a place in the department store, but not to be a facade, but to make money in real earnest. The most fundamental thing is to make consumers more dependent on your brand and trust your quality.

When Fujian men's men's clothing has already had a good foundation, we are convinced that one day, they will become the protagonists of shopping malls instead of supporting others.

At that time, the Department Store channels in Fujian style clothing is "your site, I make the decision".