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Why Does Shenzhen Women'S Dress Fall In Love With Shanghai?

2011/4/19 9:30:00 85

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Women'S Clothing Brand Promotion

In Shanghai's first eight hundred companion, Shenzhen

Lane Bryant

At present, there are Mass Phil, singer, orpheo, lady house, Finidi and so on. The sales of these brands are very good.

In fact, these brands are currently in existence.

Shanghai

The overall sales in the region are also good.

In the 09 and 10 years, the largest contribution to the sales of the first category of eight hundred companion products was women's clothing, which sold 470 million 200 thousand yuan for the whole year, and contributed 14% to the total sales.

At present, the best selling domestic women's clothing brands are Shenzhen and Beijing brands, such as orpheo and Mass Phil.

Running between two parallel lines

Almost 10 years ago, almost all brands entered the department store, posing a very high profile. But now, a number of superior brands have begun to be selective.

At present, such a situation has occurred. In the department store's rapid expansion of chain stores, many excellent brands have not followed smoothly.

Take the Shenzhen women's clothing brand as an example, some advantageous women's brand brands may only have several shops.

A head of a department store in Shanghai pointed out: "for the newly opened stores in the department store, there are usually few brands that can do well in the Department."

In the eyes of the person in charge, the Shenzhen women's clothing brand is currently in the department store single store performance can be eaten in the north and south, and more than any other city in the country, but the Shenzhen women's clothing brand is still not enough for the department stores in the whole country in the training period.

"It can be said that this is related to the growth stage of brand enterprises.

Well done women's clothing enterprises have reached a certain stage of development. It's hard for them to start a shop and value a store when they start their business.

But for the first eight hundred companion, Hong Kong department store, Xujiahui Dongfang commercial building, Shanghai, such as mey lung, such as the Shanghai benchmarking shop, the women's clothing brand will generally match the latest and best selling goods, the best decoration, the best supervision and staff, because in these shops, the brand must maintain its own sales ranking and status.

In this regard, the Shenzhen brand's current work is meticulous and meticulous. They will adjust the goods at any time according to the size, image, location, passenger flow, customer price, rebate rate, deduction rate and even promotions of each store.

A well-known department store in Shanghai analyzed: "before 2000, when we came to Shenzhen to inspect the brand, the Brand Company CEO would listen to some suggestions on the use of fabrics, product design, brand positioning, terminal management and so on.

But now, more and more Shenzhen women's clothing brand executives of the national market development trend, clothing professional understanding degree has far exceeded the department store.

The market share of the clothing brand they built has been relatively stable, and the brand has grown very fast. They also have their own set of strategic thinking and business operation mode.

Because of the rapid growth of brands, a group of excellent clothing enterprises and brands now have their own opinions on the development of the brand itself. Moreover, the intangible value brought about by brands between different brands has begun to be quite different.

Some leading brands of women's clothing industry in Shenzhen have begun to care less about the characteristics of other brands in the aspects of fabrics and styles, but to insist on doing their own characteristics and styles, focusing on their core competitiveness, brand grades, tastes and brand reputation.

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From another point of view, the opinions of each department store are also one-sided because they usually represent the consumption demand of a certain district or a business district.

Take Shanghai as an example, Nanjing East Road business circle, Pudong business circle, Huaihailu Road business circle, Xujiahui business circle and so on different trading area's consumption situation is different.

Because department stores and branding companies each have their own operation ideas, the cooperation between the two sides usually depends on the right location between the two sides.

But if the two sides do not match the understanding of positioning, there will be many running in in the process of cooperation.

The subtle cooperation between department stores and branding can be vividly described by two parallel lines.

The development of brands and department stores is like two parallel lines.

In the process of cooperation, it is the best way to find an intersection. If I do not find the intersection, I will not adapt to you today, or you will adapt to me.

This is a long-term running in process.

Of course, there are differences between single store and chain store.

For a single store, both brands and department stores are relatively stressed. The performance of the two parties is highest except for the highest demand.

If it is a chain store group, it is necessary to consider the overall degree of cooperation between Brand Company and department stores, as well as brand positioning, grade and taste, and will not require a brand to achieve the highest performance in every store, so long as a brand can achieve a stable sales performance, it will be very good.

In this way, brand pressure may be relatively small.

If a brand business and chain group cooperate more smoothly, the sales in a chain department group have reached more than one hundred million yuan, and the two sides cooperate with each other, such cooperation will usually be more reliable.

This more reliable relationship can also be a figurative metaphor, like "marriage", which is difficult to "divorce".

Because once the cabinet is removed, for department stores and brands, they are faced with more than a dozen or even dozens of counters adjustment, which is very risky.

In this case, cooperation is at most the occasional "family internal contradiction", but this situation is also well solved.

Usually, the parents of both sides come to see each other and communicate effectively, and they can also solve them.

But it needs to be pointed out that this cooperation realm usually takes a long time to cooperate.

We must have a good mentality to enter the Shanghai market.

The city of Shenzhen is a treasure place for the development of women's clothing brand. Whether it is the support of the government or industry associations, whether it is the allocation of talents or resources, whether it is the passion and dream of entrepreneurs or the way of their thinking, it can not be matched by other places.

When the women's clothing brand in Shenzhen develops to a certain extent in the whole country, it is understandable that you want to enter such an important strategic market like Shanghai. However, before entering the Shanghai market, we must make full preparations and adjust our mindset.

Generally speaking, as an important strategic city, Shanghai's famous department stores have a very high demand for brands. If Brand Company wants to gain a certain profit in this area, it must bear great risks. Moreover, the input and output of the early stage are not necessarily proportional.

All this requires brand operators to make adequate mental preparation, and of course, have enough financial and operational management capabilities to match.

But for now, there are some new brands in Shenzhen that are not too mature for entering the Shanghai department store.

First of all, they have higher requirements for the location of department stores.

Department stores, especially chain groups, are not willing to take too much risk.

The best shops in chain groups usually do not adjust very much.

So if you test a new clothing brand, you may consider producing a more general store to let it try to enter and sell.

In actual sales, if we feel that it is really a "dark horse", sales are good and sales volume can reach a certain scale, we can consider trying to cooperate better.

But for many new women's brands in Shenzhen, when starting negotiations with department stores, they hope to enter the best shops and enjoy the greatest rights. This is obviously unrealistic and not the right attitude.

In addition, there is usually such a problem in the process of cooperation. Facing the fussy of department stores, many growth brands always feel that they have made enough preparations in many aspects, such as manpower, material resources, financial resources and staffing. But when a department store tries to do something, there will be some risks in the operation, and the brand will find itself not ready.

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Second, even when stationed in a department store in Shanghai, there is an irrational element of location requirements.

When many new brands talk about cooperation with department stores, they will make such a request when they go in. They hope to be placed next to XX, and XX is usually the best selling brand in the shopping mall.

From the point of view of department store operation, this is obviously unrealistic.

A well-known department store in Shanghai pointed out that "the department store's brand adjustment must be adjusted to the worst selling brands, and to ensure the location and area of the best selling brands.

It's like having a door seam, and there are so many brands coming out of the door, and there are only a few brands that can squeeze in through the door.

Therefore, some new brands have begun to talk with department stores on condition, and hope that the location and size of the brand will be placed next to any brand, which is impossible.

Third, some women's clothing brands in Shenzhen also have some deviations in understanding the significance of entering the Shanghai market.

In fact, a lot of Shenzhen women's clothing brands will not have much practical impact on business if they do not enter Shanghai market. However, they almost regard Shanghai and Beijing as an important strategic contention area.

Because in these brands, if we can do a good job in the two regional department stores, it is the best proof of the strength of the brand itself, it can also enhance the popularity of the brand in the national department stores. It will be very good for the brand to expand the excellent department stores of other important commercial cities in the country.

They also know that this is a great test to enhance the brand's own strength, but they understand that once the test is withdrawn, brand management can go to a new level.

From this point of view, it is suggested that a new batch of women's clothing brands in Shenzhen must have a correct attitude before fighting the Shanghai market.

In fact, those brands that are now among the top sales in Shanghai department stores have experienced many trials to achieve today's status.

Many new brands only focus on the glory of these leading brands, but ignore the experiences they have experienced.

This is not normal.

A group of brands such as Mass Phil and grace has achieved their status in the Shanghai market. The process is full of ups and downs.

They have gained market status after more than 10 years of market experience and trial.

Around 1997 or 1998, a well-known leading women's clothing brand in Shenzhen entered Shanghai for the first time, choosing a small island of a single department store.

At that time, the women's clothing market was still a group of old brands, and it was just a rising rookie.

Later, it did not operate well and opted to quit. It happened several times during this time.

However, when it is relocated to the original department stores every time, there will be a great improvement in the sense of products and the grade of operation. And every time it reenters, its investment will double.

In the end, it finally got its position.

It can be said that when some new brands are not ready enough to test the water market in Shanghai, they often face such problems. In such a market like Shanghai, the cost of personnel, rents and marketing costs are all very high. Once a brand is running poorly in a department store, it will easily form a vicious circle. Once this happens, it will be more difficult for the brand to withdraw from the market.

Therefore, the head of the Shanghai department store, who interviewed, suggested: "we welcome the experienced, strong and well prepared Shenzhen women's clothing brand to participate in the competition of Shanghai's big market. However, if we don't know the brand of Shanghai's complex market environment and fierce competition, we should not test the water easily.

Otherwise, it will outweigh the gains.