Chu Xiuqi: Supporting National Brands To Enter Shopping Malls

The status quo of national brands in department stores

Chu Xiuqi said, at present, there are differences in the status and proportion of national brands in different grades of department stores. In high-end boutique shopping malls, foreign brands dominate the whole country, but national brands are hard to get in. But the general department stores mainly sell national brands. Taking 17 department stores in Beijing as an example, he said foreign brands accounted for 73% of these emporium, while local brands accounted for only 27%. In these shopping malls, homemade men's wear, cosmetics, sporting goods, household goods, bags and other products are relatively weak, but ethnic groups. Brand women's clothes The proportion of shopping malls in Shenzhen is relatively large. "Sales of women's clothing brands with department stores as main sales channels have exceeded 1 billion yuan."

How to support national brands to enter stores

Chu Xiuqi believes that there are three main reasons why national brands are at a disadvantage in department stores: first, consumers' lack of confidence in national brands; secondly, the management positioning of department stores is constantly upgrading, many local brands are discriminated against, and even forced to exit; third, the construction of national brands is relatively weak, and brand value needs to be promoted.

To support the entry of national brands into department stores, Chu Xiuqi suggested that first, we must face up to national brands and provide market opportunities for them to enter department stores. He said that at present, 99% of Chinese department stores operate on the way of selling points, and have no pricing power or control over the admission brands. international brand There are many "privileges" that contribute to the profit margin of department stores.

Second, spread the brand culture and build the alliance between national brand and department store. To promote the development of the national brand, an important aspect is to enhance the awareness and reputation of the national brand, establish a strategic alliance between the department store and the national brand, increase the publicity efforts among consumers, jointly organize the cultural marketing activities of the brand, and secondly, publicize and promote the national brand culture, and expand the influence of the national brand.

Third, we must uphold fair cooperation and safeguard the interests of national brand enterprises. If the retailer at the end of the industry chain pursues the discount and profits, it will inevitably squeeze the profit margins of the brand suppliers and production enterprises that are in the upper reaches. "To some extent, the department stores have created through the price war. Sale The miracle is at the expense of the loss of the suppliers of national brands. In the long run, it will seriously affect the development interests of the national brand, delay the national brand to the top, and form a competition with the international brand.