Wending goods transformation domestic sales into the four major shopping malls encounter confusion

Dongguan chain store department store said it will stand behind the show.

Lianjie.com: Attendance at the "National Brand and China Department Store Industry Summit Forum" in Dongguan. The national chain department stores offer advice and suggestions for Dongguan enterprises. The overseas sales of Guan goods are unimpeded, and some Guan enterprises have encountered some confusion in the process of transferring domestic products. Recently, at the "Dongguan Dongguan" national brand held in Dongguan and the China Department Store Summit Forum, Guan Enterprise spewed out "bitter water", and from department store department heads across the country suggested that Dongguan Enterprises should identify the market and customer needs and identify themselves. Positioning at the same time properly increase brand awareness, and be familiar with and adapt to the rules of the game store, choose the layout of the national consumer market. At the meeting, the Dongguan chain also said that it will stand behind the show.

Confused 1:

It is difficult to walk the road to domestic sales of Wando goods. Whether it is the production of garments or shoes, the road to export is extremely smooth. Take shoes as an example. Guan shoes account for 70% of the world market, and the proportion of sports shoes accounts for It was as high as nearly a quarter, but it was a bit staggering in domestic sales. “At that time we opened up the domestic market, and started from a more professional point of view, ignoring market positioning and shopping mall docking.” Yin Jiqi, chairman of Dongguan Qisheng Shoes, said that the opponents entering the department store are mostly international brands. When they first entered the market, “ It is very difficult."

Guo Xiaoping, chairman of Dongguan Huahong Shoes Co., Ltd., said that the footwear industry has started to expand the domestic market since last year and has opened stores and flagship stores one after another. However, the flagship stores basically lost money, while the stores located in chain stores are generally profitable. He said that how to understand the taste of domestic sales companies is still "primary school students", of course, "international sales is also our greatest confusion."

Confused 2:

In the absence of channels for Wandos and Chain Stores to expand the market, part of the Dongguan enterprises expressed that they would open up their sales through professional exhibitions. Generally, foreign and international exhibitions are effective in export sales, while domestic professional exhibitions are mostly regional and domestic sales. Pulling effect is not too great. Especially in connection with department stores, "there is a lack of proper channels."

Guo Xiaoping said that manufacturers and retailers have always lacked an effective communication channel. "We hope to have a platform for direct connection between suppliers and demanders."

Puzzle 3:

The Dongguan company that tried to sell domestically in chain store department dark deposits and unspoken rules said that Dongguan has strong manufacturing capabilities and is in line with international trade transactions. However, after returning to the domestic market, he encountered a lot of "hidden rules" when negotiating with department store chains, such as entrance fees, stall lot fees and so on. "It's not as simple as eating dinner."

“When the department store in Guangxi first opened its doors, it tried to attract us. We gave a lot of support in nurturing the market, and it did attract a good passenger flow.” After the popularity of the department store, the boss of a Dongguan company said, However, it adjusts it out when it is adjusted.

Confused 4:

Should chain stores be differentiated?

At present, when chain stores introduce goods into the market, they value the “buy phase” of the goods, and they are very fond of the brands that have market spending power, making the brands of some stores look more or less the same, and whether chain stores should also be pursued. Differentiation, give other brands a foothold and development space?

“Either companies or shopping malls need innovation, although innovation requires a certain amount of risk.” Guo Xiaoping said that the current homogenization of chain stores in the entrance brand is serious, mostly monopolized by big brands, and whether department stores should try to make a difference To support the development of national brands.

Weapons 1: touch the market and customer demand Zhou Ping, general manager of Beijing Ganjiakou Building, believes that there is still much work to be done in connection between Guan Enterprise and the domestic market, because domestic consumers have a certain degree of acceptance in terms of style and price, and there is a certain degree in foreign markets. Differences, and marketing methods are also different. She suggested that Guan Qi first understand what domestic consumers need and how large the market is, and he carefully studied the business model of the mall.

Weapon 2: Finding Your Own Position Zhou Ping believes that this experience of Guan Enterprise is mainly because it has not found a good channel for entering department stores. After all, the orientation of department stores is very professional. Different stores have different orientations. Quasi-level positioning, and then determine what kind of store to enter.

“According to our statistics, there are more than 800 high-end department store outlets in China, and there are more than 2,000 department store outlets with a certain scale. However, there are many levels of department store outlets, including high-end, fashion, and mass-market.”

Chu Xiuqi, president of the China Department Stores Commercial Association, said that in accordance with the principle that famous brands enter famous stores, the market has already decided what brand to enter into what kinds of stores. This requires Dongguan manufacturers to accurately position themselves. Under normal circumstances, it is said that the story of "Cinderella and Prince Charming is not easy to happen easily."

Weapons 3: Promote brand awareness Huang Yongqian, chairman of the Nanning Department Store in Guangxi, said that the Dongguan goods must enter the department stores. It is necessary to appropriately increase the public recognition of the Wan cargo brand so that there will be a market.

Gao Yilin, deputy general manager of Guangbai Group, said that although wine is not afraid of a deep alley, Guan Enterprise must also be good at publicity, do a good job of brand promotion and maintenance, so that it constantly appears in the eyes of consumers, so that it can better understand And accept. Heads of chain department stores in Chongqing, Tianjin, Shanghai, Nanjing and Shenyang also suggested that Dongguan Wanchao should make more efforts to increase brand awareness.

Weapons 4: familiar with and adapt to the rules on the store game rules mentioned by Guan Enterprise, many department stores responsible person said that shopping malls also need efficiency, have their own brand selection rules and the implementation of the last phase out system is normal, Guan enterprises should Become familiar with and adapt to the relevant rules.

Gao Fei, director of Dongguan Tianhe Department Store Investment Center, believes that “Every industry has its own rules, which is true in all parts of the country, otherwise the industry will be unable to move forward.”

sound:

Dongguan chain will be behind the financial crisis Wan Wan Wan goods, Wal-Mart hand in hand with the Dongguan municipal government to launch the "export-oriented enterprises domestic market counseling project" to help Guanli Rio Tinto domestic market. Carrefour has also increased its close cooperation with local suppliers in Dongguan, and its local procurement of goods in Dongguan this year has nearly doubled.

The reporter found in Tianhe Department Store in Dongguan, Dongguan that the proportion of women's and women's wear was about 20% to 30%. Although the brands introduced by Dongguan Haiya and Dongguan Tianhong are still mainly based in Guangzhou, Shenzhen, Central China, East China, and international brands. However, the share of Dongguan Wan also increased.

The Dongguan dealer stated that in the future, it will gradually increase the purchase of clothing, wool textiles, shoes and toys in Dongguan. However, Chu Xiaqi, president of the China Department Stores Commercial Association, believes that the nation’s chain department stores occupy the center of the city first and then enter the second-tier and third-tier cities. Therefore, it is still necessary for Guanzhong to enter the Dalian department store. Strengthen domestic marketing and do a good job in marketing team building so that when the time is ripe, it will kill the whole country.