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"Strengthening and Supporting Excellence" cannot ignore the strong characteristics of the new brands' domestic shopping malls, which mainly embodies the internal policies of malls choosing merchants. For example, large shopping malls have their own regulations for the introduction of well-known domestic and foreign brands must reach the percentage of total shopping malls. Therefore, for some emerging brands, such a policy rule is an exclusion, not a support.
“The domestic malls are happy to absorb mature brands, well-known brands, and brands that no longer face operational risks. This will inevitably create an attitude of exclusion for new brands. This mode of operation in commercial circles will be strong for our business environment. The stronger and weaker are weaker. The new brand is likely to remain new in this environment, and there will never be any mature opportunities.†For China’s business environment, Wu Hai, the general manager of Sinevery, expressed regret.
Currently, Sinuoyiwei has already enjoyed a reputation in Russia, but it is still a new brand for the Chinese market. The strategy adopted by Wu Jun is somewhat similar to “encircling the cities in the countryside.†After entering the large shopping malls in many capital cities, Wu Jun began to try to enter Beijing’s shopping malls. “The new brand is indeed under pressure in Beijing’s highly competitive environment. Fortunately, we have been doing so for years in Russia. Agents and shopping malls will have some understanding. Together with the foundation laid in other cities, Beijing’s market can be slow. Cultivate slowly."
“In this industry, it is indeed in the strong state of department stores. In the signing of commercial contracts, whoever is Party A is in the main dynamic position, and can be dominant in the wording of the contract. Party B as a brand is naturally passive, but this The industry is like this.When signing the terms, we generally ask not to participate in the mall's promotions.We have our own promotion activities, such as providing gifts, etc. The products are never discounted.EXR is a direct sales store, sales is a national behavior, Eighty-eight shops across the country all share the same sales strategy.†said Zhang Kefeng, sales manager of Beijing branch of Ingles (Shanghai) Trading Co., Ltd.
He also emphasized the human factors in the process of cooperation: "Although the brand itself is very important, the human factor is also very important. Sometimes, the brand positioning is almost the same, but the A brand can get a good position, and B brand Worse, I think this and the human factor, that is, managers have a large number of stakeholders."
"Currently, China's shopping malls are 'better and better' and better-selling brands. The malls provide a good location, space, and relatively good policies." Wang Yao, deputy secretary-general of the China Business Federation, believes that shopping malls should also be concerned The new brand, because the new brand may bring new ideas, new consumers, new markets.
Integrity and mutual benefit are the guarantees for cooperation With regard to how suppliers and channels can work together better, Jinyuan Xin Yansha Du Yuexiu emphasizes first and foremost that “the two sides cannot feel tiredâ€. Both sides have considerable strength, consistent development direction, consistent management philosophy, and consistent management methods. Consistent thinking, in order to not feel tired, this is the first step in tacit cooperation: choose the right partner.
“When we were preparing and opening the business, when we entered and checked the brand, we valued the company’s reputation and strength, the market share of the brand, its visibility and development prospects. At the same time, whether the management team that valued the brand had the same level as us. The management techniques, if the brand I choose matches the orientation of our shopping district and is consistent with the management level of our management team, then our cooperation will be very smooth. Otherwise, both parties will feel tired and tired and will have problems. There will be contradictions. Therefore, for our choice of brands, we must strictly grasp the three elements and strictly admit access." Du Yuexiu said.
The integrity of both parties is a guarantee of further cooperation. “If both parties have a good faith business philosophy, they can have legal awareness as a guide. For both parties, a win-win situation must be achievable. In the past two years of experience, Lufthansa Shopping Mall has also replaced many merchants. To date, more than 90% of the existing more than 500 merchants have entered the stage of good faith management. It is this virtuous circle of good faith that makes Shopping Mall a thriving project. With this business philosophy and cooperation concept, through the efforts of 2005 and 2006, the market recognition of our project, that is, the recognition of our customers and the government has gradually increased.â€
“In addition, from the previous wave of rebates, we have once again confirmed from the market that our honest products and services to provide customers with value-added services are the right way of integrity management. In the cooperation of the brand, not making the redemption is not only respecting the merchants, but also cultivating the consumers.The discounted coupons at the malls tend to form fatigue for the sales of new products. Frequent discount coupons will make consumers feel The difference between the regular price and the seasonal price of the commodity is too large, which raises suspicions about the actual value of the commodity.The discount must have side effects on new product sales, and it will have side effects on brand positioning and image enhancement. The reason for the willingness to participate in discount coupons." Du Yuexiu said.
Dong Zhenyu, general manager of White Collar Garments Co., Ltd. also emphasized the importance of integrity when talking about this issue. “We will pay great attention to the contract text, and we will address many issues in advance. We don’t have to worry about these things in our cooperation. We can focus on how to manage a good brand and how to increase sales. We suggest that other brands can also advance. To talk about all the problems, regardless of the size of the brand, as long as the preparation of cooperation, we must set the rules, such as a maximum of several promotional activities a year, both sides should enhance their sense of integrity."
“Now the relationship with the shopping mall is completely different from before. There are very few shopping centers in the past and there is little commercial competition. With the prosperity of real estate, there are new investment projects, and there are also foreign capitals that pay attention to China’s department stores. With the opening of new shopping malls, the competition in shopping malls has become increasingly fierce. As a result, the services provided to customers have become more and better, and improvements have been made in the speed of settlement. Last year, the "Unfair Competition Regulations" was promulgated and restricted between retailers and suppliers. Relations, the country's supervision increased." Dong Zhenyu said.
Firms that have strengthened their terminal marketing and have grown stronger should not suppress the brand but should seek better ways of cooperation. Brands should also actively cooperate with businesses. First, the style of the product should be consistent with the positioning of the shopping mall; second, the price of the clothing should be consistent with the positioning of the shopping mall. If other brands are selling two or three thousand, you only sell one thousand, thinking that this can be sold more, but often when the accounts are finished at the end of the year, due to the low unit price, the sales will be discharged to the end and will be retired. Danger. This is most likely to occur in high-end shopping districts.
Yang Dayi, the chief advisor of United Time, emphasized another point: “The best way to cooperate with shopping malls to achieve mutual benefit is to make full use of all the resources that the business site can provide. In order to maximize the use of resources, we must strengthen our own terminal marketing. Power is the key."
Calling for "big store format" sharing with brand benefits
In the sales circle, the top grade discount plaza created a unique sales model. It is different from shopping malls and shopping malls. You can rent a floor in a mall or open a hypermarket yourself. For brands, top grade discounts have the effect of allowing brands to digest inventory and revitalize funds.
Liu Hong, deputy general manager of Top Products Discount Co., Ltd., said that as top-tier discount stores continue to increase, consumer demand continues to expand, and existing top-tier discount sales have not been able to meet market demand. In response to changes in consumer demand, the company plans to build another brand this year: top prices for better products. Shangpin Youjiao is also a discount store. The interior decoration design of the store, location selection and shopping guide service will be more graded than the current top-level product discount, more branded and more internationalized. At the same time, Shangpin Youjia promotes suppliers to provide more new products, gives consumers more choice, and creates a premium price space together with all suppliers and brands.
"Of course, this new project is still a discount mall. We still take the form of a hypermarket, and we still do not advocate brand personal decoration. The basis of our cooperation with suppliers is still to provide suppliers with a platform for selling products at a low price." Liu Hong said, “The discount on top grades and the higher prices in the future, both in the form of joint ventures and cooperation with suppliers, take profits together. In cooperation with brands, the difference between us and department stores is the fee for merchants to enter. At present, some high-end shopping malls are expensive to decorate, all of which add to the brand's sales cost, but the top grade discounts and the premiums emphasize the richness of goods and price advantages, and do not emphasize the store's decoration, nor highlight the brand’s Image or personalization Logo. It also reduces the cost of the store for the brand."
Business + Brand = Brand Future
Merchants, brands, and consumers must all win. If only one side wins, this market will not do a good job. The market that has been dubbed "the snobbery eye", in today's increasingly fierce business competition, the relationship with the brand should shift from the game to cooperation.