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Shoes And Clothing Industry Market Channel Setbacks Need To Change Marketing Methods.

2013/3/25 10:48:00 26

shopping mall as one of the important channels of < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > products, both sales and brand image promotion play a decisive role. But in the past two years, the traditional retail days are not easy. Flush statistics show that in the first three quarters of 2012, the net sales rate of the 50% department stores listed companies fell year-on-year. 
 people often focus their attention on the impact of the electricity supplier. In fact, many problems in the shopping mall itself are also hard to come back. 
 strong > high rent /p >
 in Beijing Xidan shopping center, the 5 square meter shop needs a monthly rent of 8000 yuan. In this area, the rental of some brand franchise stores rose by 50% in 2012. This situation is universal throughout the country. "At present, retail chains are working for real estate owners." More than one retail analyst said. 
 SOHO China CEO Zhang Xin has revealed in micro-blog that the rental of a shop downstairs has doubled. The rental of shops has risen since the first half of 2011. According to the research results of China shopping center industry information center, in 2011, 2812 shopping centers in 106 cities nationwide, including premium shops rents increased by more than 30% last year. 
The crisis brought by the high rent of P is not reflected in the good sales situation. When sales decline, the brand is hard to bear. In this section, < a href= "//www.sjfzxm.com/news/index_x.asp" > sports brand < /a > Guan Dian Chao Li, many shopping malls can not escape bad luck. 
 frequent discounts 
 from traditional festivals to western festivals, there are also many festivals on the Internet. How many discounts will be organized in the market in a year? 
 these endless discounts make brand enterprises appear "losing money and making money", the more they sell, the more losses they will make. A brand in a shopping mall in the south, through discount sales, sales increased by 50%, but profit is negative growth. "The discount rate of shopping malls is too great. The mall is sacrificing the brand interest to attract consumers and increase their own interests under the predicament. Its buckles are calculated according to the total sales of the brand, but not your life and death. Practitioners sigh, entering the mall is to "work" .
 in order to deal with the discount, the brand is forced to raise the price. In this way, the discount of the mall will cause consumers to form a vicious circle without discount or shopping. 
 hidden threshold .
 if you are a middle and low grade brand, there will be many hidden troubles after entering the shopping mall. 
 a brand dealer has a deep understanding that ordinary domestic brands want to enter the shopping mall. From general manager to floor manager to project manager, you have to pay tribute to red envelopes on holidays. And often the location is not ideal. Some of his international brands are much easier to deal with when he deals with shopping malls, and he has good location and large area. 
 because of the higher and higher conditions of shopping in the mall, some brands have begun to open stores. 
These are not p cases. Retail companies believe that they are working for real estate, and the brands enter the mall to feel that they are "Yang Bailao". The ultimate pressure is concentrated on the brand dealers and dealers. This vicious cycle causes the high cost of sales. In the past, the way of buying the public was single. When there was a reputable, secure and cheaper channel, the shopping mall would naturally be abandoned. So, don't just complain about the frenzy of the electricity supplier, really look at what can be done for the brand.