Shishi Medium And Small Brands Access Two Or Three Line Shopping Malls To Expand The Market

　　 "In the two or three line cities, the shop is open for more than two to three years. A lot of rental and storefront decoration fees, containers and doors and other valuable entities will be put into use. The shopping malls will be different, so long as the goods and rents are provided, the water and electricity charges will be saved."

Yesterday, A Wei, sales director of Shishi clothing company, told reporters that in mid September, they rented several counters in the shopping malls of Wuchang, Zhecheng, Jiujiang, Ganzhou, Zhuzhou and other cities, and gradually launched the two second tier marketing network from the mass consumer groups.

"From the current situation, Two second line The access threshold of shopping malls in the city is relatively low. As long as the rents are paid, the quality of goods is guaranteed and some profits are extracted, it is easy to enter without signing the contract. First, the chairman of the enterprise told reporters that the shopping malls in the first tier cities are a cruel battleground. Generally, contracts are signed on a yearly basis. When a batch of goods are not ready to sell, it is necessary to get off the shelves in time, and replace them with new ones. If the sales are really bad, the shopping centres will ask for brand change or withdrawal.

At the same time, the reporter learned that in the first tier cities of shopping malls, brand clothing and Market Basically, there is a co operation mode. There is a turnover period. This month, the seller sells invoices to the shopping mall next month, and the shopping malls return money. The shopping mall with good returns is fast and the bad ones will be in a few months or even a few years. In addition, 30% of the shopping malls will be deduct, plus taxes, costs, labor and utilities, which will account for more than 50%. In addition, the crowd of many "foreign brands" squeezed, and the shopping malls in the first tier cities basically did not open the front for local or domestic small and medium clothing brands.

During the interview, the reporter learned that from the analysis of consumer habits, in recent years, the public Consumer Shopping is more popular in shopping malls. As far as franchised stores are concerned, the prices of shopping malls will be relatively low, and they will not cause consumers' antagonistic psychology and embarrassment because they are too enthusiastic. For small and medium-sized clothing brands, its consumption class and group are mainly populace, and the working class with age between 25 and 45 years old corresponds to the sales channel and mode of the shopping mall.

A Wei told reporters that during the National Day Golden Week this year, in their early planning and careful preparation, the sales of all the shopping malls were very hot. The sales volume of the 6 shopping malls counters far exceeded the sales volume of 9 stores. Awei disclosed that next, the company will continue to rent the counters in the two or three lines of shopping mall in Southern China, North China and central China. There are many small and medium-sized clothing brands that have similar marketing vision with A Wei's company. During the interview, the reporter learned that four Hailong also shut down the store in Zhenxing road some time ago, and turned its gaze and direction to the Dehui square, which is more popular in Shishi.

According to Mr. Wu, the industry insider, the front-line market is close to saturation, and it is too difficult for small and medium-sized clothing brands to squeeze in, and the market prospect is not very broad. In the two or three line cities, there is a certain strength and a high risk in the operation of the direct line camp. The choice of the shopping mall route is the best way of marketing at present. There are three main advantages: first, it does not need to "touch the car" with other brands, and win by quality, style and price; the two is to skip the link between agents or distributors, so as to keep clothing at the lowest price and contact with the public, easy to get consumers; three, it does not need a lot of cost input, and reduces many business risks.