Wen Shang Circumventing The Strategy Of "Big Card" To Grab The Department Store Market

After the Opium War, five ports opened up, Xiamen opened ports, business contacts increased, and commerce became prosperous.

With the development of economy to today's brand marketing stage, many "big names" have been "ill" soon after entering the army.

And some Wenshang businessmen in Xiamen also seem to feel that the brand is "acclimatized" and gradually open up a new path to bypass the "big name" and seize the Xiamen consumer market.

No big deal does not mean that there is no market.

Xiamen is a city with very developed department stores. According to incomplete statistics, the per capita business area is 5 times the national average level, and the department store industry occupies a large proportion.

This is largely attributable to the "temporary", "immigrant" and "tourism" characteristics of the consumer groups. From XinDa duty-free shopping mall, new world department store to Lai Ya department store, Paris spring department store, Tianhong shopping mall, Wanda Plaza, SM Plaza and Hualian Department store, the department store has high density and strong consumer spending, which directly or indirectly affects the department store's "big name" route. International brands and part of Hong Kong, Macao and Guangdong high-end brands become consumers' first choice.

The brand of local brand and neighboring city of Quanzhou is also favored by consumers because of their misalignment.

Reporters visited several mainstream shopping malls in Xiamen, locating in high-end fashion brands such as crocodile, BELLE and other high-end brands. Among them, shoe brands are mostly Guangdong brands; Tianhong shopping malls and Paris spring department stores are mainly international brands and Guangdong brands, such as Ecco, Bata, Goldlion, Goldlion and so on. Hualian department stores contain many popular brands, but local and Jinjiang, Guangdong and other places have the middle end brand performance in general; while other high-end shopping malls, department stores, such as XinDa duty-free shopping malls, new world department stores and other high-end boutiques can hardly find traces of Wenzhou brand.

"Do not enter high-end shopping malls, do not do big brand does not mean that the brand does not have the market."

Xiamen Paris spring department store professional manager Yu Shui Jin revealed that the positioning of many foreign brands is different from the overall positioning of Xiamen department stores, but it can also be seen in other marketing channels. Wenzhou brands, whether in terms of image design or grade, are similar to Quanzhou and Xiamen local brands. The promotion of competition will be fierce, but brands outside the department stores, such as AOKANG, red dragonfly and Barbara, are still more popular with consumers.

"There are Wenzhou brands in the Zhongshan Road business circle and the pine and cypress business circle. They used to go shopping with friends."

Chen Xiaobin, who is doing trade in Xiamen, often receives some friends from abroad. She told reporters that Xiamen is a tourist city and the main force of consumption is mainly foreign. Apart from the big brands, most of them choose exquisite and personalized brand shops, especially those with high reputation and "high reputation". "Shopping environment is an important factor that affects many consumers' choices."

Another way to seize the consumer market

Many brands, especially shoes and clothing brands, operate almost the same way. In a narrow sense, they think that making brand is to open a store.

The phenomenon of terminal homogeneity is becoming more and more serious.

With the maturity of the market and the increase of operation cost, the survival of this mode will be worse and worse.

In recent years, many shoe and clothing brands in Wenzhou gradually fade out of the Xiamen market because of "acclimatization".

However, there are still many Wenzhou brands staying here, and the market performance is still excellent.

From Zhongshan Road, Siming South Road to Dazhong Road, Xiyue Road, journalists can see Wenzhou brand shoes and clothing store.

There were two AOKANG stores on Siming road. The reporter walked into one house. Three young and handsome shop assistants greeted us with a smile. In a moderate tone, they said, "welcome to AOKANG store. What can I do for you?"

The reporter looked through the shop in the eyes of consumers, and a salesman enthusiastically recommended AOKANG's products.

The reporter learned from the store manager Zhou Yaqin that AOKANG has 3 stores in the Zhongshan Road Business District of Xiamen, and there are 3 large department store counters. The market performance has been good, and has always won the consumer with brand + service.

During chatting, 6 guests came in from the store. The clerk asked him smiley and recommended himself.

The consumer is not alone. A backpacker bought a pair of leather shoes, followed by two or three consumers who were holding Minnan dialect and picked their own leather shoes.

In just two or three minutes, the store sold 4 pairs of shoes.

"The sales plan for this month is 130 thousand yuan."

Zhou Yaqin said, because not weekends, guests will be much less, and more shoes can be sold on weekends.

"Even if consumers do not buy our shoes, they will win the AOKANG brand smile."

Zhou Yaqin said with a smile.

Preemption of supermarket supporting stores

The market is always going in and out. As the brand of Semir, Barbara children's clothing in Xiamen will adjust the marketing channel and attack the Xiamen market this year. As the agent of balbbara children's clothing area, the business director of Xiamen Yun Yang Trading Co., Ltd., Ping Pang Pang, thinks that the brand of balbala is still very young in Xiamen and has enough room for development. This year, the main attack market will be set up in Xiamen.

Ke Pang Ping said that over the years, he has taken the ballet barrack brand in Fujian, Sanming City, Nanping, Zhejiang Quzhou, Jiangxi Shangrao and so on. At present, the market performance is pretty good. Among them, Quzhou has already opened 3 stores, and the sales volume is expected to exceed 10 million yuan this year.

In 2010, Ke Pang Ping again took the "balbara" general agent in Xiamen and opened the first store on Dazhong road. After more than a year's operation, this year's sales volume can exceed 1 million 500 thousand yuan.

At present, Barbara has opened 7 stores in and out of Xiamen island.

Because the Brad Barad brand did not enter Xiamen Island, its brand popularity was not very high. Last year, its sales volume was only 800 yuan, and the overall market was still in a state of loss.

But Pong still has a lot of confidence in the market in Xiamen.

He said that although Anta, seven wolves and other famous brands also involved in the extension of children's clothing brand promotion, and in the main business circle influence, but Barbara can seize other potential market in Xiamen.

Through a period of surveys on consumption habits, climate change and brand layout, Mr Ke Ping Pang will aim at the underlying shopping malls of large supermarkets such as WAL-MART, Carrefour and Tesco.

"This area does not belong to the supermarket internal retail area, will not damage the brand, but also as a brand area, because of the high degree of concentration, convenient shopping, also can cause consumers' concern."

"This year, Barbara brand will invest a lot of advertisements in Xiamen to raise its brand awareness, so as to pry the whole Xiamen market. As long as the annual operating losses are reduced, it will eventually make profits," said the brand.

The mainstream sales are wonderful.

There is a red dragonfly franchised store outside the street in a village outside the fairy street. This has attracted the attention of reporters: Red Dragonfly opened a community store in Xiamen.

Into the shop, the owner of the shop is actually the owner of Daming glasses, Xiao Sheng Fei, a Ruian native in Wenzhou.

Xiao Shengfei told reporters that he has been in Xiamen for 15 years and has been running a red dragonfly store since 2000.

Red dragonfly has 15 stores in Xiamen, including 3 in Xiamen Island, 1 in Xian Yue Road, 1 in Huli District, 10 from outside the island, and Xiao Shengfei has 2 of them in Zhongshan Road.

Xiao Shengfei said that in the past few years, the Red Dragonfly brand was more popular with the salaried workers and white-collar workers in the Xiamen market. In recent years, with the increase of the consumption level in Xiamen, the red dragonfly has gradually adjusted its market positioning to the "non mainstream market" from the mainstream market, "the overall sales volume has not been greatly affected."

The two red dragonfly franchised stores in Xian Yue Road and Huli District have annual sales income of about 2000000 yuan. Because of the non mainstream market, the shops open in the community along the street, and the operating cost is relatively low, making some profit margins.

Xiao Shengfei disclosed that at present, 15 Red Dragonfly franchised stores in Xiamen sell more than 18 million yuan annually.

Although it is a non mainstream market, there are opportunities for brand cultivation if there is profit margin.

Xiao Shengfei said.