Many enterprises reflect that due to the strong position of shopping malls in the supply chain, and the lack of "professional" mentality in the domestic market, many brands are often set up to collect various kinds of explicit and implicit fees, and the accounts are longer.

Many brands, even international brands, have to build their own store channels and stay away from shopping malls because of their "insults".

Moreover, because of the frequent discounts and promotions in shopping malls, the price of goods in the shopping malls is often too high. For the two formats of shopping malls and franchised stores, the price of stores and stores is not uniform. This is also a major problem for the brand enterprises.

There are no more than three strategies for brand enterprises to focus on shopping malls: first, stay away from shopping malls and build proprietary outlets.

Many brands, after starting their own brand stores, are welcomed by shopping malls and get relatively equal status.

Second, accept the reality and not complain all day.

For most enterprises, what can be done is to improve their comprehensive ability and get a better position in the competition among many similar brands in the mall, so that they will not be eliminated in the process of frequent brand change.

Third, it is very difficult to establish a strong position relative to the market through multiple brands, such as BELLE international.

Here we need to remind enterprises that with the increasingly fierce competition between shopping malls, there are two major trends in China's department stores at the present stage, namely, differentiation and linkage.

After the differentiation, the shopping arcade has a clear positioning, and they will choose their brands according to their own location. If the two sides agree to cooperate with each other, the chances of cooperation are much greater.

Enterprises can no longer crave the full coverage of all shopping malls, which is clearly not feasible.

The trend of chain also requires the mall to have strategic vision and form strategic partnership with some brands. This also gives the excellent and even potential brands a chance to expand rapidly.

The competition among shopping malls will surely enhance the "professional" quality of Chinese business and make it gradually realize the awareness of establishing a stable strategic relationship with the brand, which is undoubtedly a gospel for apparel brand enterprises.