After "eleven", some large Market A new round of brand adjustment has been completed and promotional activities have been launched. It is found that most of the domestic clothing brands are in the "old brand" shopping malls of Zhongyuan Department store, Hualian, Binjiang, and so on. With the help of the loyal members who have accumulated over the years, the domestic brands have made good progress. Sale Results.

Domestic men's clothing sales accounted for more than half

Through field visits to several large department stores, it is found that domestic brands are mostly in the old shopping malls, clothing and footwear category accounts for about 40% of the total brand, and the domestic brands of cosmetics also account for 20%. For example, the cashmere brand of the six floor store of Hualian store in Zhongyuan Department Store is homemade. brand Most of the down jacket brands are domestic brands, such as duck and snow.

From several "old brand" shopping malls, we know that the contribution rate of outstanding brands from various domestic brands to sales performance is over 30%. Even in high-end department stores, the proportion of sales of domestic brands has reached a considerable proportion. According to the survey of the Chinese general merchandise business association, the overall sales performance of the domestic women's clothing brands for shopping malls Contribution rate The average is around 45%; the contribution rate of domestic menswear brands is 54%.

Seeking win-win development with traditional department stores

"Whether it's foreign tourists or local consumers, the traditional department store of mature business circles is still the highlight of consumption." The head of marketing department of Zhongyuan Department store, Hualian store, said that "old brand" stores have absolute advantages both in the size of operation and in the number of brands. {page_break}

"We have a competitive advantage in terms of price." A well-known domestic clothing brand official said that the domestic brand enterprises began to focus on their own enterprise positioning, personalized characteristics, and their own characteristics of goods, and more scientific design, marketing, management, culture and other aspects of work, and actively seek a win-win development with traditional department stores, forming the core. Competitive power 。

Industry: gradually increase the share of independent brands

"For domestic brands with outstanding business performance, shopping malls are particularly willing to increase the intensity of their imports. After all, domestic brands know more about the local market and the price is closer." A number of shopping malls say that domestic brands such as Zhou Dafu, Zhou Shengsheng and Lao Fengxiang are the focus of investment. The next step is to continue to expand the share of domestic clothing brands and introduce domestic brands including children's clothing, underwear, shoes and hats.

The survey of China's general merchandise business association also shows that independent brands are dominant in department stores such as Europe and Japan. There are usually one or more floors to sell local designer brands or more distinctive brands.