China Home Textile Terminal: Helpless To Force New Channels

　 　 Market It has been a marketing channel that makes many home textile brands mixed up. Most of the brands that have taken the middle and high end route have been or are stationing in shopping malls, while others are still hanging around the door. They are hesitant to follow the path of most brands and take all the joys and worries that they bring, or stick to their own path. However, for physical sales, its own way is to open brand stores. Obviously, the road is not commodious and bright enough to achieve brand expansion. Dream 。

The difference between selling products and selling brands

The advantage of the shopping mall is obvious, and the shopping mall plays a leading role in the sales of the brand. This is also the reason why the major brands have to go to Beijing Cui Wei mall. Cui Wei mall always ranks first in department store sales, so many brands believe that as long as they enter such a shopping mall, they will surely make profits. Gao Keping, deputy general manager of Shah shark International Group Co., Ltd., Hongkong, said: "the difference between selling brands and selling products is to enter stores and open stores. Brand own stores usually open in two or three line cities, the quality of sales personnel is generally not high, and consumers are only concerned about whether the products are cheap; and in the mall, many brands are put together, consumers are compared, there are many factors that affect the popularity of the brand, and consumers are shopping at the mall just before the brand is sold. brand "

During the interview, Gao Ke Ping also said: "entering the shopping mall is the only way for the brand to go ahead. Now there are shark shops in 20 provinces of the country, of which 15% are direct stores. For shark, it is the only way to enter the mall. Of course, the sales performance of the brand store is pretty good. This is also due to the brand positioning. Shark is a very personalized brand, which also makes its consumers love and hate. Its love is its bed character with distinct personality and unusual fashion. In today's serious homogenization, differentiation is equivalent to fashion.

Stationing in shopping malls only chose a channel, instead of stepping into the safe. Under the premise of ensuring the quality of products, differentiation can make the brand stay in the market for a long time. Shopping malls are different from their own stores. The counters in the mall are small, and there is not enough room and stage for decoration. Therefore, it is very difficult to highlight the brand characteristics with external factors. If the product's own characteristics are not obvious, there is no difference from other brands, so it is easy to be ignored by consumers in the shopping malls. Besides, because of the brand aggregation and the comparison of consumers, the service of special counters is particularly important. Gao Keping believes that if the terminal service can be promoted to the cultural level and guided by consumers, even if the decoration is not featured, it will not affect the sales of the brand. This is the power of brand. Once deeply rooted in the hearts of the people, it will give consumers a sense of trust and dependence.

Helpless to force new channels

Apart from the small counters, simple decoration, and no brand characteristics, there are still some problems that have been enduring pain in the hearts of brands and dealers. Yang Jun, the dealer, said, "who doesn't want to enter the shopping mall and save himself from advertising again?" but it's too difficult to enter the shopping mall. Not only do we have to pay the parking fee, but also we have to cooperate with the activities of the mall without any conditions. Now the mall is doing activities all over the clock, but many brands can only raise their prices. Yang Jun also mentioned, "once a customer showed that she was on a business trip to a small city and saw a set of bedding items priced at 399 yuan, while the original price of the same brand product sold in the halls of Beijing shopping mall was more than 700 yuan, and it would be 500 yuan after the discount. We are also very helpless for such a situation. The fees charged by the shopping malls can only be spread to products. In today's fashion, we are "being raised". Gao Keping also said that there was department store's last knock-out system in the shopping mall. If it did not match the activities of shopping malls, it would be in a discount sale period and lagged behind other brands, because consumers would always choose discount products. If the brand is at the end of the sales volume, the store will not renew the contract after the expiration of the contract. In fact, the situation of the brand is very embarrassing, the choice of the mall will be subject to the market.

Many brand executives said in the interview that they prefer to have third choices, that is, a collection of brands, and they will not encounter so much trouble. Now it seems that such a wish has been realized. By the end of April, the yucca dream home life Museum in Beijing was opened. This is the first sales platform in Beijing, which is built by home textile dealers. The living hall attracts many home textile brands and will realize one-stop shopping for home life. In fact, this model has already appeared in the consumer market, such as IKEA, Illinois, HOLA, and even the home. However, they do not take home textiles as the main selling category, but rather a wide range of products that gather furniture and other daily necessities.

Huang Qi Ge, general manager of Shandong Taifeng home textile company, said: "many brands have separated their brand positioning from product positioning in order to enter shopping malls, especially high-end shopping malls. The brand positioning is high-end, while the actual products are low-end. In order to make the brand have a good image, it can enter the high-end shopping malls, and businesses deliberately produce several high-end products, the selling price is higher than 2000 yuan.

And when these brands come in, they find many problems, such as management system and technology can not meet the requirements, most products do not meet the needs of consumers, and the profits of brands are difficult to guarantee. Now, the home living hall such as Yucca dream offers a new choice for the home textile brands who are hesitant to enter the shopping mall.