The Road Of National Brands Entering Large Retail Enterprises Is Gradually Widening.

The way to enter large retail enterprises is gradually widening.

Reporters yesterday learned that the Ministry of Commerce recently made clear for the first time in the "three green engineering and brand promotion pilot training seminar" to encourage large retail enterprises to provide sales convenience for national brands in marketing resources, site resources and management resources, and to promote the sales of these Chinese brands.

The industry believes that in the current retail environment, to help the national brand force the retail sector, it will promote consumption from production to circulation terminals.

But in the view of retail experts and executives, the market is fair. While the policy is tilted, national brands still need to improve their competitiveness.

At present, the sales of domestic brands in the mall are relatively small.

According to the statistics of China's general merchandise business association, the proportion of Chinese brands in clothing and shoes and hats is about 40% in Beijing shopping malls, while the proportion of Chinese brands such as cosmetics is relatively low, only 20%.

In terms of sales, China's brand sales account for about 30%, and mainly in the middle and low end.

Correspondingly, foreign brands are still the main force in stimulating the sales of shopping malls.

"China" not long ago ended

On the 10th anniversary summit forum, Chu Xiuqi, President of China general merchandise business association, appealed to relevant government departments, trade associations and retail enterprises to support national brands in shopping malls.

In fact, in the view of the industry, finding sales outlets for Chinese brands can not only develop national industries, but also promote the consumption process from design, production to sales.

However, in the view of retail experts and executives, the state helps ethnic brands expand their retail channels, and should also be guided by the current market environment.

Zhao Ping, deputy director of the Consumer Economics Research Institute of the Ministry of Commerce, believes that based on the WTO rules, the whole industry must be treated fairly, and the development of national brands is hard to get preferential treatment in terms of policy.

But this does not mean that the retail industry will do nothing. "Reducing the access standards of national brands or establishing special counters for Chinese famous brand goods" is a way to explore.

Beijing

Zheng Wanhe, chairman of the Limited by Share Ltd group, said that there are too few high-quality domestic brands available to consumers at the moment, which has led to the fact that "foreign brands" dominate the department stores.

"We should start from the upstream and speed up the development of national brands."

In fact, in Zheng Wanhe's view, domestic department stores do not wear "colored glasses" to choose brands.

Take Wangfujing department store as an example, shopping centers choose brands from various angles, but the most basic intention is consumer demand.

Zhuang Sheng Guang Guang Department head also said that the main bottleneck for Chinese brands to enter department stores is the quality needs to be improved.

Department stores should not only sell their products, but also have their own culture and business philosophy.

Department stores want to see more independent design, independent production, and strong vitality of Chinese brands to enter.

"As long as we make our own characteristics, even if these Chinese brands are not mature, we still hope to provide a platform for these brands like Phoenix nests."