Take the Shanghai Xujiahui's Pacific Ocean general merchandise as an example, you possibly at the same time may see serves under somebody's banner Belle, Tata, Staccato, Teenmix to hundred Li and so on many brands, but reaches the lotus ni only then a Daphne brand, appears shape Shan Yingzhi.
However, the matter is changing.
in 2010 new year just crossed, reaches the lotus ni was the announcement and Full Pearl International Ltd (next said that Full Pearl) reaches the agreement, purchases the latter 60% stockholder's rights by 1.95 hundred million Hong Kong dollar's total prices.
Full Pearl is a BVI Corporation, the indirect holding likes the Italian high-quality goods shoe industry (Shanghai) the Limited company (next name loving the Italian shoe industry) mainly in the China one, two cities, Taiwan and Hong Kong manages the upscale women's shoes' retail business, altogether manages loves Italian (AEE), loves demon (Ameda), ALDO and Jessica a Simpson4 brand.
From this, reaches the high-end brand which the lotus ni serves under somebody's banner from original 2 (Arezzo and Sofft/Born), increases to 6.
These brands the generation will express the lotus ni in the department store and hundred Li, Saturday's series brand with the Taiwan athletics.
Although reached the lotus ni already to expand to 6 high-end brands, but compared hundred Li still potential micro. The material demonstrated that by the end of 2008, hundred Li serves under somebody's banner had 11 innate brands, mainly includes Belle (hundred Li), Staccato (thinks adds chart), Tata (his she), Teenmix (day kindness), Fato (cuts down develops) and so on, as well as Bata, BCBG, Elle and so on 12 agent brands. But Saturday serves under somebody's banner also has the numerous brands.
, With the brand is so numerous, and in department store experienced hundred Li, Saturday compares, reaches the lotus ni competitive advantage in where?
Reaches the lotus ni to be responsible for the investor relate vice-always acknowledged that in the high-end market, reaches the lotus ni superiority is not many at present, the short-term intrinsic market channel has not had the means with hundred Li, Saturday and so on brands contend with.
But vice-always looks like in this, reaches the lotus ni in the high-end market existing superiority is, infrastructural facilities, because in a city's supply chain system already was complete.
Moreover, has reached lotus ni for many years to insist that makes the populace market, this is hundred Li exactly, Saturday and so on walks the place which the high-end route's brand cover is insufficient.
In the domestic women's shoes market, reaches the lotus ni often to bring by the human with hundred Li places on a par, but reaches in the direct competitor name list which the lotus ni gives, actually does not have hundred Li.
Has a look carefully, although with for women's shoes market minute trencherman, but two indeed are occupies two parallel in certain aspects on-line.
Can look that arrives at the lotus ni place not necessarily to have hundred Li, for instance on avenue.
The popular market localization lets reach the lotus ni to choose much by the street shop form approaches its consumer, at present the street shop approximately composes reaches the lotus ni shop total quantity 70%.,baby socks, but acts according to hundred Li's stock offering books, the host hits high-end market hundred Li to have in 84.1% shop located at department store in shops the shop.
Reaches the lotus ni regards as an important competition threshold the street shop channel primarily.
The street shop and in department store's shop the shop or the special counter compare, the channel establishes difficulty high many, above reaches the lotus ni vice-always to analyze, because each street shop's position wants to look, each shop has the different landlord, each landlord also has the different request, the entire process is the very colored time.
Especially in two, three is even lower the first-level market, reaches the lotus ni street shop channel to become high-end brands and so on attraction such as Nike, Adidas downward seep when the important attribute.
Analyst Zhao Xiao also believed that reaches one of lotus ni core competitiveness by the street shop marketing channel primarily.
Reaches the lotus ni street shop only to provide reaches the lotus ni brand, will not like reaching the lotus ni consumer possibly not to come to stroll, an analyst believed that this will be helpful to the raise brand loyalty.
But in department store's shop the shop, the dazzling women's shoes brand lets the human be eyes cannot take it all, a shoe's deal was very possible is based on the brand, the design, the price,baby socks won t fall off, the craft,girls clothes, the material quality and so on numerous factor synthesis consideration.
In today this consumer taste diversification time, particularly feminine consumer, if the business reposes completely some brand's sale in theirs brand loyalty, somewhat is rather naive.
Hundred Li promotes combines the fist, namely tries hard to the footwear brand to cover, realizes the consumer not to purchase hundred Li brands, the purchase footwear brand is also comprehensively belongs to the self-management which or the proxy brand hundred Li serves under somebody's banner.
This was also recent years hundred Li carries on the brand purchase wantonly a reason.
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