The three stores of eLong Department Store are also in the old city, the surrounding communities here are not of high grade, but because it is the old city, the occupancy rate is almost 100%, most of the people living here are the elderly or some renters, the per capita purchasing power is low, the passenger flow of this shopping mall is OK, but Lin Fan is still very hesitant about whether to open a store here, because he is a person who cherishes feathers very much, once "Yaxi" enters the shopping mall of this brand combination, it is a self-surrendering identity, and then wants to enter Tianfu and Wanrui in the future. The other party will have some opinions about you, thinking that in addition to being able to sell your brand, the brand grade is really not good.

After thinking for a while, Lin Fan laughed self-deprecatingly, he felt that he was drilling the horns, his main channel was still in the street shop, and the last thing to be seen in the slightly stronger department store was the street shop brand, looking at all the boutique department stores, 90% of the brands in it would not appear in the street shop.

What's more, now that I have even entered a supermarket, what kind of shopping mall will be more expensive than entering a supermarket? Saying this seems to contradict Lin Fan's words of cherishing feathers and cherishing brand image.

This is going to return to the brand positioning of "Yaxi", the positioning of this product is originally mass fashion, his most suitable channel is the street store, for the shopping mall, such a positioning of the brand is impossible to coexist for a long time, because the development route of the shopping mall, the brand is constantly upgrading, constantly upgrading, it can be said that in the current Zhonghai City, because there is no strong women's shoe brand stationed, so "Yaxi" in the shopping mall still has a lot of right to speak, In the eLong Department Store, a lower-grade department store has the absolute initiative, but with the rapid development of the major shoe giants, began to expand stores on a large scale nationwide, some high-end women's shoe brands will not take long to enter the Zhonghai market, not to mention Tianfu and Wanrui, even if the eLong Department Store as long as it cooperates with those brands, the status of "Yaxi" in the shopping mall will plummet immediately, and today's glory cannot be there again. At the same time, with the continuous improvement of the positioning of the shopping mall, the customer group of the shopping mall and the customer group of the street shop will be further clearly distinguished, and the shopping group of the shopping mall will not choose the street shop brand, and the sales will naturally plummet, and then even the ping effect can not be guaranteed.

Supermarkets and street shops do not have this kind of worry, and street shops are originally based on who has strong leasing ability and who can seize the best position; As for the supermarket, a brand with such a positioning as "Yaxi" can be regarded as a first-class brand in the supermarket for at least three or even five years, and it will have a strong voice here, and it can choose the best location and superior rental conditions.

In such a comparison, it can be seen that Lin Fan runs "Yaxi", and his long-term interests are still in the two major channels of street shops and supermarkets, and he can get a vote in department stores just by taking advantage of the lack of choice in department stores now, as for how long he can make money, his estimate will not exceed 2 years.

At present, he wants to promote the brand to the department store in Zhonghai City, which is just the idea of rapidly increasing the brand's regional influence in Kyong Province, and the company's development focus is not here.

Similarly, "Yaxi" can only be a transitional product for several major department stores, and now they have no better brand to choose from, so they lower their posture to invite you, not how optimistic they are about your future and how bright the prospects, anyone who does business knows that you can't make a product supermarket store, street shop, department store store bigger and stronger at the same time, the customer base of these major channels is too large, and your product positioning either chooses to adapt to street shops and supermarkets, or choose to adapt to department stores.

Product positioning is not something that Lin Fan can decide, but how to quickly open a store according to the positioning of this product is a problem that Lin Fan considers.

He kept thinking, Ye Shaofeng was quiet on the side, and did not interrupt his thoughts.

"You can enter the three stores!" Lin Fan thought about it for a while, and then said lightly.

Ye Shaofeng breathed a sigh of relief, and said with a smile on his face: "Then the conditions are still according to the Nanhu store?" ”

Lin Fan shook his head and said, "Nanhu store, our entry is a win-win cooperation; But in the third store, our entry is completely based on your Mr. Ye's face, and we have opened a cooperative store. ”

Ye Shaofeng couldn't cry or laugh, and said in his heart, I don't have such a big face, will you Lin Fan abolish the public because of private affairs? The devil believes in you. At the same time, there was also a little drumming in my heart, you must know that the cooperation conditions of the Nanhu store are already very superior, and the cooperation conditions of these three stores do not know how harsh Lin Fan is.

Lin Fan's idea is very simple, since the future of the future with the department store is not optimistic, then now when he takes the initiative, he will strive for more benefits, he said calmly: "The framework remains the same, all other expenses are canceled, my cooperation with you is only a simple deduction, and then you give the installation and deposit, and this store must add a counter-guarantee." ”

Ye Shaofeng said: "It's no problem to install 150,000 yuan and 200,000 yuan in margin, so this anti-guarantee is not necessary, right?" ”

The so-called anti-guarantee term is derived from the guarantee of the shopping mall, when the strong shopping mall talks about cooperation with the weak brand, in order to protect the shopping mall's own rental income, it will talk to the brand about a guarantee, for example, the guaranteed performance is 1 million a year, so if after the end of a lease year, you find that your performance is not 1 million, then you have to make up the difference, of course, this way to make up the difference is the difference multiplied by the cooperation deduction points.

Lin Fan mentioned this anti-guarantee, which means the opposite, it is Lin Fan who sets a minimum guarantee amount, if this number cannot be achieved, then the shopping mall will make up the difference to "Sifan Commerce", which is undoubtedly another "alliance under the city".

Ye Shaofeng smiled bitterly and said: "Mr. Lin, how did you come up with these 'wonderful ideas', the first time we talked about cooperation, it was strange enough for you to let our shopping mall give you a return deposit, and now you have come up with a counter-guarantee, this is not big, right?" ”

Lin Fan said with a smile: "I think it is very reasonable to put forward this condition, because I need to invest in your shopping mall, if the performance is not good, my goods can be quickly converted into funds in other places, but they can never be sold in your place, and eventually become inventory, but this loss needs to be borne by me." The number of customers and customer group attributes of the three stores are not up to my store opening standards, and my entry is completely based on your Mr. Ye's face, you can't let me spend manpower and decoration here, and lose money and goods, right? (To be continued.) )