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홍차넷
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티타임
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- 다양한 주제에 대해 자유롭게 글을 작성하는 게시판입니다.
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전체기타일상/생각꿀팁/강좌방송/연예도서/문학영화의료/건강문화/예술경제생활체육과학/기술철학/종교정치요리/음식역사여행육아/가정IT/컴퓨터음악창작게임스포츠사회오프모임
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| Date |
Warning: Use of undefined constant reg_date - assumed 'reg_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 53 22/04/22 18:47:48 Warning: Use of undefined constant mod_date - assumed 'mod_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 56 |
| Name | Leeka |
| Subject | 유통 잡썰 #2 - 명품들은 어떻게 총량제를 할 수 있나? |
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- 명품들이 매장 총량제를 사용하는 이유 * 명품이 백화점에서 '낮은 수수료율'을 받아내고 좋은 대접을 받는 이유는 에르메스를 유치하면. '에르메스를 사러/보러' 먼곳에서도 고객들이 그 백화점을 찾아오게 되고 온김에 이것저것 소비하고. 사다보니 VIP가 되고. 그래서 계속 이곳을 오게 되는 선 순환이 생깁니다. 즉. 해당 브랜드가 강력한 모객효과 + 락인 효과.. 를 가지고 있기 때문에 '낮은 수수료&좋은 대접'을 받을 수 있게 되는건데요. 총량제를 쓰지 않고 사방에 다 있으면. 흔하다보니 나이키 사러 신세계 강남점까지 일부러 가진 않게되고 그럼 특별한 대접을 받을수 없다보니 총량제를 실시해서 더 좋은 대접을 받으면서 매장수를 유지하게 됩니다. - 전국 총량제와 지역 총량제 * 전국 총량제는 '해당 국가에 총 매장이 몇개 이상은 있으면 안된다' 이런 개념의 제한. 최근 롤렉스의 경우 '판교 현대백화점' 에 입점을 확정지으면서. 매장 수를 유지하기 위해 '광주신세계' 에서 롤렉스 매장을 철수함. * 지역 총량제는 '어차피 광주에서 서울까지 올 확률은 적으니. 해당 지역의 인구수+상권등을 고려해서' 해당 지역 내의 매장 수량을 조절하는 방식 판교 현백에 입점하는 에르메스는 경기도 지역에 +1을 만들면서 기존 매장 철수 없이. 에르메스 매장이 하나 더 늘어난 케이스고 대구 같은곳에서는 대구신세계로 이동하면서 대구의 다른 백화점에서 방을 빼서 대구지역 총량제는 유지하는 방식. 으로 사용함. - 매장의 급을 차별화 해서 조절하는 개념 에르메스/샤넬/롤렉스 같은 매장들은 '정말 극단적으로 매장 수를 적게' 잡는 다면 루이비통 /까르띠에는 더 많이 입점하는 대신 매장의 급을 차등함 현재 에르메스는 판교 현백 포함 백화점에 9개/ 루이비통은 21개 입점한 상태인데 루이비통은 21개의 매장 중 13개 매장은 옷 + 가방을 모두 팔지만 / 8개 매장은 가방만 팜. 까르띠에의 경우에도 판교 현백 매장은 주얼리 + 시계를 팔지만 / 신세계 경기점 매장은 시계만 파는 식. 즉 전체 매장은 루이비통이 에르메스보다 2배가 많지만. 옷을 파는 매장은 1.5배만 많은걸 통해 간접적으로 조절하는 것을 병행하게 됨. - 총량제는 근데 급이 되야 함 급도 안되는데 총량제 하면서 좋은 혜택 받으려고 하면 걍 너 안받고 말아.. 해버려서..... 총량제로 급 대우 받으려면 입점했을때 정말 '모객을 확실하게 해줘야' 되고. 그정도 파워가 안되는 곳들은 총량제를 쓰진 않고 어느정도 가오가 사는 백화점들에는 그냥 입점하는 형태로 진행하게 됩니다. - 반대급부로.. 브랜드 가치가 무너져서 올리기 위해 조절하는 경우도 있습니다. 과거에 버버리만 해도.. 버버리가 대표적으로 총량제를 넘어서 너무 라이센스까지 남발되다보니 브랜드가 흔해지면서 2000년대에 명품 이미지가 소멸해서.. 여러 백화점 명품관에서 실제로 쫓겨났었고 -.-; 이걸 회복하기 위해 많은 노력을 기울였던..... 지금은 다시 명품으로 보고 명품관들에 잘 입점하고 있습니다. - 명품은 사실상 백화점이, 쇼핑몰과 차별화된 모객을 할 수 있는 키 카드중 하나.. 맛집, 영화관, 서점 등은 어차피 쇼핑몰에도 다 있는 시설들이라서.. 실질적으로 쇼핑몰이 아닌 백화점으로 와야 될 이유를 만드는 MD로는 현재로썬 명품이 가장 강력한 카드로 작동하고 있습니다. Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 133 Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 146 Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view.php on line 161 12 이 게시판에 등록된 Leeka님의 최근 게시물
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Warning: Use of undefined constant HTTP_HOST - assumed 'HTTP_HOST' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 640
Warning: Use of undefined constant name - assumed 'name' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 644
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 646
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/view.php on line 646
Warning: Use of undefined constant HTTP_HOST - assumed 'HTTP_HOST' (this will throw an Error in a future version of PHP) in /home/redtea/html/pb/cmt_replace.php on line 3
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 6
Warning: Use of undefined constant file_name - assumed 'file_name' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 28
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 65
172536 class="iamcmt" style="display:none;"> Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 66
172536 class='vcm '>
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 70
Warning: Use of undefined constant x - assumed 'x' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 71
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 76
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 117
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 118
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 119
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 120
Warning: Use of undefined constant ismember - assumed 'ismember' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 121
172536'> 물사조
Warning: Use of undefined constant mod_date - assumed 'mod_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 133
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 140
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 140
Warning: Use of undefined constant reg_date - assumed 'reg_date' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 142
22/04/23 01:47
172536>삭제 주소복사
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 150
어쩌다 명품은 아니고 양품? 정도 되는 회사랑 백화점이랑 거래하는 걸 살짝 들여다 볼 기회가 있었는데
수도권 매장은 매출이 점점 느는데 대구나 대전 이런 지역은 매출이 줄거나 백화점 자체가 없어지더라구요...
비수도권 백화점들은 지금 잘 되나요?
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 158
Warning: Use of undefined constant password - assumed 'password' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 166
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 171
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
수도권 매장은 매출이 점점 느는데 대구나 대전 이런 지역은 매출이 줄거나 백화점 자체가 없어지더라구요...
비수도권 백화점들은 지금 잘 되나요?
Warning: Use of undefined constant level - assumed 'level' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 158
Warning: Use of undefined constant password - assumed 'password' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 166
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 171
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 172
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant no - assumed 'no' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
Warning: Use of undefined constant vote - assumed 'vote' (this will throw an Error in a future version of PHP) in /home/redtea/html/a_skin/bbsd/view_comment.php on line 173
172536>
172536>
