Monopoly Of Small Commodities

Socks, scarves, accessories...

More and more "full on sale" promotions, so that these inconspicuous sales of small gifts.

But do you know that the exclusive benefit of monopoly products is much higher than that of large size clothes.

"Pick up a dress of 798 yuan and buy a pair of socks."

In the "eleven" long holidays that have just passed, many consumers in Hangzhou's shopping malls have "wishful thinking".

According to the staff of a shopping mall, sales promotion activities such as socks, underwear, scarves, hats and trinkets are always on sale.

The sales volume of these seemingly unimportant small commodities is doubled in the process of "making up". The popularity is not inferior to those hot clothing brands that are crowded with people.

Because of the "number", people began to recognize the humble supporting role in these shopping malls: their effectiveness is far beyond your imagination.

　　小東西掙錢不少

These original "snail" shopping mall corner counters are quietly expanding.

Mr. Zhang is an agent in a shopping mall scarf counter. He drives BMW and his office is located in a high-grade office building. Every holiday season, when business is good, he will take the time to go around the mall and see that the front desk is crowded and he is smiling away.

He said that the size of business is not the size of things, but the business of being humble and unconventional can still be done well.

Walking into any department store in Hangzhou, most of the gold berths on the floors are still occupied by clothing brands, and small accessories are mostly in the corner of the corner: the most inward corner, the staircase corner, and the gallery.

These small counters scattered around shopping malls and people accidentally encounter the best filling of the entire shopping malls.

"The clothing brand has a higher demand for counters. It needs a larger area to shop, stock, and try it out. The rest of those corners are suitable for small accessories that don't care much about location."

Insiders explained.

Compared with the average area of 40 to 60 square meters of clothing brand, the area of the small accessories is usually only one digits, and many accessories brands can only display the goods through the corridor of the shopping mall and the space of the corridor.

Although almost all businesses say that "accessories do not contribute much to the sales of the whole shopping mall, they belong to the non flagship products, which are more complementary to the categories, and enrich the functions of the shopping mall products".

Miss Lu, assistant to Hangzhou Tower women's clothing store, said: "last autumn and winter, a special shop for scarves and hats in the mall was only 2 square meters, with monthly sales reaching 250 thousand yuan.

Usually, the sales volume of a clothing counter is only one million yuan. "

In this way, the square benefit of accessories counters is much higher than that of clothing with large volume.

For the department store of inch of gold, the development of "Gaoping effect" commodity category obviously has higher economic value.

Take the Yintai store of Yintai department, the total floor area of the two floor ornaments after adjustment has occupied 1/5 of the whole floor area, and the special building area has been set up on the four floor of the maiden building floor, and a counter for selling seasonal accessories has been set up in the gold position of the elevator.

Hangzhou Tower has also developed the jewelry brand from the first few to more than ten.

A few years ago, Hangzhou Tower introduced the "seven color hemp" brand. This kind of socks made of hemp fiber can deodorant and absorb sweat. It has the adsorption function of bamboo charcoal. Although the counter is located in a small corner of the A building, it has attracted the attention of many consumers, and there are still many repeat customers.

Folli follie, a high-end jewelry brand that has entered the Hangzhou market earlier, has apparently succeeded in "winning the big game".

The brand is located in Hangzhou Tower with an area of up to 15 square meters, and sales have been quite stable. The counters set up in Yintai department have achieved a monthly sales growth of more than 50% this year.

These accessories that form their own brand effects do not need to push their sales volume through "quantity".

"Now some of the domestic and lower priced accessories brands in the mall will also participate in the" full down "activities of the shopping mall, allowing the use of coupons.

Other accessories brands will only occasionally participate in activities when new cabinets are opened or shopping malls celebrate.

A shopping mall floor manager said.

Small businesses are not small, businesses compete in the introduction of these brands.

　　東西雖小，卻足以在細節處體現其高貴的設計感。

A jewelry cabinet from Greece is displayed in the corner of the A building of Hangzhou Tower. The jewelry design is magnificent and gorgeous. It touches many women in Hangzhou with beautiful color and wonderful design.

The salesmen revealed that the average price of jewellery was not expensive. Compared with the gold and jewelry in the building, it was obviously beautiful and cheap. This year, the performance of the counters has been climbing steadily because of the fashionable styles and exquisite crafts of Hangzhou women.

The "accessories" purchased by small accessories also let various shopping centers compete in the introduction of accessories brands.

According to the positioning of their respective shopping malls and floors, the brand of accessories scattered in every corner has formed different brand gradients. The majority of international brands with a sense of design, texture and workmanship, and novel styles are unique.

The A&C introduced by Yintai department last month is a jewelry brand from Norway. These handmade ornaments with some Posey Biya style have attracted many favors in a very short time.

And the accessories brand of Hangzhou Tower is just like the high-end positioning of the whole shopping mall. It selects high quality materials and combines high-end fashion design with exquisite craft.

The small accessories that combine the international trend design and first class technology are also very expensive. The general price ranges from 200 yuan to 800 yuan.

"Little things" reflect the charm of detail and fashion with new designs. Only those who pay attention to details and pay attention to accessories are really fashionable people.

Such a fashion concept has obviously become the driving force behind the small and medium-sized accessories in the mall.

"Only one garment in a mall is not enough," says Zhang, manager of the four floor of Wulin store, Yintai department store. The customer's purchase behavior, on the one hand, pursues more choices and personalities, and on the other hand, it embodies the trend of pursuing detailed quality.

"Consumers now pay more attention to accessories for their temperament.

Two people may choose the same clothes, but they can not match the same accessories. This is more fashionable and taste.

Whether a person is dressed or not has to see her taste in small accessories such as accessories.

"Although the sales of small things are very small in the total business volume of the mall, it has trained more and more customers who care about details, which is also the progress of fashion."

A fashion person in Hangzhou said.

The taste of "small things" also reflects the sense of quality of a department store. When clothing, jewelry and make-up brands tend to be identical, and competition focus is short of new ideas, small products can stand out and bring more highlights to the shopping mall.