Shenzhen Retail Market War Is Coming Soon.
Jianghu is about to set off a "bloody storm"? This is not the world of sword and shadow that Jin Yong Cologne wrote, but the most real sigh of the Shenzhen retail market, which is comparable to the "sword of Heaven Sword" and the "seven injury boxing".
Recently, the industry is surging, and all kinds of news are coming. Retailers seem to be unable to bear the loneliness. They have to go out and distribute heroes to join the battle group.
"Have you heard that Tianhong is going to be listed, and recently opened a new store in Gongming", "last week's movie studio opened on the nine floor of the Huaqiang North Mao industry, even Li Yuchun came to ribbon cutting". "This week Carrefour Central City store completed upgrading and upgrading, and the big apple store actually sold the high-end Apple products." just yesterday, another SHOP-PING MALL hi Kai City opened business. It seems that Luohu business circle is fighting for another dragon. "
This is just the latest one or two weeks of speculation. If we now announce that in the next few months, the new format of Huarun's focus, the regional shopping mall, the first boutique SM store in Shenzhen, and the KK-M A LL, which will take the financial center route, will continue to open. Will there be more legends in Shenzhen's retail industry?
There is no doubt that behind this wonderful drama is a strong game of various interests, which can not even exaggerate the whole pattern of Shenzhen's retail industry. Some people say that Shenzhen is China's desire city. It is precisely because of the strong desire of many businessmen, practitioners and consumers that Shenzhen's business is constantly innovating, and it is consciously matched with the developed international commercial cities. Perhaps one day we will look back again, we will find that today's pain, giving up and giving up are the only way to a successful future.
Upgrading is a mandatory move in the retail industry.
On Monday, 3rd anniversary of Carrefour Central City stores announced that the upgrade was successful. Reporters found at the scene, whether it is product display, new product supply or price image, there are many changes in the hypermarket. In particular, the introduction of product brands has given consumers a big surprise, for example, Apple's entire range of products that have been on the high-end line in the market can be found in the digital area. Many old customers praised the layout of the shopping mall as brighter than before. fashion The function of the region has become more prominent and has its own personality.
Coincidentally, recently, Maofeng Huaqiang North store has completed the two phase of upgrading. In tradition clothing On the basis of cosmetics, new entertainment items such as restaurants, cinemas and so on have been set up. The business side expects that the sales performance of the whole business will be improved in the year. In particular, the richness and integrity of formats will increase the time for consumers to stay and increase their consumption desire.
For Shenzhen's retail industry, upgrading in the venue is like eating and walking. Some people in the industry even broke the news that a mall has been open for several years, and the big adjustment and small changes have never been stopped. Carrefour responsible person Qiu Jiaping believes that upgrading is very important for businesses. Take the central city store as an example. When the business was opened three years ago, the flow of people was only about 2000. Recently, 8000 of the weekend traffic has been increasing, and the composition of the crowd is changing. Surrounded by office buildings, office white-collar workers gradually become the main consumer groups. Therefore, through the upgrading of the site, the introduction of counterpart products is the practice of keeping pace with the times. Besides, consumers also have the habit of being happy and old. They like fresh and comfortable experiences and feelings. Therefore, these adjustments made by supermarkets are aimed at changes in the surrounding business circles and consumer needs. Shenzhen's retail industry is a highly sensitive industry, and the market is constantly changing. Therefore, the strategy is adjusting from time to time, and the "specific problem specific analysis" strategy is also applicable to the development of the retail industry.
Fierce business war is now officially opened.
Fierce competition, imitation learning and upgrading have been going on among retail businesses in Shenzhen. At the end of last year, Parco started its first IN -TERNATIONAL store with imported foods. Liao Suixiang, a media manager at PARKnSHOP supermarket, said in an interview with reporters that an old shop in Shekou has been upgrading for more than 25 years. The decision to pform itself into selling foreign food is the result of much time and effort. She said frankly that Shenzhen's retail businesses are also running against the water when they are in business. If they want to preserve themselves in the fierce competition, they must innovate and upgrade their formats at the same time.
I do not know if this has stirred up the ambition of other businesses. Since the beginning of this year, many supermarkets and department stores including new Yijia and Tianhong have stepped up their pace of expansion. Huarun has also called out a loud slogan for opening a branch store every day in the country. In the near future, the retail giants have thrown heavy news in the industry and rekindled the flames of war in Shenzhen.
Liu Xiujun, director general of Huarun's public affairs department, said in an exclusive interview with reporters that in the next few years, the new format of "Ode to joy" will become the focus of Huarun's brand. In July this year, the first one will open trial in Nanshan District. The brand of the regional shopping center described by the industry as "MIN I the Mixc" is said to have 6 stores built at the same time, and will reach 15 by 2016. For this new format, Liu Xiujun has such a description, "more than the general hypermarket, more convenient than the current shopping center, the specifications will be close to the Mixc, but pay more attention to the mass consumer market."
Recently, Luohu District has always been a high-profile announcement. In the next two or three months, it will open the first SM store in Shenzhen and take the route of community boutique. Yang Nan, the responsible person of Jusco Island, said that the supermarket department stores should be combined with commercial real estate to achieve the desired results. Now the commercial real estate in the city center does not have much room for large supermarkets and stores. But from another point of view, some other forms of business are better supplements. Therefore, the establishment of SM stores can meet the needs of the high-end customers in the community. At the same time, because the storefront is relatively small, more flexible measures can be taken to deal with the market changes.
According to the reporter, in the second half of this year, in addition to Huarun Wanjia and Jusco, the new KK -MALL will also be unveiled in the public market. It will be built by the Beijing based IMA company and the financial center and the X movie theater as a gimmick.
SHOPPINGM ALL continues to enhance their positioning
Shenzhen's retailing industry is most praised in China for its SHOPPIN GMA L L culture, but it is hard to imagine that most of these stores are still in the young tooth age so far. But the business climate in Shenzhen will not keep them waiting for food. Strong competition pressure requires them to be prosperous at birth.
In the past few years, when the major SHOP -PING MALL was officially opened for guests, you will find that there is a shadow of Hongkong's tip East and Hongkong Sha Tin style. At the same time, the movie theaters, ice rink, supermarkets, department stores and food street in MALL are basically identical. Some people sigh that one of them probably knows what else is going on. Shenzhen businessmen's imitation learning pcendence capability has always been a magic weapon for the development of victory. In fierce competition, they gradually begin to understand dislocation development, and adjust and strengthen their respective positioning according to the actual situation.
At first glance, every SHOPPIN GMALL in Shenzhen seems to have found its own route. Mention Luxury goods With GUCC I, MIU MIU, LV, DIOR and many other international super line brands, the Mixc has become the top choice for high-end consumers. Men's wear Trend, you can go to Jin Guanghua to feel it; need to customize. clothing ? You can find a satisfactory answer to CITIC Plaza. You can have a good meal at the premiere. COCOPARK provides a one-stop service. fashion If you breathe together, the center city may be the best choice; of course, if you want to feel elegant art and culture, flaunt luxury. fashion Yitian Holiday Plaza can meet your needs. At weekends, you want to spend time with your family. It is said that all family members can find their own fun in the coastal city.
For Chen Xiuhong, assistant general manager of Yitian Holiday Plaza, there are not many S H O P -PIN G M A LL in Shenzhen with perfect functional positioning. She said: "in a foreign shopping center one by one, everyone has their own positioning and selling points. This way can give customers more choices. Basically, every consumer can find a mall that has a sense of belonging and can be patronized for a long time. In fact, Shenzhen shopping center has made great progress in recent years. Before, it would pay attention to whether the goods could be sold. Instead, it will advocate more unique shopping experience for consumers. This is a necessity for the development of M A L L culture. Moreover, there will always be competition between MA L L, how to find suitable positioning and provide unique experience and services, which is the proposition that all SH O P P IN GM A LL should think about.
Focus discussion
同質化是不是深圳零售業的夢魘?
Many insiders in Shenzhen once said that homogenization is a lingering problem in the domestic business community.
Since Shenzhen can create the world-famous Shenzhen speed, why can't we walk ahead of others in innovation? There may be more helplessness behind difficulties.
A marketing manager of a large supermarket complained to reporters and spent two or three weeks trying to figure out a marketing plan. After three days, the opponent was already using it, and it was more targeted and destructive.
According to the reporter's observation, there are basically no commercial secrets in supermarket department stores.
Today, when you launch a membership card, it will issue V IC card and platinum card tomorrow. In the morning, there will be a publicity on disinfection products exhibition. In the supermarket next afternoon, there has been a kind of near family promotion such as mildew proof exhibition, moistureproof exhibition and so on. Some people sigh that they do not see LO G O just look at the promotional leaflets every week. They can hardly identify which one is very similar.
We are most familiar with the weekend buying and sending activities, and for a while, the promotion plans of all businesses seem to have come from a person's handwriting.
The slogan of how much to send e-cash coupons is even worse than the song "welcome to Beijing".
Some people think that Shenzhen's learning ability is world class. It is not known that the synonyms for imitation are plagiarism and copycat.
The business community is full of grievances. Innovation will not only imitate other plagiarism, but also worry more about the risk of failure brought by innovation.
There are people in the industry who say that the competition in Shenzhen's retail industry is fierce. The cost of a mistake is very high.
So many people in the industry like to wait for their opponents to make moves. If others succeed, they will imitate and improve immediately, but they can not accept themselves as surpassed by imitators.
Compared with overseas commercial establishments, Shenzhen's retail industry lacks some incentive mechanism and reward elasticity, and innovation or stability, more people will choose the latter.
When it comes to homogenization, it is necessary to refine it separately.
Now the consumer market, we mainly focus on the homogeneity of goods, the homogenization of marketing methods, and the homogeneity of shopping malls.
For the former, many supermarket stores are now self introspection and adjustment, speeding up the speed of agricultural supermarket docking, expanding the scope of purchase, and training.
Independent brand
Become a way to differentiate businesses.
For the same marketing means, businesses have abandoned the usual trick of low price promotion, instead, they will provide a unique consumer experience and cultivate customer loyalty as a new business objective.
As for functional homogenization, Wang Junbiao believes that in the current situation, supermarket department store mall in some parts of the intersection is inevitable.
But in addition to the shopping function, but also to develop their own unique secret techniques: "SHOPPING MALL as an example, can not be as narrow as the shopping center, but also extended.
clothing
A large number of restaurants exist, it does not matter, subtraction can be resolved, it is important that you provide other facilities such as entertainment, leisure, service characteristics, can not give customers different consumer feelings.
In my opinion, the retail industry in Shenzhen should first define its position and develop its own business personality, which is the key to the rapid development.
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