Guangzhou Department Store Nova Collectively Aims At "Characteristic Theme Shops"

Following the overall rental of the World Trade Center last year, Guangzhou friendship announced that the WTO would be built into a "gentlemen's Pavilion", while the original friendship city east store was the main consumer of women and families, forming a "Gemini" department store for men and women.

The newly built "shopping mall" project of Beijing Road, which has just won the successful bid, also claimed that it would create a "one-stop new female Theme Pavilion". What's more interesting is that the fashionable new world women's department store that opened just last weekend, from sales, cash registers to concierge, and even all the posts in underwear area, are all male shopping guides, and the trend of "no theme does not stop at all".

Present situation

New stores do more on the theme.

From entering the Pearl River New Town, signing the Phoenix Plaza of Huadu and winning the successful bid for the Beijing road reconstruction shopping mall project, recently, even with the three shares of Guangzhou City, the "rebuilt shopping mall" will be built as a "one-stop new female Theme Pavilion". It will become the most distinctive and fashionable one-stop shopping mall in Beijing Road business circle and Guangzhou city. It will not only bring together fashionable elements such as famous women's fine products, cosmetics, clothing, jewelry, accessories, etc., but also fully display the new women's side in the functional configuration.

Coincidentally, the Guangzhou friendship also announced the adjustment plan of the World Trade Fair: the 1~4 level of the WTO will be built into a "gentleman's Pavilion", which is positioned as a male theme department store and a part of the friendship store. While the East City store is adjusted to the consumption of ladies, children and families, the shopping mall will be built. The friendship and the WTO will be connected by an air corridor bridge and become the first male and female "Gemini" department store in Guangzhou.

Last weekend, Hongkong new world department store opened a women's department store in Beijing, not only from clothing, shoes and caps, accessories, cosmetics, but also from all the posts in sales, cash register and even underwear shopping. In the past, the broadcast of softly female voice played in the mall became a baritone and attracted the attention of many customers.

In addition, the theme department store set up by Yintai in the two phase of Hangzhou lakeside is positioned as a shopping corridor with 360 degrees of experience consumption. Recently, the Bailian City Shopping Center, which has been in operation for 3 years, has recently launched the positioning of a young and fashionable theme department store, Yang family department store, which has formed a dislocation competition with other hundred goods in the same trading area.

Reporters learned that there were more than 10 theme stores in recent signing or opening stores.

industry

Thematic department stores are products of individual consumption.

In this regard, Huang Wenjie, a commercial retail expert, said that department stores are the oldest and most competitive format. Recently, a number of department stores locate the theme department stores, indicating that the competition in department stores has become increasingly fierce, and everyone is looking for new breakthroughs.

He believes that the department stores can now be classified into two directions: first, the shopping center of department stores, and the functions of catering, entertainment, training and other functions in the shopping mall to expand the area to the large and comprehensive development; two, to develop specialized and refined products. "Shoes, leather goods, sports and other products in department stores can be taken out solely, making theme stores and discount stores."

Huang Wenjie, for example, said that in the past year, the Lili department store was pformed into a professional shopping mall for sidewalk shoes, which is a successful example.

In addition, he is more optimistic about friendship, making the WTO a male theme store.

He believes that if the original industry has speculated that the WTO will become a one-stop shopping mall after the lease of the WTO, which is bound to conflict with the friendship in the same business circle.

Nowadays, the number and quantity of clothing purchased by men in Guangzhou are not less than that of women.

Can the theme department stores be recognized by the market?

Ou Xiaowei, chairman of Guangzhou Hui run Management Co., Ltd., in an interview with reporters, said that in fact, the theme department stores were opened more than 10 years ago, but most of them ended in failure or pformation. "This is mainly due to the fact that people's consumption level is not high over 10 years ago.

But over the past few years, consumer demand has become more and more individualized. It should be said that there has been a market for theme stores. "Now it is time for the department store to go out of the thousand shops and homogenization competition."

Ou Xiaowei said that the pition from "big and complete" to market segmentation is the development trend of retail industry.

discuss

You can't simply divide the theme between men and women.

Although most of the new shops are now in favor of gender theme shops.

But reporters learned that in the past, the concept of women's or men's department stores in China has been closed or pformed.

4 years ago, the Wangfujing women's department store, which specializes in women's cards, failed to further subdivide the female commodity market. Eventually, it could only sell jewelry and jade articles. It disappeared with the rectification of Wangfujing street. In the 1 years since the opening of the mall in Beijing, it has been closed due to the shortage of goods and the lack of customers. Even now the SOGO ladies hall, which is still located in the female theme department store, has changed its position, and some male products have begun to enter the ladies' hall.

In this regard, Huang Wenjie said that after the industry has reached a certain degree of competition, it is the future trend for businessmen to locate customers and locate market space on the basis of positioning and positioning. However, the theme department stores should not simply define the commodities and brands with men and women, but rather grasp the marketing of people with certain characteristics to achieve success.

Peng Qiang, vice president of Guangzhou business economics society, also said that the market is both sides. At present, the personalized consumer market is mature, and it depends on whether the business can make its own characteristics.

He said foreign theme department stores are quite mature, such as H&M, ZARA, UNIQLO and so on are all the theme department stores after market segmentation.

But he believes that these theme stores as the main store store identity, the probability of success is greater, if stripping out in an independent form, it is very difficult to operate.

Theme stores should train their buyers.

Since the 90s of last century, most department stores have shifted from the traditional proprietary mode to the "brand joint mode" which is controlled by brand operators in the process of entering, selling and storing. Brands do not need to pay rent, but by extracting the discount points from the sales of brands as the gross profit of department stores.

"Now many suppliers have many brands on hand, which has led to a very serious homogenization of brands and commodities in the mainland department stores."

Ou Xiaowei pointed out that the theme department stores must cultivate their own buyers and grasp the consumption needs of the positioning crowd before they are caught up in the situation of frequent discounts in the old department stores.