Can The Tide Card Of Hongkong Enter The Interior After Sunset?

　 Buying new clothes and passing the new year is a traditional Chinese consumption habit. In spring and summer, the trend of large air conditioning has made young consumers take advantage of the activities of buying and sending large department stores.

Many families find that the new clothes scheme of teenage children can not be put into practice. According to the reporter, the formation of consumption blind spots is due to the growing maturity of early thinking. Shenzhen teenagers think that the brand characteristics of mainstream brands such as LEVI, S and G-STAR are very different from those of the post-90s. At the same time, some local brands have not yet formed a fixed consumer group and can hardly enter the department store mall. The Hongkong tide card, once placed high hopes, has not expanded its sphere of influence in Shenzhen in recent years. According to the insiders, the cold reception of Hongkong tide brand in Shenzhen is the result of the combined efforts of culture and business atmosphere. However, with the acceleration of the integration of Shenzhen and Hong Kong, the business opportunities will gradually appear.

1 high prices stop consumers?

"A printed T EE costs more than 500 yuan, a mobile phone cord with LOGO will be more than 200, something is almost the same as that of a general store, but the price will be four or five times different!" Almost to the new year, a group of young people meet to go to the east gate to visit the Hongkong tide shop, hoping to buy the new year's clothes that are suitable for the purpose. As a result, the reason for the price is empty handed, and who will buy it at such a high price.

It seems to be a prophecy. In Shenzhen, a lot of Hongkong trend brands are experiencing a dilemma, and the price problem puts them in a dilemma. Mike runs a Hongkong trendy store near Dongmen, mainly selling t-shirts and jeans for young people. But by the end of last year, he had changed the main products to domestic brands and skin care products due to various pressures. "Shenzhen people have very strong consumption power, but they do not have a deep understanding of tide brands. Like the jeans I sold before, the design, creativity and production are all done in Hongkong. Some of the nails are still used by people, and the cost is very high. But the customer throws down a sentence, "jeans are not nearly the same. If you are expensive here, then you go, the designer's ideas and intentions, and the story behind the brand. They simply don't want to realize that they only look at the selling price and the low price is the only factor for Shenzhen consumers to buy the tide products." Mike so evaluate the trend of consumption of Shenzhen people.

Unlike Mike's flag changing banner, Hongkong's Jay opened its own brand store PROTEST in the coastal city's original tidal zone last December, focusing on women's accessories. He admitted that he was very careful in his business and opened his first store in Guangzhou. Only three years later, he came to Shenzhen to open second branches. "I think the price of tide products is very reasonable now. Compared with Japan's chao chao brand, Hongkong and even Shenzhen's original brand price is low. I will continue to use such a price system, but at the same time I will concentrate more on publicity. Many people in Shenzhen do not know much about Chao products. They think that Chao Cai is just to get some clothes and get some designs on them to sell them. In fact, the real tide products are complex, exquisite materials, and contain cultural charm. They can be worn as collectibles, and the market in Shenzhen is not very mature.

2, do we have to catch stars to sell well?

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Recently, the trend of stars has also affected the nerves of the retail industry, because the tidal clothing they have designed has become a new force in the consumer market, and the development speed is comparable to the multiplier effect. Singer Ku Kui Kei will create his own wave card and extend his tentacles to the mainland. The comeback of Edison Chan's Clot has become a fashion benchmark in Shanghai, and the expansion of scale operation is a matter of certainty. Juno Mak's SLLYTHING, Jay Chou's PHANTACi and Li Chen's N IC all regard Beijing and Shanghai as the base of sales, and the stars have become the best spokesmen and disseminators of tide brands.

Lin Zhibin blamed the lack of star effect on the slow development of Shenzhen's tide industry. The head of the Yuan Chao Group believes that celebrity endorsement has a certain exemplary role, but in the final analysis, the cultural and commercial atmosphere of the city decides the survival space of the brand. In his view, many of Hongkong's tide brand is far away from Beijing and Shanghai, because these tide cards are very compatible with the temperament of these cities. The entire tide brand industry is already very mature, and businesses do not need to spend too much effort to expand the market. Chao chao attaches great importance to originality and design concept. Many times, design is integrated into the elements of local life, and it is easy to resonate and be sought after. In contrast, the value of immigrant cities in Shenzhen is a lot of money. At the same time, the city emphasizes elite culture. Formal clothes, famous brands and women's wear become the mainstay of shopping malls. Such as the creative market, the departments and enterprises are only crying out for the entrepreneurs of the tide business. However, the promotion of design concept, the cultivation of management tools, and the guidance of market outlet are seldom involved. In Beijing, Shanghai, the development of tidal products has entered the fast lane. According to the reporter, in Shanghai Beijing international metropolis, the tide card has been recognized by the mainstream consumer market, such as in Raffles square in Shanghai. The whole SHOPPINGMALL is selling fashion brands from all over the world. The daily activities such as featured theme promotion, tidal wave election and tidal wave meeting are constantly improving and optimizing the industrial chain of Chaoshi.

According to the insiders, another important reason for the cold reception of Hongkong tide brand in Shenzhen is its consumption habits. The Shanzhai is the world's top, cheap and expensive consumers in Shenzhen. The rich do not see the tide, think it is a young man's stuff, can not go up to the table, and wear it can not attend important occasions, while the middle and low end consumers think that the popularity of tidal products is not high, but in terms of price and other aspects of the world brand, and their consumption values are inconsistent, because the development of tidal products in Shenzhen is blocked.

3 work hard and wait for opportunities.

Zhou Chunke is the main planner of Dongfang tidal Street lemon street. He is busy with lemon street two phase planning and brand introduction recently. He said that although the tide products in Hongkong have certain limitations in Shenzhen, they are developing in a good direction. From the strategic point of view of shopping malls, tide products will be a major growth point for future major fashion stores to enhance sales performance.

At present, the stores in Shenzhen are relatively limited, with specific focus on Dongmen South pond, lemon street, coastal city, and other places. However, senior personages in the industry revealed that sun department store and central city also had the intention to introduce some tide cards into this year's strategy, and also tested the acceptance of tide brands by mainstream consumer groups in Shenzhen after enriching the formats.

Lin Zhibin believes that both tide merchants and SHOPPINGMALL managers are adjusting their respective mindset and management strategies. Especially in the context of Shenzhen Hong Kong integration, cultural and business concepts are constantly merging. For tidal brand operators, they will be closer to the consumption concept of Shenzhen people in terms of creativity, product quality, price positioning and so on, and many businessmen will also give Chao brand more business development opportunities to foster their growth and growth, and share the feast of tide economy.