The "Shanzhai" Chongqing Landmark Is Ready To Come Out.

Cottage brand is rampant

During the Dragon Boat Festival, Li Jia, a native of Chongqing, was preparing to kill Chengdu for "shopping."

In her view, both places are very popular now, but in comparison, there are more "cheap goods" in Chengdu.

According to Wu Mengmeng, manager of marketing department of Chengdu, a trend department store in Hongkong, more than 300 of its 8000 VIP customers come from Chongqing. "They have an amazing consumption power. They usually spend about 5000 yuan at a time and can be tens of thousands of other people. They are quite good customer groups."

In fact, Chaozhou people usually have relatively excellent purchasing power.

In a considerable number of tide cards, an ordinary cotton T-shirt, because of special design or pattern, the price is more than 200 yuan, and some brands can even reach about 900 yuan, but it can not stop fans from buying enthusiasm.

"What we like is the sense of design and the difference."

Li Jia said.

It is for this distinctive "flavor" that many local tide makers rush to "sweep" to Hongkong, Shanghai and Beijing in the traditional discount season such as holidays or seasons and Christmas.

A shopkeeper in Chongqing has estimated that the consumption volume of direct outflow should be more than 10 million yuan per year. The higher the consumption level is, the stronger the motivation for shopping in Hongkong and Beijing Shanghai, the higher the one-time consumption quota.

The outflow of consumption capacity is a worthy consideration for Chongqing, which is in urgent need of domestic demand.

It is generally believed that things in Beijing, Shanghai and Hongkong look more fashionable, brand and quality are better. It is important that compared with Chongqing, there is little difference in price.

This is an important reason for the consumption outflow.

Besides, the "cottage" of local consumption is also criticized by the tide.

Local tide man Jingtao bluntly: "Chongqing's tide shop, almost no authentic goods and big names.

In the field, people in Shapingba are attracted to the underground shopping malls. As a result, almost all of them are fake copies.

At present, the department store near the Zhonghua Road, I dare say that most of the products are fake.

Jingtao analyzed that in the past, Chongqing's consumption power was limited, and the real big players thought that the timing of entry was not mature enough, which saved many cottage brands.

In addition, the lack of design and production capacity is also one of the reasons for the consumption outflow and the prevalence of counterfeit goods.

Take the fashion industry's most important clothing industry as an example. According to the analysis of the industry, Chongqing garment industry ranked fifth in the 80s of last century. In its heyday, Chongqing's clothing output value reached 200 million yuan, and the export earned about 21000000 dollars.

However, due to the backwardness of cultural information atmosphere, the lack of personality design concepts and the loss of talents.

The most surprising thing is that no original fashion brand for young consumers has ever been born in Chongqing.

Call for tidal landmark

However, in a few months, the young people of Chongqing who pursue fashion and trend will no longer need to drive more than 300 kilometers to Chengdu or go shopping in Shanghai and Hongkong.

Recently, on the youth road of Chongqing, a commercial department store in China World Trade Center center of Chongqing, a department store under renovation, has attracted the attention of many people.

The advertisement on the wall shows that this is a department store called NOVO, which will be open to visitors this year.

Some days in the future, for some Chongqing people, this store will become their fashion enlightenment "Godfather".

NOVO, a well-known Hong Kong trend salesperson in the global Chinese circle.

According to Tang Feiyu, director of marketing department in Chongqing, the market they locate is a local fashion and trend consumer group, which is obviously different from high-end department stores such as Chongqing department store, new century department store and high-end department stores such as America and America.

In this store, one hundred or two hundred global brands of EVISU, REPLAY and ARMANI will be assembled in the future.

In every store they distribute around the world, the commercial space they create is different.

For example, Chengdu store, they have about 2000 square meters of business hall, the shop design is quite creative: the conveyor belt of the post industrial era, hanging cowboy with craftsmanship, slowly moving in full swing.

The twisting and twisting props with arbitrary rotation and combination, and the ceiling with corrugated ceiling, add a bit of fluency and agility to this place.

And in the 40 thousand square meters of Chongqing China World Trade Center central store, they plan to invest about 100 million yuan to create a more avant-garde technology trend landmark.

Here, the natural elements such as sky, rain and dew, caves, earth, light and so on have all become aesthetic symbols. Special-shaped sofa seats, segmented flower beds in shopping areas, thousands of LED displays, colorful colors, abstract patterns, and LED lamps densely covered on the walls show their uniqueness.

In terms of sales promotion, tidal stores are also quite different from traditional department stores.

"Unlike traditional department stores, we attract customers mainly by discounts, but create an atmosphere of fashion trends and interact with fashion trends."

It is reported that some time ago, when the NOVO Chengdu store held the 3rd anniversary celebration, the store set up 1000 energy-saving lamp walls at the main gate, invited 80 "Chaozhou" people, and scribbling them on the light bulb according to their own imagination.

These "Chaozhou" people come from the fashion industry and have great influence in the local area. Naturally, many fashionable people have been involved.

Its maverick business model also includes the introduction of a limited edition of the first line fashion brand and a fashion show in the store to deliver the latest fashion information to consumers.

"In the future, we have as many as 60 events a year, and every month we need stars to help us.

At the same time, the company is considering moving many of Chengdu's first fashion events to Chongqing.

Tang Feiyu said.

In the Chongqing store, you can also enjoy street shows, DJ discs, films and videos, the use of holographic technology in commodities, and can conveniently taste different styles of coffee and desserts on each floor.

"This is not only a department store, but also a fashionable and artistic living space. Even if you don't shop, you can enjoy leisure and enjoy a romantic time."

Tang Feiyu said.