Zhengzhou Denis Department Store Introduced 81 Clothing Brands In Two Weeks.

Time flies. In a flash, the garden store of Denis's department store in Zhengzhou has opened 2nd anniversary.

In order to follow its own customer orientation, find differentiated marketing, achieve brand progression and improve sales performance, the shop has upgraded some hardware from April this year, and has made reasonable and optimized combination of existing brands.

Cheng Hua, manager of the sales department, said that by the end of the overall adjustment in June, the number of brand counters will reach 546, of which the number of newly introduced heavy brand counters will reach 81, and some of them will be the exclusive brands of Denis garden store.

Implementing reasonable and optimized combination

Customers who have been to Denis garden shop recently should have some feeling that the shopping environment is more comfortable, the floor layout is more reasonable, and the species combination is more clear.

Cheng Hua said that in order to welcome the 2nd anniversary celebration, Denis garden store has upgraded the hardware of some buildings, increased the business area, and repositioned some of the business types. It has taken into account the habits of customers more. According to the consumption demand and consumption levels, the layout of floor brands has been divided. Customers can find their own floors, and the consumption mode is more convenient and humane.

This adjustment, in the 16 floor of the business area, changes the largest number of the four floors, six floors, nine floors, of which the original four floor metropolitan ladies hall has turned into a famous fashion Museum, has introduced a series of Korean first-line fashion brand, such as TI, W., ON, ON, QUA, etc. the international fashion boutique brand has CKJEANS, MISS, GUESS, the domestic front-line women's clothing brand has mia, Mia, Robyn, etc., the fashion name brand has the brand name, and so on.

The six floor is the glamour Museum, which has increased the business area in the adjustment, increased the number of ladies' cabinets, and upgraded the brand rank. The newly introduced brands include Ya Ying, Tun Nu, Ma Tiannu, Wacoal, CK, BUILDINGBEAUTY and so on.

The nine floor is the leisure leisure hall. After adjustment, it mainly consists of business casual men's wear, shoes and leather goods.

In order to further enhance the brand atmosphere of clothing, the original seven floor men's wear "JACK&JONES" with its fashion men's clothing brand "Slade" together to enter the nine floor.

In addition, the new outdoor leisure products and fashion leisure brands CAMEL and ESPRIT, combined with the existing JEEP, NAUTICA, Hush Puppies and so on, more appropriately strengthen the theme positioning of the floor.

Create a sophisticated consumer experience

The brand adjustment of Denis garden store will not only introduce new brands, but also eliminate about 30 brands with poor management results.

Such a knockout effort is not small for a department store.

But as a rapidly growing new shop, tough tactics seem to be a strategy to be implemented in the market where strong hands are like forests.

Denis garden store's positioning is "fashion", but in this adjustment, what they pursue is to make differentiation as far as possible, and strive to create a sophisticated consumer experience, to bring consumers exquisite, petty bourgeois, fashionable consumption feeling.

Cheng Hua revealed that when he introduced a new brand, Denis not only valued the brand's progression, but also made further progress on the basis of brand combination.

With the help of this adjustment, the first cosmetics brand MaxFactor of the first floor of the department store of Denis department store has introduced the first brand of American cosmetics, and the Shiseido brand Shiseido counters will also enter the end of June.

In the two floor women's shoe hall, the upcoming brands will have 1991, MISSSIXTY, HOGL, NINEWEST, VMe and so on.

Besides the introduction of a series of new dresses for women's wear and accessories, the new ladies' hall on the five floor also introduces the unique Korean brand of Denis's system, "corleano".

In the seven floor youth sports hall, Vans, K - SWISS, RAPIDO, French cock, Royal rubber band and other sports brands also landed.

In the process of brand adjustment, the new brand of the elegant Confucian gentleman's Hall on the eighth floor is introduced by Hatton, DOR, Javani and so on. I believe it will make men more graceful and graceful.

Highlight competitiveness with characteristics and highlights

The most important thing for the brand adjustment of shopping centers is to combine their own positioning to decide what brands to be eliminated and what brands to import according to their own positioning, so as to highlight their own characteristics and form their unique competitiveness.

The brand of a shopping mall can be divided into the brand that creates the performance and the brand that represents the image. When the brand is adjusted, the overall coordination should be considered. Although the ultimate goal is to create benefits, we should not consider the benefit as the sole consideration of brand adjustment, but also consider the image and long distance development of the shopping mall.

In a sense, the amount of gold and quantity of a retail enterprise brand is a symbol of its market position, and it is also a sign to evaluate a city's comprehensive productivity, consumption power and competitiveness.

And the characteristic management mode can often play an important role in the operation process.

There are two bright spots in Denis's department store's brand adjustment.

In the warm living room on the eleven floor, in addition to the regular sales of bedclothes, Meng Jie and Luo Lai are the two major brands in this province. They have imported the "home concept flagship store" for the first time in this province. The new combination of the series of commodities, the new image of the store, and the professional guidance of the home atmosphere, are aimed at creating a comfortable and comfortable life experience for the loving customers.

Also, located on the twelve floor, E cool electric hall, the first Apple store in Henan department store launched the "Apple comprehensive experience shop", which sells all products licensed by Apple Corp.

Here, Apple fans can experience the charm of Apple products in all directions and zero distance, and complete one-stop shopping.

Cheng Hua said, "technology has also become a fashion expression here."

Cheng Hua said that with these two highlights, the garden store of Denis department store has a more obvious distinction with its peers, and the competitive strength is also obvious.

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Building customer satisfaction shopping places

In addition to upgrading hardware and brand, the core issue of department stores is the enhancement and enhancement of service awareness.

Elegant shopping environment, high-end fashion brands, lack of intimate service to customers, everything is on paper.

"With a unique excellent clothing brand, plus a more intimate service, customers will naturally patronize."

Cheng Hua said, hope that Denis garden store through this brand adjustment, coupled with the internal standardization of management, service concept enhancement, truly become the consumer satisfaction shopping place.

Denis's official also said that brand adjustment can make the brand's position more rationalized and provide more convenience for customers to shop.

Through this position change or floor adjustment, on the one hand, it can better satisfy consumers' shopping habits, and on the other hand, it brings a fresh feeling to consumers.

By adjusting the introduction of some new brands and unique brands, we can form certain differentiation and attract more consumers.

The introduction of some international brands will also bring new customers to the shopping malls.

Brand adjustment, through the survival of the fittest, optimize the brand, but also to some pressure on the existing suppliers, so that they continue to improve.

Through adjustment, the location of shopping malls is more clear.

For example, Denis store Huayuan Road store positioning fashion, adjustment will focus on this direction.

In addition, adjustment will also make shopping malls better meet the needs of consumers.

When a brand was accepted by consumers just two or three years ago, everyone thought it was a famous brand, but now people in the street wear it, so they don't think so.

The market needs more and more high-end brands to meet, and sometimes the market adjustment will also try to meet these potential needs.

Give consumers new shopping experience

A brand dealer says that the introduction of high grade brands can enhance the quality and image of the shopping malls. The introduction of brands that represent the current and future trends can enhance the strength of the leading market trend, while the introduction of brands that sell better in other places is for economic benefit.

Through brand adjustment, improving the combination and composition of brands can attract more consumers and enhance their competitive advantages.

For customers, adjustment is also a good thing.

Customers are always happy and old. They always have expectations for the adjustment of shopping malls, hoping to get a new shopping experience.

A marketing personage thinks that the adjustment of shopping mall brand is the normal business behavior of the mall.

Every spring and autumn season, shopping malls should be adjusted according to commodity category and brand planning.

It is usually in the spring every year before the May 1 peak season to replace the best selling products of summer products, and adjust the autumn and winter commodities from 7 to August.

Through adjustment, on the one hand, we should eliminate old brands, adjust the brands which are not good or fail to meet the standards in the previous year, and on the other hand, add new brands.

Shopping malls should constantly meet the new needs of the market, and also need to introduce competitive commodities and brands.

If we understand from the point of view of operation, brand adjustment will help to maintain the competitiveness of shopping malls, and play a role in the survival of the fittest and stimulation.

At the same time, through the annual brand adjustment, the mall realizes the healthy competition of the brand products of the same type, so as to maximize the profit of the market.