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Guangzhou "Hundred Regiment War" Sounded The Asian Games Charge.

2010/8/11 10:32:00 96

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　　 Department store The war is imminent. Foreign brands Martha and WAN thousand department stores are strong attacking cities, local giants are strong, and friendly defense counters, and small stores play guerrilla warfare.

Local big crocodile opens territory to expand territory. Market The sword moves sideways. Department store war is almost instantaneous.

Under the double ring of the Asian Games and Guangzhou's economic strides, Guang Bai Department Stores launched two bombs in Zhujiang New Town, entered the Pearl River Sun City Square and the High German land Plaza. The friendship store built a fort in the east main base of the city, doubling the business area, and also stationed the West Tower strategic highland. Because domestic and foreign brands headed by Martha department store, thousands of department stores and central department stores have been under attack. At the same time, the small and medium sized shopping malls represented by the 5 parking apron and Wancheng four seasons plaza have taken the personalized route, hoping to get a share in the fierce market competition.

No. 5 apron

Positional warfare

[advantage] chain Layout grabs the highest point.

The head of the Pearl River new town is represented by the local Snake: Guang Bai department store and friendship store.

Since the opening of Tianhe Zhongyi store opposite Tianhe City four years ago, Guang Bai department store has opened the prelude to the East extension strategy. After four years of silence, the year of the Asian Games extended its efforts again: first, it signed a contract with the Pearl River Plaza in April, and entered the Pearl River new town, then joined hands with SeasonsM all two weeks ago to enter the High German land Plaza, and even two children in the C B D. In order to express its serious commitment to the C BD market, Guang Bai even opened another brand named "G BF", the full name "G randbuyFashion", which will be the first fashion department store brand of the state-owned enterprise.

If Guangzhou department store is the "Wolong" of Guangzhou's commercial world, the friendship store is "Phoenix chap". The department store said in a previous announcement that it had leased the first to six floors of the World Trade Center Building in Guangzhou, with a total construction area of about 25 thousand square meters. This part will create a unique "men's Pavilion", which is scheduled to open before October, and the business area of friendship will be doubled.

As for the layout of the Pearl River New Town, the friendship store has already rented the first to five floors of the West Tower in Guangzhou, the floor with a negative layer and a negative interlayer. The total construction area is about 44 thousand and 700 square meters, and is expected to be opened in the year.

On the one hand, it is considered an extension of the brand strength of the local department store, which is considered to be an extension of its brand strength, which is more likely to be interpreted by people in the industry. This is a reflection of the resistance against the invasion of foreign brands.

National Gold

Wanda Plaza

Tough battle

[superiority] the regiment goes to the top brands to help.

The representatives of Martha, department store, central department store, {page_break}, mall

This time, the rival of Guang Bai and friendship is no longer the Hualian and Wangfujing from Beijing's water and soil hard clothes, but the powerful and powerful Martha department stores, thousands of department stores and central department stores, and so on. They want to win Guangzhou in one fell swoop.

Martha's department store is the core strength of this brand. The British brand, which has a history of more than 100 years, mainly deals in two categories of daily necessities and foods. Almost all of the brands sold are Martha's own self-made brand "Saint Michal", as well as the clothing and shoes and hats of other branch brands. The ability to produce and sell itself is enough to make Guangzhou's first-line department stores rely on the operation of special counters. In order to display its brand strength more effectively, Martha's Department's choice in Guangzhou is Armani, Chanel, Dior, Fendi, LouisVuitton, Prada, Salvatore and other international first-line brands, plus the unique management services of the Hong Kong style shopping malls. The limelight is not two.

Thousands of department stores took root in Guangzhou by the landing of Baiyun Wanda Plaza. The department store, one of the four core industries of Wanda Group, will build a shoppingm all with six floors on the ground and 31 thousand square meters of floor area in Wanda Plaza, and will open with Wanda Plaza in December 11th. Li Yaohan, chairman of the Limited by Share Ltd, said that thousands of department stores are located in boutique stores, and will introduce more than 30 top brands at home and abroad, including Ferragamo, Versace and Elizabeth Aden.

Compared with Martha's department store and thousands of department stores, the central department store from Thailand is trying to implement "Nirvana" in the two tier market. The site is located at the San Xin shopping center in Panyu, a city bridge. The move will "bayonet" into the blank area ignored by the local giants, which will help to quickly stabilize the market heel.

Tai Koo Hui

Guerrilla warfare

[superiority] have unique personality and take every opportunity to catch up.

Small stores, alternative formats, the way to survive: G5, Wan Cheng four seasons

In the face of the whirlwind of local strong brands and foreign heroes, the reaction of small and medium-sized department stores is fast, and they pick up their own "small, quick, smart" technology advantages, through unique shopping malls packaging positioning and alternative format layout, the sharp sword dance score is sharp.

While shopping, I am flying by plane. Down to the 5 apron opened in December 18th, the neighborhood will enjoy this complex and wonderful feeling. The commercial project built on the terminal building of Baiyun old airport takes "aviation" as the theme of shopping malls, with the architectural planning of aviation elements and the latest projection technology, so that people can experience the fresh aviation shopping experience through vision, hearing and touch. The original "Air Hotel" will be completely preserved in the red line. After being repackaged, it will appear as a "food building". It features Western food, Shanghai cuisine, Korean food, Thai food, Sichuan cuisine, Vietnamese cuisine and other special restaurants.

In order to make the best alternative, the 5 apron, with "G 5" as the abbreviation, will also open 4500 square meters in the 2 floor to build a "week eight town", a children's professional experience paradise tailored for children. It is expected to absorb more than 200 thousand children's customers annually in the shopping mall.

On the Liberation North Road, a few kilometers away from the 5 apron, Wancheng four seasons plaza is landing in a low-key market. Different from other department stores, the "construction" is a project that is aimed at the new generation of fashionable young generation. This is evident in the planning of the project: the shopping mall is integrated into spring, summer, autumn and winter as the theme of the year, and is full of the tidal current elements similar to the popular front line and the king Plaza. The four seasons plaza in Wancheng is different from each other, and it is also reflected in the co-existence of two business models. The project introduces special merchants in specific areas, draws Commission on the basis of the sales amount of the other party, and absorbs retail businesses, mainly by rentals and flexible management practices.

Foresight strategy "entering Guangzhou easy, shaking hundred difficulties" into history?

"Entering Guangzhou is easy, but it is hard to shake up all difficulties." This is the famous motto left by a boss when Baisheng department stores were evacuated, although Parkson and Guang Bai did not seem to be able to get together with the eight poles. This year, local leaders will shake their hearts, because they are really "wolves".

[challenge] ocean department stores let GUCCI and LV blossom everywhere.

"Such a core city like Guangzhou has no GUCCI stores, and LV has only one room. Even if we don't have money, we can't just wear Giordano. " From the perspective of consumers, Guo Wenhui, director of marketing of Wancheng four seasons plaza, describes the fatal injury of Guangzhou department store. Obviously, the foreign commercial projects are well versed in this point, so they hit the "seven inches" directly.

The most typical example is Tai Koo Hui's introduction of luxury brand LV, which not only provides a short rent free period, but also helps LV make its own decoration according to its own standard. It looks like a losing money business, but in Hongkong's experience, it tells them that LV brand has a strong business aggregation capability, which will play an important role in the whole shopping malls. {page_break}

This is obviously very difficult for local department stores in Guangzhou. "We have long-term cooperation with 30 brands, and we also want to replace some high-grade products with fresh blood, but the interests between shopping malls and businesses are deep-rooted. It is hard to cut off this relationship," he said. A local department store operator said, "in terms of money, as in the Chinese Plaza business circle, the introduction of an ordinary brand in China Plaza can be 1000 yuan / square meter per month, but if you talk with the international brand, the other party may only give 200 yuan / square meter, which boss will agree? In this regard, the vision of foreign department stores will be more long-term."

"The introduction of H&M into the Chinese Plaza is a revelation to the local department store, but there are too few such cases." Zhongyuan Real estate business market research and research director Liu Guanghao said that the old Guangzhou likes to go shopping in Hongkong, and the Hongkong brand similar to H&M transplanted to the local, will naturally drain the consumption of this part of the outflow.

[challenge two] the advantage area is broken through the weak zone.

In the old generation of foreign department store brands, the Wangfujing and Hualian were not acclimatized, and Baisheng department store and thousand village department stores lost the Mai Cheng, which greatly reduced the losses in the lot. Martha's department store is a new core area of Tianhe business circle, and the flow of people is beyond doubt.

Not only this, but also the Jiang long people chose the weak area of Guang Bai and friendship, and played the tactics of the two wings. Baiyun New Town is located in Baiyun Wanda Plaza and Baiyun Wanda Plaza, which is the most important center of human settlement and Commerce in northern Guangzhou. More importantly, there is not even a decent department store in the 5 km of Baiyun Wanda Plaza. The central department store's choice of the city bridge is an unexpected strategic layout. Guangzhou's local strength is a blank place, and the local consumption power is not weak at all.

Even the new Pearl River Metro area, which is the only pride of local tyrants, is in a precarious situation. "Taiwan SOGO Department store almost entered when Gao de land investment, and finally quit." Liu Guanghao said that foreign department stores also understand that the long-term profits of Zhujiang New City are considerable. But considering the short term market return rate is not high, they choose to give up. With the value of Pearl River New City emerging, foreign brands will choose the right time to enter.

[challenge three] overweight own property to break through the bottleneck of super high rent

Zhuang Zhijian, general manager of commercial real estate in Bodo, pointed out that the advantage of local department stores lies in the stable customers formed by mature networks and regional identity, and more importantly, they have used their powerful resources to master a large number of their own commercial properties, which is the basis for the development of the department stores themselves. Typical cases such as Tianhe City and Zheng Jia do not mention it. Among the properties operated by Guang Bai department store, the proportion of its own property has reached 30%.

How important is its property? The entrance fee for Tianhe City is 300 thousand, not the average rent of 1300 yuan per square meter. Around the Tianhe City, the first floor of Guang Bai Zhongyi rents is slightly lower, about 1200 yuan / square meter, and even in the old city circle East Business District, the high-end shops in the area have reached 1000 yuan / square meter. As a commercial form of large volume, if a department store can only rely on leasing, it will erode a large number of operating profits.

In this regard, there are still shortages of foreign department stores, but they are also catching up. Apart from Tai Koo Hui, thousands of department stores "live" in Baiyun Wanda Plaza, both of which belong to different brands of the same company, and Wanda Plaza is naturally owned by thousands of department stores. Another western city is also like this. By recording the shell of the podium in Whampoa's yiccuiwan project, it's going down its own commercial "golden egg".