Guangzhou Department Stores Surged Third Waves Of "Spin Off" Campaign

Guangzhou friendship "gentlemen's Pavilion"

After BELLE split footwear products from department stores and opened its "sidewalk", in August 14th, a company built a new image of denim casual wear.

Professional stores are booming.

"This is the result of market segmentation to a certain extent," said Luo Zhijie, Secretary General of Guangzhou business association.

Guangzhou

According to a reporter's survey, a department store with an area of 10 thousand -2 square meters, including men's wear, women's wear, cosmetics, footwear and so on, usually has more than 10 categories of commodities, which involve about 100-200 brand tenants, and their consumption audiences basically cover one size.

And BELLE's "sidewalk" has 7000 square meters, category only shoes.

NOVO has 1600 square meters. According to Sun Mo, marketing director of the company, there are 25 brands in Guangzhou NOVO store, but only three lines including casual jeans, Japanese and Korean women's shoes and casual wear, and consumers are also locked in young audiences.

"When I visited the United States, I saw many similar shops. Strictly speaking, it should be called"

The third wave of department stores

"The most core and most developed and traditional business of China's retail industry is department stores."

Huang Wenjie, chairman of Guangzhou Chu Rui Commercial Co., Ltd., said, but so far, there are two trends in China's department store industry: first, to "big" development, and department stores are becoming more and more "shopping centers". For example, the area of Guangzhou 100 Tianhe Zhongyi store and Guangzhou new City store are expanding constantly, and their functions are continuously enriched; two, the development of "small" is becoming smaller and more sophisticated.

According to a reporter's survey, since the explosion of retail outlets in Guangzhou in 1996 and the fragmentation of retail formats, department stores began to split up from the end of the last century in 90s.

The first wave of breakup appeared in the late 90s, and supermarkets, appliances, furniture and so on became the first form of divestiture.

Subsequently, the professional home appliances represented by Gome and Suning began to mature gradually.

The second wave division of department stores is a sports brand, starting from 2003-2005 years.

It is reported that in 2005, Tianhe City department store organized Tianhe Sports battalion to separate sports brand goods from a specialized store.

Meanwhile, BELLE's thin sports city began to expand in Guangdong.

At present, Sheng Dao, which has entered many shopping centers such as Plaza, is invested and established by HK.0551, the world's largest footwear group, Taiwan Baocheng International Group, which invested in Hongkong.

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"The quicker commodity category first stripped department stores, but by 2008, wearing goods began to usher in the third wave of spin offs."

Huang Wenjie said.

Reporter survey found that in this wave of breakup, in addition to shoes, clothing for men and women, casual wear and other wearable products, toys, such as toys and toys, represented by toys, such as toys and toys, the children's clothing represented by Disney, the health and beauty categories represented by Watsons and Wanning, and cosmetic products represented by Sasa, thousand color shops, and silk spears, and even some high-end jewelry and so on have also become the object of splitting.

Fashion boutique entry

Cost changing channel

"Ordinary brands enter the market mostly in exclusive stores or in the form of counters in large department stores, but these traditional models have their own shortcomings, such as the high cost of operation and the difficulty of management, and a special counter will bring a large amount of rent and advertising costs."

Lu Jianbao, a senior lecturer in management and retail at Zhongshan University, says professional shops like "sidewalks" and "NOVO" will save a lot of cost of rent, advertising, management and other costs.

There is no doubt that the rising cost of retail channels is becoming a driving force for brand enterprises and distributors to promote channel reform.

An industry insider who has long been concerned about this field told reporters that after China's department stores switched to the "joint point deduction" mode, the role of the so-called department store in China is more like the landlord, so that the rent and business share can be divided into an operation mode. The lowest proportion of the discount points has reached 20%-30%. In addition, according to the different brands and different regions, the market rate of the shopping malls is different.

"Brand enterprises and agents enter the department store to sell goods, and the profits are usually less than 1/3.". And because department stores take a unified account on behalf of them, the settlement and payment will take a certain time, which will cause a certain amount of receivables and occupy the funds of brand enterprises and agents, resulting in an increase in costs.

A lot of inconvenience and disadvantageous factors in department stores have prompted some brand enterprises and agents holding resources to start changing channels.

According to NOVO marketing director Sun Mo, the company's behind the scenes boss is the boss of Hongkong. Before creating NOVO, the company also acts as an agent of REPLAY and other trend brands, which has the strongest brand resources in cowboy products.

Besides the four major brands of BELLE, Teenmix, she and Staccato, the sidewalk also has 19 proprietary and agent brands.

The behind the scenes investor of SIFE is the famous Louis Weedon group, whose brand and agent brand is even more impressive.

These have become the chips for these brand enterprises and agents.

"This format is also the best selling channel for some newly launched new brands to enhance their brand benefits."

Lu Jianbao said.

It is reported that in order to maximize their own interests, department stores usually take the last knock-out system, and the bottom brand will be eliminated. New brands have no chance to cross the mature area.

According to incomplete statistics, in recent years, the ratio of brand new products sold by shopping centers to the 70%. market has been broadened, which will enable brand enterprises and agents to control the terminal and cash flow directly.

At the same time, create space for cultivating new brands.

Because many brands and large scale rental shops can win more bargaining chips with owners, and the symbiosis between different brands, whether in marketing or subsequent profits, can produce marginal benefits of pulling each other, thereby shortening the incubation time of new brands.

Professional stores also have weaknesses.

However, the segmentation of China's retail market is still at a stage of development and can not be achieved overnight.

In the development of professional stores, we should also pay attention to the difference between location and other single product stores, the size of the stores, and the difference between the product lines of other specialty stores.

This is a topic that needs to be studied. "

People in the industry say that small stores will become a replica of large stores, with repeated resources and lack of competitiveness.

Before that, the monsoon and the lily department store in the good Plaza also failed.

"The competitiveness of this professional shop format needs to be further explored."

Huang Wenjie said that in order not to copy the replicas, this theme store needs to have its own products, such as buying a product by buying a buyer, or customizing some free and exclusive products to form differential competition.

However, Huang Wenjie believes that the network resources of retail channels need to be further developed, and the design team of brand enterprises should be further mature. The upstream supply chain still needs to be compressed. On the basis of this, the professional shop formats currently divestiture from department stores can not be formed into a production system similar to ZARA and H&M, which is the dominant link in the following circulation links. "In the future, professional shops in Guangzhou will gradually develop into the intermediate state of general merchandise and fast fashion."

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Three waves of "splitting up" in retail business

The first wave:

1996- at the end of the last century 90s

Supermarkets, appliances, furniture and so on became the first group to be stripped out of general merchandise.

Subsequently, the professional home appliances represented by Gome and Suning began to mature gradually.

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The second wave:

2003-2005 years

In 2005, Tianhe City department store organized Tianhe Sports battalion to separate sports brand goods from a specialized store.

Meanwhile, BELLE's thin sports city began to expand in Guangdong.

The third wave:

2008 to date

In addition to shoes, clothing for men and women, casual wear and other wearable products, toys represented by toys and toys, such as toys, such as toys and toys, represented by Disney as children's clothing, with Watsons and Wanning as the representative of health and beauty, as well as the cosmetics category represented by Sasa, thousand color shops, and silk, and even some high-end jewelry and so on have also become the object of the spin off.

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Department store

Why is it necessary to innovate channels?

1. brand enterprises and agents sell goods in department stores, and their profits are usually less than 1/3.

2. as department stores take charge of unified cash collection, their settlement and payment will take a certain amount of time, and will cause a certain amount of receivables, which will occupy the capital of brand enterprises and agents, resulting in an increase in costs.

3. department stores usually take the last knock-out system, and the bottom brand will be eliminated. New brands have no chance to cross the mature area.