General Situation Of Inner Mongolia'S Clothing Retail Market (1)

Major business circles will be shuffled again.

At present,

Many commercial forces are in Inner Mongolia, making the local business circle and enterprises shuffling faster.

Several famous shopping malls on West Zhongshan road have been largely misplaced.

Since the major adjustment of the National Mall in 2004, the branding development route has become clearer and clearer. It is located in the middle and high end, and has a more mature white-collar and working-class. The latter is more fashionable and modern, showing more obvious young, fashionable and less virtuous characteristics. After the Wangfujing department stores enter the business circle, although the positioning is still in the process of adjustment, but from the Wangfujing group's overall positioning of the department store and the current business sense of Hohhot Wangfujing, it is relatively popular than the Victoria commercial building, and is slightly more than the National Mall.

But behind this, business competition in Zhongshan West Road is also facing some difficulties.

At present, there is an imbalance in the development of Zhongshan West Road business, that is, the "disorder" of business competition.

In the past two years, due to the Zhongshan West Road business district

In this game, some enterprises launched the "full reduction war" in order to compete for the market, began vicious competition, "buy 200 to send 200" promotional activities such as frequent occurrence, some promotions and even more outrageous.

Under such fierce competition, some commercial enterprises are beginning to fail.

Some experts have analyzed that in the Zhongshan West Road business circle, 1/3's commercial enterprises are now losing money, 1/3 is flat, and 1/3 is low.

Nathan Bayar, vice-chairman and President of national group, regrets: "we have been doing business for 56 years, all kinds of formats and all business areas have been added up to 250 thousand square meters, but now some developers are starting to launch millions of square meters.

We can not understand how the department stores make profits under this business mode.

In Baotou, the new shuffle of Bao hundred business circles is also being opened.

Wangfujing department store Baotou 1, Baotou department store, Rong Zi commercial building, shopping mall, Jin Rong shopping mall, rat Street theme shopping malls are gathered here.

But there will be subtle changes in competition in the future.

In response, Wang Yiyong, deputy general manager of Baotou Wangfujing Department Store Co., Ltd., pointed out that the overall population size of Baotou supports 3 well-known department stores.

It turned out that after a package of 100, and then the two have competition, everyone's business is improving rapidly, and the third will do so after joining.

But with the continuous emergence of new projects, when fifth or sixth shops appear in Bajie business circle in the past one or two years, the profits of shopping malls will be affected.

The most direct impact is that smart managers may work hard in terms of brand, service and management, but are afraid that some market recruits will do something about price in order to compete for the market.

Once the price is written, it will stir the entire business circle to take the road of price promotion.

Even if merchants do not want to follow suit, large commodity categories will join in competition.

In this way, the performance and profitability of the entire business circle will be affected.

He regretted: "the administrative population of Baotou is about 2000000. Under such a relatively limited population size, everyone is going to this place. How big is the capacity and affordability of the business?"

Perhaps, it is not just Nathan Bayar and Wang Yiyong who are not clear about the future direction of the business circle.

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Notes:

Several shopping malls interviewed generally reflect that in the Inner Mongolia market, Beijing brand sales are relatively good.

From the men's clothing market, those who sell well in the national market have a good reputation.

For example, in the Inner Mongolia National Mall, there are Sabatini, Yi Wen, Notting Hill, YOUNGOR, Shanshan, and nine herd kings, and Notting Hill is stationed this year.

The sales of these famous brands are relatively stable. Among them, Sabatini has the best sales, annual sales volume of about 4000000 yuan, the rest of the brand is about 200~300 yuan, and the overall stability is relatively stable. The Beijing brand of women's clothing has white collar and so on, its annual sales volume is 10 million yuan.

Another phenomenon is that shoes are sold very well.

This may be a typical Inner Mongolia characteristic.

In the interview, the heads of many shopping malls and consumers all reflected that women seemed to have a soft spot for boots in Inner Mongolia.

In the streets, almost all of them wear boots.

Moreover, the sale of boots is almost seasonal. Winter's long and short money and short summer are very good.

The interview with reporters was in late summer, and the shoes of several shopping malls and shoes were also sold with boots, and a few consumers were selected.

Sales of shoe floors are also the highlights of many shopping malls.

Take Hohhot as an example, although the shoe area is only about 4000 square meters in the National Mall, the mainstream brands that sell well in the market can basically be seen here.

The contribution of shoes to shopping malls is more than 10%, and Ping pin is very high.

In Hai Liang Department store, which is still in cultivation stage, shoe category is also a highlight of sales.

When interviewed several shopping malls, reporters also noted that in some shopping malls above two floors of clothing floors, the flow of people may be relatively sparse, but the flow of shoes on the floor is bustling.

It is said that local consumers have a habit of buying shoes.

Market misunderstood by suppliers

Wang Yiyong, deputy general manager of Baotou Wangfujing Department Store Co., Ltd.

In contact with a number of suppliers, some businesses in Inner Mongolia have found that they do not know much about the Inner Mongolia market.

Take the Baotou market as an example, some brands may enter the more famous shopping malls in Hohhot, but the management effect is not ideal. They think the whole Inner Mongolia market is not good, but what is wrong is not clear.

I went to Shenzhen and Guangzhou's clothing companies to negotiate business. I encountered such a thing: the heads of some enterprises asked me, "how do you go to work there? How long does it take? How does Baotou look? In my impression, there is a wall around a city."

These questions make me laugh and cry. I can only tell the other person: "you have time to go and have a look."

When these people really came to Baotou, they were surprised by the development of Baotou's cities and the level and level of the local famous department stores.

Wangfujing department store in Baotou once held talks with a Korea Companies.

The person in charge of the company asked, "where is Baotou? Where is Inner Mongolia?" and then asked the Secretary to come up with a map of China to understand Inner Mongolia's geographical location.

There are many reasons for this confusion, and many efforts are needed in the future.

On the one hand, local department stores in Inner Mongolia need to actively communicate with suppliers.

Second, the department stores in Inner Mongolia market are not very confident about their business environment and business brand, but in fact, this may not be the case.

Take Baotou's Wangfujing as an example. At the end of June this year, Zoya entered the store and completed a business month in July. Its sales ranked first among authorized agents nationwide.

On the third hand, it is also important for the government to push hands.

Compared with other developed cities, their promotion to Inner Mongolia is still insufficient.

In addition, in terms of business itself, the operation, service and management level and business philosophy of Inner Mongolia shopping malls must be improved.

In a shopping mall brand store in Hohhot, it is also possible to see goods stacked on paper boxes beside the displayed clothing. Such a scene is absolutely not allowed in cities like Beijing and Shanghai.

In addition, there are such phenomena as guide buyers in several cities including Hohhot, Baotou and Ordos. When consumers have started selecting goods, shopping guides still sit together to chat, so that customers can choose to look at them first.

As for working chatting, eating melon seeds and so on, that is often the case.

However, these may be tolerable compared with the rapidly growing consumption power.

Moreover, the place to be promoted may well prove from another aspect that the market here still has the value of entry, which is precisely the new "depression" of investment.

Moreover, the market always proves that when a market is mature enough to enter, it is usually too late.