The Location Of Baleno And Brand "ZARA"

Mention Casual wear Young people, especially the post-80s generation, will think of it first. Baleno Metersbonwe, Gioradano and other traditions that accompany them to grow up. To date, these traditional brands are still playing the leading role of many second tier city casual wear market leaders. With the accelerated pace with the international market, the fast fashion brands such as ZARA and H&M that have entered the Chinese market in the past two years have developed rapidly and become the new popular "fan children" in the first tier cities.

Baleno, Gioradano and other traditional brands have been firmly occupied by stable market share with the positioning gap, price advantage and good reputation established over the years. ZARA, H&M and other brands are popular in the mainland with the concept of fast fashion dress and the advanced design style. The brand of the two types of audience, the strategy of opening the shop and the way of thinking of the whole management share the half of the current casual wear. People's impression of traditional leisure wear licensing stores such as Baleno will appear in different parts of the city in different forms such as street shops, counters and underground shops, but this situation may gradually change. Baleno, Metersbonwe and other representative brands are increasingly appealing to expand the audience and get rid of the "mass brand" image.

Baleno has more than 30 brands, many of which are high-end brands such as Baleno UBRAN, Ebase, etc. Metersbonwe high profile launched high terminal brand Me&City, and built or transformed a number of sub flagship stores in one breath; Gioradano directly raised the brand positioning to urban white-collar and social elite. Although the popular marketing mode of clapping and selling in the short term and the clamour of stores will still be the pronoun of traditional brands, but with the evolution of urban business and upgrading of infrastructure. Traditional brands are experiencing the top tier businesses in the first tier cities. site selection and Brand strategy Double transformation.

As the biggest operating cost comes from rent, Ping efficiency is the core of traditional brand store operation. Ping efficiency is a common term derived from the commercial sector in Taiwan. It refers to the volume of output per flat area (1 =3.3 square meters). The industry usually refers to the annual turnover of business output per square meter. In the commercial location of high-density pedestrian flow, maximizing turnover is the most effective way to ensure Gaoping's effectiveness by using the smallest store area. Therefore, the street store form has become the top choice of traditional brands in the top tier cities of the first tier cities.

Take the famous Xidan Business District of Beijing as an example, Xidan in 90s showed a "small, multi, dense" business characteristics, and the main roads and East and West shops are very lively. Xidan North Street West has become a large number of traditional casual wear brand Street shop. Under the impetus of Baleno, JeanWest, Metersbonwe and other major brands, XXEZZ (Athers), Robinhood, Gioradano, S&K (Baleno sub brand), Bossini and so on a large number of brands of 100 square meters street shops lined up. Although the rent is more than 100 yuan / square meter / day, but because of the dense flow of people in Xidan, most street shops can still use their limited area to create annual turnover of around 10 million yuan, and the bustling scene in the store is the true embodiment of the Gaoping effect of the street store.

With the upgrading of urban commercial facilities, the street shops in Xidan gradually declined and disappeared from the early stage of their popularity. They eventually withdrew from the main street of Xidan North Street and replaced by a large number of newly built, upgraded version of the zero sale property project, including Zhongyou, Capital Times Square (MEEI Department store) and Jun Tai Department store. {page_break}

In the process of self-improvement in the first tier cities, the traditional brands are faced with the choice of leaving the top business circle or moving to commercial projects. The expansion of audience groups and the pursuit of the image of "mass brand" decide that traditional brands only choose the latter. For the traditional brands that street stores are familiar with, the shopping centres of the top tier cities in the first tier cities are particularly unfamiliar.

As mentioned above, Ping efficiency is the core of traditional brand store operation. The transformation from "street to building" brings about the reduction of the total number of people and the uncertainty of the flow of people. It is difficult to guarantee the efficiency of the flat, and the traditional brand can hardly bear the rent of the gold position in the shopping center. This is obviously contrary to the management idea of "location decides everything".

Once in the era of street shop Baleno, Gioradano and so on, after entering the two floors of the underground city of Xidan, which is located close to the brand object, the Ping efficiency quickly dropped to the 1/4 of the street store era. At the same time, the rental level dropped to about 1/5 of the street store because of poor location efficiency. Under the low rent level, enlarging the management area and highlighting the brand characteristics will be a better choice for the first tier cities and the second tier cities. From the fiery gold location Street store to the warm and dry shopping center edge location store, and from the important profit point to the profit and loss balance brand display window, this is the traditional transformation of the traditional casual wear brand in the first tier city's top business district location and brand strategy.

Let's look at it again. ZARA Another brand headed by. Within 2 years of entering China, ZARA has quickly become one of the backbone of casual wear. Its concept of "fast fashion clothing" is likely to become the trend of the future garment market. Because of the high level of positioning, the choice strategy of "little and fine" and "gold position" is more suitable for ZARA, and the top business circle and the high popularity shopping center naturally become the first choice of ZARA.

Unlike traditional casual clothing brands, ZARA has a relatively strong position in the game with shopping centers, with the ability of attracting people, improving image and improving the volume of business turnover. The shopping center is willing to provide gold location for the project, and adopts the settlement method which is higher than the bottom rent and the business water point. (as the total amount of the water points is usually much higher than the bottom rent amount, the actual settlement uses the method of deduction).