Nanning Department Store Upgraded And Upgraded &Nbsp; Brand "High End" Price Rises.

Recently, the news that Nanning, Guangxi will build a super large city has attracted much attention. According to the relevant planning requirements, Guangxi will build Nanning into the "best area" of Guangxi and regional international cities in 3-5 years, initially forming the Pan Beibu Gulf. Economics The important headquarters base of the cooperation area eventually formed a super large city with a population of 3 million people.

This is a rapid development for Nanning. department stores Undoubtedly, it is a great positive news, and the practice of many major department stores as early as this year has been reconsidered. However, the reporters also observed that the upgraded shopping malls did raise the fashion of the whole city of Nanning, and provided a good shopping environment for the consumers, but also caused confusion and worry from dealers and consumers. brand It is more difficult to enter the shopping mall, and ordinary citizens need to bear the embarrassing reality that they can not afford to buy the goods that sell at a high price.

　　 Question: why do merchants first increase prices and then offer discounts?

"Why are shoes so expensive this year?" "In the past five hundred or six hundred yuan a pair of short boots, all of this year more than a thousand yuan, it is too outrageous." This is the general impression of the price of shoes this year. When visiting the brand shoe counters, the reporters also found that the price of a pair of shoes should be more than four hundred or five hundred yuan, while the price of Fashionable Boots and boots is over 1000 yuan. Although prices are rising this year, they will not be so outrageous.

"In fact, the price of shoes is" improved ", because the dealer's pursuit of high profits results. An insider, who did not want to be named, said.

The industry told reporters, now the shoe brand competition is so fierce, after entering the shopping mall, all kinds of expenses are very high, and shopping malls often ask for promotional activities on some nodes. In this way, if the original pricing method is adopted, the dealer's profits will be diluted. In order to ensure high profits, and at the same time meet the demand for discount sales, dealers will raise the original price, so that even if they hit 60 percent off or 70 percent off, there is still a guarantee of profits.

"That's why when the new model comes on the market, the shoe counter will be able to offer 20 percent off or even 30 percent off discount immediately, because the price can be increased so that it can be discounted." The person said. This is why the shoe counters in every shopping mall have been able to maintain a strong popularity, because these counters have been on sale, meeting the consumer's demand for price reduction. In fact, a pair of boots with a price tag of 1980 yuan is 891 yuan after 55% off, which may be the normal price of these boots.

Reporters interviewed found that the phenomenon of "first price increase and discount" mostly occurred in large and large shopping malls in Nanning, and most of these shopping malls are upgrading.

Voice: shopping malls should be upgraded and brands will be "high-end".

The reporter observed that the upgrading of shopping environment in Nanning was not uniformly applauded, and the negative effects caused by this action have already caused the worries of dealers.

Insiders revealed that for the sake of developing and enhancing competitiveness, most shopping malls are trying to attract high-end brands to enter the market during the work of improving the quality and fashion of shopping malls. At the same time, they intentionally or unintentionally exclude the departure of small and medium-sized brands. Therefore, many brands have raised their prices in order to cater for the demand of high-end brands in the market.

"It is very difficult not to improve the quality of products, but to enter a big market." Mr. Wang said with deep sigh that he was responsible for market development in a brand clothing company in Hangzhou. This year's task is to put his brand into shopping malls all over the country. But after contacting with the shopping malls of shopping malls, he found that his brand did not meet the requirements of most shopping malls. "The price of our clothing is between two hundred or three hundred yuan and four hundred or five hundred yuan, but the head of the investment department of most shopping malls will shake their heads at the price and refuse to accept it if it is not enough." Mr. Wang said, "although some shopping centers have accepted, the location of the counter is rather small." Such a location is difficult for a new brand to quickly increase its popularity and influence.

In desperation, Mr. Wang accepted the suggestion of shopping malls to relocate his brand, including pricing, fabric and so on. "The price of light clothing has increased by more than 100 yuan per unit price." Mr. Wang said, "however, after the brand was" high-end ", we entered the mall smoothly.

In this regard, there are concerns in the industry: such a cycle, the shopping malls in Nanning will become more and more expensive, consumers want to buy affordable things will become increasingly difficult, and agents will also become increasingly difficult to sell things. By 2011, these contradictions will become even more prominent. At that time, the department store market will inevitably encounter the unfavorable situation of "new clothes are not ready to sell, and when sales are discounted." {page_break}
 

　　 Answer: businessmen sprouting from the golden business circle

Often go to Nanning east Ge road of the public will find that the original clothing business is not favored by the east Ge Road, now there are more and more businesses in the street shops open clothing stores, and originally only some sportswear and leisure clothing, now is more and more high-quality women's clothing brand stationed, let the original is also in the busy section, but the shop operation industry cluttered east Ge road has become more and more fashionable, so many of the shops that are difficult to rent out have become a hot commodity.

Ms. Liu has two women's clothing brands on her hands, and has her own brand counters in the major shopping malls. But this year, she opened a brand store on Dong Ge road and asked the reason. She told reporters that she had always opened shops in the golden circle or opened a special counter in the big shopping malls, but with the increase of the rent of the gold business circle and the increase of other management fees and labor costs, business in the gold trading area has been losing more and more profits. "In east Ge Lu a pavement, the rent is cheaper than the gold business circle and the shopping mall counters 3~4 times, and the property management fee is less, only 1/5 of which is less than, although sales here are not comparable to the gold business circle, but one piece can earn a piece of money, the profit is guaranteed. In the gold trading area, though goods are rotated, they actually can't make money. All kinds of costs are too high to dilute profits. " Ms. Liu said.

Viewpoint: shopping malls upgrading cannot be divorced from local reality.

Compared with the confusion of dealers, consumers show another concern. Miss Lu, who works in a public institution in Nanning, told reporters that before she went shopping in several shopping malls she liked, she could still find many brands with moderate price. "Now many favorite brands can't be found in shopping malls, and there are more and more high-end brands in shopping malls, and they can hardly afford to buy them." Exclaimed Wang.

There are many people who share the same feeling with Miss Wang, especially many middle-aged women. At the age of more than 40, Ms. Qin worked in a company for financial work. Her biggest sigh was that shopping malls in Nanning were scrambling to upgrade. Shopping environment was getting better and better, but things were becoming more and more expensive. Ms. Qin believes that Nanning is still a two or three tier city, but prices have surpassed those of the first tier cities. Although Nanning's economy has developed rapidly in recent years, people's income level has also improved, but it has not yet reached the standards of the first tier cities.

Brand marketing expert Xie Youqing believes that the shopping malls in Nanning are becoming more and more beautiful, which is a good thing for Nanning people. We have a good shopping environment and enjoy good consumer services. But from the perspective of the whole market development of Nanning, Xie Youqing believes that the shopping malls in Nanning can slow down the speed of upgrading. We should adjust the brand according to the local consumption level. The high-end shopping malls should have, but not many, more shopping malls should be consumers who are in the middle or slightly lower, so that they can be equal to the consumption level of the city.