The Three Shopping Malls Introduce More Than 200 Brands &Nbsp; Quzhou Department Stores Have A Brand War.

Last Saturday, in the booming sound of Gong and drum, the scenery of Quzhou, Zhejiang.

Market exploration

In 2010, the three major shopping malls in qucheng city (Dongfang, Zhong Bai and Jing Wen) each introduced more than 200 different brands, and this data also drove the sales data of various shopping malls. It is understood that the sales performance of the three major department stores last year increased significantly.

Facts have proved that the key to the survival and success of department stores in local market competition is to make their own characteristics.

Insiders say that the result of "differentiated management" is that the future of Quzhou's department stores will usher in a spring of flowers.

Competitive charm of different brands

The level and number of brands owned by the mall is very important in competition.

In 2010, when the three major shopping malls in qucheng city introduced brands, they paid more attention to the adjustment and improvement of brand structure than ever before. On the one hand, they made up for the shortage of commodities, increased the intensity of importing commodities, and on the other hand, highlighted their advantages and upgraded their brand.

Since last year, as the highest brand in the city, the eastern commercial building has been adjusted to a higher level.

So far, Swiss brands such as Longines, Spanish menswear brand, American Cowboy brand and Hongkong little Suzhou brand have been put into place. The next step is to introduce more top brands and further enrich the number of first-line brands.

The high-end brand entered Quzhou through the east commercial building. It not only created a precedent for the introduction of international brands in qucheng shopping malls, but also broke the embarrassment of the past qucheng business district without high-end department stores and international brands.

In 100 commercial buildings, Shiseido, Staccato, Tony Will, Hao Shi Mai, light speed, Puma and other cosmetics, footwear, men's wear, leisure and sports brands have been increased. Based on the improvement of brand categories, the brand structure of men's wear, footwear and casual wear has been improved. After all, the shoe hall has become the largest brand footwear market in Quzhou.

In the three years of its entry into the city, Jinwen department store has been exploring, from stable period to development stage, "this year, we introduced 116 brands, renovated 48 specialized offices, and introduced different categories of products and brands on the basis of ensuring the iconic brands."

Nowadays, with nearly 30 special hall and more than 40 children's brands, Jing Wen has made the children's district proud of Quzhou's shopping malls. At the same time, it has attracted a large number of family consumption power by the unique integrated management mode of high-end home furnishings, home textiles and bookstores.

Dongfang, Zhong Bai, Jing Wen and Qu Cheng three major shopping malls cover a large proportion of consumers in Quzhou. Their brand upgrading has also promoted the upgrading of the consumption level of qucheng.

Brand needs to be changed to become bigger and stronger Quzhou department store.

What makes shopping malls so keen on brand adjustment? In the era of brand guided consumption, department stores have more and more dependence on brands.

Businesses make all the best to introduce famous brands, and the brand is also choosing the most suitable landing site.

Pan Lianchi, chairman of Dongfang commercial building, said that Quzhou wants to become the main position of the "four provinces' marginal business logistics center" to enhance its competitiveness.

"As a business card of a city, department stores should have content and connotation."

The eastern shopping malls have expanded shopping malls, improved services, and optimized brands.

Dongfang commercial building will do its own brand, introduce more brands, and strive to build the four provinces' marginal business center.

Zheng Fang, general manager of the 100 commercial building, told reporters that in fact, it was the large-scale "brand management" strategy that led to the fierce market competition of qucheng shopping malls, which was far away from the vicious price war.

Through the brand adjustment, the dislocation management among the shopping malls can be realized, such as a gear like each other, leaving gaps and interlocking, which not only elevate the total market volume, but also meet the needs of different consumers.

"Imported brands will be eliminated if they are not recognized or are not suited to development."

Zhang Jing, deputy general manager of Jing Wen department store, told reporters that the mall will adjust the brand every year, and eliminated many brands that did not meet the market demand in 2010, and 116 new brands that conformed to the consumption habits of people in qucheng city.

Making big cakes and injecting new vitality into qucheng development

After a new round of brand introduction and adjustment, the brand advantage of qucheng shopping malls is becoming more and more prominent. In the past, a number of consumers who lost their big cities in the outside world are now being pulled back to the mall because of the attractiveness of their brands.

"I plan to buy myself a better skin care product for the new year."

New year's day just passed, bank staff Xiao Ye designed a new year's shopping list for himself.

In Quzhou, there are many high consumption groups such as leaflets. It is not uncommon to save a few months' wages for buying a set of cosmetics.

Mr. Zhou, a member of a foreign trade company, is a middle-class consumer with a high degree of taste and a very fashionable dress. He did not like to go shopping in the past because he felt that the menswear of the mall was "expensive, earth, and not fashionable", but this year, hundreds of new men's leisure brands in the hundred commercial buildings made him feel like a bird.

According to Zheng Fang, the introduction of fashion shoes and men's leisure brands is more in line with the positioning of white-collar workers.

"During the activity period, sales increased by 50%, and the contribution of the new brand was overwhelming."

Data show that, "eleven" golden week seven days, Longines sales data 280 thousand yuan, Lancome 150 thousand yuan, Diesel 60 thousand yuan, Didier Boer 160 thousand yuan, this series of numbers is enough to express Quzhou consumers to the east commercial building's affirmation and favor.

"Over the past few years, the high-end consumer market has been showing an increasing trend, while the high-end consumption in this city has increased significantly, and it has also brought consumers in Yushan, Shangrao and other surrounding areas.

The tax revenue of our shopping center increased by 58% in 2009 and 71% in 2010, 32 million 950 thousand yuan.

This has a lot to do with brand introduction. "

Pan Lianchi said.

Insiders say that having their own characteristics and selling their own points is a shortcut for businesses to succeed.

The department stores of qucheng city have explored their own characteristics for years.

As Jing Wen department stores are biased towards mass consumption, China bazaar has started to take the white collar and salaried class consumes dominated by cosmetics and shoe areas, while the eastern commercial buildings focus on high-end consumer groups. Next, Watsons and bread new words will soon join the Oriental layout.

"Our three major department stores have their own customers. As long as we do our clients well, the future" Quzhou fashion "cake will grow bigger and bigger.

Zheng Fang said.

Market evaluation

The biggest competitor is himself.

2010 is a year of surprise for Quzhou consumers.

To sum up, in this year, the three major shopping malls in qucheng have shown great changes. First, the number of brands has increased significantly, and more than 200 brands have been added to the three shopping malls, and consumers have chosen more.

Second, with the increase of international brands, the entry of brands such as Estee Lauder and Longines has really attracted the attention of a large number of middle and high-end consumers in Quzhou. How about buying international brands or going to other countries to buy them? Now, there are counters in Quzhou, which are very convenient to buy goods! Third, merchandise discounts are more affordable.

Before, many people complained that the discount rate of Quzhou shopping mall was not as big as that of Shanghai and Hangzhou. One year, it was rare to have "51", "eleven", spring festival activities, or "how much to buy." now, the consumers are sure to find that there are many promotional activities in Quzhen shopping malls in 2010. Especially in December, sales promotion activities have hardly ceased, and most importantly, the discount is no longer limited to "how much to buy". More often than not, "70 percent off" and "60 percent off" are the most popular low price discounts.

For shopping malls, 2010 is a leap year.

The competition among shopping malls is still fierce, but every shopping mall no longer keeps its eyes on its competitors. What brand do you introduce, I also introduce it, and you launch promotional activities.

In 2010, shopping malls no longer pay special attention to what others are doing, but concentrate on making their own adjustments and building new products from their own advantages. For example, the East's "middle and high end" business ideas are clearly presented. The focus is on the middle end consumption, while the key is to create their own unique children's district and bookstore. Hundreds of people work hard from the category to make a few categories bigger and better. The biggest shoe area in Quzhou is 100% of the effort.

In business competition, we should pay attention to the dynamics of our competitors, but also put some of our eyes on ourselves.

Who is the biggest competitor? No one else is himself.

Challenge yourself and surpass yourself to achieve long-term development.

In 2010, the three major shopping malls could benefit from the adjustment of this mentality.