"Shop Store" NOVO Opened Its First Independent Department Store In Beijing.

The concept of "self", "buyer" and "differentiation" put forward by local department stores in the past two years is first practiced by Beijing counterparts in the Beijing market.

Yesterday, Hongkong NOVO, a young niche customer group, opened its first independent department store in Beijing.

NOVO has abandoned the "store in store" mode that has always been good at it, and has become an experimental field for department stores with a relatively high proportion of self-employed brand, buying system and differentiated brand.

"Shop in store" to independent department stores

In Chaoyang Joy City, Zhongyou department store and other shopping malls.

"The return period of Beijing stores may be very long, and is still in the stage of learning and fumbling."

NOVO Department admitted that it was a challenge for NOVO to jump out of the "store in store" mode and operate the Department Store independently.

Statistics show that NOVO group is a subsidiary of Hongkong clothing brand TOPPY, its brand includes EPISODE, JESSICA, OXYGEN and so on.

At the same time, NOVO group also owns the management rights of famous brands such as EVISU and BILLABONG.

Simulating self operation to achieve brand differentiation

Due to the prevailing mode of joint point deduction, the whole department store industry in Beijing has been enveloped in a homogenized atmosphere for a long time.

This situation causes the price war to become more and more intense, and the profit space of enterprises is further compressed.

The appeal of the industry to go back to its own camp is endless. But up to now, there is no significant step in the domestic business.

Reporters noted that although the majority of merchants still cooperate with shopping malls in the NOVO department store, the 10% brands of the mall are subordinate to the parent company NOVO group.

In view of the current department store industry in China, because of the trend of clothing, footwear and other commodities, it is easy to control and buy goods for sale, so there is almost no department store in this category.

As a matter of fact, many brands of NOVO department store have obvious marks.

According to a high-level introduction of NOVO department store in Beijing, in order to highlight the difference, "NOVO PLUS" many commodities are NOVO group using "buyer" buyout style, only in NOVO shop sales.

Serve as an experimental field for Industry

NOVO department stores are the three main categories of commodities, targeting 20-35 year old "minority" customers, and introducing dozens of brands into Beijing through the operation mode of disguised self purchase and buyer's system.

In fact, in recent years, in order to find new profit growth points, large commercial enterprises such as Wangfujing and new world have begun to make articles on market segmentation.

However, last year's Wangfujing "HQ" Shang Ke department store and the new world women's department store did not achieve clear and precise positioning.

According to the insiders, the success or failure of NOVO department's future operation is difficult to predict, but it is likely to become the touchstone of the department store that is willing to pform itself into a self operated department store.

If the business model is proven to be a firm foothold in the market, it may prompt Beijing business to turn a new leaf.

Wang Chengrong, Dean of Beijing Institute of Finance and trade, believes that the constant addition of similar shopping malls and brands is not a sign of commercial prosperity.

In the process of building an international business center, Beijing needs rich and colorful shops, brands and formats to diversify the business ecosystem of the Beijing market.