NOVO Trend Department Store Will Be Closed To &Nbsp. Is The First City The Landmark Of Chengdu?

Next April, NOVO will re appear in flagship store in the Mixc, Chengdu.

NOVO originally hoped to expand the sales area in the first city, but some of the properties were sold five years ago and could only choose to leave.

Analysis of the industry, after the withdrawal of NOVO, some independent merchants brand Or will be settled in

To the first city NOVO department store tide card, has become Chengdu. Trend Young people must be chosen for shopping. However, five years ago, many fashion brands were introduced to Hongkong NOVO department store in Chengdu. Because of the expiry of their contracts and their demand for expansion, they abandoned the "first city" at the gold port of Chunxi Road Xiao Ke Jia in April 30th.

However, NOVO said he would not give up Chengdu. market In April next year, the flagship store in the Mixc, Chengdu will reappear in a larger area, more brands and more high-end positioning.

　 Location: once the landmark of Chengdu.

NOVO comes from Hongkong, owns the management rights of famous brands such as EVISU and BILLABONG, and has imported a large number of high-end high-end brands from abroad through fashion buyers. It has been popular among young people aged 25 to 30. 5 years ago, after successfully entering Shanghai and Shenzhen, NOVO aimed at the Chengdu market, and hit the first city with the same young and fashionable trend.

The cooperation between NOVO and the first city led to the boom of "tide worship" in Southwest China. The influx of young people in Chengdu, Chongqing and even Kunming has brought about the cold area of Chunxi Road's small Ke Jia lane, which has brought different fashion atmosphere to the Chunxi Road business circle, which is similar to the traditional shopping mall, and has become a new landmark of Chengdu fashion.

It occupies nearly 1/4 of the first city commercial body. NOVO, which occupies its one or two tier gold port, has become the most representative brand in the first city because of its unique style and its own brand building. Some consumers even said, "I always thought NOVO was the first city, and the first city was NOVO."

　　 Reason: expansion plan failed in the first city

The first city and NOVO have experienced 5 years' honeymoon period. From the growth period of the project, the profit growth of NOVO is the highest 200% and the profit growth of the highest 80% in the first city, to the steady growth of NOVO at the maturity stage of the project and above 20% in the first city, both sides are making full profits.

However, reporters learned yesterday from the two sides' heads that the five year contract between the first city and NOVO was 30 full in April, and there was no intention of renewal. The withdrawal of NOVO from the first city is a foregone conclusion.

Why did NOVO break up with the first city? The official responsible for the first city said that only because the contract expired, shopping malls and businesses had different considerations. The withdrawal of NOVO was normal.

However, the reporter learned from the responsible person of NOVO that the evacuation of NOVO was due to greater space for development. Originally, it wanted to expand the sales area in the first city. However, due to the incomplete project of the first city, some properties on the first and two floors had been sold five years ago, and the NOVO expansion would be disappointed.

　　 Future: NOVO will move to the Mixc

"NOVO really want to go? I'm going to sweep the goods again." "A lot of tide cards can't be bought in Chengdu." In the NOVO store, many informed consumers expressed regret for the withdrawal of NOVO.

The first city official said, as the gold port of Chun Xi business circle, the withdrawal of NOVO will not bring too much impact. Many projects are looking for cooperation opportunities. As for whether the vacancy of NOVO is overall investment or dismantled, it should be considered from the overall planning of the first city.

NOVO officials also said that evacuation does not mean giving up Chun Xi port. NOVO will be stationed in Chengdu next April when the Mixc store opens in the East. In addition, two stores will continue to open in the south of Chunxi Road and Chengdu. "The area of the Mixc flagship store will be 5 times that of now. It is estimated that the number of brands will also increase from 40 to 80."

Insiders analysis that the withdrawal of NOVO is likely to be related to the sale of some properties on the first floor and the two floor of the first city. Because of the sale of some properties, some independent investment brands will be settled, which may lead to the confusion of brand in the first city, and the orientation of young trends can not be thoroughly implemented.