Clothing Brand: The Future Consumer Initiative Of Shopping Centers

China took only five years to make the international ranking of the retail brand of shopping center seventh, eighth.

74% of Beijing and Shanghai shopping centers are international brands.

This shows two problems: from a good point of view, the internationalization of shopping centers is very high, which brings a lot of high quality and fresh things to Chinese consumers.

Shopping centers need clothing brands, clothing brands also need shopping centers, the two sides are pursuing the same goal, the shopping center itself has good image, good performance, and the shopping center to achieve mutual benefit and win-win situation, which is the common trend of China's shopping center industry and clothing industry.

According to the data from the shopping centre, clothing brands will become a general trend in the shopping center. By the end of 2010, there are more than 3000 shopping centers in the country. Compared with the number of shopping centers in developed countries, 300 million people in the United States have 35 thousand shopping centers, 33 million people in Canada have 4000 shopping centers, 25 million people in Australia have 1400 shopping centers, 1 billion 300 million people in Australia and now 3000 shopping centers, and are expected to open at least 10 thousand shopping centers in the next ten years to meet market demand, and the economy of high speed developing per capita GDP and double digit growth in China.

At present, the homogenization of shopping centers is obvious to all. It is limited to the emergence of several international brands. It is difficult for shopping centers to make their own characteristics. Some shopping centers have encountered investment difficulties. Some shopping centers even put forward slogans, "Europe and America first, Asia Pacific second, and local people do not talk". This practice of discriminating against local brands is not in line with national development strategy.

We envisage that if 80% of the retail sales are all held in the hands of international brands, we will not benefit from the Chinese themselves.

In this regard, Zheng Yi, deputy general manager of the commercial real estate department of Huarun Real Estate Co., Ltd. said that clothing brands are a trend in the shopping center. The current clothing brands still want to set up shop in the shopping center.

There are several reasons: first, the size of the shopping center store is larger than that of the department store; second, the clothing brand can be free to play, has its own independent image, exerts its own expertise, and by comparison, it has more limitations in department stores.

Shopping centers need clothing brands, clothing brands also need shopping centers, the two sides are pursuing the same goal, the shopping center itself has good image, good performance, and the shopping center to achieve mutual benefit and win-win situation, which is the common trend of China's shopping center industry and clothing industry.

In just five years, the internationalization degree of retail brand in China has been seventh and eighth in the international market. 74% of the brands in Beijing and Shanghai shopping centers are international brands.

This shows two problems: from a good point of view, the internationalization of shopping centers is very high, which brings a lot of fresh things to China. But on the other hand, China's shopping centers lack their retail brands.

Local brands will also encounter setbacks and obstacles in entering shopping centers. It is imperative to find new channels to expand.

Shi Sheng Fa, deputy general manager of Shenzhen Ping'an commercial real estate investment Co., Ltd. believes that domestic brands are entering the shopping mall.

He said that if shopping centers only rely on international brand resources, they can not meet the needs. Apart from the positioning of the shopping center itself, high homogeneity and limited brand resources, besides the healthy and orderly development of the shopping center, many domestic garment brands need to support the development of the shopping center industry in the future.

Fashion brands focus on new retail channels

Many brands believe that shopping centers have greater autonomy in the original department store formats and in integrating resources, including hardware with better hardware and conditions than the traditional traditional department stores. At the same time, shopping centers have more autonomy over the traditional commercial formats than traditional ones.

With the diversification and rapid development of China's circulation channels, apparel brands are increasingly concerned about channel investment and clothing brands.

Wu Suiping, chairman of Shenzhen Ma Tian slave clothing Monopoly chain company limited, pointed out that the clothing brand must be a cultural thing, that is, brand building.

Brand marketing is about display, service and expert services. Now the market has arrived in the era of intense competition. No one will get rid of it, including department stores and backward shopping centers, because China's development is too fast.

As a clothing brand, Ma wants to form a dialogue mechanism with excellent shopping center developers, because it is difficult to see the boss of the developers. Has the clothing industry been taken seriously? No matter how well the commercial real estate development is done, it needs a platform to achieve cooperation.

Therefore, the relationship between the clothing brand and the shopping center has been built to a high level so as to achieve win-win cooperation.

In this regard, general manager Zhou Sheng, general manager of CACHWAY fashion group, also said that he did not pay attention to the channel. He began to pay attention to the channel changes this year. He joined the China clothing forum at the beginning of the year, including the China department store forum.

He believes that the shopping center as a new business format has several advantages: first, there is greater autonomy in the original department store format and in the integration of resources, including better hardware and conditions in terms of hardware than the traditional traditional department stores; second, there is more autonomy in terms of lifestyle business than other department stores.

Zhou Sheng also hopes to further communicate with the practitioners of the new format, and improve the business environment and hardware constantly. Has the business content improved? In fact, making the brand is the content of production, which is the hardware that needs to be installed. The brand also needs to have its own positioning, hoping that the brand positioning can match with the developers. In fact, many developers are real estate developers. How can they maintain long-term cooperation with the holding property? He thinks that this may need to see each other further, cultivate a market, cultivate an environment, and cultivate a consumer group, which is more important than business.

How can shopping centers meet the needs of brand dealers?

Shopping centers have many reception points. Therefore, shopping centers can not be selected simply by selecting 100 stores. There are various kinds of receiving points in shopping centers. First, the shopping center should take a look at the shopping center's commodity plan and the concept of sustainable operation in the future.

As a shopping center, how to meet the needs of local clothing brands according to their positioning will be one of the keys to win the win-win cooperation between the shopping center industry and the brand in the future.

Wu Zhengmei, general manager of Nanjing Rainbow City, believes that there is a great market space for international brands and local brands. As shopping centres, the scope of choice is bigger and bigger. They do not want the shopping center to be homogenous. They hope to have their own characteristics and highlights, and hope that there will be more choices.

For local brands, shopping centers are not exclusive, but there are certain requirements for the brand's overall decoration style and image, product research and development capabilities in the shopping center, hoping to continue to serve his customers.

In fact, the biggest difference between shopping centers and department stores is that the former has high requirements for shop decoration. Of course, the shopping center will maintain the image of the store brand, but the design of its shop front face cannot be considered in a single way, and it should be kept in harmony with the overall environment.

As a local clothing brand, most stores entered stores in the past. Wu Zhengmei felt that there was a difference between choosing department stores and shopping centers. The department store was a place where goods were sold, and customers came to buy things, and the way of receiving customers was merchandise.

Shopping centers are different. Shopping centers have many receiving points. Therefore, shopping centers can not be selected solely by the choice of 100 stores. The first thing to look at in shopping centers is the shopping center's commodity plan and the concept of sustainable operation in the future.

She mentioned that there are several aspects of the operation value of shopping centers: one is the way of receiving and receiving ability of shopping centers.

The two is its scale and so on; the three is the ability of the brand business; and the four is the continuous operation ability of the shopping center, including the operation management plan.

Admittedly, clothing brands need shopping centres to grow space, and shopping centres also want brands to have continuous profitability.

Ronwenke, deputy general manager of the Phoenix home Plaza Management Center of Huarun real estate (Beijing) Limited by Share Ltd, is deeply aware of this. He believes that any new shopping center is planning and positioning before its opening or opening up. The head of the investment business is thinking about how to attract consumers. He is worried that there is no passenger flow. This is the most critical problem. If there is no passenger flow, the business of all brand stores will be affected.

So shopping centers put a lot of energy and money into making movie theaters, building supermarkets, children's parks and rink. The purpose of this format is to attract people in, not for high rent, and real estate development is not the source of ultimate return.

After attracting customers, a large number of brands, including clothing, electrical appliances, accessories and cosmetics, are designed to make these customers wear the retail brand led by clothing, and clothing sales can really succeed in shopping centers.

At this point, Longwen Kay Jue thinks that the interests of shopping centers are exactly the same as those of clothing brands.

Shopping centers spend a lot of space on entertainment functions, and the rest is not enough.

The choice is not to see which brand is the first line, which brand is international, and more importantly, which brand is in line with the location of the shopping center, which brand is liked by the shopping center attracting customers.

Some shopping centers choose WAL-MART, and WAL-MART attracts wage earners. The brands they want are not luxury brands, so if they choose WAL-MART shopping centers, there will not be any big brands.

Huarun's project in Sanyuanqiao, Beijing, is about 200000 square meters and belongs to Yansha commercial area.

The positioning of the project in the Mixc is different. It belongs to the middle and high-end urban white-collar and working-class, so the positioning of clothing is mainly based on the fashion trend.

Therefore, shopping centers and brands must achieve "four win": consumers first win, positioning must be in line with consumers, not in low-grade consumer areas to make high-end products, low-grade products in high-grade areas, to meet the needs of consumers; consumers come to generate passenger flow, shopping centres and retailers earn money, and retailers earn money to survive in the shopping centres for a long time; as operators of shopping centers can be profitable in a long run, they can manage for a long time; finally, the owners of shopping centers, that is, the owners win.