Get Rid Of "&Nbsp"; Guangzhou Department Stores Fight For Men's Consumption Cake.

Xie Shiping, chairman of Mei Dong department store, on Yangcheng department store on father's Day Marketing On the one hand, on the one hand, men's hunger for non essential substances is unprecedented, and department stores have taken the male economy as another new target. On the other hand, prices are soaring. consumption Weak performance, businesses are not optimistic about the second half of the year, we all do a deep discount clearance clearance. cash 。

Last Sunday's father's day schedule, almost all the major department stores in Yangcheng launched a deep discount marketing campaign. Its popularity can be comparable to that of just past mother's day and 61. Reporter's visit found that in addition to traditional men's clothing and clothing, some men's cosmetics, skin care products and perfume also joined in the battle of discount.

"Father's day before, businesses do not have such a big discount, and this year's business enthusiasm is unexpectedly high, once again confirms that the department store" she "pattern is quietly changing. Xie Shiping, chairman of the US East department store, expressed his deep desire for marketing on the father's day for Yangcheng department store. On the one hand, men's hunger for non essential substances is unprecedented. The department stores have taken the male economy as another new target. On the other hand, prices are rising and consumption performance is weak.

Business promotion is no longer "heavy female light male".

All along, the best money for women and children seems to be a consensus among retailers. However, with the rise of male consumption power, this pattern is changing, and businesses are beginning to focus on men's wallets.

Last weekend, reporters visited the city and found that unlike father's day in the past, only a few activities on weekends were different. This year's father's day, whether it's atmosphere or discount, is similar to the previous mother's day and children's day. The majority of clothing and footwear goods are below half off; the East Department Store launches 1 yuan for men's clothing, 2.5 yuan for women's clothing, and 1 yuan for women's clothing, for 2 yuan; the 12 stores in Beijing Road store, Tianhe Zhongyi store and new one store hold a discount of 100 yuan for a single cabinet; 300 yuan for Wangfujing department stores is reduced by 150 yuan; the consumption of cross section counters in Chinese department stores is reduced by 300 yuan; the Guangzhou friendship men's clothing, leather goods and footwear are 300; the Beijing Road store in Tianhe City has a collection; Dongshan Department Store men's wear and shoes category; modern department store Top Shop starts from June 11th, and men's shoes, men's goods and sports leisure are available for a week. Xinguang department stores opened two times a year last weekend. Not only is the discount strength great, but also the time span is longer than in previous years.

Apart from the deep discount of men's products, some department stores also promote the promotion of women, children and even electrical appliances. The slogans such as "Thanksgiving father love", "fatherly love" and "family's happy father's Day" are also everywhere. "Last year father's Day sales of men's products were very good, so this year we not only increased the intensity, but also expanded the scope." Jiang Guoyuan, deputy general manager of Guangzhou friendship group, said that compared with last year's father's day, Guangzhou friendship sales increased by 50%. It is reported that Xinguang three days of special membership, passenger flow increased by 60% compared with last year's activities.

Men's cosmetics consumption is booming.

Nowadays, the men's counters in department stores no longer only have suits and shoes, but are more detailed categories of men's products counters: casual wear, accessories, shoes and even cosmetics. In the Guangzhou friendship World Trade Center "gentlemen's Pavilion", there are more than 100 men's clothing brands, and men's products are less abundant than females. Some businessmen say that this year's men's cosmetics have become a dark horse on father's day.

In the cosmetics area on the first floor of shopping mall such as Guang Bai, friendship, Tianhe and so on, Biotherm, Shiseido, Clinique and other special counters have dedicated men's skin care gift boxes to father's day. The products range from cleansing milk, after shave water, moisturizing cream, eye cream, cream, shampoo, conditioner, hair mask and even men's perfume to women's skin care products. According to a hundred Biotherm salesperson, "there are many consumers who buy men's skin care products during this period. Most of them are women. For men who are 25~40 years old, working pressure is high and irregular work and rest, it can be said that by our father's Day promotion, our men's skin care products are on fire again." Another cosmetics salesperson also said that although men's skin care products were not complete with women's skin care products, sales accounted for 20%~30%.

Reporter's notes

Serving "male power" is a required course.

From this year's father's day, every big department store to compete for men, playing the deep promotional card, once again confirms the gradual rise of male consumption groups. In recent years, the proportion of male consumption in Guangzhou has been increasing. At present, most shopping malls have reached 30% of total sales, and individual shopping malls have even reached 40%, which is almost equal to that of female products. Some market participants pointed out that with the accumulation of social wealth, richer social life makes men's thirst for non essential substances unprecedentedly strong, especially many Post-80's fathers pay more attention to appearance and enjoy life.

So, how to grasp this trend and serve this "male power" will undoubtedly become a compulsory course for businesses. Because relative to female consumption, men have a strong consumption purpose, although the frequency of shopping is far less than that of women, but the turnover rate is high, and the amount of consumption is higher. In addition, compared with female consumers, male consumers are not sensitive to price, and their loyalty to brands is higher and their consumption is more rational. Therefore, the attraction of price marketing to men is often not large. Therefore, whether it is the arrangement and placement of men's products, or the marketing activities launched, businesses should further study men's consumption psychology and behavior, highlight their individuality, display their personal characteristics, emphasize experience and even highlight their identities. Because the male consumer market is promising.