Breakthrough Of "Minority"

Tired of frequent "crash shirts" of the international big names, individuality began to pursue the unique luxury of the tide card.

Similar shopping malls and brands continue to stack up.

March 27, 2011, NOVO department store, Beijing.

"NOVO" comes from Latin, meaning "new".

"Its position highlights young people who are fashion, personality, uniqueness and self expression."

According to Juicy, director of NOVO marketing department, NOVO will not choose brands like Vero Moda, ES and Enland everywhere in any department store, but Miss, Sixty, Stamps and G-star.

Yes, they are taking the "niche strategy".

Compared with the location of ordinary department stores, the location of this new department store is accurate and targeted, and they aim at "niche customers" or fashion alternative or high-end luxury.

They believe that as long as they are guaranteed to be unique in their products, fashion addicts who do not worry about pursuing individuality are paying the bill.

In addition to NOVO, shopping malls such as I.T and p+ belong to this "small concept department store".

Shopping mall homogenization dilemma

At present, most department stores abroad are self sourcing, buying, selling, purchasing, logistics, warehousing, distribution and marketing systems.

In contrast, the domestic department stores mostly adopt the mode of "brand association", which leads to serious homogenization of brands and varieties in shopping malls, almost "1000 stores and one side".

"Those brands that want to expand their popularity will choose as many department stores as possible to improve their exposure to consumers, while department stores are trying their best to catch up with consumers with high popularity."

A manager who worked in a shopping mall for many years told reporters: "under the combined action of these two aspects, the brand and goods of department stores will gradually converge. Consumers visiting a shop is equivalent to visiting hundreds of stores."

According to the reporter's visit, the department stores in Wangjing, Beijing, such as Li Ying Department store, Jia Mao shopping center and Hua Tang shopping mall, have a high degree of coincidence of brands. Many brands are available in these shopping malls, and these shopping malls are positioned in the middle and high-end, and the main consumer groups are high-end consumers such as white collar.

"This will inevitably lead to a vicious competition in the department stores."

Huang Huang, the head of a shopping mall, told reporters that the items and products of the surrounding shopping centers do have homogenization problems. As long as customers choose to visit one of them, they can basically satisfy their consumption of "wearing food and entertainment".

Professionals believe that if the major businesses want to stand out and grab more markets, they must only do a good job of "dislocation management", or find out the "main line" that goes beyond their competitors, and find a way suitable for their own business positioning in the high-end.

Wang Chengrong, Dean of Beijing Institute of Finance and trade, also said that the continuous stacking of similar shopping malls and brands is not a sign of commercial prosperity.

He believes that in the process of building an international business center, Beijing needs rich and colorful shops, brands and formats. It should make the business ecosystem of Beijing market more diversified.

The "niche strategy" obviously helps to solve this dilemma.

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Small crowd consumption suddenly rises.

In the face of more and more fashion brands, the tastes of consumers have become "tricky".

"The trend of consumption in the past twenty years is to buy a large brand of clothing, which is enough to show the uniqueness of the individual. But now, when almost all the major international brands have entered the Chinese market, after the frequent occurrence of the" bump shirt "phenomenon, many people are willing to pay a higher premium to realize their unique image.

A fashion designer told the reporters with emotion.

Every time I go shopping, I have to buy a bunch of clothes that are easy to crash into others, and gradually my interest is not high.

"Shopping control," said Miss Zhao.

The era of "niche" consumption has come.

The selling point of traditional shopping centers is that many international high-end brands are settled, while small shopping malls are trying to attract small crowds who want to wear their personalities.

With the development of economy, the pace of Chinese fashion is in line with international standards.

The NOVO department store in Wangjing, Beijing, has an area of thirty thousand square meters and has more than 150 brands.

It is reported that NOVO is currently stationed in major cities such as Shanghai, Shenzhen, Chengdu, Hangzhou, Nanjing, Shenyang, Kunming, Guangzhou, Chongqing and so on, and many shops will also be available.

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.

Last year, Wangfujing's "HQ" Shang Ke department store and the new world women's department store are actively exploring the development path of small shopping malls.

In Hangzhou, the p+ is the most popular and fashionable character. P+ Ma, director of Hangzhou planning department, has spoken out. "Aiming at the position of wealthy white-collar workers and rich two generation, we have introduced the most fashionable brands such as American brand BCBG and Italy brand B&G. This high-end positioning and other petty bourgeois positioning can be stagger."

He also said that in order to let consumers quickly understand p+, they often plan some parties and other fashion activities, which is something other general stores do not want to spend their energy on.

It is learnt that in addition to the "full scale activities" like general merchandise stores, small shopping malls pay more attention to "concept department stores" and strengthen the cultural implantation of stores.

The head of NOVO marketing department said that they often held various thematic activities, such as exhibitions, walking shows, graffiti, DJ performances, classrooms, etc., which not only attracted the eyes of potential customers, increased the atmosphere of the stores, but also facilitate interaction with old customers and further communication.

When necessary, they even spend money to invite celebrities to give publicity.

NOVO Kang Xinyan, a Beijing Wangjing store marketing department, said that other NOVO stores had invited flower stars, Wei Chen, Chen Chusheng, Yu Haoming and other celebrities to carry out promotional activities, while Wangjing stores also had such considerations and plans.