Build A One-Stop Commercial Benchmark &Nbsp; Leading Humen Town Clothing Brand Upgrade

Xiao Hao, marketing director of Humen International Shopping Center

In Guangdong, which experienced the baptism of the financial crisis, the upgrading and upgrading of industries has become an irreversible trend of history.

As a famous historical city and clothing capital, Humen has the courage to take the lead in the world and shows its courage and responsibility.

Build Binhai International

Humen International Shopping Center was born in such a historical background.

As an all-around and multi-functional international shopping center, which is located at the core of clothing brand, which integrates shopping, business, catering, leisure and entertainment, Humen international shopping center aims to build another name card of Humen, the "top of thousand strong towns".

It is understood that the Humen international core area in Humen CBD international.

Humen International Shopping Center, as the largest high-end commercial aircraft carrier in Western Dongguan, is called for the future of the city. What impact will it bring to Humen's economic pformation and development? The reporter visited Dongguan Sheng Li Investment Consulting Co., Ltd., Humen International Shopping Center Marketing Director Xiao Hao.

Humen needs "big business"

Humen international shopping center is the largest in Humen.

Xiao Hao: I think this is a good thing for us. We are never afraid of competition, and full competition can bring benefits to the public.

As we all know, Humen is the geographical hinterland of the Pearl River Delta. It is developed economically and has strong radiation power.

And the thick historical precipitation of the Opium War location, many tourist attractions can also bring a lot of consumptive flow of people to Humen.

I think Humen, as a coastal International Mall, needs big business and big flow. Humen has this advantage.

I think Humen, as an international trade city, needs to do business and have a big flow.

Humen has recently emphasized the upgrading of the city, and Humen International Shopping Center has many advantages in this respect, especially the location advantage. We are in the core area of Humen CBD, just like Li Jiacheng's saying: "lots, lots, lots."

Look around us, there are Humen No. 1, Humen landmark (Forum), Vanke purple TV (forum video), Longquan square, which is the most concentrated place of Humen's high-end residential, so we are the core of the core.

In addition, we have introduced the retail giant, RT mart, and supermarkets can guarantee the exuberant stream of people.

Humen international shopping center is a purely commercial international shopping center. Unlike the landmark Plaza, the upper floors are used for residential purposes.

Therefore, we can expand the possibility of greater.

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High end brand leads local brand upgrading

We know that there is an idea in the planning of Humen International Shopping Center, which is to build a Humen clothing brand headquarters base. As far as we know, there were many commercial properties in Humen that had practiced this idea before, but none of them succeeded. You feel that you have advantages in what way you can make breakthroughs.

Xiao Hao: we are all based on the garment industry economy in Humen. The clothing industry is the basic economy of Humen. This is related to the economic lifeline of Humen. We have reserved huge space to build Humen's clothing brand headquarters base, which is different from the ordinary retail business.

We believe that building Humen international shopping center needs some foresight, at least to guide the consumption behavior in the next 5 years, which requires the effectiveness of the brand.

Therefore, we introduced Shenzhen Jin Guanghua investment group and hired a well-known business operation management company to operate.

For example, this is a bit like Shenzhen Tianan digital city's support for Shanzhai mobile phone manufacturers.

You see, there are many mobile phone brands that have become national brands.

In fact, these brands should thank Cheonan digital city for the platform they built.

Although there are differences between industries, the same is true. They all need to provide a brand display to form an upstream and downstream industry chain.

Like many businesses now want to develop from the low end products to the middle and high end, this risk is very big, do not know whether you succeed or fail.

Therefore, we plan to use local brands to stimulate local brands, and let them know how successful brands operate and eventually move to high-end.

Next, we will take 5000 million from the latter stage as a brand promotion fund. We will focus on three to five clothing brands annually, and provide an effective platform for the rapid growth of Humen's clothing brand.

Honesty affects brand development

To build a clothing headquarters in Humen, clothing piracy seems to have to be faced with problems. As we know, big brands such as YISHION haven't opened stores in Humen, how do you communicate with these big brands?

Xiao Hao: I think the problem of piracy needs brand owners to find ways to avoid it, such as postponed new product release in case of possible delay. Besides, the relevant government departments should also introduce specific measures to combat it, which is beyond the scope of our developers' control, but I believe that this can be avoided in the operation mechanism.

Humen's clothing enterprises have many advantages to set up flagship stores there.

One of them is handling tail cargo.

For example, some shops may sell well in spring and summer, but once they sell badly in one season, such as autumn clothes, they will lose money this year.

At this time, some stores will return the clothes that are not well sold to the manufacturers.

But in our shopping center, we can pull people through tourism. When some discount clothes are processed, such a large volume of people's traffic is likely to digest it. In this case, not only can businesses earn the turnover they need, but also consumers can guarantee that they get the right goods, and at the same time, they are cheaper than other stores.

Mainly let more and more people know that Humen can buy genuine products at low prices, and will attract more people to Humen. This is a virtuous circle.

But will the sale of tail goods affect the image of the shopping center's clothing brand base?

Xiao Hao: I don't think so.

You know, Shenzhen maye group, they retain the ownership of their property, and can freely allocate the rent of the shops. As we do, there will be no big problems in the quality and price of the goods.

And I think it is very effective to do some discount sales on special occasions, such as festivals and other special days.

This also gives manufacturers a good message, which will not damage the brand because of the integrity problem, but also speed up the flow of funds.

Can shopping go to Hongkong?

All along, the local high consumption groups in Dongguan enjoy the habit of consuming in Hongkong, Guangzhou and Shenzhen. Where are your confidence in the Humen International Shopping Center targeting high-end consumers?

Xiao Hao: why do we go to Hongkong? There are three reasons for that. First, Hongkong can buy international brands that we do not have; two, Hongkong seems to have better business credit and less fake products.

Three, the same commodity, Hongkong is cheaper.

We need to see that in fact, Hongkong also needs cost, and time cost is particularly important.

What if we could bring in some big brands? For example, five years ago, someone asked you if GUCCI would enter Dongguan. The answer is definitely No.

However, with the passage of time, people's consumption behavior will change. Now Humen people believe that ten of ten people have visited Hongkong, and have already seen big brands.

We just want to provide a place to accommodate these high-end brands.

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In fact, we also see that shopping environment in big cities such as Hongkong is changing. During the holidays like May 1 and eleven, people who go shopping in Hongkong are too crowded or even shopping. The shopping process of many consumers is actually not happy.

And we can provide him with this sense of comfort and reduce the time cost of consumers.

In addition, we should also see that the population structure of Dongguan is changing. The proportion of high-income and high consumption groups is increasing. This is also the reason for the rapid development of some high-end shopping malls in Dongguan in recent years.