Shopping Center: How To Integrate Clothing Brand Resources?

In the process of rapid urbanization in China, shopping centres like chain of Joy City are being developed rapidly.

There is a recent statistic that Beijing and Shanghai have

How to integrate retailers' resources?

When planning, we should design bright points according to the characteristics of the city.

First of all, we should consider the differentiation of brands. Secondly, we should take into account the overall positioning of shopping centers, such as the "difference space" of the city, and then do the brand differentiation in this space, that is, the choice and combination of brands.

General manager of Nanjing water tour shopping mall, Shanghai Water Tour City

In terms of brand, when designing this plan, some characteristic projects were designed according to the characteristics of Nanjing.

First of all, we should consider the difference. Second will also take into account the overall positioning of the shopping center. For example, we need to make the difference space of the city, we will do the brand differentiation in this space, and make the brand choice and combination.

Wang Yongxiang, general manager of Weishi Bai (China) Co., Ltd. is very aware of this: "first of all, three points to sum up, the first point, all international brands or domestic retail brands want to expand to the second tier, three line city, they not only compete for market share, but also compete for resources, so brand introduction is not so simple.

In fact, as a brand of shopping center, the key point in development and operation is to have the right human resources, the most suitable human resources, the most suitable service and the most suitable brand, so as to provide the best customer experience successfully in the second and three tier cities.

Therefore, this involves resources, especially human resources, and so on in the second tier and three tier cities.

The second point is that the infrastructure of the city is very important. Many brands want to expand rapidly to the second tier and three tier cities, but because of the problem of urban infrastructure problems, if the joint venture retailers need to take into account the retail supply chain and logistics supply chain, infrastructure is very important, which is likely to restrict the retail brands entering the second tier and three tier cities.

The third point is about how we cooperate with each other to introduce international brands to the second and the three tier cities. That is, we must understand the international brands. When they enter a specific market or city, they mainly want to see if they can reach the critical value as soon as possible.

For example, in Chongqing, if a theme shop may need to open 20~30 stores, economies of scale can be achieved.

I believe that in this market, whether for the developers of the shopping center or for some retailers, we need to let some international brands get into it. This is inevitable.

However, one aspect we can't ignore is the local retailers. Local retailers are from China. They are also very important resources and need more attention. "

Wei Xuepei, general manager of Hebei Vientiane Tiancheng Commercial Management Co., Ltd., said: "the location of Hebei Vientiane Tiancheng is high in mid-range, but at that time, we thought Shijiazhuang was a second tier city, and many brands did not know if the market was OK.

We have been exploring and pursuing our own characteristics and personalization.

I think a famous shopping mall is not to say what grade it is. Two, the industry agrees with the consumer. If no consumer agrees with you, your tone is too high to be useful.

The local brand is the foundation of Vientiane. I have been in the retail industry for many years. At that time, some small brands in Hongkong are now becoming well-known chain brands. These brands are our real resources and foundation.

There is also a need to improve service levels and set up special projects to enhance the brand sense of shopping centers.

We have a parking lot that is specifically designed to provide parking for women, with a wider parking space to attract and enhance customer loyalty.

In addition, we send our staff to Korea to visit and study. Korea has strict requirements for customer service, such as how to receive customers and how to guide consumption.

Make the shopping center to the end.

The most important thing is the level of service, so service is competitiveness.

How do you build your core brand?

To train, educate and upgrade domestic brands, how to make interior decoration and how to make displays? Let them become excellent operators to enter shopping centers, so as to form the supply power of shopping centers, that is, the function of "self hematopoiesis".

Jiang Limin, President of Liaoning Xing Long Da family commerce Co., Ltd., said: "first of all, the first one is about the potential of the development of the two or three line cities. From our own experience, such a city should say that the potential for development is enormous.

The sales volume of Xing long has exceeded 2 billion, and the sales of the store we opened on that day is about 15000000. We expect that this year's sales volume should be close to one billion.

This shows that its market potential is enormous.

Second, our strategy is not only the second tier city, the three line, including the county level city shopping center is also our strategic pace.

At the county level, we pay more attention to the first tier cities in Liaoning Province, because its business is rather confusing.

We have to integrate this business environment. There are also many opportunities.

In such a market like Shenyang, how do we coexist with domestic or internationally famous commercial brands? I think we must make our own characteristics, and supermarkets that thrive and make big families sell more than other famous supermarkets in small areas.

In addition, we also sell electrical appliances, in the face of the strong brands such as Gome and Suning, our customer loyalty is much better than that of them.

We are more concerned about the feelings of customers, and build our shopping mall from the needs of customers. Choosing this brand is because customers need such brands, rather than looking at what kind of shopping malls these brands need. This is our experience in urban competition and coexistence with brands.

Wu Zhengmei, general manager of Nanjing aquatic shopping mall and general manager of Shanghai water tour city commercial Cci Capital Ltd, said: "for the future two or three tier cities brand, it seems that everyone will focus on some hot brands.

If you want to make a comprehensive chain shopping center, you can't just focus on the hot spots.

For example, when we do this project in Panjin, we have already had so many projects, and have formed strategies with many brands, but not necessarily those brands will develop into that city. How can we combine them?

Therefore, you need to develop your own brand business, just like some domestic retail brands, you can teach them how to make interior decoration and how to display. This is to integrate, educate and enhance your brand, so that they can become excellent operators to enter the shopping center. For developers who make two or three and four line cities, it is necessary to integrate them in this area, so as to form the supply power of shopping centers.

Yao Lifang, vice president of the real estate investment department of CITIC Capital Holdings Limited, said: "I was responsible for the impression city project before. It was a project made by China's deep national vote and STANLEY Morgan in China, called impression city.

Brand like Starbucks can be said that every famous shopping center or department store will have these brand resources in the two or three line cities not only become the "rush goods" of shopping center investment, but also become the government's key investment targets.

These famous brands are very powerful for a city and for a shopping center.

I feel most deeply in the integration of brands. A new industry, especially the shopping center, is misleading when entering the two or three line. The supermarket also calls the shopping center, the department store also calls the shopping center, and even some shops which are not unified operation are also called shopping centers, so some concepts have been confused from developers to suppliers to our consumers.

After we have made two or three line cities, we find that the resources of the two or three line cities are very large, because the supply chain of these cities is also quite long, because many brands are acting as agents.

Now the manufacturers are also taking the two or three line of agency right. These agents gradually grow from a self-employed person to an enterprise in brand agency.

Zhengzhou impression city has 40% of them entering Henan for the first time, so these brands play a very important role in promoting the local shopping centers, including the whole incubation period of shopping centers.

At the same time, how to integrate local brands is also a problem we face.

Because many of them are better brands in department stores. In shopping centers, they are insured at the department stores. Many of them are rentals to the shopping centers, and leasing conditions and decoration costs are very high. The risk is very large, which will bring great pressure to the two or three line agents.

These local brands prefer to build a street on the first floor instead of building on the third floor of the two floor. At this time, a professional team needs to have a systematic communication and indoctrination with local brands, telling him why he wants to operate in the shopping center so as to help him solve the problems of Philosophy and operation.

Therefore, in the two or three line city investment promotion brand combination, on the one hand, you must understand the local consumption habits, and at the same time inculcate the concept of shopping mall in coastal cities, and to communicate fully.

In the impression city, we find that many local businesses have been pformed in the shopping center, from a single brand to a concept store, because some agents are diversified, not only have their own brand clothing, but also have their own brand restaurants, I think this is an upgrade.

You can't put all the brands in the two or three tier cities, because many of them are agents to do so, so we need to precipitate, communicate and integrate with localization. "