Brand Adjustment: Differentiated Marketing Strategy In Beijing Shopping Malls

"Opening soon" has recently been seen in shopping malls.

After visiting the reporter, he was informed that the new world, Jinbao Hui, Yintai Center, contemporary, Beijing APM, Xinhua Department store and Zi he...

This summer, the major shopping malls in Beijing carried out a relatively large number of brand adjustment.

New world, Jinbao, Yintai Center, Zi he and so on were opened for third years to adapt to the new changes in the market; Beijing APM, Xinhua Department store, and so on because of the change of positioning.

New shopping mall

The three year is more precise.

For new shopping malls, in order to adapt to the positioning of the business circle, the intensity of adjustment in the first three years will be greater.

There are just a few stores in Beijing before and after 2008, such as Xinguang Tiandi, Jinbao Hui, Yintai Center, Zi He Xin and so on.

Since last year, up to now, they are undergoing substantial adjustment.

"Any shopping mall will enter the third year of operation, whether good or bad, it will be adjusted."

Jinbao shopping center general manager Lu Yi introduced this is a convention, because before opening up, no matter how well the market research is done, positioning is more accurate, but there is a gap between reality and reality.

Generally speaking, for a new shopping mall, three years is a market adaptation period. If it is made, it will be promoted; if it is not made, it will die out.

After three years of adjustment, the location of the new shopping mall will be more precise.

For example, on the Campbell street, luxury cars, high-end club clubs, photographic equipment, including many catering business catering, catering to the characteristics of male consumption, so Jinbao Hui in the second half of this year's brand adjustment, will be the main promotion of male consumer goods.

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Old shopping mall

Make differentiation and enhance competitiveness

For old shopping malls, the adjustment of brand takes more consideration from the aspect of performance.

Guo Zengli, director of China shopping center industry information center, introduced a normal adjustment once a year, because the shopping mall had the last elimination system, and some brands whose sales performance turned down will be retreated and some new brands will be introduced.

However, this adjustment is relatively small and generally does not exceed 10%.

If the old market has adjusted the brand to a large extent, that is the location has changed.

This year is more typical of Beijing APM, contemporary, Xinhua Department store and so on.

Wang Yandan, deputy manager of APM rental in Beijing, said: "our positioning and direction is to make a mismatch with other shopping malls around the world, and become a high-end shopping mall for young people.

Because the Wangfujing area, including some new projects, is basically high-end, and higher and higher.

However, the largest number of consumers will not buy luxury goods every day, mainly buying some daily consumer goods. We want to fill this gap.

Wang Yandan said that in the future, the main shops will be concentrated in the paved streets of Wangfujing, which will be cross storefront, mainly on clothing, as well as fashionable, such as the GAP flagship store that has been opened.

At the same time, it will replace the original luxury stores such as watches and jewellery on the street.

It is expected that all adjustments will be completed early next year.

The positioning adjustment of Beijing APM is aimed at coping with the fierce competition in Wangfujing business circle, and the contemporary adjustment is consciously subdividing the market in order to avoid fierce competition with other channels.

Contemporary mall goods

Observation

Adjustment brings consumers fresh feeling

Guo Zengli, director of China shopping center industry information center, said that any shopping malls, brand adjustment is necessary, if the mall unchanged, consumers will soon be tired of it, so, usually do not adjust the brand also need to modify the store, anyway, it is to bring some fresh feelings to consumers.

Shopping center adjustment is also difficult, because the storefront is relatively large, and in department stores, it may change overnight.

There are two main reasons for adjusting the brand in China, one is to eliminate old brands according to the sales volume, such as the last elimination method; the other is to adjust the positioning and brand new brands, because the shopping malls must constantly meet the new needs of the market, and also need to introduce competitive commodities and brands.

The time of brand adjustment is similar to that of department stores in the whole country. Once a year, there is a peak season for sales.

The principle is concentrated in the off-season sales, usually in the summer of July and August.

In the process of brand adjustment, sometimes businessmen and brands will be in conflict. Guo Zengli thinks that, on the one hand, brand dealers should constantly update themselves to better meet the needs of the development of shopping malls. On the other hand, shopping malls should also give the brand a certain space and time to grow, and can not be too eager for quick success and instant benefits.