Beijing Mall Introduces Two Or Three Brands Of Clothing Abroad

Blue harbour introduces underwear brand Oysho.

Last year, American clothing was fast.

Introducing new brands for differentiation

Lu Yi, general manager of Jinbao shopping mall,

Guo Zengli, director of China shopping center industry information center,

In fact, the influx of new brands began around 2008. More than 40 of the more than 200 brands introduced into Xidan were first entered the Beijing market when it opened in late 2007.

Among them, ZARA, which was very strange to consumers at that time, came to Beijing in front and back with H&M, UNIQLO, C&A and so on. Nowadays, these brands have become popular.

The industry therefore believes that Beijing's market acceptance of new brands is still very strong, although the brand is not familiar, but things feel good, or can be quickly accepted by consumers.

From luxury to two or three line brand

"From a global perspective, there are too many good brands, but everyone

Hong Tao, a professor at Beijing Technology and Business University, believes that the structure of consumer groups in Beijing determines that their demand for brands is varied. If the brands of Beijing shopping centers are all high-grade, this is obviously not practical.

Wang Yandan said, Beijing APM positioning is high-end, brand adjustment is in line with the local market people's aesthetic, cognitive, etc., is acceptable to all, and may also be based on the performance of other Asian countries to make reference, because Asian body shape, from clothing, speaking, or more consistent.

Some brands in Europe and the United States will be more prudent. Some of them are quite successful in Asia, and some will be acclimatized.

Wang Yandan said that some brands may not be recognized by most people in Beijing, because the shopping malls need some new elements, but their routes must be acceptable.

Guo Zengli said, these two years, Beijing shopping mall

Observation

A reference for domestic brands

Li Fei, director of the China Retail Research Center at Tsinghua University, said the phenomenon of domestic department stores assimilating in previous years is still very obvious.

In the introduction of foreign brands, we all focus on those big brands.

In fact, apart from luxury goods, there are many fashion brands and designer brands abroad to meet the diverse needs of customers.

But in the past few years, because of the rapid development of the domestic luxury market, we all focus on several luxury brands that consumers are familiar with, such as LV, which leads to the assimilation of foreign brand choice.

After the convergence of brand choice, it is more difficult to achieve differentiation from the product in operation, and only result in price war and vicious competition.

So in the past two years, department stores began to try to find more brands. These brands already exist in the European market and the American market, but they may not be so well-known and relatively small, but they are also very good brands. Some of them are very high-end, even more expensive than luxury brands, such as some designer brands.

Therefore, if these brands enter China, they will definitely bring about differentiation, and who will do better will help to ease the trend of similarity in department stores and enrich the market.

For the industry, at least the brand diversification and product differentiation, if done well, can weaken the competition among industries to a certain extent.

For domestic brands, there are also some reference functions, such as making brands do not necessarily have to be made into luxury brands, and the brands in the world are also varied. In addition, brands do not necessarily have to be very large-scale. In the west, many brands have only two or three stores, and they are doing very well.

This will provide some thoughts and lessons for the development of domestic brands, and I think all of them will be beneficial.