Department Stores "Operate" &Nbsp; Increase Fashion Elements And Pursue Individuality.

And in stark contrast, during this period, a few shopping malls spent more energy on the adjustment of the interior of the shopping mall, whether it was the Shaoxing department store "big guy" national business building, or the "rising star" Hangzhou Tower run and shopping center, which was "operating" inside the shopping mall, and the "operation" was not small.

Although the adjustment of shopping malls is a regular move, this year's adjustment has aroused a lot of attention. In particular, the national business building, because this adjustment will add a lot of fashion brand elements, involving changes in the positioning of shopping malls, but also triggered a discussion of the industry and consumers.

Department store "surgery"

increase fashion element

"The 5 floor leisure sports area is being renovated, and the elevator leading to the upstairs has stopped." Yesterday, many consumers of the quotient building found that although the mall was in normal operation, it seemed that there was a big adjustment. Judging from the decoration, the adjustment was not small.

Again, go Hangzhou The consumers of mansion and shopping center also found that the original underground supermarket had changed its brand and turned into a quality life supermarket, taking the high-end supermarket route. And the first floor shoe bag area has just been adjusted once, part of the regional adjustment is continuing.

"This adjustment, we shift the elevator inside the elevator, after the original elevator dismantling, the elevator will move to the central part of the shopping mall. After adjustment, many side hall areas can be used, and it can also drive the popularity of the entire shopping mall. This is the mode of modern shopping malls, and also allows the shopping mall to have more fashionable elements." Guo Shang building vice president Sun Peng said.

Sun Peng said that there had been a big adjustment on the 1 floor, and now the 5 floor is closed. The decoration is due to the demolition of the ceiling, which will reveal the ceiling after decoration. This is one of the highlights of this decoration, and the whole style is more modern and fashionable.

Similar to Guo Shang mansion's fashion line, the adjustment of run and shopping center is more fashionable on the basis of pursuit of quality. Hu Ruhua, chairman of run and shopping center, said that whether the introduction of high-end supermarket in the urban life on the ground floor or the adjustment of the shoe area on the first floor, or the adjustment to the first floor cosmetics area and from the two floor to the four floor, will make the shopping malls more fashionable and more prominent in quality. {page_break}

Shopping mall brand adjustment

Pursuing individuality or coping with competition

Sun Peng said that the brand adjustment of shopping centers began in May and will be adjusted before the "eleven", and about 30% of the brands in the shopping mall will be adjusted.

Similarly, the adjustment of run and shopping center began in the first half of the year. Hu Ruhua said that the adjustment of shopping malls will continue, but no matter how to adjust, it will be closely linked with fashion, trend and high-end positioning, and the introduction of brand will also focus on this positioning.

The two shopping malls on the urban liberation road have been adjusted, and the national commercial building, which has been in operation for more than 10 years, has developed from the original mature and steady route to the fashion and modern direction. It can not help but remind people whether this is related to Yintai department store in Jiefang Road business circle. As a leader in Zhejiang's department store, Yintai has been following the fashion line. Now entering Shaoxing, it will surely bring changes to the department store industry in Shaoxing.

Sun Peng did not talk about the relationship between the adjustment and Yintai entry, but said that adjustment is the need for the development of shopping malls, and it is also an inevitable choice to attract more large brands. "The internal structure of shopping malls is lagging behind, and there is a gap between the requirements of some big brands and their entry requirements. After the adjustment and improvement of hardware, the entry of big brands will come true.

The reason why shopping malls increase fashion elements, Sun Peng said, this is related to the characteristics of consumption. From today's society, fashion and leisure consumption is becoming more and more important, especially the group 20~40 years old, which is not only the main consumer of shopping malls, but also an important group of leisure consumption.

Hu Ruhua also denied that the adjustment is related to Yintai. "Adjustment is a manifestation of innovation and innovation in shopping malls, which is an inevitable way for the development of department stores. To make a department store is not to sell what consumers need, not to satisfy sales, but to guide consumers' needs. Only in this way can we always stand at the forefront.

In the new competition era of department stores, do we seek common ground or remain different?

The Shang Shang mansion has increased fashion elements, which has caused many discussions in the industry and consumer groups.

Some people support the idea that increasing fashion elements is an inevitable choice for dealing with new competition in department stores.

Miss Wei, a shopper who likes shopping, said that although the building of Guo Shang has been more than 10 years old, in recent years, a mature and steady line of national business, whether internal or brand, needs to be younger and fashionable. Otherwise, it will seem a bit out of date.

"Department stores can not be closed doors, but need to constantly absorb new ideas. Foreign department stores bring more" catfish effect "to Shaoxing department stores, one of which is that the department store industry should always be on the front line of fashion and fashion. Whether it is ahead of the spanformation of Hualian, or today's national business is increasing fashion elements, it is a strategy to cope with the new competition of department stores in the future. The head of a department store in the city said that fashion is a direction pursued by the department stores.

Some people believe that pursuing fashion is to discard individuality and pursue commonness. And future department stores should have individuality. Only by personalization can competition be misplaced.

In the past two years, Parkson and Yintai have been stationed in Shaoxing. The competition in Shaoxing's department stores has been more intense year by year. But if we all do fashion department stores, this will make competition even more intense. It is a kind of "blood blade meeting". Besides, it is better to do fashion and do Yintai department stores than to make full use of its own characteristics.

"Although the department store industry is very competitive now, each shopping mall has its own fixed consumption group. The original business philosophy and positioning of the national business building itself is a special feature, which fits the shopping demand of consumers at the age of 30~50. In fact, the purchasing power of this part of consumers is also the strongest. Therefore, it is not necessary for the Chinese businessmen to go all the way to fashion development and stick to their own characteristics." Insiders say.

Sun Peng said that the plan of the shopping malls adjustment was built by the Japanese team based on the Shaoxing consumer market. For various reasons, the plan has not been fully reflected and will continue to improve in the future. "It is only one aspect of the adjustment of the national businessmen to increase the fashion elements. As a local department store in Shaoxing, the state merchants will continue to do their best."