Jewelry Instead Of Shoes Becomes A New Store On The First Floor.

In the memory of some old spring people Market There is always a rule to follow. Shoes, bags, cosmetics are generally located on the first floor; buying men's clothing will go up to the two floor; buying women's clothing must go up to the third floor, the four floor, the third floor, the less beautiful dress, the young beautiful, the four floor women's dress, the steady fashion, the five floor children's clothing, the knitting, the bed goods, and the six floor is mostly the brand discount.

However, these rules will be used again today, and you will surely be confused. Because with the change of consumers' shopping demand, the pattern of shopping mall is also undergoing great changes.

　　 In order to stimulate consumers' desire to buy, some shopping malls began to change their appearance for many years in order to attract people's interest and eventually promote the overall performance improvement.

Shoes on the first floor

Gold jewelry

Reporters recently visited several large shopping malls in Changchun, and found that many layers of shopping malls have undergone significant changes. For example, the shoes that were originally concentrated on the first floor were all moved to the 1 floor of the ground, while the bags moved along with men's or women's wear.

In the past few years, cosmetics and shoes occupy almost half the sky in the shopping mall. Nowadays, the first floor of the shopping mall is not only the main battlefield of cosmetics, but also a large number of gold jewelry brands. Like a large department store on Hongqi Street, the first floor B block and the 1 underground parts of the underground area are changed into gold jewelry and jewelry.

Speaking of the reasons for this change, relevant people in the shopping mall told reporters that because the price of gold has soared rapidly, more consumers and investors have seen the popularity of gold. market More gold and jewellery brands are sprung up. "Increasing the scope of gold and jewelry on the first floor is convenient for consumers to buy. For example, when some gold is doing activities, there will be investors queuing up to buy them. If they are placed on the two or three floor, they will not be convenient for consumers to buy."

　　 Squeeze brand discount stores

Outdoor recreation for new owners

In recent years, the increasing number of outdoor leisure sports has made this once neglected market bloom.

Outdoor leisure is becoming a fashionable demand after satisfying normal work and leisure. In order to make this big cake first, a large shopping mall in Chongqing road has adjusted the original six brand discount stores to outdoor leisure sports brand, becoming a truly outdoor leisure sports hall, and complemented with the original leisure sports brand on the five floor.

According to the relevant managers of the shopping mall, the location of the five floor is not clear until the five and six floors have not been replaced by sports and leisure outdoor brands. The operation has not been ideal for several years. However, since the layout of shopping malls in 2010 has been reorganized, franchised sports and outdoor recreation on the six floor of the five floor have achieved remarkable results. The overall performance of shopping malls increased by 60% over the previous year, and it is expected that this year's performance will increase by about 40% on the basis of 2010. In 2009,

Reporters visited to understand that a large shopping mall in Changchun station, Chongqing Road, a certain street. Department store On the five and six floors of the building, there are also sports and leisure franchised districts. An official of the Changchun District, an internationally famous sports brand, told reporters that sportswear and leisure wear has a wide range of consumer groups, especially internationally famous brands. Therefore, various stores have attached great importance to the market of sports and leisure outdoor products in recent years.

　 Why are men's shoes separated?

In order to seek common ground while reserving differences, it is necessary to break the rules. But the premise is to focus on the needs of consumers and the needs of brand suppliers. Hongqi Street, a large shopping mall stakeholders told reporters about the basis of floor business varieties planning. For example, according to the different shopping habits and needs of men and women. One floor is women's consumer goods, cosmetics, women's shoes, the two is men's wear and men's shoes. In some shopping malls, shoes are divided into layers.

"As we all know, most men do not want to go shopping. Shopping in shopping centers is entirely purposeful. Go straight to the theme and go away. Putting men's shoes and men's clothing on the floor, male consumers will save a lot of time for upstairs and downstairs to find products. Moreover, the pace of life is getting faster and faster, and the time for professional women to go shopping is also valuable. Consumer shopping is becoming more and more targeted. Therefore, it is also convenient to consider the goods consumed by women on one floor. The source said. {page_break}

　 Exergy analysis

Layout changes to earn more money

Hongqi Street, a large shopping mall responsible person said that the layout adjustment is to win more effective source of tourists. At present, the homogenization of brands, homogenization of marketing and homogenization of services are serious phenomena. The line layout of a business (professional terminology refers to pattern design and adjustment) determines the probability of customers entering the store for the two time. The classified layout in shopping malls is also conducive to the joint sale of goods.

The pattern changes are not only commodity classification and brand adjustment of various floors, but also some shopping malls make full use of the top space, and layout "fast food", "Theme Store", Traders Hotel, KTV entertainment and leisure places with "department store + X" mode to enhance popularity and drive overall consumption. The person in charge of a large shopping mall in front of Changchun station thinks: "when you come here to eat, you can browse the shopping malls by eating, and you may be able to spend on shopping. Now consumers prefer one-stop shopping, eating, playing and shopping together. Our current pattern is also beginning to get involved in such projects."

Mr. Zhao, a senior planner of a business planning company in Changchun, analyzed and observed carefully that the shopping malls had their own target customers from the ground floor to the top floor. It should be said that the current pattern makes the target customers more subdivided. Some shopping malls have made shoes one layer on the ground floor, so that they can get the best location on the ground to make more profitable and more branded goods. Usually, the one or two and three tier are the main customer groups. Nowadays, the pace of life is very fast, and consumers have strong selectivity and pertinence in shopping malls. Therefore, in the design of shopping malls, there must be a specific commodity classification, and try to be relatively reasonable. The more you go to the upper floor, the clearer the target product is. For example, the top floor layout for sportswear goods, such commodity market trend is strong, is a big bright spot in shopping malls, customers here often can also promote the sales of goods on the floor below.