Brand Similarity To &Nbsp; Problem Of Homogenization Of Department Stores

Market

It's almost exactly the same. "

Last Sunday, Miss Ning, who was shopping in several shopping malls near Xidan, answered a friend's phone. She was dizzy, and suddenly could not remember which store she was in.

Now, with

Scene 1

Several shopping malls are brand alike.

"The shopping malls are so different now."

Miss Ning, who often goes shopping, told reporters that she took ONLY, VEROMODA and Jack Jones as the brands. Every shopping mall in Xidan, Beijing has the same style of decoration, the same background music and the same sales promotion way. Even the positions of the clothes hanging boards are almost the same.

Reporters visited a number of shopping malls in SOGO, Zhongyou, Jun Tai and other shopping malls last Sunday, and found that apart from the different shopping areas, the brand similarity in shopping malls almost reached 70%, and even the layout of shopping malls is very similar.

Take the women's shoes brand as the example, the three shopping malls are stationed.

"I don't think there's anything special about that."

Reporters randomly asked several people in Xidan whether they would go shopping in any particular shopping mall. Most people said they would go to any house.

Scene 2

The new shopping mall is left in the cold.

Because of the increasingly homogenization of shopping malls, some newly opened shopping malls are a bit "cold and thin in front of the door". "Shopping in the shops is about the old ones, but the new ones simply don't care, because they are all the same."

"The other floors of the mall have not really visited."

Last Sunday, Miss Zhao stopped the car at the underground garage of the first Grand Canyon in the South Third Ring Road. She went to the elevator door and skilfully pressed 5 stories. She came directly to Poly International Cinema and bought two movie tickets for lovelorn 33 days.

Then she took the elevator down to the Carrefour supermarket on the ground floor, ready to buy some supplies for her family while waiting for the movie.

"I can go to the cinema and the supermarket much more in this shopping mall."

Miss Zhao told reporters that her work unit was near Xidan and often settled in Xidan business district when shopping.

The reporter saw that this shopping mall was only a year old, underground for the supermarket, 1 to 3 floors on the ground for cosmetics and brand clothing, 4 for dining, 5 for cinema, 6 for family paradise.

But from the perspective of passenger flow distribution, the 5 floor movie theater is the most popular, crowded with customers who come to see the movie. The 4 floor dining area will attract nearby families to dinner.

But in contrast, 1 to 3 floors of shops are scarce, and there are only a handful of customers in each store.

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Crack 1

Can the buying system be implemented?

Can the problem of homogenization in shopping malls be solved? In the view of Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, an important reason for the homogenization of shopping malls is that there is not enough brand resources. "Why there is not enough brand resources, that is, the lack of senior buyers. As a senior buyer, it is to discover new brands. Now the purchasing managers of various department stores are actually buyers, but they are far from enough."

Fan Yanru said, in the face of hundreds of thousands of commodities, which are good to sell, which will be unsalable? It is difficult to judge that the risk of buying a system is much larger. "Purchasing managers are afraid to take the risk of new brands. If the new brands that are bought back are not recognized, they will be destroyed."

In addition, the implementation of the buying system requires training them, and having a large amount of capital, and there may also be inventories. These are not what the mall is willing to face.

For this reason, most of today's shopping malls are operated by "joint point deduction" mode, so that there is no risk in department stores.

In essence, the "joint deduction point" is a kind of profit oriented mode. Under this mode, the most fundamental differentiation of retail industry is the loss of commodity differentiation, which leads to the homogenization of shopping malls.

Crack 2

Develop your own brand?

Huang Guoxiong, a professor at Renmin University of China business school, suggests that developing private brand is also a way for retailers to pursue differentiation.

According to the information of the American private label manufacturers association, the proportion of self owned brand goods in supermarket sales is 40% in the United States, 32% in the UK, 24% in France and 23% in Canada.

The famous American Sears retail companies has 90% of its own brand.

By contrast, the proportion of private brand in the overall domestic sales is less than 1%.

According to statistics, in the United States, Europe and other regions, the total gross profit margin of self-employed department stores can reach more than 40%, while in the domestic market, the gross profit margin of department stores in Beijing and other tier cities has dropped to about 20%.

The reporter contacted some shopping malls and got the information that there were not many shopping malls to develop their own brands.

According to the information, AEON International Mall has its own clothing and food brand "TOPVALU", and there are 7 subordinate brands below, which have more than 5000 kinds of merchandise.

These own brands have won a lot of customers' approval.