A Journey Of Business Change: A Debate On Being Late

Frank owns a luxury online shopping website, and recently plans to open a physical store.

After many setbacks, he was in the middle of a family in Lujiazui. High-end In the mall, she takes a 50 square meter berth, so she pays 1 million yuan a year.

The high cost of rents and so on made Frank helpless, which made him envy those big brands.

For example, a luxury brand in Italy settled in Shanghai, not only in the past few years, but also subsidized 20 million yuan for decoration.

A department store in Wuxi also posted a $30 million French luxury brand.

In addition, the big buckles have only 2% to 3% buckles for shopping malls. brand More than 20%, let alone the brand at the bottom of the sales volume.

As a result, in December 2011, five ministries and commissions such as the Ministry of Commerce and the national development and Reform Commission jointly issued a "work plan to clean up and clean up large retailers to violate the regulations of suppliers".

According to the plan, it is necessary to clean up and rectify the major retail enterprises and subordinate stores that use the dominant position of the market to illegally charge the supermarkets, department stores, and electrical professional stores to suppliers.

Subsequently, the China Chain Store Association organized a "communication policy on retail trade policy" in Beijing.

More than ten retail enterprises came to participate in the communication. They thought that the explanation of the charging items mentioned in the document should be refined.

In fact, what business really needs is the change of mode and the improvement of its own quality.

Just after the new year's day in 2012, news broke up on Chaoyang Joy City and department store Jusco.

In fact, at the beginning of the opening ceremony, the main store Yong Wang Jusco was regarded as a major selling point by Chaoyang Joy City, while the adjustment of the main store was rare in Beijing.

Chaoyang Joy City said that the adjustment is because the brand positioning of the two sides is not very consistent.

In fact, Chaoyang Joy City is constantly adjusting. Last year, more than 100 brands were drastically adjusted and many brands were introduced.

From the beginning of the opening stage, the "family city" was built to create a consumer destination for all the fashionable young people in Beijing, at least in the eastern part of Beijing.

In the industry's view, two years of continuous adjustment will enable the accumulation of customer resources in the early stage. face Risk of loss. At the same time, it is likely to be lost in the cultivation of consumer loyalty.

Pacific department store, which once occupied the market share of 1/4 in Beijing ten years ago, closed the only two stores in Beijing last year.

As a matter of fact, several shopping malls similar to Pacific department stores have relatively stable consumer groups beside the Pacific department store.

However, the condition of the passenger flow in this store is not satisfactory, which makes people doubt the positioning of the Pacific department store and the marketing strategy of dislocation operation.

Similarly, in early 2011, the Tianshan commercial building located on Tianshan Road in Changning District was closed again.

"Business was very good before," Qin Jiayuan, who lives in Tianshan two village, recalls. "But after decorating, the popularity was much worse, but the price was far too high."

After two years of insisting, Tianshan merchants finally changed their positioning to high-end brands.

According to media reports, business profits before the closure of more than one thousand, compared with the shrinkage of nearly half in 2003.

In fact, since last year, Shanghai gold center luxury goods. colony The flagship store in the eastern part of Huaihai middle road has been opened, and the LV building of Hongqiao commercial area is under construction.

"The biggest problem of Shanghai business circle is that it is high-end, ambitious, and even there are comparisons among different districts." Zhu Lianqing, director of business research center of Shanghai Academy of Social Sciences, said.

Shanghai business has gone astray.

In fact, blindly taking the high-end will only constrain the pace of development.

Similarly, separated by a road, Lotte Yintai's scarce passenger flow and Wangfujing huge flow of people has formed a huge contrast.

It is understood that Lotte Yintai department store was opened in 2008. High-end A large number of overseas top brands have been introduced.

However, the overall positioning of Wangfujing street is tourist shopping street. For the younger generation, they preferred China World Trade Center or Singapore for luxury goods. And Yintai location is relatively north, plus another intersection, tourists from south to north are mostly roads.

This will be the reason for inflow of intime passengers.

While Gome sports came out in a high profile for a year, it ended up in stores.

"Gome's attempt is no problem, the problem lies in Gome's understanding of this industry." Zhang Bingwu, a senior brand marketing expert, said: "the advantage of Gome lies in the resource advantages of terminal outlets, the occupation of terminal outlets and business circles, but its resources in sports goods are equal to zero. Such a result is not very unexpected."

According to introducing, the home appliance brand profit is low, so when integrating channels, Gome has bargaining power.

However, the profits of clothing brands are higher, and their distribution channels are also mature. In order to integrate sports goods industry channels, Gome sports has no advantage of bargaining power, and it is much more difficult.

In addition, most of the cooperation with Gome sports is the distributors of major sports brands. There are not many brands directly connected with manufacturers, while agents have many channels at the same time.

In fact, business transformation is also being attempted.

"The European Boutique House of Oriental Shopping Center is its general agent and distributor. The annual sales of French commodity week and Italy commodity week are all purchased by the Bailian team of their own buyers," Li Guoding said.

In fact, Wangfujing, Yintai and Jin Ying have begun to seek new self exploration.

In the face of the phenomenon of high brand overlap in department stores, NOVO department stores began to "niche strategy", and they turned their attention to "niche customers" - or fashion alternative or high-end luxury.

They believe that as long as they are guaranteed to be unique in their products, fashion addicts who do not worry about pursuing individuality are paying the bill.

In Hangzhou, p+, which is a pioneer in the world, is a "luxury free, fashionable and rational" personality. Ma Jun, the manager of the planning department, has been outspoken. "Aiming at the positioning of the wealthy white-collar workers and the rich two generation, we have introduced the most fashionable brands such as American brand BCBG, Italy brand B&G and so on. This high-end positioning and other petty bourgeois positioning can be staggered."

Actually, in fact, the "HQ" Shang Ke department store and the new world women's department store, which appeared on Wangfujing last year, are actively exploring the development path of small shopping malls.

This is the first step in commercial refinement.

It also provides conditions for brand selection channels.