Chaoyang Joy City And Yong Wang Department Store Marriage &Nbsp; Fast Fashion "Foot In"

When personality, fashion and diversity become the mainstream of consumption, when the experience consumption expands from the first tier cities to the two or three line market, the shopping center is like lotus on the water, which attracts all kinds of fans, such as developers, operators, consumers and so on. But the popularity of the Department stores along with the shopping center is gradually declining.

With Beijing Chaoyang Da Yue Cheng and Aeon Stores The industry has even asserted that the era of shopping malls to department stores has arrived. Is it too sensitive, or is it too obvious for a shopping center to split up? When a department store that is difficult to change meets a brand new shopping center that is born with innovation and change, it does not change. Marriage change "

Bundling or loosening?

For a long time, the coexistence of department stores and shopping centers seems to be a natural match. It is hard to imagine what a shopping mall without a main store would look like.

However, when the news of the cancellation of the agreement between Chaoyang Joy City and Yong Wang Department Store came out, such a talk seemed to have turned into a bubble. Some people even envisaged that the shopping center would gradually go to department stores, which made the department store industry that had not yet left the "winter" covered with a layer of ice cream.

Huang Guoxiong, a professor at Renmin University of China, thinks that shopping malls are too extreme for department stores, but department stores must constantly change in shopping centers, otherwise it will be difficult to keep pace with the development of shopping centers.

This seems to confirm the rationality of the rescission of Chaoyang Joy City and Yong Wang Department store. The "marriage" between the two industries was once favored by the industry. But after the two sides broke up, the responsible person of Chaoyang Joy City explained that the brand of the Yong Wang Department store can not fully satisfy the customers' needs for "youth, fashion, fashion and taste".

Moreover, in recent years, it is not uncommon for department stores to encounter "shopping off" cases in shopping centers.

Kate's Dragon dream shopping center, and many shopping centers in Hongkong, there are few department stores, and even department stores are gradually retreating department stores.

After the opening of the blue port, the department store has changed to every cramet shortly after its opening. In the adjustment and upgrading of Shanghai's Zhengda Plaza, the operation area of the main department stores was also reduced first, which provided the possibility of introducing fashion brands, catering and entertainment. However, a series of cases, such as the withdrawal of Hong Kong Hui square, the new department store of Shanghai port, the Dragon dream of Zhongshan Park, and the department store of dragon dream, are all evidenced by the fact that the shopping center is moving away from the department store.

Industry experts believe that, with the rapid rise of the income of the new middle class, they gradually formed a unique taste and aesthetic concept, which reduced the sensitivity of the Department's sales promotion and discounts, and increased the demand for catering, entertainment and other experience formats. The demand for shopping environment and whole journey experience was also more demanding. The restriction of the department stores on the management area and the type of operation was dwarfed, and even the phenomenon of shopping center's passenger flow back to department stores appeared. As a main store, the department stores affected the shopping center's overall positioning to a greater extent, which became the main reason for the contradiction between shopping centers and department stores.

Fast fashion "foot in"

More importantly, there is a subtle change in the relationship between shopping centres and department stores, because more and more brands are available for shopping centers.

In recent years, international fast fashion brands have increased their entry into the domestic market. A series of conditions such as shop area, display surface and so on, which are required by the brand, are in line with the shopping center. Fast fashion brands have a strong ability to attract customers, and have become the secondary main stores of shopping centers. This also reduces the importance of department stores for shopping centers, which is often one of the reasons why shopping centers value department stores most.

Zhou Yong, a professor at Shanghai Business School, figuratively said: "there are shopping centers and department stores ceasing to be released, which is closely related to the invasion of international fast fashion retail brands. These brands have adapted to the development requirements of shopping centers, and traditional department stores have been unable to get out of the dilemma of joint ventures and homogenization.

Zhang Ziyu, vice president of Shanghai Xinyuan holding group, believes that fast fashion brands cater to the tastes of contemporary consumers. For fast fashion brand enterprises, it is no longer a simple product, but a fashion feeling and youth rhythm. The brand value of fast fashion brand is constantly creating the fashion experience for customers.

Meng Fanzhong, chairman of Heilongjiang's better shopping plaza, also believes that no matter how to locate the shopping center, it is inseparable from the mainstream positioning of fashion, fashion, characteristics and experience. "In fact, all shopping center operators are always thinking about one thing, that is, how to make consumers experience happiness in shopping centers, not just selling goods." Meng Fanzhong said.

In many cities in China, several fast fashion brands are gathered everywhere in the same shopping center. For example, in Shijiazhuang, except for Lok Hui City, Wanda Plaza, MALL and Vientiane Tiancheng have introduced fast fashion brands.

What is more lethal is that although they have refined their positioning, they are all synonymous with "fashion", which are all in line with the location of shopping centers.

Department store "self Palace"

When the traditional department stores and shopping centers produce "marriage changes", the department stores tend to be shopping centers. Some brand department stores represented by Wangfujing department store and Jun Tai began to increase catering, entertainment and other experience formats.

Liu Bing, President of Wangfujing department store group, said that the spanformation of department stores was actually caused by the different needs of consumers. In the next 5 years, the market segmentation of department stores will become more obvious. There will be great room for development of the featured department stores. At the same time, because consumers are not only shopping in shopping malls, shopping malls have become the third living space apart from homes and units.

However, these department stores giants also gradually realized the threat of shopping mall mode to them. Zheng Wanhe, chairman of Wangfujing department store, told reporters that the comprehensive department store featuring the shopping center is bound to be the trend of shopping malls. The future department stores will be more and more injected into the shopping mall elements to meet the diverse needs of consumers.

On the surface, department stores are shopping centers. Is the format really changing?

"Actually not." Guo Zengli, director of China shopping center industry information center and director of the Asian Shopping Center Association, believes that during the spanformation of shopping centers, department stores have formed a more comprehensive living space by expanding the functions of existing department stores, such as increasing food and entertainment, etc., but in fact, they are different from shopping centers. Shopping centres are doing property, while department stores are making goods. From this perspective, it is easy to see the essential differences between department stores and shopping centers.

So in the mainland and Taiwan, shopping malls are becoming more and more popular in department stores, and the area of department stores is bigger and bigger. And the increasing size of department stores is only a unique phenomenon in Asia. Guo Zengli said.

"From the current market situation in Beijing, the shopping mall is still dominated by department stores. Although shopping centers are becoming stronger and stronger, the traditional status of department stores and their status in the hearts of old customers will not be shaken for a short time. Guo Zengli said.