Trend Store NOVO Wants To Pform

In the past two years, Hongkong

Status quo: poor location results in business indifference.

In March 18th, reporters visited Beijing NOVO department store.

At the end of the week, many of the brands in the shopping malls were selling discount activities as low as 70 percent off or 50 percent off. However, the reporters found that consumers who came to the checkout counter were few and far between.

Why is such a fashionable shopping place showing such a cold and cheerless situation?

At the four floor of NOVO department store, a well-known brand guide at home and abroad told reporters: "although the monthly sales volume of our store is very high in the shopping mall, it is not as good as the sales volume of our brand Xidan store.

Everyone went shopping in Wangjing commercial street, but NOVO opened in the Fifth Ring Road of the city, so far away from downtown, who will come here to spend.

According to the reporter, the brand was originally built by the mall itself, and then sold by another company because its sales volume was not satisfactory.

In subsequent visits, including women's clothing brand, men's clothing brand, small trend brand and other shopping guides, the shopping mall's deserted situation all pointed to the "etiological factor" of incorrect site selection.

For the improper choice of geographical location, shopping mall planning execution Zhang Bo said this is also a helpless move.

"Because the initial funds are limited, we choose to set up shopping malls here.

Although NOVO has been relatively quiet since its opening up to a year ago, it is also moving forward in its continuous exploration. It has gained a lot of experience from channels or terminals, but I believe that the NOVO that will be adjusted will go farther and longer. "

In addition, the lack of small brands is another incentive for shopping malls to become desolate.

Zhang Bo came to a backpack counter and picked up a knapsack. He said, "this brand of bag is very popular in foreign countries. Many people who play skateboards have two backpacks on their backpacks. They are used for hanging skateboards. If I don't say, will you know what it is for, and there are many similar brands, such as CR, DAKINE and IPATH."

Zhang Bo told reporters: "though" minority "is very popular in foreign countries, we find it difficult to do" niche "in the market of Beijing. Although the market prospect of" niche "is good, the reality is bone, so we have been constantly adjusting.

Many older consumers can't even find their own products in NOVO, which will directly affect the sales and spread of shopping malls.

For example, new light world, Joy City, etc., where the trend of many brands, consumer preferences have also been met.

Indeed, the choice of geographical location and past business models, including those not known by the public, have directly contributed to the weakness of NOVO trend stores today. NOVO should urgently need to make adjustments.

Transformation: introducing famous restaurants to create community department stores

NOVO department store in Wangjing West Road, Beijing, opened in March last year.

At present, NOVO is actively carrying out a new round of investment promotion. The intention is to introduce some well-known brands of catering, as well as a wide range of popular brands that are popular with consumers. It does not exclude the introduction of some fast fashion brands. It wants to build NOVO into a community oriented department store that can meet the needs of consumers around the world and have a complete brand, so that consumers can enjoy a one-stop shopping experience.

Zhang Bo said: "we need to re classify the brand and product categories accurately.

Therefore, NOVO will re adjust the brand layout, and adjust about half of the trend brands to other forms, such as women's wear, men's wear, children's world and tidal zone will be divided according to the floors.

In order to take into account the high consumption ability of foreign consumers, NOVO still takes the "trend" as the main business direction.

At present, the sales volume of NOVO PIUS of NOVO trend department stores is gratifying. NOVO PIUS is one of the forms of NOVO self run concept. It has mature shop store experience, and has practiced the "buying system" for 10 years.

NOVO PIUS is now selling very well in Shanghai and Guangzhou, and NOVO itself is also optimistic about the market with huge sales potential in China. First, it is doing shop in Shanghai, and then gradually covers many large and medium-sized cities in China. The mature self-management system also accords with the management concept of NOVO trend department store.

"But relying solely on a store to hold up the entire shopping mall is an Arabian tale. We will make use of the appeal of NOVO PIUS to enrich the brand category of stores in the form of store stores, and then subdivide new brands into all floors. It will not only satisfy the needs of the trend consumers, but also enable the masses of consumers to find their favorite products in NOVO."

Zhang Bo said.

In order to avoid the phenomenon of "homogenization" in the retail industry that will soon be faced after the pformation, Zhang Bo told reporters, in order to avoid the decrease in profits caused by the price war, "NOVO strives to avoid duplication of the brand in the shopping malls near the business circle, and will attract the brand and fast selling brand with high consumer stickiness, so as to train NOVO's own consumer groups."