Adjustment Of Brand Differentiation Route Beijing Malls Men's Clothing Has Become The Focus.

Huarun multicolored city has added children's paradise to the obvious characteristics of family shopping. 　　

In the first half of this year, many shopping malls in Beijing carried out targeted brand adjustment.

Statistics released recently by the China National Business Information Center show that in the first quarter of 2012, the number of retail sales of hundreds of major retail enterprises increased by 8.78% over the same period last year, and the growth rate slowed down 19.72 percentage points over the same period last year, a new low in the past two years.

The first quarter is a low season. Cosmetics are the most solid sales guarantee for this period. Most stores in Beijing will hold cosmetic Festival promotions, but this year's sales are not ideal. "Business is becoming more and more difficult," industry insiders said. The sharp slowdown in sales growth of large retail enterprises is already obvious. With the increasing operating costs of energy consumption, property and human resources, profits will shrink if sales growth does not keep pace.

In this regard, the major shopping malls in Beijing are more precise in pursuit of brand adjustment, so as to maximize customer satisfaction and promote sales.

　　 Adjust brand according to passenger flow situation

In the first half of this year, Zi he department store carried out a modest but targeted brand adjustment. Department stores mainly aim at four or five levels of shopping malls. Men's Wear The dress has been adjusted: Men's shoes are transferred from the five floor to the four floor, and the men's shoes are adjusted to the empty position, which is used to expand the size of men's wear counters, so as to improve the men's clothing, especially the number and sales proportion of men's formal brands. Four layers of seasonal products such as cashmere wool, thermal underwear and so on are transferred to the next floor, and the four level adjusted is mainly used for the development of men's casual wear.

According to Liu Feng, Minister of business of Zi he general merchandise department, in recent years Men's consumer goods market Gradually growing, and the single floor area of Zi he department store is small, and the original men's clothing planning on one floor can not meet the needs of consumers. In the past two years, the department store has continuously increased the brand of men's clothing, especially the proportion of youth leisure and men's casual wear brands in shopping malls. After the completion of the four tier shopping malls in March and April, sales in the first 20 days of May doubled compared to the same period last year. Visible, this adjustment is in line with market development requirements, and fully recognized by the market.

Huarun's colorful city, which has just opened for a year, has also adjusted its brand according to the passenger flow. Huarun five color city operation Department in charge of the person in charge of the introduction, at present, five color city mainly in the neighborhood of 3 kilometers of community groups, family shopping is particularly obvious, the push baby car especially many customers, the day is the old man pushing baby car, the evening is young parents pushing baby cars. Therefore, the demand for this part has been fully excavated. This year, three or four stores were adjusted, mainly the lower known clothing categories. They combined to make a children's playground. They had a large array of guns, which were two stories tall, playing for 3 to 6 years old children. It also added a matching travel agency. During the mother's day, many customers came here to book travel products, and the results were very good.

　 Taking differentiated operation as the main line

Relatively speaking, Europe and the United States should consider more problems, because it is close to Zhongguancun Plaza shopping center and new central customs shopping center. "The target and direction of our adjustment is still differentiated management as the main line, so that the existing business circles in Zhongguancun can get better form of complementarity." Wang Suping, deputy director of Sino US foreign exchange leasing property, said that the target groups in Europe and America were mainly white-collar and college students in the surrounding offices. Based on the characteristics of these customers, such as young, fashionable and sensitive to new things, the next step would be to introduce more fashionable brands suitable for new and new people, and increase some ladies' brands. In general, the adjustment direction is to make further optimization on the basis of the existing brand positioning. Europe and the United States have also adjusted some brands this year, such as the replacement of SPR coffee from DE CHOCOLATE from Korea. In order to provide a better shopping environment for guests, a coffee shop is set up for one or three floors in the shopping center of Europe and America for guests to take a nap. The new brands are also imported from the US. Women's wear Berrantti, the new image will soon be with you.

There are more shopping malls around APM in Beijing. "We value the surrounding business passenger flow, and the young shopping flow, and introduce catering and related brands according to the preferences of these people." Cai Zhiqiang, general manager of APM in Beijing, introduced a number of fast food restaurants for young people last year. In this year, there will be large-scale catering businesses such as Lukang, Hong Kong, and Hong Kong style restaurants. After adjustment, catering accounted for nearly 30% of the category, an improvement over the past.

According to the feedback from customers, the sales of food and beverage this year have been improved as compared with last year. But Cai Zhiqiang said that the proportion of food and beverage will not be higher, because restaurants and movie theaters, though they can bring large passenger flow, have lower rents. "We like to be able to drive passenger flow and queue up, like a grandmother's home."

Beijing APM has another important adjustment this year, that is, desalination campaign brand. Cai Zhiqiang said, because sports brand does not represent the trend of development, and ordinary shop sales also no fashion shop. Therefore, the original sports brand on the ground floor will be adjusted to a higher floor this year. "In the future, sports brand will appear as a form of shopping mall, not a main trend. After adjustment, the rental pressure of operators will be much lower, which will be better for their performance."

　 Focusing on developing exclusive experience

As for high-end shopping malls such as Financial Street shopping center, this year is mainly to enhance the brand level and create more flagship stores of front-line brands, such as LOEWE and Chlo, which have been reopened, and Zegna, which is about to be rebuilt, is also a flagship store at the national level. "After becoming flagship store, the whole range of products will be put here, and a brand can meet many needs." Bao Jian, director of Financial Street shopping center, said this is a big improvement.

There is another important change in Financial Street's adjustment this year, which is to make more experienced categories, such as golf, catering, SPA, cinemas and so on, are all experiential shopping needs.

Brand adjustment is just the first step in marketing. Next, we should organize various activities to promote sales, such as selling gifts, discounts and other activities around the merchandise.

but Yansha friendship mall General manager Zhang Yuejin believes that discount is not the best measure to maintain customers, including the VIP card of Yansha, or discount card. Zhang Yuejin said that attention should be paid to the cultivation of long-term customers and the improvement of customer lifestyles. Although these measures did not immediately bring sales, it maintained customer loyalty and maintained the relationship between long-term customers and businesses.

And Yansha basically emphasizes precision marketing, because Yansha's membership system fully supports this, that is, preparing a ceramic appreciation for a small number of customers' exclusive activities, such as customers who like ceramics, and inviting them to participate in the roller skating competition when they or their families like roller skating. These exclusive activities enable customers to feel more enjoyed.

Facts have proved that the marketing mode that guides customers' life style is also highly responsive to customers, and the effect is very good.