Beijing Shopping Center'S Poor Clothing Store Was Retreated.

In the first half of this year, all the major stores in Beijing made the brand adjustment, and the clothing was the brunt of the first half of the year.

The first Grand Canyon was retreated at the beginning of the year.

For the introduction of internationally renowned early education institutions, Huarun multicolored city has adjusted three or four low profile clothing stores to make a children's playground. The original sports brand of Beijing APM on the ground floor will be pferred to a higher floor this year to relieve its rent pressure.

According to the statistics from the China National Business Information Center, the retail sales of clothing commodities increased by 7.41% in the first quarter compared with the same period last year, a 18.82 percentage point increase over the same period last year.

In the first quarter, the sales and sales growth of clothing products were the lowest in the past three years.

Among them, men's shirts, T-Shirts, jeans and other commodities under the impact of online shopping, the most obvious decline.

PEAK, Anta, Lining and other local sports brands, in the case of raw materials, store rentals and manpower costs rise, the profitability of single stores has not improved in a timely manner, and their performance has also declined.

What is the status of clothing products that once "unified" in the department stores, and what are they going to do in the emerging shopping centers?

The clothing store with poor efficiency was cleared.

In the first quarter of the year, salesmen in many shopping malls in Beijing are "idle".

"Now everybody comes to the mall, not to eat, but to watch a movie."

A clothing salesperson in a shopping mall said helplessly that even those who went to the clothing store tried more and bought less, because most people chose online shopping.

The first quarter was originally off season, and sales this year were even bleak.

"The clothes in the mall are too expensive, and thousands of times!" many consumers also expressed their gloomy mood, so shopping in the mall is a pleasant thing.

A consumer said, "do not go shopping without knowing that you are poor."

In contrast to the neglect of clothing formats, children's formats are much more lively.

In May 24th, reporters at the first floor of the Grand Canyon 3 floors to see that the newly opened "four-wheel drive track" has brought together a lot of small customers.

At the beginning of this year, in order to introduce the internationally renowned early education institution "Philharmonic international early education center", the first Grand Canyon retreated two clothing brands.

Huarun's colorful city has also adjusted three or four low profile clothing stores to make a children's playground.

The main income of shopping centers comes from rents. From the rent situation, the clothing retailing industry is very high, and the children's category is low. Why should we raise it low?

Li Gang, deputy general manager of the first Grand Canyon shopping center, said that the operation of shopping centers should start from the needs of customers, and rent can be made up in other ways.

The proportion of children's business is increased. One is the demand of customers, the two is that its growth is fast.

At present, children's formats, including education, entertainment, retail and so on, account for 12% of the business area of the first Grand Canyon and 12% of their performance contribution.

It is understood that at present, the "Philharmonic international early education center" has more than 100 members, with a per capita consumption of about 15 thousand yuan.

In the view of businessmen, children's formats are not only profitable, but also can stimulate family consumption.

At present, almost all the shopping malls in Beijing have matching supermarkets.

In a random interview with reporters, 60% parents said they would go shopping in the supermarket while their children were in class.

While waiting for class, many parents will also bring their children to the mall.

On weekdays, the Grand Canyon and the valley restaurant are almost full.

Among them, the seats of 2/3 are parents who bring their children to dinner.

Clothing proportion is still big head

Although the two clothing brands with poor benefits have been retreated, the proportion of retail formats dominated by clothing and clothing in the Grand Canyon is still 64%.

Zhu Lin, deputy general manager of multicolor city management center, said that the planning of the colorful city was divided into two phases. The current stage of opening has not been very popular. The main reason is that the clothing brand will be planned in the two phase of the multicolored city. The two phase of the colorful city will be opened at the end of this year, and its clothing brand will account for nearly 50% of the two phases of the business.

"Replacing inefficient brands is a common practice for shopping centres to remain dynamic, not just for clothing."

Guo Zengli, director of China shopping center industry information center, said that because shopping centers are the most important and independent retail businesses, the whole world is the same.

Now, more and more clothing enterprises are concerned about the shopping center channels, hoping to cooperate with shopping centers.

Guo Zengli believes that at present, shopping centers have high rents for clothing, so the pressure of clothing enterprises is relatively large.

On the stage, some shopping centers reduce the proportion of clothing products, because there are some changes in the whole economic environment, such as the decline in profitability of clothing and clothing brands, that is, its sales growth does not keep up with the growth rate of costs, and profits are slipped, leading to the decline of clothing brand's own ability to shop, although it has enthusiasm, but it can not be opened.

In the same shopping center, the floor is different, the location is different, the rent is also different.

This year, Beijing APM will adjust its original sports brand on the ground floor to a higher floor.

Cai Zhiqiang, general manager of Beijing APM, said, because sports brands do not represent the trend of development, and the sales of ordinary shops are not good for fashion shops.

"After adjustment, the rental pressure of sports brand operators is also much lower, which will be better for their performance."

Clothing brands and shopping centers need to be matched.

Guo Zengli, director of China shopping center industry information center, said that when choosing clothes and clothing brands, the order of China is opposite to that of the United States.

The clothing and clothing brand of the United States, the first shop is the shopping center, the second outlets are department stores, and the third is the so-called market.

In China, a large number of low-end brands ranked first in the wholesale market, second in department stores and third in shopping centers.

Therefore, the clothing clothing brand shop in the shopping center efforts, compared with the United States, the gap is very large.

Conversely, in the future, clothing and clothing brands will also increase their shopping space in shopping centers.

Guo Zengli said that in the future, clothing brands and shopping centers will find objects that are consistent with their own positioning and form a phenomenon of "match each other".

After the reporter's visit, it was learned that although the brand of clothing and apparel brands accounted for 40%, the pure sports brand and traditional formal clothing were relatively few.

Wang Suping, deputy director of Sino US leasing property, said that at present, there is a department store in Zhongguancun, which covers a relatively wide range of sports and outdoor brands.

The target and direction of the adjustment in Europe and the United States are differentiated management as the main line, so that the existing business circles in Zhongguancun can get better form of business complementarity.

The consumer groups in Europe and the United States are mainly young and fashionable customers and students. Most of them prefer some well-known fast selling clothing brands and fashion trend cards.

In addition to H&M, C&A and UNIQLO, Vans, Onitsuka Tiger, Shoes Bar and other brands also sell sports casual wear and tide shoes.

The clothing and clothing category of Financial Street shopping center accounts for nearly 70%, but there is no children's clothing or sports brand.

Bao Jian, director of Financial Street shopping center planning, said there was a brand of children's clothing, but it was removed very early, because after making consumer surveys, there was little demand in this area.

In the first phase of Huarun multicolored City, sports and leisure clothing brands are relatively large. Zhu Lin, deputy general manager of multicolored city management center, said that because there is a real Bing Bing field with Olympic standard of 1800 square meters on the 4 floor of the multicolored City, in order to form a thematic movement in the first stage, there are Nike, Adidas, Pathfinder, long day outdoor, CONVERSE, THE NORTH FACE and other sports fashion outdoor brands on the first floor.