Jin Yuan New Lufthansa MALL Introduces International Brand To Make Brand Adjustment

Not only because it is China's first real Shopping Mall, but also because reporters have unwittingly discovered that many brands born in Shenzhen are quietly growing up here. In order to understand the new trend of the first Shopping Mall, the protagonist of this reporter's interview is Shi Xiaobing, Minister of investment promotion and operation of Jin Yuan, new Yansha MALL.

Many people are puzzled by this giant. There are many names on the buildings of 1 Yuanda Road, Haidian District, Beijing: Jin Yuan shopping mall, Jin Yuan new Yansha MALL, the eastern Yansha friendship mall, and the middle section is your friend building.

"Century Jin Yuan shopping center is the owner of this property. Jin Yuan's new Lufthansa MALL is part of it, including high-end department stores, Yansha friendship mall, city fashion department, two main stores and 500 brand stores. Shi Xiaobing, Minister of investment and operation of Beijing new Yansha Commercial Co., Ltd. unraveled reporters' doubts.

Since its opening in October 2004, it has turned into a profit deficit in 3 years. Since then, business sales have maintained two digit growth for many years. The new Yansha MALL, which has entered eighth years, has achieved nearly 100% of its opening rate, and is thinking about how to upgrade its brand to a higher level. "Jin Yuan"

Welcome to the store.

About two months ago, Jin Yuan's new Yansha MALL ushered in "PAUL FRANK" on the third floor, and opened 150 square meters of shops. Sales in the first month reached 710 thousand yuan, ranking second in the country.

People who are familiar with big mouth are all aware that most of the stores opened by this brand are classified into three types according to their categories. clothing Shoes, home life. Its agents usually only represent one category of products, but the new Yansha MALL has persuaded the brand to integrate three categories of products and settle in Jin Yuan's new Yansha MALL.

Multi category, multi brand store is a popular type of shopping center, but also a form that Shi Xiaobing likes.

Most of the goods in department stores are sold by category. shoes A certain layer of women's clothing is sold, and women's clothing is divided into less clothing and women's clothing by age. For example, Jin Yuan's new Yansha MALL main store Yansha friendship mall, more than 40 thousand square meters of shops to accommodate thousands of brands, each brand occupies a relatively small area.

If a big mouth monkey is stationed in a department store, its shoes may be on the first floor. Some of the clothes may be on the third floor. The home life class may be on the five floor, so a brand in the department store may be "carved up" to three or four floors. In the shopping center, its products can be aggregated into a shop, and consumers can save time in shopping in this shop.

"Now we are more inclined to do more brand and multi category stores, and we have been working in this direction in recent years." Shi Xiaobing told reporters that Jin Yuan's new Yansha MALL could add another 20 or so stores this year and divide each store area into 150-300 square meters. Because data analysis shows that most of the shops with high efficiency are in this area.

Shi Xiaobing is also actively communicating with brands, telling them that shopping centers and department stores are different. "Although the shopping center is large in size, its brand may not be as good as a department store with an area of twenty thousand or thirty thousand square meters, which provides consumers with fewer choices and services. So we advocate the collection of brand and category in a single store. This is the direction that Shi Xiaobing and his colleagues have been thinking about in recent years.

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Jin Yuan, the first floor of MALL, has an underwear flagship store. It is one of the 86 "veteran" merchants who have grown up with this shopping center. Since its opening in 2004, the more than 460 square meter flagship store has become a brand incubator for underwear. It includes its own brand and product line, "Aimer women", "Aimer men", "love child" (Aimer kids), and "admiration". Underwear "(Aimer body)," IMI "s (IMI)," LA "," love "(Shine Love), swimsuit, etc., also include the overseas high-end brand Bechic collection agency of the company, and the personalized underwear and dress custom studio.

However, with the differentiation of the brand's own needs, the company has gradually opened some brands and series to other floors, such as the IMI's s on the two floor and the Aimer kids on the four floor. Such differentiation also seems to pave the way for Jin Yuan's new MALL. "In the future, we may also face the situation: with the development of brand, the good location of the first floor will be improved, and more international brands will be introduced." Shi Xiaobing said.

Love international fashion

Yes, Jin Yuan's new Yansha MALL will introduce more international brands in the future, which is one of the directions of its brand adjustment in the future.

Like many mature shopping centers, there are many brands waiting for Jin Yuan's new Lufthansa MALL. Shi Xiaobing introduced that the first and two floors of Jin Yuan's new Lufthansa will be adjusted to internationalization and fashion. The target brands include Armani Jeans, Armani Exchange, DKNY, DKNY Jeans, CK and other international leisure brands. "We just don't do the men's formal clothes, so we are doing business with the Yansha friendship mall." Shi Xiaobing said.

And the third floor of Jin Yuan will increase the number of outdoor brands and enhance the brand level, and gradually reduce the basic sports products. Shi Xiaobing believes that the outdoor industry is a sunrise industry, and the outdoor area on the third floor of Jin Yuan has become a must for foreign outdoor brand executives to come to Beijing. This year, the three brands of The North Face, Pathfinder and Ozark have expanded their shop area to a flagship store of more than 260 square meters.

10%-15%, this is the brand replacement rate of Jin Yuan's new Lufthansa MALL every year. In the first few years of operation, this proportion is even higher. "When opening, shopping centres pay more attention to the opening rate, and the more attractive brands or projects, such as catering services, functional services, etc.". Shi Xiaobing said that in China, shopping centers do not have a formwork, and Jin Yuan's new Lufthansa can only go forward in search. However, it is gratifying to note that Jin Yuan's new Lufthansa MALL has always maintained over 90% of the high opening rate, and now it is over 98%.

If we say that in the first few years of opening up, Jin Yuan's new Yansha MALL is facing more passive adjustment. Some businesses are leaving because of poor management. Now they are more active in adjusting and upgrading the brand. "At different stages of the development of shopping centers, the adjustment principles are different. In the future, more attention will be paid to the proportion of well-known brand names. A phased adjustment is the introduction of a brand at the right time, which is beneficial to both sides. " Shi Xiaobing told reporters.

Luxury is undoubtedly a treasure place for businesses to compete. Jin Yuan's new Yansha MALL is no doubt optimistic about the market prospects of luxury goods. In August this year, a luxury collection store which will gather four brands of GUCCI, BURBERRY, DOLCE&GABANNA and FENDI will open on the first floor near Yansha friendship mall, covering an area of 288 square meters.

"Luxury stores require the location and approval of foreigners, and the hardware requirements of shopping centers are also very demanding. And if the luxury stores do well, they will expand the area in the future. Shi Xiaobing said.

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The one or two floor refuses fast fashion.

The age of the original target group is growing, and the new consumption force is rising. Jin Yuan, new Yansha MALL, is also thinking about how to better meet the needs of the post-80s generation. Some customers have been so commented on Jin Yuan's new Yansha: "young women's clothing brands are fewer, and there are no fast fashion brands such as H&M, C&A and ZARA.

For the fast fashion brands that many new shopping centers are following, Shi Xiaobing thinks they have an edge in attracting young fashion customers, but he will carefully weigh the problems they may bring.

"Fast fashion brands are good at location, large area, low rent and long contract period, which will also impact some existing brands." This is the "five crime" that Shi Xiaobing enumerates in the fast fashion. "For example, some shopping centers, ZARA occupy a good position, sell well, other brands have been affected."

Jin Yuan's new MALL began to contact some fast fashion brands in the third years after its opening, but the conditions put forward by the other side were too harsh. "It wants our first floor, two floor (one support two), the elevator should be installed directly in the store, the property conditions are difficult to meet its requirements."

Moreover, for a shopping center with a business rate of over 90%, the introduction of a fast fashion brand by more than 2000 square meters means that it will replace more than a dozen original brand merchants. The rent charged may only be 1/3 or 1/4.

Fast fashion brands usually cooperate with newly opened shopping centers to get to the two floor of the first floor, which is a good deal for new shopping centers that need market cultivation. And entering a mature business, it can omit the market incubation period. Shi Xiaobing revealed that UNIQLO will be located in the second half of this year, Jin Yuan's new Lufthansa MALL, located on the third floor of the west side.

"It's hard to talk about it, but UNIQLO agrees that Jin Yuan's new Yansha MALL is a mature shopping center with a good flow of passengers, and that putting the UNIQLO on the third floor is not a big loss for new Lufthansa MALL. In this way, both sides will take what they want. Shi Xiaobing said that Jin Yuan's new Yansha will also introduce other fast fashion brands in the future, but the location will still be the third floor and the four floor.

Reporter: do you often visit the clothing professional exhibition to see the brand dynamics?

Shi Xiaobing: we will visit some of the larger fashion shows in China, such as Beijing, Shanghai, Shenzhen and Hongkong. In July of this year's Shenzhen trade fair, our department will arrange five or six visits. There are many two local brands in Shenzhen and Guangzhou. For those newly introduced brands and merchants who are going to renew their contracts, we invite businessmen to visit the Brand Company on the spot.

Reporter: what are the Shenzhen enterprises / brands in Jin Yuan's new Lufthansa MALL?

Shi Xiaobing: there is a fashion club on the first floor of the film group. There are many women's clothing brands in Shenzhen, such as ladies' house, monsoon, TANGY, odbo, Ein, Mondial, MAPLE AROMA, La pargay, Li Hong international, Mu Lan, seven color hemp, An Ruijing, fishing, RIME, JETEZO, Champs, and so on.

Reporter: Why did Jin Yuan introduce the new Yansha? What do you think of the brand market outlook that advocates environmental protection?

Shi Xiaobing: it is a designer brand, advocating the concept of environmental protection. In the past two years, the market of designer brand is not bad. We are concerned about it because it sells well in shinguang world. With the improvement of people's income and the enhancement of environmental awareness, I believe these brands will have a large number of loyal consumer groups. It is about to open on our third floor, with an area of more than 160 square meters.