Clothing Brand Tries Water City Complex, Develops Marketing Channel.

Commercial property seems to be in the golden age. After a large number of private capital being injected into commercial real estate, the one-stop urban complex that can meet various needs of consumers has become a popular choice for commercial real estate investment.

And for those who love street shops.

Brand, the urban complex and shopping center have also become the new channel for the marketing department to pay attention to.

To this end, Barbara even set up a special urban complex project group.

Cheng Xueguo's Sina micro-blog certification information is "Bala Bara East region minister and senior manager of the urban complex", in fact, this is an old position. After the Spring Festival of 2012, the urban complex project group was independent from the sales area, and Cheng Xue Guo is the group leader.

New channel

Entered in 2003

Cheng Xueguo has been engaged in the sales of Barbara brand. In his view, the development of Barbara in 2002, after 10 years of development, has reached a peak in terms of channel expansion and sales scale.

After 10 years of development of traditional channels such as street shops, Barbara marketers found that rental costs were increasing and resources were becoming more and more limited. Shopping centers and other emerging formats were increasingly showing their value.

"Commercial real estate has entered a rapid development stage in China, and many department stores are also upgrading to shopping centers.

There are more and more urban complexes and shopping centers in the second tier cities, and have infiltrated into the three or four tier cities.

Cheng Xueguo said that the urban complex project group of Barbara was set up under this background.

In recent years, such as UNIQLO, ZARA, H&M, etc.

Many shopping center developers are honored guests, and consumers are in the rush.

"Because their carriers are good and the shopping environment is good."

In Cheng Xueguo's view, the brand should be high and upward, and the shopping center is an effective carrier. With the help of this new channel, the sales scale can also be enlarged.

"One of the brands of clothing companies such as clothing, Hector, silk and so on is to choose shopping centers and department stores, and rarely open street shops alone.

Especially in the past two years, the development of a good hot wind, its channels are shopping centers and department stores, its marketing department is to become a strategic alliance with these shopping malls.

Cheng Xueguo said that the practice of brotherhood gave them great inspiration.

Now, Barbara, which has more than 3000 shops in the country, most of which are paved by the street, has also looked at this new channel and tried to try to be shallow.

Cheng Xueguo said: "the development of department stores is relatively mature, and the cost of entry is relatively high. Shopping centers belong to relatively new formats, and are still in the development stage. For brands, there is much room for choice."

New problems

In Cheng Xueguo's view, the domestic shopping center is in a period of rapid development. The opportunities for retail brands to enter are bigger, the cost of early entry is lower, but at the same time, they also face greater pressure.

"Many shopping centers are newly opened and have a long incubation period. For general brands, there is a lot of pressure on business, and sometimes sales are hard to support rent costs."

After the incubation period, the operation team of the shopping center will reconfirm the rental amount according to the retailer's sales situation.

"Unfamiliar sites are charged with financial risks, and mature farms bear high rental risk."

Cheng Xueguo told the clothing Times reporter.

For Barbara, children's clothing is a sub category that will also encounter problems when communicating with shopping centers: because the industry is small, children's rents are limited, and their rental capacity is far less than that of men's, women's wear and casual wear brands.

Because the rental capacity is weak, children's wear brands can withstand the lower rental unit price, so the floors are high, and the size of individual shops is also small.

In fact, when Cheng Xueguo was in contact with some shopping centers, he often said to him, "our shopping center is positioned to be young and fashionable, not to be a child."

In Cheng Xueguo's view, this is unreasonable: "the shopping center must be dominated by family consumption in the future. Now there is no mistake in positioning the young fashion, but facing the" 80 generation "and" after 90 "consumer groups; but when these consumers become parents, where are they going to spend money? How should your fashion orientation continue?

He believes that shopping centers should focus on developing follow-up consumers even if they are young and fashionable.

In addition, some shopping centers will question the profitability of children's clothing brands and assume that they can not match sales performance with rent.

"This requires the brand to upgrade when the channel is upgraded."

Cheng Xueguo said that at present, most of the shopping centers in Barbara are full category and all age flagship stores, so as to enhance the sales performance of single stores.

New attempt

Since the establishment of the urban complex project group, balbala has opened more than ten stores in the shopping center.

Cheng Xueguo believes that this is a useful attempt for Barbara brand.

In recent years, the drastic changes of market channels are exerting a subtle influence on the existing management mode and competition pattern of children's clothing industry.

Balbara has obviously noticed this.

In a public report, they wrote: the cost of terminal channels has been rising continuously, and the emergence of internationally renowned brands and domestic new brands has constantly emerged. E-commerce channels and commercial squares and urban complex channels have been constantly differentiated from the original clothing sales channels with department stores and specialty stores.

For being good at adapting to the current situation and being bold and innovative.

For example, it is not difficult to try hard in new channels.

In fact, during the 10 years of development, balbara has many innovations in the channel: at the beginning of the brand, the virtual management mode was boldly adopted; in the domestic children's wear industry, the sales mode of the exclusive store was first launched; in 2006, the channel strategy of "small town opening big shop and big city opening many stores" was put forward innovatively.

Today, the emergence of a new urban complex project group is regarded as a bold attempt by Barbara to adjust and upgrade the channel.

"This is an attempt.

This work has already shown the effect, at least we have clear about the operation mechanism of commercial real estate and shopping center.

This is a good foreshadowing for the late channel development of the company.

Cheng Xueguo said.