Shopping Center Exceeds 70% Clothing Brand Similarity

It is understood that in the next three years, the average annual new shopping center area in Nanjing is between 500 thousand and 800 thousand square meters. When the retail environment is changing rapidly, the phenomenon of brand homogenization in shopping centers is becoming more and more serious.

Following the new City Plaza, a number of highly integrated shopping centers, such as Shui you Cheng, Wanda and rainbow Yue City, bring new consumption experience to consumers.

However, many fashion designers sigh that the clothing brands that are stationed in each home are almost the same. Visiting two or three places is like turning to a house. The similarity of tenants is getting higher and higher.

Huang Zong, a Nanjing city impression business management company, told reporters that shopping centres need familiar fashion brands to attract popularity, and the homogenization of brands is inevitable.

In the field survey of several shopping malls, the reporter learned that, like E-LAND, SCOFIELD, TENIE WEENIE and so on, there are also brands such as GUESS, Bai Jia, SelectED, Taiping bird, CK & Jones, GXG, ONLY, VERO and SCOFIELD, etc. in the Cowboy brand, such as BELLE, 100, ID., Adidas, Nike and other brands, these brands, which are highly recognized by the market and consumers, become the "top customers" of the shopping centers.

Roughly estimated, there are more than 70% of the shopping centers.

There is homogeneity.

The director of a new shopping center told reporters that although the shopping center was aware of the status quo of the tenants, especially the clothing brands, it tried to avoid homogenization through the introduction of the unique brands, but the share of the exclusive brands accounted for only about 40%.

Consumer groups need to be subdivided

Due to the restriction of people's flow and purchasing power, the clothing brand of shopping center is also facing the pressure of marketing.

Su Xiaoqing, general manager of Nanjing ask strategy commercial management consultant, thinks that the homogenization of shopping center brand is not a problem of a certain region, but a national problem. It is also a phased problem in the development of shopping center.

"There are too few clothing brands to choose from, which only focus on high-end, high-end, low-end, popular and other dimensions, and lack of scientific standards for subdivision standards, which results in excessive homogeneity of shopping center brands."

Su Xiaoqing introduced that at different stages of the development of shopping centers, each consumer group will present unique consumption characteristics, such as the consumption characteristics of the post-90s customers, such as individuality, randomness and willfulness. Suppliers should take these factors into account in the brand positioning and guide consumption.

Similarly, Huang Zhong, an impression business management company in Nanjing, also believes that there are so many popular brands. Some comprehensive shopping centers compete for rent, location and other aspects for the brand, especially the market and consumers, with a high degree of acceptance. In addition, the fast fashion brands offer relatively low entry threshold and rent concessions, which, to some extent, cause the brand's "hug" phenomenon, which will definitely lead to identical brand names.

"Behind the brand homogenization, we should pay attention to and consider how to" activate "the shopping center.

Su Xiaoqing introduced that shopping centers are mostly located in regional centers or sub centers in cities. On the basis of investigation and research of the consumption characteristics in the region, the business owners can try to produce 10% to 15% of the area to introduce brands that meet the needs of the regional consumer groups and enhance the personalization of shopping centers.

From the current large number of shopping centers with better operation capability, we can see that making differences with various details and creating thematic become the "killer mace" attracting consumers to stop.

Among them, hardware has become an important display carrier, such as the canal system of Shui you Cheng and Rainbow City, according to the replacement of seasons, the hollow wall lamps and a four level flying ladder.

However, there are shopping centres in the shopping mall culture and cultural connotation of articles, attracting young consumer groups attention.

Ist Shi Weiye, deputy general manager of Airsun world, told reporters that ist Airsun world has developed the App mobile phone application for the influence of handheld smart terminals on young people's consumption habits and lifestyles. They can always understand the market trends and fashion trends at hand, and can participate in interactive games to win points and exchange gifts.

In addition, creative activities such as hip-hop and Shi Shangxiu will be held regularly to attract young consumers.

"A new inter year concert is being launched, which should be held for the first time in Nanjing shopping malls."

Shi Weiye said.