Shenzhen Shopping Center Is In A Dilemma. Homogenization Needs To Be Changed.

< p > > "thirty years Hedong, thirty years Hexi" has been most evident in the commercial field.

In the past few years, SHOPPINGMALL, which was the most popular and competing with the big target=, was introduced into the fast fashion a target= "_blank" href= "http://www.91se91.com/" > clothing /a store. Now it is facing an awkward situation: on the one hand, they must face the problems of domestic economic downturn, market saturation and quality being questioned repeatedly; on the other hand, due to the obvious signs of decline in performance, these stores may be terminated by the shopping center in the near future, and even be swept away.

This is also an outcome of the homogenization of the mall. Even the shopping mall with high-end routes in Yitian Holiday Plaza and the Mixc can not be spared. Upgrading, adjusting the format mix and enhancing customer experience may be the direction for the shopping center in the near future.

< /p >

< p > < strong > fast fashion clothes shop discount normalization, crisis appearance < /strong > < /p >

It is an indisputable fact that the domestic economic downturn and the business downturn are more than P, especially in the retail industry.

Their worries are not unreasonable. Since June this year, the major shopping centres which have been insisting on not promoting large-scale sales activities have finally been unable to restrain themselves. They have been promoting sales with various names such as "discount season", "Zhongqing" and "season clearing". Among them, the discount rate of clothing fast selling shops is large and the duration of the discount season is long.

< /p >

< p > in Yitian Holiday Plaza, officials posted posters of crazy discount promotions everywhere. ZARA, MANGO, H&M, I.T and so on all used 5 fold as sales gimmicks.

Last weekend, in the ZA R A store, the reporters saw that the original price of many discount products were stuck to the new label.

A pair of casual pants with an original price of 299 yuan is priced at 99 yuan. A 499 yuan coat can bring home 199 yuan now.

It is not hard to see that the Holiday Plaza in Yitian does not want the major shops to be promoted and shipped out, but the reality is that these brands are still very slow even at the rate of 50 percent off to 70 percent off, which can only be reduced by 70 percent off or 60 percent off.

In addition, in front of reporters, M A N G O saw the brand with a discount of up to 70 percent off on the front door. It stood upright in the window, and the mentality of the company's dumping was revealed.

But even so, the reporters saw that there were very few customers in it, and the proportion with the shop assistants was 1 to 1.

< /p >

Less than P, an insider revealed that this situation has been going on for several months.

Before that, the fast selling brands abroad will have their own discount season, two times a year, one season at the end of June, and one at the end of December.

But from this year's beginning, such sales atmosphere began to change. After the new year, big shops including ZA R A, M A N G O, H &M, UNIQLO will basically promote sales on weekends, ranging from 5 to 30 percent off. When a big holiday comes, the discount will be more violent.

Behind this "discount normalization", there is obviously a deep industry crisis.

< /p >

< p > in recent years, ZA R A, H & M, M A N G O and other fast fashion products have repeatedly encountered doubts about quality and integrity. According to incomplete statistics from the media, since its entry into the Chinese market, the company has already boarded the black list of 12 problems.

When entering the mainland market, consumers thought that the fast fashion design was unique, fashionable and fast in circulation, and it was outstanding in all aspects.

However, with the increase of stores, fierce competition and narrowing of profits, more and more domestic consumers believe that fast fashion products have stagnated in quality, service and innovation, even if they are sold at lower prices.

Mei Yongfeng, managing director of domestic commercial experts and Kunming Management Limited, even thinks that fast fashion in China is neither fast nor fashionable. ZA RA, H & M, if not innovative design and quality improvement, will become Metersbonwe, Giordano and other tier products.

< /p >

In the first two years of P, many shopping centers in Shenzhen have been introduced into the fast fashion brand crazily. Now that the retail industry is in a downturn, these shopping centres are in a dilemma.

On the one hand, the profitability of these fast fashion stores and the ability to absorb customers continue to decline, and they occupy an important position in the field, and the rate of return is too low.

And some fast fashion also online sales, escape the shopping center finance, let the actual rents continue to slide; on the other hand, these fast fashion brands are mostly stationed in the form of main stores, enjoy the very good treatment of all parties, if hastily let it withdraw, SH O PPIN G M A LL will also lose a lot of money.

According to the reporter's observation, there are more than two or three stores selling such clothing in Shenzhen.

In the continuing downturn of business, fast fashion is a difficult problem to keep away from business.

< /p >

< p > < strong > shopping center is in a dilemma. The situation of homogenization needs to be changed < /strong > < /p >

< p > in the near future, if people go to Shenzhen shopping centers, whether they are atrium square or brand collection shops, they are all the heads of discount promotions.

It has always been emphasized that only one or two times a year in the Mixc will be able to resist such a trend. The Rui department store and N O V O department in the field simply become O U T LE T venues. Even the luxury brands of C, K, and "V" are all playing the promotional brand of "new products 20 percent off, two pieces and 30 percent off".

Such a move makes a lot of businesses in the field feel helpless, a high-end positioning jewelry business executives told reporters that the original business new products, do not want to discount as the main means of sale, but too many clothing shops on the field discount, if you do not follow suit, consumers do not buy, will directly affect the sales figures.

In the past few years, shopping centers did not sell discounts, relying on quality service and buying experience, but now they have become more discounted places than department stores.

< /p >

< p > Wei Qiaozhu, manager of Di Wang shopping plaza, thinks that the sales of Shopping Center clothing is not a good thing. It is a microcosm of the whole domestic business environment. But it can not be denied that with the increasing number of local shopping centers in Shenzhen and the degree of homogenization increasing, how to change such a situation should be a problem for the managers of the mall.

Guo Zengli, director of China shopping center industry information center, further indicated that similar economic development level, income level, and expenditure structure are inevitable and even natural phenomena. The key is to imitate the flooding and ignore the local market and business circle overlap under the serious imbalance between supply and demand. The brand combination ignores the market segmentation, and the market segmentation is still not fully satisfied while the number of the surface is too large, which is a potential commercial crisis of shopping center.

< /p >

< p > < strong > news analysis < /strong > < /p >

< p > < strong > Shenzhen shopping center pformation, the pace is bigger than < /strong > /p >

< p > recently, heavy news came from the shopping center industry. Wanda Group, which is in the leading position in China, declared that the proportion of retail formats will be reduced in the future. Wanda Plaza will be fully abolished next year's "a" _blank "href=" http://www.91se91.com/ "dress" /a "format. The chairman Wang Jianlin said this is to reduce the overlap with Wanda Department stores."

Although the proportion of clothing formats in domestic shopping centers has been declining over the past one or two years, it is clear that shopping centres should "dress up". This is the first time in the industry, and the news has aroused great controversy in the industry.

< /p >

< p > the marketing director of a local shopping mall thinks that building differentiated management has always been the direction of SH O PPIN GM A LL. However, there are many restrictive factors in this individualized business mode, such as customer consumption level, format combination, brand richness and management level of operators.

For the time being, many shopping centers in the country have already prepared for changes in business. For example, coastal city has been making brand adjustment for half a year. Fukuda C O C O PA R K has pformed into entertainment catering, K K M A has increased the experience of multi format linkage.

The marketing director concluded: "so far, I think the shopping centers in Shenzhen are constantly exploring and changing. Some of them may take a bigger step, and the intensity of pformation will be impressive.

Upgrading, restructuring, and enhancing experience is the direction for future shopping centers to develop. As for the specific content, we should put forward according to the characteristics and weaknesses of each SH O PPIN GM A L L, and can not generalize.

< /p >