Fashion Market Is Entering The "Fifth Generation Business Mode".

< p > facing the existence of ShoppingMall, radicalism and prudence, many brands of "a target=" _blank "href=" http://www.91se91.com/ "clothing > /a" must make their own consideration and choice.

During the May Day holiday, CCTV news channel made a business topic. In the lens, one side is the empty floor of the traditional department stores represented by Cui Wei, Parkson, Seth and so on. On the other hand, the ShoppingMall format represented by Xidan Joy City, blue harbor and Jin Yuanxin Yansha is crowding together.

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< p > this is due to the different positioning of the two business mode consumer groups, the different degree of economic impact, and more importantly, the current shopping habits of consumers are changing.

Now, simple shopping can no longer satisfy people's consumption psychology. What they need is a large commercial center which integrates shopping, leisure and entertainment. Therefore, ShoppingMall came into being.

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< p > < strong > "fifth generation business mode" < /strong > /p >

Lin Yongfei, chairman of the card P Road, believes that the fashion market is entering the "fifth generation business mode", that is, the ShoppingMall based business era.

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< p > Lin Yongfei believes that the fifth generation business model must be ShoppingMall, which is like Xidan's Joy City in Beijing, the Mixc in Shenzhen and Tai Koo Hui in Guangzhou. It is a multifunctional center with artistic, recreational and entertaining features, including hotels, restaurants and so on.

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Zhang Zhe, general manager of Shanghai Clothing Co., Ltd., "P" > a target= "_blank" href= "http://www.91se91.com/", "clothing /a" Consulting Co., Ltd., also said that she has always recognized ShoppingMall's business model, and its successful development in Europe and America has proved its feasibility.

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< p > he believes that in the pformation of domestic economy, many cities are moving from the traditional to the modern economic system. Many people have cars, buildings and fixed occupations. Under such circumstances, their consumption concept is beginning to change. The traditional department stores and supermarkets sometimes can not fully satisfy their shopping needs, so there is a demand for new shopping centers. Therefore, ShoppingMall also needs room for development in China.

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< p > data show that the original meaning of ShoppingMall in English is "Walking Street shopping street".

The original intention of Mall is Lin Ying, ShoppingMall means super shopping mall, that is, shopping is as comfortable as wandering around the forest and vagina.

ShoppingMall is actually a super large shopping center which integrates food, entertainment and shopping. This business model was first born in the United States in twentieth Century, and became popular in Europe and America in 70s and 80s. It has also been welcomed after entering Japan and Southeast Asia.

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< p > a true sense of ShoppingMall generally includes main department stores, large supermarkets, exclusive stores, food street, fast food restaurants, high-end restaurants, cinemas, movie and TV galleries, skating rink, big hurdle teahouses, bars, swimming pools, theme parks, and other parking lots.

Such a large shopping space and all kinds of entertainment facilities, even if the whole day is not enough to go shopping, the most suitable for the whole family.

A ShoppingMall is actually a small community.

This public place provides a one-stop service for people to eat, drink, play and enjoy, and at the same time, under the shelter of buildings, no matter what the weather is, they can do shopping, play, relax or have parties.

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< p > as we all know, ShoppingMall is an inevitable outcome of social and economic development to a certain stage.

Theoretically speaking, when the per capita income reaches 3000 to 4000 dollars, and the Engel coefficient is below 40%, the shopping mall will appear.

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< p > < strong > machine and danger < /strong > /p >

< p >, in the face of such a huge business presence, radical or cautious, many clothing brand enterprises must make their own consideration and choice, that is, formulate their own ShoppingMall strategy.

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< p > previous management, clothing brand enterprises will have their own shopping malls strategy, because at present, the high-end value of Chinese clothing retail is reflected at the shopping mall level.

But the ShoppingMall strategy of clothing brand is totally different from that of < a href= "http://www.91se91.com/news/" > shopping mall < /a > strategy.

Through the comparison, the differences between the two strategies may be reflected.

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< p > first, opening a store in ShoppingMall is easy to create an independent brand image and create a brand culture, so as to make its unique brand culture easy to disseminated.

Because business space is relatively independent, it is very easy to arrange marketing activities, whether it is price marketing or cultural marketing.

On the contrary, in the market environment, the establishment of brand image, the dissemination of brand culture and the choice of marketing mode are more likely to be restricted.

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< p > secondly, in ShoppingMall, clothing brand enterprises can grasp the marketing rhythm, solve the contradiction between products' natural season and the slow season of shopping malls, and make it easier to create an independent marketing mode.

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< p > again, from the medium to long term calculation, the unit business area cost of ShoppingMall is lower than that of high-end department stores.

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< p > besides, carrying out business activities in ShoppingMall will also face more customer traffic than shopping malls, and its coverage will be wide. Clothing brand enterprises will often encounter new passenger flows.

This means that in a large number of stores, once the business is successful, it will quickly come to the fore, and the brand will gain wide market influence because of its excellent performance.

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< p > of course, there will be some problems when choosing to enter ShoppingMall.

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< p > first, the initial investment of brand management is large, the investment recovery period is longer, and the profit cycle is generally one to two years, which puts forward higher requirements for the strength of the enterprise.

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< p > next, because of the high degree of concentration of brand in ShoppingMall, the degree of competition will be more intense.

At the same time, it is more difficult to keep the brand positioning for a long time because of the obvious difference in grade and category of goods.

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< p > again, although the passenger flow is huge, how to delineate effective customers and adopt corresponding marketing strategies requires the apparel brand operators to spend more energy.

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< p > in addition, due to wide competition, the leveling of profits may be the reality that a href= "http://www.91se91.com" > clothing brand < /a > operators must accept.

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< p > for domestic clothing brands, entering ShoppingMall can be described as "the two time to go to sea", because once entered, it will withstand many tests such as brand positioning, anti risk ability, market adaptability and marketing ability.

If you do not know your way, I am afraid that failure will come in a flash.

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< p > Zhang Zhe also believes that most domestic ShoppingMal are just emerging, and there is still a certain risk to join them, especially for some growth brands.

On the one hand, some brands may not be suitable for entry into ShoppingMall; on the other hand, ShoppingMal itself may also develop problems.

And some ShoppingMall just started, in order to achieve the purpose of attracting investment, they will unscrupulously attract clothing brands to join. When it is gradually improved, it will discard the previous brands, especially those brands whose brand influence is not very large, and these brands will play the role of reading with the prince, and ultimately suffer losses.

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< p > "this requires a commercial perspective. We must consider all factors.

Depending on the specific geographical location of ShoppingMall, it depends on whether its investors and managers have enough experience and strength, and so on. At the same time, we should combine the characteristics and strength of their brands to determine whether or not to enter.

If we have decided to enter, we should try our best to protect our interests in the process of negotiation.

Zhang Zhe said.

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< p > "at present, almost all ShoppingMall in China is directed towards 18-35 year old young people, and it is decided that brand homogenization among shopping centers will be very serious."

Geng Shengguang, general manager of Tianjin water tour city, said he was not worried about this phenomenon.

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< p >, he said, at present, the brand replacement rate of the whole department store industry is reasonable between 15%-20%, and the large volume ShoppingMall will inevitably bring a large number of fashion brands suitable for young people.

Also because of the large capacity of the brand, the homogenization phenomenon will intensify.

However, with the gradual stability of the commercial structure in various regions, the population of ShoppingMall radiation is different, and the phenomenon of brand homogeneity will not become an obstacle.

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< p > "maybe there are differences in the demand of commodities among different regions. Through 1-2 years of running in, the individuality of each Mall will be reflected."

Geng Shengguang said.

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< p > now, Mall format is only a beginning in China. In the near future, ShoppingMall will become the existence of more and more commercial formats in China. The discussion of this huge business mode is in the ascendant.

For the future business development of China and for the wider market of Chinese clothing brand, the future of the entire garment industry needs more in-depth thinking and rational judgement of business people.

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< p > > a href= "http://www.91se91.com" > clothing brand < /a >, it is time to formulate our own ShoppingMall strategy.

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