Fast Fashion Accelerates The Layout Of Shopping Centers And Local Brands Are Not Popular.

For a long time, department stores and shopping centers are a pair of "gold combinations". It is hard to imagine what a shopping mall without a main store would look like.

More and more shopping centers pay more attention to creating young and personalized products. Shopping experience In the era, fast fashion brand has become the "Darling" of its investment. Reporters learned that in the near future, whether the newly opened Guangzhou Panyu Austrian Garden Plaza, West City Hui, Dongguan Changan Wanda Plaza, all of a large number of ZARA, H&M, UNIQLO and other fast fashion brands hit the top.

　　 Fast fashion Accelerate the layout of shopping centers

"No two foreign fast fashion brands are now stationed. They are embarrassed to call the shopping center." A few days ago, in Dongguan Changan Wanda Plaza merchants appreciation meeting, a shopping center responsible person this joke seems to be judged objectively. Since 2010, when the first H&M in Guangzhou opened in Zhonghua square, nearly two years ago, the speed of fast fashion brand expansion in Guangzhou can be described as a thousand li. In the near future, both the newly opened shopping center and the promotion of commercial projects can be seen as a fast fashion brand. The newly opened Panyu Olympic Garden Plaza, in addition to flaunting H&M, ZARA and shopping malls, also introduced flagship international fashion brands such as fashion fashion, Dazzle, mo&co and Baijia. On the new year's day, the opening of the westward City, besides the introduction of modern new world, is also a fast fashion UR, Grupo Cortefiel flagship brand Springfield, and I.T's brand b+ab, white and other fast fashion brands. Wanda's first major project in Dongguan, Changan Wanda Plaza, is also the three main fast fashion shop of the company, the main store. This fast fashion brand, apart from sitting on the throne of the main shopping centre without controversy, has also led to the discussion of the industry's backward concept of domestic clothing brand marketing.

When shopping centers were throwing "olive branches", fast fashion brands also borrowed to realize the rapid expansion of the Chinese market. "For the average shopping center, the market share of fast fashion is about 30%." MC, director of marketing in Greater China, said He Bin will continue to grow in the next ten years. According to statistics, as of December 31, 2012, Japan's fast fashion brand UNIQLO has reached 184 stores in China, and its number of stores increased by 71 in 2012. In Spain, ZARA now has 122 stores in China, 30 new stores in 2012, and 120 H&M stores in Sweden, and 43 new ones in 2012.

　　 trend

Shopping center and department store hand in hand or end.

For a long time, department stores and shopping centers are a pair of "golden combination". It is hard to imagine what the shopping center without a main store will look like. In recent years, there has been a subtle change in the relationship between shopping centers and department stores. In April 1, 2012, less than two years ago, the Chaoyang Yueyue city and the main store of Yong Wang Department store, which had been opened for less than two years, turned their original business area into a cluster of more than 100 international fashion brand retailers. Before that, the Chinese Plaza retreated its main store, Ji Ji Dao supermarket, and replaced it with a collection store with many brand names; the Hong Kong Hui square retreated the Hong Kong new wing department store; the Zhongshan Park dragon dream shopping center in Shanghai retreated the Dragon dream store. Many cases provide evidence for the reality of shopping mall and department store's love affair.

　　 Factorial analysis

Shopping centers need fast fashion personality.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, pointed out that, on the one hand, in recent years, the shotcrete supply of commercial projects has not only led to the pressure of attracting businessmen, but also increased competition among their projects. With the traditional routine of "department stores, supermarkets and theaters", it is difficult to break through the homogenization competition of 1000 stores. On the other hand, under the market environment of economic depression, many large business super enterprises have slowed down the pace of expansion, which further exacerbated the contradiction between supply and demand, and it is difficult for department stores to keep pace with the expansion of shopping centers.

"There is always a misunderstanding in the investment promotion of shopping centers. It seems that shopping centers must have department stores as main stores." Deng Guojian, President of Guangzhou Liancheng Investment Co., Ltd., said that business super plus the layout of the cinema is a part of the shopping center, and has become a weapon for commercial real estate customers. But in recent years, with the increase of rental costs, department stores occupy too much in shopping centers, generally 1~3 million square meters, and across many floors. Although rents are stable, the ability to attract passenger flow is gradually decreasing; with the rapid growth of new consumer groups, they gradually become a unique taste and aesthetic concept. They are less sensitive to promotions, discounts and other activities of department stores, and the demand for personalized, diversified and other experiential formats is higher and higher. The fast fashion shop covers an area of 500~3000 square meters. The fast fashion shop has the characteristics of small size, distinctive features, and can increase the stay time of guests. It also gives the shopping center more room to play in terms of format, brand and merchandise mix. This also allows some powerful shopping centers to try to remove the main store or weaken the main store.

　　 expert

Fast fashion audience narrow risk hidden

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Fast fashion has a distinct personality, but it is not without risk. Li Suisheng, vice president of Zheng Jia Plaza, said that for a general shopping center, a quality department store is needed to support the operation. He pointed out that although the main store of the department store has low rental income, its risk resisting ability is strong, and the rental return is stable. If a good brand store is signed in advance, its subsequent investment will become easier, and the main target consumers of fast fashion are young fashion people. The audience is narrower than the department stores. A new project without a main department store is not necessarily a good thing.

Deng Guojian also said that when shopping centers go to department stores, they need to replace the main stores, but if the main store is not good enough, the whole commercial project will have no soul. "Go to the main department store" requires a mature shopping center operating for a certain period of time to have this condition, and the location is good. There is no shortage of people in the core business district. For example, because of the good location, the shopping center will be able to replace the main store after the shopping center goes to the main store. Secondly, the volume should not be too large. If the area is too large, there is no main store to fill the discontent. However, Li Suisheng also stressed that at present, fast fashion stores enter shopping centers by adopting the mode of sales distribution. However, more and more fast fashion shops in the same business circle will inevitably lower the sales of single stores. For example, there are two ZARA flagship stores within the scope of less than 200 meters in Tianhe business circle, so that the owners of the shopping center will be reduced to income, and even the income level is not as good as the department store.

　　 Related reports

　　 Local brand Not favored by shopping malls

Compared with the rapid expansion of fast fashion brands, local clothing brands seem to be inadequate. Last year, the retail clothing industry suffered a cold spell. Local clothing brands were heavily affected by high inventories and serious profits. They all responded with a strategy of deep marketing. However, the international fast wear clothing brand does not seem to be affected by the consumer recession. According to the director of a shopping mall marketing department, a fast selling brand has a monthly sales performance of ten million yuan, and is still steadily improving.

According to the statistics of the China National Business Information Center, the retail sales of major retail enterprises in China increased by 12.02% over the first three quarters of 2012, down 12.12% from the same period last year. According to statistics, ZARA has become one of the highest retail outlets in China's retail sector (the average annual sales volume per square meter), with an average effect of 4179 euros, which is 4 times that of domestic apparel enterprises. "H&M and UNIQLO and other international fast fashion brands are famous and consumers are younger. Their brand effect can bring popularity to the entire shopping mall, which is our most valued place." Fan Zheng, assistant president of Wanda Group, said in an interview with reporters at Wanda Plaza in Changan, Dongguan. With the changing tastes of consumers in recent years, local shopping malls are constantly upgrading and introducing a large number of more popular foreign brands. Local clothing has no advantage.