New Clothing Brand Enters Beijing

The market side said that the new brand was eliminated in Beijing and had nothing to do with "relationship". Many agents of new fashion brands entered the big shopping malls in Beijing. They all appeared to be very laborious. Many agents were also eliminated by the end of the sale. Some agents turned around and chose to open sales models such as franchised stores, but the high cost of marketing made them almost at the edge of "zero profit".

In order to solve the confusion of the clothing brand entering Beijing shopping mall, the reporter interviewed Li Na, purchasing manager of peony garden store in Beijing Cui Wei Business Center.

The new brand lacks the sense of running in. "It is a fact that Cui Wei prefers some mature well-known brands, because their quality, style and fashion trend are more in line with market demand, and sales are smoother, but they do not exclude and identify new brands with good market prospects."

Li Na, purchasing manager of Beijing peony garden shop, told reporters that "in choosing the new brand of clothing industry, the quality of products is the first consideration, followed by the brand style."

Li Na told reporters that many garment enterprises or agents are often too eager for quick success and instant benefits when negotiating with department managers of shopping malls. In the communication with shopping malls, they often pursue a one-time effect, and do not have enough patience to fully communicate with the shopping malls. The department managers are not familiar with and understand the products of the enterprises, so it is difficult for new brands to enter the shopping mall.

Therefore, the new brand ready to enter the shopping mall must have more contacts with the shopping malls, more exchanges, and more run in, so that all department managers of the commercial department will have a comprehensive, multi-dimensional and three-dimensional perception of the products of the enterprise.

At the same time, new brands must be soberly aware that when shopping centres choose brands, their starting process has a long time problem.

First of all, we need to record the new brand, then we will conduct an investigation, analysis and comparison with the original brand. If it is practicable, we should consider it when adjusting the commodity.

At this point, many brands are often anxious and suspicious, and some brands voluntarily withdraw from competition because of lack of strength.

In the process of purchasing, we often hear some enterprises complain that the Beijing market is hard to do because they do not know how to integrate "relationship theory".

In fact, this is a wrong understanding. "

Li Na, the purchasing manager of the peony garden store in Cui Wei business, is very disapproving of the "relationship theory". "The perfect elimination mechanism we built up is entirely the result of free competition in the market economy, and there is no artificial relationship in it."

She explained that in today's pursuit of maximizing economic and social benefits, any manufacturer or agent can not rely on a so-called "relationship" to occupy the advantageous position of the store for a long time with a small amount of sales.

She suggested that clothing enterprises stationed in Cui Wei business center should dispel such "psychological concerns", and that Cui Wei provided a fair, orderly and pparent competition platform and market environment for manufacturers.

However, Li Na also admitted that some manufacturers may have a short-term decline in sales volume for some reason, such as product change season, new products out of stock, and short-term structural adjustment. Considering that the brand sales are relatively stable, the popularity index is higher, there is also a certain emotional element, which keeps the brand continuing to sell, but this situation is only treated as a case.

The product should be consistent with the location of the shopping mall. Whether the product of the enterprise is in line with the consumer demand of the shopping mall is also an important reason for deciding whether the new brand can enter the Beijing shopping mall.

Li Na, for example, said that the peony garden store, as a newly opened community store, caters to the needs of the consumers in the surrounding community with a high quality and low price. The peony garden store will not introduce a large number of high-end brands for the time being, but it will mainly focus on the middle class consumption crowd, and at the same time with the mass brand. The high-end brand is mainly to enhance the image of the store and meet the needs of some consumers.

In view of this, clothing brands can be very useful for large shopping malls in Beijing if they are able to catch different shopping malls' consumer groups and provide products with different and varied consumption levels suitable for different shopping malls.

In addition, Li Na believes that it is an important condition for the new brand to enter the large shopping malls in Beijing to grasp the characteristics of the products and publicize them in a targeted and focused manner in the Beijing market, so as to enhance the visibility of the products in the Beijing market.

Dynamic: in the first half of 2008, the high quality commercial property market report issued by the international property consultant company, Beijing large shopping mall property consultant company showed that in the first half of this year, with the opening of some stores in Wangjing, Xizhimen and other emerging business circles, the lending of commercial facilities was lowered and the rent level of the commercial market in Beijing was lowered.

In the second quarter of this year, the average first floor rent of high-end shopping centers in Beijing was 28.2 yuan per square meter per day, down 1.1% compared with the same period last year.

Since last year, commercial real estate developers and retailers have begun to open shops in new areas such as Wangjing, Asia, Xinjiekou and other places.

With the opening of Fang Heng shopping center and new shopping mall in Wangjing in April this year, the increase in commercial supply directly lowered the rent level in the region.

It is understood that the rent of the first floor of Fang Heng shopping center is about 15 yuan per square meter per day. At present, the average rent in the first floor of the whole Wangjing area is 21.4 yuan per square meter per day, down 5% from the same period last year.

Because of the influence of lots and other factors, the rental of the shops is obviously lower than that of Xidan, Wangfujing and other traditional business circles, such as the Star Street shopping center and the shopping center of the new business district. The first floor rents are around 10 yuan per square meter per day, and the average rent of the nearby Xidan business circle is nearly 30 yuan.

The market rent of traditional business circles such as Wangfujing and CBD has been growing steadily. For example, Wangfujing has been affected by the upgrading and upgrading of the new Dongan market, the rent has increased by 20%, and the CBD area has increased by 7%.

However, the average rent in the second quarter of the traditional Xidan business district has declined significantly, the average rent of its first floor is 27.2 yuan, down 18% from the same period last year.

Analysis of the industry, this is mainly affected by the lower level of Xidan Yueqing City early opening, with the performance of shopping malls and the promotion of popularity, the rent will have a relatively large increase in the future space.

Reporters learned that the average rent of Xidan Joy City has risen from 20 yuan in the early stage of operation to 30 yuan now.