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Wanda Plaza Enriches Formats And Adjusts Apparel Retailing Industry

2014/3/21 23:28:00 57

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last July, the commercial real estate leader Wanda Group clearly stated that the two floor of Wanda Plaza opened this year will mainly focus on the experience format, and strive to not recruit retail formats, and adjust the format of the two square floors of the 72 squares that have already been opened before 2015. The news of "going to costumes" has attracted a lot of attention. Many costumes questioned whether clothing had already been rejected by Wanda. 
More than half a year has passed, has Wanda really gone "dress up"? It is necessary for the garment industry to rearrange the whole story of "going to dress" in P, and find out the key that can really be used to inspire the collective wisdom. 
 NO1: according to Wanda Group's work report in the first half of 2013, Wanda should lower the ratio of retail formats. This plan has drawn the series of behaviors of "Wanda Plaza" to "dress up". Wanda responded that the move was to reduce overlap with department stores and increase square formats. Insiders said that the department store shopping center is the trend of the future, and the consumption of experience will be more and more. 
In the first half of P NO2:2013, Wanda Group opened 5 Wanda Plaza. Insiders from Wanda Commercial Management told reporters that the two floor of the 5 Wanda Plaza had abolished the retail format of clothing. Some big brand clothing brands are still retained, mainly on the first floor. Other clothing brands are stationed in Wanda Department store. The two floor mainly introduces experiential business, such as book bar, children's amusement, boutique, home experience shop and light catering. According to Wanda Group, in the two squares of Dalian hi tech and Yixing opened in 2013, the adjusted two floor passenger flow increased by more than 10% compared with the unadjusted Wanda Plaza, and sales increased by 8%. 
Guangzhou Baiyun Wanda Plaza, which opened in mid December, P, ended in December last December. After re leasing in January this year, there were 47 shops on the two floor, 30 in clothing brand stores, and two in the clothing category. 
 NO4: the Wanda Plaza in Tongzhou District, Beijing will be opened in November this year. In addition, a large complex project will be built in Shunyi and Yanqing in Beijing in the future, and the scale of investment in Shunyi will exceed 10 billion yuan. It is understood that Wanda Group has signed a cooperation agreement with the Shunyi District government and will build Wanda Maoming project in Tianzhu town. Wanda chairman Wang Jianlin said that the project will become the first indoor large-scale cultural tourism business complex project in China, which will further enhance and improve the commercial facilities in the airport area. Wanda Group, a brand new culture and tourism industry of Wanda Group, will be a large commercial complex including Wanda Department store, large supermarket, Wanda IMAX cinema line, gourmet pedestrian street, shopping mall, five star hotel, characteristic city commercial street, high-grade office building, and many other formats. 
 from the above news events, it is easy to see that the so-called "de dressing" of Wanda is an effective classification and integration of its assets, and a continuous attention and continuous exploration of consumption concept and consumption environment. Wanda has been studying how Wanda Plaza can provide customers with a more relaxed and comprehensive consumption philosophy and consumption environment, but at last year's Wanda's first half year working conference, chairman Wanda emphasized that such a thing was exaggerated by the media. 
 for most shopping malls, not to mention the abolition of the clothing industry, it is impossible to reduce the proportion of apparel business. Shopping centers in the future must be big and full. They are only cheap. The 3 to 4: 3 ratio of the US shopping center concept is more appropriate, 30% of the catering and entertainment formats, 40% of the clothing formats, 30% of the matching formats of life. At present, China's shopping centers are in constant development and adjustment, and there is no fixed proportion for reference. 
 for Wanda Plaza, although the rental level of apparel retail formats has been higher, the retail sales of garments under the line have generally declined, unable to continue to contribute to high rents. At the same time, the attractiveness of clothing retailing to passenger flow has dropped dramatically. Wanda Commercial Management Company's investment center said that the proportion of clothing retail business in Wanda Plaza will be adjusted from 35% to 20%. Of course, this is not static. Wanda Plaza of a second tier city can basically be adjusted, but the Wanda Plaza of the three or four tier cities is hard to achieve. "If you don't invite clothing retail, it's hard to fill up the shop, and it will affect the practice." 
, therefore, the clothing brand should clearly realize that Wanda's adjustment is not to abandon the retail format of clothing, but to enrich the format of Wanda Plaza. 
 but we have to admit that under the background of < a href= "http://www.91se91.com/news/index_c.asp" > e-commerce > /a > impact on traditional retail, the confidence of China's largest commercial real estate developer Wanda Group's retail format seems to be accelerating. Then, as a retail brand, where is the cooperation with Wanda? Reporters believe that there are two directions in the future: one is to enter Wanda Department store, and the two is to explore the integration of brand culture with tourism culture, and to join the theme consumption of tourism culture. 
 the first direction of cooperation between clothing brand and Wanda is easy to understand and enter Wanda Department store. 
 for Wanda Department store, clothing brand or dealer agent love and hate interwoven, on the one hand, the expansion of Wanda Department Store is extremely fast. By the middle of 2013, Wanda had opened 62 stores and exceeded Baisheng to become the largest department store chain in China. With the express train of Wanda Department, it can be duplicated in many cities. 
 on the other hand, the operation of < a href= "http://www.91se91.com/news/index_c.asp" > Wanda Department Store < /a > is not optimistic. In fact, Wanda Department store has been in a state of loss since it was founded in May 2007. The highest single store gross margin is around 12%, and the gross profit margin of new stores is only 1%~2%, far below the industry's average gross margin of 17%. After entering, it means a long time not to make profits, which is fatal for clothing brand, especially for clothing dealer agents. 
 this requires clothing enterprises to ponder over time cost and opportunity cost, whether they are willing to pay energy, money and manpower to grow together with Wanda Department store. 
 we must know that the expansion and development of Wanda Department Store is beyond doubt. Close to Wanda Group, a person familiar with the matter said that Wanda did not consider the profit of the Department itself as a department store, but because Wanda Department occupied an important part in the whole "Wanda mode". For Wanda Group, another advantage of expanding the scale of department stores is to help Wanda's overall financing. Wanda Department itself can issue trust loans with advance accounts receivable. In 2012, Golden Valley International Trust and Huaxin International Trust provided 900 million yuan and 500 million yuan of financial support for Wanda Department store. 
, then < a href= "http://www.91se91.com/news/index_c.asp > > clothing brand < /a > second directions of cooperation with Wanda? If you want to find a cooperation point in second directions, clothing brand must recognize the core of Wanda's adjustment. 
 retail is always a balance game between gross profit and scale, and price is the core. Online wins win in cheap and offline experience. In terms of clothing, consumer electronics, home appliances and books, the impact of e-commerce on traditional retail channels has been very significant. However, it is difficult for the electricity supplier to send a cup of coffee which is steaming hot and fragrant to you, and it can not provide happiness and satisfaction for parents and children to play together. This is perhaps the opportunity for Wang Jianlin, as well as the concept of "big retailing". 
 Wanda Plaza is located in the middle end, and its retail format is the biggest impact on the electricity supplier. Wanda must transform from retail format to experiential business. The core demand of Wanda is not how much traditional retail can occupy, but how to ensure the flow of people and the overall rental income in Wanda Plaza. 
 that is to say, under the premise of ensuring the flow of people and the overall rental income in Wanda Plaza, if the clothing can be taken as a part of the consumption experience of tourism culture and innovative marketing method, Wanda Plaza will still be a green light for a specific brand. For example, in the movie area, we will open up a brand sales area for couples and casual wear. This kind of consumption innovation based on the same culture is the focus of today's brand marketing innovation.