Brand Adjustment, Shopping Malls To Upgrade

< p > < strong > demand and trend are changing, traditional retail exploration is different, < /strong > /p >

< p > the advent of early summer, spring stores after a wave of vigorous promotion, department stores have entered the adjustment and upgrading period.

Before making a full sale of the summer wear, we can optimize the store brand, introduce new trend products, replace the brand with poor performance, and improve the overall quality of the store.

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< p > "Opening Soon", many citizens have recently discovered that such signs are particularly numerous when they go shopping.

Xinguang Tiandi, Beijing APM, Xidan Joy City, Han Guang Department Store......

Entering the summer, some shopping malls in Beijing are undergoing brand adjustment.

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< p > industry experts analysis, after a period of operation and management, the market environment will change. The formats and tenants are changing at different stages of the life cycle, and consumer preferences and fashion trends are changing. All these factors will drive the shopping center to adjust or passively or voluntarily.

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< p > in the past, from the A exit of Wangfujing subway station, it entered the shopping center of Oriental Xintiandi. On the elevator, we can see that the popular brand QDA, created for the urban fashion people, is now completely closed up.

Store staff said that the brand, which opened less than a year and a half, has been withdrawn from the shop last month and will be replaced by SLY brand.

NEW SHOP Opening Soon is printed on the exterior wall of the store.

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< p > further, we will see that the Haagen Dazs shop will be renovated. It is replaced by Nan Mo hat.

In the eyes of consumers, there are many kinds of hat, and the styles are pretty, but the price is not very "cute".

Reporters found that only one negative layer, there are nearly 10 brands in the adjustment.

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< p > H&M, ZARA, G2000 walk, gourmet highlights, business guide, from the north gate of Dongan market to Beijing APM, first of all, these are the signs on the decoration of the obstructing objects.

Walking to the left hand is a fashionable brand that sells hot. The right hand side looks away and is covered by the decoration obstruct until the shop before Swatch.

2 layers of eastern South are still undergoing brand adjustment. The original C.P.U. has also been adjusted to the B1 level, and the brand new image shop has been opened.

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< p > at the B2 level of the three phase of China World Trade Center shopping mall, a jade store is doing a big sale before pulling out the store, while four or five brands are being renovated.

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< p > at the 7th anniversary opening stage, Xidan Joy City also opened the way of brand adjustment.

According to the relevant person in charge of Xidan Joy City, there will be 70-80 brand adjustments in Xidan Yueyue City, with an adjustment ratio of nearly 30%.

In the future, Xidan's joy city will have more fashionable brands that young people like and some emerging unique brands. Creating fashion blocks will also become a key point of this year's adjustment.

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< p > < strong > location is not obvious, consumers tend to "ignore" < /strong > /p >

< p > "is your shop new?" "no, it's been two years." the reporter heard such a dialogue outside the Pacific coffee shop.

"How come I haven't seen anything before?" "this place is relatively hidden, and it's not very easy to be noticed. Now it has increased the number of tables and chairs outside, and customers may have noticed it."

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< p > I realized that in the southern part of Beijing APM northeast gate, there was such a coffee shop hidden.

At present, only one shop in the corner is in business, and the next Chiba jewelry store has already been withdrawn. About three months ago, the Milan station, which has just opened for about a year, has also moved away.

According to the staff of the Pacific coffee shop, this location is not very obvious, easy to let consumers ignore, sales can not get better, may be the main reason for the withdrawal.

However, at the peak of the dinner at 18:30, there was only one table of customers in the Pacific coffee shop.

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< p > consumers are satisfied with Mamonde and CK one, which are newly entered by Han Guang Department store.

Ms. yuan, who chose mother's Day gifts for her mother before the Mamonde counters, said: "I always buy it for my mother, and feel that it is more suitable for mom's skin, and the price of Korean makeup is more affordable."

Another counter, a pair of girlfriends, said, "I can accept such a price, which is more suitable for our small white-collar workers."

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< p > < strong > analysis < /strong > < /p >.

< p > < strong > adjustment brings consumers fresh feeling < /strong > /p >

< p > Guo Zengli, director of China shopping center industry information center, said that this is a normal adjustment once a year, because the shopping mall has the last elimination system, and some brands whose sales results are reciprocal will be retreated, and some new good brands will be introduced.

However, this adjustment is relatively small and generally does not exceed 10%.

If the mall adjusts its brand to a large extent, it will change its positioning.

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< p > Beijing APM shopping center has downplayed the sports brand.

General manager Cai Zhiqiang once said, because sports brand does not represent the trend of development, and the sales of ordinary shops are not good for fashion shops.

Therefore, the original sports brand has been adjusted from the ground floor to the higher floor, and has been withdrawn from the shopping mall today.

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< p > "in the future, the sports brand will appear as a format of the shopping mall, not the main item of the trend. After adjustment, the rental pressure of the operators will be much lower, which will be better for their performance."

Cai Zhiqiang said that the main shops are mainly located in the paved streets of Wangfujing, which are cross storefronting, mainly on clothing, mainly in fast fashion, such as the existing Forever 21, Gap, G2000, ZARA and the newly opened H&M store.

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< p > he also said that 2014 is the fourth stage of brand upgrading and upgrading of Beijing APM. This year, the 361 degree omni-directional service system will be promoted. It is very optimistic about the consumption market of young fashion groups. From the passenger flow and sales data of Beijing APM, the volume of passenger traffic in the first quarter of this year increased by 30% over the same period in 2013, and the turnover increased by 25% over the same period in 2013 (of which clothing brand sales increased 25%, individual brands even had 30% growth, and food and beverage also had 20% growth).

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< p > in Xidan, a fierce competition in the big business district, Han Guang Department Store is also constantly adjusting to increase the proportion of light luxury brands.

It is understood that four years ago, Han Guang Department Store introduced a light luxury brand Coach, now the store's performance in Beijing is the best.

Besides, in the brand adjustment, Han Guang Department store also introduced the American fashion brand Michael Kors, the skin care brand La Mer and so on. These brands used to only enter the high-end shopping malls such as Xinguang Tiandi and China World Trade Center.

In the industry's view, light luxury brands cater to young people, consistent with Han Guang's main consumer groups.

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< p > < strong > with differentiated operation as the main line to enhance competitiveness, < /strong > /p >

< p > Guo Zengli believes that the market environment is changing, competitors are constantly adjusting their competitive strategies, eliminating some shops that do not attract consumers, and introducing more competitive brands. Meanwhile, the needs of consumers are constantly changing.

With the increase of customers, the contradiction of demand diversification will become more prominent. If we do not adjust varieties and brands in time, we will not be able to meet changing consumer demand.

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< p > he analyzed that in fact, there are two reasons for adjusting the brand: one is to eliminate old brands according to the sales volume, such as the last elimination method; the other is positioning adjustment, which requires new brands to enter, because the shopping malls must constantly meet the new needs of the market, and also need to introduce competitive commodities and brands.

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< p > "any shopping malls, brand adjustment is necessary, if the mall unchanged, consumers will soon be tired of it, so, usually do not adjust the brand will also have to modify the store or swap position, is to bring some fresh feeling to consumers."

Guo Zengli emphasized in particular.

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< p > a brand with a small passenger flow will not only affect its own long-term management, but also affect the operation of other tenants and affect the overall atmosphere of the shopping center.

Some tenants in the shopping center are well-known brands, but they are not consistent with the target customers of shopping centers. At this time, they can consider introducing other brands that can better satisfy customers' needs, while eliminating old brands.

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< p > the time of brand adjustment is similar to that of the department stores in the whole country, mainly adjusted quarterly.

Once a year, the first quarter and fourth quarter are the peak season of sales.

So focus on the off-season sales, usually 678 months, combined with climate, consumer needs and likes to adjust, in order to promote brand sales in September and October.

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< p > brand adjustment is the trend of the times when the traditional retail exploration is differentiated.

Only by persisting in adjusting, can the quality of shopping centres be improved continuously and consumers' ever-changing consumption needs can be met so that they can remain invincible in competition.

In the future, the standardized shopping center mode dominated by mainstream brands will be eliminated, instead of the introduction of personalized brands.

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