Changsha Welcome Brand Adjustment Tide

Commodity p is still the core of business competition.

Reporters interviewed in recent days found that in the summer of retail season, Xingcheng welcomed a wave of brand adjustment in shopping malls: friendship stores, BBK Plaza Changsha stores, Ping Hun Tong, Wangfujing department stores and other shopping malls were quietly changing their faces to start a new round of brand upgrading.

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< p > < strong > [big card coming] < /strong > /p >

< p > < strong > Changsha merchants welcome brand adjustment tide < /strong > /p >

< p > May 15th, the reporter saw in Le he city that the location of the 1 floor counter has begun to decorate, and the slogan on the fence is the slogan of the American casual wear brand GAP, "we are coming".

The brand has entered Hunan for the first time and has chosen to open shop at Yue Fang ID Mall.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > Changsha > > /a > earlier try to "eat, drink and play together". Wangfujing department also completed the adjustment of business category and further optimization of brand last year.

With the successive entry of GUCCI jewelry and designer brand women's clothing store GALATEA WAN, the adjusted Wangfujing Department has increased the proportion of women's clothing and catering business.

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< p > this month, there will be a big move in the friendship shop called "the first shop of Sanxiang". The top international cosmetic brands GiorgioArmani and LaMer will come to Hunan for the first time. The international top brand Dolce&Gabbana will also be officially settled in May.

Gucci will also expand its shop and introduce new men's clothing series.

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Liu Weimin, director of operations of BBK department store, revealed that BBK store in Changsha will launch its brand adjustment and upgrading in June this year, giving priority to enriching and upgrading women's related products and brands.

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< p > in addition, Ping Hun hall has introduced clothing brands such as A02, LALABOBO, Jeep, ID and so on. The people's Road friendship department store has introduced French crocodile, Monte Cano and other brands in this year's "boutique men's wear" business strategy.

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< p > < strong > upgrade power < /strong > < /p >

< p > < strong > emphasize its own advantages and electric business PK < /strong > /p >

< p > entity businesses frequently launch big moves, which may be related to the growing popularity of e-commerce.

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< p > after the brand SK II of skin care products and Clinique's official flagship store have been stationed in Tmall, the official flagship store of the luxury brand Burberry from the UK and Biotherm of the French skin care brand were also opened last month.

Compared with the short-term cooperation agreement reached between Coach and Tmall last year, the attitude of the first and second tier brands to the vertical electricity supplier began to loosen.

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< p > however, public data show that Burberry entered Tmall after a very small number of pactions.

Some people say frankly: "the main advantage of luxury brands is also in physical businesses."

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The idea of < p > was confirmed in an interview with reporters.

If you want to buy a high-end product, will you choose the electricity supplier? - in the random interview on the street, 90% of the consumers choose to go to the brand store nearby, and then they can buy it more confidently after seeing it.

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< p > with the high-end boutique as the main selling object, the rate of consumers' carrying and the rate of return are very high.

The relevant person in charge of the shopping mall believes that this is closely related to the particularity of luxury goods.

"A high-end commodity, especially luxury goods, not only includes the value of the commodity itself, but also includes the brand and the service experience provided by the brand counters."

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > brand adjustment < /a > with hardware upgrade < /strong > /p >

< p > in fact, in order to ensure the largest market to keep pace with the market, many shopping malls regularly adjust the brand inside the venue, along with the upgrading of hardware.

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"P >" people's road friends of the Department responsible person said that from June to August each year is the mall's brand adjustment period.

Friends of the Group Chairman Hu said that the expansion of friendship store will start in the second half of this year, and is expected to be completed in 3 years, mainly expanding the eastern side of friendship store.

He disclosed that the friendship store after the expansion was 4 floors underground, with no less than 7 floors on the ground, and 1 floors above the total area, which amounted to 160 thousand square meters.

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"P" is unique. Liu Weimin revealed that the adjustment of the BBK Plaza Changsha shop, which has been open for more than two years, will upgrade the hardware and services such as the external elevator, the 400 square meter VIP hall and so on besides the brand.

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< p > "the core of retail is commodities. Brand upgrading is a good way for shopping malls to make more precise positioning and keep the market fresh after a period of operation."

Liu Weimin believes that at present, there are differences in the commodities and customers between the high-end goods and the electricity suppliers, and the electricity providers can not provide "one to one" differentiated services in the sales and after-sales service stages, so it can also be said to be a business adjustment direction for the electric providers.

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< p > < strong > expert opinion < /strong > /p >

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > adjustment > /a > give consumers fresh feeling < /strong > /p >

< p > Guo Zengli, director of China shopping center industry information center, analyzes the reasons why the mall adjusts its brand mainly in two aspects. On the one hand, it is to eliminate old brands according to sales volume, such as the last elimination method; on the other hand, it 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 > < strong > industry observation < /strong > < /p >

< p > < strong > take the road of differentiation to enhance competitiveness: < /strong > /p >

< p > and in the view of business people in Changsha, adjustment and upgrading are the necessary means for entity businesses to save themselves and strengthen themselves in the context of "electricity supplier era".

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< p > when the flagship store of brand electric business is still struggling to clean up the inventory, the entity business counters have been busy updating the windows and selling the quota.

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< p > last week, Nike Air Jordon 11 was officially sold in the Xingcheng shopping mall counter.

According to people's road, a department store responsible person, on the morning of that day, many consumers came to wait.

"80 pairs of men and women were sold short on that day."

The person in charge used four words to describe the scene at that time.

Changsha Wangfujing department store sports procurement department staff also introduced that on the day of the listing, the shoes set a record of 15 minutes and 51 pairs of shoes sold out.

In order to control the number of buyers, some businesses also set up restrictive conditions such as "buying 200 yuan with other brands of the brand".

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< p > who said that the physical shopping mall has already been defeated in the retail campaign? The difference between the scarce commodity and the high-end brand in the electricity supplier channel and the entity shop has brought about subtle changes in the commodity retail format.

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< p > it is easy to see that Changsha shopping malls have begun to constantly adjust their positioning and gradually become divided into two categories.

One is the urban integrated shopping mall with young people as the main shopping group, such as Yue Fang ID Mall, Lok Ho City, and the other high-end consumers as the main target groups, such as friendship store, Yun Mei Mei and Wanda Plaza.

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