"Charter Woman" Shenyang The Mixc Separated From Thai Style "Buying System"
< p > before I build a wall, I should ask clearly what is in the wall and stays outside the wall.
Robert Frost, an American pastoral poet, once said this.
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< p > the Mixc, Shenyang, is the third city complex business project created by Huarun after Shenzhen and Hangzhou. It opened in May 15, 2011. It was held in Thailand, Thailand department store, Korea Mega joy studios, OLE supermarket and ice figure skating rink. It once brought many surprises to consumers with the concept of international consumption.
Today, the main store Shang Tai Department Store announces that it will close the store in June 30th, and the "dew feelings" of Shenyang the Mixc and Shang Tai Department stop here.
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< p > the Mixc, Shenyang, with a floor area of nearly 250 thousand square meters, has a basement floor and six floors of commercial floor, which can accommodate more than 200 shops.
In 2009, Thailand's Shang Tai Department store, Korea Mega joy studios, OLE supermarket, ice cream and elephant skating rink were the four main shops, and then Herm top s, Fendi, ErmenegildoZegna and other world top brands were settled.
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< p > as a high-end department store under the Thailand central foreign exchange group, compared with the practice of opening up, the slogan of "clearance" can be seen everywhere in the shopping mall of Shang Tai Department store.
After leaving the room, the announcement of the white letter on the red bottom is one times more lonely. "Thanks to the love of our customers, I regret to inform you that Shenyang's Shang Tai Department store will be officially closed in late 2014, 6."
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< p > the closure of the store of Shang Tai Department also means the embarrassment of the main shops in the Mixc, Shenyang, which undoubtedly sounded the alarm bell of the high-end shopping center in Huarun the Mixc.
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< p > Shang Tai Department Store is the third generation of high-end department stores brought by the largest cross border retailer in Southeast Asia. The best way is to achieve brand specialization by means of "buying system", such as Tess's top brand Jim Thompson, British brand Nicole Farhi, etc. many counter products are sold exclusively for them, most of which are selected by the buyers of the world from all over the world.
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< p > it is understood that Shang Tai Department stores account for 35% to 65% of the total merchandise in Thailand, and at least 15% in the Chinese market.
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"P", "Shang Tai" on the "high rise" route, failed to bring exciting sales figures to the brand dealers involved.
People familiar with the matter said that after the opening of the business, the sales were so hot that even in holiday days, the store was also bleak.
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< p > it is understood that before the curtain of the Mixc shop of Shang Tai Department store, another brand of Shang Tai retail group was first entered into the joy street of Zhongjie street, but only one year after its opening in December 2012, it left Shenyang.
This positioning of high-end Shang Tai Department Store "acclimatized", though unexpected, is also reasonable.
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< p > in fact, < a href= "http://www.91se91.com/news/index_c.asp" > Shenyang < /a > < a href= > http://www.91se91.com/news/index_c.asp > > shopping center > /a > generally facing the problem of high rent. With more and more shopping malls appearing and the complicated and changeable economic forms at home and abroad, the electricity supplier represented by Taobao is also in the "electric injury" of the real economy. Under the multiple impact, last year, the sales of large shopping malls in Shenyang generally shrunk.
Shang Tai Department Store is hard to escape. After the store closed at the end of June in Shenyang the Mixc store, Shang Tai Group stores in China only have stores in Chengdu and Hangzhou.
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< p > as we all know, Huarun the Mixc has adopted the business model of "two landlords" in its operation and management of shopping centers, and then through the first rent shops to attract brands to enter, and earn profits by collecting bottom or joint deduction points.
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< p > 2009, Shang Tai Department Store signed a long-term contract with the Mixc for 20 years. Its presence in the Mixc, Shenyang, has become a unique landmark of luxury in Shenyang because of its numerous international brands in Britain and Japan.
Today, Shang Tai Department Store is about to close, and the long-term property of the Mixc can be reflected in time and adjusted according to sales demand, which is the challenge it faces.
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"P", "the withdrawal of Shang Tai Department Store is a challenge to the Mixc.
After all, the lack of passenger flow, insufficient consumption and differentiated consumption have not caused any effect, all of which are based on the overall consumption environment of the Mixc.
Although Shang Tai adopted the way of leasing, but the news of the closure of the main store came out, it still had a certain impact on the brand of the Mixc.
Moreover, how to deal with the problem of the bunk after leaving the field and how to control the introduction of the whole brand is the problem that the Mixc faces directly.
One industry insider pointed out.
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< p > it has been reported that according to Huarun's a href= "http://www.91se91.com/news/index_c.asp" > the Mixc < /a >, insiders say that the original site may appear as a composite format, some of the original brands may stay, or may be changed to eating and drinking entertainment items.
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"P" wins the business network reporter to call the Shenyang the Mixc investment department personage, they have indicated that the present situation is uncertain, regarding the investment part still has to be discussed.
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< p > it is understood that the format combination of the Mixc in Shenyang has basically extended the mode of Shenzhen, main stores, semi main stores and hundreds of independent shops.
What is particularly worth emphasizing is that Huarun's initial positioning in the Mixc is internationalization, rather than the legendary aristocratic commercial territory. From space layout to the careful combination of brand names, it seeks to give people affinity and avoid distance and oppression.
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