City Clothing Brand Restricts Shenzhen Business Or High-End Development.

< p > according to the statistics of research institutions, in recent years, many international brands have chosen Shenzhen to open the first store in Southern China, such as the American clothing brand Victoria "sSecret and BrooksBrothers", the French fashion brand MariaLuisa and PierreBalmain, the British clothing brand AlexanderMcQueen and VivienneWestwood, the cosmetics brand SaintLaurent and so on.

< /p >

< p > the industry believes that the high-end commercial operation in Shenzhen has been unsatisfactory. For one thing, on the one hand, Shenzhen's urban brand promotion is not enough. On the other hand, Shenzhen lacks high-quality high-end commercial carriers.

"We need to enhance Shenzhen's visibility abroad and seek high-quality cooperation agencies or solve them."

< /p >

< p > < strong > current situation? Consumers prefer high-end retail boutique < /strong > < /p >.

< p > despite the fact that there are not many high-end brands in Shenzhen, Shenzhen has a large high-end consumer group.

In the study of the high-end commercial consumption group, the United States found that the age of high-end shopping in Shenzhen is between 26 and 39 years old, with women accounting for more than 60%.

Judging from the classification of goods purchased, daily necessities and foods are the most, followed by clothing and footwear, the consumption of sports goods is the weakest, and the consumption of food is on the rise.

< /p >

< p > Xu Feng, director of the National Research Center of the United States Property Association, analyzes the consumers' pursuit of food quality.

"Middle and high end business has many product lines, many styles, large selection, and some new international products, which can be bought in high-end retail boutiques."

Xu Feng believes that this is the main reason for consumers to high-end commercial consumption.

< /p >

< p > however, the survey also found that consumers are not very satisfied with clothing consumption.

"The main idea is that the clothing product line in the high-end business is too single. Almost every shopping center is H&M and ZARA, but these are not high-end product lines. They are just international fast fashion products. The high-end shopping malls in Shenzhen are basically in support, and the product line combination of clothing is not attractive enough."

In Xu Feng's view, the so-called high-end international brands in Shenzhen are mainly those fast selling products, which are homogeneous and attractive. Secondly, the price is too high and the price performance difference is also the reason for consumers' dissatisfaction. "Slightly more sense of design is more than 2000 yuan, which is what the bandit thinks."

< /p >

< p > some high-end shopping centers also have some well-known brands of "niche" brands, but most of them are caught up in embarrassing situations.

Xu Feng said, "we all know only a few well-known brands of LV and GUCCI. Some of the" minority "brands are also well known internationally, but our consumers do not know much about brands.

< /p >

< p > < strong > reasons: lack of "fame" and "department store" < /strong > /p >

< p > in recent years, shopping centers in Shenzhen have sprung up like mushrooms, and even there are disputes over commercial oversupply.

There are many high-end consumer groups in Shenzhen. Why do high-end businesses always look "listless"? < /p >

< p > in Xu Feng's view, "Shenzhen is not without consumption power, but others do not understand Shenzhen".

In her research, she found that Shenzhen has the lowest international reputation in China's 4 first tier cities. If international brands want to enter the Chinese market, most of them will choose Beijing and Shanghai before they think of Guangzhou and Shenzhen.

"In order to attract more international high-end brands, Shenzhen needs a lot of efforts in the promotion of international brands."

< /p >

Besides P, Xu Feng also referred to the rental of shopping malls.

The market rent of "a href=" http://www.91se91.com/news/index_c.asp > Shenzhen > /a "is too high, and the price is high on the rise, especially the" Jay "brand is particularly strong in psychology. Under the high rent, big brands are basically losing money in the early days when they come in.

Xu Feng believes that the shopping malls in Shenzhen always want to have the grades of Beijing and Shanghai, and the rents have always been high. But for the big brands, Beijing and Shanghai will have a wider choice. Shenzhen's choice is small and the price is higher.

< /p >

< p > China (Shenzhen) Comprehensive Development Research Institute < a href= "http://www.91se91.com/news/index_c.asp" > Liu Lau Yu < /a > Dr. also summarized three reasons in the study: < /p >

< p > first, Shenzhen still lacks the carrier of high-end business.

Although there are more and more shopping centers in Shenzhen, these shopping centers can not be regarded as effective carriers. Liu Luyu thinks it is "lack of department stores". "This department store" is not a traditional department store, but a department store like Paris's old Buddha.

< /p >

< p > second is a very embarrassing place for Shenzhen to do business and often plays the role of "channel".

Shenzhen is sandwiched between Guangzhou and Hongkong. The former is a traditional business center, the latter is a modern business center. Hongkong's liberties are liberalized and the attractiveness of the duty-free port diverts the consumers greatly. Hongkong's commercial development is superior to Shenzhen in attracting high-end brands.

"Luxury consumption happens several times a year, so many people are willing to go to Hongkong at high cost."

Liu Luyu believes that although Shenzhen's modern business development is good, it has always been unsatisfactory in high-end business, and a big reason comes from Hongkong.

< /p >

< p > third is Shenzhen's lack of luxury goods agents.

Luxury goods in the open market will find agents, help them according to the geographical characteristics of the development of a reasonable sales strategy to occupy the market.

"Our traders are only agents of bulk sales, and the agents in the luxury sector are relatively weak. At present, there are no such excellent enterprises."

< /p >

< p > < strong > suggestion? Strengthen cooperation with Hongkong commercial organizations < /strong > /p >

< p > although Shenzhen has the lowest brand reputation in the 4 first tier cities, it can serve as a first-line city in Southern China district. It has attractive charm in attracting international fashion fast selling products. Many brands choose Shenzhen as the first store in Southern China district to confirm this.

In Southern China District, what is the advantage and disadvantage of Shenzhen compared to Guangzhou in attracting international brands besides Hongkong? < /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Xu Feng < /a > analysis, taking the Forever21 who was stationed in Shenzhen as an example, the positioning of its "fast selling goods" seems to be more resonable in Shenzhen's young, fashionable and vibrant city. In Guangzhou, on the one hand, there are many such brands, on the one hand there is competition from the wholesale market, and the brand competition of such goods is very large, so Guangzhou may not sell well in Shenzhen.

< /p >

< p > Liu Luyu introduced that compared with Guangzhou, Shenzhen has a better development of modern commerce and a strong sense of foresight.

"There are two indicators to measure the modernization of a business, one is human efficiency and the other is land effect, that is, sales per person per year, and the other is the degree of chain linkage.

These two indicators are more than Shenzhen, Guangzhou is also the first in the country, but Shenzhen is the lack of high-end.

< /p >

< p > Liu Luyu believes that in the modern commercial level of Shenzhen, if the resources and advantages of Hongkong's high-end business can be well utilized, Shenzhen's high-end business may also develop.

"A lot of businesses in Hongkong are all along the MTR, actually they are operated by MTR. There are lots of commercial resources in MTR. When we develop MTR and MTR businesses, including ground businesses, we can also consider cooperation with Hongkong."

< /p >

< p > in developing Shenzhen's high-end business, Xu Feng seeks solutions to the problems raised.

First of all, the government has a lot of work to do in Shenzhen's urban brand promotion.

Secondly, for the middle and high-end shopping malls, the rental price should adopt the strategy of "water storage and fish culture". Don't be too eager for quick success and instant benefit. "Although the operation of the mall in the first few years before operation is a loss, we should not lose a little bit in the big brand. In fact, big brands can help customers accumulate customers in the mall, so we have to give big brands some living space".

Finally, Xu Feng believes that the investment team itself should be more comprehensive about the so-called high-end brand. "It is not the more famous, the more expensive, the best, but also the culture. The more the high-end, the more we value the details and culture of the product".

< /p >