Department Stores Should Be On A High Level But Not On High Cooling Routes.

　　 Blindly upgrading grades will increase business risk

No matter how you adjust, the ultimate goal is how to attract customers. This must rely on the rational planning of the brand to deal with. This has also become the guiding ideology of the brand adjustment. Through brand adjustment, the combination and composition of brands can be improved to attract more consumers and enhance their competitive advantages. Through brand adjustment, Kim Po Da's position is also more clear.

Jin Bo general will introduce more than 100 brands, and more than 10 will be the first to enter the Henan market. "This is also an adventure for us." Zhang Jie, general manager of the New Mart store, said that customers will find many brands in the mall that they are not familiar with. This is a slow process of change, but every introduction of such a brand is also an opportunity for shopping malls.

The brand of Zhengzhou's department stores is very serious, so differentiation can attract customers who have been diverted. "From last year's sales, the high customer list is obviously decreasing, while the performance of some high-end brands is growing. In the current market environment, too expensive things are not good enough to sell. The consumption of shopping cards in shopping malls is significantly reduced. In the future, more customers will use their credit card consumption. " Zhai Xiangtian, deputy general manager and Lady Ladies' floor manager of Zhengzhou New Mart mart, introduces that blindly upgrading grades will greatly increase business risks. In this adjustment, whether men's clothing or women's clothing brand will be the main purpose of this adjustment, which means that, at least from the price point of view, consumers will not be able to afford to buy.

In this adjustment, each floor of the golden boor is no longer distinguished according to the category names such as "Maiden" and "Xiao Shu". Instead, it is replaced by the name of "free and easy", "style" and "fashion". In fact, making such adjustments is not just for refreshing people, but has a potential implication. "Golden Boda once was the most competitive commercial project in Henan. But after a period of operation, the market environment is changing, and consumer preferences and fashion trends are changing. All these factors will drive the shopping mall to adjust, and the re choice of style becomes the highlight." Zhang Jie said.

Zhang Jie has repeatedly expressed the hope that the new brand will bring a lot of passenger flow to the shopping malls. Finding the most suitable brand, having its own characteristics and selling points are also important means to reshape it.

　　 Men's wear Farewell, depression, emphasis on free and easy.

Men's clothing may be a relatively large part of department stores. In fact, this part of the business can account for about 15% of the total business turnover. However, for a long time, men's wear has been dull and monotonous. Compared to women's clothing, men's clothing is less sensitive to fashion, the audience is narrower, and men's brand products are not innovating enough.

"This adjustment has made great changes in the consumption of men." Zhang Yong, manager of men's clothing floor at New Mart, Zhengzhou, said. Most men do not like shopping. They enjoy dealing with familiar places of consumption with age and wealth. Taking into account the characteristics of men's shopping, this transformation of men's consumption goes upstairs. All the clothing and articles that men need, from suits, coats, shirts, T-Shirts, underwear, belts, neckties, scarves, shoes and socks, are all concentrated on the four floor, providing a complete range of products from formal dress to extension clothing for target consumers, ensuring convenient consumption.

Another important change is that with the rapid rise of the fashion consumption trend of men, the "less gentry dress" will become more and more sufficient in the future. There is a big difference between men's clothing and traditional concept. "Less gentry dress" is more young and fashionable, and it can also afford the appearance, but the demand for stature is higher. The original commercial men's clothing is more covered by 35~45 year old consumers, while "less gentry dress" is adjusted to 25~35 year old consumers.

After the transformation, the positioning is "Pan shopping mall" department store, facing the whole customer layer and meeting various needs. Men's clothing introduces professional trousers on the basis of existing ones, such as bloom and Gatil.

　　 Over the age of 30, pursue style.

Department stores for peace Online retailers Differentiation may lead to a high-end line, but high-grade goods will be "untimely" during this period. Zhai Xiangtian said, from the performance of women's clothing brands last year, luxury sales are declining, while the performance of high-end brands is growing.

"In this brand adjustment, we do not do too high unit price. Take this floor as an example, spring summer clothing is between 1500~3000 yuan, and autumn winter clothing is between 2700~8000 yuan. The price can still be accepted by most customers. " Zhai Xiangtian said that the price was not luxurious in the women's clothing known as "big Shu" in the past.

And the costumes of the price also avoid the competition of the electricity supplier. These brands are generally very powerful. They are relatively mature brands in the domestic market. They have existed for many years, and have accumulated a large number of loyal fans.

Consumers who choose these brands are more willing to go to department stores to try on, try out the fun of trying on them, and enjoy the services provided by the counters, thus pleasing the shopping process. At the same time, Zhai Xiangtian believes that if we want to avoid competition from the electricity supplier, we must enlarge the existing "big Shu" and "noble lady" clothes. These brands have mature channels in the shopping malls, and will not rely on the electricity providers in the short term.

　　 Girl apparel More tidal

Throughout the overall trend of clothing in recent years, the past "Da Shu" will take some sweet routes, while younger brands will highlight the fun and tide.

In the past few years, women's clothing market has been prevailing in Europe and the United States and elegant style. In the industry, some people even say that "there are no girls in the strict sense of fashion now." but after the two layers of Zhengzhou's big floor is changed, the future girls' series will highlight the characteristics of "more tide and more fun", Huang Ling said.

DIZZ 'T, JESSY LINE, AMY DE AMY, RD, clover brands are emphasizing the ability to provide diverse styles of fashionable products, Mashup and independence. This newly introduced brand highlights the characteristics of obvious personality and fashionable design. Some brands take a niche line, targeting young consumers with individuality. The introduction of fashion brands also reflects the contention of shopping malls for young consumers.

Building the two tier into such a style is to hope that customers can feel that this shopping mall is full of vitality and creativity after they enter Jin Bo da. In addition to making such changes in the clothing brand, accessories have also made minor adjustments. For example, the introduction of the South Korean brand, the brand, is a brand that specializes in contact lenses. For the first time, it is stationed in Henan. It is made of colored contact lenses and tidal manual frames, bringing a brand new "overall eye makeup". "In the final analysis, we want to attract customers from the products themselves." Huang Ling said.