Brand Positioning In Newly Opened Stores Is Becoming More Rational.

< p > in recent years, with the opening of the major shopping centers in Nanjing, the reporters have found that many shopping malls have abandoned the pursuit of "tall and high", aiming at the new consumption orientation of "light luxury".

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< p > "light extravagance" refers to fashionable consumer goods between luxury brands and general brands.

Formerly known as "the introduction of international first-line brand" shopping malls, have shifted their vision to the "light luxury" brand.

Golden Eagle Xinjiekou store three, purple peak shopping plaza and shopping center of the same day are located in "light luxury".

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< p > "compared with the traditional" a href= "http://" www.91se91.com/news/index_c.asp "> luxury goods < /a >, the consumers of light luxury goods are more extensive, from white-collar to golden collar.

Lin Junming, general manager of the Swiss Plaza, said: "these brands have first-line brand lineage, and the price can make more people afford it."

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< p > industry analysis shows that the domestic luxury goods market is cold. First, the consumption of public goods and gift consumption are rapidly ebbing because of the considerable share of luxury goods consumption. Two, the concept of fashion consumption of domestic consumers tends to be rational, and no longer blindly pursue and worship famous brands.

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< p > the large consumer group dominated by the urban elite still has strong demand for high quality and personalized fashion clothes.

It is against this background that light luxury brands with taste and < a href= "http:// www.91se91.com/news/index_c.asp" > Fashion /a > a href= "http:// www.91se91.com/news/index_c.asp", "cost-effective" and "/a" have become the market darling.

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< p > "from the present point of view, many business circles in Nanjing" light luxury "positioning is just beginning, I believe this will be one of the breakthrough directions of many new department stores, and also a big opportunity for physical stores.

Lin Junming said.

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< p > related links: < /p >

< p > closing the modern new world of West City, announcing that nearly half of the Beijing Road store has been rented.

Recently, the largest private department store in Guangzhou -- modern department stores began to implement different ways to survive and survive in two new stores.

Deputy general Luo Jian Ji, a modern department store, said that at present, there are three ways of operation, namely, joint operation, self employment and external renting. A total of 20 thousand stores have a total of about 20 thousand square meters, which are leased to other formats. The purpose is to provide a variety of formats, such as catering, entertainment and shopping, to create experiential shopping.

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Below P, the performance of modern stores is very different.

But the newly opened Beijing Road store and Xicheng store in 2013 were struggling in the market incubation period.

According to the 2013 annual report of the company, the expenditure of new stores, such as preparatory expenditure, rental and property management fees and labor costs, has increased, resulting in a 51.52% decrease in monetary funds, an increase of 67.88% in sales costs, and 108.09% increase in financial costs. The company's operating income in 2013 amounted to 1 billion 69 million yuan, although the increase was 8.54%, but the net loss attributable to the owners of the parent company was 29 million 291 thousand and 700 yuan, a decrease of 51 million 901 thousand yuan over the same period last year.

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< p > to cultivate more formats for outside rent, Luo Jianji thought it might be an opportunity.

According to reports, the modern Beijing road Les shop about 20 thousand square meters of business area, has nearly half of the rent, modern otter Les's Guangming square currently only catering accounted for more than 30%, in order to attract young groups.

"After the rent, we eliminated some of the bad business practices. We not only had rents, but also increased our profits," Luo Jianji said. "Outside rent" starts from this shop in West Lake road. At present, the modern department stores have about 20 thousand square meters of rent.

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