Jiangnan Buyi, Su Ran And Other Clothing Domestic Goods And International Brand Adjacent Shop

Once upon a time, the original brand of China could only be placed in the old department store and cross the mountain with the international brands.

Now, more and more shopping malls, China's original local brand and the international top brand are equal, changing the traditional shopping center brand combination pattern.

Chinese products and international big neighbour shops

Break the old pattern

Reporters saw in the overseas Chinese garden, NE TIGER TIGER, located in the face of the world's top jewellery brand, will soon be opened. The upcoming dress is close to the French high fashion brand Pierre Balmain, while the wrist watch crocodile IWC is opposite to the Chinese designer brand CHI ZHANG Zhang, Switzerland's top watch Chopin Chopard is adjacent to the brand "China Jewelry".

The combination of pure Chinese fashion brands into the world's fashion brands is unprecedented.

Occasionally, there are more and more local fashion brands such as Xinguang Tiandi, China World Trade Center mall, Joy City, old Buddha's department store and so on.

JNBY Jiangnan Bu Yi, ZUCZUG Su ran, EIN and EXCEPTION exceptions, as well as the presence of independent designer brands in China, not only occupy the core position of the mall, but even live with the international second tier brands.

According to the statistics of China general merchandise Association, in the past, in Beijing shopping malls, clothing and shoes and hats accounted for about 40% of Chinese brands, while cosmetics and other brands accounted for 20%.

In terms of sales, China's brand sales account for about 30%, and mainly in the middle and low end.

Nowadays, such brand structure has been gradually broken.

In the past, domestic brands, with the label of "localization" or "rustic" label, as the fashion women's "big women's clothing" brand, often used to open stores in the domestic brand areas of old department stores and other domestic brands.

At present, only the first tier shopping malls in Beijing, the new domestic fashion brands in the first tier and two floors, which have been monopolized by international brands, have increased significantly, and have become neighbors with international brands.

Luxury market downturn

New middle class preference for personality consumption

Many consumers said that with the expansion of international brands, the attractiveness of the so-called first-line luxury goods is declining.

And domestic designers have made their mark on the international stage and set up a good brand image, so that consumers are more and more interested in these fresh blood.

"Good-looking, not hitting a shirt, has a tune than big card."

A consumer told the Beijing Business Daily reporter.

Beijing Business Daily reporter learned that at present, the sales of new types of shopping malls are better, and the domestic brands concerned by the investment department are mainly designer brand, which is directly related to the location of the shopping mall to attract new consumers.

In this regard, Lai Guoxian, general manager of Qiao Fu lawn, said that the brand new combination mode is on the one hand that the market intends to do it. On the other hand, the quality domestic fashion brand has indeed formed the force to change the brand combination pattern of the old shopping mall in terms of quality and influence.

Many new designers in China believe that brand combination according to brand tonality and positioning is more in line with the current consumer demand, rather than simply distinguishing the brand mix between domestic and foreign brands.

A shopping mall responsible person said that the mall can continue to attract new middle class consumers as the goal.

And the new consumer groups in China no longer pursue the luxury brands such as LV, Gucci and Prada to flaunt their fashion taste. The demand for individuality makes shopping centres pay more attention to the popular brands rather than the so-called big names.

"At the same time, the luxury market is facing great difficulties, and the market performance continues to be weak.

Less than three years ago.

We have to ensure that shopping malls can continuously attract customers to patronize, so it is inevitable to choose new brands and attractive brands to consumers.

Existing problems

Beijing Business Daily reporter learned that at present, the first tier shops in Beijing are the first floors of all floors.

Take the China World Trade Center mall as an example, the rent is about 93-100 yuan / Ping / Tian, the Oriental Xintiandi is 80-90 yuan / Ping / Tian, Xinguang world is 70-80 yuan / Ping / Tian, Qiao Fu lawn, Joy City, Sanlitun Taigu Li south area is 60-70 yuan / Ping / day.

The average rental of general stores or old-fashioned department stores is different from 30-50 yuan / day / day.

It can be seen that if domestic brands want to set up shop in the shopping centres with large brands, strong financial strength is an essential condition, and the cost of the corresponding brands will also increase significantly.

In this regard, CHI ZHANG Cheung Chi brand said that the operation cost is very high beside the first brand, but as a brand image shop, more people can understand the style of CHI ZHANG Cheung Chi, can actually feel the fabric and design of clothing, in turn, promote online sales.

Other domestic designer brands say they prefer to open new shopping centres with more concentrated new consumers, and target customers are active and concentrated.

The leasing of these shopping centers is not a selling point but rather a direct charge of rent, which is a great pressure on independent brands.

The director of a shopping mall believes that there are more and more shopping centers focusing on domestic brands.

Lack of funds, business operation needs to be improved, and lack of management experience is a common problem faced by new brands.

In the future, when shopping centres choose new brands, they will not focus on whether the brand is a domestic or foreign brand, whether there are more mature business background and operational management strength, and whether the quality of product design is the core issue in the new brand investment.

Visible, homemade

At the same time, how to enhance our brand management consciousness and enhance our commercial operation capability and capital strength to achieve a foothold in the first line shopping mall is a problem that all domestic brands have to bother to consider.