How Did The Mixc Adjust Its Brand And Upgrade Its Format In The Past 6 Years?

As the leader of shopping centers, the Mixc, Shenzhen, ranked third in the national shopping center in 6 billion 100 million in the year of 2013, ranking first in Shenzhen.

Despite this impressive achievement, the Mixc has been keeping the market alert and constantly adjusting its brand and format to meet changing consumer demands.

There are nearly 40 brands in the Mixc, Shenzhen, half of which are to adjust the location of stores, while the other half is to eliminate a number of new brands.

The upgrading of the Mixc's formats is mainly focused on clothing and catering brands. 2014 of the newly released brands account for 1/3 of the catering brands, and nearly 1/3 of children's clothing and fashion clothes.

Among them, leisure sports clothing has become the focus of the Mixc's elimination, while children's clothing and catering have become the focus of new attraction.

The dress adjustment is mainly on the 1-3 floor, while the catering brand is concentrated on the 4-5 floor, of which nearly half of the five floor area is adjusted.

Judging from the format, the brands that the Mixc cleaned up this year are mainly clothes shops and home care shops which are not popular, such as sport100, BOSS Orange, and Ma Hua slimming.

The Mixc

And adjusting the format to enhance the efficiency and sense of experience is the main reason.

The Mixc brand adjustment and format upgrading can be divided into two aspects: one is to increase the whole shopping center's richness, which is of great benefit to improving the efficiency of stores; on the other hand, with the upgrading of customers' consumption concept, shopping centers should strive to create a sense of field experience, so some shops that are not good performance and can not bring fresh feelings and passenger flow to the shopping mall are taken for granted.

1. The general rule of brand adjustment in the Mixc

1) the brand maintains a high turnover rate - an average annual brand adjustment rate of about 15%, with an average brand adjustment rate of about 43% per 3 years.

From the point of view of brand adjustment in the Mixc, the annual average brand number change rate is about 15%, the annual average brand area change rate is about 17.67%, the average number of brands per 3 years is 43%, the area change rate is 53%, and the average brand in the Mixc every three years is almost half of the brand, constantly injecting fresh blood into the shopping mall.

Since 2014, nearly 40 brands have been adjusted, half of which are to adjust the location of stores, while the other half is the elimination of the introduction of a number of new brands.

2) the catering brand is the highlight of the Mixc's adjustment this year. The introduction of fashionable elements and strong popular brands, general public catering and high-end catering have been gradually eliminated.

For example, the introduction of popular pudding on the first floor "cloth song Tokyo", cheese cake Square "Uncle cheth", the four floor is the first introduction of bookstore format - Sisyphus Bookstore & vector coffee, and the five floor has become a fashionable food brand gathering place represented by "green tea", "Xiaoshan Japanese cuisine", "tea wood leisure restaurant", "PIZZA EXPRESS", "Shang Lian Yue Tai" cuisine.

General public catering and high-end dining were gradually eliminated. For example, in 2013, the Mixc eliminated the brand names of "face king", "Wei Wan Ramen", "Yi Fen house", "Tai man Guan", "Xinluo Bao Korean cuisine" and so on, and introduced the popular character brand, such as maxim, Yi Feng Tang and Ding Taifeng.

3) the "pformation of extravagance and lightness" in the Mixc pformation has introduced a series of fast fashion brands and brand collection shops.

In the past 2008-2014 years, the target consumer groups in the Mixc, Shenzhen have been diffusing along with the development of social economy, spreading from the traditional rich and elite to the huge consumer groups, including the new rich class and the "extravagant" consumers.

With the change of target consumer groups, Shenzhen the Mixc is now moving towards "extravagance and lightness", hoping to attract more young and fashionable consumers by increasing the formats of shopping centers at different levels.

Following the shopping center's introduction of "fast fashion" brand and brand collection store, the Mixc has also introduced a series of fast fashion brands and brand collection shops which are relatively close to the people and brand.

, UNIQLO, NOVO and LB.

4) watch / clock /

The brand adjustment is bigger and the brand grade is improved obviously.

In the past 2008-2014 years, the brand level of this format has improved significantly.

For example, Xie Ruilin and Zhou Shengsheng belong to the five largest jewelry brands in Hongkong. Their popularity is obviously higher than that of GOLAY and DESIGNER. The unit price of products is moderate, and the crowd flow is suitable for people to flow in the B1 level. While the L1 layer introduces most of the international brands such as HERMES and Cartier, and the brand is much higher than the original SWAROVSKI.

Withdraw brands: glasses 88, ten one jade Museum, Qi Fan, GOLAY, ANUBIS, DESIGNER, SWAROVSKI, ALEXANDRE, ARTINI and so on.

Brand: HERMES, PanNai, Cartier, Folli follie, Berguet, BVLGARI, Vacheron constantun, Xie Ruilin, imperial jewelry, Jilin jewelry, Hengili watch center, Zhou Shengsheng, PRESIDENT and so on.

5) the brand that meets the needs of the market and the target customers needs vitality.

There are basically two characteristics in many brands that can be retained in the brand adjustment: first, the brand is high (popularity and reputation), which is in line with the overall image of the Mixc; two, the brand's social identity is high (which can provide customized and personalized services), conforming to the preferences of the emerging consumer groups, and has a wide range of social influence.

Due to the fact that China's luxury consumer market is still not mature, the consumption motives of the Mixc's target customers are still dominated by "flaunt" and "face consumption".

Taking Gucci as an example, Gucci has always been the mainstay of the Mixc because of its wide social recognition and the high quality of its high unit price.

While Audemars piguet (Audemars Pigeut) has a high unit price, its social identity is insufficient in the Chinese market. The less famous brand does not have a certain number of loyal consumer groups as its sales support. Even if the brand is high, it can not escape the fate of being withdrawn.

With the strong attracting capacity and good sales volume, the king of face has been active in the shopping centers. Although there are certain consumer groups to support them, the overall image of the Mixc has been significantly improved, and the commercial value of the unit area has increased. The increase of rents is imperative after the two phase of the opening.

Whether it is from the brand image or the rental benefit, the pastry king can not meet the needs of the Mixc, so it has been replaced by the Hongkong food brand "beautiful heart sketch" with more petty bourgeois style.

The Mixc's overall format adjustment showed the following characteristics: the relative proportion of the three entertainment, retail and catering companies changed from 9:67:24 in 2008 to 12:67:21 in 2013. The relative proportion of entertainment increased slightly with the expansion of Jiahe cinema, and the relative proportion of catering decreased correspondingly.

On the whole, the proportion of retail business in the Mixc remained high in the past 2008-2014 years.

Among them, the growth of clothing for men and women was strong and the area was enlarged by about 6700 to 7900.

1) the Mixc is still dominated by retail formats, accounting for about 67% of the total area.

The Mixc is still dominated by retail formats, accounting for about 67% of retail space, and 2008-2013 years of retail sales. The total retail area has increased by 16900.

Retail format - clothing brand growth is strong, a total of 11 brands, an area of about 6700.

The clothing industry of men and women grew strongly. In the 2008-2013 years, the number of brands increased from 9 to 20, an increase of 11. With the accession of Burberry and GIORGIO ARMANI international brands, the area expanded by about 6700m2, reaching 7900m2.

Retail formats - clocks / Jewelry / jewelry brands maintain a high turnover rate, with an average turnover of about 7.5 brands annually.

The clocks / Jewellery / jewelry brands have always maintained a high turnover rate. The total number of brands has been withdrawn 18, and the number of brand names has been 45, with 7.5 brands being replaced annually.

On the one hand, due to the large number of product lines, the prices of single brands of different brands are not equal, which can meet the needs of consumers at different consumption levels.

On the other hand, brand clocks and jewellery are different from ordinary clocks and watches as a luxury, and play a positive role in improving the overall brand level of shopping centers.

In 2007, Gucci, LV, Dior and other brands settled the two phase of high-end luxury goods positioning in the Mixc. Affected by this, high-end luxury watch brands such as Chopard and pan Na Hai were also introduced in the two phase.

Retail format - the growth area of personal care and leisure sports brand is also larger.

In addition, the number of personal care / drug brands in the retail format increased by 8 to 21, and the area grew by about 1200 to 2400.

The number of leisure sports brands increased from 9 to 19, and the area grew by about 1800 to 4100.

2) enhance sense of experience, entertainment industry area increased by 4900.

Due to the expansion of Jiahe cinema, the entertainment area grew by about 4900, with a total area of about 8900, including the two main shops of orange day Jiahe cinema and ice variety elephant skating rink. The orange day Jiahe cinema is located at L3, L4, and ice variety skating rink is located at L4.

3) the adjustment of catering business is also larger.

In the past 2011-2014 years, the number of brands withdrawn from restaurants has been 12, with the number of brands entering 20. The introduction of fashionable brands and popular brands, general public catering and high-end catering have been gradually eliminated.

4) the service category is "withdrawn without withdrawal".

The total number of brand names in the service sector has decreased by 5, such as the opening of children's photography with sesame seeds and the everlasting marriage photography agencies which are not in line with the high-end positioning of the Mixc. It may be just the choice made by the Mixc in its initial stage to reduce the vacancy rate.

Therefore, when the way of business comes to maturity, it is an inevitable choice to change these brands.