Brand Adjustment: The Brand With Inferior Renting Ability Is Eliminated.

The only L1 floor indoor restaurant fire compartment soil withdrawal is due to the L1 layer, whether it is brand grade (popularity, brand image, etc.) or rental income requirements are higher.

And the fire soil as a food and beverage, first, the renting capacity is weak, the profit margin is limited; two, the brand is relatively low, and the popularity is poor. In the case of the Mixc's growing maturity and the continuous improvement of profitability, it is only a matter of time before it is withdrawn.

Apart from the withdrawal of brand, the adjustment of brand position or the increase or decrease of pavement is also worth noticing.

If Bottega Veneta is pferred from 175/178 to 143/145, it will become worse in proximity to the bathroom.

The main reason is that the downward diffusion of the target customers in the Mixc makes consumers prefer the brand with high social recognition to the needs of flaunting and comparing. In preference to products with obvious Logo, they show their social status.

Bottega Veneta's luggage is famous for its manual weaving and no Logo. Its target customer group is an elite group with a certain aesthetic taste, low key and quality, which is not compatible with the main consumer group in the Mixc.

Therefore, there are two possibilities for its future development. First, with the growing maturity of the luxury market in Shenzhen, the main consumer groups in the Mixc will have a better understanding of luxury brands, and their consumption motives are biased towards self satisfaction rather than flaunting. The real luxury goods such as Bottega Veneta will regain the market. Two, after a long period of time, the main consumer groups in the Mixc continue to expand, but they still maintain such consumption characteristics.

To sum up, the proportion of apparel and clocks / Jewellery / jewelry business in the L1 layer has increased significantly, due to the two phase of the Mixc's opening. The international brands introduced are clocks / Jewelry / accessories, men's and women's wear formats.

The proportion of non international brands, such as food and beverage, and gifts, is relatively low (the proportion of restaurants after the two phase of business starts to increase briefly, then decline).

3) L2 layer format adjustment is mainly concentrated in clothing, watches / Jewellery / Jewelry formats, of which clothing area is increased by about 3800, while L2 is dominated by men's and women's clothing.

In the 2008-2013 year, there were 31 brands in the L2 layer, 21 brands were withdrawn, and the number of brands increased by 10.

The main business level of L2 is clothing for men and women. The area of men and women clothing is enlarged by about 3800, and the area proportion is increased by about 27%.

The original service format of sesame opening children photography and everlasting wedding photography were withdrawn, and the proportion of formats was reduced to zero.

The original leisure

Tommy Hilfiger and Timberland withdraw, L2 layer only JuicyCountry a leisure sports brand.

The proportion is down.

The adjustment of the proportion of various formats enables the L2 floor to be dominated by men's wear and women's wear.

In addition, over the past 2011-2013 years, new gift formats have been upgraded to high-end gift brand flange porcelain (down from the L4 level) and ancient Wu Xiuhuang (up from L1 level) to L2 level to enhance the Mixc L2 experience.

Format adjustment time - clock / watch

The adjustment of jewelry industry is mainly concentrated in the early stage of operation, and the adjustment of apparel industry is mainly focused on the stable operation period.

The clocks / Jewellery / jewelry category adjustment mainly focused on 2008-2010 years. With the opening of the two phase of the Mixc in 2009, international luxury brands have been stationed in the Mixc. The Mixc's high-end retail positioning is becoming more and more prominent. Watches and Jewellery / ornaments are highly favored by shopping centers with high unit price and high rental capacity. Whether from the overall image of the shopping center or the brand's own rentability, watches / Jewellery / Jewelry formats are introduced to the shopping center at the early stage of its opening.