Shopping Malls Are Different, Business Performance Is "Ice And Fire".

According to incomplete statistics, there will be 24 clothing stores that have been transferred out of the one or two floor of a large shopping mall in the future, and many of them are located in the high quality shops and famous brand shops. There are different reasons for the transfer of rents. It is called "home in the field, and a wife who takes care of children." One of the women's clothing stores at the bottom of the glass door "opening twenty percent off" poster has not yet been removed, it is convenient to hang out the "full store clearance" red banners, the rental side explains that the owner has only been running for about 3 months, the main purpose is to clear up the winter clothes.

Different from the above shops, there are quite different situations in the following places.

27 shopping malls and large Shanghai shops are in normal operation. Jin Rong's commercial city is like a stream of people. The people on the aisle are jostling with each other. They want to basically rely on crowding. "Now shops are scarce and almost empty. 2010~2012 was more popular than ever. It was almost impossible to find a shop. Rent seeking " Jin Rong commerce city merchants and market side said.

The same is for sale. clothing Why is there such a phenomenon of "ice and fire"?

"This is related to the different business models of each shopping mall. In the future, the large shopping mall will take the form of commercial real estate leasing. A shopping mall on the 27 road is a shopping mall store with a point deduction plus a guarantee. It is not possible to allow shops to be vacant. The requirements for merchants to enter stores are very strict. It depends on whether your brand is in line with the requirements of the cabinet, the positioning of the consumer groups, and the last elimination system. Insiders said, "the clothing market of Zhengzhou Railway Station business district has been accumulated for many years, the passenger flow is stable, and the clothing business is just needed, so there will be no store closing tide."

But it is undeniable that after more than ten years of employment, Zhengzhou Shi Yujun, a large wholesaler of the world trade center, said that the phenomenon of "shut shop" did exist, mostly concentrated in stores along the street. "This is a normal metabolism and self elimination in the industry, but there are more recent deaths than new stores."

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Compared with the independent designers who are heated discussions today, Shenzhen's early fashion brands are more concentrated. In 1997, Zhao Huizhou selected the first women's clothing store in Shenzhen to choose the new shopping mall in Huaqiang North. Without any study background, starting from a crowded shop, Zhao Huizhou's company "Yi Hui" now has three brands: Yi Hui, HUI and SOFA.

If you carefully check the women's clothing brands that have started in Shenzhen, they will find that they are unusually consistent with the mature women's market. Go to the shopping mall's mature women's wear circle, and quite a few brands come from Shenzhen.

"The brands of Shenzhen are all women's clothing now, because they are all brands that were created nearly twenty years ago, and then grow as consumers mature day by day." Zhao Huizhou said yes.

In other words, there are many problems in the early stage of Shenzhen's women's clothing brand in the new market, and the brand is aging. But Zhao Huizhou found that compared with the 40 year old woman 10 years ago, the new group of 40 year old women had changed greatly in their vision and lifestyle. The situation of these brands is becoming more and more awkward.

But for the mature women's clothing, Zhao Huizhou also thinks it has its rationality. "Young people's consumption power is often lacking, and high-end consumption is still relatively mature. This group's consumption ability and consumer market are relatively mature."

However, when more and more design students are graduating from abroad, the concept of personal brand and independent designer is becoming more and more popular. After all kinds of buying shops sprang up like mushrooms, the appearance is as lively as Beijing and Shanghai. Shenzhen seems to be out of doors.

Shenzhen is not aware of this problem, so it was the first Shenzhen fashion week hosted by the Shenzhen Municipal People's government and the Shenzhen garment industry association in April this year. But the government led fashion week was changed from the original planned November to April. In the Shanghai fashion week, the fashion week in Shenzhen was not so satisfactory.

"Shanghai fashion week's positioning is very clear, that is, you can see that seventy or eighty of the new designers and independent designers released the show. This fashion week in Shenzhen also has independent designer brand, but because of its strong commercial brand, it has drowned them. " Zhao Huizhou said.

Shenzhen is not on the bustling cusp. In Zhao Huizhou's view, it is also because independent designers are clustered in relatively concentrated cities, which can not blossom everywhere because they are small. And people who want to catch up with these buyers or new designer shops are very individual people, and they are still concentrated in Beijing and Shanghai.

As one of the most active cities in China, Shenzhen's purchasing power is actually very strong. According to the data released by the National Bureau of statistics and the survey of Hurun, the annual disposable income of Shenzhen in 2014 was 40 thousand and 900 yuan, and the number of multimillionaire was around 50 thousand, and two data ranked third in Shanghai and Beijing. Cantonese are more likely to spend money on food than on clothing, but Shenzhen is an immigrant city and the proportion of Cantonese is not high.

In fact, there is no shortage of independent designer brands in Shenzhen. For example, Vmajor, founded by designer Zhu Wei te and Lin Xiao Xin, was founded in 2012. In 2006, the two graduated from the London College of Fashion dress design department and the visual communication specialty of Camberwell College of Art.