Nordstrom: "Two Yuan" Shop To Create New Exploding Points

As a shop with a high end, North Stone has caught more through discount stores.

At the same time, it has not affected its brand image.

According to North's annual report, as of the end of 2014, it has 119 full price stores and 167 discount stores in 36 states, and its discount stores are expanding rapidly.

It is in "2014"

Demo said that in five years, the business of discount stores will increase from 17% to 24%.

Data show two shops

Only 10% of the customers are overlapping. In other words, while ensuring that a large number of customers are still buying at full price stores, while north opens a new market through discount stores, discount stores become their cash cow business.

At the same time, compared with the average price of 20000 square meters, the average area of discount stores is only 3250 square meters, which is easy to find on the one hand, and lower on the other hand, so that it can carry out business at a lower cost.

Not only that, but in fact, North Stone solved the biggest problem in the physical retail industry through discount stores, that is, how to attract millennial customers, that is, customers born between 1980 and 2000, equivalent to 80 and 90% of domestic customers.

Many retail giants including Messi department store have found that because of the preference for electronic products, many 80 and 90 percent will reduce the number of shops to buy - food can not be bought less, but clothes can be bought less.

This discount store is very attractive to them, considering that many of the consumers in this age are still paying for a student loan (or just finished).

At the same time, when customers do not have money, "do not abandon" customers, so many customers will come to full price shops when they get on the right track. In this process, North Stone has created a way of buying from discount to full price, locking customers firmly in their own life circle.