How To Reform The Mixc'S Overall Format Adjustment?

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.

Clothing brand growth was strong, a total of 11 brands increased, covering 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 The total number of brands has been withdrawn 18, and the number of brand names has been 45, with 7.5 brands being replaced annually.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 item.

The overall brand level has a positive effect.

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) enhanced

The area of entertainment business has 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.