Are International Leaders Sitting In Gold Seats In Shanghai?

According to the world clothing and shoe net, in the past few years, the entity store businessmen are still complaining that the online electricity supplier is too horrible. This year, all of them suddenly started running.

Times, I wish I could knead the line.

In the new retail era, we want to evaluate.

The comprehensive strength will naturally run away from the two lines of sales and offline stores.

Even though the electricity supplier industry has gone all the way, stores under the line still can not disappear. David Bell, a professor at Walton business school, thinks that the line has broken through the offline retail boundary, but the specific location of offline stores is also affecting the online shopping choices of consumers.

As a city specimen with its consumption attributes, Shanghai presents fierce competition in commerce and offers a variety of competing routes on line and online.

So we are going to see whether the big international players are sitting in gold seats in Shanghai. Is there any chance for the rising stars to become famous?

Through the online and offline multi-dimensional business data, combined with CBNData, with the fashion brand as the entry point, taking the city of Shanghai as the geographical coordinates, jointly launch the "fashion brand new power list Shanghai".

Important news: in November 30th, Mr. DT will hold the "2017 Shanghai city big data active report" (hereinafter referred to as the "report") in Shanghai. At that time, the BLECTS comprehensive strength list of Shanghai metro station will be announced and related topics will be published.

Please refer to the end of the article for the registration information.

The list shows:

The brand new force list of the fashion brand wants to measure the commercial comprehensive strength of the brand in a certain city. It consists of two parts: the online index and the offline index (the specific definition is illustrated by legend).

We first built a basic brand library, and screened out the top 50 brands from the top ten stores in Shanghai on the website of the public comment website. (50 of the brands after that were basically 1 stores in the radiation circle).

60% of the offline stores in the base brand store are located in the radiation circle of the subway station. We map the store situation in this area as a brand of the whole city in Shanghai.

+ brand screening is completed by the "1 km subway" and the NEXT intelligence project team.

I have to say that the online sales strength of big names and the location under the line really go hand in hand.

However, the track is enough, and everyone's direction is different.

Adidas and NIKE dominate the list, scoring two times online and offline.

This year's double 11, NIKE only spent 1 minutes to declare sales of 100 million.

The New Balance line of the sports brand is close to full score, but the product category is not diversified, and the online index is far less than the top two brands.

Compared with ZARA, a fast fashion brand, UNIQLO has a broader base of customers than those of the fast fashion brand. It has a broader customer base. The online index wins by a small margin, while the offline index is significantly ahead of ZARA.

Although the comprehensive strength is not enough to surpass the big sports players, the online offline service under UNIQLO's maturity has successfully connected the online and offline passenger flow.

At the same time, the "black technology" route is also very helpful for attracting passenger flow, including smart buyer's big screen, AR red envelope activity, and warm floral clothes made of recycled plastic bottles.

MUJI is not the same as other brands on the list. As the brand of the main lifestyle, there are not many shops on the line. However, due to the standardization of products and the quality of life, the online sales performance is good. The online index is obviously higher than the offline.

From the experiential store and your living room to MUJI HOTEL, which opened in Shenzhen and Beijing early next year, MUJI is also expanding the "lifestyle" brand boundaries a little bit.

Finally, in the top ten of the list, there is only one brand of domestic product, which is hot air.

The hot wind will pass through your whole world.

DT when he wandered in various stores, he often meets hot winds.

It's almost a treasure chest. Every single item of clothing you need from head to toe can be found in its shop.

Incidentally, the 21 year old brand started in Shanghai.

And it also produced a host of posture, in the 50 brands of slaughter took fourth, second only to Adidas, NIKE, UNIQLO three major brands.

Compared with the top three, hot air is not a big name, but it is also "no lame" under the line.

According to the city database, the hot wind has opened 45 stores in the 40 subway stations in Shanghai. The highest Adidas in the middle of the list also covers 44 subway stations.

Of course, large quantity does not mean quality, but the quality of its offline location makes the curious baby DT Jun have great interest. Does it follow all the big names in the site? (Note: all the discussions in this paper are confined to the subway station).

To solve this problem, we need to solve three doubts.

The first is: the HOTWIND and the brand business circle (the subway station radiation circle, the same below) coincide more.

The hot wind appeared in 40 business circles, of which 76% of the business circles also appeared Adidas or UNIQLO, followed by NIKE (69%), ONLY (67%) and VERO MODA (55%).

We can think that hot air and these brands are easier to embrace.

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The second puzzle is: who is the pioneer in these business circles and who is on the shoulders of giants?

When the store time in the public comment is taken as the shop opening time, we compare the opening time of the brand and the hot wind in the reclosing business circle.

(Note: 1. there may be a time difference between the collection time of public comment and the actual opening time.

2. because of the relatively early data in 2006, this article will not discuss.

)

From 2007 to 2009, in most stores, the hot air was in the "follow the state" (the upper part of the picture was bigger than the dark purple circle), and the business district was always occupied by other brands. This situation lasted until 2014.

In the next three years, the situation of hot air taking the lead in opening up new territories was much more obvious. Especially in 2017, for example, when Adidas was stationed in 4 business circles, there was already a hot wind waiting here. Hot air had also appeared in 3 new business circles stationed by NIKE.

However, it is all about opening up new territories. What brands are entering the business circle? This is our ultimate doubt.

In the lower part of the map above, we will simply read "any six brands in the commercial circle for the first time" and simply interpret it as "the beginning of business circles in business circles". We should record the brands that appear first in each trade circle, so as to observe the strength of the brand corresponding to the business circle, and whether there are other brands supporting the business form here when the hot wind enters the business district.

The distribution of the radiation circles of the brands that are the first to enter the brand is as follows: (according to the site BLECTS score):

Hot winds: Jiangyue Road, Jin Yun Road, Lou Shan Guan Road, Yishan Road

Adidas: Jingan Temple, Nanjing East Road, Shaanxi South Road, Xujiahui, Huaihai Middle Road, Zhongshan Park, Lujiazui, Hanzhoung Road, Hongkou football field, Jinsha River Road, Wujiaochang, Lianhua Road, Zhen Bei Road, Anting, Gu Cun park.

UNIQLO: Nanjing East Road, Xujiahui, Dapu bridge, Lujiazui, Jiangwan stadium, Jiangpu Road, Jinqiao Road, Sanlin, Anting, Pujiang town

NIKE: Jingan Temple, Nanjing East Road, Shaanxi South Road, Xujiahui, Huaihai Middle Road, Zhongshan Park, Lujiazui, Hanzhoung Road, Hongkou football field, Jinsha River Road, Wujiaochang, Lianhua Road, Zhen Bei Road, Anting, Gu Cun park.

ONLY: Xujiahui, Zhongshan Park, Lujiazui, Hongkou football field, Jinsha River Road, Anting

VERO MODA: Zhongshan Park, Hongkou football field, Jinsha River Road, Jiangpu Road, Anting.

From the distribution of the dark purple and purple red circles on the map, we can see that there are not many new business circles that can lead the development of hot air. Most of them have weak comprehensive strength (smaller circle radius) and are basically outside the inner ring.

In contrast to the other five brands, each of them is at least one of the most advanced city center sites with the strongest BLECTS comprehensive strength (a larger circle radius), and most of these sites are in the inner ring.

At this point, we can conclude that, in most cases, the hot wind is in the business circle which has been more mature, and the level of business circle is also higher.

There are not many business circles developed by it, and its strength is general.

The expansion of hot wind in most of the past ten years is in the following state, and its starting strength is not as good as the international standard. However, judging from the strength of the current line, it has already shown the effect of covering all major business circles in Shanghai.

As the only brand in the top ten brands, the hot air is not alone, because maybe in a few years, there will be other brands of Chinese products fighting side by side.

Among the fashion brands with counterattack potential, there are 60% domestic products.

Although there is a hot air brand in the list of head brands, the whole fashion brand in Shanghai is still a group of international bigwigs.

Mr. DT decided to look for those little brothers who might be able to make big moves, that is, the 50 brands in the database, which are temporarily inferior to their comprehensive strength but have potential counterattack brands.

The problem is coming.

How can we find the real potential in these brands? We divide the potential into two parts: Objective expansion of space and subjective expansion ability.

Objective expansion space: the difference between online index (demand for brand in the region) and offline index (offline store development status).

Subjective development ability: the growth rate of shops after 2016 (corresponding to the new shops included in public comment) and the quality of site selection (the BLECTS score of the subway station radiation circle in the report corresponding to the shop).

(DT) in view of the incompleteness of the early data of some websites and the actual situation of the expansion of the physical shops under the brand line, 2016 is chosen as the dividing point to study the development of the offline businesses.

)

Considering the objective expansion space, we select the brand with the online index higher than the median and performing better than the offline index as the seeded player.

According to the subjective development ability to further subdivide, the potential brand positioning in the shop growth rate and location quality two strength are higher than the median area.

Let's welcome the potential brands of the seed players: URBAN REVIVO (hereinafter referred to as UR), Semir, Taiping bird, Forever21, C&A.

I wonder if you have found that 60% of them are domestic brands.

When you see these five brands, to be honest, DT Jun also can't tell who is more surprised. Semir or Taiping bird?

In the minds of DT Jun, the two names of Semir and Pacific bird have been found in department stores of childhood memory, and those brands like UR, Forever21 and C&A do not seem to be in the same dimension.

Today become potential brands, what have they gone through these years?

Four words, brand upgrade.

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Founded in 22 years, Taiping bird has launched a brand upgrade in the last 3 years, squeezing into the battleground of fast fashion brands, and set up 6 sub brands in one breath: PEACEBIRD men's wear, PEACEBIRD women's clothing, Lok Ting LED 'IN, Mini Peace, Material Girl women's wear, Amazing Peace men's clothing.

PEACEBIRD also brought in a rookie supermodel and put on the new clothes of young designers.

(photo caption: he Cong and other supermodels for Taiping bird's clothing)

In this year's double 11 chop hand battle, PEACEBIRD women's wear and Lok Cho climbed to sixth and eighth women's wear brand sales, and PEACEBIRD men's clothing also ranked fourth in men's brand sales.

Shanghai's shop growth rate reached 46% after the 2016, and the new shop tentacles began to reach the central area. The subway station radiation circle of the new shops is the most powerful city center of Shanghai, the people's Square, ranking the sixth place in DT Jun's BLECTS system, as well as the regional central station Wujiaochang.

Previously, its best achievement was Zhongshan Park station (BLECTS ranked twelfth).

For a fast fashion face, Taiping bird earned 6 billion 300 million yuan in 2016.

As the brand of Zhejiang brand, Semir had already won 8 billion 100 million yuan in 2014 before the pformation. What's the story behind Semir?

Since 2014, Semir has developed 14 sub brands, including clothing, bags, shoes and hats, underwear and other fields.

First look at the online, 2017 double 11, Semir spent 4 minutes to reach 100 million yuan sales.

In the fashion new force list, Semir ranked eighth in the 50 fashion base brand central line, even more than the comprehensive strength of the head players ONLY and VERO MODA.

Look at the line below, the absolute number of shops under Semir line is not large, but after 2016, the growth rate of the Metro radial circle store reached 53%, slightly higher than that of Taiping bird, and its shop location score also correspondingly increased.

In 2017, the new shops that appeared on the public comment website were the best in Nanjing East Road (BLECTS system site third), Zhongshan Park and Yili road.

Before 2016, the best location Semir could reach was Changshou Road (BLECTS system site fifteenth).

The third of potential brands is UR, the fast fashion brand that has attracted much attention in recent years. It has no Chinese name, and its store furnishings and clothing styles are very similar to those of fast fashion brands abroad. It is hard to see signs of domestic brands.

Since it has entered the public eye, it has a fast fashion face.

UR has the highest growth rate, reaching 73%.

In recent years, UR, which has been expanding rapidly, has even begun to expand its overseas territory and enter the Raffles City in Singapore.

In Shanghai, although it has not yet entered the central hinterland of Puxi, its stores have already appeared in the radiation stations of subway stations in Lujiazui and Zhongshan Park.

In view of this, the traditional domestic brands suddenly turn around and really capture the hearts and minds of young people with the appearance of the tide card of a sub high street. This is a protracted war, and the rise of real Chinese goods may not be achieved by duplication of experience.

DT will continue to update the list of new brands of fashion brands.

More interesting reports, please pay attention to the world clothing shoes and hats net.