China'S Original Brands Began To Become Neighbors With International Brands.

It is reported that Beijing's overseas Chinese shopping center has developed a brand-new brand combination. In the past, it could only be located in the old department store.

The local brand has now become a neighbor with the international top brand, changing the traditional shopping center brand combination pattern.

In the hometown of overseas Chinese, luxury luxury brand NE. TIGER is located on the opposite side of Van Cleef & Arpels, the world's top jewellery brand. Its upcoming dress is close to the French high fashion brand PierreBalmain, while the wrist watch IWC is opposite to the Chinese designer brand CHIZHANG.

The combination of pure Chinese fashion brands into the world's fashion brands is unprecedented.

Lai Guoxian, general manager of Qiao Fu lawn, said that this brand new combination mode is on the one hand that the market intends to do it. On the other hand, the high quality domestic fashion brand has indeed formed the power to change the brand combination pattern of the old shopping mall in terms of quality and influence.

Coincidentally, there are more and more local fashion brands such as Xinguang world, China World Trade Center mall, Joy City, old Buddha's department store and so on.

JNBY Jiangnan Bu Yi, ZUCZUG Su ran, EIN and EXCEPTION exceptions, as well as the presence of independent designer brands in China, not only occupy the core position of the mall, but even live with the international second tier brands.

According to the statistics of China general merchandise Association, in the past, in Beijing shopping malls, clothing and shoes and hats accounted for about 40% of Chinese brands, while cosmetics and other brands accounted for 20%.

In terms of sales, China's brand sales account for about 30%, and mainly in the middle and low end.

Nowadays, such brand structure has been gradually broken.

In the past, domestic brands, with the label of "localization" or "rustic" label, as the fashion women's "big women's clothing" brand, often used to open stores in the domestic brand areas of old department stores and other domestic brands.

At present, only the first tier shopping malls in Beijing, the new domestic fashion brands in the first tier and two floors, which have been monopolized by international brands, have increased significantly, and have become neighbors with international brands.

However, want to follow

Neighbors also need to pay the price, that is, high store rentals.

It is reported that at present, the first tier shops in Beijing are all at the top of each floor.

Take the China World Trade Center mall as an example, the rent is about 93-100 yuan / Ping / Tian, the Oriental Xintiandi is 80-90 yuan / Ping / Tian, Xinguang world is 70-80 yuan / Ping / Tian, Qiao Fu lawn, Joy City, Sanlitun Taigu Li south area is 60-70 yuan / Ping / day.

The average rental of general stores or old-fashioned department stores is different from 30-50 yuan / day / day.

It can be seen that if domestic brands want to set up shop in the shopping centres with large brands, strong financial strength is an essential condition, and the cost of the corresponding brands will also increase significantly.

In this regard, CHIZHANG Zhang Chi brand said that the shop opened next to the front line brand.

Very high, but as a brand image shop, more people can understand the style of CHIZHANG Cheung Chi, can actually feel the fabric and design of clothing, in turn, promote online sales.

The director of a shopping mall believes that there are more and more shopping centers focusing on domestic brands.

Lack of funds, business operation needs to be improved, and lack of management experience is a common problem faced by new brands.

In the future, when shopping centres choose new brands, they will not focus on whether the brand is a domestic or foreign brand, whether there are more mature business background and operational management strength, and whether the quality of product design is the core issue in the new brand investment.

It can be seen that at the same time, the domestic brand is hot, how to enhance its own brand management consciousness, strengthen the business operation ability and capital strength, so as to realize the foothold in the front line market, which is the problem that the domestic brands have to take into consideration.