Wenzhou Shoe And Garment Enterprises Are Confident In Xiamen.

Xiamen is a city with very developed department stores. According to incomplete statistics, the per capita business area is 5 times the national average level, and the department store industry occupies a large proportion.

This is largely attributable to the "temporary", "immigrant" and "tourism" characteristics of the consumer groups. From XinDa duty-free shopping mall, new world department store to Lai Ya department store, Paris spring department store, Tianhong Mall (002419, stock bar), Wanda Plaza, SM Plaza and Hualian Department store, the department store has high density and consumptive power, which directly or indirectly affects the department store to take the "big name" route, and the international brand and part of Hong Kong, Macao and Guangdong high-end brands become consumers' first choice.

The brand of local brand and neighboring city of Quanzhou is also favored by consumers because of their misalignment.

Reporters visited several mainstream shopping malls in Xiamen, locating in high-end fashion brands such as crocodile, BELLE and other high-end brands. Among them, shoe brands are mostly Guangdong brands; Tianhong shopping malls and Paris spring department stores are mainly international brands and Guangdong brands, such as Ecco, Bata, Goldlion, Goldlion and so on. Hualian department stores contain many popular brands, but local and Jinjiang, Guangdong and other places have the middle end brand performance in general; while other high-end shopping malls, department stores, such as XinDa duty-free shopping malls, new world department stores and other high-end boutiques can hardly find traces of Wenzhou brand.

"Do not enter high-end shopping malls, do not do big brand does not mean that the brand does not have the market."

Xiamen Paris spring department store professional manager Yu Shui Jin revealed that the positioning of many foreign brands is different from the overall positioning of Xiamen department stores, but it can also be seen in other marketing channels. Wenzhou brands, whether in terms of image design or grade, are similar to Quanzhou and Xiamen local brands. The promotion of competition will be fierce, but brands outside the department stores, such as AOKANG, red dragonfly and Barbara, are still more popular with consumers.

"There are Wenzhou brands in the Zhongshan Road business circle and the pine and cypress business circle. They used to go shopping with friends."

Chen Xiaobin, who is doing trade in Xiamen, often receives some friends from abroad. She told reporters that Xiamen is a tourist city and the main force of consumption is mainly foreign. Apart from the big brands, most of them choose exquisite and personalized brand shops, especially those with high reputation and "high reputation". "Shopping environment is an important factor that affects many consumers' choices."

Another way to seize the consumer market

Many brands, especially shoes and clothing brands, operate almost the same way. In a narrow sense, they think that making brand is to open a store.

The phenomenon of terminal homogeneity is becoming more and more serious.

With the maturity of the market and the increase of operation cost, the survival of this mode will be worse and worse.

In recent years, many shoe and clothing brands in Wenzhou gradually fade out of the Xiamen market because of "acclimatization".

However, there are still many Wenzhou brands staying here, and the market performance is still excellent.

From Zhongshan Road, Siming South Road to Dazhong Road, Xiyue Road, journalists can see Wenzhou brand shoes and clothing store.