Chengdu: "Go To Department Store" To Restore Brand Pursuit

< p > in recent years, the "a href=" //www.sjfzxm.com/news/index_p.asp > Chengdu < /a > shopping center has developed rapidly, and the contention between brands and passenger flow among shopping centers has intensified.

A large number of new brands have been brought to Chengdu, so that Chengdu's long-awaited "fast fashion" has been widely launched and expanded rapidly.

In the past, department stores were regarded as the "essential" main business format of shopping centers to some extent.

Today, UNIQLO, GAP, ZARA, H&M, and BELLE, map and sonystore have attracted a lot of attention. They have become a hot spot for new shopping centers.

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< p > < strong > > go to department store > /strong > /p >

< p > < strong > restore the pursuit of brand < /strong > < /p >

"P", "all over the city" is a representative of jewelry store.

Wu Peibo further revealed that the next step in Fuli Plaza will go further in the collection store.

"We will introduce and plan to introduce Korean brand collection shops, fashion collection shops, leisure sports collection, cosmetics collection stores, shoe collection shops, women and children collection stores, children's collection stores, 3C product collection stores, etc."

Wu Peibo believes that "going to department stores" is the trend of the development of shopping centers in the future. "In the current consumption mode, the influence of single brand has gradually surpassed (franchised stores) as a target department store, and considering the collection of stores instead of general merchandise is to restore consumers' pursuit of the brand itself, and at the same time, because of the reduction of circulation links, it has brought more benefits to the brand and terminal consumers."

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< p > in addition to the whole product one stop, the price is obviously the most worthwhile advantage of the category store.

The biggest footwear brand agent, BELLE international, has also opened its own category store "BELLE MAP" in nine and Raffles this year.

Su Yan, assistant general manager of BELLE international Sichuan branch, said in an interview that the full name "map by BeLLE" shoe brand store is aimed at introducing new concepts to consumers, including the most popular shoe brands in Europe and China, including BELLE, Teenmix, he, she, Bai Shi, sun Da, Staccato, Zhen Mei Shi, Miao Li, Mei Bao, and BCBG, BABT, CAT, MERRELL and other international famous brands.

In addition to allowing customers of all ages to feel the one-stop shopping experience, Su Yan also said: "we have a big advantage as a collection store, that is, we can have more room to play in the display of brand image, and more flexible in terms of price and promotion policies."

It is reported that since the opening of BELLE MAP, it has been over estimated whether it is in the stream of people or in sales data.

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Mr. Cao, head of the Sichuan region, "p a" and "a href=" //www.sjfzxm.com/news/index_h.asp "all over the city love /a," also said that as the first store in Southwest China, the goal of Chengdu's love affair is to hope to bring "fairer" prices to the people of Taiwan with their own price advantages, resource advantages and new jewelry sales mode.

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< p > < strong > category store > /strong > /p >

< p > < strong > > new shopping center investment > /strong > /p >

< p > in this year's new projects, Cade commercial performance is most active, one after another in Chengdu, charming city store, Jinniu shop two and Tianfu store.

From these projects exposed main shop lineup, still did not see the main department store figure, category collection shop is still the protagonist.

Zhu Wenhuan, general manager of the West China region, said: "like wave sports in Kade square, Jinniu, it has been in operation for six years, and sales are among the top three. Such a good performance will certainly go deep into cooperation." strong wave sports "will also appear in Kade square Jinniu two.

At the same time, the BELLE MAP store, which has dozens of famous shoe brands, will also enter Jinniu two.

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< p > Zhu Wenhuan analyzed the popularity of category stores: "now, the brand awareness of consumers is getting stronger and stronger. Category stores are the trend of this demand, which is conducive to the development of fixed passenger flow."

As for Kade commercial in the domestic why not cooperate with the department store, Zhu Wenhuan bluntly, to provide a full range of formats, emphasize shopping experience shopping center first is to comply with the change of consumer demand, and shopping environment and the image of the special shop is generally better than the traditional department stores.

In addition, the department stores, which often require two to thirty thousand square meters of weight, tend to lower the rent and extend the signing time. For shopping centers, it is difficult to realize pformation and adjustment besides the consideration of rents.

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< p > the Chengdu 339 joyful ode, which is scheduled to open in the year, has an overall commercial area of about 100 thousand square meters. It is a shopping center focusing on creating a family atmosphere and paying attention to customer experience.

H&M, UNIQLO, GAP, big food, thousand color store, SASA, children Wang, Another, Xinyu watch, MONKI, VIV, SPRINGFIELD and other brands are all collections of category stores, which account for about 35% of the total retail area of the project.

Deng Yijian, general manager of Huarun's 339 joy song shopping center in Chengdu, said: "category stores provide one-stop shopping, providing tailored fashion and professional guidance services to consumers with high brand loyalty, making consumers experience more relaxed and enjoyable."

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< p > < strong > voice < /strong > /p >

< p > strong > department store should go to stay? < /strong > /p >

< p > < strong > the key lies in the volume and location of shopping center < /strong > /p >

< p > according to the practice of international shopping center operation format combination, department stores are the most important core stores of shopping centers. They not only play a role in attracting customers, enriching commodity categories, reflecting the location of shopping centers, and contributing to stable returns, but also the presence of department stores helps to improve the penetration of shopping centers to target customers. From this perspective, the benefits of department stores to shopping centers are beyond doubt.

However, as brand homogenization is becoming more and more serious, department store competitors are pformed from brand to store environment, service and promotional activities.

The main reason for the failure of Guang Bai department store is the lack of awareness of brands in Chengdu.

Whether department stores can bring popularity to shopping centers is closely related to the local acceptance of department stores.

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< p > < strong > deputy general manager of Wangfujing department store in Chengdu: Zhao Yingming < /strong > < /p >

< p > < strong > studying consumer psychology is the most important brand combination. < /strong > < /p >

< p > "shopping centers in Chengdu do not necessarily have to hand in department stores."

Chengdu Wangfujing department store deputy general manager, a href= "//www.sjfzxm.com/pioneer/" > Zhao Yingming < /a > frankly, "domestic developers can directly face the brand, and the brand is directly placed in the shopping center, which is more advantageous to the store image and brand display.

For consumers, it will not deliberately distinguish between the shopping center store or department store cabinet.

Therefore, how to satisfy the needs of consumers is the most important thing to study the brand combination of consumer psychology.

However, he believes that consumers' recognition of brands and the limitations of their dealers' ability to make shopping centers in Sichuan's two tier cities suggest that department stores should be the main stores.

"Shopping centers in second tier cities need department stores to play the advantage of brand lineup and guide local consumers."

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< p > < strong > Kade commercial regional manager Zhu Wenhuan, China West: < /strong > /p >

< p > < strong > if you join hands with department stores, avoid the same brand name < /strong > < /p >.

< p > however, the department stores have a higher demand for area, usually 1~2 square meters.

"If a 30 thousand square meter shopping mall has 20 thousand square meters for the department store, there will be a problem," said Zhu Wenhuan, regional manager of Western China.

It restricts the combination of other kinds of services such as leisure, gastronomy, entertainment, tourism and tourism, and also loses the functional orientation of one-stop shopping.

However, if a 100 thousand square meter shopping mall increases the department store's marriage, it may provide more choices for consumers, and it can be regarded as a good direction.

At the same time, he pointed out that if you choose to join hands with department stores, you also need to avoid brand similarity.

"On the whole, whether department stores and shopping centers are" hand in hand "can only make the best judgement decisions based on the exact analysis of the specific circumstances, so that the shopping center can be prosperous for a long time.

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< p > > strong > General Manager of Chengdu 339 happy song shopping center, Huarun: Deng Yijian < /strong > < /p >

< p > strong > category store provides consumers with more convenient fashion matching scheme < /strong > < /p >

< p > for this, Deng Yijian, general manager of Huarun's 339 joy song shopping center in Chengdu, gives the answer: choosing the main department store or category store, which requires comprehensive decision-making according to the scale of the project, the regional characteristics, the pportation facilities and other factors.

The advantage of the main department store is that it can provide a stable profit return for the shopping center, increase the volume of passengers, and have a higher degree of collection.

The advantage of "category store" is the smaller demand for the area and the greater contribution of the rental profits. It can provide the consumers with the most fashionable solution.

Even if the main department store is affected by the fierce trend of the current electricity supplier, and at the same time, it is facing the trend development of the shopping center's introduction of the category store, but it will still occupy a place in the shopping center. The key is to focus on the role pformation and the pformation of the cooperation mode with the shopping center.

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