Major Brand Adjustment Shopping Malls Need To Be "Upgraded"

 　　 Demand and trend are changing Traditional retail industry explores differentiation

With the advent of early summer, after a wave of vigorous promotion of spring clothing, department stores have entered a period of adjustment and upgrading. Before the summer clothing is fully launched, the overall level of the store will be improved by optimizing the store brand, introducing new trendy products and replacing the brand with poor performance.

"Opening Soon", many citizens found that there are many such signs when they went shopping recently. Xinguang Tiandi, Beijing apm, Xidan Joy City, Hanguang Department Store... In summer, some shopping malls in Beijing are undergoing brand adjustment.

According to the analysis of industry experts, after a period of operation and management, the market environment that shopping centers face will change, the configured business types and tenants are also changing at different stages of the life cycle, and consumer preferences and fashion trends are also changing. These factors will drive the shopping centers to adjust passively or actively.

In the past, from Exit A of Wangfujing Metro Station, you entered the Oriental New World Shopping Center. Once you get on the elevator, you can see the popular boutique brand QDA created for urban fashion people, but now it is completely closed. The staff of the store said that the brand, which has been open for business for less than a year and a half, had withdrawn from the store last month and would be replaced with the SLY brand. "NEW SHOP Opening Soon" is printed on the exterior wall of the store.

Further ahead, we can see that the Haagen Dazs store that will be settled in is also being renovated, and it has replaced the Nanmo hat. In the eyes of consumers, Nanmo has a wide range of hats with beautiful styles, but the price is not "cute". The reporter found that there were nearly 10 brands in the adjustment on the negative floor alone.

H&M, ZARA, G2000 turn around, food highlights, and business guides are the first ones to be seen from the north gate of Dong'an Market to Beijing apm. The hot fashion brands are on the left, and on the right, they are all covered by decoration barriers, all the way to the shop before Swatch. The southern part of the east side of the second floor is still undergoing brand adjustment. The original C P. U. It has also been adjusted to the B1 floor, and the brand new image store has opened.

On the B2 floor of the third phase of the International Trade Mall, a jade shop is doing a big sale before the store is closed, and there are four or five brands are being renovated and adjusted.

On the occasion of the seventh anniversary of its opening, Xidan Joy City also opened the road of brand adjustment. According to the relevant person in charge of Xidan Joy City, there will be 70-80 brand adjustments in Xidan Joy City, with the adjustment proportion of nearly 30%, which is the largest adjustment since its opening. In the future, Xidan Joy City will have more trendy brands that young people like, as well as some emerging unique brands. Building a fashionable street will also become a focus of this year's adjustment.

Consumers with obscure location are easy to "ignore"

"Is your shop new?" "No, it's been two years!" The reporter heard such a dialogue outside the Pacific Coffee Shop. "Why haven't I seen it before?"

Only then did the author realize that there was such a coffee shop hidden in the south of the northeast gate of Beijing apm. At present, there is only one store in the corner that is open. The Chiba Jewelry Store next to it has already been closed. Milan Station, which opened about a year ago, has also moved away. According to the staff of Pacific Coffee Shop, this location is not so obvious, which is easy for consumers to ignore, and sales are even more difficult, which may be the main reason for the withdrawal of the shop. However, at the peak time of dinner at 18:30, Pacific Cafe had only one table of customers.

Consumers are very satisfied with the newly settled Dream Makeup and ck one of Hanguang Department Store. Ms. Yuan, who selects gifts for her mother on Mother's Day in front of the Dream Makeup Counter, said: "I always bought them for my mother before, and I think they are more suitable for her skin, and the price of Han makeup is more affordable." A pair of friends at another counter talked like this: "I can accept this price, which is more suitable for our working class white-collar workers."

·Analysis·

Adjustment brings freshness to consumers

Guo Zengli, director of China Shopping Center Industry Information Center, said that this is a normal adjustment once a year, because the mall has the last place elimination system, and some brands with the last sales results will be dismissed, and then some good brands will be introduced. However, the adjustment range is relatively small, generally not more than 10%. If the mall makes a substantial adjustment to the brand, it is that the positioning has changed.

Beijing apm shopping center has downplayed the sports brand. Cai Zhiqiang, the general manager, once said that because sports brands do not represent the development of trends, and the sales of ordinary stores are not as good as those of fashion stores. Therefore, the original sports brand has been adjusted from the first floor underground to the higher floor, and has been withdrawn from the mall until today.

"In the future, sports brands will appear as a business form of the mall, not the main item of the trend. After the adjustment, operators will also bear much less rent pressure, which will also be better for their performance." Cai Zhiqiang said that at present, the main stores are mainly concentrated in the shops near Wangfujing Street, which are cross floors, mainly in clothing, focusing on fast fashion, For example, the existing Forever 21, Gap, G2000, ZARA and the newly opened H&M stores.

He also said that 2014 is the fourth stage for Beijing APM to upgrade its brand. This year, it will promote the 361 ° all-round service system, and is very optimistic about the consumer market of young fashion groups. From the passenger flow and sales data of Beijing APM, the passenger flow in the first quarter of this year increased by 30% compared with the same period in 2013, The turnover increased by 25% compared with the same period in 2013 (including clothing brand sales increased by 25%, individual brands even increased by 30%, and catering also increased by 20%).

In Xidan, a big business district with fierce competition, Hanguang Department Store is also constantly adjusting to increase the proportion of light luxury brands. It is understood that four years ago, Hanguang Department Store introduced the light luxury brand Coach. Now this store has the best performance in Beijing. In addition, in terms of brand adjustment, Hanguang Department Store also introduced American fashion brand Michael Kors, skin care brand Hailan Mystery, etc. These brands used to only enter high-end malls such as Xinguang Tiandi and Guomao. In the industry's view, the light luxury brand caters to young people and is consistent with the current main consumer group of Hanguang.

Promote competitiveness with differentiated management as the main line

Guo Zengli believes that the market environment is changing, competitors are constantly adjusting their competitive strategies, eliminating some stores that do not attract consumers, and introducing more competitive brands. At the same time, consumer demand is also changing. With the increase of customer groups, the diversified contradiction of demand will become more prominent. If the variety and brand are not adjusted in time, the ever-changing consumer demand cannot be met.

He analyzed that, in fact, there are two reasons for brand adjustment. On the one hand, old brands are eliminated according to sales, such as the last elimination method; On the other hand, the positioning adjustment requires new brands to settle in, because the mall needs to constantly meet the new needs of the market, and also needs to introduce competitive goods and brands.

"In any mall, brand adjustment is necessary. If the mall stays the same, consumers will soon get tired of it. Therefore, if you don't adjust the brand, you should also modify the store or change the location, which is to bring some freshness to consumers." Guo Zengli particularly emphasized.

A brand with little passenger flow will not only affect its own sustainable operation, but also affect the operation of other tenants and the overall atmosphere of the shopping center. Some tenants in the shopping center are well-known brands, but they are not consistent with the target customer group of the shopping center. At this time, we can consider introducing other brands that can better meet the needs of customers, rather than eliminating old brands.

The time of brand adjustment is similar in department stores across the country, which is mainly adjusted quarterly. Once a year, the first and fourth quarters are the peak sales season, and no one will move. Therefore, we focus on the off-season, usually in June, July and August, and make adjustments in combination with the climate, consumers' needs and preferences to promote brand sales in September.

When traditional retail is exploring differentiated operation, brand adjustment is the general trend. Only through constant adjustment can the quality of the shopping center be continuously improved, can it meet the changing consumer needs, and can it remain invincible in the competition. In the future, the standardized shopping center model dominated by mainstream brands will be eliminated and replaced by the introduction of personalized brands.