Department stores in the past 5 years the most cold winter fast fashion collection shop reverse the city layout

Since the second half of 2014, the traditional department stores have concentrated on the first, Hangzhou department stores, Zhanjiang wangfujing Department store, Guangzhou Good and many East pass shop has been closed. From April 28 to June 30, 8 stores had 12 stores closed.

On the other hand, the domestic and international fast fashion brands, to Uniqlo, Z a R and the name of the new style of lifestyle collection shop, but is accelerating expansion.

According to incomplete statistics, since last year, Uniqlo has opened 82 new stores, the total number of stores reached 25 7, Z a R a new shop 18, the total number of stores 137, MU ji no printing liang new shop 42, the total number of stores 10 0; Last September, the brand from Japan to introduce the country's famous products, The number of open shops is now close to 200.

These counter-city layout of the chain, by virtue of the category of large-scale, grab the popularity and affordability, such as the advantages of strong, become shopping malls and bustling business circle of the object of favor. South reporters found that the survey, including the Chinese square, Tianhe City, Cade Ma ll, and other large shopping malls, will be a lot of energy and resources into the name of excellence, no printing products and z a R A, such as a lifestyle collection of fashion brand; in Japan, this new lifestyle collection shop has accounted for 50% of the brand in the shopping center, Become a shopping center after food and entertainment and the bustling business circle to attract customers important main stores.

The declining trend of traditional department stores is spreading

Guangzhou Liwan District recently opened a large shopping center, stationed in the merchants have no traditional department store shadow, and H & M, Japan brand Uniqlo, excellent products such as the new main force. "5:3:2" was once considered the best proportion of department stores, entertainment and catering in shopping malls. But now it seems that the department store's appeal has been greatly compromised.

In fact, the development of the department store industry has long been revealed. According to the Joint Business Network statistics, as of March, published in the 2013 performance report, the country's more than 140 key listed department stores and shopping malls, nearly 30% of the company's sales year-on-year negative growth. Other statistics show that in 2013, the mainland single department store sales line T O P15, the performance of 4 stores compared to 2012 showed a decline, 1 flat. Among them, Xinhua performance fell 244.35% Year-on-year, Parkson business its net profit fell 58.4% year-on-year, Hangzhou Hundred and East Hundred group's revenue year-on-year also appeared to decline.

By the first half of the year, the overall decline in the department's general trend seemed to be spreading. A total of 8 stores, including Parkson department stores, department stores, modern department stores and new light department stores, were closed in 12 outlets in the first half of 2014, according to the report by the joint Business Network. It is the first time in nearly 5 years that China's department stores have been so concentrated.

New "Lifestyle Collection" family expands rapidly

One side is contraction, while the other is expansion. In the growing downturn in the department store, in Japan, Europe and the United States and other fashionable consumer markets have been popular new style of life collection shop in the low-key landing in the Chinese market ushered in a strong development opportunities. According to incomplete statistics, in 2013, Uniqlo opened 82 new stores in China, total number of stores reached 257, H & M opened 62 stores, the total number of stores reached 176; G A P new shop 28, stores total 71, ZA R A new shop 18, stores total 137; Ji No printing liang new shop 42, the total number of stores 100. Last September only officially stationed in the Chinese market of Japanese fashion leisure life brand Excellence products, now opened in the number of stores in China has nearly 200.

"This is because the commercial market in the division, the old times in the transition to a new era, and then in accordance with the rules of the game to do department stores, has not been with the era." "September 2013 officially into the Chinese market, Japan chain Fashion Leisure Life brand name Excellence founder Three Curtilage Shun also, in the interview with South reporters, said the so-called" new era "has three notable features: younger, Internet and flat. And now in China's rapid distribution of lifestyle collection brands, including Uniqlo, H & M and the name of excellence, it is accurate to seize the pulse.

Three curtilage Shun also explained that the Internet era has come, it is characterized by rapid change. It is understood that from the design, clothing to put on the counter for sale, the traditional clothing industry generally to use 6-9 months, international brands can be compressed to 120 days. In the new style of life with fast fashion characteristics of the brand family, G a p for 90 days, H & M for 21 days, ZA R a window every 20 days to change, and the name of excellence products every seven days a batch of new models.

In the channel, the traditional department stores in the brand to sell from the "factory" to "provincial agent" to "municipal agents" and then to "franchise shop." And like a brand such as excellence products, but you can pinch off all the intermediate links, do from the "factory" directly to the "shop" or from "brand" directly to the "shop."

Product positioning, a new style of life collection shop aimed at petty white-collar workers. Because of the younger customer base, the product is more design elements, more selective. such as the name of excellence products, there are more than 5,000 SK U, as long as into the shop, there is always a two things can impress customers.

"High quality and low price" against online consumption?

It is reported that the famous products since the introduction of the country last September, more or less caused some doubts. But oddly enough, markets and consumers have given the brand more recognition.

One of the country's shop opened last October 1, the current performance stability in the rise, the annual growth rate is expected to reach 30%. By the time the reporter interviewed, the brand in less than a year, quickly in the Chinese market cloth point nearly 200. Excellent products Guangzhou Zhonghua Square Shop is opened opposite the H & M, according to the mall staff, the store is more popular than H & M; Beijing Road Shop, the peak of a day to pay the passenger can reach 5000 people; August 16, the name of excellence in Dongguan Tianhe City opening, the store statistics show that the weekend for two consecutive days, Single-day sales are ranked first.

According to three curtilage Shun also revealed that the next two or three years, the name of excellence will be in Hong Kong, Macao and mainland China's one or two-line business circle and high-end shopping malls open 1000 stores. This does not include the three or four-line city. According to their plans, in five years if the layout to a small city, open shop volume will reach 10,000.

"As long as the product makes customers like it, we are willing to make a single product less profitable, which is the core of the project." Some people say we are the only ones who dare to challenge the Internet because our prices are lower than those on the Internet. "Three Curtilage Shun also cited as an example, in the name of Excellence products, a Japanese fashion umbrella to sell only 10 yuan, compared to similar products and more than one times the lower." "Our product design after the global bidding, through High-volume orders, to get the lowest price." For example, 10 yuan of umbrellas, one-time order is 1 million. This may be a year's sales, pressure in the warehouse. We have a buyout system for our factories, but this is a big challenge for our money and our marketing team. ”

How to defuse this pressure? "Operators must understand not only business but also philosophy." What is more, what is less? This is a philosophical question. Business do not pursue short-term profiteering, but to a steady, this is the fundamental way of enterprise foothold. On the surface of a product to earn very little, if the repeated purchase, continue to buy, its profit is very substantial. If a single product is highly profitable, it hurts the customer, and once the customer finds that someone is lower than you, it will leave you. According to three curtilage Shun also introduced, at the highest peak, a shop can sell 1000 umbrellas a day. "This is a very special model, a small profit, relying on the size of the fund and the overall coordination ability of the team, high threshold, other people want to go in difficult." On the other hand, in the retail industry, who first moves, who occupies the advantage of market opportunities this good card has been taken away by us. This is also the reason why we should first occupy the mainstream shopping mall. ”

[industry says] Guangdong circulation Industry Chamber of Commerce Executive President Huang Wenjie New Way of life collection shop can get "repeat consumption"

Like the name of excellence, Uniqlo such brands, are staring at the daily use rate and consumption of higher frequency products, while also catching the fashion hotspot, the price is not high, consumers have the impulse can buy do not need to consider the price. He believes that the common characteristics of the new style of life is to grasp the trend and consumer psychology, through the commodity price, category, style of attraction, to promote a customer or even repeat consumption, the formation of Word-of-mouth and loyal customer base, while speeding up the number of goods turnover, so as to achieve good operating efficiency. "Now whether shopping malls or bustling business circle, the most important thing is to achieve consumption and repeat consumption, the new style of life collection shop is to do this, to a one-time consumption as a breakthrough, triggering multiple consumption."