Fast Fashion Collection Stores, Reverse Market Layout, Department Stores Are In The Coldest Winter In 5 Years.

Since the second half of 2014, tradition

The first is centralization of shops, and Hangzhou Zhong Du department store, Zhanjiang Wangfujing department store and Guangzhou trust Mart East Hill pass shop have been closed down.

From April 28th to June 30th, 12 stores in 8 department stores were closed.

On the other hand, domestic and international fast fashion brands are based on UNIQLO,

The new life style collection shop, which is famous for its products, is accelerating its expansion.

According to incomplete statistics, up to the end of last year, UNIQLO has opened 82 new stores, and the total number of stores has reached 257; Z A R A has opened 18 stores, and the total number of stores is 137; MU JI has set up 42 new outlets for Muji and 100 stores; in September last year, the brand was introduced from Japan to the domestic famous brand products, and now the number of shops is close to 200.

These chain companies with adverse market layout are favored by shopping centers and prosperous business circles by virtue of large-scale scale, popularity and strong affordability.

According to a survey conducted by Nandu journalists, large shopping centers including Zhonghua square, Tianhe City, Kade MA LL and so on will bring a lot of energy and resources into the fashion and leisure brands with famous lifestyle products, MUJI products and Z A R A and so on. In Japan, this new lifestyle collection store has accounted for 50% of the brand in the shopping center. It has become an important main store after shopping and entertainment.

Recently, a shopping mall in Liwan District, Guangzhou has opened up, and there are no traditional department stores in the shops. H & M, Japanese brand UNIQLO, and famous brand products have become the new main force.

"5:3:2" has been considered the best proportion of department stores, entertainment and restaurants in shopping centers.

But now, the attractiveness of department stores has been greatly reduced.

In fact, the weakness of the development of department stores has long been revealed.

According to the statistics of the joint venture network, as of the 2013 annual performance report released in mid 3, nearly 30% of the more than 140 key listed department stores and shopping centers in the country had a negative year-on-year growth in sales.

According to other statistics, in 2013, the sales volume of T O P15 in the department stores of the mainland was 4, and the performance of the department stores was lower than that in 2012, and 1 were flat.

Among them, Xinhua's performance decreased by 244.35% compared with the same period last year; Parkson's net profit dropped 58.4% compared to the same period last year, and the revenue of Hangzhou Jie Bai and Dong Bai group also declined.

By the first half of this year, the general downward trend of department stores seems to be spreading.

In the first half of 2014, the main retail business statistics published in the first half of 2014 showed that from April 28th to June 30th, there were 8 stores closed, including Baisheng department store, Zhong Du department store, modern department store, Xinguang department store and so on.

The concentration of such stores is the first time in China's department stores in the past 5 years.

The new "lifestyle ensemble" family is expanding rapidly.

One side is contraction, the other is expansion.

In the increasingly depressed department store industry, a new type of lifestyle shop in Japan, Europe and the United States, which has been popular in the fashion market, has ushered in a strong development opportunity after landing in the Chinese market.

According to incomplete statistics, in 2013, UNIQLO opened 82 stores in Huaxin, and the total number of stores reached 257; H & M opened 62 stores, and the total number of stores reached 176; G A P opened 28 new stores, and the total number of stores was 71; ZA R A opened 18 new stores, and the total number of stores was 137; M U JI, Muji new stores opened 42 stores, and the total number of stores was 100.

In September last year, the Japanese fashion and leisure life brand entered the Chinese market. Now there are nearly 200 stores in China.

"This is because the commercial market is differentiated, the old era is pforming into a new era, and then doing the department store according to the old rules of the game has not been able to keep up with the times."

In September 2013, Miyake Junya, the founder of the Japanese chain fashion and leisure life brand, who started to enter the Chinese market, said in an interview with Nandu reporters that the so-called "new era" has three notable characteristics: youth, Internet and flattening.

At present, the rapid collection of lifestyle brands in China, including UNIQLO, H & M and famous brand, are precisely catching the pulse.

Miyake Junya explained that the Internet era has arrived, and its characteristic is rapid change.

It is understood that from the design, clothing to sell on the counter, the traditional clothing industry generally takes 6 to 9 months, the international brand can be compressed to 120 days.

G A P is the 90 day in the new lifestyle that features fast fashion. The H & M is 21 days, ZA R A's windows are changed every 20 days, and the famous products are new in every seven days.

In terms of channels, the traditional department stores sell brands from "manufacturers" to "provincial agents" to "municipal agents" and then to "franchisees".

Brand names such as famous brand products can pinch off all the intermediate links, from "factory" to "shop", or from "brand business" to "shop" directly.

Product positioning, the new lifestyle collection shop aiming at petty bourgeois white-collar workers.

Because customers are younger, products are more design elements and more selective.

For example, there are more than 5 thousand SK U, and there are always one or two things that can touch customers if you enter the store.

"High quality and low price" against online consumption?

It is reported that since the introduction of famous products in September last year, it has aroused some doubts.

But strangely enough, the market and consumers have given the brand more recognition.

Its China first store opened in October 1st last year, and its performance has steadily increased, with an annual growth rate of 30%.

By the time of the interview, the brand quickly distributed nearly 200 in the Chinese market in less than a year.

The Guangzhou Zhonghua Plaza store is located on the opposite side of H & M. According to the mall staff, the popularity of the shop is more prosperous than that of H & M; the Beijing Road store has a daily pay of 5000 passengers at peak hours; in August 16th, the famous and excellent products were opened in Tianhe City, Dongguan, and the sales statistics showed that the weekend was the two consecutive day, and the single day sales ranked first.

According to Miyake Junya, in the next two or three years, there will be one thousand stores in Hong Kong, Macao, Taiwan and Mainland China.

This does not include three or four line cities.

According to their plan, if they are allocated to small cities in five years, the number of shops will reach ten thousand.

"As long as the products are liked by customers, we are willing to make a single product with little profit. This is the core of this project.

Some people say that we are the only businessmen who dare to challenge the Internet, because our prices are even lower than those on the Internet.

Three Zhai Shun also said that in the name of the best products, a fashion umbrella exported to Japan only sells 10 yuan, twice as much as the same products.

"After the design of our products, we will invite global bidding, and we will get the lowest price through bulk orders.

For example, 10 yuan umbrella, a single order is one million.

This may be a year's sales volume, which is stored in the warehouse.

We have a buyout system for factories, but this is a great challenge to our capital and marketing team. "

How to resolve this pressure?

What is more and what is less? This is a philosophical question.

Business should not pursue short-term profits, but should be a long-term solution. This is the fundamental way for enterprises to take a foothold.

On the surface, a product makes very little profit. If repeated purchases are repeated, the profits will be considerable.

If a single product is profitable, it will hurt the customer. Once the customer finds someone is cheaper than you, it will abandon you.

According to Miyake Junya, at a peak, a store can sell one thousand umbrellas a day.

"This is a very special mode, with small profits and many losses, depending on the size of the capital and the overall coordination ability of the team, the barrier has been set up. It is very difficult for others to enter.

On the other hand, in the retail industry, who first takes the initiative and who takes advantage of the market, this good card has been taken away by us.

This is the reason why we should first occupy the mainstream market.

[industry statement] Huang Wenjie, executive director of Guangdong Circulation Industry Association, can "duplicate consumption".

Brand names such as name creation, superior products and UNIQLO are all products that focus on the daily usage rate and consumption frequency. At the same time, they catch the fashion hot spot and the price is not high. Consumers can buy without impulse to consider the price.

He believes that the common feature of the new type of lifestyle store is to grasp the trend and consumer psychology, and to attract customers to repeat consumption even at the same time through the attraction of commodity prices, categories and styles, so as to form word-of-mouth and loyal customers, while speeding up the turnover of goods so as to achieve good business benefits.

"Now, whether shopping centers or bustling business circles, the most important thing is to achieve consumption and repeat consumption. The new type of lifestyle collection shop is doing this, with a breakthrough in consumption, triggering many consumption.