“In the beginning, we just came for this meal and slowly developed into even shopping and shopping, so that it has become our best choice for weekend relaxation.†Xiaowen said, she gathered at her You can experience the fun of shopping. “You can't go around all day long. There are many trendy brand stores that are not inferior to Xidan. Not only do you have more categories and prices, you can always buy your favorite things. Sometimes even There are no plans to shop, and if you go shopping, you will find one or two very interesting little things."
clothing
She laughed and said that the biggest "bad thing" in this way is that he often feels that he has to "pick up hands" because "it is easy to buy over budget." To know that in the Beijing business district, Nancheng has always been obscure, and even there is nowhere to say consumption, and this phenomenon has apparently changed with the emergence of the IKEA shopping mall with IKEA background.
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According to official data, Huihe has a total area of ​​600,000 square meters, and its body mass is equivalent to that of three Xidan Joy City. Because consumption is more oriented toward the general public, this is almost the mall that includes the most fashionable brands. Since the opening of the business, the number of passengers on the weekend has approached 100,000. Given the overall poor business environment in recent years, Huijuan still maintains such popularity. It appears to the industry that it is equivalent to the level of high-quality shopping malls in the core shopping district. As a result, reporters specially selected Huihui, a newly emerging business circle representative, to conduct research on the sales of domestic fashion brands.
On Saturday, as soon as the Xihongmen subway station arrived, more than one half of the outbound crowd entered the pool, basically young people. The subway station is directly connected with the first and second floor of the Huihe River. From the second floor entrance to the shopping mall, the overall structure is roughly shown. In the three-storey area, the first and second floors are mostly branded stores. Although there are no such big luxury brands as LV and Prada, ZARA, Oysho, Stradivarius, Bershka, Pull&Bear, GAP and OldNavy, H&M, and Uniqlo, which are favored by young people like Inditex , Forever21, C&A, AEO, BASICHOUSE, H:CONNECT, and other international fashion brands, and in recent years in the market have a better performance of the high-end domestic fashion brands ICICLE, JNBY and less, ZUCZUG, broadcast, MO & CO, Ochirly, FIVEPLUS, VEROMODA , JACK & JONES, ONLY, SELECTED, La Chapelle, PEACEBIRD men's clothing, Lokcho, Iger, etc. are also available.
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According to market guides, there are about 400 brand stores. From the point of view of fashion brand composition, many companies generally adopt multi-brand matrix marketing strategies. Except for individual multi-brand collection shops, most of them are presented according to the characteristics of each brand's single store, such as Inditex's ZARA and other brand stores, up to 6, Lingzhi’s four brand stores such as VEROMODA followed, and other brands such as GAP, BASICHOUSE, Ochirly, PEACEBIRD, and ME&CITY were all two brand stores.
The domestic fashion brands surveyed this time are mainly concentrated on the second floor. It can be seen that domestic and international fashion brands are interspersed with each other in the layout of shops, such as ME&CITY, VEROMODA, JACK&JONES and GXG, and diagonally opposite to Uniqlo and C&A. On both sides are Iger and Smith Barney. Not far from Lelemachi is the Korean fashion brand H:CONNECT, which is endorsed by Han Xingyun. The opposite is ZARA and Pull&Bear. The same is the Korean brand BASICHOUSE and JUCYJUDY are the same as FIVEPLUS...
Obviously, the diversification of brands has enriched the choices of consumers, and these clothing prices are also affordable for most people. If you look at them, you can save money and buy them. You don’t need to worry about the fake online shopping problem, but at the same time, This close-range "intimate connection" undoubtedly exacerbated the competition among brands.
The reporter observed that in the face of discount sales promotion practices at the end of the year and the end of the year, international fashion brands are particularly strong, not only in terms of discounts, but also 50% off on Forever21 and 20% off on OldNavy, while also using their multi-brand advantages to increase marketing. Coverage, such as Inditex's ZARA and other 6 brands at the same time 50% off promotions, and Tmall shop and entity synchronization. The effect is also obvious. Some consumers have mentioned these international fashion brand shopping bags more or less when they walk into domestic fashion brand stores. In this regard, the domestic fashion brands have adopted more strategies to avoid cutting edge. It is understood that Taiping bird costumes for the end of the year many brands focus on promotion of the node, usually take the diverging approach of early diversion promotion, such as members of other brands and individual year-round special venues, and early spring in the new loading time.
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At the scene, the reporter saw PEACEBIRD men's wear to play a minimum of 20% discount for autumn and winter clothes, and women's clothes to buy 2 pieces of music to enjoy 25% off. The reporter noted that there are now two or more discounts that can be said to be the "standard" for many brand promotions. For example, the Korean brand H:CONNECT is a two-off 20% discount, and the domestic brands Lachabel and Hanyi are 50% off. 65% off, JACK&JONES does not discount but buy two to send sports bottles. Such joint sales are, of course, to promote performance, but the differences in the professional standards and skills of the various shopping guides are often determined at this time.
Ms. Zhao, who was interviewed by the reporter at random, was the second time to come to South Korea. The last time she casually walked into the store and strolled around and found that the main style of the Korean style clothes was not bad. The price was not too expensive, and the fall and winter season was less than a thousand dollars. Repeatedly choosing a fancy black coat and getting ready to try on it, Ms. Zhao's wearing a dress and outerwear was a little off the mark, so she chose another sweater and scarf to match. "Try it on and I like it in the overall style. It's Korean style."
So, Miss Zhao suddenly bought three of the shopping guides that day, and let her happy is to wear to work, colleagues are also very good-looking, but also inquire about what brand. In contrast, Yan Ying is not so lucky. Before, she wanted to go to a brand shop to buy a pair of pants that had been good for a while. At the store, because I didn't remember the product number, I immediately came up with instructions when I followed the sales. However, when the guide bought a pair of pants, Yan Ying found that this was not a sub-brand style she wanted, but another sub-brand.
Yan Ying, who intended to find pants himself, was pulled by the “enthusiasm†shopping guide and recommended it as a best-selling model. He looked at the style and looked a bit similar to what he wanted. Yan Ying reported that he wore the S-code, but she bought it and bought it. M code let her try first, and in order to see the effect of collocation in the process of changing clothes and a few tops.
After the trial, Yan Ying was not satisfied with the skinny stovepipe effect of the trousers. However, during the trial period, the shopping guide ignoring her wishes still blindly showed her how to look good with her tops. She also repeatedly stressed that there are discounts on more than two items. If trousers are cheaper to buy a piece of clothing. When Yan Ying explicitly expressed that he wanted to look at the store again, although shopping guides were no longer introduced, they still followed the “service†step by step. This caused Yan Ying to suddenly go out after he had no idea to buy.
In this regard, Xiaowen's attitude is also very clear, although she does not mind when shopping guide shopping guide recommend some collocation, but "the premise must be suitable for my wearing a good-looking and stylish design." She said that in the event of two similar promotions, she would prefer to select more familiar shops in familiar brands so as not to discount them.
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In fact, during the two hours of the survey, the reporter found that due to the triangular balance of passenger flow design, there is no special deserted corner. With the increase of passenger traffic at noon in the afternoon, in-store shopping guides such as La Chapelle, Hanyi Control, and Lokcho are almost busy. Everyone serves customers in the store.
Unlike other shopping centres, IKEA is the most important main store in Huizhou. It is always preceded by the opening of Huihua. It warms up in advance to attract a large number of young IKEA fans in the shopping mall. It is also a “flow†that comes with this. Poly gathering ability is obviously better than others. However, traffic has come, how to really attract customers, obviously the test is the brand's real efforts. In fact, the decline of many physical stores is not that the consumer's demand does not exist, but can not adapt to the new needs, outdated.
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