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Fast Fashion Changsha Horse Racing Enclosure Squeezing Domestic Brand Survival Space

2014/10/30 16:22:00 26

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In recent years, ZARA, H&M, UNIQLO and other international fast fashion brands have been playing a role in the domestic consumer market, and the impact on Giordano, JEANSWEST, Baleno and other domestic casual wear brands is self-evident.

In the major shopping malls in Changsha, Hunan, it is difficult to see the above domestic casual wear brand, instead of ZARA and other international fast fashion brands.

Liu Fang has been working in BBK department store for nearly 10 years. Changsha regional investment manager, Mr. Liu Fang, said that for the consideration of the size of the business and the demand of consumers, the large scale shopping malls in China have introduced very few brands of domestic casual wear.

In addition,

Changsha

There are 2 Semir, 2 Metersbonwe, 2 YISHION, 1 Baleno and 1 JEANSWEST on Huang Xing South Road Walking Street. They are doing different promotional activities.

Semir special cabinet "2 pieces 70 percent off", YISHION "new 30 percent off..."

The front door of some stores is stacked with discounted clothing, and the attendants are energetically Hawking.

Home made in the past

Clothing brand

Why has it been reduced to such a field? Business people believe that it is mainly because of its two major injuries.

First, style development is too slow to keep up with consumer demand. Two, brand positioning can not keep pace with market positioning, resulting in shrinking market share.

A former star city

Fast fashion brand

Businessmen in charge of shopping malls and merchants in charge of the industry say that the mentality of Changsha's consumption and young people's pursuit of the trend is no less than that of the first tier cities in China. The demand for brand expanding territory forces the international fast fashion brands to not give up such a large market. Therefore, the brand's posture is not as high as before. This makes more and more of these brands enter the Changsha market.

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The original intention of O2O is Online to Offline, that is, online to offline, and the ultimate goal is to facilitate offline consumption.

And many entities only move offline goods to the online industry. In fact, it is not a real O2O. "Online entities can not play the online advantage of experience, and the price can not compete with professional electricity providers."

In the retail industry analysis, if the final result is only to divert the offline customers to the line, such "O2O" has no meaning.

Many department stores have been making some new attempts in recent two years. For example, Tianhong Department has access to WeChat payment this year. WeChat can not only serve as a payment tool, but also act as a membership card to allow users to enjoy the preferential activities under the line. Yintai is working with Baidu to develop Wearable device BaiduEye. When customers enter the shopping mall, once they see the relevant goods, they will be able to know which clothing is the same star, and the parity function between the official website and the mainstream e-commerce website.

Wang Jianlin, chairman of the commercial real estate giant Wanda, also has a high profile that he wants to "be a real O2O".

According to relevant reports, Wanda plans to invest 5 billion yuan in e-commerce projects. The core part includes Wanda business circle review website, Wanda Plaza as the center of social media group, catering, KTV and other business booking platform and electronic card members to get through online and offline, and the purpose is to allow online drainage for offline, and ultimately feed commercial real estate.

"Online interactive activities can enhance the viscosity of customers.

And the most fundamental thing is to optimize the offline experience for online customers to get to the end of the line.

Retailers, such as shop space design, art display, unique brand goods, such as designer brands, are all the advantages that physical shops can attract consumers.

Many foreign retailers have caught the change of consumer behavior earlier. Outside the physical stores, the Internet has become an increasingly important channel for them to obtain commodity information, so they have stepped up the construction of network channels.

As one of the first retail outlets, Messi stores try to create shopping experience for customers through various shopping channels.

One of the services is that in Messi's department store and Bloomdale store, if a customer sees a product in a store or on the Internet, if the store does not have the right color or size, or does not sell the product at all, the salesperson can search the right products and place orders from the Internet, and deliver the products directly to the customers' home. "Messi"

Japan's department store group, Tai Po Sakamoto, has developed a geo based mobile phone game that successfully drained the store.

When users close to department stores, they can not only get game props, but also shop bags and so on.

Last year, three stores in Tai Po Sakamoto department store were promoted through the linkage with the game. During the promotion period, the price of the customers exceeded 20 thousand yen, and the sales promotion time of 6 days gained more than 60 million yen, and many new members were developed.

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