The Rise Of Fashion Department Stores Brings Zhengzhou Into The First Year Of New Fashion (Chart)

Compared with last year's may day, Zhengzhou's business this year highlights a "new" word, especially for fashion department stores.

After May 1, many department stores in Zhengzhou will soon be "new".

A large number of new brands that have not been introduced before and new changes in marketing ideas will bring new experiences to consumers.

Since 2008, industry marketers have also claimed that "at this stage of marketing has entered a bottleneck era, many methods have no sense of freshness."

In 2010, with the arrival of the long holiday, the collective efforts of New Mart, New Mart, Denis store, Denis garden, Beijing Hualian, Bauhinia department store, Zhengzhou department store and Zhengzhou Hualian will trigger another round of upgrading of Zhengzhou's commercial quality. Zhengzhou business community will soon enter a new round of fashion year.

New brand

Fashion fight

No one prefers "tasting" to department stores.

In the whole business development, in a sense, the amount of gold and quantity of a brand is a symbol of the market position of a commercial enterprise.

It is also a sign to evaluate a city's comprehensive productivity, consumption power and speculative competitiveness.

Compared with the brand competition of Zhengzhou's commerce in 2002, this time, the major department stores launched a fashion fight.

In April 26th, most of the counters in one to seven floors of the New Mart store were surrounded by "COMINGSOON".

In order to catch up with the schedule of the May Day holiday, DQ pays special attention to the brand adjustment. At the same time, in order to introduce 123 brands, the New Mart store has increased the business area of 8000 square meters on the original basis. Sun Yajie, general manager, introduced that the shopping malls and office areas had been moved out and moved to the next office building.

A department store that has been open for more than a year has gone to great lengths to introduce brands.

Denis garden shop also completed some brand adjustment before May 1, and manager Liu Yongsong prefers to use "brand optimization combination to describe".

Denis garden store has introduced more than 40 brands on the original basis. According to Liu Yongsong, after the May 1, some brands will be stationed.

The adjustment of Denis people's shop is from "prosperous" to "luxurious".

Located in the boutique department store, Denis people's shop, regardless of its cosmetics or clothing brands, pays more attention to the components rather than the quantity in the strategy of introducing the international first-line brand.

Denis people's shop manager Zhang Jian introduced that before and after May 1, Denis will complete about 1 hundred million of the shopping malls upgrading.

This pformation has also established the position of Denis people's shop in Zhengzhou's commercial fashion.

Before June, there will be a new appearance at the New Mart store, Zheng Hong store, Zhengzhou department store and Zhengzhou Hualian.

And more department stores have completed the brand adjustment during the off-season.

In 2010, the brand adjustment of Zhengzhou department store was different, and the shuffle of the last "fashion era" was different. This time, the department stores follow their own customer orientation.

In addition to using brand adjustment to optimize its structure, shopping malls should improve their functionality at the same time to assist the brand adjustment of shopping malls.

Instead of the bigger brand, the replacement brand should be in line with its own positioning. Mining the growth brand should become the main goal of the brand change in the mall.

New activities

This year's activities are more "calm".

In April 29th, Denis people's store department store staff quietly replaced the old display on the street window, which is a small holiday on May 1. As an important festival in the department store, all families should riveted their strength and strive to make the sales of new products in summer reach a small peak season.

However, compared with last year, the department stores in Zhengzhou seem to be less active this year.

This is more obvious to consumers.

Ms. Zhang said that last year, there was only one week left from the May 1 holiday. In the middle of April, the New Mart store first launched the May 1 promotion of chain shock wave.

Subsequently, many shopping malls, such as the big business, the big business, the big business, the Bauhinia department store, the big business hung shop, and so on, also launched the May 1 promotion activities.

At that time, the deepest feeling was the infection of media advertising, DM magazines and SMS.

Compared with last year, the overall sales promotion of all department stores on May Day is stable.

Denis store has the stability of the atmosphere in its activities with the advantage of brand image, and attaches importance to member services.

Beijing Hualian and Parkson continued their dominant style.

The shopping malls of big business want to make some new ideas in this may day. The new baby mart of the New Mart Mart during the May 1 period, let people shopping with beauty appreciation, and the cooperation between New Mart and key brands will make consumers refreshing.

In view of this phenomenon, the views of department stores are more rational.

Li Guoyou, manager of Beijing Hualian planning department, said that on May 1, department store activities were relatively balanced on the whole, and there was no white hot situation in previous years.

No new stores have entered to compete for market share. Now Zhengzhou's business customers are also stabilizing, with their stable membership consumption level, and the promotion modes of various shopping centers are also stabilizing.

"Has its own unique business model.

Have their own unique business philosophy, will not follow suit.

Gong Yumei, general manager of Bauhinia department store, said.

New direction

The bottom line of differentiation

"Differentiation is the bottom line."

Denis, manager of the people's shop of Zhang Jian, said that in previous years, the competition pressure of the same industry was great. Every year before doing the activity, the manufacturer talked about the brand, and hoped that the most favorable activities could be launched during the holidays.

This year, this pressure has been reduced and there is no need to talk about it. The mall will launch its own unique activities on the basis of its own brand.

After finishing the brand adjustment, Denis people's store has already had enough strength to stop gathering and doing activities.

In the past, coupons and gifts were cumbersome in procedure, which brought a lot of antagonistic psychology to consumers.

Denis department store people's shop planning department Wang Kun said.

In the 4 years from 2002 to 2006, due to the misplacement of the major shopping malls in Zhengzhou, the rapid improvement of management capabilities, the appropriate marketing measures, and the healthy and moderate market environment created the great leap forward era of Zhengzhou's clothing brand.

In the second half of 2006, the calm of the brand market was broken. While the major shopping malls were rising rapidly, the demand for brands was also increasingly strong. All kinds of brand competition began to go on. The store had to spare no money, in order to get the competitors' brand, so as to avoid the guarantee and reduce the deduction points.

If in the second business war of 2002, every business is competing for the consumer market, then the brand competition in 2006 is the brand market.

In addition to the brand of goods, we should try to avoid homogenization. Dislocation management also includes the size of stores, the control of operating costs, the refinement of services, and so on.

In 2010, the pformation of brands was not just about brand differentiation.

The current consumption has been pformed from the traditional functional consumption to the multi-level demand type. Customers have shifted from the consumption of general brands to the consumption direction of rich cultural connotations, and the brand consumption has also marked the growing maturity of consumption habits.

Department stores also began to attach importance to the creation and meticulous management of the store environment.

The department stores in Zhengzhou have realized that the fashion consumers are pursuing lifestyles. They focus on the enjoyment experience in shopping process, and the consciousness of autonomy and independence of consumption is quite high.

More and more department stores feel that both the hardware environment and software services must provide an environment that fits the consumption personality, in order to stimulate consumption impulse and encourage such consumers to purchase behavior.

Therefore, in 2010, department stores in Zhengzhou began a deep contact with front-line brands, and "brand depth marketing" became popular in department stores.

New method

Borrow big cards

"Past activities are single store activities, and future activities are single product activities."

The sale of New Mart stores this year is expected to be largely focused on cooperation with key brands.

Sun Yajie is also planning to build "5 tens of millions".

Sun Yajie said that the focus of shopping activities this year will be pferred. Last year's marketing was based on single store.

This year's marketing will take the single product as the unit.

From May 21st to December 31st, we continued to build a 20 day alliance marketing campaign.

"Take advantage of these brands to bring in at least 1 hundred million of sales."

Sun Yajie said, "the potential of the brand is hard to imagine."

In this way, the New Mart store will build "tens of millions of sales brand clubs" this year. At that time, the brand names of these tens of millions of sales will be publicized in the media, and the managers of these brands will be publicized in the media, while the tens of millions of brands will be deeply publicized.

The reason why Sun Yajie is so fond of doing single product activities is that he also has the advantage of big cards.

For example, for example, our cooperation with ECCO saved at least 200 thousand of the cost of shopping malls.

The advantages of big brands are obvious to all. Some old department stores, such as the Zhengzhou department store, also focus on launching brands in their activities.

General manager assistant Zhang Qinghong introduced, for example, this Jewelry Festival, on the 24 day, old Feng Xiang jewelry chief executive came to the scene, sent 4000 short messages to his members, less than 1 hours before and after.

Like the layout of department stores, big brands also expand their distribution in many department stores nationwide, and how to continue to do well is also a problem they consider while expanding.

Sun Yajie said.

In June, Denis's department store also planned to launch the "fine festival", focusing on the introduction of new international brands, offering special offers, and introducing brand stories, creating the atmosphere behind the stories behind the big brands and creating consumer loyalty to the brand.

Unlike some ordinary brands, international brands tend to be much more likely to enter the field, and do not do activities easily. How to let these big brands down their shelves and take part in activities is no longer the most tempting thing for consumers.

But for those, most of the heads of department stores say they need to negotiate step by step.

At the same time, department stores will continue to attach importance to the overall activities, Denis garden store Liu Yongsong said, shopping malls pay more attention to the overall activities of the mall.

Unless a single brand can represent the whole industry.

Shopping malls must first lay the foundation, and "big ones and small ones", no matter what the form is, the activities of department stores are rational.

What we get is the deepening of competition.