Guangzhou Shoes And Garments Market Launches A "Theme Store" Boom

Subsequent BELLE After splitting footwear products from department stores and opening its "sidewalk", a wave of“ Theme store ”The break-up craze swept through Guangzhou in a short time.

On August 14, a company separated jeans and casual clothes to create a new image“ NOVO ”The brand entered Guangzhou Zhengjia Plaza to test the water. On August 13, the "Gentlemen's House", which was built by the separation of men's clothing from Guangzhou Friendship, will be launched in Guangzhou World Trade. With the endless "separation movement", Guangzhou's retail industry began to emerge a new form of business. Xie Shiping, the managing director of Guangzhou Meidong Department Store Co., Ltd., believes that this is the business with the greatest potential in the future.

"This is market The results are subdivided to a certain extent, "said Luo Zhijie, secretary-general of Guangzhou Federation of Commerce. At the present stage, Guangzhou's business needs to break through the function of single selling clothes, and consumers need fresh and diversified choices. The total number of categories in these stores is small and the number of goods is not large; But their alternative decoration and accurate positioning are not for all consumers, but targeted groups.

It is understood that a department store with an area of 10000 to 20000 square meters has more than 10 categories of goods, including men's clothing, women's clothing, cosmetics, shoes, etc. It involves about 100-200 brand tenants, and its consumer audience basically covers the size of a company. Belle's "sidewalk" covers an area of 7000 square meters, and only shoes are available. NOVO has 1600 square meters. According to Sun Mo, the company's marketing director, NOVO Guangzhou Zhengjia Store has 25 brands, but its categories only involve casual jeans, Japanese and Korean women's shoes, and casual clothes. Consumers are also targeting young audiences.

"The competitiveness of this professional store format needs to be further explored." Huang Wenjie said that in order to prevent competitors from copying, this theme store needs to have its own products in the future, such as buying out certain products through buyers, or customizing some free and unique products to form differentiated competition. However, Huang Wenjie believes that the network resources of retail channels need to be further developed, the design team of brand enterprises needs to be further mature, and the upstream supply chain needs to continue to be compressed. On this basis, the current professional store formats separated from department stores cannot form a similar ZARA H&M, such a production system dominated by downstream circulation links, "in the future, Guangzhou's professional stores may gradually develop into the middle state between department stores and fast fashion."

"I saw many similar stores when I visited the United States. Strictly speaking, they should be called professional stores." Xie Shiping said that, compared with department stores, such stores combine a large category of goods in department stores. For example, "sidewalk" is full of shoes, Toys R Us is toys, Sephora is cosmetics NOVO refers to individual types of clothing, shoes and accessories; Others are household and office supplies, with similar positioning but different brands in the store