High End Clothing "Aircraft Carrier" Change To Become "The Two Landlord".

"Is the Parkson friendship going to be closed?"

Starting from the agent esprit, it was once successful to build the largest high-end clothing retailing in Shaoxing.

A fades out of fashion women's clothing industry, and clothing "aircraft carrier" becomes the "two landlord".

The "Five Star appliance" has been advertised in the floor advertisement of "Parkson friendship".

According to insiders, a high-end household appliance store will be opened in early December. The main floors are two and third floors.

Yesterday morning, when reporters came to the Parkson friendship, there was some confusion in the shopping mall, and the whole floor looked a little deserted.

Besides the fact that a warm reminder card on the staircase tells "the third floor of the two floor is being renovated", the mall also deliberately produced another sign indicating that there was a "special sale place" on the ground floor.

But there are few consumers in the underground, except for the dense clothing and a few salesmen.

"Parkson friendship" was once a legend of Shaoxing's clothing retail industry. It has attracted many people's attention 10 years ago when it settled in the "Ba Da building" (now renamed Kasen International Building).

The clothing store, starting from the fashion brand agent Esprit and Goldlion, has built up the largest boutique clothing store in Shaoxing by collecting huge amounts of money to rent the "eight Da" underground and one to four floors. It has gathered the world famous brand products and domestic high-quality brands, and once became one of the top grade shopping districts in Shaoxing.

Yesterday, this speculation was confirmed.

Ma Xiaomin, director of Parkson friendship office, told reporters that before many home appliance stores came to negotiate with them, they signed a lease agreement with the Five Star Appliance earlier this month. The two and third floors of the third floor of the four floor were used to build home appliance stores, with an area of about 5000 square meters.

The first floor has just been renovated last month, and still the main high-end brand of men's clothing, including the underground layer, is also selling clothes.

Ma Xiaomin said that such adjustment is mainly due to the fact that there are lots of idle places on the third floor and the four floor, so that we can not make good use of them.

B once brilliant: exclusive line clothing brand

"Parkson friendship" was once the general agent of esprit, Shaoxing.

Many old Shaoxing were impressed. At that time, a high-end casual wear such as "Esprit" was to be bought only by "Parkson friendship". Even the "state merchants" could not buy it.

"People without me", many brands in Hongkong and the international market can not be bought in other stores, but they can be bought in "Parkson friendship".

The superiority of this market has also made Baisheng friendship a sight.

Only one "Esprit" brand, from all over the country, although Shaoxing is a three line city, its turnover is 100 million yuan a year, ranking the top.

How can such a "leader" suddenly change? Now, Ma Xiaomin said frankly, it is mainly a matter of operating pressure.

"In recent years, women's wear business has been getting worse and worse, and profit margins are much smaller than before."

He said that although they were all high-end brands, the proportion of men's wear and women's clothing sold in the early years was basically 1:1. However, women's relatively smart consumption psychology, plus high investment in high-end lines and high price, made insiders feel that the investment and return of women's clothing were not matched.

Although the women's wear market has always been the market space for the industry to be blushed, but with the increasing number of distributors, with all kinds of "full reduction" promotional activities surging, and the "Baisheng friendship" promotion activities are few and far between, boutique women's wear has gradually lost its previous advantage.

Taking into account the changes in the market environment, "Parkson friendship" finally decided to give up the "women's clothing" business, retaining only high-end men's clothing brand.

According to reporter's understanding, the Parkson friendship store has completed an area of more than 8000 square meters, with a fashion trend as its market position. After the five star electric appliances rented more than 5000 square meters, the business area has been greatly reduced.

Plus, the four floor is currently dominated by the "beauty body center". The scale of the remaining garment business can be imagined.

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C high-end brand is no longer "scarce", adjustment has multiple "inevitability".

In the clothing store, how will this mode be different? In the case of "Parkson friendship" holding hands on the "five stars", the industry has already made a hypothesis: the appliance store needs to be noisy, and the high-end clothing market needs a comfortable and clean environment. The two put together seem to be a pair of contradictions.

The meaning of pardon is: "Parkson friendship" retaining men's wear is only a pition. Is there any possibility of overall adjustment?

In fact, it is considered necessary for the industry to make such adjustments.

Many people in the industry praised the "Parkson friendship" operator's original "one family" entry into the high-end clothing market's judgement and foresight.

"But objectively speaking, this shopping mall has a single business format and a relatively narrow consumption group."

A general manager of a department store in the city said that with the intensification of competition over the years, the competition in the garment industry has long been pparent, and the advantages of the comprehensive shopping mall are beginning to show.

In the face of higher and higher operating costs and the positioning of high-end brands, a single format will not be able to afford general wage earners. If there is no effective marketing day, it will not be easy.

In this regard, Ma Xiaomin of "Parkson friendship" also admitted that they are different from the comprehensive shopping malls, such as "Guo Shang" and "run he". They are pure clothing retailing, many customers return to customers, and the profit margins are small.

Of course, some people in the industry believe that the "Parkson friendship" fade out of the high-end clothing market, mainly because of the rapid growth of the urban business circle in the past two years.

Many citizens feel that these two years are unprecedented fission periods in the urban business community, and new consumption hot spots and outlets are constantly emerging.

If the commercial complex such as Shimao Plaza and Wanda Plaza is settled, the Jiefang Road business circle centered on the national business building is constantly adjusted, and the "Parkson friendship" is at the edge of the two major business circles.

"If the dislocation competition can not be realized, the shopping malls will become more and more difficult to survive.

More fatal is, as competition grows day by day, the clothing brand pattern of department stores in recent years is also changing with each passing day.

The phenomenon of homogenization of many high-end brands is becoming more and more obvious.

High end brands are no longer "scarce", and the public consumption vision is no longer what they used to be.

Brands like "Esprit" and "Goldlion", such as "Parkson friendship", are gradually marginalized in the contest with many rising stars.

From this perspective, the adjustment of brand agents is also a necessity.