From Wanda To Costumes To See The Tragedy Of Shopping Centers

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< p > there are 67 shopping mall Wanda Plaza in the country. Recently, it announced that the "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "format will be removed in the new store, which raises questions for you. Does the future shopping center need to sell a target=" _blank "href=" target= "?

< p > in a random survey, we found that 70% of female buyers would go to shopping centers more than 15 times in six months, and only 5% of them bought clothing products, most of them were attracted by cinemas, restaurants and other ancillary camps. Such consumption behavior also made a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand more upset.

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< p > < strong > Wanda Plaza claims not to sell clothes? < /strong > /p >

< p > recently, Wang Jianlin, chairman of the "boss" Wanda Group in the field of commercial complex, has made an amazing speech. He plans to reduce the proportion of retail formats in Wanda Plaza, especially to reduce clothing formats.

This news has aroused strong concern in the industry.

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< p > "group request, the two floor of Wanda Plaza, which opened after the fourth quarter of this year, abolished the dress pattern completely, striving not to recruit retail formats, and adjusted the 72 square two floors of the business before 2015."

Wanda Group's work report in the first half of 2013 pointed out that it would reduce the proportion of clothing retail business, and the corresponding increase is the proportion of life styles, such as hairdressing, nail polish, book bar, education and training.

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< p > it is reported that Wanda Group has launched a pilot project in Dalian Wanda Plaza and two Wanda Plaza, which opened this year, with the effect exceeding expectations.

After adjustment, the number of passengers on the two floor of Wanda Plaza increased by more than 10% compared with the unadjusted Wanda Plaza, and sales increased by 8%.

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"P" Wanda Group has opened 67 Wanda Plaza and 57 department stores nationwide, and its new shopping centers, including Hangzhou, are still expanding rapidly. If all Wanda Plaza is cancelled in the future, it may completely subvert your experience of shopping centers.

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< p > < strong > Hangzhou Wanda opens next year, < /strong > < /p >.

< p > < strong > "auxiliary battalion" into "main camp" < /strong > /p >

< p > in March this year, Wanda Group won a commercial business site in North Hangzhou software park for 1 billion 426 million yuan, covering an area of 83 thousand square meters, about 125 mu, and it could be built to 254 thousand square meters.

According to the usual construction period of Wanda Plaza for 20-24 months, the Hangzhou Wanda Plaza is expected to realize its full opening at the end of next year.

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< p > "Wanda Plaza in Hangzhou will begin business invitation only from the end of this year to the beginning of next year, and will be unified by the head office."

In view of whether or not to dress up, Hangzhou Wanda Plaza marketing department personnel said so.

And from the expected opening time, Hangzhou Wanda Plaza belongs to the Wanda Group's "adjustment to dress".

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< p > the staff of marketing department of Hangzhou Wanda Plaza said that the specific format planning has not come out yet, but Wanda stores, IMAX cinema, big player amusement city and big singer KTV will be the "standard" of Wanda Plaza.

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"P", "Wanda Department stores in the clothing industry positioning is more popular, are based on fast fashion, domestic brand, mainly in the past two years, the retail sales of these goods by the impact of the electricity supplier is relatively large."

The industry said that for any department store, clothing and cosmetics revenue contribution rate is the highest, so that Wanda Plaza "to dress" is to protect Wanda Department stores.

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< p > < strong > random survey: 95% of Hangzhou people go to the Mixc without buying clothes! < /strong > /p >

< p > shopping center does not sell clothes, bags, and what to sell? This is what many people hear when Wanda wants to "dress up".

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< p > We randomly surveyed 20 female buyers with the same age, 70% of them went to the Mixc more than 15 times in six months, and only 5% of them bought clothing products (such as charts). They went there, mostly gathering, watching movies, skating or even wandering.

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< p > "buy clothes, of course, go to the department store on Yanan Road, choose more, have a lot of feeling, shopping center activities are few, shops are not many, it is very tired to hang out."

Besides, she doesn't like to buy clothes in the Mixc, and because not every store supports her VIP card, and she has no worries in department stores, she said.

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< p > of course, there are also guests who enjoy the benefits of shopping in shopping centers.

"I wear 39 yards of shoes, every time I buy B shoes, I go to the Mixc, because the department store broke the code early."

Miss Chen said.

For Miss Chen, this is a good thing, but for shopping centres, it is a fact that "no sales department stores are fast enough".

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< p > the head of the Mixc Shang Tai Department believes that the shopping center's commodity category is based on a certain location, and it can't meet the needs of customers in all directions. "Buying clothes and eating is different. In restaurants, people with different incomes can basically accept the same consumption, while on clothing, consumers with different incomes will have diversified choices."

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< p > < strong > there is a home brand business. After a long time, Shopping Mall < /strong > /p did not enter.

< p > the customers' interest in buying clothes at the shopping center also spread to the brands. The most sensitive one is the fast fashion brand.

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< p > "fast fashion brands are very entangled. On the one hand, they only choose the location of mature business circle to open a shop, but in Hangzhou there are several department stores, but department stores often do not provide such a large location. Shopping centers can provide space, but often deviate from the core business circle."

A person in charge of Investment Department of a department store in Hangzhou said.

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< p > fast fashion is stationed in the best position, and likes to get together. For example, H&M and ZARA, "one street separation" is their best position. They often open up, Gap and Uniqlo within two blocks will follow.

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"P", fast fashion, with a tangled mood, put the "red flag" into the new shopping center, and the ordinary clothing brand is not so bold.

"Although fashion brands enter shopping centres is a major trend, we still intend to cooperate with department stores."

Clothing brand agents Mr. Li said.

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< p > it is reported that at the stage of investment promotion of a shopping center in Hangzhou, he also received an invitation from the shopping center and two department stores of his department store. After weighing the pros and cons, Mr. Li chose neither of the two.

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< p > this is also a reason why Wanda shopping center is going to department store instead of repeated shopping.

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< p > < strong > industry: Mall is born twins. < /strong > /p >

< p > although the industry thinks that Wanda's dress and adornment is a case, it is a choice made under the pressure of continuous expansion of domestic commercial complex and declining performance. However, this pressure is also a common pain in all department stores and shopping centers.

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< p > the shopping center that looks like scenery also has soft rib.

Just take a look at the existing shopping centers in Hangzhou. The Mixc, impression city and Yintai city have twin sisters' appearance, even the restaurants, ice rink and movie theaters.

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< p > the west end of Yintai City, which opened at the end of August, said it would not cancel its dress.

"We have already made the differentiation in advance."

Yintai city official said, among them, intime department stores still go on the route of fashionable boutique department stores, while the apparel industry in Yintai city is positioned in the middle and high-end, and will introduce nearly 30 international brands, light luxury and domestic boutique clothing brands.

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< p > in the distribution of the format, the Yintai city was adjusted. Clothing accounted for 30%, supporting 30%, dining 40%, while the general shopping center, clothing accounted for 40% of the total, in independent department stores, this figure will also rise to nearly 90%.

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< p > in addition, the head of Shang Tai Department said that they are basically complementary to the Mixc's large commodity categories, but some specific brands under common categories still inevitably overlap.

Sometimes, in order to avoid this kind of flesh and blood competition, they have to give up the introduction of some brands. "For example, the Mixc has already got a new brand, so we will not enter this brand, so as not to repeat it."

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< p > < strong > the vacancy rate of shopping centers in some cities is rising, "opening stores will be burning" or will become history < /strong > /p >

< p > If homogenization is the weakness of shopping centers, the speed up expansion of shopping centres will foreshadow further fierce competition.

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< p > the report from Jones Lang LaSalle at the beginning of the year shows that the best performing cities in China are Hangzhou, only 1%, while Shanghai and Guangzhou are between 2% and 5%. The highest vacancy rate is Shenyang, reaching 24.3%.

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< p >, however, we will take a broader view. By 2015, Hangzhou will have a number of new shopping centers, such as the 350 thousand party Wanda Plaza, the 395 thousand party Raffles square, the 100 thousand party Zhongtai Yintai city and so on.

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< p > in addition, the data of China Index Research Institute show that in 2012, the amount of investment in commercial business housing has increased to 931 billion 200 million yuan, an increase of 1.77 times compared with 2008, and the growth rate exceeded 25% last year.

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"P", the construction of the Mall once opened, will again split, restructure the existing business circle in Hangzhou, and the problem of brand homogeneity will become more prominent.

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< p > "in the future, the shopping center will definitely increase the experiential life service and become a place for entertainment and entertainment, and clothes, which need to be gathered together to buy quickly, will be handed to department stores that are better at it."

Department store insiders analysis.

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