The Mixc, Shenzhen: To Enhance The Sense Of Experience

The Mixc's brand and format adjustment is the main reason to enhance its efficiency and sense of experience. The Mixc brand and format adjustment can be divided into two aspects: one is to increase the whole shopping center's richness, which is of great benefit to improving the efficiency of stores. On the other hand, with the upgrading of customers' consumption concept, shopping centers should strive to create a sense of place. Therefore, some shops that are not good performance and can not bring fresh feelings and passenger flow to the shopping mall are taken for granted.

1) the brand maintains a high turnover rate - an average annual brand adjustment rate of about 15%, with an average brand adjustment rate of about 43% per 3 years.

From the point of view of brand adjustment in the Mixc, the annual average brand number change rate is about 15%, the annual average brand area change rate is about 17.67%, the average number of brands per 3 years is 43%, the area change rate is 53%, and the average brand in the Mixc every three years is almost half of the brand, constantly injecting fresh blood into the shopping mall. Since 2014, nearly 40 brands have been adjusted, half of which are to adjust the location of stores, while the other half is the elimination of the introduction of a number of new brands.

2) the catering brand is the highlight of the Mixc's adjustment this year. The introduction of fashionable elements and strong popular brands, general public catering and high-end catering have been gradually eliminated.

For example, the introduction of popular pudding on the first floor "cloth song Tokyo", cheese cake Square "Uncle cheth", the four floor is the first introduction of bookstore format - Sisyphus Bookstore & vector coffee, and the five floor has become a fashionable food brand gathering place represented by "green tea", "Xiaoshan Japanese cuisine", "tea wood leisure restaurant", "PIZZA EXPRESS", "Shang Lian Yue Tai" cuisine.

General public catering and high-end dining were gradually eliminated. For example, in 2013, the Mixc eliminated the brand names of "face king", "Wei Wan Ramen", "Yi Fen house", "Tai man Guan", "Xinluo Bao Korean cuisine" and so on, and introduced the popular character brand, such as maxim, Yi Feng Tang and Ding Taifeng.

3) the "transformation of extravagance and lightness" in the Mixc transformation has introduced a series of fast fashion brands and brand collection shops.

In the past 2008-2014 years, the target consumer groups in the Mixc, Shenzhen have been diffusing along with the development of social economy, spreading from the traditional rich and elite to the huge consumer groups, including the new rich class and the "extravagant" consumers. With the change of target consumer groups, Shenzhen the Mixc is now moving towards "extravagance and lightness", hoping to attract more young and fashionable consumers by increasing the formats of shopping centers at different levels.

follow Shopping Mall The Mixc has also introduced a series of fast fashion brands and brand collection shops which are relatively close to the people and brand, such as H&M, UNIQLO, NOVO and LB.

4) clocks / Jewellery / Jewelry formats have a larger brand adjustment, and brand grades have improved significantly.

In the past 2008-2014 years, the brand level of this format has improved significantly. For example, Xie Ruilin and Zhou Shengsheng belong to the five largest jewelry brands in Hongkong. Their popularity is obviously higher than that of GOLAY and DESIGNER. The unit price of products is moderate, and the crowd flow is suitable for people to flow in the B1 level. While the L1 layer introduces most of the international brands such as HERMES and Cartier, and the brand is much higher than the original SWAROVSKI.

Withdraw brands: glasses 88, ten one jade Museum, Qi Fan, GOLAY, ANUBIS, DESIGNER, SWAROVSKI, ALEXANDRE, ARTINI and so on. Brand names: HERMES, Cartier, Folli follie, Berguet, BVLGARI, Vacheron constantun, Xie Ruilin, royal jewelry, Jewellery jewelry Henry Geely center, Zhou Shengsheng, PRESIDENT and so on.

5) the brand that meets the needs of the market and the target customers needs vitality.

many times Brand adjustment There are basically two characteristics of the brand that can be retained in China: first, the brand is high (popularity and reputation), which is in line with the overall image of the Mixc; two, the brand has high social identity (can provide customized and personalized services), conforms to the preferences of the emerging consumer groups, and has a wide range of social influence. Due to the fact that China's luxury consumer market is still not mature, the consumption motives of the Mixc's target customers are still dominated by "flaunt" and "face consumption".

Taking Gucci as an example, Gucci has always been the mainstay of the Mixc because of its wide social recognition and the high quality of its high unit price. While Audemars piguet (Audemars Pigeut) has a high unit price, its social identity is insufficient in the Chinese market. The less famous brand does not have a certain number of loyal consumer groups as its sales support. Even if the brand is high, it can not escape the fate of being withdrawn.

With the strong attracting capacity and good sales volume, the king of face has been active in the shopping centers. Although there are certain consumer groups to support them, the overall image of the Mixc has been significantly improved, and the commercial value of the unit area has increased. The increase of rents is imperative after the two phase of the opening. Whether it is from the brand image or the rental benefit, the pastry king can not meet the needs of the Mixc, so it has been replaced by the Hongkong food brand "beautiful heart sketch" with more petty bourgeois style.