Clothing Brand "Close Combat" Emperor Xihongmen Mass Consumption Competition Fierce

"At the beginning, we just came here for a meal and slowly developed into eating and shopping, so that this has become our choice for weekend relaxation."

Xiaowen said that she had the greatest enjoyment of shopping in the gathering. "It's not too bad to go shopping all day. There are still a lot of trends that are not inferior to those in Xidan.

Not only are there many categories, but also the price is right. You can always buy something you admire.

Sometimes, even without the intention of shopping, there are one or two interesting things to pick out.

She laughs, so the biggest disadvantage is that it often feels like "chopping hands" because "it's easy to buy over budget".

You know that in a business circle in Beijing, Nancheng has always been obscure and even has no place to consume, and this phenomenon has obviously changed with the emergence of a shopping mall with a IKEA background.

According to official data, the total area of aggregation is 600 thousand square meters, and the volume is equal to that of three great joy cities in Xidan.

Because consumption is more open to the public, it is almost the most popular shopping mall in the capital.

Since opening, the weekend traffic volume is close to 100 thousand.

In recent years, when the overall business environment is not good enough, the gathering can still maintain such popularity. In the industry, it seems to be equivalent to the high quality shopping mall in the core business circle.

As a result, journalists have chosen to gather representatives of the newly rising business circle to investigate the sales of domestic fashion brands.

On Saturday, the subway.

As soon as the station arrived, more than half of the outgoing people gathered in the gathering, mostly young people.

The subway station is directly linked to the one or two levels of agglomeration, and from the two level entrance to the shopping mall, the overall pattern is roughly revealed.

In the three floor area, most of the one or two floors are brand stores. Although there are no luxury brands such as LV and Prada, there are all kinds of international fashion brands such as ZARA, Oysho, Stradivarius, Bershka, Pull&Bear, GAP and Old Navy, GAP, Old, Navy, and so on, such as Inditex, ZARA, Oysho, Stradivarius, Bershka, Pull&Bear, GAP, Old, and so on. In recent years, there are all kinds of high-end fashion brands in China.

According to the shopping guide, there are about more than 400 brand stores.

From the perspective of fashion brand composition, many enterprises generally adopt multi brand matrix marketing strategy. Apart from the multiple brand collection shops, most brands are featured by single brand shops, such as Inditex and ZARA brand stores. Up to 6 brand stores, such as VERO MODA and other 4 brand stores, such as GAP, BASIC HOUSE, Ochirly, PEACEBIRD, ME&CITY and so on are 2 brand stores.

The domestic fashion brands of the survey are mainly concentrated in two levels, and you can see that in the layout of store locations, domestic and international fashion brands are interspersed with each other, such as ME&CITY, VERO MODA, JACK&JONES and GXG close to each other. The opposite side is UNIQLO and C&A, and both sides are AGG and Mei Bang respectively. The distance from Lok Ting is Korean fashion brand H:CONNECT, which is endorsed by Han Xing Yoona, opposite to ZARA and Pull&Bear.

Obviously, the diversification of the brand has enriched the choice of consumers, and the price of these clothes is also affordable by most people. They can afford to pay for it when they see it, and do not have to worry about the counterfeit problem of online shopping, but at the same time, the close proximity of "close combat" undoubtedly exacerbates the competition among brands.

Reporter observed that in the face of the discount sales promotion practices at the beginning of the year, the international fashion brands are particularly strong, not only the discount strength is bigger, but the discount rate of Forever21 is 50 percent off, Old Navy is 20 percent off, and at the same time, it also makes use of its multi brand advantages to increase the marketing coverage. At the same time, 50 percent off brands such as Inditex's ZARA and other 6 brands are promoted, and Tmall online stores synchronize with the entity.

The effect is also very obvious.

Some consumers, when they enter the domestic fashion brand stores, have more or less the shopping bags of these international fashion brands.

In this regard, the domestic fashion brands take the strategy of avoiding their edge.

It is understood that Taiping bird clothing for the end of the year, a large number of brands to focus on the promotion of nodes, usually take the diversion of differential marketing practices, such as other brands to do the year-end special members and individual customers, and early spring new goods on time.

At the scene, the reporter saw that PEACEBIRD men's wear made the lowest 32% off discount for autumn winter clothing, and two of the women's Lok Chai bought 42% off.

Reporters noted that now more than two discounts can be said to be a lot of brand promotion "standard", like the Korean brand H:CONNECT is two pieces 20 percent off, domestic brands La Natsu Bell and Han Yi control are two 50 percent off, 35% off, JACK&JONES although not discount, but buy two sports bottles.

Such joint marketing is certainly to promote performance, but the difference between the professional level and skill difference of each shopping guide is often seen at this time.

The reporter interviewed Miss Zhao for the second time.

Last time, she walked around the shop and found that the fashion design of the main Korean fashion was not bad. The price was not too expensive. The discount was less than 1000 yuan in autumn and winter.

Several times, when choosing a black coat, preparing for the fitting test, Miss Zhao wore a little bit of clothing and coat, and then chose a sweater and scarf to match her coat style.

"Try it on, I like the whole style very much, very much Han Faner."

So Miss Zhao bought the three pieces of shopping guide all of a sudden that day, and what made her happy was to wear them to work after work. Her colleagues also said they looked good and asked what brand they were.

In contrast, Yan Ying is not so lucky.

Before, she wanted to go to a brand store to buy a pair of trousers that had already looked good. When she arrived at the store, she did not remember the number of the goods, and directly explained the intention when she was on the shopping guide to follow up the sale.

But when the guide bought a pair of trousers, Yan Ying found that it was not the brand style she wanted, but another brand.

Yan Ying, who was going to find his pants, was recommended by the "enthusiastic" shopping guide. He recommended that it was a best seller, and looked at something similar to what he wanted. Yan Ying reported that he wore a S code, but he could take the M code to let her try it first, and in the name of seeing the collocation effect, he handed in several jackets.

Yan Ying, who is not satisfied with the tight leg effect of trousers, is trying to wear it. But during the time of changing the code number again, the guide is still looking at the coat that she wishes to match with her wishes. It has repeatedly stressed that more than two items are discounted, if the trousers and clothes are bought together, it will be more affordable.

While Yan Ying clearly said that he wanted to see in the store, although the guide no longer introduced, but still follow the "service", this let Yan Ying suddenly did not buy the idea, go out directly.

In this regard, Xiaowen's attitude is also very clear, although she does not mind the shopping guide to recommend some matching money, but "the premise must be suitable for me to wear good-looking and stylish style."

She said that in the case of similar two promotions, she would prefer to choose a more featured shop in familiar brands, so as not to scrape together for discount.

In fact, during the two hours of research, the reporters found that there was no particularly cold corner in the shopping mall because of the balanced passenger flow design.

With the increase of passenger flow at noon, such as La Natsu Bell, Han Yi control, Lok Ting, etc.

The shopping guide is almost busy, and everyone is serving customers in the shop.

Unlike other shopping centers, IKEA is the most important main store. It always starts with the opening of the gathering, preheating the shopping center to attract a large number of young IKEA fans, and with this "traffic", the gathering ability is obviously better than others.

But with the arrival of traffic, how to really attract customers, it is obvious that the brand is really Kung Fu.

In fact, the decline of many physical stores is not the demand of consumers, but is not adaptable to new demands.

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