Clothing Sells More Than 4 Billion &Nbsp A Year; The Store Sells "Foreign Flavor".
After the expansion of the wind, the Department Store Plaza is new. Miss Wang was pleasantly surprised to find that from the layout, the environment to the brand structure, a legendary "foreign flavor" came to her face, that is, the "taste" she wanted, just like staying at the Hangzhou Tower.
This "flavor" is also the core temperament of the "third generation department store" which has been diligently sought by the Department of Commerce for 8 years and pursued in a series of adjustments and changes. With this smell, the department store last year only. Selling clothes It sold more than 4 billion.
A contest of low counters
A
Women's clothing brand LINI finally chose compromise. It does not want to lose the opportunity to enter the main store. Although it has been through nearly ten days of tug of war, even the chairman of the company has done good offices, it still can not persuade the general store to give up the "low cabinet not exceeding 1.35 meters" decoration standard.
Because a "low cabinet can not exceed 1.35 meters" standard of decoration, in recent months, the game between heroes and brands is almost staged every day.
The harshness and toughness of the Department's decoration standards may seem inconceivable to the brand. But in the view of the Department of general merchandise, this is not only a matter of high and low separates, but also whether the concept of modern department stores has been discounted.
"A few years ago, closed style counters are the symbol of high-end brand, but today, in the trend of days, modern department stores pay more attention to the interaction between brands and brands, and pay more attention to the customers' enjoyment to the greatest extent in the shopping process." And the "cabinet height of not more than 1.35 meters" low cabinet interval, is undoubtedly consistent with the General Department of the General Manager Ye Fu Sheng mind of the "modern department store" gas field.
"We can offend the brand, but we can't lower the standard." Ye Fusheng maintained the dream of "big business" with great severity. Big business is a commercial spirit and a perfect pursuit of commercial value. The grand wind store wants every customer to enjoy the beauty and enjoy the pleasure of being respected. With Marcelo's hierarchy of needs theory, we should not only satisfy people's survival needs, but also meet people's needs of being respected. {page_break}
There are no bad places, only bad stores.
B
How many clothes can the department store sell last year? 400 million yuan, accounting for 3/4 of the total sales volume of 700 million. This is a number that surprises peers. This is what the Department of general wind has done all its efforts to create the core concept of modern department stores for many years.
In the interview of the 4 floor of the department store, the reporter met Xu Yafang, the manager of Satchi counters. Surprisingly, the impression that the more high-end men's clothing brand "unexpectedly" in a corner of the mall.
The reporter asked Xu Yafang, "why didn't you pick a better location?" Xu Yafang smiled: "I don't think there is a bad position in the department store." Xu Yafang said, as a more influential men's clothing brand, before Satchi came in, she conducted a thorough inspection of the entire shopping malls, and indeed had a good idea of location. But after many days of observation, she found that because of the high rationalization of the layout of the entire shopping mall, every location here is almost the same. "More importantly, I believe that the brand's appeal is really not too concerned about the concept of location." Facts have also proved Xu Yafang's eyesight. Since the opening of Satchi, sales have been rising every day, making its counters become hot spots and centers at once.
"A mature shopping mall, the location of the concept of good or bad must be diluted, and every area of it should be the core. In the Department of Commerce, the highest sales brand is located at the center of shopping malls. Ye Fusheng said, in the past few years, when attracting investment, there are always brands to fight for a so-called good position to fight for their lives, and they begin to wonder if they can make all their positions good. In the traditional sense, the good location is generally the core position and the closest position to the elevator. If the big brands occupy the core position, the small brands can only rely on the side, and the differentiation of "good position" and "poor location" becomes more prominent. So since last year, he has guided the best brands to the edge of the floor, such as women's clothes on the two floor, such as hundred brands, clothing and love, mango and other hot brands, all of which are located on the 4 floor corners of the floor.
Ye Fusheng believes that the brand has its own ability to gather, and the truly influential brand "wine is not afraid of the alley". The location of the brand can still attract customers. Once the "edge effect" of a big brand is formed, it will gather many brands around it, and will gradually form the concept of reasonable layout of lots.
Of course, we need to do a lot of work to persuade big brands to accept the concept of the department store. In addition to theoretical persuasion, it is necessary to help them maximize the brand benefits in the strong wind, such as proper preferential policies for entering the market, and make use of the brand effect of the wind power department store to help them make bigger sales.
To Ye Fusheng's satisfaction, the unique layout concept of the department store is creating great benefits. "There are many brands waiting outside the door of the strong wind, but we must enter the way in recognition of our culture and our ideas."
"Shopping is just one of the functions of modern department stores." The department store is a place of life for every customer to buy or not to buy. The lady regards it as a temperament school, and men regard it as a gentleman's classroom, where customers can complete the recognition of their identity. Over the years, it has built up the "third generation of department stores" unrivalled in this profession and dedication.
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