Why Wanda claimed to “go to costume”

A few days ago, Wanda Plaza announced that it would remove the clothing industry from its new store. This has caused everyone's doubts. Will future shopping malls still need to sell clothes, bags and shoes?

In a random survey, we found that 70% of female buyers would go to shopping centers more than 15 times in half a year, and only 5% of them bought apparel products. Most of them were attracted by auxiliary services such as cinemas and restaurants. This kind of consumer behavior has also caused troubles for fashion brand merchants. Fast fashion people are “abusing” the shopping mall to buy the gas with a lack of maturity. Ordinary clothing brands simply stay in the department store and say “no” to the malls that have extended their olive branches. And because of the poor performance of more brands, it was withdrawn from the shopping mall.

Wanda Plaza claimed not to sell clothes?

Recently, Wang Jianlin, Chairman of Wanda Group, the "big boss" of the commercial complex, made a surprising statement. He plans to reduce the proportion of retail sales in Wanda Plaza, especially the apparel industry. This news sparked intense attention in the industry.

“The group requested that the second floor of Wanda Plaza, which opened after the fourth quarter of this year, completely abolish the apparel industry, and strive not to attract retail formats. By 2015, the status of the second floor of the 72 squares opened will be adjusted.” Wanda Group's work report for the first half of 2013 The full text points out that it will reduce the proportion of apparel retail business, and the corresponding increase is the proportion of lifestyle businesses, such as hairdressing, nail art, books, education and training.

It is reported that Wanda Group has conducted trials at two Wanda Plazas in Dalian Gaoxin and Yixing, which opened this year, and the results exceeded expectations. After adjustment, the passenger flow on the second floor of Wanda Plaza increased by more than 10% compared with unadjusted Wanda Plaza, and sales increased by 8%.

Wanda Group has opened 67 Wanda Plaza and 57 department stores throughout the country, and its new shopping malls including Hangzhou are still accelerating. If all Wanda Plaza buildings are to be discontinued, they may completely subvert your shopping malls. Experience feelings.

Hangzhou Wanda Opens "Auxiliary Camp" as "Main" Next Year

In March this year, Wanda Group won a commercial commercial site in Hangzhou North Software Park for 1.426 billion yuan, covering an area of ​​83,000 square meters, or about 125 acres, and an area of ​​254,000 square meters. According to the general construction period of Wanda Plaza, which is 20-24 months, Hangzhou Wanda Plaza is expected to realize the full opening of self-owned properties by the end of next year.

"Hangzhou Wanda Plaza will only start business from the end of this year to the beginning of next year, and will be unified by the headquarters." According to whether or not to go to costumes, the staff of the Hangzhou Wanda Plaza marketing department said so. From the perspective of expected opening time, Hangzhou Wanda Plaza is within the scope of Wanda Group's “going to costume” adjustment.

The staff of Hangzhou Wanda Plaza’s marketing department stated that specific business plans have not come out yet, but Wanda’s own Wanda stores, imax theaters, big player amusement city and big singers ktv and other self-owned brand stores will all be Wanda Plaza’s. Standard".

"The fashion of Wanda Department Stores is more popular than traditional clothing, and they are based on fast fashion and domestic mid-range brands. In the past two years, the physical store retail of these products has been hit hard by e-commerce." Insiders say that for any one For department stores, the revenue contribution rate of apparel and cosmetics is the highest. Wanda Plaza “goes to costume” to protect Wanda.

Random survey: 95% of people in Hangzhou go to Vientiane City to buy clothes!

The shopping center does not sell clothes, bags, or what to sell. This is how many people have heard Wanda's response to “dressing.”

We randomly surveyed 20 female buyers of similar ages, of whom 70% of the buyers would go to Vientiane City more than 15 times in half a year. Of these, only 5% of the buyers purchased apparel products (as shown in the chart). To get there, there are more dinners, movies, ice skating and even just hanging out.

"Buying clothes of course goes to the department store on Yan'an Road. There are many choices and feelings of shopping. There are few mall activities, there are not many shops, and it is very tired to stroll around." Lu Yue said, in addition, she is not keen on Vientiane City. Buy clothes, but also because not every store supports her VIP card, and in the department store, she has no trouble in this regard.

Of course, there are also guests who enjoy the benefits of shopping at the mall. "I wear a 39-yard shoe. Every time I buy b shoes, I go to Vientiane because the department store breaks the code early." Chen ** said. For Chen, this is a good thing, but for the shopping mall, the fact that it is exposed is "the fact that there is no fast department store."

The head of Shangtai Department Store in Vientiane City believes that shopping malls’ product categories are based on a certain orientation and cannot meet the full range of customers' needs. “Different from buying clothes and eating, people with different incomes can basically accept the same in catering. Consumption, and in apparel, different income consumers will have a variety of choices."

There are home brands, tangled for a long time or did not enter the shopping mall

The enthusiasm of the guests for “shopping for clothes in the shopping mall” also spread to brand merchants. The most sensitive one is the fast fashion brand.

“Fast fashion brands are very tangled. On the one hand, they only select the location of the mature shopping district. They are several department stores in Hangzhou. However, department stores often cannot provide such a big position. Shopping centers can provide space, but they often deviate from the core. Business district," said a person in charge of the department of investment in a department store in Hangzhou.

The conditions for the entry of fast fashion are “the best location” and they like to get together, such as h&m and zara. “One street apart” is what they think is the best location. Often the two are opened, and within two streets. The gap and uniqlo will also follow.

Fast fashion people with tangled emotions, the "little red flag" inserted in the new shopping center, and ordinary clothing brand is not so bold. “Although clothing brands enter the shopping center is a major trend, but we are still planning to cooperate with department stores this type of business.” Said apparel brand agent Mr. Li.

It is reported that during the investment promotion phase of a certain shopping center in Hangzhou, he had received invitations for the arrival of shopping malls and two department stores of the same store. After weighing the pros and cons, Mr. Li chose neither of them.

This is probably one of the reasons why Wanda Mall went to department store to avoid the waste of commercial area caused by repeated investment.

Insiders: Mall “was born twin sister”

Although the industry believes that Wanda's de-escaping is a case, it is a choice made by the continuous expansion of its domestic commercial complex and its continuous declining performance. However, this pressure is also covering all department stores and shopping centers. Common pain.

The seemingly beautiful shopping center also has its weakness. Just a brief look at the existing shopping center in Hangzhou, Vientiane City, Yincheng City and Yintai City have the appearance of twin sisters, and even settled restaurants, skating rinks, cinemas are exactly the same.

Setting the opening time at the end of August in the city of Intime City, said that it will not cancel the apparel industry. “We have made a preliminary set of differentiation.” The person in charge of Yintai City stated that among them, Intime Department Store still takes the route of fashion boutique department stores, while the apparel industry in Intime City is positioned in the mid-to-high end, and will introduce nearly 30 International famous brands, light luxury and domestic boutique apparel brands.

In terms of the proportion of business models, Intime City in the west of the city has undergone adjustments. Costumes accounted for 30%, supporting facilities accounted for 30%, and catering services accounted for 40%. In general shopping centers, apparels accounted for about 40% of the total, in independent department stores. This figure will rise to nearly 90%.

In addition, the person in charge of Shang Tai Department Store stated that they are basically complementary to Vientiane City in terms of their product categories, but some specific brands under the joint-use category are inevitably overlapping. Sometimes in order to avoid this close competition, they have to give up the introduction of some brands, "For example, if Vientiane City already has New Balance, we will not enter this brand, so as to avoid duplication."

The vacancy rate of some shopping malls in some cities has risen. “Opening a store must be fired” or will become history If homogeneity is the weakness of shopping centers, the expansion of shopping centers will inflate for more distant and fierce competition.

According to a report from Jones Lang LaSalle's beginning of the year, measured by the vacancy rate of shopping malls in various regions, the best performing cities in China are Hangzhou, only 1%, and Shanghai, Guangzhou and other places are between 2% and 5%. The highest vacancy rate was Shenyang, which reached 24.3%.

However, we have set our sights even further. By 2015, Hangzhou will rise a number of new shopping centers, such as 350,000 square Wanda Plaza, 395,000 Raffles City Square, 100,000 square Chinese University of the Intime City, etc. Wait.

In addition, data from the China Index Research Institute shows that in 2012, investment in commercial housing has increased to 931.2 billion yuan, an increase of 1.77 times over 2008, and last year, the growth rate exceeded 25%, and investment still has an accelerated growth trend.

Once these newly constructed malls are opened, they will once again partition and reconstruct the existing commercial areas in Hangzhou, and the issue of brand homogeneity will become more prominent.

“In the future, shopping malls will surely increase the experiential life service and become a place for leisure and entertainment, while apparels like this need to be quickly bought and sold quickly, and will be handed to department stores that are better at it.” .