The Mixc'S Specific Floor Brand Adjustment And Format Change Rule

The Mixc's brand adjustment and format change reflect brand business.

And the interaction between the three groups of target consumers.

The advantages and disadvantages of brand image, the quality of sales, the leased capacity and social identity of its business will become the basis for its stable status in a shopping center. The profitability, popularity and overall image of the shopping center will also become a talk with the introduction of brand dealers and negotiation of rent and location.

The changes in the scope or structure of the target consumer group and the consequent changes in consumer behavior and preferences will affect the sales volume of a brand or a certain format, and indirectly affect the decision of the shopping center to adjust the brand and change its format.

Therefore, for brands, on the one hand, we should pay attention to brand building, increase publicity and raise brand awareness.

And maintain the relationship between the brand and the target consumer groups, understand their behavior and preferences, and adjust the products accordingly.

Through continuous improvement of new products to cultivate consumer specific brand consumption habits, in order to obtain loyal and stable customers.

On the other hand, it is necessary to choose a shopping center that is consistent with its target consumer group and brand image. It should pay attention to the early planning and long-term development strategy of its format combination and brand grade, so as to avoid frequent brand adjustment.

Correspondingly, for the shopping center, the orientation of the target consumer group should be accurate before planning.

At the same time, through the introduction of new brands and the adjustment of new format combinations, we can cultivate consumers' consumption habits and build a positive circular relationship with consumers.

The introduction of brand names needs to focus on the whole. While introducing the well-known brands in the major shopping centers, we should pay attention to cultivating exclusive new brands, and do the same as the Mixc.

From the perspective of specific brands, the brands are: good quality products, Tianmu Bluebird baking shop, gift candy monopoly, face king, Andersen ice cream, flavour thousand noodles, etc., and the brands include GODIVA beauty heart, Hey Yo, Xi Gong Gong tea, Yi Feng Tang, Haagen Dazs, Kakas, sweet words and so on.

In addition, with the improvement of profitability in the Mixc, rents have risen. On the one hand, some large volume brands have been split or reduced, and small shops have also been added to the walkway to accommodate new brands, increase rental income and improve Ping efficiency.

If the original 2 stores Hua Runtang also reduced to 1, another shop is divided into 2, settled in Rebecca and Yan Li.

Porsche's sub line brand PROSCHE DESIGN was withdrawn and replaced by the watchmaker brand.

Although PROSCHE DESIGN is a luxury brand Porsche's secondary line brand, its unit price is higher, but its social identity is not high. (the public's recognition of Porsche is mostly its luxury sports car, and its relative recognition is low), so its sales volume is low and finally withdrawn in the absence of loyal customers.

And the brand reputation of the brand is relatively high. After years of brand building, it has become a world-famous sports watch brand.

The only L1 floor indoor restaurant fire compartment soil withdrawal is due to the L1 layer, whether it is brand grade (popularity, brand image, etc.) or rental income requirements are higher.

And the fire soil as a food and beverage, first, the renting capacity is weak, the profit margin is limited; two, the brand is relatively low, and the popularity is poor. In the case of the Mixc's growing maturity and the continuous improvement of profitability, it is only a matter of time before it is withdrawn.

Apart from the withdrawal of brand, the adjustment of brand position or the increase or decrease of pavement is also worth noticing.

If Bottega Veneta is pferred from 175/178 to 143/145, it will become worse in proximity to the bathroom.

The main reason is that the downward diffusion of the target customers in the Mixc makes consumers prefer the brand with high social recognition to the needs of flaunting and comparing. In preference to products with obvious Logo, they show their social status.

Bottega Veneta's luggage is famous for its manual weaving and no Logo. Its target customer group is an elite group with a certain aesthetic taste, low key and quality, which is not compatible with the main consumer group in the Mixc.

Therefore, there are two possibilities for its future development. First, with the growing maturity of the luxury market in Shenzhen, the main consumer groups in the Mixc will have a better understanding of luxury brands, and their consumption motives are biased towards self satisfaction rather than flaunting. The real luxury goods such as Bottega Veneta will regain the market. Two, after a long period of time, the main consumer groups in the Mixc continue to expand, but they still maintain such consumption characteristics.

To sum up, the L1 level

The proportion of watches and Jewellery / Jewellery categories increased significantly, due to the two phase of the Mixc's opening. The international brands introduced were clocks / Jewellery / jewelry, men's and women's wear.

The proportion of non international brands, such as food and beverage, and gifts, is relatively low (the proportion of restaurants after the two phase of business starts to increase briefly, then decline).

The original service format of sesame opening children photography and everlasting wedding photography were withdrawn, and the proportion of formats was reduced to zero.

The original leisure sports brand Tommy Hilfiger and Timberland withdrew, L2 layer only left Juicy Country a leisure sports brand, and the proportion of leisure sports formats declined.

The adjustment of the proportion of various formats enables the L2 floor to be dominated by men's wear and women's wear.

In addition, over the past 2011-2013 years, new gift formats have been upgraded to high-end gift brand flange porcelain (down from the L4 level) and ancient Wu Xiuhuang (up from L1 level) to L2 level to enhance the Mixc L2 experience.

The clocks / Jewellery / jewelry category adjustment mainly focused on 2008-2010 years. With the opening of the two phase of the Mixc in 2009, international luxury brands have been stationed in the Mixc. The Mixc's high-end retail positioning is becoming more and more prominent. Watches and Jewellery / accessories are favored by shopping centers with high unit price and high rental capacity, both from the overall image of the shopping center or the brand itself.

As a matter of fact, watches / Jewellery / accessories are introduced to the shopping center at the beginning of its business.

The adjustment of clothing industry mainly concentrated in 2011-2013 years, during which the Mixc entered the mature period of operation.

Note the introduction of re brand, consciously cultivate brand, introduce Tony&Guy, VIA IL COLPO personal care brand, and LB, R&G, RIMOWA, Leica and other new brands, enhance the experience of L2 layer consumption.

VIA IL COLPO, luggage brand RIMOWA, French brand collection shop LB in Shenzhen only the Mixc store.

VIA IL COLPO is the Hongkong fashion hairstyle shop. It has served many famous stars and has hosted many international hairstyle shows. The Mixc store is the first concept store in mainland China, which is different from the general barber shop in terms of personalization, customization and high price.

RIMOWA is Germany's few hundred years' travel box brand. It is famous for its lightweight, strong and unique appearance. It has appeared in many popular dramas such as "hiding the world" and "CSI crime scene". It has gained popularity in the world.

LB gathered the clothing and accessories of the European first-line brand, the price is relatively low, and is very consistent with the consumption preference of "light luxury" consumer group.

In order to match the high-end image of the Mixc shopping malls, the brand grades of hairdressing / hairdressing and personal care are upgraded comprehensively. For example, the introduction of osfen beauty SPA and Shi Yun sun hair care agency to replace the original perfect beauty, and HOLLISTER instead of ESPRIT.

Osfen beauty SPA is China's first pure European Department of aristocratic beauty SPA. The selected nursing products are the top brands such as Natura Biss class, and are noted for privacy oriented personal butler service.

While perfect beauty is a Hong Kong funded enterprise, there are branches in baocan all city and Xi Hui City. There is no obvious difference between the service form and other SPA brands, and the brand grade is obviously the second.

From the perspective of format adjustment, the L4 layer is concentrated in entertainment, catering and sports leisure, and the trend of the format structure is obvious: on the one hand, the proportion of gifts, men's wear and personal care / drug withdrawal has been reduced; the proportion of women's wear, shoes and bags, home life / AV has decreased; on the other hand, the proportion of entertainment, catering and sports leisure three area has increased from 47.48% in 2008 to 81.07% in 2013, with a higher degree of concentration.

The introduction of Hople+ (Heng Bo) is the embodiment of brand upgrading and the need to focus on meeting experiential consumption.

Hople+ concept store is a 360 degree experience place built on five star service standard, and is famous for providing one-stop mobile Internet solution. Its unit price is also higher than that of general digital products because of its commitment to genuine and whole services.