Guangzhou shoes and apparel shopping center set off a "theme shop" boom

Following Belle's splitting of its footwear products from department stores and the opening of its “sidewalk”, a wave of “Theme Store” spin-offs, which are strong in momentum, swept through Guangzhou in a short period of time.

On August 14th, a brand “NOVO” that splits denim casual clothing into a brand-new image entered the test of Zhengjia Square in Guangzhou. On August 13th, the "Gentleman's Museum" created by Guangzhou Friendship Spin-off Menswear will soon be available in the Guangzhou World Trade Center. With an endless stream of "disintegration campaigns", Guangzhou retail industry has begun to emerge a new format. According to Xie Shiping, managing director of Guangzhou Meidong Department Store Co., Ltd., this is the industry with the greatest potential for the future.

"This is the result of market segmentation to a certain extent," said Luo Zhijie, secretary-general of the Guangzhou Business Association. Since the commercial development of Guangzhou to this stage, it is necessary to break through the function of selling clothes alone. Consumers need fresh and diversified choices. These stores have a smaller total number of items and a small number of goods; but their alternative decoration and accurate positioning are not targeted at all consumers but targeted groups.

It is understood that a department store with a total area of ​​10,000 to 20,000 square meters, including men's wear, women's wear, cosmetics, footwear, etc., has more than 10 categories of merchandise, involving about 100 to 200 brand tenants and their consumption. The audience basically covers the family size. And Belle's "sidewalk" has 7,000 square meters, only one type of shoes. NOVO has 1600 square meters, according to the company's marketing director Sun Mo revealed that NOVO Guangzhou Zhengjia shop has 25 brands, but the category only involves casual jeans, Japan and South Korea women's shoes, casual wear three lines, consumers are also locked in a young audience.

"The competitiveness of this professional store format will be further tapped." Huang Wenjie said that in order not to allow his opponent to imitate the copy, this theme shop needs to have its own products, such as buying a product through a buyer, or customizing some freedom. Unique products to form a differential competition. However, Huang Wenjie believes that the retail channel's network resources have yet to be further developed, and the design team of the brand enterprise must be further matured. The upstream supply chain has yet to continue to shrink, and on this basis, the specialty store formats currently stripped from the department stores It is still impossible to form a production system that is based on downstream distribution links such as ZARA and H&M. “The future Guangzhou specialty store format may gradually develop into an intermediate state of department stores and fast fashion.”

“When I was in the United States, I saw many similar stores. Strictly speaking, it should still be called the specialty store format.” Xie Shiping said that compared to department stores, this kind of store is one of the major categories in department stores. Commodity combinations such as “walkways” are all for shoes, toys “R” are toys, Sephora is cosmetics, NOVO is for individual types of clothing, shoes and accessories; there are also homes, office supplies, etc. The brand is different.