Library of garment of actor of brand of Japanese famous sportswear (UNIQLO) store of the flagship between Guangzhou head garrisons Beijing cinema of Lu Qing palace of side move feeling 328, furled colorful contracted joker new style. The fast of the cogongrass before be subordinate to of actor garment library attributes a retail trade of fashionable dress of row whole world sells group division to fall, be with masses familiar to the ear can the fashionable brand with the H&M of par big shop sign of detailed, ZARA, eponymous GAP. Inside the flagship store of more than 1000 square metre, abandon the storehouse of redundant adornment decorate shop, use the means that supermarket self-help shops. The female outfit with the men\’s clothing that shows all fronts to roll out classical cultivate one\’s morality, rich color reachs exquisite and lovely childen\’s garments.
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ZARA inn rolls out 12000 new products every year;
Huge crowd of people always is in H&M inn;
The low course of C&A is very inviting;
GAP is recreational the 100 dress styles that change are provoking like…
\”Top-ranking design, minor fabrics, small-time price. \” in the price enjoy in a few yuan shirt, hundreds of yuan coat \” high the latest fashion \” design, this is the glamour of par big shop sign. Nowadays, after afterwards ZARA, MANGO, again big shop sign of a par will land Hangzhou — taste without Yin Liang (MUJI) . With extremely brief for brand kernel — take off brand, the design with needless leave out, everything machines purify needlessly and of color taste without Yin Liang, can you let be used to the Hangzhou consumer show respect for of fashionable numerous Hua Shijin? Are these par big is the Hangzhou business of the card good do? In global luxury consumption is below the setting that shows quickness downtrend, have \” luxury the 3rd city \” the Hangzhou that say, can you give par big shop sign people bring new surprise? 1 2 3
On January 29, h ＆ M announces formally that day external, first Beijing brand shop is in Xidan at present exultation city is prepared in, will open business at spring. This action caused the attention of people, the picture that faces depression in global economy issues it however still confidence marchs dye-in-the-woodly Chinese market, cheap whether has the times of big shop sign come?
Advertisement of Chun Xia of H ＆ M09 piece
Series of H&M of × of Comme Des Garcons
It is early at the beginning of January, people notices one place corner of exultation city underground surrounds the screen that had sign of H ＆ M. On January 29, h ＆ M announces formally that day external, the company plans to added 225 brand shop in the whole world 2009, among them first Beijing brand shop is in Xidan at present exultation city is prepared in, will open business at spring. In the hearsay on fabaceous valve net of close half an year guess, "H&M should be Beijing to open the fierce debate of storefront why after all. \” also drawing a pause at the moment.
What kind of antecedents of H ＆ M also, does first its storefront enter the such attention that is stationed in Beijing to you can cause people unexpectedly? Does the picture that faces depression in global economy issue it however still does confidence march dye-in-the-woodly Chinese market?
H ＆ M, ＆ Mauritz of full name Hennes, it is a fashionable dress company that comes from Sweden, also be Europe\’s biggest dress shopkeeper, although the sonority of its name number already as big as luxury shop sign is neck and neck, but the course that it takes is cheap however with vogue, do not cross it rise abruptly to also having inseparable concern with luxury big shop sign, head with H&M, ZARA, C&A, GAP, they are celebrated with copying style of big shop sign \” regular army \” dress brand.
Arrive 8 years in 7 years in the time first half of the year, when luxury big shop sign still is in ambitious in Chinese mainland the market plans when their luxury is Caesarean, think 8 years unexpectedly however in October a severe global banking crisis, let originally with in the low cost life that produces estate to have nothing to do begins the whole world faddish. No matter end is rich,this is planted the lifestyle of scramble for sth and economic mode are performed in each continent, and the company that this also allows to resemble H ＆ M to take par vogue course so became beneficiary beneficiary. The report of an outstanding achievement with H ＆ newest M shows, in the financial year that ended on November 30, 2008, profit of company net profit is Ke Lang of 15.3 billion Sweden (1 dollar closes 8 Sweden Ke Lang) about, than going up money year add 1.7 billion gram bright, amplitude is close 13% .
Undoubted, below financial crisis, par big shop sign is in the argue of as big as luxury shop sign, the station was in windward.
Somebody a H&M of humorous interest and ZARA, c&A, GAP is called \” modern class Buddhist nun road \” . Because these brands are in abroad,be to belong to very cheap fashionable brand. Although be in Euramerican big in city, their brand shop always opens the office that waiting for top class famous brand to border with Amani, and storefront the area is great. Someone sees on the net jokingly leave a message: Knock into what be stationed in Beijing time as H ＆ M calm, this 4 big \” modern class Buddhist nun road \” be triumphantlied join forces in Beijing.
Nevertheless, in fashionable to be fond of angle, heart from beginning to end part is small endowment the female people with the not quite rich however silver in clue, pocket, \”Modern class Buddhist nun road \” of v/arc a person\’s status say to them the influence appears not quite. Dress to the woman, be loved the new and loathe the old the most easily namely originally, the thing that fall into disuse. Buy with not much silver have big card the fashionable sheet of wind model is tasted, why to work? So, you always can see in these storefront female people would rather discharge expatiatory team to also want to try the grand setting of the dress, and hitting the sight that loses scare buying of the insanity like period market.
And these brands appear special also the heart that is goot at hold women with conduct propaganda. ZARA is invited most when red Russia baby face SASHA exceeding a standard is become spokesman of Qiu Dong figure, h&M once chose to block Er with chief inspector of fashionable dress of famed star Maidangna, CHANEL – the distinguished personages such as Lagefeierde cooperates, great promotion the trademark is well-known degree.
A madness that H&M starts recently, should belong to 8 years on November 13, famous stylist of H&M and Japan plain long the series of 08 Qiu Dong set limit to that the collaboration that protect Ling rolls out () of series of H&M of × of Comme Des Garcons. Go up when sea route of ethereal sea the Huaihe River allegedly at the door the flagship store of H&M, female people had reached mad level. Sale success with 10 minutes of scare buying of one sky " velocity of light " become H&M one of contest of sale of this whole world.
Current, adidasi (Adidas) , be able to bear or endure gram (library of garment of Nike) , actor (Uniqlo) , Sara (the international brand such as Zara) enters China to open large flagship store in succession (or call a brand to experience) of inn, image store, concept inn, domestic brand also catchs up with in succession. Adidas is in Beijing Xidan bazaar, maple blue international shopping centers, medium the much department position such as Yan Sha of friendly general merchandise, Oriental square, contest spy, Jin Yuanxin, more the flagship store;Nike with its the greatest whole world was opened to also be in in 3 lis of collect general merchandise of well of king government office, Wang Fu is bazaar of well Xin Dongan, Xidan, medium the cloth such as 3 lis of friendly general merchandise, collect, contemporary, Yan Sha falls, er of China‘s biggest elegant dagger of spin clothing company begins more early to spend in 2000 around gigantic endowment had such position (its are brought countless entrepreneur and commercial public figure are colourfully in the huge success on commercial real estate admire) , make one-stop shopping admiral experiences inn. Brand of chief of campaign of Chinese famous vogue is special pace (Xtep) opened store of 20 Olympic Games giant stars in countrywide ground (the shopping mall that giant star merchant wants to be centered in provincial capital city) , store of flagship of 80 Olympic Gameses (flagship store is centered in each province city of main ground level.
Why can numerous brand have to flagship store favour add? As standard of living rise, many consumer resemble the past no longer to buy the clothes goods compares 3 the home, scrape together, more favour is one-stop shop. These flagship store are chosen mostly in gold a sector of an area, decorate luxurious, prop, shopwindow, POS show class easily, give figure, can undertake be revealinged all-aroundly to brand concept, attribute, attracting a guest easily to be displayed into inn; is to unite a theme to lead the feeling that has old brand, big wrist quite, assistant ebullient, background music very downy, impetus presses a person, consumer shops footloosely inside, guest of alleged inn big bully, enjoy “ sacred “ kind when feeling imperceptible in by “ ensnare “ ; is one-stop shop unit price leaving a settle or live in a strange place is higher, cover a multitude wide, form easily repeat consumption and public praise transmission, such shop also was become reveal brand image first-rate free and hypostatic advertisement. Additional on one hand, as the progressively change that consumes consciousness, consumer is spent to the faithfulness of the brand taller and taller also. Each are big brand the brand image for him promotion, create flagship store in succession, especially those are built on the enterprise of this time of fast train mixes capital market brand, abundant actual strength and resource are made assure and prop up, attack a city quickly to sweep past a pool, after all, look for a long time from which, these sale sites that have strategic sense are belonged to basically cannot renewable resources, occupational and have an its sex; and occupied these sites, its have very big radiation effect to whole provincial capital or circumjacent city, also be demonstrative brand actual strength, reticent best conduct propaganda, can attract join in business. Besides promoting strategy of brand image, race to control the cause such as commanding elevation, still have a main reason: Many bazaar often ask now the brand business inside bazaar people have the sales promotion activity with various form, buy for instance 100 decrease 50, buy 200 return 200 wait for an activity, although poll assemble moves occasion to look very lively, sale violent wind to rise, but earn basin full earthen bowl is full is bazaar, and brand business people those who earn is cry out can be protected only this already pretty good. Counterpoise actively for market of race to control, brand of a lot of dress must think method opens large flagship store to have own sale. Additional, nike, Adidas opened flagship store, special the pace can not follow-up? Competition is intense with each passing day today, act of a lot of trade also is a person in all corners of the country, cannot help doing sth, although know perfectly well a flower,are many brambles and trap before. As farther aggravate of competition, the industry spends can farther promotion centrally, flagship store sale will is a trend inside certain period.
Retail trade suffers financial crisis to although,be affected lag at fictitious economy, but the concussion with undoubted regular to getting meeting. Especially of current finance seismic sea wave sweep across below, retail trade how can does pay attention to one‘s own moral uplift without thought of others avoid baptize ceremony? Under turn out in full force, how to have egg? “Cold winter “ when arrival, a few “ constitution “ the brand that owes beautiful falls in succession, business store is rental begin to become difficult, the owner that owns store of much home business is willing to lease shop more the brand manufacturer that makes work to have actual strength. And brand enterprise also takes the chance to be purchased with inferior cost / lease big business shop.
Flagship store was offerred for consumer one-stop those who shop is convenient, can promote a brand image quickly, but it also raised taller requirement to the brand: Requirement can research and development is enough much SKUs, rich product (no matter be product category width, or the money from the category figures deepness point of view) mix for consumer preference display, because the money is too little will can cause a can simple repetition to display, and the flagship store amount that is like fruit to be like is too little, and only for a few shop research and development is many the paragraph judges quality extremely easily, break a code, easy promotion produces cost and form a large number of inventory. So this kind giant shop both neither can be too much (compare with common brand shop photograph, flagship store sells on the low side of effect of general meeting level ground, no matter be the sale that presses every square metre / profit contribution, still be sale of average per capita / performance of profit contribution; yields better still is a few in the shop) of small area, also cannot too little, too much can affect performance (unless have another strategic senses, if march,commercial real estate, much brand is run wait for) , cannot realize dimensions economy; too less besides OK of requirement only fund, more the requirement has unified theme to the element from lubricious department can mutual echo and perforative, arrive from jacket remove theatrical makeup and costume, cap-a-pie, from inside outside arriving, wait to shoe, bag from dress deserve to act the role of, emphasize having stronger mix build capacity, requirement they “ independent and not isolated “ ; should become good flagship store truly, just should not achieve the sale goal of this inn, try the satellitic store of radiation periphery even, elaboration is little “ the nerve center “ shed attempered function with fast content, quicken filling goods / return money / the function that moves money and content shed have enough to meet need and reduce whole thing to spread adjusted cost, reduce keep long in stock of kinds or types of goods to form dead money, or because sell well,the probability; demand that generates be in short supply is supplied purchase on catenary, production, deserve to send, each link such as sale is enough support a large number of SKUs run, requirement synchronism form a complete set undertakes; also put forward taller requirement; to information system the talent demand that to the supply of whole industry catenary answered ability to put forward to challenge; refine operation to essence of life quickly rises suddenly… and all these is opposite was used to.
Flagship store opens rise, the research and development besides commodity, production, deserve to send, the system such as sale, sale should have safeguard outside, additionally the very important a bit reserve that is terminal personnel is mixed groom. A few old brands begin guide buy farther comprehensive promotion, the promotion after grooming in the round matchs to image adviser, dress the height with colour advisory, advisory collocation, the height according to consumer, color of skin, face, fat the right choice such as thin, preference, mood suits him / her product combination. From guide buy, advisory, group leader, help inn, parlor long, superintend and director guides, district director… coach, mechanism of rising, pass on experience becomes more and more important, it is the education to new personality, promoting hematopoiesis function; is the performance drive that is aimed at individual, group trend of travel of mechanism; convection, commodity sells a site, display, technology of psychology of chromatics, consumption, sale groom in the round with promotion. After every open a store of a flagship, must sum up success or failure, note in time, do good standardization to work, provide preparation for fast and duplicate, chain, walk along tuition of crooked road, little heavy reestablish diplomatic relations less.
“Flagship store is sold “ while mode is arisen, of the network fictitious shop to rising abruptly. As a result of charge of network shopping sale more and more low, new generation consumer are used to a net going up “ clean out treasure “ , this one trend is to block also do not block. PPG gives an issue and do not mean itself of network shopping mode to have a problem, the problem more of PPG is to go out to be opposite in its quality of research and development of the insufficient understanding of dress itself, product, production, appoint extra work accuse, content fluid department does not follow to go up, consumer the habit experiences to inn and do not have more offer corresponding as photogenic as the net. Below financial crisis, more consumer can cover the pocket a few more closely, become more and more “ reality “ , and on the net tax more substantial product very easily. Also because such, a few brands begin must or Internet of active, indirect or direct hug. But Internet sale often can issue hypostatic sale price to go up to have conflict easily with the net. Let with its of countless individual make the sale on the net (there is no lack of) of the person that have pilfer edition, KAPPA active meet head-on, make shopping website actively, and appoint can what ability is the shopping website that its government maintains, and the discount is retail price 8 fold (market takes below the net buckle a dot to be returned commonly not merely 20% , wait for) plus artificial charge, satisfied the requirement that shops on consumer net namely so, better also land protected the sale below traditional net (if the discount is too low, will shop below severe impact net, very big obstruction) can encounter after agential interest is pounded especially, such can yet be regarded as a kind of relatively well-advised choice.