Is The Change Of Brand A Turning Point Or A Shift?

A brand didn't stay in a mall for a long time, or was upgraded or replaced by other brands. Although this phenomenon was not new, it became more obvious and more frequent in 2015.

Reporters learned that the reason for this phenomenon in 2015 is not only related to the impact of the electricity supplier, but also to consumers' shopping psychology.

Chang Jing, a white-collar worker living in Central District of Ji'nan, often focuses on shopping malls such as Wanda, Zhenhua, Yu, Ginza and so on.

"From last year's point of view, I feel that the frequency of changing clothing brands in shopping malls is much faster than in previous years."

Zhang Jing said.

For example, in a shopping mall on the ten road, the clothing brand was changed from ONLY to VERO MODA to La Natsu Bell.

。

Through a shopping mall on four roads, new TOPFEELING, UR and some other new stores have been added.

Brand.

The change of these brands is to turn off or pfer positions? What is the basis of brand replacement in shopping malls? The person in charge of ONLY brand Ji'nan sales told reporters that the change of brand will necessarily represent a closing store, but a brand sales adjustment.

Take ONLY as an example. Although the Bayi Ginza store and Wanda Department Store were shut down in 2015, a shop in Wanda Plaza has also been pferred from the first floor to the two floor for decoration, but from the total number of stores in 2015, it is growing in Ji'nan.

"According to statistics, in addition to Wanda Department store because of the adjustment of the shopping mall policy, we turn off the sale, the other is the pfer of sales area."

The official said, for example, they will open new shops in Ding Hao square, leading city business district and so on.

In the market, brand change is the brand's final say, or the shopping mall has the final say? "It's decided by the shopping mall."

Pang Yutao, the assistant general manager of Zhenhua commercial building, said.

Shopping malls will decide to eliminate old brands and increase new brands according to two aspects. On the one hand, they will investigate and evaluate their turnover.

This frequency is usually in half a year to 1 years, that is, at this frequency, the mall will replace the brand according to the survey results.

Take Zhenhua commercial building as an example.

The original age of the brand is mature, but its location is mainly in the four business circles. The target population is mainly from the 80s and 90s. Therefore, in order to attract the target audience, this year, the shopping mall introduced the fast fashion brands such as UNIQLO, H&M and Muji. It also introduced La Natsu Bell's brand, which is popular among young people.