Retail Format Transformation, Experiential Consumption Or Mainstream

　　 Fast fashion brands accelerate consumption in China Customs shop, themed Shopping Center

UNIQLO, located in the Zhongshan Plaza of Chengdu City, has quietly closed down, replaced by another clothing brand. In January this year, the GAP store in Chunxi Road, Chengdu, was also closed, plus the MUJI that had been withdrawn from the Itou Haruhee store. Many fast fashion shops have already withdrawn from Chunxi Road. At its peak, fast fashion brands opened up to 21 stores in the Chunxi Road business circle, leaving about 15 now. And many "fast fashion" brands including UNIQLO and H&M have declined to varying degrees in the 2016 fiscal year.

The fast fashion clothing brand entered the Chinese market in about 2006, and its unique development and expansion mode is weak. clothing The retail market has injected a shot in the arm. Take UNIQLO as an example. At present, UNIQLO's stores in China are the sum of H&M and GAP stores in China. But just 10 years later, with the fading of freshness and the upgrading of consumption structure, fast fashion has begun to go downhill.

The industry generally believes that the collective decline of fast fashion brand performance has nothing to do with the slowdown in the current macroeconomic environment. However, retail experts say that whether the economy is in recession or not, at least in the short term, the performance of fast fashion brands with relatively high cost performance can not be replaced by their contribution to the retail industry. In addition, all of this is also related to the impact of electricity suppliers and the rising cost of rents.

Sun Xun, a researcher at utahui international brand consulting (Beijing) Limited, told reporters that fast fashion brands need to look at their behavior from a different perspective. Whether it is a large-scale store operation or a strategic adjustment remains to be seen.

In Sun Xun's view, there are many reasons for closing shop behavior. For example, there is indeed a downturn in the industry. The cold wave of retail business and the electricity supplier divide the cake into several aspects. At present, these brands have begun to pay attention to the layout of the electricity supplier, or close some profitable shops, and reopen the expectations of big stores. After all, in the past few years, the fast fashion brands both at home and abroad have made some rapid expansion and extensive development, while others can seize the needs of customers. Fast fashion Brands such as MJstyle or new look and other fast fashion brands still have expectations in the layout of the two or three line of globalization strategy and sinking.

In March 2013, Fangzhuang's famous department store heavyweights shut down their own store in Shijiazhuang; in May 31st, the department store of Shijiazhuang was closed; in June 1st, the Department of Commerce in Taiyuan, Taiyuan, accompanied with consumers for 5 years, stopped business; in July 15th, the Chengdu Pacific department store, which had been in Chengdu for 24 years, shut down suddenly and shut down. In the end of August, less than 3 months after the closure of Baisheng Guiyang flower shop, Baisheng also closed stores in Shijiazhuang, and so on. According to statistics, a total of 24 well-known traditional department stores were closed, and 23 famous traditional department stores closed up to 23 stores. According to the reporter, since 2012, a large-scale "closing shop tide" has occurred in China.

Therefore, Sun Xun thinks that the layout of fast fashion brands will have a large scale adjustment in 2016, and these fast fashion brands should think more about how to better layout the electricity supplier and train high-quality single store in the 2016 trend.

Sun also told reporters that China's Retail The shopping center is showing explosive development. This shopping center began to look for more innovative ways to "lure" more customers to visit. These stores began to point their business strategy to a new mode -- to liberate customers from traditional consumption patterns and create a new shopping environment for life situations. In the new mode, customers can spend more time in shopping malls with family members and friends.

Relevant data also show that in 2015, a total of 10 million 700 thousand square meters (1500 football field area) shopping centers were put into the market, of which 73% were located in the Asia Pacific region, while the construction of shopping centers in China was very hot, occupying a major share in the Asia Pacific region, with a total of 6 million square meters. In 2014, the figure was 12 million 100 thousand square meters. According to the report, both the built and the built shopping centers are mainly Chinese.

In an interview with reporters, Sun Fei, an expert in commodities planning and a regional developer of "Yi Fang Fang", stressed that in today's increasingly homogeneous and hierarchical retail environment, the future differentiation and operation of fast fashion brands will play an effective complementary demand. This not only takes into account the brand's vision, but also considers the overall value of the business environment or complex services. The best way to improve performance is to do business well, and only in the spirit of consumers.

The latest research report from yupuhui international brand consulting (Beijing) Co., Ltd. released here also shows that at present, domestic shopping centers do need to change the relationship between consumers and consumers through innovative and experiential formats. However, from the consumption data in 2015, Shopping Mall 50% of the performance of department stores is down, but there is also a lack of quality shopping centers. With the change of shopping center to the consumer experience ecosystem, it is a new innovation mode to retain consumers with good experience consumption instead of traditional "Ping effect" thinking mode.

In the view of Sun Xun, the traditional "flat effect management" mode in department stores is somewhat contradictory to the "space" feeling consumers need. In order to achieve higher efficiency, the department stores will always fill up the goods to the maximum extent, thus affecting the customers' sense of experience. The new generation of consumers, more emphasis on and pursuit of offline sense of experience and comfort, pursuit of lifestyle experience atmosphere, rather than just a single consumer product shopping experience.

The industry believes that thematic shopping center positioning innovation will be one of the trends of the future retail industry, and the traditional retail industry is also in urgent need of cost-effective products and brands, though Online retailers The impact of the impact on commodity prices has been significantly reduced, but the retail industry needs higher quality differentiated products. It can be expected that experience oriented consumption and differentiated sensory experience will be an important part of shaping the shopping form of multi format ecosphere.