Hangzhou Women'S Clothing Escape From Street Stores And Return To Big Mall

At the height of the street, shops are up to 9.

Nowadays, women's wear in Hangzhou is evacuated.

"At the end of October, the contract of the shop on the Xiang Ji Temple Road is expired. We are talking about the rent with the landlord. If it is that high, I intend to close it."

Ye Liying, director of Wei Yun brand, told the Qianjiang Evening News reporter that their 5 street stores in Hangzhou may shrink to 4, and there will be no plans to continue the street store in the future.

Similarly, there is a local brand named ILOVECHOC. Since the shop was closed in August, the brand has been closed at all 3 shops in Hangzhou.

In the last year, Akimizu Ito turned off 10%~15%'s store.

"Indeed, at the highest historical level, our street stores in Hangzhou account for 9 of the total number of stores, and recently the figure has dropped to 50%."

The responsible person said, however, the 2 large shops on Wulin Road and West Ring Road are still preserved.

A few days ago, the reporter came to the newly decorated shop around the west road. There were no customers in the shop. There were 2 shop assistants standing in front of the shop.

"What's left behind is that the location is good, and more is the billboard effect, so the image is reinstalled."

"We plan more for future shopping malls and shopping centers," said the brand responsible person.

"I haven't been shopping for a long time. I was driving past a women's clothing store. It looked good, but I couldn't find a parking space. I went around or left."

The 30 year old Lina said parking difficulties made her desire to shop too much. "Besides, unless the mood is very good, the two or two shops on the street are not necessarily interested in the past."

ILOVECHOC felt deeply about this. Wei Chao, the boss, told the Qianjiang Evening News reporter that many customers were stopped by the parking problem. "I told the old guests that they would go to the mall to find us later."

Popularity is guaranteed and pressure is not too high.

Return to the street store

Once upon a time, it was not easy for Hangzhou's local brands to enter the shopping mall.

Although there is still room for negotiation and position, there is at least an opportunity.

"In August and September, seven or eight of our shops were opened in shopping centers.

The department store is also a good choice. Women's clothes go into the Hangzhou Tower and men's clothes enter the martial arts Yintai.

A responsible person told reporters.

After closing the only 3 Street shops in Hangzhou, ILOVECHOC put all its resources into shopping malls and shopping centers: "Hangzhou Tower, the Mixc, impression city, and 4 new shops on the lakeside, more than 10 shops."

COCOON despite the rapid opening up in recent years, the number of shops on the street has dropped by 30% this year.

"Coconi is positioning high-end, and the future shopping center store is the mainstream.

Last month, we just entered Yinlin, and entered the Mixc before.

The head of the company responded.

In the past, they were not willing to open up shopping malls to local brands, but now they are quite generous. The main reason is that the number of shopping malls and shopping centers in Hangzhou has doubled several times earlier than before. At the same time, many shopping malls are carrying out "going to the bestseller" (only, VeroModa, once the shopping mall standard), hoping to become more personal, rather than swarm around a few brands.

There are also reasons why they want to lean on the mall.

"The shopping center is full of popularity, supporting services are complete, business is guaranteed."

One industry insider said, "the rental expenses of street shops are fixed. If business is very dull, the pressure will be great, and some shopping centers will be able to get a breathing space in the economic downturn in the way of sales commission."

Low price, full personality, WeChat.

The shops on the street are not ready to do so. Apart from holding the mall, the brands have new directions, such as sneak into the community.

In the view of Yao Yujian, founder of impression industrial Limited by Share Ltd, there are many advantages for community stores. Good shops have higher rate of return than department stores, and they are not controlled by others.

"A lot of people think that the cost of Street store decoration is high, actually more than the mall counters and ceiling, the cost per square meter is more than more than 200 yuan, the key is positioning and site selection must be correct."

Yao Yujian said.

"Hangzhou women's clothing is very good example. At present, it has about 80 stores.

"Autumn is the location of the community store, we must choose the densely populated communities.

For example, the area of double Ling Road and Hu Shu Road is a good location for community shops, with a large population and stable business.

At the same time, Yao Yu Jian launched the new brand Fairy, which is priced at two hundred or three hundred yuan in the Japanese style sweet style. "The price of products in community stores can not be high."

Successful community shops have to learn to do business, because there are not shopping centers and shopping streets like people coming and going. Most of the time you see small tenants. Once these people are caught, their spending power is quite strong.

There is a children's wear shop on MI Du Bridge Road. It can be described as a model of the community store. The boss will add WeChat to every guest in the shop and brush the latest arrival products every day.

"Brush the surrounding households through WeChat, slowly expand the scope to 5 kilometers around, many successful community stores do so.

And for Hangzhou's women's clothing brand, it is to be a buyer's shop. It can integrate different local brands, choose the goods to match them, and the price is not expensive.

If a company has just a few women's clothing brands, it can try to mix it up and sell it.

An industry insider.

Of course, those who still stick to the street store have other considerations, such as brand image, even if they do not make money, they must stick to one or two.

Wandering around the West City Road shop is ready to set up children's leisure area, take the children to the children's palace parents to shop.

Jasonwood will take the cowboy processing site to the store and pick up 10 processing sheets a day.