Us Department Store To Evacuate Shenyang? Facing Double Sided Attack

From the beginning of 2009, the US and US Department stores in Xi'an, Tianjin and other places closed one after another, to the end of last year, the beginning of this year, the United States and the United States and the United States and the United States Shanghai Huaihailu Road shop's curtain call, and then to Chongqing in June this year, the United States and the United States "decoration and upgrading", at present, the layout of the US Department Store in the mainland only left four stores, Changsha, Chengdu, Urumqi and Shenyang are still running.

Brilliant Shenyang

Yesterday, a circle of people told reporters that the US Department Store is also about to withdraw from Shenyang due to operational difficulties.

Will the US Department store really leave Shenyang? What are the problems in the daily operation of the US Department Store in Shenyang? What are the difficulties?

Withdrawal rumors

The gloomy business situation, distrust of dealers, and uncertainty about the future development of dealers have exacerbated the objective credibility of rumors that Shenyang and the US will withdraw from Shenyang.

On the afternoon of August 31st, the reporter once again came to Shenyang Meimei department store on the Chinese road. Although the parking lot outside the shop was full of vehicles with various license plates, the 1 to 4 floors remained rare.

For this, the staff of a shop in the mall seemed very helpless in front of reporters. "We have become accustomed to this situation. Even at weekends, holidays and other public holidays, the traffic here can be said to be very poor."

As for the occupied parking spaces outside, she told reporters directly, "there is no room for parking nearby. Only parking here is free."

In contrast to the cool scenes in the store, it is the anxiety and discomfort of some of the brand dealers who are planning to withdraw from the US Department store.

A brand that does not want to be named

Another dealer told reporters that it was not only that that worried him, but the future of us department store was also full of uncertainty.

He said that in the early 2009, which was almost one or two months after the opening of Shenyang Meimei department store, shops in Xi'an, Tianjin and other places under the US and US command closed one after another, and by the end of last year, the situation was even worse.

The dealer told reporters that it is precisely because of these reasons that in their circles, the US headquarters has been considering the strategic layout of shrinking the mainland market, and Shenyang Meimei department store, which has a poor sales performance, is likely to be "cleared".

In this regard, the head of a well-known business website in Shencheng also gave similar guesses. "According to our understanding, the withdrawal of us and us in Shenyang is very likely to happen. The poor marketing performance is a primary factor, but it may also be related to the change in the marketing strategy of the US Department store in the mainland market."

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Shenyang and the United States face double-sided attacks: internal and external troubles

Domestic trouble and foreign invasion

In order to further investigate the problems faced by Shenyang Meimei department store, yesterday, the reporter once again contacted a Mr. Wang, who had already had a business relationship with the US Department store and was familiar with the Kowloon warehouse group, backed by the US Department store.

Mr. Wang told reporters that the current difficulties encountered by Shenyang Meimei department store are not accidental.

He said that because of its strong support from the Kowloon warehouse group and the sister company Junsi group, since its entry into the mainland market in 1994, the US Department of Commerce has made a name for itself by relying on the strong demand of luxury goods from mainland consumers.

"But at that time, these international brands were much more constrained in China than they are now, so they have to rely on dealers like Mei Mei department store to enter the domestic market."

After more than 10 years of brand accumulation, some brands have been booming in China. They have seen the success of their own brand marketing, and the major brands have begun to choose themselves.

"Let me give you a few examples, for example, Bally, Hugo Boss, and everyone else is fully self-supporting. Even the famous Coach, who was almost wearing a pair of trousers before junse, is now giving her retail management to Junsi.

If these things were put many years ago, they would not even dare to think about it.

Do you still want to withdraw the cabinets? That Junsi can completely withdraw from the mainland market.

But now it's different. People play it by themselves, and how they play if they want to play. You can't restrain others if you can't manage them. "

If "internal worries" put Shenyang Meimei department store in a business predicament, then the aggravation of "foreign invasion" made us Mei department store stand on the edge of the cliff.

"Shenyang's luxury department stores are expanding rapidly," Hang Lung, the Mixc, West Wu department store, etc., too many, everyone knows how big this cake is. "

The head of a department store in Shenyang believes that the surge in high-end department stores plus rigid marketing mode is one of the key factors leading to the dilemma of Shenyang Meimei department store.

Wishful thinking

In fact, contrary to the dilemma that Shenyang's high-end consumer market has encountered in opening up the US Department store, the rate of entry and consumption of high-end luxury brands in Shenyang has been increasing year by year. Many international first-line brands have made a lot of money in Shenyang.

2010 Italy fashion management consulting released the "Italy fashion 2009 China's 16 largest luxury city ranking report".

In this report, Shenyang ranked third in the list of luxury goods brands with 68.8% and 16 luxury brand stores.

"Shenyang's luxury consumption capacity is staggering, even more than Beijing and Shanghai."

This is almost the consensus of every person in charge of luxury brands in Shenyang.

Whether from the market potential or consumption capacity, it shows that Shenyang is becoming one of the important markets of luxury consumption in the whole country.

According to the China fashion brand network, you can see Ermenegildo Zegna, Salvatore Ferragamo, Burberry and other luxury brands in shopping malls and even hotels in Shenyang.

Looking at the geographical location of high-end department stores in Shenyang, Taiyuan Street concentrates on the three major stores, namely, the United States, the United States, the new world and Zhongxing.

These luxury stores, the United States and the United States opened at the latest, but brought to the DKNY, D&G, MARC by MARC JACOBS, COPPELIA and so on more than 10 Shenyang people have not seen the brand, but these brands, although internationally renowned, but in the Shenyang market, it has not made too much attraction to consumers.

"In other words, the vast majority of luxury consumers in Shenyang are not very cold on brands imported from the United States and the United States."

One industry insider said so.

In fact, as early as the opening of Shenyang Meimei department store, the media once threw this problem to its general manager, Chen Jin Hu.

However, Chen Jinhu did not think so. He believed that with the development of economy, people's awareness of brands is getting higher and higher.

Initially, Chinese people went to Hongkong to purchase, and then gradually went to Europe and the United States. They contacted luxury brands in Europe and America, accepted brand education, and recognized the brand far more than we imagined.

Even if luxury brands are not accepted by consumers in Shenyang, the reason is that the products themselves have not yet adapted to the needs of Shenyang's consumer groups.

Obviously, the "differentiated" brand management mode has become a weapon for us and us to compete for consumer groups in the Shenyang market. But now, this weapon is more like a double-edged sword.

The process of "accepting brand education" by Chen Jinhu's consumers in Shenyang seems to have a long way to go.

A fierce battle is at hand.

"Shenyang has the luxury consumption capacity, but there is no soil for luxury consumption."

A luxury brand leader in Shenyang believes that the luxury culture of foreign countries is "publicizing their individuality". Shenyang people buy luxury goods and wear them on the body, hoping for obvious signs that can be recognized by others.

LV and GUCCI, which have obvious signs and large size, conform to the psychology of this group of people. Therefore, they become the most popular brands in Shenyang market.

"On the contrary, the relative recognition of American and American department stores is low, the volume of shopping malls is too small, and the brands of different grades are not very different. For example, ZTE or Zhuo Zhan, I do not buy luxury goods, but I can see other mid-range brands, and the choice is much larger."

An industry insider admitted that the "stubbornness" of the US Department Store in its business mode has also paid a price.

Although luxury consumption in Shenyang has increased year by year, this does not mean that luxury goods stores are showing a hot demand.

For the Shenyang market, the industry has "consumer market has not yet been able to feed a number of luxury shopping malls" remarks.

Even now, the director of Zhuo exhibition shopping center, the best seller of luxury goods in Shenyang, has also made cautious remarks: "the luxury consumer group has yet to be formed, occasionally buying a LV bag or a GUCCI garment, and ordinary consumers can afford it. But thousands of dollars or tens of thousands of dollars are buying clothes, and the little girls who like dressing up will not take it as a regular consumption way."

When is the market saturated? This subconscious worry is gradually sprouting up in the minds of luxury brand dealers in Shenyang.

When the Hang Lung Plaza broke ground and Huarun the Mixc entered the business, Shenyang's luxury market seemed to be playing a more intense competition.

In the 25 shopping malls that are expected to open in Shenyang this year, the reporter noted that the Hang Lung Plaza, which has already been opened, and Shimao, which has not yet been established, has introduced the concept of luxury brand into the Mixc, dragon dream and star Moore.

But without exception, they are both high-end brands and comprehensive shopping centers.

This super large shopping center will be opened up and will bring unprecedented challenges to Shenyang's consumer market and the project itself.

"The biggest difficulty in opening the mall is attracting investment. It has become a matter of course for business to start business. As far as I know, many shops that are about to open now are scratching their heads for the work of investment promotion. Some have even delayed the opening time due to the lack of investment."

Li Jiayu, editor in chief of Shenyang consumer network.

"But now, for the troubled Shenyang Meimei department store, the hidden danger has long been foreshadowed in its investment process."

A shopping malls in Taiyuan Street business circle concluded that the initial investment in Shenyang Meimei department was not successful, plus the excessive sales expectations and rigid rigid marketing methods, and the arrogance and arrogance of brand dealers in the management process. These are the main reasons leading to the withdrawal of brands and poor management.

Nine questions about beauty

Yesterday morning, the United States Department stores in Shenyang encountered various rumors and speculation, the reporter sent a written interview letter to Shenyang Meimei department in the form of fax, hoping to do further verification and interview, but until 4 yesterday afternoon, the reporter did not get a positive answer when the deadline for press release. The head of the Shenyang Meimei Department of marketing told reporters that "the company president is not in Shenyang, we have sent the interview question to Hongkong headquarters, and will respond to relevant questions in September 1st."

The interview and verification of the Shenyang Meimei department are as follows:

1. Since the Shenyang Meimei Department entered the Shenyang market in December 2008, many brand dealers have been dismantling. For this reason, some dealers have reported to this newspaper, mainly because of the reasons for the high point of Shenyang Meimei department store, the sparsely populated traffic and the rigid marketing mode.

How does Shenyang Meimei department store look at these three points?

Two, at present, what causes the brand withdrawal in Shenyang Meimei department store?

Three, Shenyang Meimei department store opened in Shenyang is still less than two years.

Excuse me, does the sales performance of Shenyang Meimei Department reach the established expectation?

Four, it is precisely because many brands have been evacuated, the current circulation of Shenyang Meimei department store has been in a business dilemma, and may even step behind the Beijing Meimei department store and completely withdraw from the Shenyang market.

Excuse me, is Shenyang Meimei department store already in a dilemma?

Five, a dealer told this newspaper that Shenyang Meimei store started charging the brand suppliers with a "minimum premium" ranging from tens of thousands of dollars in 2009 because of poor management.

Excuse me, what is the reason and purpose of collecting the "minimum premium"? Is this a "overlord clause" imposed on dealers?

Six, what do you think is the competitive space and room for maneuver in the high-end consumer market in Shenyang?

Seven, is the evacuation of many brands in Shenyang Meimei department related to the evacuation of other US Department stores?

Eight, as a result of the "brand withdrawal" incident of Shenyang department stores, including the US MEEI department store, the department stores in other cities in the United States have also been closed down and removed from the market. Does this mean that the operation strategy of the US Department Store in the mainland will change and adjust?

Nine, is there any intention of evacuating Shenyang in Shenyang Meimei department store?

Has Shenyang Meimei department store already been in a predicament? Will there be a major adjustment in the layout and strategy of the US Department store? Will the US Department store be evacuated from Shenyang? This newspaper will continue to pay attention.