Clothing retail store "mix and match" transformation is the trend

"Garment + Coffee" mix and match economy

60% of consumers who buy coffee

The afternoon sun shines through the floor-to-ceiling windows and blends in with the dim light. The brown wooden tables and chairs printed with the bear LOGO are lined up along the floor-to-ceiling windows, and the white fence is divided on the other side, displaying the new season's parent-child wear and TW's peripheral products. The public, Mr. Yang, ordered a cup of latte and chose to sit down by the window. The daughter is about to go to elementary school. The wife is choosing new clothes for her. Mr. Yang has enough time to enjoy a cup of coffee. Next to the table, two high school girls are taking pictures of Pooh bear dolls and desserts. Outside the window, people with shopping bags are passing over the sky bridge, and the Che Chuan on the main government road is flowing.

After Nanjing and Hangzhou, on May 1 this year, TW began trial operation at the Life Experience Hall in Chengdu's Zongfu Store. In addition to a complete product line, TW opened up a coffee area consisting of 14 tables and 56 seats. It is understood that this is the first time that TW has tried the "clothing + coffee" multi-business hybrid business model in Chengdu. Eight clerk shifts are responsible for coffee-related catering services. The products include coffee, tea, juice, milkshakes, cakes, biscuits, etc. The price is the same as that of Starbucks.

In the past few days, the reporter observed the operating conditions of the store and found that an average of 400 to 500 people enter the store every day during the working day. The number of people entering the store doubles over the weekend, among which young women account for more than 50%; during the weekend, they are between 13 and 20:00. The coffee area is basically full, which is the clerk's busiest moment. Men waiting for their family's shopping become the main consumers of the coffee area.

"World brand" Baozi transformation

Will develop e-commerce and more brands

The transition of clothing brands is no accident. Recently, the “World Brand” Baozi Company’s 2014 annual report showed that Baozi’s turnover declined for the first time in five years, a decrease of 12.1%. While revenue fell, the company’s rental expenses and advertising and promotion expenses were rising sharply. External analysis, influenced by declines in revenues and profits, and the rise of online shopping, is the first step in Ports’ “going-to-clothing” business transformation.

In response to Portsight’s claim to “quit the fashion industry”, Chen Qitai, the actual controller of the company, responded for the first time. “The core business of the group is fashion, and we will not withdraw from the industry. The so-called 'exit' is only the privatization of the company. Misreading.” Chen Qitai said.

Baozi’s market value in the H-share market was about 3.1 billion Hong Kong dollars, 2.6 billion yuan contract. The A share's fashion company price-earnings ratio of up to 50-60 times. “Portsuit is undergoing a planned capital reorganization. After the privatization, it will delist from the H-shares and gradually transfer the business of Ports China into the A-share market. We hope to create the largest luxury goods group in China.” According to reports, Portsight This year is expected to increase 15-20 new stores, mainly concentrated in first-tier cities. It will also develop e-commerce, expand more brands, and launch younger series.

Retail industry adapts to market transformation

Shopping mall "go to department store"

In addition, the retail industry in Chengdu is also undergoing a transition from “going department store” to a shopping center that focuses on experiential shopping, allowing consumers to eat, drink, and play in one stop. On June 2nd, Shangtai Department Store, a subsidiary of the Central Bank of Thailand, announced that it will close the Chengdu Vientiane City store in August, which also indicates that Thailand’s largest department store group will withdraw completely from the Chinese market. In addition, on May 11th, the 101 shopping arts center of Chunxi Road commercial circle was suspended from operating without notice. The Rainbow Department Store at Rainbow Tower also officially ceased operation on June 25th. It is said that the owner will Create a community business center.

According to statistical data, as of April 2015, the total volume of Chengdu shopping centers exceeded 7 million square meters, ranking first in the country. At present, there are 71 malls with data available in the main city of Chengdu, 52 have been opened, 19 are under construction, and there are about 12 administrative districts on average. It can be seen from this that Chengdu's retail industry has a very severe form of competition, forcing some projects to transition.

The three department stores that have already closed or faced closures are not self-owned property in the stores, which restricts the development of the shopping malls to some extent. “Going to department stores is a trend in the development of shopping centers. The withdrawal of Shang Tai is also based on the judgment of future retail trends,” said the person in charge of the business of Vientiane City.

Industry sound

“Currently, Chengdu does not have a local clothing brand to try a multi-business mixed-business model. The basic aim of 'clothing + coffee' is to increase the passenger flow and the time customers stay in the store. As long as the clothing part is large enough, coffee will not make enough money. It doesn't matter."

"'Clothing + Coffee' may be the future development trend of Chengdu's clothing brand business model, but it will not rise in large areas, because Chunxi Road, an area of ​​30 square meters of stores only rent more than 200 million a year, most clothing companies It cannot be afforded."

——Chairman of Chengdu Garment (Apparel) Industry Association Huang Wenzhi

expert's point

“Cenozoic generations have already broken the spending habits of shopping in physical stores, and are more inclined to online shopping. The emergence of “Internet+” has created the second generation’s idea of ​​light assets and heavy technology. It has been transformed and upgraded from the traditional industry. Entrepreneurship."

"TW clothing store transition 'clothing + coffee', is a complementary marketing strategy, but also strengthened the company's own industrial chain. ”