Guangzhou'S Shoe Market Is Booming.

On the occasion of the operations raised by the Archaean and Wanda Group for many years, the Big Mac project was ready to plunge into Guangzhou business with hundreds of thousands of square meters of the Big Mac project. A strong wave of "theme shop" split upsurge swept Guangzhou in a short time.

Following BELLE's spin off of its footwear products from its department stores and its "sidewalk", in August 14th, a brand of "NOVO" made of a new image of denim casual wear was launched to test the water at Guangzhou's good Plaza.

In August 13th, the "gentlemen's Pavilion" built by Guangzhou friendship split into men's clothing will soon be available in Guangzhou World Trade Center.

With the endless "split movement", Guangzhou's retail industry began to emerge in a new format.

Xie Shiping, managing director of Guangzhou East department store Limited by Share Ltd, believes that this is the most potential format in the future.

Professional stores are booming.

"This is the result of market segmentation to a certain extent," said Luo Zhijie, Secretary General of Guangzhou business association.

At the present stage of business development in Guangzhou, it is necessary to break through the function of single selling clothes, and consumers need fresh and diversified choices.

These stores have fewer categories and fewer goods, but their decoration is quite different from others, and their location is very accurate. They are not targeted at all consumers, but targeted groups.

According to a reporter's survey, a department store with an area of 10 thousand -2 square meters, including men's wear, women's wear, cosmetics, footwear and so on, usually has more than 10 categories of commodities, which involve about 100-200 brand tenants, and their consumption audiences basically cover one size.

And BELLE's "sidewalk" has 7000 square meters, category only shoes.

NOVO has 1600 square meters. According to Sun Mo, marketing director of the company, there are 25 brands in Guangzhou NOVO store, but only three lines including casual jeans, Japanese and Korean women's shoes and casual wear, and consumers are also locked in young audiences.

"When I visited the United States, I saw many similar shops. Strictly speaking, it should be called professional shop format."

Xie Shiping said that compared to department stores, this kind of store is a combination of a large group of commodities in department stores, such as "sidewalks" are all selling shoes, toys, anti city is toys, silver is cosmetics, NOVO is an individual type of clothing, shoes and accessories, some are household, office supplies, etc., with similar positioning, but different brands in the store.

"The competitiveness of this professional shop format needs to be further explored."

Huang Wenjie said that in order not to copy the replicas, this theme store needs to have its own products, such as buying a product by buying a buyer, or customizing some free and exclusive products to form differential competition.

However, Huang Wenjie believes that the network resources of retail channels need to be further developed, and the design team of brand enterprises should be further mature. The upstream supply chain still needs to be compressed. On the basis of this, the professional shop formats currently divestiture from department stores can not be formed into a production system similar to ZARA and H&M, which is the dominant link in the following circulation links. "In the future, professional shops in Guangzhou will gradually develop into the intermediate state of general merchandise and fast fashion."