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Are There Too Many Commercial Complexes In The Provincial Capital?

2015/4/29 16:15:00 31

Provincial CapitalCommercial ComplexBusiness Economy

In view of the traditional department store "big ship turn around", there are also some industry insiders say "have lost the opportunity".

Around the northern mall, from Le Tai Center, Le Hui City, White commercial plaza to Wanda Plaza,

Dongsheng Plaza

The business complex of the provincial capital can be seen everywhere, such as the Nintaus Hai Yue world and so on.

According to statistics, in 2014, there are 8 large scale complexes newly opened by the provincial capital, and 5 are expected to open this year, and 10 are being built.

  

Provincial Federation of Commerce

Secretary General Cao Runting believes that if department stores are the first commercial era,

Shopping Mall

In the second commercial era, the provincial capital business is evolving to the third era represented by the commercial complex.

At present, a new pattern of "hundred flowers bloom" has been formed: the Zhongshan Road business circle represented by the North City Mall and the Le Tai Center is the core business circle, and the regional business district represented by Wanda Plaza and White Commercial Plaza is a commercial type represented by Yi You department store, Yidong Department store and so on, as well as the commercial "tentacles" represented by supermarkets and convenience stores.

In the face of new projects that are constantly emerging, the industry has begun various discussions about the prospect of commercial complexes such as saturation and excess.

Is there too much commercial complex in a commercial city like Shijiazhuang?

Cao Runting said this is not the case.

At present, the business layout of the provincial capital is moving towards a reasonable and scientific level. The number of commercial complexes in the core business circle of Zhongshan Road has indeed reached a certain scale. But as a city with a population of more than 4 million 500 thousand in urban areas, Shijiazhuang is obviously not very mature, and some areas also have the potential and space to dig.

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Old Navy has not only dug up Jill Stanton, the executive vice president of product development and design department for 14 years in Nike, but also invited many senior designers from the professional sports brands such as Puma, The North Face, Adidas and Reebok, in order to make the series more professional and subdivided into different types of sports such as running or basketball.

Through the large-scale investment and acquisition of sports brand Athleta, Gap group's mind to enter the sports market is already clear.

Of course, as far as Gap's performance is not so beautiful, it really needs a strong heart besides the cowboy.

On the other hand, apart from Athleta, Gap's brand, Old Navy, has begun to exert itself in the field of sportswear.

In fact, Old Navy launched its sports series Old Navy Active in 2011, but it has been obscure.

But until recently, Old Navy began to launch marketing campaigns for the series, and launched a slogan like "Built For Play", which included a new advertisement and a series of promotional activities: less than 10 $7 vest, a $7 sports suit and $15 yoga pants.

In the fashion brands of Gap, Old Navy and Banana Republic, according to statistics, Old Navy's sales in the same store in December last year were higher than those of other brands of Gap group, while the sales of other brands of the group declined to varying degrees, while the same store sales in March this year increased by 14%, which brought a 2% growth rate to the group's same store sales.

The brand, which was born in 1994, achieved sales of $1 billion in only 4 years by lock-in family shopping and low price positioning.

According to the Gap group's vision, Old Navy, Gap and Athleta will help them build a low end to high-end sports apparel portfolio: Old Navy Active will continue to follow the set of discount and low price; Gap Fit campaign series aims at the middle end market; Athleta will be a relatively independent brand aimed at a more high-end consumer group.


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