"Unique brand" has emerged as a unique weapon for competition in shopping malls

A few days ago, Ms. Zhang, who lives in the city's Nanbin Garden, received an invitation from Chow Tai Fook, the winner of the first department store "Flower Flow Gold," to participate in a "jewel show" with avant-garde style and visual impact. After that, the “One Hundred” scheduled the live demonstration of another international brand “Mannifin” underwear. Ms. Zhang told reporters that she had never seen the “Chow Tai Fook” brand in Other shopping malls in the urban area. He had spent more than 20,000 yuan on “Chou Tai Fook” counters in the past six months. According to industry sources, similar brands such as “Chow Tai Fook” attract customers’ attention with their unique brands, and they are becoming a weapon for merchants to achieve individualized and differentiated competition.

The concept of a unique brand has always been a unique weapon for the competition in the mall. However, Jinhua’s business competition has become increasingly fierce. The unique brand awareness has become a hot topic. The so-called unique brand, the first department store's marketing staff believes that unique brands have uniqueness and exclusivity in the market competition. When customers choose products, they face only one, no other brand, personal awareness It will be strengthened and the intention of choice will be more pronounced. Nowadays, high-end shopping malls in the urban areas have introduced new brands and made recommendations to VIP customers. Without exception, they have emphasized the uniqueness of new brands, which has attracted a lot of popularity.

"Change everything for fashion", taking the first department store as an example, on the premise of constantly improving hardware facilities and management level, Masfil, Love, SCOVID, Jack Jones, Scarlett, FED, Chow Tai Fook, etc. have been introduced in recent years. Internationally-renowned brands are injecting fresh and popular power into the fashion shopping of Jinhua Commercial, allowing more and more people in Jinhua to feel the simultaneity of fashion shopping and the metropolis at the doorstep. According to the person in charge of the mall, there were only a few unique brands in the mall. However, when they discovered that customers' choice of clothes increasingly required a unique personality and sales of exclusive branded stores were so prosperous, they decided to introduce a large number of unique brands.

Although there are many shopping malls in Beijing, Shanghai, Guangzhou and other commercial developed cities, they all have a number of unique brands and truly have dislocated competition. Taking Huaihai Middle Road in Shanghai as an example, there are more than a dozen department stores, each with very few identical clothing brands. In the market segment, the business performance is quite outstanding. “For a mall, having a unique brand means that the mall has a distinct personality to a certain extent. Of course, the exclusive business is followed, which helps businesses break through homogenous competition.”

High-end shopping malls advocating big unique, for some mid-range shopping malls, the concept of a unique brand will choose another path, will win with "characteristics", unique brand commodity prices are not necessarily high, fame is not necessarily very loud, small The decoration of accessories and large-scale counters must be unique and unforgettable. However, for such "characteristic" brands, shopping malls are "risk" when they operate. According to the analysis of the person in charge of the clothing department of Fortelong, the unique brand has many uncertain factors such as the market cultivation period and the customer's consumption concept. Once the driving is not good, the mall may be a wedding dress for others, just introduced a few unique Brands will soon enter another mall; while others will introduce some unique brands but suffer from operating pressures and cannot wait for consumers to identify with unique brands and have to withdraw their counters for a while.