? Brand ME& Meters Bang Wei Bang Wei Group Company? When CITY makes a profit, the share price of Meisi Clothing will rise sharply. ? A friend in the circle accurately described the first-line proposition behind the frequent opening of clothing brands in second-and third-tier cities under the background of the financial crisis. In 2009, Metersbonwe Bang Wei Bang Wei Group vigorously promoted Me &；; City brands, which have been racing around in many cities, seem to occupy a lot of funds of enterprises, but in fact they occupy the commercial fortresses of second-and third-tier cities at low prices, and their ability to create vitality in the crisis can be seen.
Coincidentally, while clothing enterprises represented by Metersbonwe Bang Wei and Bang Wei Group opened direct stores on a large scale, international department store giants also set their sights on second-and third-tier cities in China.
What are the factors that attract businesses to engage in hand-to-hand combat in the second and third tier markets?
20 10 = golden year of consumption
Recently, the Ministry of Commerce said that the expected target of commercial work in 20 10 is that the total retail sales of social consumer goods will increase by about 16%. According to the forecast of relevant institutions, the operating income of key companies in the retail industry increased by 65,438+06% ~ 65,438+09%, and the net profit increased by 20%~25%.
Behind the high expected growth of retail performance is strong policy support. In 2009, the keynote of the consumption year was revealed in the bulk consumer goods represented by automobiles and electrical appliances. 20 10 is defined as the golden year of consumption to expand domestic demand, stimulate consumption and change income structure. Including accelerating the urbanization process of small and medium-sized cities, improving the remuneration of workers and the income level of low-and middle-income people, and improving the level of social security. These policies will play a positive role in stimulating consumption, and clothing consumption has attracted attention from both inside and outside the industry because of its low unit price and large total amount.
According to the monitoring of the Ministry of Commerce, from Lunar New Year's Eve to the sixth day of the first month, the national retail sales of consumer goods reached 340 billion yuan, an increase of 17.2% over the Golden Week of the Spring Festival in 2009. Among them, the sales of clothing, shoes and hats are hot as traditional new year goods, and the sales of clothing, shoes and hats increased by 17.7% and 14.6% respectively.
During the Spring Festival, fur clothing, wool, cashmere clothing, down jackets, thermal underwear, cashmere coats, windbreakers and other cold-proof clothing sold well in some areas. This year's Spring Festival winter clothing sales increased by nearly 1 times year-on-year, and some hot-selling styles were out of stock. Tiger-shaped clothes and decorations are very popular. When designing, the merchants broke through the fierce image of the tiger, and appeared in various cute and funny shapes with bright colors, which made people feel intimate with this daunting animal and made people fondle it. Tang costumes, which once swept the spring clothing market, are gradually fading out of people's sight. The rapid cooling of Tang suit fever reveals such a message: ancient times? China red? In order to become a market-oriented fashion, it is necessary to do a good job in product practicality and creative development.
In a word, from the hot-selling products in the Spring Festival, we can foresee a general trend of clothing consumption in 20 10.
Quality store location = scarce resources
? It is reasonable to shift the focus of opening stores to second-and third-tier cities. ? Sun Xiong, president of Guangdong Chain Store & Franchise Association, pointed out that after nearly one or two years? Enclosure fever? After that, the high-quality store sites in first-tier cities have become scarce resources, and it is difficult for merchants to choose a good location in the later period. He said that at present, the space of first-tier cities is basically saturated, and many second-and third-tier cities have no fewer opportunities than first-tier cities.
According to industry insiders, in the process of urbanization, the expansion of retail to second-and third-tier cities is a medium-and long-term trend. The growing consumption potential of second-and third-tier cities will bring broad growth space, but there are also many risks in the process of expansion, such as the urbanization process is lower than expected, the acclimatization brought by the expansion in different places, and the increasingly fierce competition, which will make many companies face a difficult adaptation period.
Data show that there are more and more cases of retail department stores expanding from provincial capitals to second, third and county-level cities. Taking Hubei Province as an example, Wuhan Shangzhong recently announced that it and Hubei Shiyan Oriental Huayu Real Estate Co., Ltd. each invested 30 million yuan to form Hubei Shangzhong Huayu Investment Co., Ltd., which is planned to be developed in Shiyan Golden Business District? Department store+supermarket? Integrate stores and enhance their own competitive strength. Belong to the same family, Wu Shang? In June 2009, Ewushang A invested 65,438+300 million yuan to acquire 0/00% equity of Shiyan People's Shopping Mall Co., Ltd. to accelerate the layout of third-tier cities.
The expansion of retail department stores in other provinces and cities also shows the same trend. For example, Kaiyuan Holdings, the western department store leader, has concentrated its investment in Shaanxi in second-tier cities in recent years, such as Xianyang, Baokang and Baoji. Relevant persons of the company said that accelerating the expansion of second-tier cities in the west is a long-term strategy. Xinhuadu, a leading retail chain enterprise in Fujian, has also attracted much attention because of its frequent expansion in second-and third-tier cities in Fujian.
Moreover, the expansion of department stores in different places is also developing in depth. Yintai Department Store, the leading department store in Zhejiang Province, which started to develop in Hubei in recent years, acquired about 65% equity of Xiantao Mall Building in February 2009 for 654.38+77 million yuan after entering Wuhan, Xiangfan, Xianning and Ezhou, further seizing the business opportunities of department stores in second-and third-tier cities.
The most important thing for retail department stores to expand to second-and third-tier cities is the choice of cities. From self-raised property, self-built shopping malls, to the merger of stores and the acquisition of equity, the expansion models are different, but they are all tailored to local conditions and guided by the situation. We should not only consider the potential of urban development, but also consider the convenience of transportation and logistics. Satellite cities around big cities have a faster urbanization process and are easy to become expansion targets.
In the long run, retail department stores have broad room for growth in second-and third-tier cities. But in the short term, the expansion of department stores in these areas will face fierce competition. Compared with big cities, these cities are small in scale, with limited commercial land resources and fierce competition. Moreover, urbanization is a gradual process, which is risky for cities with slow urbanization, especially third-tier cities. For the expansion in different places, the risk is greater, and there have been many failed cases. Wuhan Shangzhong failed to test Yueyang Xinyang, and Xinhuadu Shantou failed to open a store.
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