The Mixc'S Specific Floor Brand Adjustment And Format Change Rule

In the 2008-2013 year, the number of brands withdrawing from the B1 layer was 22, with the number of brands entering 35, and the withdrawal / entry brands were mainly concentrated in watches / Jewellery / jewelry, and food and beverage formats. In addition, the establishment of independent makeup brand shop, such as make up for ever and L'OCCITANE, is different from the ordinary department store's small counters, enhance user experience.

B1 layer watches / Jewellery / jewelry brand adjustment is more, the format brand number increased by 18. The replacement rate is high. On the one hand, the size of the clocks / Jewellery / jewelry brand shops needs to be small. The addition of small shops in the large shops and corridors will provide space for the entry of new brands. On the other hand, the brand of watches / Jewellery / Jewelry formats will also be available. compete Intense, brand grades are constantly adjusting.

From the perspective of specific brands, withdrawal brand There are: good quality products, Tianmu Bluebird baking shop, gift candy monopoly, face king, Andersen ice cream, flavour thousand noodles, etc., the brand has GODIVA beauty heart sketch, Hey Yo, Xi Nian Gong tea, one wind hall, Haagen Dazs, big card, sweet words and so on.

In addition, with the improvement of profitability in the Mixc, rents have risen. On the one hand, some large volume brands have been split or reduced, and small shops have also been added to the walkway to accommodate new brands, increase rental income and improve Ping efficiency. If the original 2 stores Hua Runtang also reduced to 1, another shop is divided into 2, settled in Rebecca and Yan Li.

2) L1 level is positioned as high-end luxury brand, mainly to expand the new brand, of which the garment area is enlarged by about 6000, which is the leading form of L1 layer. Ornaments The area is 2000.

In the past 2008-2014 years, the proportion of L1 clothing has kept growing and has become the leading format. The area has been expanded by about 6000m2, of which the area of men and women has been enlarged by about 4000, and the area of men's clothing has increased by 2000. The number of clocks / Jewelry / Jewelry formats increased by 11, and the area was expanded to 2000. In addition, the proportion of gifts continued to decline and dropped to zero in 2013.

Porsche's sub line brand PROSCHE DESIGN was withdrawn and replaced by the watchmaker brand. Although PROSCHE DESIGN is a luxury brand Porsche's secondary line brand, its unit price is higher, but its social identity is not high. (the public's recognition of Porsche is mostly its luxury sports car, and its relative recognition is low), so its sales volume is low and finally withdrawn in the absence of loyal customers. And the brand reputation of the brand is relatively high. After years of brand building, it has become a world-famous sports watch brand.