Fashion women's Yaying Hangzhou opened its third store

"If I said I was more keen to squeeze into the counters of shopping malls a year or two ago and squeezed among countless fresh customers, now I would rather pick them up in quiet stores." Yesterday morning, Fengqi Road, Hangzhou opened new business. In the ELEGANT PROSPER store, a customer sitting on a couch flipping a picture book told reporters.

This is the third store that Ya Ying opened in Hangzhou. This echoes with this 300-square-meter boutique, which was opened more than a year ago and also has a few hundred square meters of Amazing. Even in the same area where Fengqi Road is separated by several hundred meters, there are large stores of Qisse Ma and Gree Fu. The popular south-south clothing on Zhongshan Road, as well as Kafuyan, who has just opened the storefront, placed the models on the display window very attractively. A few years ago, Wulin Road, which was dominated by foreign trade or specialty clothing shops, became the area where women's wear brands established their image. COCOON, BRJ, blue portrait, and deterrence image store are all glamorous.

Compared with the previous sharpening of the head to the mall crowding, many women's brands have begun to shift their strongholds to the street, playing an image.

“For brands that have just entered the Hangzhou market and want to expand their reputation quickly, entering the mall is naturally a shortcut.” According to industry insiders, “the mall's flow of people and customers’ confidence in the mall can speed up the recognition of the brand.” However, In recent years, the promotion of shopping malls has become increasingly fierce. Many brands have restricted their autonomy, and they have to barely follow the sign of “full delivery”. Therefore, some brands began to choose to fade out of the mall to maintain independence in the form of a store. Of course, there are also brands that take into account the completeness of the layout outside the mall counters and increase the number of stores. "The location is good, I will not open sooner or later people will open, so take the next to say." A brand official said in private, "As long as open up without losses, high market share is certainly not a bad thing." However, the premise is the mall experience Let it have a certain visibility and financial strength.

“The store’s capital flow is relatively fast, but in the mall, it takes more than one month's payment period.” This is a comparison of a brand leader who walks on both legs of a store and a store. “Although the store’s rent is basically It takes a certain amount of money to settle between six months and one year, but after all, autonomy is big."

The 4 series of garments can be fully displayed. The full range of accessories including the accessories are basically in place. This is a natural challenge for the mall's limited counter area, and often only shows the tip of the iceberg. Therefore, Ya Ying will enlarge the area of ​​the image store to 300 square meters, and it is natural to have a complete overview of the brand.

"There is also a key to the existence of customer needs." Analysis of the industry. The trend of shopping diversions by consumers has become increasingly obvious. For example, some people have been separated from the “shopping” family and have become less sensitive to price, preferring a quiet and comfortable environment. "I like to sit down and look at the effect of the picture book. Put on clothes and walk around the store. Look in front of all the mirrors carefully. In the mall, you may walk a few steps to blink your nose and eyes. You have to wait in line." The fitting room." The customer's needs also provide a solid foundation for the store's boom.