Can NOVO Pform Community Positioning In Beijing Fashion Department Become Its Life-Saving Straw?

Even before putting down the price war, it has not changed the situation of internal worries and external difficulties since its opening.

Reporters yesterday visited to see that in Wangjing, the trend of department store NOVO in addition to studios and other "left behind", the shop has basically deserted.

according to

Disclosed that it will pform the community positioning and open as soon as possible.

However, in the reality of the surrounding competitors such as Lin and their own community experience, it is also difficult to pfer to the community to become a life-saving straw in NOVO department store.

"Niche" shopping malls are withering away.

Following the previous collapse of the pure department store, which is the main mode of "0 rent, 0 point deduction and 7 day checkout", the NOVO department store, another small mall in Beijing, is also experiencing the watershed of survival.

Reporters visited yesterday to see that most of the brands settled in the joint venture mode have been withdrawn from the shopping mall just last week since last week.

This "injury" is interpreted by NOVO department store as a format adjustment.

According to a person close to the mall, NOVO will open business as soon as possible after the pformation of community department stores.

However, a staff member at the mall gave a different view: "NOVO is considering subleasing the shopping mall".

No matter what the direction of the final adjustment is, this time it has come back, which means that the NOVO shop, which is good at "shop in store" mode, is blocked independently.

Innovation pioneer adjustment

Before this adjustment, NOVO department stores were the three main categories of commodities, targeting 20-35 year old "minority" customers, and introducing dozens of brands into Beijing for the first time through disguised self catering and buying system.

Under the background of the prevalent mode of joint discount in domestic department stores and the long-term homogenization of competition in the industry, NOVO department's unique positioning and management mode has attracted much attention from peers.

Many people in the industry also hope that NOVO department will go out of a new way of general merchandise business through its own efforts.

But it turned out to be a backdrop, leaving the small crowd shop in the typical residential community of Wangjing. This unwise location made NOVO Department suffer a lot.

In the vicinity of many consumers, NOVO department store brand positioning is higher, does not conform to the community positioning.

In fact, more than a year ago, NOVO Department tried to reverse the decline through adjustment, but it had little effect.

Due to the sparse passenger flow, the mall joined the price war shortly after its opening.

The reporter once saw a leather bag valued at 3000 yuan and sold for more than 2000 yuan after the discount.

Even the brand guide says that the new product is so large that the brand is rare.

Not long ago, NOVO department store tried to improve popularity through marketing activities such as blind dates, but the reporter saw that there were few consumers actually shopping in the market except for a large number of tourists at the event site.

Difficult to save themselves through pitional communities

In the eyes of many people in the industry, the future of NOVO department store is not a smooth road even in Wangjing's pition community department store, which has a strong commercial atmosphere in the community.

At present, in the Wangjing area, if the pformation of community shopping malls, the NOVO department store's inexperienced competitors will be Kade MALL and Hua Tang, all of which are good at community positioning stores.

And compared with these peers, NOVO department stores are not in the core community of Wangjing.

Even the community discount stores, which are quite promising in the pformation industry, can hardly get the bargaining power with the suppliers like the top grade discounts of many stores in Beijing.

As a business expert has said, "investment is not difficult, but business is difficult."

In fact, the previous department stores simply lost the discount route.

Perhaps, for NOVO department stores, it is a feasible way to take advantage of their own property and sublet the store.