The business of Huashang brand stores has also been greatly affected, and Wu Guohong personally did market research last year.

She was surprised to find that there were a lot of empty shops in the secondary business district, which was originally doing quite well.

You know, generally popular pedestrian streets and commercial streets, it was difficult to get empty shops a few years ago.

If you want to find a suitable store there, you need to start inquiring half a year or even a year in advance, and see which store will not be rented after expiration, or the landlord is unwilling to rent to the original tenant, so hurry up and settle down.

At that time, if the monthly rent of a store was 10,000 yuan, but you rented it for a year, it was definitely more than 120,000 yuan. There are also messy tea fees, benefit fees, etc., and even double the rent in the first year.

The saying of "one shop for three generations" is just talk.

But now, everything is different, and one shop for three generations can only be applied to the most core and popular business district. The rest of the secondary business districts and tertiary business districts have been significantly deserted.

On the one hand, this is the impact of the rise of online shopping, and on the other hand, it is also the beginning of the rise of commercial real estate such as shopping malls.

Consumers suddenly found that they could go to the shopping mall on weekends and play all day without having to come out.

There are eating, drinking, playing, shopping, and watching movies!

And the environment is good, there is heating in winter and air conditioning in summer, and when you are tired of shopping, find a special restaurant to sit and eat.

If you can't do it, you can also go to a movie, or play game consoles in the video game city.

In contrast, the crowded and noisy environment of the pedestrian street of the commercial street, when the legs are tired and sore, you can't find a place to sit.

In the summer, I braved the scorching heat and sweated all over my body.

In winter, I braved the bitter cold and shivered from the cold.

In this comparison, fools will go to the pedestrian street again, and all of them will come to the shopping mall in a honeycomb.

Coupled with the convenience and speed of online shopping, it has led to the decline of traditional commercial street pedestrian streets.

THE TOP SHOP stores are all located in the most core business districts and high-end shopping malls in major cities, and of course I didn't feel any impact.

But the Huashang brand is different, many of its stores are opened in the second and third level business districts, and the decline of these business districts has directly affected the sales of many stores.

Therefore, when Wang Ye said that the commercial street pedestrian street, Wu Guohong was deeply touched.

"So what do we do?"

Wang Ye looked at everyone with blazing eyes.

This question is not something that ordinary people can answer.

With so many participants on the scene, only a few people who are often in contact with the first-line market can be qualified to answer.

After pondering for a moment, Cai Ziang said tentatively: "Improve the positioning of the Huashang brand, and then break into the core business district and high-end shopping malls?"

Since the advent of the Huashang brand, it has been a low-end price, a young and fashionable style, but this positioning is difficult to enter high-end shopping malls.

Like Sino-Ocean Taikoo Li in Rongcheng, Vientiane City in Pengcheng, Xintiandi in the capital, etc., it is impossible to enter.

Even if Wang Ye finally got to a store through a relationship, it would be difficult for Huashang to survive after opening the store.

Because of the problem of brand style, the surrounding others are all big brands, which are very forced.

If you are a "local old hat" mixed in it, it is also nondescript and difficult to be accepted by consumers.

Therefore, Cai Ziang said that he would change the positioning of Huashang and increase the price to adapt to the shopping center, so as to enter a better shopping center.

Wang Ye shook his head and said: "Once the brand is introduced to the market, the style and positioning are basically difficult to change. And now there are a lot of specialty stores in Huashang, and after you change the positioning and price, you are eligible to enter a better shopping center.

However, have you ever thought about what to do with those specialty stores in third- and fourth-tier cities? Can consumers in small cities accept clothes with a unit price of thousands of yuan, not to mention, this brand only sold for three or four hundred yuan some time ago. ”

Rashly changing the brand positioning, this is a business taboo, then maybe not only can not win the favor of new customers, but also lose the loyalty of old customers, the gains outweigh the losses, of course, Wang Ye is not willing to do.

Li Qinghuan remembered the competitor problem of THE TOP SHOP THAT SHE DISCUSSED WITH WANG YE THAT TIME, AND ALSO FELT SOMETHING, AND SAID: "IT'S A PITY THAT THE TOP SHOP IS PRICED TOO HIGH, AND IT CAN GO TO THE SECOND-TIER CITIES, AND IT WILL BE DIFFICULT TO DEVELOP IN THE THIRD- AND FOURTH-TIER CITIES, OTHERWISE, THE MODEL OF THE TOP SHOP IS VERY SUITABLE FOR SHOPPING CENTERS." ”

Ma Kaixuan said anxiously: "Wang Dong must have a good way, just say it quickly, we will listen to you!"

Although Ma Kaixuan is not highly educated, and he doesn't have any business sense, he is accurate.

According to his thoughts, since Wang Ye raised this issue and saw the changes in the current market situation, there must be a mature solution.

Everyone still bothered to think about what to do, just listen to what Wang Ye said.

As soon as everyone listened, yes, Wang Ye raised this matter so solemnly today, there must be a mature solution, everyone just listen to what he says no.

Looking at everyone's expectant eyes, Wang Ye said confidently: "Huashang International needs a second venture!"

Everyone didn't understand that Huashang International was listed, so why did they have to start a second business?

"Not only is the business model undergoing major changes, but more importantly, consumer habits are also changing.

All brands, and I mean all categories, not just clothing brands, if you don't adapt to this trend and make changes, then it will inevitably be eliminated, and it won't take long, you can see it in a few years. ”

"Take Belle as an example, it is now the undisputed hegemon of footwear brands, accounting for almost half of the market share. However, it is facing a huge crisis, and if it does not make positive changes, I dare to assert that it will not last for five years and will continue to decline. ”

After listening to it, everyone felt incredible.

Who is Belle? That's a shoe giant, you can take a look at the department store, basically the women's shoe area is full of Belle's brand!

There is a saying in the department store industry, "No Belle, no shoes." ”

That is to say, if a department store does not have Belle, you can directly cancel the footwear brand area, because there are no other brands to sell!

Once upon a time, when a new department store opened, the first brand to talk about was Belle, and Belle usually took all the positions in the footwear section of a department store!

After reading the introduction of Belle, you can know why Wang Ye's prediction surprised and unbelievable.

……

Heung Kong Belle Group has more than 80,000 registered employees, and its direct sales system covers more than 200 cities. It has more than 10,000 self-operated retail stores in mainland China and more than 1,000 self-operated retail stores in Hong Kong, Macao and Taiwan.

The Group's own footwear brands include: Belle, Teenmix, Tata, Staccato, FATO, Senda, Good Popularity, BASTO, MILLIE'S, Jipijapa, Joy & Peace, Innet, etc.

The footwear brands represented by the company include: Bata, ELLE, BCBG, Mephisto, Geox, Clarks, Merrell, Caterpillar, Sebago, etc.

As of May 2008, Belle International has 28 self-owned and agent footwear brands, 10 self-owned and agent sports brands, Belle Group is also one of the largest retailers of sporting goods in China, and the sportswear brand products sold by Belle International include: ?? Nike, Adidas, Li Ning, Kappa, Converse, Reebok, Puma, Mizuno, and Levi's, as well as casual denim brands.

In 2008, among the top 10 brands in the domestic leather shoes market in terms of sales, 6 brands belonged to Belle Group.

They are Belle (1st), Teenmix (2nd), Tata (4th), Stacato (6th), Senda (7th), BASTO?? Best Atlas (ninth).

Belle Group's core brand "Belle" has been ranking first in China's women's footwear sales list for 13 consecutive years, and is one of the most well-known brands in China's footwear, winning many awards such as "China Famous Trademark", "China Famous Brand", "China Leather Shoe King", "China Leather Logo Famous Brand" and so on.

……

Own and agent brands, up to 38!

Moreover, 6 of the top 10 footwear brands in the mainland market belong to Belle!

said that Belle Group is in a monopoly position in the footwear industry, and there is absolutely no objection.

It has indeed monopolized the footwear counters of department stores for more than a decade.

And now Belle is in full swing, in the past two years, in the footwear market, Belle's share is as high as more than ten percent!

Belle, which is listed in Xiangjiang, now has a market value of 150 billion Hong Kong dollars, which is more than two Huashang International.

Wang Ye is now saying that if Belle does not make major changes quickly, it will decline in less than five years, how can this not make everyone feel unbelievable.

Wang Dong ...... You're not kidding. Wu Guohong said in surprise.

"I don't think it's possible, no matter how much the business trend changes, it always depends on the brand, and those brands are very famous brands. Ma Kaixuan also expressed disbelief.

Wang Ye smiled slightly: "Then do you want to make a bet, five years, I bet that after five years, the market value of Belle Group will only be a fraction of what it is now, that is, about 50 billion Hong Kong dollars." ”

After five years of development, the company's market value is only a fraction of what it is now? No one present dared to believe it.

However, no one dared to bet with Wang Ye, he was so sure, and what Wang Ye said and did in the past has been proved to be correct.

"Hehe, we believe what you say, Wang Dong, just say it, how can we start a second business?" Ma Kaixuan hurriedly changed the topic.

Wang Ye didn't continue to talk on the topic of Belle, he knew what happened to Belle, but everyone present didn't know.

It won't take five years to do that, and from next year onwards, Belle will decline at an astonishing rate.

"On the existing basis of Huashang International, we will create a real fast fashion brand, set up a separate company, and we will start a second business!"

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