Shenzhen Gelan Susan: Over 60% are department store outlets

Like many women's enterprises in Shenzhen, GE Lanxiu is currently operating in multiple brands. In 2006 it launched the second brand - Goran Susan. Since its inception, Goran Susan has made it clear that her main development channel is the mid-to-high end mass department store in the country. Today, it has more than 150 stores across the country, of which more than 95% of stores are located in high-end shopping malls, mainly in Shanghai, Zhejiang, Jiangsu and Central China, South China and other famous department stores. “In some of the more well-known department stores in these regions, the opened stores are all open.” In Shanghai, Bailian Group’s many stores have Golan Susan’s sales, and Shanghai New World City and Yong’an companies also have cabinets. Lan Susan sells. About 60% of stores in department stores are directly operated stores.

In East China, Golan Susan's best-selling shop has annual sales of about 5 million yuan. For example, in Shanghai New World City, its annual sales are about 400 to 5 million yuan. In this off-season sales season in June and July, Goran Susan’s monthly sales amounted to approximately 200,000 to 300,000 yuan. In sales season such as autumn and winter, Goran Susan’s monthly sales amounted to approximately 50 to 60 percent. Ten thousand yuan. The different climate and consumption habits in each region determine that the best-selling products in different regions are not the same. In Shanghai, Goran Susan's windbreaker and knit featured main products are very popular.

In the Beijing market, Goran Susan has three stores in the department store. Goran Susan selected the first stop of the march to Beijing in the newly-emerging and innovative state of the art, Blue Harbor, with a store area of ​​approximately 120 square meters. At the end of 2008, it opened a shop in the middle of the Lufthansa MALL. All three stores are direct sales stores. As Jinyuan Lufthansa MALL's stores are more stringent in their management of brands, all aspects of the requirements are higher, so Golan Susan has a higher turnover rate among them, and all kinds of promotional activities are relatively small.

Hu Liang, the sales manager of GE Lan Susan brand, pointed out: “With the development of brand positioning more clearly in the past few years, the brand's demand for shopping mall channels has become more clear. According to the positioning of GE Lan Susan brand, The main channel of our brand is positioned as a mid-to-high-end public department store in the country."

In fact, in more than four years of development, Goran Susan's channel positioning has undergone a gradual adjustment process. At the beginning of the brand's creation, GE Lan Susan was the main store in the mall. 70% of the stores were franchised stores, and only 30% of the stores were directly operated. With the gradual stability of the brand operation, the two years The proportion has reversed. The ratio of direct-operated stores in shopping malls has been significantly raised, with around 60% to 70% being adjusted to direct-operated stores; the proportion of franchise stores has been significantly reduced to about 30%.

Regarding why high-end shopping malls are regarded as the main channel for brand expansion, Hu Liang believes that what kind of channel a clothing brand mainly chooses is closely related to the brand's own characteristics and positioning. If it is a men's wear brand, or a popular brand such as sports and leisure, street-side stores will be very important sales channels, but women's brands have their own characteristics.

Judging from the format, Hu Liang believes that compared with specialty stores, department stores are more mature and more experienced. “This must be worthy of recognition.” In addition, the domestic high-end department stores are coordinated with the brand's overall development plan in terms of specific management and brand operations. For a brand company, if you go straight to a specialty store, the initial investment for a brand that is in a longer period of time will be larger and not easy to operate. In addition, choosing a department store as the main sales channel is also closely related to consumer spending habits.

In the second half of the year and in the coming years, Goran Susan will lock the main expansion areas into department stores in the Southwest and North China, of which Chengdu is a key market. At present, Golan Susan has already entered the two shops of the Ito system in Chengdu. In the future, in order to seize the huge potential of consumption in the region, we will vigorously expand the market. Hu Liang emphasized: "From the strategic layout of the brand, these areas are currently almost all the brands must fight for."

It is understood that currently in the Chongqing and Chengdu markets, Shenzhen's women's brand monthly average performance of single-store can often be 40 to 500,000 yuan, such performance is also only the general level. Golan Susan's several popular department stores in Chengdu have the worst monthly performance of more than 300,000 yuan, which is still only a general level. Women's brands such as Goreth and Naerth have a monthly performance of at least RMB 700,000 to RMB 800,000 in Chengdu. In Chengdu, there are also a few Shenzhen women's brands with annual sales of more than ten million yuan. This fully shows the consumption potential of the southwest region.