Tangshan PK Tianjin: Spring Festival Clothing Consumption "Shuangcheng Ji"

Compared with the quasi first tier cities in Tianjin, the Spring Festival in Tangshan.

One is the old city with GDP breaking 900 billion, one is the Phoenix City with the per capita disposable income of over 10000, one is the quasi first tier cities that are popular in the world, and the other is the three line market with strong consumption.

Tianjin and Tangshan, two kilometers apart from more than 100 kilometers, show not only the common characteristics of the new year's consumption, but also the marketing characteristics, carrying capacity and development prospects of different markets in the Spring Festival clothing consumption, and staged a "Shuangcheng record" with a consistent and distinctive style.

Busy season: coincides with Vs. ahead of schedule

With the development of Railways and highways, the distances between Beijing, Tianjin and Tangshan have been reduced to less than 2 hours. The boundary of regional consumption has been broken.

In order to retain the passenger flow and promote local consumption, Tianjin and Tangshan's shopping places coincide with the activities of the Spring Festival consumption season in the third weekend of January.

In January 15th, with the end of the final examination of primary and secondary school students, the first peak of consumption in Tianjin before the holidays came as scheduled.

At 9:30 in the morning, the number of tourists in Binjiang Road and golden street began to multiply. Many shopping malls had gathered a lot of customers waiting to open their doors.

The head of a shopping mall said that they were prepared for the peak shopping season because the number of shopping crowds increased every year after the first weekend of the winter vacation.

It is understood that the morning customer flow is more than 30% more than the previous few days.

On the evening of January 14th, promotional signs such as full gifts, discounts and other promotional items of various stores in the Tangshan department store group were in place.

Li, Minister of operations planning department, told reporters that in order to meet the busy season of the two sections, after last year eleven, they sent 300 buyers.

To create a festival atmosphere, only the new shopping mall of Tang Bai group, Nanhu shopping plaza, has introduced more than 50 famous brands such as BELLE, Teenmix, news birds, Xia Meng, Ordos, good days, themes, Princess Huang and so on.

According to brand performance and market demand, the whole group introduced a total of more than 240 clothing brands in 2010.

Discount: scrimmage Vs. rational promotion

Promotion is an indispensable program in any busy season, which is a tacit agreement between merchants and consumers.

Just at the discount point, different intensity reflects the intensity of market competition.

Ms. Xing of Tianjin told reporters that although the overall price level has improved this year, she and her colleagues have been attracted by the Spring Festival promotion activities of the major shopping malls. "In the past, few high-end brands and even international brands have joined the promotion campaign this year."

Ms. Xing hopes to take this opportunity to buy an "exceptional" woman's dress that she has long enjoyed.

According to Wang Bingdong, Secretary General of Tianjin general merchandise business association, this year, the discount sales promotion of Tianjin stores is far greater than in previous years: "first, the sales promotion brand in the shopping mall is the most extensive. Many brands that did not participate in discount in previous years have participated in the activities of the mall this year.

It is estimated that 95% of the brands of large shopping malls have corresponding promotions, and the two is that the sales promotion efforts are large. Many shopping malls now have a discount of over half off, and many famous brand goods are also sold at half price.

Tangshan, which is relatively competitive, has no such discount.

The minimum discount is usually 4-5 fold, and the high-end brand is usually 30 percent off.

Minister Li told reporters that during the Spring Festival, there will be a large number of passengers entering the urban area in every Spring Festival. Tang Bai group, as the largest department store group in Tangshan, has a good customer base and less competitive pressure. Therefore, it has maintained a more rational discount on customer feedback.

Hot products: a unique Vs. flowers bloom together

The traditional concept of "New Year's children must wear new clothes" and the influence of the pformation of the family structure to the "421" family become a hot spot in the Spring Festival clothing consumption market.

In January 20th, reporters saw in Tianjin Nanjing road Yi Dan Dan shopping mall, although it was Thursday, the children's clothing area on the five floor gathered many parents and children. There were many parents waiting for checkout in front of the cash register.

Little Shu is sold in Tianjin.

Tangshan little Shu dress is also selling well, Shao Xiaojie, the manager of Sanli shopping center, who is less comfortable, has told reporters that many young people now have their own aesthetic standards. They pursue high quality brand clothes, and fashion brands such as ONLY are very popular.

Only a shopping mall affiliated to Tang Bai group can sell 1 million yuan for less than one day's sales.

Unlike Tianjin, high-end clothing in Tangshan also shows strong sales momentum.

Ms. Zhang, from Leting County, bought a mink coat more than ten thousand yuan. According to the salesman, twenty or thirty such overcoats could be sold every day.

Tang Bai group has introduced high-end brands such as Jifen and Dunhill in the process of brand knockout this year. But in recent week's sales research, Minister Li found that there was a huge gap in this brand: "with the increase of per capita consumption level in Tangshan, we find that the demand for high-end brands is getting stronger and stronger. The sales of high-end brands such as Teng and CERRUTI1881 which have not been sold well have a distinct upward trend."

Minister Li told reporters that they are very concerned about the phenomenon of "white collar" and other high-end brand channels sinking. They are also actively introducing, and he thinks it will become a new competition point in the future regional market.