Dongguan cosmetics consumption: the town is "evenly matched"

Some people like this analogy. In terms of overall economic strength, Dongguan's GDP is equivalent to one province in the central and western regions, and Dongguan is equivalent to the provincial capital cities in the Mainland. Correspondingly, each township in Dongguan is equivalent to a prefecture-level city. . Having said that, the difference in business form between Dongguan City and the townships is not large. Such as the famous four major commercial streets in Dongguan, the urban and townships each accounted for half. As far as department stores are concerned, urban areas and townships are roughly the same in terms of consumer groups and brand structure.

Second and third-line brands dominate

In terms of GDP, Dongguan ranks far ahead in prefecture-level cities across the country. What is contrary to it is that Dongguan's current cosmetics consumption is dominated by second- and third-line brands. The two best-selling department stores in Dongguan, Haiya Department Store and Tianhong Shopping Center, are dominated by foreign or domestic second- and third-line brands. In addition to the "sweet" in the national market, Opel, L'Oreal, Maybelline, and Olay are also selling well in Dongguan. Qiaodi Shanghui and other domestic brands are also the main brands for sales.

According to Yang Ping, the person in charge of the cosmetics area of ​​Tianhong Shopping Mall, from the current consumption structure of Dongguan, the market prospect of first-line brands remains to be seen. Yang Ping said that compared with the trade-type economy in Guangzhou and Shenzhen, Dongguan's processing industry is developed, but the added value is not high, and the salary level is relatively low, so the internal driving force of the first-line brand is not high; on the other hand, Some groups that do have demand for first-line brands are generally close to Guangzhou or Hong Kong. In addition, first-line brands are not optimistic about the Dongguan market. For example, Shenzhen-based Tianhong Shopping Mall has more than ten stores in Shenzhen, and its cosmetics brand structure is superior to its branch in Dongguan. Although Tianhong Mall kindly invites some imported brands that have already settled in Shenzhen to enter Dongguan, after many investigations and negotiations, these imported brands are still unable to make up their minds.

It is understood that Tianhong Shopping Mall is stationed in Dongguan in three years. After half a year, Haiya Department Store, also from Shenzhen, has also entered Dongguan. It has successively distributed Dongguan Dongcheng and Nancheng. Before Tianhong, Dongguan did not have a modern department store. Although many people in the industry believe that the first-line brand in Dongguan will take 2-3 years to develop, but department stores including Tianhong and Haiya have not given up the opportunity to “electric shock” with high-end brands. Yang Ping said that Tianhong Mall will choose a more powerful agent or brand, "going higher and higher." As a temptation, Haiya Department Store has successively introduced the medium and high-end brands Shuizhiao and Red Earth. These two brands are also unique brands in the Dongguan area. According to Zuo Xiaoying, the person in charge of Haiya Department Store, from the current situation, the performance of Red Earth is very prominent. According to industry insiders, the reason why Haiya Department Store Dongcheng Store has outstanding performance in peer competition is that Dongcheng's business district is very mature, and Haiya Department Store Dongcheng Store is in a superior position; the second is the exclusive brand for Haiya Open the gap with competitors. Therefore, this is why Dongguan Department Store is looking forward to a higher-end and more advantageous brand.

Town store VS downtown store: evenly matched
At present, Tianhong Department Store has three stores in Dongguan, one in Dongcheng and the other two in Chang'an and Changping. According to Yang Ping, although the stores in Chang'an and Changping Towns belong to the community stores, the operating area and scale are no less than that of the Dongcheng store in the urban area. The business area of ​​Chang'anmen Store is 20,000 square meters, and the brand configuration is even better than that of Dongcheng. The store is higher because the store is surrounded by high-end communities. However, as far as cosmetics are concerned, the brand structure of the three stores is basically the same. In terms of sales performance, the township stores are slightly inferior to the urban stores. However, the performance of Dongguan's local department store Tianhe Department Store is just the opposite, especially in Houjie Town. According to Yang Ping, as far as the consumption of department stores is concerned, the urban consumers are mainly private entrepreneurs, white-collar workers and government staff. This part of the population is dominated by the outside population, while the urban residents consume It also includes some local people. Some dealers believe that with the change of consumer attitudes, local people who used to be “face-to-face” have begun to pay more attention to dressing themselves. However, due to the low proportion of locals in Dongguan, the contribution to cosmetics consumption is very limited.

According to the relevant dealers, there are 28 towns under the jurisdiction of Dongguan. Due to the lack of concentration of the towns and the industrial areas of certain scales as economic support, they have formed their own commercial centers.

In terms of economic strength and population size, many towns are equivalent to prefecture-level cities in the Mainland, especially Chang'an, Houjie, Humen and Changping Towns. Therefore, unlike the inland areas, the urban business format is difficult to cover the entire area, but the closer to the town area, the easier it is to be “divided” by the town’s business. For example, the Nancheng Pedestrian Street in the urban area is close to the Leisure Street of Houjie Town, and the formation time is later than the Kangle Street, and the passenger flow is “backward”.

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