"Shenyang West Wu" Disappeared From Shenyang'S Sight.

In the autumn wind, the four characters of "Shenyang West Wu" have disappeared under the painting of workers. Once in the youth Avenue 211, the infinitely impressive and proud haw department store has begun to leave Shenyang.

The landmark building, which once represented high-end consumption in Shenyang, is a large LV trunk, leaving only a busy evacuation scene.

Since September, journalists have been receiving news from staff of Shenyang's West Wu department store: "the West Wu department store is about to leave Shenyang, and a specific evacuation schedule has been drawn up -- September 30th 2010."

Why did Shenyang West Wu department store choose to evacuate?

Who took over the Shenyang West Wu department store?

Will the existing department store remain there?

The reporter launched an investigation.

Evacuation schedule

In fact, as early as in August 31st, reporters found that Shenyang consumer network "shopping 100%" channel, some netizens broke the news, said that after more than three years of glory, Shenyang West Wu will be closed in September 30th this year.

As the second wholly owned retail subsidiary opened by Hongkong Disheng group after Chengdu's West Wu, the Shenyang's West Wu department store, located on the Youth Street and Golden Corridor, has been attracting much attention for a long time.

In particular, the first LV flagship store in Northeast China, the exclusive PRADA store that leads the fashion trend, and the flagship store of Zegna all let Shenyang's West Wu department store become a new landmark of Shenyang's luxury brand.

However, on the day of August 31st, it was entitled "Shenyang West Wu department store closed in September 30, 2010."

In the post, a netizen named nicholascn said "Shenyang West Wu department store" is a closed project of Hongkong Dishi group after the Chengdu West Wu.

And according to the netizen's revelations, the promotional activities currently held at Shenyang's West Wu department store are also the last fight before the withdrawal of the West Wu department store.

In September 1st, reporters walked into a number of brand stores in Shenyang's West Wu department store as consumers.

In the Disheng timepiece on the first floor, the salesperson at the front desk of Longines counters gave the reporters an affirmative answer. "West Wu did want to leave Shenyang," I said, "I am not very good at the specific time, but everyone in the store is passing the national day."

In the NOBLE fur store on the 2 floor of Shenyang's West Wu department store, the staff there said they were not aware of it, but she told reporters, "no matter whether or not to withdraw, it will be removed in September 25th."

As for the specific reasons, she told reporters: "our contract is coming soon."

On the third floor, in an exclusive brand massage chair store on the third floor, when the reporter asked about whether "West Wu wants to evacuate Shenyang", the staff there simply pointed out, "yes, I heard it was sold to the shark house downstairs."

Meanwhile, the news hotline also received a call from a staff member claiming to be Shenyang's West Wu department store on the occasion of the withdrawal of rumors in Shenyang's West Wu department store.

At the other end of the phone, he told reporters, "aren't you reporting that Shenyang Meimei department stores may be evacuated from Shenyang?

In fact, this is no longer a secret in our circle.

I also tell you a clue that our West Wu department store has to be withdrawn, that is, in September 30th of this month, and the next family took over.

Subsequently, the reporter specifically called the Shenyang West Wu department store planning department, where the staff told reporters that the West Wu department store is indeed to evacuate Shenyang, they also heard the news, but the specific evacuation time can not be determined, "originally scheduled for September celebration activities have been canceled, many employees are planning for their own way out!"

It is also well remembered that in March 25, 2007, when Shenyang's West Wu department store opened, there were no opening ceremonies and few opening guests. There was only one banner of "Shenyang West Wu, now open".

Despite such a low profile, it is difficult to conceal its luxury charm, and Shenyang and even the whole northeast grade people come to enjoy the top fashion consumption.

It's hard to see that over the past three years, high-end luxury goods that have never been willing to bow have been discounted.

In September 1st, the reporter came to Shenyang West Wu department store, the "60%, sixty percent off discount" sales promotion words on the wall were striking.

And inside the Shenyang Siwu department store, the staff there are obviously much more busy than before.

Reporters from the visit found that the prices of most commodities have been reduced, and their minimum consumption standards have plummeted several levels.

In the Martin Gordon brand store on the two floor of Shenyang's West Wu department store, the reporter saw that the men's jackets that were priced at thousands of dollars in the past were usually only about 80 percent off of the current price.

Why evacuate?

Why did the West Wu department store withdraw from Shenyang?

With this doubt, the reporter contacted two dealers, Mr. Li and Mr. Liu, who had worked with Shenyang's Siwu department store.

Mr. Lee, the dealer, believes in the rhetoric of Shenyang's West Wu department store from Shenyang. "All of these are anticipated by our dealers. There are many reasons for this. But I think the bigger reason is that Shenyang's Siwu also encountered the situation in Shenyang Meimei department store, that is, dealers are constantly pulling away."

Mr. Li told reporters that at present, besides the first tier international brands, the Siwu department store is still in a profitable State. The two and third floor dealers are not very optimistic. "According to my understanding, not long ago, BMW sportswear also left, and the business structure of the two and third floors also changed greatly. Some big brands quietly left the Siwu department store."

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Although some people believe that the West Wu department store pulled out of Shenyang is due to poor business performance, but in the next interview, the reporter heard another voice and explanation.

Mr. Liu is still working with West Wu department store. He told reporters: "things are not exactly the same. According to my understanding, Siwu department store has been doing very well in Shenyang in the past three years."

To this end, Mr. Liu also gave reporters a very strong evidence.

He said that the employees of Shenyang's West Wu department store will receive an extra bonus every month except for their normal salary. "This piece is linked to the income of the mall. They will get a bonus every month. This shows that the Department of West Wu's department store is in a state of profitability. How can it be said that they do not operate well?"

Mr. Liu said that the withdrawal of Shenyang's West Wu department store was quite different from the withdrawal of Chengdu's West Wu department store stationed in Chengdu market in early April 2006.

The reason for the withdrawal of Chengdu's West Wu department store in December 31st last year is due to the impact of the global financial tsunami.

However, the operation of Shenyang's West Wu has encountered a lot of setbacks, but it has already passed the most difficult moment.

Therefore, Mr. Liu believes that the withdrawal of Shenyang's Siwu department store is entirely due to the strategic consideration of Hongkong Disheng.

"Including the long-term loss of Chengdu's West Wu department store, as well as the future trend is still confusing Changchun West Wu department store, and even the Shenzhen West Wu department store, which has withdrawn from LV because of poor marketing, is now a heavy burden on the creation of Disheng, at the moment, we have to consider the mainland market problem."

Mr. Liu told reporters that the evacuation of Shenyang's West Wu department store has shown that the creation of Hongkong Disheng is a strategic consideration for the entire mainland market. "It is imperative to withdraw from Shenyang."

The departure of the original brand

After the withdrawal of West Wu, what did Liaoning Li Da Feng take over the site to do?

Do you still retain department stores?

How to solve the problem of the original cooperation brand and the resettlement problem?

The reporter learned from the mouth of a luxury brand agent who had many years of business dealings with Li Dafeng that after the completion of the handover, the site of Shenyang's West Wu department store will continue to retain the department store format, and it is still dominated by luxury goods.

However, the golden signboard of "West Wu department store" will be replaced by "Lida Department Store" or simply called "Li Da Feng Department Store".

However, this statement has not been formally responded to by Liaoning's LDA.

In addition, how to resettlement staff in Shenyang's West Wu department stores, and whether the brands such as LV and PRADA will continue to remain are still unknown.

A staff member of Shenyang West Wu department store told reporters that as early as September 1st, the working group of Liaoning Li Dafeng Industrial Co., Ltd. had already entered Shenyang's West Wu department store.

That is, from that day, all the staff of West Wu could communicate with the senior representatives stationed by the Liaoning Dafeng Industrial Co., Ltd. by face-to-face, in order to determine whether the staff would like to remain in the department store in the future.

Another employee, who asked not to be named, told reporters that "what we can do now is to talk about their ideas with them (the staff of Li Da Feng stationed in West Wu), but they did not immediately agree to sign a contract with us."

The staff of the "Disheng clock" counters in the West Wu department store told reporters that they only heard that West Wu would be sold to a well-known luxury brand dealer in Liaoning, but they did not receive the notice that the headquarters would remove the clock.

That is to say, the future Dyson clock will continue to stay.

In LV and PRADA stores, reporters also received similar statements.

"Li Da Feng" took the Western military command

Who will take over the site of the West Wu department store after its withdrawal from Shenyang?

Reporters continued to conduct in-depth investigations.

A French brand leather bag counter on the two floor of West Wu's department store, where staff told reporters that the Shenyang's West Wu department store is located in the two floor of Denmark's top audio BANG&OLUFSEN dealers.

In addition, reporters in the survey also heard another answer, many shopping malls staff and more brand dealers told reporters that the real purchaser is SALVATORE FERRAGAMO dealer in Italy.

Who in the end took over the West Wu department store?

In order to further verify, the reporter came to the SALVATORE FERRAGAMO franchise store on the first floor of Shenyang's west department store as a consumer.

At this time, the reporter freely said, "I heard that your home is going to buy West Wu?"

From the surprised expression of the salesperson and "how do you know?"

In the speech, the reporter has already obtained the affirmative reply.

Moreover, the staff there also told reporters whether SALVATORE FERRAGAMO, or PAUL&SHARK, or BANG&OLUFSEN, in fact, the boss behind is Liaoning Li Dafeng Industrial Co., Ltd.

Later, the reporter called the Liaoning Dafeng Industrial Co., Ltd., where the staff confirmed that the company had indeed taken over the Shenyang West Wu department store from Hongkong Disheng.

Speaking of Liaoning's Dafeng, it is relatively unfamiliar for most Shen Cheng people.

But reporters learned from people familiar with the fact that in Liaoning, Li Dafeng has long been in the ring, and the company's first retail brand is the familiar Giordano.

Reporters learned by industry and Commerce Department, Liaoning established

And in 1995.

Li Dafeng also worked with Hongkong burshlung international group to establish a burshlion store in Shenyang, Jinzhou, Hangzhou and other cities, and achieved gratifying results.

In 1996, it also worked with Hongkong Lida Group Guangzhou "Lies Dan" Shoes Co., Ltd., and after making efforts to manage, eventually made the brand of Lies Dan a wonderful flower of the Northeast footwear industry.

Since then, Li Dafeng has introduced a number of world first-line brands such as PAUL&SHARK, ETRO and SALVATORE FERRAGAMO to China.

Judging from past achievements, Liaoning Li Dafeng Industrial Co., Ltd. is familiar with the market operation in Northeast China.

Coupled with its strong business background and localization, Liaoning's Linda Feng's commercial department stores have long been expected by the insiders.

"Shenyang West Wu" was erased

Around 4 p.m. on September 25th, the reporter once again came to Shenyang's West Wu department store.

However, contrary to the previous scene of discounted sales, there are few customers there, and the doors of the West Wu department store are full of workers under construction.

The workers are building scaffolding, and two or three workers have already started construction on scaffolding.

The words "Shenyang Xi Wu" on the north side of the West Wu department store have been wiped out.

A worker told reporters that the main purpose of the project is to decorate and decorate the walls, and the other purpose is to remove "Shenyang West Wu".

And in Shenyang's West Wu department store.

At the same time, some brands still exist before the discount sale of Shenyang's West Wu department store, and along with the closing date of the West Wu withdrawal, they chose to break up with West Wu, including the same famous Longchamp brand.

On the two floor, where Longchamp was originally located, it was wrapped up in thick planks.

A staff member of Martin Gordon near the store told reporters that Longchamp evacuated Shenyang's West Wu department store a few days ago. "Their family moved to a new world store. The reason for the evacuation is not good. It should be the contract expired, and it is not intended to cooperate with the new owner."

According to people familiar with the matter, the most fundamental reason for the withdrawal of Shenyang's department store is the "land lost storm" that has intensified in recent years.

Since 2008, including Coach, MONT BLANC and so on, they have begun to withdraw their agency rights, and then choose to open branches directly in China.

In this process, the first thing to be affected is Hongkong Disheng and Junsi group, which is a luxury agency and sales main business.

"At the end of last year, Disheng lost a lot of brand dealership right away, including the famous Polo Ralph Lauren."

Public reports show that as early as last December 31st, when the proxy of Polo Ralph Lauren was withdrawn, the retail network of disson, Hongkong, had only about 400 left after deducting Polo Ralph Lauren, before that number was 531.

This year, Hongkong Disheng and Tommy Hilfiger almost announced that they will end their agency cooperation in the mainland in advance of March 1st next year. Although Hongkong Disheng will get $21 million, the stores will continue to decrease.

It is understood that the Shanghai state was recovered from MONTBLANC.

This newspaper will continue to pay attention to the incident of West Wu department store evacuated from Shenyang.

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Troubled Shenyang West Wu

No matter what some circles think, "dealers have been evacuated and then led to the stalemate in the operation of the West Wu". It is still widely believed that "Hongkong Disheng is facing a major strategic challenge because of the loss of the hinterland". But at present, it is indeed an indisputable reality that Shenyang's West Wu department store must withdraw from Shenyang.

But it is difficult to get rid of the internal troubles that have been constantly brought by Shenyang's West Wu department store since entering Shenyang's high-end department store.

In September 2008, Xi Wu had just been in Shenyang for a year. The five major international brands of Lancel, lasaro, Parkhouse, Biba and EuroMania, which were originally stationed in Shenyang, were quietly removed.

From a keen perspective, the newspaper published an article on the mystery of the withdrawal of the five major international brands of West Wu's department store, and analyzed some problems existing in the operation of West Wu at that time.

In July 21st of 2009, this newspaper, with the theme of "Xi Wu itch", exclusively disclosed the Shenyang West Wu department store and the dealer there. Dalian's Mei Si clothing was quoted by a Shenyang TV company which sold less than 10000 yuan for its poor performance, dealers' dismantling, and the series of distrust of Shenyang's West Wu department store.

In the following August 4th, when people thought that the "LCD TV storm" had been lifted, the Dalian Rose Silk clothing told the newspaper reporter that the value of the company's value of about 3000000 was "disappear".

And Dalian Mei Si directly pointed out that Shenyang's West Wu department store had interfered with the normal business order of the merchants, and told the reporters in a frank manner that Shenyang's commitment to investment was all but not implemented at last. Finally, it threatened to compete with Shenyang's West Wu.

In August 5, 2009, this newspaper once again received the reader's announcement that its Rolex watch, which sold at Shenyang's West Wu department store for 67 thousand and 200 yuan, was not only worn out while it was wearing normally, but also in the process of sending it to Beijing for testing, there was a diamond falling off. But the Shenyang West Wu department store refused to provide three customs vouchers for customs declaration, commodity inspection and duty payment to consumers.

Accordingly, the consumer has reason to believe that this is an out and out "parallel product" and has brought Shenyang's West Wu department store to court.