Behind The Scenes News: Wenzhou'S Wealth Shopping Center Is Indissoluble With Fortune.

After Kai Tai, times and Yintai, another large department store in Wenzhou is sailing up. What changes will it bring to Wenzhou's department store industry? What will it impact on the surrounding business circle?

After the birth of "wealth", the news of Wenzhou's wealth Shopping The center is scheduled to open for trial in October 6th. The industry said that this is the improvement and supplement to the Wenzhou department store industry, which lacks the high-end brand. The tripartite confrontation pattern of the big south business circle, the five horse business circle and the station Avenue business area will gradually emerge.

Wenzhou has an indissoluble bond with "wealth". It is rare that the word "fortune" can be regarded as a facade of two words.

Today, the news of Wenzhou fortune shopping center on trial in October 6th is like a relay baton spanmitted to the ears of many citizens.

Why did it choose to open at the end of the national holiday? Why did it abandon it? Cosmetics The darling of these one hundred shopping malls? What kind of impact will it bring to the department store industry? What kind of posture will it coexist with the Times Square shopping center which is separated from the road?

Why not rush ahead of the National Day?

Miss Wang, who works in the municipal archives, is very excited to hear that Wenzhou fortune shopping center is about to open. After careful inquiries, it is known that it is a trial business in October 6th and officially opened in October 10th.

"The National Day is the peak season for consumption, and other shopping malls are full of advertisements. They are looking forward to making a full pot at this time. How can they choose to be open after the holidays?" said Miss Wang, who was very puzzled with her colleagues.

On the afternoon of October 1st, the reporter came to the station road in Wenzhou. Fairview Road Wenzhou fortune shopping center at the intersection. GUCCI (GUCCI), CARTIER (Cartire), ZEGNA (Zegna) and other first floor international brand shops have been renovated and fashionable.

"Now we are doing the final cleaning work. If we want to rush ahead of the national day, we will be able to make it." Li Guosheng, chairman of Wenzhou fortune Shopping Center Co., Ltd. said, but the brand thinks that the location of the fortune shopping center is high-end consumption, and the international brand must have long-term development ideas. It does not necessarily have to choose the golden week to open the cabinets, so it is useless to rush for one fifteen.

Li Guosheng disclosed that in fact, only 80% of the brand businesses were on the same day in October 6th. International brands such as GUCCI (GUCCI) and CARTIER (Cartire) will be postponed for a few days.

Is it upstream or homeward?

"Famous world, luxury department store" is the advertising slogan of fortune shopping center. In fact, there is no precedent for such high-end location and high-profile department stores in Wenzhou.

In Li Guosheng's view, the birth of the wealth shopping center is not so much as going upstream. Li Guosheng had a journey abroad many years ago, when his relatives and friends in Wenzhou often brought him back to some foreign brands, such as BOSS, Armani and so on. Li Guosheng, who is away from a strange land, feels for the first time the luxury of Wenzhou people.

The Wenzhou economic and Trade Commission made a sample survey and found that over 60% of Wenzhou's high-end consumer goods flow to the outside world. "This is a huge business opportunity!" and truly let Li Guosheng run the concept of "luxury brand" throughout. Many years ago, the "Dudley" bags produced by his company were stationed in the top 50 shopping malls in the country, only being stuck outside the Hangzhou Tower shopping center. The other side told him: "we are operating in international brands, and even if the fame in China is too high, we can not enter."

"This is the persistence of ideas and the secret of success for Hangzhou Tower." In Li Guosheng's mind, he wants to make the wealth shopping center into a Hangzhou Tower in Wenzhou, and will make unremitting efforts, even if the road ahead is difficult, and let the long cherished wish become a reality.

How can Wenzhou become a competitive place for high-end brands?

How big is the cake of Wenzhou luxury market? No department or person can give accurate data, but the topic of "Wenzhou people" and "high consumption" as the key word is endless. In 2009, the third Wenzhou international luxury exhibition, three days, Wenzhou people threw 100 million yuan; the LV brand store, which opened for only 3 years, became one of the most profitable LV stores in the world. Shopping in Hong Kong has become the daily journey of many Wenzhou people. No wonder the top executives of Hermes, Prada, Fendi and other brands visited Wenzhou several times.

Ma Jinlong, President of Wenzhou Economic Association, said: "many high-income groups in Wenzhou are more optimistic about international high-end brands, and even ordinary wage earners will have one or two high-end products. This luxury complex is hard to assess its right and wrong, but it is indeed a very interesting urban phenomenon. {page_break}

According to the analysis, this complex originated from the extensive advantages of overseas Wenzhou people. According to the statistics of the overseas Chinese Affairs Office, 430 thousand overseas Chinese and Hong Kong and Macao compatriots overseas. "These people themselves have many opportunities for exposure to international high-end brands, high recognition, and more or less the latest news of the international trend when they return to the temperature. Friends and relatives are constantly in the dark. Wenzhou people are already familiar with many top brands." Ma Jinlong thinks so.

Gold fastener business also has a view: "I often go to Hongkong to buy clothes with my wife. In fact, many English brands do not suit me. But in business, you need a LV bag and you can be confident when you talk about business." He believes that this is also related to the high profile of Wenzhou's life. Wearing brand names may be a status symbol, more of a fashion trend rather than a true sense of the brand. What's the impact on the general merchandise industry? In such an atmosphere, the wealth shopping center was born. Li Zuyan, deputy director of the Municipal Economic and Trade Commission, believes that this is a refinement and supplement to the department store industry in Wenzhou. Like a chess game, lacking a chess piece, the whole game will be awkward. What Wenzhou department stores lack is just an important piece of high-end brand.

Li Zuyan said, how to tap high-end consumer goods market, mainly depends on business philosophy and business atmosphere.

Li Guosheng is very interested in business philosophy. He thinks that the biggest difference between the wealth shopping center and other department stores is that its brand is direct rather than agent. The latest styles can be listed synchronously with the whole world and increase variety selection. The agency is limited by time and space, and the lag is obvious.

"Tai Nan business circle and five horse business circle are relatively perfect. The business circle of Station Avenue will show the agglomeration effect because of the opening of the wealth shopping center, and the wealth shopping center can also take advantage of the existing commercial popularity." Behind Li Zuyan's remarks is the support of the existing commercial atmosphere along the station Avenue: the times square of the road is full of popularity, the Sheraton Hotel opposite to the ground is ready to go, and the banks and office buildings on the station Avenue will be the source of the wealth shopping center.

Wei Biao, general manager of Times Square Shopping Center, also admitted that the wealth shopping center will inject new vitality into the business district of Station Avenue, and the pattern of three big cities, such as the big south business circle, the five horse business circle and the station Avenue business area, is gradually emerging. Why do we abandon the darling of cosmetics? Many people believe that Wenzhou's wealth shopping center and the shopping mall of the times square are just the same. The competition between them will make the Wenzhou department store industry resurgence.

Li Guosheng laughed and negated this concern. In his view, the two should be complementary and mutually beneficial rather than competitive. "We are running in a wrong position with Times Square, and 80% of our clothing brands are different from Times Square," he said.

Wei Biao is more direct to the point: "the location of the Times Square is between the international and the second tier brands, which is quasi high-end. The wealth shopping center is the international line brand, takes the high-end line, therefore our target group is not the same.

However, Yin Tai and Kai Tai Department store, which are close to the youth fashion route, are close together. "But they have a wide range of consumer groups, even if they are divided into one group." Wei Biao said that high-end consumption groups are limited, so complementarity is more advantageous than competition.

"The department store industry is indispensable to cosmetics, but we have abandoned the cosmetics area. Besides the constraints of the venues, there is another factor. The cosmetics in times square are complete, and we will inevitably repeat them. Repetition will intensify competition, so we prefer to abandon them." Li Guosheng said.

There is a common desire among the two people to build an underground passage between times square and the wealth shopping center. "We have applied to the relevant departments." Why did LV and other international brands fail to enter? It has been revealed that the facade decoration of Prada stores will cost nearly 30 million yuan. Its facade was designed by the "bird nest" designer, originally planned to invest 20 million yuan for decoration. Later, after the design plan was passed by Musia Prada, President of Prada, she asked the fortune shopping center to give more small plots to Prada, and for this small piece of repair, she added an additional 10 million yuan.

Before the spread, LV, Hermes, Chanel and other international brands will also enter the wealth shopping center. Li Guosheng said this: "for a long time, we will not see these brands."

Li Guosheng said that these international brands do have the intention to enter, they are also very optimistic about the Chinese market, but the international brands have certain development plans in the shop choice. Only a few will expand in a year. "So we need to wait. We firmly believe that as long as the successful brand management is successful, it will speed up their entry."

But Li Guosheng confirmed the Starbucks Cafe entry: "located on the ground floor, with an area of more than 200 square meters, and is expected to open at the end of the year."

The floor of Wenzhou fortune shopping center is from LG2 (underground 2 storey) to L5 (5 floors above ground), with an area of more than 20 thousand square meters. The shopping mall has an entry and exit in the East and the north. The shopping center has a 500 square meter vacant design, standing on the first floor and looking up to the four floor. The escalator is also set up here. {page_break}

Fortune shopping centers will not discount sales as other department stores do. They are more inclined to service details. The salesmen of all international brand outlets are recruited, trained and promoted by their own brands.