The Rapid Rise Of Luxury Online Stores Rapidly Occupy The Stage.

In the first half of November, a new, modern glass curtain wall and fashionable appearance appeared on the side of the Shikumen building complex in Shanghai. The huge posters of the famous British leather brand Jas M.B. were being decorated by decorators.

This independence from London.

This modern building, known as "Xintiandi fashion", will be a shopping center on the top commercial section of an international top independent designer brand.

"A few years ago, most Chinese consumers did not know much about the independent designer brand, although many young people in Shanghai had already appeared in the streets and alleys on the back of their luxury brands starting with C or L."

Jas M.B., the independent designer told reporters, "when it comes to luxury stores or shopping centers, the first thing people think about is Hang Lung, CITIC Pacific or Hong Kong Hui square.

The flagship store we hope to find in China is where the top roads, more personalized buildings and independent designers gather.

Now, Xintiandi fashion appears, it can almost satisfy all my requirements.

I believe that this new format of "Xintiandi fashion" will become the most personalized luxury brand shopping place in Shanghai in the future.

Ms. Elfa Low moved to Shanghai from Hongkong 20 years ago.

In the face of the "new world fashion" that was not completed soon, this cremated fan of the big fan recalls the experience of shopping in Shanghai many years ago.

"The US Department store, founded in 1994, was once the most expensive department store in Shanghai. At the end of last year, it disappeared at the familiar intersection of Huaihailu Road and Changshu road.

Building space can not keep up with the demand of luxury goods for the design of the top shops, and the old styles of hardware and equipment do not always catch up with the fashion trend. As a luxury brand walking in the front end of fashion, it is always necessary to display the latest forms of property.

"Snail" life in five-star hotel

"In 1998, Louis Weedon's

Actually, this is located in Shangri-La, Dalian.

"During this period, luxury brands locate their customers in those who frequently enter five star hotels."

Liu Fengyang told reporters, "and keep a sense of distance from ordinary consumers.

Most of these shops only have dozens of square meters, mainly to display classic items.

In fact, many of the styles and colors that most Chinese consumers recognize most of these brands are derived from the "enlightenment education" displayed in these window displays years ago.

From department stores to shopping centers

Although Ms. Sun Jing, a private entrepreneur in Shenzhen, has already regarded the Mixc as the place where she and her girlfriends like to sweep their goods best, she still has a nostalgic sentiment towards the somewhat old Cisco department store.

In 1993, Givenchy entered Shenzhen's West Wu department store. Subsequently, LV, Burberry, Boss and so on also joined in, opening up the era of luxury goods in China's "Shopping Mall" era.

"For me, the biggest difference between a department store and a shopping mall is the difference between a counter and a store."

Ms. Karen Tam, director of marketing in Harbour City, Hongkong, said.

In 1960s, Maritime Building was the only and earliest large-scale shopping mall in Hongkong. The department store, which was sold in the form of counters, is a precious memory of many Hongkong citizens.

In early 1990s, with the words "Maritime Building Ocean Terminal" replaced by the Chinese and English words in Harbour City, the form of its department store was also pformed into a shopping center and became the largest concentration place of luxury in Hongkong.

Harbour City's Hongkong Kowloon warehouse Holdings Limited is also one of the first international developers to enter commercial real estate in the mainland of China.

After 2000, Kowloon warehouse opened several times square in Shanghai, Beijing and Dalian.

These times square is the first commercial real estate in China to appear in the shopping mall mode.

"Consumers in the mainland also increasingly favor this kind of shopping mall with wider space and more affinity."

Karen said, "I come to Shanghai and Beijing every one or two years.

Every time you pass Chang'an Avenue or Huaihailu Road, you will be surprised by the changing and developing shopping environment here.

In 2001, Zegna opened stores in Times Square in Shanghai. In 2004, Louis Weedon placed their flagship store in the Asia Pacific region at Shanghai's Hang Lung Plaza.

"Compared to department stores, spacious and quiet is the theme of luxury stores," Karen said.

Consumers appreciate and enjoy life while shopping, and experience elegance and relaxation when they are in close contact with consumer goods.

From boutique Street, personalized shopping place to "no street".

The collective appearance of shopping centers has speeded up the pace of luxury market in China, but at the same time, it has also constrained the self character of each brand.

Take Hangzhou as an example, after the Hangzhou Tower, with the appearance of famous street in Hangzhou lakeside, luxury brands find more privacy and uniqueness in the mainland.

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If compared with the shopping center of reinforced concrete, the street with more pleasant surroundings is a good idea for the mature fashion consumers. The fashionable new world mentioned above is the "personalized trend concentration" that the young luxury consumers agree.

These two formats will take a long time in the development of China's commercial real estate in the future.

"More and more boutique shopping streets and personalized shopping centers are related to the growth of national income and consumption capacity.

With the improvement of people's income, the demand of consumers will be more and more diverse.

More and more thematic and personalized shopping centers are also an inevitable phenomenon.

Li Le, Deputy Secretary General of the national real estate association of Commerce and industry, said: "for shopping sites, thematic is also the product of competition in the industry.

All inclusive shopping centers, which are often costly, occupy large areas, and unique and personalized shopping centers can attract more customers to patronize, so they are competitive.

Over the past two years, the Internet has had a tremendous impact on the sales channels of luxury goods in China.

With the emergence of a series of luxury shopping sites in China, fashion followers have gradually become familiar with the "non - Street" shopping.

First of all, China's luxury shopping website charm calls itself "luxury shopping community", but even their president, Mr. Wei Yibo (Thibault Villet), also believes that "the price advantage is the biggest advantage of online shopping."

At present, luxury online shopping has just started in China, and most netizens are more sensitive to price.

Because online discount stores are more popular among netizens.

Luxury network dealers get the price advantage through middlemen and expensive shop facade fees, directly communicating with consumers through the Internet.

Secondly, it is not restricted by sales area and physical stores. It is also the main reason why luxury online shopping can attract consumers in non tier and second tier cities.

Wei Yibo believes that "luxury consumption channels will be diversified: high value luxury goods worth millions of dollars will increasingly focus on the top roads and flagship stores in landmark buildings.

For those luxury goods with a price below 100 thousand, the online shopping platform will become an increasingly important sales channel.