Inspiration From Luxury Department Store'S Curtain Call

At the beginning of the year, right.

MaMaison Mode was founded in 1994 by Huang Qing Mei Shi, and Ms Huang is also the vice president of "ImagineX Junsi" group.

Meimei department store is directly managed by the Hua Ting Group, an excellent Asian consumer agency and distributor.

The inextricably linked relationship has made Mei Mei department store one of the four top commercial brands of Huateng group, and has been a pioneer for many years in the mainland luxury market.

The so-called Cheng Yi Xiao He, defeated Xiao He, the inherent superiority, let the US Department store too confident and blind arrogance, and even ignore consumers and dealers.

You know, the Junsi group, which belonged to a group with Meimei department store, was the largest luxury brand agent in the country. The rise of the United States and the United States was inseparable from the selfless help of the brothers, including Gucci and Prada.

Now, Junsi group has lost many agency rights of luxury brands, and its department stores are also affected.

For its fundamental reason, the positioning and management mode of Midea department stores has been out of line with the development of luxury department stores.

The membership threshold is very high.

No free membership card must be sold for 5000 yuan before the membership card can be applied, and the 5000 yuan is not integral.

This limits the consumption group very narrowly. Those who have the ability to consume can see the "membership access system" will shake their heads and leave the distance with consumers.

There are few promotional campaigns.

There are not many promotions and promotions in a year. Consumers don't get much discount with a membership card, and they change their courtesy activities once a year, which makes consumers sad.

Dealers are exploited.

Mei Mei department receives the high discount and guarantee of dealers. It becomes the so-called "two landlord".

According to media reports, the United States Department store for 130 square meters of business area, will charge 21% of turnover, plus 5500 yuan per month property management fees.

This is still light. If the sales performance is not good, the department stores will charge a high premium.

The geographical position is poor.

Mei Mei department stores in Shenyang, Beijing, Shanghai and Chongqing basically do not choose the location of the store in the traditional core business district, but the so-called "new business district" outside the traditional commercial area.

This mode of Mei Mei department store can reduce the large amount of capital and manpower investment in the early stage of opening a store. Once the business is not good, it can get away quickly.

To put it plainly, a good business is to make money for the consumers; poor management, and dealers to protect the bottom, anyway, it will not lose too much.

If the model is worth learning before 2004, it will be dangerous afterwards.

At the end of 2004, China formally opened up to foreign investors in the retail industry and intensified competition. The relationship between department stores and consumers, distributors and manufacturers became more subtle.

Strong foreign brands will not look at your face again. Once the threshold is too high, they will choose to cooperate with other shopping malls. Anyway, the channels are becoming more and more mature, and they are becoming more and more diversified.

Now, the development of better and mature high-end department stores is also a low threshold. It is very good to please consumers. The relationship with distributors is also better. Various publicity is also in place. Almost every week there are promotional activities. After all, money and making people feel cheap are two concepts.

Hu Jianqiang, director of the DRC Leslie foundation and a famous luxury research expert, said: "unlike in the past, luxury brands began to abandon the sales model of agents in recent years to choose direct outlets.

In the future, professional luxury chain agencies will continue to emerge.

For example, DRC will become the world's first professional chain store for luxury functional footwear. The first brand of world health shoes, Dr. Dr.Comfort comfort, has been established.

The opening of flagship stores in Financial Street shopping center in January 10th is an important step in China's DRC layout.

How can the luxury shopping mall go? The curtain call of the US Department store may give the whole industry a lesson.