Hermes Pulled Out Of &Nbsp; Tianjin's Luxury Market Caused A Sensation.

Strict conditions and strict hierarchy are the main reasons.

It is only four years since Hermes entered the Tianjin market. In March 14, 2007, the world's top luxury brand opened its first store in Tianjin, Binjiang Road, and its customers did not have to go to other cities again. However, just last month, Hermes sold the first and only store in Tianjin. Since the market potential of Tianjin is huge, customers' purchasing power is very strong, and there are various kinds of preferential treatment for shopping malls, why are the major brands that have already been relocated?

There are marketing experts analysis, the international luxury brands not only require the location of the store is eye-catching, but also has a lot of attention to land occupation, decoration, internal and external light. Therefore, there is a voice saying that Hermes's first store in Tianjin is facing the street in Chaoyang, and it is also a glass window in the outside, which causes serious drying of the furnishings in the shop, which is probably one of the reasons for its withdrawal. On the other hand, the cost of a luxury brand entering a shopping mall is very high, so we need to consider input and return. Once the market is unable to meet its needs and can not bring profits to it, it will make corresponding strategic adjustment of its business way. In the course of operation, it is also a key factor to reach agreement with the market in terms of profit distribution. If the business condition can not be improved in the end, it will choose to withdraw.

The luxury industry also has a clear positioning for the brand, and many of the fashionable brands that the laymen of the outside world seem to be able to put in the top ranks are absolutely not comparable in the eyes of professionals. Therefore, in Hisense Plaza, you will see FENDI and LOEWE diagonally opposite each other. GUCCI and Cartire occupy one of the two largest shops on each side, Rolex and OMEGA are separated by one channel. These big names are just like the boxers of their own status, who are only on the same stage with the same heavyweight rivals.

For this reason, Hermes, the top place in the international luxury family ranking, is not suitable for its position in the same position as ordinary big name, and the complex and complex passenger flow is not suitable for the development of super high-end customers. In the market of Tianjin, it also needs to first find a more suitable comrade or opponent, so as to find a more suitable stage for him.

Service is the most important to grasp the hearts of customers.

The reporter learned from reliable channels that the location of the store after the withdrawal of Hermes will be acquired by the COACH brand. It is expected that the modification will be formally completed by the end of this month.

COACH entered the state of Israel at the end of 2009. According to the person in charge of COACH brand, the newly opened store will add COACH men's series, including leather goods, shoes and clothing to meet the needs of more consumers. In order to better promote the brand and service customers, COACH will have a plan to adjust membership system within the year, and change the tradition of luxury brand members who have no points, discounts, and only get the annual gift. {page_break}

According to Miss Zhou, head of the store, COACH entered the store later than other luxury brands, and the store expansion was very prudent. The primary goal in Tianjin is to raise the brand awareness level through a variety of popular high-end shopping centers such as isdan, and then expand the consumer group through the Tanggu friendship store opened in April this year. After being well known to Tianjin residents, they will finally go further into high-end shopping malls such as friendship mall, Hisense Plaza and so on.

It can be seen that a lot of luxury goods are cautious about the strategic arrangement of Jin Jin, and the key is customer supremacy and steady progress. This is the attitude and service that makes COACH the best selling brand in isdan.

The key for business people to create brand image

However, reporters on the same day in an interview with Yi Shi Dan, but also witnessed other situations.

Several customers who came out of a luxury store shook their heads repeatedly. Prior to the conversation, Ms. Liu and her friends had already seen a product, but this time they thought of buying it in the shop. However, the service personnel in the shop were very cold. They began to show their customers' clothes and began to show their disdain by entering the shop. "We can't treat customers in different levels because of high-end brands. This is really an impact on their brand image. I think I may choose to buy other brands, and I will not patronize this brand in the short term." Miss Liu said disappointedly.

In this way, we can not help reflecting on the loss of invisible customers. Whether the brand's own service and the corresponding management of shopping malls should be partly responsible for the influence factors of Tianjin's luxury market environment, while promoting the brand selling goods, we should also do a good job of the service level of the salesmen and create a good brand image. Shopping malls not only rent stores, but also be responsible for the formulation of relevant systems for luxury stores and the management of shopping malls, which is also the key to win more consumers' favor. If you can make the citizens enjoy the mindset of enjoying the stroll, I believe that even those who are not able to purchase will be impressed with the brand. When the conditions permit, they will also create a group of new consumers, thus helping to continuously develop and consolidate the position of luxury brands in Tianjin, so that they can survive for a long time.

The trend of Tianjin market is full.

In view of the survival of luxury goods in Tianjin, the reporter also interviewed Wang Bingdong, Secretary General of the Tianjin department store business association. He believes that at present, the consumption of luxury goods in Tianjin accounts for only 10% of the total consumption, which is at the initial stage. However, with regard to the trend of Tianjin's economic development, the development of the luxury market has become inevitable as the public's overall living consumption level has improved.

However, there are many realistic factors that affect the development of luxury goods in the world, such as purchasing power, location of shopping malls, consumption atmosphere, business environment and ancillary peripheral facilities. For example, the consumers who buy luxury goods need to enjoy the services of high-end products, and most of them are car owners. They need independent parking facilities around the shopping mall to facilitate the convenient facilities such as convenience roads, etc. for these requirements, some shopping malls still need further development and construction to satisfy them.

With regard to the development of Tianjin's luxury market, the government authorities have given more freedom to shopping malls and brands themselves. For example, recently, with the construction of Binhai New Area, many international brands and department stores have invested in new markets to form new business circles. Wang Bingdong also said that the Tianjin market is still at a stage of development. The purchasing power and customer level of luxury goods are the key to the survival of the market. It is suggested that the expansion of luxury brands should not be too fast. It is more prudent to choose the high-end fashion department stores and gradually develop luxury stores according to the actual situation.

"We can see the economic development of a city from its brand." This sentence has become a consensus among many people in the industry, and the introduction of big names undoubtedly proves the economic strength of a city. It is reported that Hermes has just withdrawn from the company and has been in close contact with two other high-end department stores in Jincheng. It is only a matter of time before the new store opens. With the continuous development of the economy and the purchasing power of young people increasing year by year, the potential of Tianjin market is full, and I believe we will attract more big names.