Qingdao Luxury Shopping Mall Three Strong Omni-Directional PK

After the Yangtze River, the waves pushed the waves ahead, killing the front waves on the beach. High-end Department store Competition is like Pyramid. Only the "top" can win the heart of the rich and earn enough money. The competition of high-end department stores in Qingdao can be described as "hard hitting": Paris spring, sunshine department store and Hisense Plaza are high-grade stores that Qingdao has built up. Wealthy people always vote with money, in order to compete for the chief. brand And grade, between high-end department stores. Marketing The war never stopped. Perhaps, like the wave principle, the "three strong PK" has already been won.

Coincidence! In the afternoon of May 28th, three different marketing started almost at the same time in Paris spring, sunshine department store and Hisense Plaza. Children's show, high-end underwear show, the first line of pop stars to help, the three show attracted people with different age and identity. Perhaps these shows can not explain too many problems, but in the hall that best represents their own style, it is enough to peek at the different tastes of the three high-end shopping malls.

The cruelty is: "three feet stand, there must be only one side wins." Luxury goods are symbols of taste and fashion, and even diplomatic passes to secret circles. At the top of Pyramid, only one family can remain stable. Who can win this seat, the battle for three high-end shopping malls has shown success or failure.

The high profit of high-end department stores is like a piece of fat, and Qingdao's increasing high-end predators are trying to rob the fat customer with a regular customer base. Times are changing, and consumers' views on luxury goods are changing. From hundreds of Montagut to LV, GUCCI, consumers are not only buying famous brands, but enjoying high-grade shopping environment and tasteful service. With the intensification of competition, the three high-end shopping malls are also facing this new round of "hard war".

Marketing

On the same day, three shopping malls were engaged in activities.

In the afternoon of May 28th, three different marketing activities started almost simultaneously in the three high-end shopping malls.

In the spring Hall of the first floor of Paris, dozens of five or six year old children are surrounded by the circle. Under the guidance of several teachers, their mouths are full of words, and they are busy doing manual work in their hands. This is a special activity for children's day. Girls wear Princess skirts and garlands, and Boys Dress handsome and shiny, typical aristocratic costumes. Outside the circle, a group of respectable parents are attracted. The bustle in the hall contrasted strongly with the two or three levels of cold and cheerless salesmen, who had nothing to do, leaned over the railings to share the excitement of the first floor.

At this time, a large underwear show is being prepared on the first floor of sunshine department store. Just entering the hall, two foreigners stood on the platform in the middle of the hall. The African waist drum was dancing rapidly, and the happy rhythm stopped the people who passed by. The steps on both sides were crowded with young boys and girls in a few minutes. This is the exhibition hall of a high-end underwear brand on the two floor of the shopping mall. The model is tall, with exquisite face, dressed in a semi naked dress, and shows up with music. The models quickly changed their clothes and walked on the stage.

Also on this afternoon, the biggest card should belong to Hisense Plaza. On the first floor of Cartire jewelry side, dozens of bodyguards dressed in suits encircle a circle. With a distant girl shouting, "there." Suddenly, a group of girls poured into the back door of the shopping mall, screaming at the bodyguards, and a girl was still carrying a suitcase in her hand. The pedestrians were frightened by this scene and quickly asked, "what happened?" soon after, a news came out: "Ekin Cheng is coming." Hearing the news, the people who were shopping in Hisense square hurriedly dialed the phone. "Hurry up to Hisense square, Ekin Cheng will be here soon. I will wait for you here." As the crowd grew more and more, a world conference was officially opened.

Paris spring, sunshine department store, Hisense Plaza, between the three high-end shopping malls, a marketing war without gunpowder is underway.

compete

Only one can represent the taste.

"There should be only one family that represents the taste, not more than two at most. This is the general law of commercial competition. A financial expert from Qiingdao University said.

Luxury goods are symbols of taste and fashion, and even diplomatic passes to secret circles. At the top of Pyramid, only one family can sit still. Who can win this seat, the battle for three high-end shopping malls has shown success or failure.

At the end of 90s of last century, Hisense Plaza, the first high-ranking department store in Qingdao, was opened and its address was on Shandong road. "At that time, I wanted to buy a fancy dress and go to Baisheng for the most. Shandong road is a new road, next to the municipal government, representing the new core of the East. Experts said. At the beginning of the opening, Hisense Plaza gathered many high-end brands, when most people only know that the most high-end is "Montagut", and these brands only seen in China's Hongkong or abroad, suddenly appeared at the moment.

"It must be said that the site was really great at that time, and the Minjiang road and Jiangxi road were the commercial center of the new East." Expert description, with the opening of sunshine department store, the original Hisense square became Paris spring, both competing for the overlord. In 2004, a contest showed victory or defeat. The third foreign ministers' meeting of the Asia Cooperation Dialogue was held in Qingdao. There was an interesting interlude. A foreign minister looked at a pair of shoes and was embarrassed to try in public. After the shopping mall staff carried the heel behind his wife, after the stroll, the wife of the foreign minister was moved and paid for the shoes. This time, sunshine department stores won the best of all.

The advantage of Sunshine Department did not last long, and the situation was broken. With the end of the Olympic Games, the new Hisense Plaza is newly decorated and opened near the Olympic sailing base of the new tourist attractions in Qingdao. At the beginning of its reopening in 2008, the hardware of Hisense Plaza was called "the most beautiful department store in Asia". The province opened the first precedent, gathered a series of international top brands such as LV, GUCCI, HERMES, PRADA, VERSACE, CARTIER and so on. In 2010, Hisense Plaza sales exceeded 1 billion, basically laying the leading position in the high-end department stores in the province. {page_break}

Sunshine department store, first floor, high-end underwear show

Brand dealer

Front-line brands are beginning to move.

In the eyes of branding, hardware and software conditions are crucial. The popularity of shopping centres can lead to brands, and brands attract popularity.

The best and most profitable things are on the first floor. This is the iron rule of department stores, and explains why high-end department stores are different from general department stores. Entering Hisense square, the most prominent position is the big brand store.

The first floor has also become the "face" of high-end department stores. Hisense Plaza has gathered LV, GUCCI, CARTIER and other international top brands, positioning itself in the "best department store in Asia"; sunshine department store has introduced A.Testoni, BALLY, MaxMara, COACH to create high-end high-end department stores; Paris spring Plaza has introduced VERTU, BURBER-RY, ARMANI COLLEZIONI, and DUNHILL, and is committed to elegant high-end department stores.

"High-end consumer goods stores, like fashion, sometimes have trends. Wherever you shop, you will go wherever your friends are. Financial expert Zhang Boshi introduced. There are two kinds of people who can afford luxuries: rich wives and young, rich, two generation. This circle is limited, and luxury stores in Qingdao are almost saturated. These people often follow the signs, and the brand's transition will affect their choice of shopping malls.

Over the past two years, Hisense Plaza has sprung up. Before that, GUCCI had settled in sunshine department store and Cartire settled in Paris spring. The two front-line brands have recently emerged from the two high-end department stores.

Cartire jewelry is known as "the emperor's jeweler, the king of jewelers". It has nearly 100 stores in the national boutique. In Qingdao Hisense Plaza, Cartire has set up second boutiques in Shandong Province, the first one located in Ji'nan's Ginza. In an interview, Cartire Qingdao representative Li Jingli introduced, "Cartire boutique is a direct camp, Cartire series jewelry, diamonds, watches will be displayed. Wherever you go, choose the best shopping malls. " Reporters interviewed learned that there was a Cartire store in Paris in spring, but it has already been withdrawn. Another GUCCI, the first line brand, has been withdrawn from the sunshine department store due to the expiry of its contract.

Changes

The rich circle is moving eastward.

"Before shopping in the west, it was very tasteful. But now, when it comes to shopping, it's decent to go east. " Zou Yong, who is shopping in the mall, told reporters. Walking into the high-end department store, we can see many people who are wandering around. Some are not shopping. Some of them come here to play with their children. These residents come from the upscale community around the department stores and are the places where Qingdao upstarts gather.

The reporter learned from Hisense square that Qingdao's local purchasing power accounted for the absolute main force, which can be seen from the parking lot: cars, such as Mercedes Benz, BMW, which have local license plates, can be seen everywhere. The rich people move eastward, and attract many passengers. "Hisense Plaza built a Shop-ping street, in addition to shopping, also set up supermarkets, restaurants, tired of walking can rest." The person in charge of Hisense Plaza introduced. The cleverness of businessmen is to keep consumers waiting longer.

The BELLE Plaza, which just settled in Qingdao in 2010, attracted many young people's eyes for attracting the Spanish ZARA, Japan Uniqlo and Sweden H&M for the first time to enter, and also the two or three international brands such as Only, VeroModa, Selected and Jack&Jones. ZARA has more than 2000 chain stores in the world, with first-class design but low price, so that civilians can get close to these big brands.

BELLE Plaza adopts the most popular business mode in Europe and the United States. It is the first hall in Qingdao and even Shandong province. A journalist who works in Ji'nan media has to go shopping in Qingdao every weekend, saying that many brands in BELLE Plaza are very much in line with their own style.

trend

Young people buy more luxury goods

With the changing times, consumers' views on luxury goods are also different. If it was held in the 90s of last century, it had a Montagut brand worth hundreds of pieces, but it could be shown for a long time. Some people even refused to cut off the brands that hung behind their collar. But now, tens of thousands of LV and GUCCI have been picked up on the streets.

According to the survey, people who can afford high-end luxury goods are mainly middle class. Reporters visited the high-end shopping malls in Qingdao. The classic styles of first-line brands were the most concentrated, with elegant colors and catering to the taste of middle-aged people. The styles and colors of the second and middle brands are more suitable for young women. The purchasing power of high-end consumer goods is very limited, while those over 35 years old account for the majority. "Consumers visit luxury stores not only to buy famous brands, but also to enjoy high-end shopping environment and taste service." Qu Xiaohui, manager of Qingdao Hisense Plaza planning department, said. Hisense Plaza achieved a profit of 1 billion 300 million yuan last year, of which 80% of its members bought. In order to attract more young people around 20 years old, the secondary brand or the first brand brand of foreign countries is being introduced. "The age of members is also gradually decreasing. From the current profit situation, the monthly profit is also growing by 50%, of which young people account for a large proportion." Qu Xiaohui introduced. {page_break}

Three high-end shopping malls Hardware and software PK

1 traffic

Paris spring: Qingdao's first high-end shopping malls, but because of the increasing number of high-end shopping malls along Hongkong Road, Paris Spring Square's location is a bit awkward. Paris spring is located at No. 9 Shandong Road, Qingdao. In February 9, 2007, it was officially renamed "Paris Spring Square". Shandong road is a main road connecting Qingdao's south north passage and the most easily congested traffic. Once the private car is on the Shandong Road, it is difficult to get stuck in the mood, and the parking space is limited.

Sunshine Department Store: located in the middle of Hongkong Road, Qingdao, the sunshine department store has obvious advantages, closely adjacent to the downtown area, located in the Qingdao financial core area, and the sunshine department store attracts many white-collar workers. The surrounding facilities are sound, convenient transportation and convenient parking.

Hisense Plaza: Hisense Plaza, East West Road, near the Olympic Sailing Center in Qingdao. Geographical coordinates have obvious advantages. A free parking lot has been built in Hisense Plaza.

2 Environment

Paris spring: entering the spring square of Paris, the outer layer is full of scaffolding. Without careful observation, it is hard to find that this is a high-end shopping mall. The parking lot on the ground is located at the entrance of the square, and a full car will block the entrance. From the hall, we found that the decoration was slightly old, and the crystal chandelier was old. A netizen commented on the Internet: "the brand is good, that is, the area is small, and it has been done in a few laps." Go down the elevator to the top floor, and the hypermarket like the special sale will be displayed before the customers. On this level, the price of many clothes is basically around one hundred yuan, and outdated clothes have to be sold on sale to attract people.

Sunshine Department Store: Sunshine Department Store on the first floor gathered a large number of first-line make-up brand, is a favorite place for girls to visit. Interior trim, business area of 3000 square meters, each layer can visit for a long time. On the two floor, there is also a high-end self-service western restaurant. On the first floor, there are also coffee shops and cold drinks shops. Through beautiful windows, it is tempting for tourists to go shopping.

Hisense Plaza: a large number of first-line brands gathered, and once people dare not step in. "Every time you go around here, you should put on your most expensive clothes." Miss Tian told reporters at a foreign trade store in the south of the city. The building area of Hisense Plaza is 62 thousand and 800 square meters, 3 floors above ground and 2 underground. On the first floor, there are many brands on the two floor. The women's clothing on the third floor is biased towards the middle end brand, while the younger ones are most attractive to white collar workers.

3 brand

Paris spring: Spring Plaza in Paris pays more attention to women's wear brand, and promotes exclusive brand. It has more than 100 exclusive brands such as Vivienne Tam, PORTS1961, white-collar, Jifen, Enshang and orpheo. Some brands are exclusive in the province and even in China, and are known as "the kingdom of women's clothing in the island city".

Sunshine Department Store: the cosmetics category of sunshine department store is the richest, best performing, strong development potential and the best overall image of the brand in the whole province of Shandong.

Hisense Plaza: Hisense Plaza has opened the first precedent in the whole province. It has gathered a series of famous international brands such as LV, GUCCI, HERMES, PRADA, VERSACE, CARTIER and so on, and has positioned itself in "the best department store in Asia".

4 development direction

Paris spring: another 1~2 shops

For the Qingdao market, Paris Spring Square showed more confidence and ambition. In December 15, 2009, Paris spring Plaza parent company Spring Department store was listed on the Hongkong stock market. The new round of expansion and upgrading has been in the firing line. According to the spring department store's prospectus, 41% of its HK $3 billion will be used to open new stores, upgrade existing stores and acquire property in department stores. At present, the department store is planning to open 1~2 stores in the spring, and the advantage of forming a store layout in Qingdao will be the future goal of Paris spring Plaza.

Sunshine Department Store: value-added services to customers

It is understood that in 2010, sunshine department stores set up the gift center of the professional gift service department in the domestic department store industry, and the professional gift consultant tailored the annual gift plan to the customers according to the customer's gift requirement. Sunshine Department stores also launched more than 50 intimate services such as "one-stop return". Nowadays, VIP service specialists, cosmetics consultants and other professional service personnel have gradually become the unique competitiveness of sunshine department stores.

Hisense Plaza: expanding the provincial market

Hisense Plaza has strengthened its position through nearly 3 years of operation. With limited market capacity in Qingdao, the current high-end department stores industry has already had a saturation trend. If we want to seek greater development, we must attract more consumers in the province. In this respect, Hisense Plaza has already tasted the sweetness.

According to introduction, the hardware of Hisense Plaza was the most beautiful department store in Asia at the beginning of the reopening in 2008. This year, Hisense quietly changed one word to be "the best department store in Asia". Meng Fanzhen, general manager of Hisense Plaza, said that the difference between this word has put forward higher requirements. Hisense will pay more attention to service, brand and self building to meet the diverse demands of consumers, and "to provide customers with more things other than consumption".