A Glance At High-End Shopping Malls In Beijing, With Luxury Goods Piled Up

Rolex prices increased by 5%, CHANEL by 20%, CELINE by 200~1000 yuan... Luxury prices have begun to rise. Next year, China will surpass Japan as the world's largest luxury consumer. Numerous luxuries brand Prada, Burberry, Samsonite and other western countries luxury goods Some famous French wine sellers even listed pig's hoof and duck tongue as the best side dishes of Bordeaux wine.

For the high-end shopping malls in Beijing, although the overall environment is very favorable, the competitive pressure is also quite high. The competition with the regional high-end shopping malls, foreign purchasing agents, and the increasingly frequent overseas shopping of Chinese people all bring great pressure to the shopping malls. Even so, there are many followers who follow the trend one after another. Where to go, everyone shows their own abilities.

High end shopping malls in Beijing

Xinguang Tiandi: one of the shopping malls with a high star hit rate in Beijing, and the place where fashion trends are released. Fashionistas and celebrities dote on it. Ordinary people can also find suitable clothes here.

Huamao Shopping Center: a low-key high-end mall adjacent to Xinguang Tiandi, which focuses on customized services for small audiences. Almost every store in Chinatrade provides customized services.

Yaolai Xintiandi: It is a very special business form. All the goods sold in the store are agents of their own companies. Jewelry and watch brands are top international products. BURBERRY next to it is the largest flagship store in Asia.

Lufthansa Friendship Mall: Lufthansa Friendship Mall was officially opened in June 1992, and is famous for its priceless goods. But today, when luxury goods business is everywhere, the name of Lufthansa has already surpassed that of the mall itself.

Saite Shopping Center: Despite the threat of high-end shopping malls such as Guomao and Xinguang Tiandi, Saite Shopping still maintains good performance. Among them, the advantages of membership services are very obvious.

International Trade Mall: With the opening of the third phase of International Trade Mall, International Trade Mall has regained its voice. The opening of Page One in Singapore and the introduction of Belle Palace Cinema, JOYCE and other brands have attracted many young people's attention.

Beijing Yintai Center: a commercial center with luxury brands, conference and banquet facilities, Chinese and Western catering, modern fitness SPA and other world-class facilities as its main functions. Compared with the extensive advertising before the opening of other shopping malls in Beijing, Yintai Center is very low-key.

Jinbaohui: Located in Jinbao Street, the surrounding environment is high-end, with high-end places such as Hong Kong Jockey Club and Lijun Hotel. Shoppers are also mostly financial and business people, mainly male consumers.

Wangfu Peninsula Hotel: Although the boutique gallery of Wangfu Hotel is not a high-end shopping mall, its reputation is still the same. In recent years, there are still many famous brands on the shelves, attracting many gentlemen and celebrities.

Financial Street Shopping Center: Louis Vuitton leads the way to settle down, and Lane Crawford, the chief fashion store in Asia, has also settled down in the capital, especially the exclusive boutique fashion store in China.

Time famous department stores: positioning high-end boutique department stores, filling the gap in high-end department stores for the more mature community and high-end consumer Asia Olympic region. ?{page_break}

High end supermarket improves life taste

Japanese apples worth about 20 yuan each, Australian beef worth 300 yuan to 400 yuan per kilogram, and French red wine worth more than 1000 yuan per bottle are the mainstream commodities here. Some people even lament that boutique supermarkets are an extension of luxury shopping malls.

　　OL、 BHG， Two boutique supermarkets with the widest reputation among white-collar consumers in Beijing. Interestingly, OL and BHG stores in different locations show different configurations and statuses. This "suit local conditions" characteristic is completely different from the standardized modeling of ordinary supermarkets. If you want to buy authentic Japanese goods, go to OL in Donghuan Square because there are many Japanese enterprises in Donghuan Square. Many Japanese employees working in Chaoyangmen also choose to live near here, while Dongzhimen is closer to the embassy area and residential area, so there will be more foreign food and various spice shops. BHG on the first floor of Xinguang Tiandi in the CBD center sells PRADA, GUCCI ROLEX， So BHG on the ground floor has a cheese counter, which sells the highest and most expensive cheese. The salesperson uses English as the sales language.

In addition, boutique supermarkets will also attract consumers by holding high-end activities. Recently, the American Food Festival opened in all stores of BHG MarketPlace Boutique Supermarket. During this period, high-quality fruits, colorful snacks, all kinds of sauces, and all kinds of American wines from the origin of the United States gathered here, and professional chefs were invited to teach and produce exotic food on site. This weekend, the opening ceremony will be held at the Xuanwumen SOGO Store of BHG MarketPlace Boutique Supermarket, where you will be invited to enjoy the American hot dance performances, large-scale wine tasting and other activities. Enjoy the pure foreign "beautiful" food culture at the BHG MarketPlace Boutique Supermarket "beautiful" food festival.

Phenomenon 1

Luxury shopping malls and customers

Luxury shopping malls like to cluster, especially CBD. All members have a luxurious lineup. There are not only old international trade and Saite, but also new forces such as Xinguang Tiandi, Huamao, Yintai Center and Yaolai Xintiandi. The fierce competition can be described as hand to hand combat. It is clear at a glance which one wins or loses.

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International Trade Mall tries to broaden the customer level

There is no doubt that the International Trade Mall has been a symbol of identity and status for a long time. Celebrities are often photographed shopping in the Mall. However, with the emergence of a group of new upstarts such as Xinguang Tiandi and Yintai Center, how did the International Trade Mall respond? Miss Huang Xingling, Director of the International Trade Mall, told reporters that in 2009, the performance of the International Trade Mall was indeed affected to some extent due to changes in the economic and competitive environment. However, the opening of International Trade Mall Area 3 has brought the focus back. The opening of Singapore Bookstore Page One, Baili Palace Cinema, the first flagship store of high-end fashion retail store JOYCE in Beijing... More rich and personalized content will attract a wider range of consumers.

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Xinguang Tiandi is always full of freshness

The success of Xinguang Tiandi is obvious to all. Whether you go here on weekends or weekdays, you can feel the continuous flow of consumers. No matter how good a department store is, if it remains unchanged, it will lack freshness and attractiveness. Xinguang Tiandi has made a lot of efforts in this respect. When shopping, it is always full of freshness and countless surprises. The reporter was surprised to find De Beers, Audemars Piguet NIESSING、 New brands have been put on the shelf, and many big brands have been new in the last autumn. Here, there is always joy in keeping with the international fashion industry.

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Perfect service enjoyment of Yaolai Xintiandi

In many high-end stores, although the luxury goods sold are not discounted, the service quality is greatly discounted. But in Yaolai Xintiandi, none of this will happen, which can be called a real luxury service. If it was not for the settlement of the largest flagship store in Asia of BURBERRY, this black low building leaning on the side of Xinguang Tiandi would hardly attract everyone's attention. It was not big at first, and was occupied by BURBERRY for most of the country. But after entering, it was another world. The store covers an area of 3000 square meters and has four floors underground and above ground. In addition to the BURBERRY flagship store, there are luxury brands such as Parmigiani, Richard Mille, Dewitt, Boucheron, Davidoff, the world's top cigar brand, and Sparkle Roll Fine Wine, the largest red wine cellar in China. It is reported that Yaolai Xintiandi has a special business form, and the high-end brands sold in the store are the agency brands of their own companies. They frankly said that it was because the entrance fee was too high that they started their own store. They have their own fixed source of customers, so although there are many strong players around, they still earn a lot. What impressed the reporter most was the considerate service here. When visiting the red wine cellar, the temperature is low, and women may wear thin clothes in summer. The mall specially prepared a large shawl for guests, but it is still BURBERRY!

Phenomenon 2

Men prefer to buy luxury products

According to the consultant of Bain&Company, in 2010, Chinese male consumers spent more than 7 billion yuan on high-end ready to wear, while female consumers were second, spending 2.8 billion yuan. In our traditional concept, women are more willing to spend money and more like shopaholics, but in fact, when it comes to luxury goods, men tend to have more purchasing power and boldness than women. The analysis shows that women's purchase is characterized by a large amount of purchase, but most of them are image decorations. The price is not expensive, and the main purchase is volume. The purchase characteristics of men are just the opposite of those of women. Men buy less, usually as status symbols, and the price is more expensive. This fact is also confirmed by the brand. According to Coach, a leather goods retailer, 45% of luxury handbags and clothing accessories in mainland China are purchased by men, compared with 15% globally. Gucci and Bottega Veneta are studying whether to set up men's stores in China.

In China, men's handbags and wristwatches are symbols of social status, second only to cosmetics and perfume in luxury consumption. And these are almost all purchased by men. (According to a study by Hurun Report, every millionaire in China has four famous watches.)

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Customized Huamao Shopping Center serves only the minority

When shopping in Huamao Shopping Center, almost every store has special customized services. For customization, men are the most demanding. Big brand clothing can certainly attract the attention of high-end people, while customization and hand sewing are the favorite of today's new rich. With the development of industrialization today, the scarcer the more precious the clothing is. Men should be independent in their career, and their daily clothes should also play their own strengths, highlighting their personality in a low-key manner and reflecting their distinctive good taste. SHARMOON brand, high-end mass customization (MTM) inherits the pure Italian origin of its joint venture shareholder Ermenegildo Zegna. The process adopts the world's top general hemp lining process, giving consideration to the crisp appearance and comfort of wearing. Through the collection of up to 24 basic data of the human body, the perfect understanding and mastery of different body shapes are ensured to the maximum. The brand AutaSon originated in 1871. The exquisite hand sewing process, combined with European fashion elements, created the noble and elegant appearance of AutaSon men's clothing, showed the owner's extraordinary temperament, and defined the essence of luxury with comfort and comfort.

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Jinbaohui men are more willing to spend money

Jinbao Street is home to high-end properties such as Hong Kong Jockey Club, top car stores and Jinbao Huilijun Hotel. It is certain that the crowd here should be one of the gathering places of high-end business people in Beijing. According to the staff, more men come to Jinbaohui for shopping. KITON invites Italian gold medal tailors to Jinbaohui store to customize for customers every year; Clariani currently carries out membership activities; Italian leather goods brand Artioli, the third generation of family heirs will customize leather shoes and leather goods for Jinbaohui VIPs; In addition, VERTU mobile phones are sold very well. Although the traffic volume is small, the unit price is high. In addition, the art space of Jinbaohui often holds some art exhibitions, which attracts the attention of many high-end people. ?{page_break}

Phenomenon 3

Youzhi Shopping Mall gradually turns to second and third tier cities to seek gold

For urbanites living in first tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, it is common for them to go abroad for shopping and purchase on behalf of others. Cosmetics and luxury goods are almost all bought abroad, which will inevitably have an impact on local high-end shopping malls. Although there are still high-end shopping malls ready for business in many places in Beijing, many people of insight and brand names have targeted China's second and third tier cities.

According to the World Luxury Association's 2010-2011 Survey Report on Chinese Luxury Consumption Cities, the top three luxury consumption capacities in China are Hangzhou, Wenzhou and Qingdao. Louis Vuitton, a French luxury brand, has opened 27 stores in 22 cities in China, including second and third tier cities such as Changsha, Xi'an, Qingdao, Xiamen, Wuxi and Wenzhou, while Ningbo and Hangzhou gather almost all international luxury brands.

Roger Farah, president of American top luxury brand Ralph Lauren, said at a luxury forum recently that consumer demand in many second and third tier cities in China is releasing. In addition to increasing investment in first tier cities, new markets must also be opened in these places. Many luxury brands have begun their own strategic layout.

In addition to the layout of first tier cities, luxury brands first saw huge purchasing power when they entered second and third tier cities. China's rapid urbanization and the wealth growth outside the big cities have bred a large number of luxury consumers in second and third tier cities. From 2008 to 2009, more than 60% of China's luxury consumption growth came from second and third tier cities such as Zhuhai, Shaoxing and Wuxi. According to a McKinsey survey, Beijing, Shanghai, Shenzhen, Guangzhou and other cities currently concentrate about 30% of the rich in China. However, by 2015, 75% of the rich will live in second and third tier cities and some non coastal cities. Second and third tier cities will be the main battlefields of luxury consumption in the future, which is also the main driving force for many luxury brands to seize the second and third tier cities in China.

Another important reason is that residents in second and third tier cities may not be as convenient as those in first tier cities to go abroad, so they have a strong demand for foreign luxury goods.

Instead of sharing the cake, make it bigger

Huang Xingling, Director of International Trade Mall

It is undeniable that there are more and more high-end malls in CBD area, and many people are worried about whether the competitive pressure will be too great. However, I believe that competition is a good thing, which can promote the innovation and novelty of each shopping mall. Only by introducing more brands and service facilities can the shopping mall have personalized and differentiated development. Instead of sharing the cake, we made it bigger. Foreign advanced experience also tells us that competition is a good thing for businesses, brands and consumers.

For all shopping malls, it is an indisputable fact that the shopping area is shrinking and the leisure and entertainment area is expanding. Due to the impact of online shopping, the mall is no longer a simple shopping place in the original sense, but a place for friends to gather, chat and relax. While meeting everyone's material needs, spiritual needs are equally important. Maybe it's more fun than online shopping to buy a dress after a cup of coffee, or to visit your favorite brand stores before the movie starts.

Four conditions are required for the success of shopping malls

Zhao Xiaodong, President/Vice Chairman of Yaolai Group Co., Ltd

A successful business requires four conditions:

First, the transportation should be convenient;

Second, the proportion of the complex is clear. There is no lack of passenger flow in shopping malls, hotels, office buildings, apartments and commercial complexes;

Third, department stores should do a good job, although now SHOPPING? There are many malls, but department stores still have Chinese characteristics. Take discount coupons as an example, SHOPPING? MALL is not as easy to operate as department stores. SHOPPING? MALL is a single business, but department stores can integrate resources for unified operation;

Fourth, the sales of cosmetics are very important. In the Beijing market, cosmetics are very strong in all stores with good sales.