Luxury Goods On Guangzhou's Gorgeous Wedding Dress

Since 4 and May this year, Gucci and Hermes opened the new store in Libai square. The competition of Guangzhou business has entered a new era of "famous store competition". The newly opened LV flagship store has reached 1800 square meters. At the same time, dozens of international first-line brands such as Chanel, Dior, MiuMiu, Tiffany& Co, Omega, Prada and so on have been introduced. The Plaza is attracting four brands of Inditex group, namely, Bershka, Prada, and Chanel.

international famous brand It always attracts eyeballs, but the Guangzhou shopping mall, dubbed "luxury desert", has been transformed into "gorgeous transformation" overnight. "Careful study will find that MiuMiu and AgathaRuizD eLaPrada are Prada's secondary lines, D K NY is DonnaKaran's deputy card, a good brand in a few cases, and the Deputy card thousands of pieces." Liu Hui, chief retail consultant of Zhao Yi, told Nandu reporters that the business of luxury investment is very deep and there are many rules in it.

The big brand has gradually become the "standard" of the property of the shopping mall, so that the commercial real estate operators can not stop it. While an international brand investment fee tens of millions, let them "want to retire" and confuse the principal and subordinate brands, it seems that the situation is inevitable or taken for granted.

　　 The difference between the positive and the inferior cards is different.

At the moment, Guangzhou's commercial market investment is a wonderful combination of clouds and rain. 。

"Tai Koo estate operated successfully in Hongkong. square And the name of the world, its project in Guangzhou "Taigu Hui" to carry out bundling investment - LV if they do not follow its pace of development, stationed in Tai Koo Hui, then, please LV also from Hongkong Taigu square withdrawal. Deng Guojian, chairman of China's commercial real estate, one of the ten big traders, yucca business operation director, told Nandu reporters that L V believed that the new opener, regardless of personnel, goods or environment, mostly had an imperfect side. At least 3 months' adjustment period would take into consideration. After 2 months of trial operation, Tai Koo Hui opened its LV flagship store and attracted a number of international first-line brands, which can be regarded as the victory of the success of the game between Swire and real estate brands.

Nevertheless, Tai Koo Hui had previously held G UCCI. Hermes Nearly successful, but not cold by Guangzhou Libo square sniping, the latter first in 4 and May this year, Gucci, Hermes new shop, "we also introduced D K N Y", Libai square responsible person revealed. Under the fierce offensive of competitors, the "top luxury" army, which is advertised by Tai Koo Hui, has also adulterated the "puppet army", such as MiuMiu and Coach.

Of course, it is confusing the brand name and the international second line brand. DKNY is the Deputy brand of Donna Karan; the Pearl River New City Sun City introduces Agatha Ruiz De La Prada as a sample of Spanish brand Legion; the 5 parking apron has previously considered Casa Milano, including Armani, and Casa, etc., while the brand is the Deputy card.

"Good GiorgioArmani in a few cases, the Deputy card Armani three thousand or four thousand pieces, Shanghai can also play half price, the difference is like shark fin dinner and shark fin rice." Liu Hui, a retail consultant at Zhao Yi, told Nandu reporters that the introduction of the top luxury brands was too expensive, and the luxury brand combination was too difficult to recruit. What should we do?

　 The "big name" of international big names

The big move of the licensed and Deputy cards may solve the vacant crisis of local shops and transfer the investment cost for commercial real estate projects. But the top luxury brands bring the appreciation effect to the commercial property. "Once the mall fails to recruit the top brands, the international second line brand will have no tiger in the mountain, and the monkey is called the king." In Liu Hui's view, "famous shop investment" or "win the bid" or give up, there is not much room for maneuver.

There are many rules. "Whoever is next to anyone and who is back to each other must not be able to make any mistakes in location ranking, especially when the LV of LV M H group and Gucci of the peak group are the most white hot. Their demands are often overwhelming." Zhu Zhiwen, who has been engaged in luxury investment promotion for many years, told reporters in Nandu that "additional requirements" include municipal engineering transformation, landscape construction and so on.

And only focusing on the same level of international brands, all the conditions are "harsh". "Under normal circumstances, L V's investment agency fee is 2 to 3 million for each brand. The cost of decoration is subsidized by developers, about 20 thousand yuan per square meter. Besides, the first batch of preparation for the opening of the business must be bought beforehand by developers. In rough terms, the cost of investment for a L V brand will be at least 40 million, while the agency fees of the four major companies such as the first Pacific Davies and Jones Lang LaSalle may double. Liu Hui told reporters that this is only the beginning of burning money. After entering the field, luxury brands still have huge activities and advertising expenses, which will require developers to share together.

"Once the performance of the property owner is not as good as expected, luxury brands may withdraw at any time. The so-called cooperation offer is almost a waste paper." Therefore, some agencies know that the project can not afford the "big card", will still flicker the investor to do project research first, and sign the contract to collect money. Familiarity with luxury investment insider Chen Hui (pseudonym) gave an example to reporters. A luxury brand discovered that the municipal roads in front of the mall were stall, and threatened to "close the door and withdraw", and asked the owners to clear the stalls. As a result, the mall has hired several security guards to intercept hawkers, and it also has to pay 1 million 400 thousand yuan for the 7 days' loss of business.

　 "Value" of intermediaries

Why do commercial real estate investors not bypass the intermediary organizations and directly negotiate with luxury brands group?

You know, "there is no direct interest relationship between luxury brands and real estate developers. It is impossible for them to come personally to see whether business projects have investment value, but rather" professional matters to professional people. " Ouyang Kun, C E O of the World Luxury Association, admitted to reporters that luxury brands will never refuse the invitation of developers, but will only try to avoid it.

Chen Hui picked the words more clearly, "luxury brand shop scheduling, hardware and software standards are all on the table provocation, and truly promote cooperation is achieved by" artificial ", the value of intermediaries lies in" can send sincerity Jin Anquan to the operator. "

The space of the "black box operation" here is that international brands need to be approved by the internal layer by layer, and the procedures are complicated. In fact, even Taiji, which is rich in international business resources, has signed a cooperation agreement with the famous international leasing companies such as first Pacific Davies and Jones Lang LaSalle.

"Millions of agency fees are allocated to intermediaries only. 25%., if there is a deep relationship between the organization and the brand, it can also get the 8%-12% decoration fee back for the owners." Liu Hui further explained that the so-called "man is not as good as the sky", including the four big institutions, most of which can only complete 80% of the international line brand investment task for property developers.

As a result, the increasingly shy and hungry investment developers in the capsule began to reduce their investment targets. The confusion between the deputy and the Deputy brands seemed inevitable or justified. {page_break}

　 Industry perspective

Deng Guojian, chairman of China's commercial real estate, one of the ten big traders, yucca business operator:

Our current process is "inverted".

All our commercial real estate projects and shopping centers are now reversed. First, we should copy "Europe, America, Hongkong and Japan" and then go for investment. The fact is that we should start with the functional planning and the refinement of the format. After we finish the plan, we will set the consumer behavior habits of the customer base well. Then we will make the project according to this demand, and let the target brand run after the project. Otherwise, the "high-end" will be fixed in the early stage, and the operating cost of the investment will exceed the budget substantially. Mei Mei department store, Beijing China World Trade Center and so on are typical cases. The luxury army on the first floor is luxurious and its scale is huge. But the three or four floor is still not vacant?

　　 Liu Hui, chief consultant of Chao Yi retail,

Who will become "cannon fodder"?

In 1996, China's business was overcrowded, and many big projects went bankrupt. The blowout trend of shopping centers is even more crazy. In the next four or five years, with the concentration of shopping centers, the market will be too saturated in a short time. A conservative estimate is that 20% of the shopping centres will be eliminated. Now we are concerned about who will become a "cannon fodder". It is generally believed that the brand structure is too common, and the lack of innovation will be the first thing to go out. Because of this, the famous shops of foreign merchants have become the "standard" of the shopping malls.