Old Buddha Two Went To Beijing: Strong And Strong &Nbsp; Well Prepared.

　　 Old Buddha came to Beijing: one year without acclimatization break the spear

Carved colored glass, mosaic gold painted windows, colorful and resplendent, this is known as a luxury shopping paradise by tourists from all over the world, the flagship store in France, Paris, France, Paris, Oscar Avenue, France. As one of the largest retail groups in Europe, the French luxury department store Lord Buddha was born in 1893, next to The Paris Opera House. It was a hit by Byzantine luxury court decorating. Lord Buddha first advocated shopping for enjoyment in the world. management idea 。

The old department store, which has 96 departments in Paris Avenue, is the second largest place where the French flow. Only eight million times a year in Eiffel Tower, the number of luxury goods flows from here to the world. There are many Chinese tourists.

"Eleven golden week, the LV team of Lafayette department store is all Chinese tourists. It is estimated that it will take more than an hour to enter the store. This year's golden week, netizens posted on micro-blog's post is enough to show that the store is being sought after by Chinese tourists.

However, in the near future, Chinese shopaholics may not have to go to Paris to sweep goods again, because the first Asian store in Lafayette department store will be located in Xidan commercial street, Beijing.

In fact, Lord Buddha was not the first time to go to Beijing. As early as 1997, he had tried to enter the Beijing market and opened a shop in Wangfujing, known as golden street. With China's reform and opening up to 20th anniversary, China's overall economy has been developing at a high speed, attracting Cartire,

Big brands like Vuitton, Burberry, Chanel and Gucci have landed in the mainland market and opened stores in all the first tier cities, though few consumers could afford them at that time. With keen commercial sense of smell, Lord Buddha has also cast his eyes on the emerging consumer market in the mainland of China.

But reality is more brutal than imagination, less than a year. The Buddha He was forced to close the Beijing store because of a disorderly operation and never entered the Asian market again. Talking about the cause of this phenomenon, Yang Min, a researcher at the luxury research center of University of International Business and Economics, said: "the acclimatization of various aspects of the market and experience, as well as the prediction error of China's luxury consumption ability at that time, has led to the collapse of Buddha." Yang Min said that the Chinese consumers at the end of the 90s of last century did not have enough consumptive capacity for the old luxury goods stores such as the old Buddha, or a lack of interest in consumption. The vast majority of competent consumers are still ignorant of luxury consumption. The whole family's shopping together in Xidan shopping malls and department stores is the most important high-end retail consumption mode for Beijing residents.

Laurent Chemla, managing director of Asia Pacific region, also blamed the failure on the market at that time. "13 years ago, I stood on the streets of Xidan and photographed all kinds of Chinese dressing and dressing. To my regret, the number of fashion people in my mind is very few. "

In addition to the ignorance of Chinese consumers' attitude towards fashion, there was also the reason why the policy was limited: because foreign retailers couldn't sell their own businesses, Lord foe could not find a local company that had no experience in operation department stores and was not open enough. {page_break}

　　 Old Buddha two goes to Beijing: Strong combination Prepared

Before he returned to the Chinese market, he had done his homework. The site selection team of old Buddha found that in the three years since the end of the 2008 Beijing Olympic Games, Beijing has developed into the most active luxury consumption system in the Asia Pacific region. With the internal statistics of old Buddha's department store, Chinese customers have taken up the French territory. Turnover 10. The World Luxury Association's 2011 latest report also shows that the total consumption of luxury goods in mainland China last year has reached US $10 billion 700 million, accounting for 1/4 of global share. China is expected to overtake Japan in 2012 to become the world's largest consumer of luxury goods.

"Unlike the last policy, Lord Buddha not only invested himself, but also opened his own business." Yang Min said. In order to reduce the risk of entering the Chinese market, and to cope with the acclimatization, Lord Buddha also found himself a partner in Beijing consumer market, Hongkong I.T fashion group.

The IT group has been recognized by the world's first-rate department stores for its purchasing power. Shen Jiawei, his founder, earned the first barrel of gold by selling British brands in Hongkong. Martin shoes and British version of Levi's jeans were mainly driven by him in Hongkong 20 years ago. After that, Shen Jiawei created brilliant sales results with Alexander's Alexander McQueen and Wakubo Rei Garcons Commedes.

At the end of October 2010, the French French department store and I.T invested 50 of the joint venture to jointly develop the business of Lord Buddha in China. Lord foe has always been regarded as the leader of the buying system in the clothing industry. However, whether he was himself or another first class buyer's shop, Lian KAFO had suffered setbacks in the Chinese market several years ago. At least in China, I.T has become the most capable clothing company.

In addition to joining forces with I.T, Lord Volkswagen's public strategy and customer service is a new strategy for its operation in China. Paul de lauwood, President of department store, said that the Xidan store will provide consumers with different prices, types and personalities.

In fact, as early as July this year, Lafayette department store opened the "China shop plan", and in the next 3~5 years, there will be 10~15 family "old Buddha" department store in Shanghai, Hangzhou, Macao, Tianjin, Chengdu and other cities except Beijing.

Renting the Xidan square, which covers 48 thousand square meters of Xidan North Street, and claims to build a department store with the concept of "brand-new department store", it opened in 2013 and became a new landmark of Beijing department store.