Once Again, Foreign Capital Stores Will Be Pformed.

Huge consumption potential and strong driving force of growth make Guangzhou retail market once again become a spotlight point. Foreign retail brands are adjusting their strategy to make collective efforts again.

A few days ago, Maxvalu, China's first high-end store in Guangzhou, is expected to open at the end of the year. 15 years ago, due to poor performance, Beijing's Lafayette department store came to the second store in China.

Insiders pointed out that after the 2010 Asian Games two years of market peek, many foreign brands believe that has entered a good opportunity to enter the ear.

At the same time, reporters learned that some local shopping malls have begun to make changes, such as Tianhe and Zheng Jia, have been frequently low-end formats and traditions.

Brand operation, the introduction of some new high-end brands, low-end format relocation tide, Guangzhou core business circle will soon change.

Is the opportunity for foreign investors to enter the market?

"Before the 2010 Asian Games, many foreign brands sent out Guangzhou signals, but always" thunder and heavy rain. "

Deng Guojian, President of Guangzhou Liancheng Investment Co., Ltd., said that after two years of market peek, foreign brands finally believed that they had a good chance to enter the market.

The reporter understands that following the first visit to Guangzhou by the 10 yuan store of "Da Chuang life hall" of Japan's big innovation group, another Japanese retail giant Yong Wan Group Co invested 80 million yuan with MITSUBISHI food, Japan's largest food wholesaler, and set up the first China store in Midea store, located in the Pearl River new sun Xintiandi shopping center, with an area of 2500 square meters. The introduction of Japanese characteristics merchants and products is expected to open in December this year. According to the overall plan, in 5 years, Midea will set up 100 branches in China.

The French Lafayette department store, a low-key evacuate China, killed a return gun and announced a strong cooperation with I.T fashion group in Hongkong. It also said that it would open 10~15 home in the Chinese market in the next 3~5 years. Recently, its second shop in China will be located in Guangzhou.

Andrew Keith, President of Hongkong's lac Crawford division, also announced that the expansion of the mainland market will start next year.

Messi store, the largest retail department store in the world, has entered the "curve into China". Recently, it has injected $15 million into a luxury website, Jiapin net, and will sell its own brand goods in the special area of the shopping platform.

According to the insiders, with the opening of many commercial properties in Guangzhou this year and next, foreign brands will contribute to the Guangzhou market.

Huang Wenjie, executive director of the Guangdong provincial Circulation Industry Association, said that in the second half of this year to the first half of next year, Guangzhou will have at least 800 thousand square meters of new projects listed, including the new sun Tiandi of the Pearl River New Town, the four seasons M ALL of the high German land Plaza, the two or three phase of Huacheng Hui, the western city of Liwan District, the Austrian Garden Plaza of Panyu District, the two phase of Hai Ying and another city plaza, and Tianhui Square Shopping Center.

"Despite the slowdown in China's economy, it is still a favorite among overseas retailers."

Huang Wenjie analysis shows that China has a large population base and rapid growth in private wealth, and consumption is in its growth stage. "Compared to Beijing, Shanghai and Guangzhou, the market has long been short of well-known high-end foreign brands, and the potential of high-end market is bigger."

According to PWC's 2012 Asian retail and consumer goods industry outlook report, China's annual retail sales will continue to grow in the next three years, and will exceed US $5 trillion and 500 billion in 2015. China's retail sales growth rate ranks first in Asia.

The Guangzhou municipal government recently released data showing that in the first half of the year, Guangzhou realized GDP of 621 billion 300 million yuan, an increase of 8.3% over the previous year, which is 7.8% higher than that of the whole country.

According to a survey, there are 250 thousand people in Guangzhou who earn more than 300 thousand yuan a year.

Reporters also learned that the Guangzhou business development report, jointly prepared by the Guangzhou Academy of Social Sciences and Guangzhou Municipal Economic and Trade Commission, also put forward that the high-end will continue to be the development orientation of Guangzhou's commerce this year. It will focus on Paris's "old Buddha" and "London harrow" and other world famous merchants, and encourage and reward the international first-line brands.

Core business circle usher in low-end format "relocation tide"

Reporters noted that the new shopping centres opened in the next two years have announced that their main store is the first to enter the brand new high-end brand in Guangzhou, instead of the past hundred, friendship and Tianhe City.

"Consumers are tired of traditional department stores.

Stationing is conducive to enhancing the vitality of business circles.

Deng Guojian said that developers hope to use new elements, new brands and new functions to enhance customer attraction, so we can achieve differentiated operation from the starting point.

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Peng Qiang, vice president of Guangzhou Commercial Economics Association, believes that the new high-end brands entering Guangzhou's first station are aiming at the core business circle, which is promoting the adjustment and change of Guangzhou's business pattern.

"In the next few years, the low end format of Guangzhou's core business circle will usher in a" closing tide "or" relocation tide ".

Peng Qiang said that a number of high renting mode of business will be built on a large scale, which will promote the competition and upgrading of the core business circle that has already been white hot.

And reporters learned that since last year, Tianhe business district, the old shopping mall Tianhe and Zheng Jia, have been operating frequently to low-end formats and traditional clothing brands.

Tianhe City evacuated many years of cooperation in Wanning, making room for the introduction of Spanish fast fashion brand ZARA, recently introduced the French big name Givenchy on the first floor, as well as Inditex group's high-end designer brand Massimo Dutti, and Armani's leisure series Armani Jeans, Versace's Versace Jeans, big's husband Wang Xiaofei's South Beauty Restaurant to enter Guangzhou's first branch will also be stationed.

In the past two years, Zheng Jia Plaza has been in the fast fashion and catering industry. It has introduced the brand of fast fashion INDITEX group and opened the first store in Guangzhou.

Huang Wenjie said, from the present point of view, the new brands entering Guangzhou can be roughly divided into two categories. One is that they have not entered China before. But they have been in operation abroad for many years, and have brand awareness, maturity mechanism and operation means. For example, the Japanese high-end supermarket, Midea Lok Lok, has been extended to more than 600 stores in Japan. The other is to adapt to the new brand created by the market, the business method is the first place, and the brand influence is the second, such as the 10 yuan living museum, which adapts to the current economic situation and enters Guangzhou.

"Compared with most of the existing brands in China, old Buddha's department store and Messi department store are easy to be accepted by consumers or become the core business circle upgrade providers through their world-wide popularity and 100 years of operation experience."

Huang Wenjie said.

Industry perspective

Multi format combined boxing is more insurance.

Foreign brands are becoming more and more brave and aggressive. But recently, the Pacific department store's failure to evacuate Beijing and TASTE from Shanghai is also a wake-up call for the industry.

"It is not easy for foreign retail to enter the Guangzhou market. Copying international practices is not necessarily feasible. Taking risks is inevitable. We must study the habits and customs of local consumers and innovate in formats and services."

First commercial network Huang Huajun also said that many fresh high-end brands, consumers on their positioning, price and style need a certain time of cognition; in addition, can we pick up the fashion, but also depends on the size of the brand and stationed in commercial areas.

Huang Wenjie said that these foreign brands are entering the core business circle of Guangzhou, which can be shared with the existing stream of people, and can obtain more favorable rental conditions with the brand influence. But because of the need for a period of market cultivation, "the implementation of multi format expansion, the combination of high-end supermarkets or department stores, shopping centers, even convenience stores and discount stores, and the implementation of differentiated development will be more secure."

Journalist observation

The battle for retail trade at home and abroad is just beginning.

Foreign supermarkets, with their strong capital, new format, advanced technology and management experience, have been rapidly expanding their territory in the Chinese market in the past 20 years and become the object of observation and imitation by later generations.

However, the hidden danger brought by rapid expansion is also constantly emerging. The contradiction between price fraud, food safety and zero supply has been exposed frequently, and its image has gradually fallen from the altar.

On the other hand, some domestic supermarkets, while bringing in foreign management talents and cultivating local talents, gradually gained market recognition through training their internal strength and contended with foreign supermarkets.

I believe that when foreign retail market is weak, the strategy of collective adjustment of foreign supermarkets in China will not be as smooth as ever.

First of all, it will be blocked by the local retail giants, and it will be difficult to fully enjoy the "super national treatment" when it first entered China. Secondly, the stores signed by foreign capital supermarkets will expire, and the renewal rent will be faced with the cost pressure of high rents. Moreover, with the different consumption habits of different regions in China, how to quickly localization is also a difficult problem that can not be solved.

In addition, competition among foreign-funded retail enterprises is also intensifying.

Under the attack of internal and external markets, how to make innovations in the operation of foreign capital supermarkets and management services is the key.

Maybe Guangzhou.

Foreign competition for the site has just begun.