Luxury, High Standard, General Merchandise Market Selection

"Sinking" two or three line cities are numerous nowadays.

The focus of brand strategy layout is addressing them as the most troublesome problem. On the one hand, they want to tap more demand, and on the other hand, they need to maintain "specificity".

The distress of luxury brand addressing has led high-end department stores to see business opportunities, and they have also entered the two or three tier cities.

But this is not absolutely good news for luxury brands. In the meticulous standards of shopping malls and bathrooms, luxury brands prefer to wait until they find enough shops that they think are good enough. Even though the luxury brands that have been settled before, they may quit because they do not match each other in the subsequent development process.

You know, a high-end department store can introduce even a big brand that Chinese consumers are keen on. It can drive the whole department store's investment and popularity.

Then, how do we choose the luxury brand? How can high-end department stores enjoy the luxury of luxury?

Luxury brand does not love "isolated island"

Compared with the relatively saturated market in the first tier cities, the high-end consumption power of the two or three tier cities has yet to be released.

It is no surprise to find a department store that can release 900 million yuan of luxury consumption in half a year like Hangzhou Tower.

Of course, this is closely related to the wealth of Hangzhou's consumers.

Usually, when luxury brands consider the potential of sinking cities, besides the local GDP, the accumulation of wealth is also a very important index.

Although Shenyang's GDP is not as high as Beijing, its wealth can not be ignored.

No wonder, in a short time, Shenyang has become a gathering place for high-end goods.

Shenyang has opened 5 high-end department stores this year.

Sometimes the development of cities in one place determines the number of wealth people in the area.

Take Ordos as a resource intensive city as an example. Last year, luxury brands began to "siege".

The high-end business circles have also been completed.

In addition, cities with location advantages are also the target of luxury brands.

Compared with other cities in the mainland, the number of high-end retail brands in Chengdu, as a southwestern Town, has obvious advantages.

At the same time, Chengdu's per capita disposable income also ranks among the forefront of many mainland cities.

Today, two or three cities, including Wuhan, Zhengzhou, Shenyang and Xi'an, have become the favorite brands of luxury brands.

The high-end shopping malls in these areas should be more likely to get the luxury brands, but Zhou Ting, President of the Institute of wealth and quality, found that the "isolated island" phenomenon of some two or three city high-end department stores is very serious.

That is, high-end department stores are like an isolated island, which is incompatible with the "ragged" and undeveloped environment.

In the mature market, the high-end department stores usually form a clustered consumption atmosphere and consumption status, and are equipped with high-end clubs, restaurants and other high-end forms, so that people and logistics are gathered in this large business circle.

But in some two or three line cities, even the location of high-end department stores and the distance from core areas are still good. However, because of the serious polarization of cities, the "isolated island" phenomenon of department stores is particularly prominent.

"Luxury brands pay great attention to the business form around the whole department store. If there is no atmosphere and climate of luxury consumption, a beautiful high-end building will not attract luxury brands. If the brand does not come in, it will eventually become a shopping mall."

Zhou Ting analyzed in an interview with reporters.

Layers of standard high-end department stores are not easy to do.

In addition to the surrounding business environment, high-end department stores' internal environment, brand structure, and services provided are all categories of luxury brand assessment.

Layers of rigorous assessment standards and even refined to high-end department store bathroom size and location.

Even if the luxury brand first met the location of the store due to the potential of the city and the location of the department store, then if the department stores could not match the various conditions in the development process, they would be retreated by the luxury brand's "dislike".

Last year, Tianjin came to experience.

(Hermes) the experience of returning shop.

Analysis of the reasons, Zhou Ting pointed out: "luxury brands are very realistic, if a department store does not bring enough people to the corresponding flow of people, and can not bring improvements to their business profits, they will quit."

This is also attributed to the display of many other famous brand shops in department stores. The complex and complex passenger flow does not match the high-end high-end Hermes.

For many old brand stores, if they do not upgrade their hardware in time, they will also be removed from luxury brands.

Last year, Gucci (Gucci) and Porsche (Porsche) of Qingdao sunshine department store were dismantling. The number of single brands is no longer the advantage of high-end department stores. Creating a lifestyle and attracting the influx of consumers has also become the focus of luxury brands.

Of course, the high-end department stores, which are not successful in Shanghai and other first-tier cities, can enjoy luxury brands like the two or three tier cities.

The industry found that it has become "strange" that Ji'nan has been making high-end real estate to Hong Kong. On the one hand, the brand is not high enough, and on the other hand, it does not attract many consumers.

Shanghai's Hang Lung has gathered many big names.

The same high end real estate in different cities will be so different? The industry insiders pointed out: "this is related to the operation mode of the mall itself.

The introduction of Gucci from the opposite side of Ginza in Ji'nan has led to Ginza's popularity. The key Ginza is the consumption of shopping cards. Many of the local people like to buy luxury goods with shopping cards. The commercial consciousness of Heng Long's free competition is definitely not suited to the local community.

It can be seen that understanding the consumption behavior and habits of the local high-end consumers, and adjusting their business operation mode in different cities appropriately, is also a must for high-end department stores.