Luxury Sales In Supermarkets Can Be Regarded As A Counterattack.

Luxury goods entering the supermarket can be described as "cock wire counterattack", but in fact it is just a gimmick. Moreover, Hangzhou Century Lianhua peace shopping center can "break through" international practices and social consumption habits, successfully attract luxury consumption crowd, and rely on another unknown secret weapon: the group has only 2 million cardholders in Hangzhou alone.

A supermarket in Hangzhou also sells Europe's top luxury goods. Not long ago, the news spread like wildfire in the retail industry. It is said that luxury goods sold in supermarkets at Lianhua peace shopping mall in the century are famous, including 7 well-known brands, including Gucci, Prada and Armani. To get these big players in, the shops cost a lot. What is the reason why supermarkets that sell fast food products are linked to luxury goods? This is a bold innovation in the retail industry during the downturn. Is it merely a commercial speculation?

Last century, Lianhua shopping mall is a commercial complex with an area of 40 thousand square meters. It is a one-stop shopping mall integrating large-scale supermarkets, fashion department stores, catering and service functions. According to the Hangzhou Century Lianhua Chinese business group's own statement, the hand holding of the famous department store in Italy for the first time to test the sale of luxury goods is a bold attempt of the group's supermarket upgrading and a new exploration of the whole country's supermarket format.

The luxury shopping area of peace shopping city is authorized by MarioBruschiS.P.A, a well-known department store in Italy. This is a brand Licensing companies with many European famous brands. Prior to that, the company only settled in department stores and five star hotels in 4 domestic cities. This "peaceful" shopping mall is believed to be the first time that Europe has been working with supermarkets. The city is located on the first floor of the peace shopping mall, with an area of nearly 1000 square meters. There is no two shopping style and shopping environment. Here is a relatively independent stadium, with three entrances and exits, and shopping trolleys in supermarkets can not enter.

From the above media description, the sale of luxuries in the peace shopping mall is obviously not really a luxury in the supermarket, which is specially designed to open up a certain area in the supermarket, which is totally different from other goods in two categories. Instead of building a luxury area in the building, strictly speaking, it is not sold in the supermarket, but the shopping center entrust another person to manage. Although the identity of the shopping center and the supermarket is two, the businessman deliberately claims to be a luxury store in the supermarket, which is somewhat confused with the concept and eye attraction.

In fact, there is a distinction between this area and luxury stores that are located in high-end department stores. This area is run by independent agencies, not all luxury brands. Retail expert Ding Liguo believes that the sale of luxury products by the Century Lianhua shopping mall is based on the introduction of a multi brand buyer set store mode. Compared with the traditional introduction of the flagship store mode, there is no need for trade authorization, and only sales authorization can save much trouble. Moreover, buying foreign goods is relatively cheap, and the purchase price will not be higher than that of the flagship store, so that the gross profit can be controlled.

In recent years, the sales momentum of international luxury goods in China has begun to slow down, but that does not mean that they are willing to lay down their positions. This Hangzhou business "breakthrough" is more like a supermarket operation mode of a kind of flexibility and flexibility. Luxury goods entering the supermarket itself will greatly reduce its brand image, and luxury goods have a higher threshold for the purchase system of supermarkets, so it is difficult to reproduce the overall format.

Luxury goods entering the supermarket can be described as "cock wire counterattack", but in fact it is just a gimmick. Moreover, the Hangzhou Century Lianhua peace shopping center is able to break through international practices and social consumption habits, and successfully attract the luxury consumption crowd. It also relies on another unknown secret weapon: the group has 2 million cardholders in Hangzhou alone. These people hold the Lianhua supermarket shopping card, which is acquired through various channels (such as unit welfare group purchase or business gift gift, etc.). They can directly purchase their luxury goods by card. For them, they both go shopping and buy some luxuries.