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Luxury Nuggets Two Or Three Tier Cities

2013/7/30 18:27:00 58

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Luxury Brand Building Two Or Three Line City

Why does p? A href= "http://www.91se91.com/news/index_c.asp" > luxury brand < /a > become more and more popular? Why is the declining place? Where does the evacuated store go back to the ground? What changes have taken place from luxury to lonely the Bund in the past 10 years with luxury goods?

the Bund 10 years prosperous scenery boundless /p >

even if it is not in the boom today, there are not many noble and head shopping malls under the luxury brand, but the Bund did it 10 years ago.

the Bund is located on the Bank of Huangpu River in the center of Shanghai. The 26 building exhibition groups along the Yangtze River are a shadow of Shanghai in the past century.

2003, < a href= "http://www.91se91.com/news/index_c.asp" > Armani < /a > choose the Bund No. 3 as the first store address to enter China.

At that time, it gained a total area of 1100 square meters.

In the years after 2004, with the constant release of China's luxury consumption energy, international brands began to favor the Chinese market.

The unique cultural styles of Gothic, Rome, Baroque and other European style brands are the same as those of European brands, making the Bund a valuable place for luxury brands to compete for.

the HouseofThree company operating the Bund No. 3 is mainly self operated in its business mode, with only a small number of shops for rent.

Alan Heppborn, executive director of AlanHepburn, recalled that he had found many big brands at that time, but he could not make room for them.

Having a place in the Bund became a symbol of brand identity.

"When you want to enter the Bund, you can't afford rent."

Hong Shuhui, director of the service department of Gao Li international shop, told reporters.

At P, the most luxurious fashion brand in the world can be seen everywhere in the Bund.

Cartire (Cartier), Zegna (ErmenegildoZegna), Patek Philippe (PatekPhilippe) and Boucheron (Boucheron) entered the Bund No. 18, and Du Gabbana (Dolce&Gabbana) flagship store supported the front of the Bund 6.

Busy is not just luxury goods, high-end restaurants and high-end leisure also influx.

like Paris's < a href= "http://www.91se91.com/news/index_p.asp" > Champs Elysees < /a > street and Fifth Avenue of New York, the Bund at that time seemed to be the new landmark of top luxury goods.

when big cards no longer need gorgeous windows, /p >

with the expiration of the 8 to 10 years' lease, some brands began to reconsider the value of the Bund.

"P" once, big cards are called "the Bund" the famous window and "advertising".

For those brands that have just entered China, the beautiful windows in the Bund are just like a key to open the market, so that they are quickly known.

Nowadays, the brand is considering more problems such as rent cost, customer price and shopping space creation. The Bund is obviously unable to meet these needs.

opened the modern version of "the Bund No. 3" of luxury in the Bund. At present, there is only one German luxury brand MCM that has recently become a new favorite for young people in China.

Famous brands such as Giorgio Armani (Giorgio Armani), Du Gabbana (Dolce&Gabbana), HUGO BOSS, Patek Philippe (Patek Philippe), Boucheron (Boucheron) have all been withdrawn.

there is a view that the big name "escape" stems from excessive rent and the current downturn in the domestic luxury industry. However, Deng Yide, executive director of the Bund, said in an interview that there was little relationship with rent. "In fact, we are not expensive at all, and the rents in Nanjing road and Huaihailu Road are far higher than those in the Bund."

The problem is that the performance of the two or three tier cities is better than that of Shanghai, which is better than that of the first tier cities.

Even if I don't want money, would they like to come? "" some big brands no longer need to use the platform of the Bund to promote them, and now China's domestic environment has made them all ready for their achievements. "

When luxury brands put their sights on the renminbi, the Bund's position is very difficult.

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< --EndFragment-- > "although the past few years, the government has been interested in building the Bund into a functional area of life.

However, it is undeniable that in terms of the current situation in the Bund, it is still dominated by finance and tourism.

Large passenger flow is not conducive to the development of retail industry, retail and tourism are two different things.

Moreover, a large number of tourists and parking problems make the Bund's whole region uncomfortable.

Deng Yide said, "you know that Shanghai people will not come to the Bund on weekends, because they can not park at all.

Those who come to buy things who want to find a parking space for half a day and finally walk on high heels to the Bund? "This is totally out of place with the large shopping malls," Fabio said.

"next year's situation may be even worse."

Deng Yide told reporters, "next year's other brand contracts will also expire. We are prepared for the worst.

The worst plan is to withdraw all Zegna and Cartire. "

two or three line city: luxury brand new Nuggets land /p >

Where did the P store go? The chief marketing officer of the Bund 18, Frederick Raco, said many other international brands chose to enter the the Bund source or The Peninsula Hotel after moving away from the the Bund number building.

He said that luxury goods moved away from the Bund is not the reason of rent, but also based on the adjustment of business mode.

reality is obvious to all. Although the understanding of luxury culture is still extremely poor, the degree of familiarity and purchase enthusiasm of the national brand has gained explosive growth in the past 10 years.

The luxury brand's current task is no longer to let people know, but to buy.

When the P LVMH group released its 2012 earnings report, chief executive Bernard Arnualt said it would stop shops in the most important emerging markets, especially in the first tier cities.

the strategic adjustment of another international luxury group Kering in China is also consistent with the former.

Its most important brand, Gucci, will also shut down its stores in China in 2013, instead of refurbishing and expanding existing Chinese stores.

contrary to the saturation of City stores, advertising and marketing investment, the demand and cost of the two or three tier cities are very attractive to those eager to promote sales.

a widely cited example is the LV flagship store of Renheng land Plaza in Chengdu, which sold 5 million yuan worth of goods on the day of trial operation in September 2010.

The reason why LV opened flagship store in Chengdu is that the sales of LV Chengdu's direct sales outlets up to 900 million yuan in the past had ranked the top three in China, second only to Beijing and Shanghai, while Prada, Ermenegildo, Zegna and other brands also ranked third in China.

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< --EndFragment-- > and Chengdu is not the only one selling "myth" in the two or three tier cities.

According to reports, sales of Gucci in Zhengzhou opened on the first day, and LV was located in the Urumqi store, and for a period of time, it was the national sales champion.

"at present, the big name location consultation has been concentrated in the two or three line cities, and the brand entering Shanghai is a big shop for Nanjing West Road, the goal is very clear."

It is necessary to enter the two or three line cities where demand is strong, or to enter the new business district where people are enjoying the convenience of shopping.

the discerning eyes of new rich people /p >

consumers have already gone through the stage of blindly worshiping luxury brands. With the continuous improvement of their cultural attainments, the Chinese rich have gradually gained a comprehensive understanding of their taste and unique pursuit, and the price is no longer the only purchase.

besides, luxury brands do not intend to create the brand image of "boom" and "money worship", but it is an indisputable fact that luxury brands are "vulgarization" in China.

Some experts say, "it is the ambition of those brands to pursue profits in China that leads to vulgarization."

Such as luxury stores, "see people speaking" arrogant salesmen, word-of-mouth after-sales service......

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< --EndFragment-- > luxury is vulgarization and aesthetic fatigue of luxury goods is not unique to China. This phenomenon has also appeared in Japan, Europe and the United States.

For example, Logo has been widely used as a visual element to reflect the status of luxury goods. In the 90s of the last century, LV's interlaced alphabet logo was once popular in American and European cities, but this enthusiasm gradually faded away, and the brand that turned out to be popular was those whose logo was not obvious or signed by the signer.

Take the Piel Frama mobile leather products series as an example, manual, high definition and other characteristics make these "low-key" luxury goods gradually have a group of very discerning consumers.

later, "blood enriching" the Bund /p >

The withdrawal of luxury goods giant P has to be a loss to the Bund, but the cold and cheerless years have always been a "beautiful" scene for both the brand and the property owner.

When the giants gave way, more "latecomers" undoubtedly injected fresh blood into the long dead the Bund, and richer commercial categories and forms were a promising opportunity for the Bund to be reborn.

looking for relevant reports, Rafael, the world's top wedding club, opened in the Bund, Shanghai, China. Its flagship store in China, Italy luxury NINA and ice cream CI Gusta also officially entered the sixteen shop in the Bund. The only space created by the concept of "high-end customization" was opened in the Bund twenty-two, including the collectives of Oriental Art Jewelry "Xi jewelry" and famous designer Guo Pei's "China" and other brands.

after 10 years of nurturing and education, the demand for luxury goods has long been no longer a luxury car. It is no longer coveted by the huge "Logo". The high-end experience and the new consumption trend of individuality have become a common understanding. Shanghai the Bund might as well consider the withdrawal of big cards as a replacement and giving way, so as to make it more suitable for the new luxury goods to be on the stage. This may be a signal for the Bund to regain its vitality.