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Lane Crawford Returns To Shanghai'S New Business Model.

2013/9/21 17:51:00 41

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LC crawl to Shanghai, but quietly quit. In October 2013, Lian Crawford will open flagship store in Shanghai.

Coincidentally, the old Buddha's department store from Paris has also heard the news of Beijing's opening up in October and returning to China.

Niemann, Margo, USA is more cautious, and tries to test water in China through e-commerce channels.

Less than P, luxury goods stores in Europe and America are entering several cities in China. It seems that they have not yet found a way to get a share of luxury consumption in China.

If six or seven years ago, these luxury luxuries shoppers chose the niche luxury goods were too advanced, is that the right time now? Can the purchasing mode of shopping by shopping centres work in China?

Stephen Chow took Zhao Wei, his favorite woman, into the closet of Lian Fu after closing. Then he had to wash the floor at Lane Crawford as a price.

This is a clip from Shaolin football, and also a portrait of Hongkong people's worship of lac.

China's "Curse" /p >

reporter learned that the location of Lac Crawford's flagship store in Shanghai is located in Shanghai Huaihailu Road Times Square. The scale of operation will exceed that of Hongkong's lac Crawford, which has been closed for several months.

"P" in 2006, the same in Huaihailu Road, Shanghai, which has been quietly withdrawn for six years.

The stores in Hangzhou, Chengdu, Harbin and other places have also been closed in this period.

The bumpy experience in the mainland seems to be quite out of line with P's international status.

The history of Lane Crawford dates back to the 1850, covering the categories of fashion, accessories, jewelry, cosmetics and homes.

In the last fiscal year, the company continued to achieve sales of $700 million, and sales grew by 23% in the last fiscal year. It is expected to grow by two digits in 2013.

and currently in mainland China, Lian Crawford has only one store in Financial Street shopping center in Beijing.

somewhat similar to the experience of Lian Crawford. In 1997, a hundred years old French shop Lord Buddha once opened shop in department store of Wangfujing, Beijing (17.66, 0.63, 3.70%), but shut down in 1998.

In September 2013, Lord Buddha returned to Beijing to cooperate with Hongkong I.T. group and set up shop in Beijing Xidan business circle.

Niemann, Margo, a luxury department store from the United States, is more cautious than its European counterparts. Until March 2012, Nyman Margo Jai first entered China.

Katz, CEO of Niemann Margo group, told reporters at this time that Niemann and Margo had repeatedly weighed for one and a half years before entering China, and finally decided to test the water with e-commerce first.

> a href= "http://www.91se91.com/news/index_c.asp" > Niemann Margo < /a > invested $28 million at that time to cooperate with the luxury electric business.

Katz has told reporters whether or not the entity store has entered China.

operation for more than a year.

Niemann Margo has recently announced that it will adjust its strategy in China instead of building warehouses and logistics in China, but by the US headquarters for direct shipment to China.

The purchase of goods is handled by Dallas head office, and customer service, market and webpage production departments are retained in China.

2013, the development of luxury goods in China showed signs of "braking".

Consulting firm Bain recently released a report that global luxury sales growth slowed to 4%~5% in 2013 after three years of two digit growth.

The LVMH group's first quarter earnings report released last month showed sales of 6 billion 950 million euros, an increase of 6% over the same period last year, which is eclipsed by the growth of 25% in the same period last year.

A number of first-rate luxury brands have announced a slowdown in opening stores in China.

Less than P, an industry believes that it is precisely because of the global luxury market downturn, luxury stores must seize the best performing market in the world -- China.

come too early?

Ye Qizheng visited the lac Crawford shop in Shanghai for the first time before and after 2003.

"the passenger flow is not bad, but the brand in the shop is hardly known.

Those brands, even in Shanghai today, are considered small groups. At that time, they were more remote and the prices of products were also very expensive.

Ye Qizheng recalls.

At that time, the way of display was special, and the store was classified according to the commodity category instead of the brand, and the trousers of different brands would be put together.

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< --EndFragment-- > --EndFragment--, a luxury e-business person in the industry, told reporters that the luxury department store of Lafayette and Lafayette used the "buyer system", "the buyer", that is, the purchasing staff employed by the department store, they bought the goods from the brand, and then displayed them to the store for sale.

A brand may have 200 to 300 new products per quarter, and buyers choose 20 to 30 of them.

the brand of LGF's cooperation includes Alberta Ferreti, On Pedder, Bruno Magli and Sergio Rossi, etc., mainly based on Europe, with a distinctive brand designer.

"Lian Ke Fu has always supported the brand new, unique and fashion influence, creating unique projects and products for our customers."

Lian Carver "a href=" http://www.91se91.com/news/index_c.asp "fashion > /a" director Sarah Rutson Pang has described the concept of Lian Crawford's buyer.

Lu Xiaoming, President of Leya international, told reporters that these luxury goods stores in Europe and the United States basically do not cooperate with the first tier luxury brands, but prefer designers who seek new and advanced P.

The last time they entered China, it was "too early" to judge the mainland consumers' taste accurately and "acclimatized".

At that time, mainland consumers were still in the stage of spending money for the sake of face and chasing brand LOGO. An unknown brand could not win their popularity.

Compared with P, department stores from Japan, Taiwan and Hongkong understand the mainland more profoundly and more successfully.

Reporters learned that Shen Jiawei, founder of Hongkong I.T. group, is a successful buyer. The Levi's jeans imported from Britain to Hongkong made I.T full of money.

Ye Qizheng told reporters that many of the buyers are from Hongkong, and each of them has some familiar brands.

Mainland born buyers are also increasing, and mainland designers' works are beginning to enter these buyers' vision.

In any case, knowledge of local consumption is crucial.

profit and risk

P, a high-end fashion brand from Taiwan, told reporters that the brand had co worked with a department store in Paris. But it was later discovered that Chinese tourists were the main visitors to the shops, and they would not buy Chinese style clothes in Paris naturally. "CEO"

After a short period of cooperation, the brand withdrew from the shopping mall.

the "buying system" mode has a relatively high profit, but the risk is also very great. The success or failure depends on the level of the buyer.

Lu Xiaoming told reporters that at present, the mainstream department store business in China is the "leasing system" and "joint venture system", while the "buying system" adopted by foreign department stores such as lac Crawford and old Buddha is buying goods from department stores to the brand, taking all the risks of commodity sales, and the inventory is often higher.

The purchase price of < < a href= > http://www.91se91.com/news/index_c.asp > > buying system < /a > is usually the 3~5 discount of the retail price of goods, while the rent or deduction of the traditional department stores is usually equivalent to the 20%~30% of brand sales.

Because buyers are willing to buy some products at a time, they can quickly return funds to the brand, and the brand is willing to cooperate with buyers, so buyers can often cut down a good price.

sometimes, some brands will launch exclusive merchandise series for buying department stores, or even some brands are created under the leadership of department stores.

"the buyer's understanding of the brand is not as good as the brand itself. When people open their own stores, they have a good idea of brand strategy, prospects and investment. The probability of making mistakes will be smaller, and buyers will be somewhat blind, but once the profits are successful, they will be very high."

Lu Xiaoming said.

On the other hand, some brands have long-term ambitions for China. When they are not strong enough, they often go to China through Lafayette and P. When brands mature in China, they have the possibility of flying solo.

Lu Xiaoming thinks that since 2006, the taste of Chinese consumers has been greatly improved. In the first tier cities, more and more people are pursuing individuation.

From this point of view, luxury department stores find a better opportunity.