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Old Buddha'S Two Entry Into China Is Postponed Again.

2013/9/28 20:49:00 15

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Lord Buddha Department Store China Market

If P can be localized like its name, Lafayette could survive for 15 years in Beijing's Wangfujing.

despite the fact that the Xidan old Buddha's department store, which opened in September 18th, has released many young consumers' dove, but on its official micro-blog, a campaign called "FashionIsYou your best" has caught a lot of attention from fashion trends. During August ~9, this activity sent "street beat group" to find fashion people in Xidan, Wangfujing, Yau Tang Tang, Nanluogu Lane and blue harbour, then photographed and uploaded micro-blog to participate in the prize activities.

the problem is that only by relying on the above activities to accumulate popularity, Lord Buddha may not be able to further understand the real needs of the clients.

In the difficult circumstances of internal and external environment, physical retail is bleak. Is it bravery or mistake to choose again at two degrees?

go to China! /p >

in fact, 15 years ago, Laurent Chemla, the general manager of the Asia Pacific region of the Department of old fowl general, did the same market research. He photographed the fashion of Chinese people with cameras in the streets of Xidan, Beijing.

To his regret, the number of fashionable people in line with his mind is very few.

but at that time, old Buddha's department store did not give up on the Chinese market, and opened a shop in Wangfujing, Beijing in 1997. But in 1998, it immediately shut out from China. The main reason was mainly that it could not be localized and the brand was too advanced to lead to poor management.

since the more than 10 years ago when China crashed into China, Lord Buddha's understanding of the Chinese market seemed to remain in the form of consciousness in 1998, ignoring the reality of China's luxury economy and the rise of China's fashion trend.

until recent years, it was the grand ceremony of Paris's Lafayette department store, which gave it a signal of "the two time to enter China".

according to the statistics of Paris's old Buddha's department store, the Department of Lafayette department has always been the world's highest turnover record holder in the past 10 years, and receives more than 8 million visitors every year. Half of its sales are from Asian customers, among whom Chinese customers rank first.

"the main reason for leaving China at that time is that the market is not yet ready."

Laurent Chemla believes that choosing to return to Beijing at this time is due to the ripe opening of stores.

Laurent Chemla says that the time is ripe for China's luxury economy.

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

But it is precisely because of the global luxury market downturn, luxury department stores have to grasp the world's best performing market - China.

Data from P McKinsey consultancy also provide evidence.

Over the past 4 years, China's luxury consumption has increased at an annual rate of 16%~20%.

In 2012, it became the world's largest consumer of luxury goods, accounting for 27% of the industry's total sales.

"many foreign brands are entering China in an inappropriate way in the immature market of China, such as not finding suitable agents, resulting in poor operation of the market, or in the absence of a single shot at the time of market positioning, which can not reverse the incorrect positioning of consumers in brand formation, and of course it is also related to the lack of patience of the brand, the lack of expectation or the maturity and growth of the market."

Li Zhe, vice president of management consulting company, is analyzing.

but with the last lesson, Xidan's Lafayette department seems to be waiting for its own time.

the turn to buy system. /p >

The fact that the profit level of department stores has declined in the past few years in P seems to give the buyer a chance to redevelop.

"buying system is actually a buyout business, which is a common way for foreign department stores". Yao Xiaoyun, a domestic buyer expert, said, "China's" buyer "appears because China's retail economy is developed, and consumer demand is diversified and personalized. Even if there is no electricity supplier's impact, the homogenization of the department store industry will not go down, and the electricity supplier only accelerates the change of the competition pattern of the channel.

compared with traditional stores, NOVO department stores, famous brands I.T. and CPU, Thailand retail giant Shang Taiqi, boutique retailer ZEN and other retailers have also stepped up shop in Beijing, Shanghai, Hangzhou and other cities.

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but Shen Jun, general manager of Cci Capital Ltd, Shanghai Rui Yong enterprise, said that in the next 10 years, there will be no real buyer's department stores in China.

Some people are right to say that at present, there is no retail business in China.

no matter whether the future of China's buying department stores has a final conclusion, many foreign department stores entering the Chinese market pay attention to the buying system.

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

Lu Xiaoming, President of Leya international, said that the current mode of general merchandise operation in China is the "leasing system" and "joint operation system", while the "buying system" adopted by foreign department stores such as Crawford, old Buddha and so on is bought from the department store to the brand and all the risks of merchandise sales, so the inventory is often higher.

a person engaged in luxury e-business in Shanghai said that the "buyers" of Luxe department stores such as Lafayette and Lafayette, the purchasing staff employed by department stores, buy goods from brands and display them in stores.

A brand new product may have 200~300 varieties, and buyers choose 20~30 among them.

take Paris < a href= "http://www.91se91.com/news/index_c.asp" > old Buddha "/a" department store as an example, according to a survey data, its proprietary business accounts for about 75%.

The Beijing Xidan's Department of Lafayette department store, "about 80% of the brand will adopt a buying system", which is slightly different from the previously disclosed information about "half the investment system and buying system", but the above information has not been confirmed.

despite the huge potential of China's luxury goods market, Lu Xiaoming also has his own worries. He said that these European and American luxuries department stores are basically not cooperative with the first tier luxury brands, but prefer designers who are seeking new and advanced products.

"When they entered China last time, they were too early to judge the mainland consumers' taste accurately.

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

"localization" or "good fortune"? /p >

maybe the Chinese market crashed in 1998, which is a great blow to the overseas plan of Paris's Lafayette department store.

Only 4 of its 64 stores are located abroad (including the newly opened Indonesian store in the first half of this year).

Berlin store opened in 1996, Dubai store opened in 2009, Casablanca opened in 2011.

If the Beijing store opens smoothly this year, it will become its fifth overseas stores.

"according to the reason, this year is not the time to open stores, the retail industry is generally in a state of continuous downturn."

An old Buddha's businessman hesitated.

He said that the location was fixed at least one or two years ago, and the investment must be in place this year.

So, last year, it was renovated and not opened yet.

in fact, in order to avoid acclimatized again, Paris's old Buddha chose to cooperate with Hongkong I.T. fashion group to combine their brand advantage with the business ability outside the clothing category and the clothing category that I.T. is good at and the rich local operation experience.

"I.T.".

It should be one of the most successful retailers in China.

Laurent Chemla gave a relatively high evaluation of its partners in China.

in fact, Lord foe has been regarded as the leader of the "a href=" http://www.91se91.com/news/index_f.asp "clothing industry < /a > buying hand system. However, no matter it was herself or another first class buyer's shop, Lian KAFO had suffered setbacks in the Chinese market years ago.

But at least in China, I.T. has become the most capable clothing company.

it is understood that the rapid rise of I.T. in mainland China in recent years is largely due to the lack of competitors. The domestic subdivision of personalized fashion has just started, and I.T.'s cooperation agreements with many foreign brands are exclusive agents.

"So he has the ability to raise prices substantially and create a more high-end brand image. This strategy is very successful."

A clothing industry has said that I.T. has opened direct outlets in 14 tier cities, such as Shanghai, Beijing and Chengdu, and has joined other regions.

in addition, < a href= "http://www.91se91.com/pioneer/" > Laurent Chemla < /a > indicates that although fashion is a worldwide affair, retail must be a local affair, so it took him quite a long time to recruit local team for Beijing.

it is understood that the area of the new department store is 28 thousand square meters, which is equivalent to half of the Paris head office. It will continue the style of the store in Paris, and it will be mainly based on the buying system. It will introduce many brands that are stationed in the mainland for the first time, and will be differentiated from other neighbors in Xidan business circle, such as Jun Tai Department store, Han Guang Department store and Xidan Joy City.

If P is easier to handle, it is still unknown whether Lord Buddha can lead the buying department stores in China with I.T..