The Fashion Buyer Shop Has Been Killed For Six Years In Shanghai.

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< p > although it is still situated at the former site of Shanghai six years ago, the grand Times Square in Huaihailu Road, Shanghai, the area of the department store has been eight times that of the past, reaching about 14 thousand square meters. This is the largest luxury store in link Crawford in the past 163 years, and its total investment exceeds RMB four hundred million yuan.

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< p > Lian Crawford belongs to Hongkong < a href= "http://sjfzxm.com/news/index_c.asp" > Lian Kai Fu Si Group "/a Lane" (Lane Crawford Joyce), Hongkong a href= "http://sjfzxm.com/news/index_c.asp" > rich dragon group "less than Chairman" Wu Guangzheng is the controlling shareholder, he is Hongkong ship king Bao Yugang two son-in-law, Hongkong Harbour City, Times Square and other familiar brand property are assets.

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< p > this time, the huge investment means super a href= "http://sjfzxm.com/news/index_c.asp" > Lane Crawford < /a > mode, expanding rapidly in China.

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< p > six years ago, Lane Crawford opened the first Chinese direct store in Beijing to test the mainland.

Today, even in the shopping mall of Financial Street, Beijing, even though it has not been in a much stronger commercial atmosphere, it still attracts lots of fans.

After all, there are many brands that were sold exclusively in China.

For example, the Alexander Wang, a contemporary brand created by Chinese designer, is known as the Balenciaga of Alexander, known as the locomotive bag, and Christian Louboutn (Christian Louboutin), known as the red shoe.

Lian Crawford has become the only platform for such designer brands to make intimate contact with Chinese consumers for the first time, and is also its core competitiveness.

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< p > Lian KAFO is very innovative and advanced, so it is destined that his consumer group is not the general public.

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< p > < strong > old skill < /strong > /p >

< p > Shanghai in October 10th.

According to the traditional custom of Hongkong businessmen, a Scotland man held three incense sticks to worship him. Then he opened a burning pig with a knife at the opening ceremony, announces the opening of the biggest flagship store in Lian koff's history in Shanghai.

Although it is the top fashion department store, the intertwined traditional singularity still attracts passers-by.

The Scotsman, a href= "http://sjfzxm.com/news/index_c.asp" > Andrew Keith < /a >, is the incumbent president of Crawford, has 20 years of experience in the fashion industry, and has worked as an executive in "a href=" http://sjfzxm.com/news/index_c.asp "Martha" department store "/a" (Marks&Spencer) and Si Jie global (http://sjfzxm.com/news/index_c.asp).

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The number of brands in Shanghai flagship store is more than 500, which is nearly twice that of the 300 leading brands of Yintai department store, and has a huge advantage in the number of brands. Among them, the number of exclusive sales of global brands exceeds 50%, which is more attractive to the industry. P

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< p > for any fashion circle, Lian Crawford is a symbolic symbol.

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P, which is the largest international brand in Asia, was selected by the world's leading fashion trend forecasting agency WGSN as the global fashion award in 2010. It is the most popular Asian Fashion platform for designers, supermodels and fashion bloggers.

Lian Crawford also has a series of nicknames to give its unique meaning, such as "Hongkong Harold", which is comparable to the top department stores in London. In Hongkong, lconford shopping is considered to be the recognition of the middle class to the self stratum.

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< p > although Lian Crawford is a fashionable landmark in Hongkong, a 163 year old boutique department store is enough to take pride in the crowd and capture many of them. However, its development in the mainland of China initially made a big hit.

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< p > from 2006 to 2007, Lane Crawford closed three shops in Shanghai, Hangzhou and Harbin.

Andrew Keith told reporters: "in the past, lac continued to cooperate with the third parties in franchising.

At that time, the brands that had entered the mainland were incomplete, the service and shopping experience were not able to keep up, and the connotation of link Crawford could not be fully displayed.

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This confusion has led p to reconsider, and he realized that the brand positioning in the mainland should be consistent with Hongkong, thus ending the cooperation between the third parties and closing all the shops in China.

Six years ago, in Beijing, the first mainland store was opened.

Then, the good news came one after another. According to the no fashion Chinese network report, in the first fiscal year, it recorded a record revenue of over $700 million and a 23% increase in same store sales.

The strong growth momentum is in sharp contrast to the dismal performance of the traditional local Giants: Malaysia's Parkson group's net profit fell by 38% in the first half of this year, and the average annual loss of Shenyang store was 20 million to 30 million yuan.

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< p > this makes Lian Crawford confident and speeding up the expansion plan in the mainland of China.

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When p Andrew Keith accepted the Wall Street Journal interview, it described the strategy of Lian Kai Fu's cooperative brand: the brand we work with is not a super luxury brand like Louis Weedon (Louis Vuitton) and Prada (Prada), because they already have a very clear brand strategy in the Greater China region.

Lian koff favors the international designer brand like a href= "http://sjfzxm.com/news/index_c.asp" > Alexander McQueen /a Alexander McQueen and a href= http://sjfzxm.com/news/index_c.asp.

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< p > < strong > buyer > /strong > /p >

< p > the collaboration mode between LC and more than 500 designer brands is at the core of its buying system.

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< p > < < a href= > http://sjfzxm.com/news/index_c.asp > > buying system < /a > at the core of the company is different from the traditional department stores in China. The difference lies in the operation mode of the joint operation of the domestic enterprises. The department store operators invite similar brands and display similar goods, which makes consumers feel bored.

Shopping for department stores has become a boring thing, and even makes every shopping mall almost the same.

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< p > lagford's differential merchandise and shopping experience quietly stirs up a revolution - not according to other department store's berth built by brand, but by lac Crawford's own right, free to buy branded goods to design its combination.

Lian Ka Fu may set up a store for the brand alone, for example, modeled on the first red shoe shop in France, and built a more than 20 square meter shoe store in LCF's flagship store in Shanghai. It may also sell Michael Kors, the designer Kors of recent years, in different areas. The yellow and green Cambridge bags match the same color shoes, but do not need to be strictly displayed according to the brand; sometimes, they will also put clothes and tea leaves together for sale.

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< p > the appearance of lcarver is always unexpected but just right.

This is due to its buying mode.

But the risk is also here.

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< p > what is the buyer system? The "buyer's business" is a buyout operation.

Buyers buy popular products from all over the world, mainly buying out limited or classic products, making them the exclusive selling products.

Flexible shopping and spatial layout make lconford a brand more abundant than joint stock department stores.

Buying means that the risk of inventory is also borne by itself, but Andrew Keith clearly has confidence in LAC. "We try to integrate all kinds of information data to reduce risks.

Even if you want to take such risks, you will be willing to bring new brands into China.

Andrew Keith predicts that "there will be about 20 to 30 stores in the Chinese market".

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< p > because the business area of Lac Crawford is huge and its location is high, it needs to fully express the space of Lac Crawford shopping experience, and every shop opening is very time-consuming. It only took three years to open up a flagship store in Shanghai.

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< p > in the United States and Japan, where the retail industry is well-developed, the main business mode of department stores is the buyer system. Because of the absence of intermediate agents and many exclusive sales and limited edition styles, the self operated department stores such as Lian koff have unique advantages in terms of profits.

According to a research report of Zhong He fashion, Martha's department stores and other department stores take up more than 40% of their gross profit margin, while in the domestic market, the gross profit margin of department stores in Beijing, Shanghai and other first tier cities is only about 20%.

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< p > this means that there are obvious differences in the business mode of the top customers, and the expected market size of 20 to 30 Chinese stores is not large enough, so that every store in LK can become the super department store with the most detailed details.

For a while, consumers are calling on China's department stores to pform to the buyer system.

Not only is it even Lafayette, but he also chose to return to the Chinese market this year, and also opened in Beijing in October.

Italy 10Corso Como also opened in Nanjing West Road, Shanghai this year.

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< p > however, "Lian Crawford" is a niche orientation. Every city has enough people to consume.

With the change of urbanization in China, there will be new customers coming in.

Shen Jun, general manager of Shanghai Rui Yong Enterprise Investment Co., Ltd., which has provided consulting services to many foreign brands such as Peuterey, told reporters.

Shen Jun believes that there is still no suitable soil to cultivate a large number of buying department stores in China.

One of the difficulties of buying a department store expansion is the training of buyers. No matter the domestic intime department store or the fast rising Wanda, they do not have the ability to communicate with the world's top designers.

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< p > "unlike the owner management practices of general domestic department stores, buyers need to train a group of competent professional buyers, who must have a unique vision and fully understand the market and its segmentation of consumer demand."

Xu Youhong, managing director of Accenture's Greater China retail business, told reporters.

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< p > there is no doubt that Lex Crawford, known as the "fashion godmother", has the top buyer.

Lane Crawford spends a lot of time developing his own buyer, and even set up a Lane Crawford college to train buyer's data analysis ability and their judgement of fashion trend.

Today, the team of Lac Crawford has 85 people who travel to Paris, Milan, New York, London and Tokyo to buy goods for eight stores.

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< p > the buyers of l'carver do not buy goods according to the brand, but grasp the trend of every season by the fashion director, and buy them according to the style, type and country, such as the French brand and the Italy brand, the first-line international designer brand and the contemporary designer brand.

Only the buyers of household goods are subdivided into many categories, such as tableware, furniture, ornaments and so on. They must thoroughly segment market research and research data, and judge the trend of fashion.

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< p > led the king a href= "http://sjfzxm.com/news/index_c.asp" > Andrew Keith < /a > to the reporter. "The scale of business in mainland China is expanding, and we will continue to expand the buying force.

Shanghai is the first store in the next round of expansion plan (mainland), and will open another new store in Chengdu next year. It will form a very stable strategic terrain in Beijing, Shanghai and Chengdu.

Andrew Keith categorically stressed: "the strategic intention is to open physical stores in three cities, including online shopping. Consumers in these three cities can buy goods through the Internet and expand the two channels simultaneously."

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< p > < strong > vertical {page_break} < /strong > /p >

< p > Lian Kai Fu always plays the role of fashion leader. It is the sole retail agent of famous shoe brand Jimmy Choo in Asia. All its products in Asia are sold through the Pedder Group of shoe accessories group set up in 2003 by Lane Crawford Joyce group.

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< p > after the trial of flagship store in Shanghai, the most popular shoe is a href= "http://sjfzxm.com/news/index_c.asp" > Nicklas Kirk Wood < Nicholas > (Nicholas Kirkwood).

The new designer brand was bought by LVMH group in October this year.

Nicolas Kirkwood's first job at Saint Martin Art College in London was provided by Pedder Group.

"So we were very excited to learn about the news.

You can't buy this brand anywhere else in mainland China.

Only those who really follow fashion and who often watch fashion magazines may know this brand.

Peter Harris, President of Pedder Group (Peter Harris) told Global Entrepreneur.

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< p > Peter Harris has been engaged in shoes and accessories industry for more than 20 years in the fashion industry. She has brought red shoes to China. The sharp fashion and keen nerves always lead them to the front of the era.

He worked with Sarah Jessica Parker (Sarah Jessica Parker), the actor of Carrie Bradshaw in sex and the city.

"She is amazing.

She had no pets like dogs or cats, but only a pair of shoes.

For her, shoes are her pets.

Peter Harris said.

It is in the field of shoe accessories that has seen explosive sales growth over the past ten years.

At the same time, it also has the pioneer fashion boutique Joyce and the Junsi group, which is responsible for retail, management and distribution, to achieve vertical integration from different angles and consolidate its core business mode of boutique and buyer's system.

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Less than P, the advantage of vertical specialization is that the global fashion masters trust Lian Crawford.

Many brands are in deep collaboration with LK, which may be the creation of a cross border garment, such as J.Crew and T-Shirt, or a brand exhibition in Shanghai's flagship store, such as the Valentino (Valentino) exhibition.

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< p > of course, you can also collaborate with lac Crawford in a fashion show like SWAROVSKI.

Peter Harris said confidently to "Global Entrepreneur": "the reason for cooperation is that they all want to be part of the company, because we have given the brand a new interpretation and rescued them from a fixed framework."

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The impulse to consume P may come from the environment there.

The new flagship store in Shanghai adopts the modern gallery design method, designed by Yabu Pushelberg, an internationally renowned architectural firm that has worked with lac Crawford for four times.

"DNA shows in a very modern context and lets customers feel close to the product".

Peter Harris explained so.

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< p > lien Crawford is also considered to be a giant buyer gathering shop. It does not have to follow the display standards of brands, flexibly use space according to prevailing trend and customers' preferences, decide what products to sell in large areas, and freely assemble commodities.

For example, a visual merchandising team sells products with poor sales performance or promotional items to Gaoping effective area.

Constantly adjusting the product mix allows customers to get a refreshing shopping experience every time they come to Lane Crawford.

"We invest not only in goods but also in the environment," he said.

Andrew Keith said.

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< p > < strong > personality > /strong > /p >

< p > besides the buyer, image consultant is another important role of the buyer's department store.

This seemingly mysterious occupation is now a hot spot in the fashion industry.

"Stylist is the person who tells you style with list."

Shen Jun summed up this.

The image consultant selects and combines the product according to the customer's image.

The significance of image consultant is to provide an emotional dependency.

Zhang Yixi, director of the image of Lian Crawford, told reporters.

Since she was a college student, he has named lac Crawford as his idol. Now he has worked for six years at the Financial Street store in Lane Crawford, Beijing.

She believes that even if guests have a lot of channels and ways to get fashion information, they still need the professional advice of the image consultant.

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"P >" the product is not the only reason for the guests to move into the shop.

Emotional connections enhance guest's bonding to the brand, which is the key to link maintenance.

Zhang Yixi thus explains the importance of image consultants.

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< p > a typical lac Crawford VIP experience should be this: customers directly dragged suitcases from the airport to lac Crawford, from the parking lot to the elevator directly into the upstairs The Platinum Suite, after showering, the clothes made by the stylist consultant are dressed up, and then the make-up artist makes good makeup for them.

Today, flagship stores in Shanghai even prepare The Platinum Suite exclusively for men on the four floor.

Lian Carver services through The Platinum Suite, creating a more adhesive relationship with customers, and bringing customers price more than other department stores.

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Less than P, there is no bustling shopping crowd, but it has VIP customers who spend one hundred thousand yuan at a time.

Xu Youhong said: "< a href=" http://sjfzxm.com/news/index_c.asp "> buyer's department store > /a" should always focus on its subdivided consumer groups before winning loyal consumers.

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< p > not only that, Lian Crawford further strengthened online and offline shopping in the new store.

For example, customers who buy articles at the lconford online store before noon can receive express delivery after four p.m. or pick up goods directly to the shop's concierge.

More than 10 million visits have been made since the online store launched by Andrew Keith in 2011, and online business growth has reached three digits.

This part of the business just makes up for the emerging demand of fashion consumers in the Chinese cities that lac can not cover.

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< p > everyone is saying that the killer of department stores is the electricity supplier.

In the past "double eleven" shopping carnival, a href= "http://sjfzxm.com/news/index_c.asp" > Alibaba < /a > exultation announced that its total sales volume of Alipay reached 35 billion yuan, an increase of 85% over the same period last year.

On the other hand, the report cards that have been overshadowed by the traditional department stores are even worse.

A sad fact is that department stores are reduced to fitting rooms, and smart consumers are accustomed to fitting them online. Then I check the parity software, compare the price on the spot, or even place orders directly in the fitting rooms of department stores.

However, Lian Crawford is trying to break through the electricity supplier.

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P has eight stores in Greater China and plans to open ninth in Chengdu in the first half of 2014.

Although the momentum of expansion has been rapid in recent years, the planning and visual design of all shops must be done in a spirit of affinity. In particular, it takes time and cost to cultivate buyers, making it difficult to achieve large-scale expansion in a short time.

It is difficult for lckf to expand as quickly as intai and Wanda in the whole country, but its Ping efficiency is considered to be much higher than that of joint stock department. But Xu Youhong thinks that department stores should sell around the "customers" now, and the pformation of performance should also be changed from "Ping effect" to "customer effect".

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< p > an indisputable fact is that the more mature consumers in the mainland of China have provided the soil for the return of lac.

"The appreciation and taste of Chinese consumers have grown greatly. With the acceleration of information pmission and the increase of people's travel, I think Chinese consumers are not very different from Hongkong, they are all globalized."

Andrew Keith told reporters.

Peter Harris also believes that this difference is decreasing, and the difference is only manifested in the different preferences of goods caused by different climate.

For example, sales of boots in the northern region will be better.

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< p > Peter Harris found that Chinese friends also had a big change in their shopping habits compared with ten years ago: "their attitude is more open.

Before going shopping, they will do a lot of research on commodities. They have more travel experience, and thus have access to more brands.

Sometimes when they are abroad, for example, when they visit Harold in the UK, they will send messages to me, will link Crawford sell this brand? "/p".

Less than P, the biggest contribution of department stores is to change the way of human life. Its charm lies not only in the rich variety of commodities, but also in the unique display of art exhibitions.

Rather than mechanically screening goods on the icy screen, there may still be some people who are attracted to such a beautiful and real world.

Laflor, who wears a Chinese dress, is on this list.

The small and beautiful era it has created is coming.

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