High-End Brands Such As Zara Compete For "Sixth Continents" Rhythm, Expand Consumer Popularity.

< p > Italy based "a href=" http://sjfzxm.com/news/index_s.asp "leather goods brand" /a "Furla" performed well in 2013, and sales of 228 million euros increased by 14.5% year-on-year.

Furla the biggest highlight of this report card is the airport store channel.

The report shows that its retail sales increased by 37%. The number of airport stores that the brand has entered has increased from 33 in 2010 to 175 at present, covering 44 countries and regions.

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< p > in other retail channels, such as < a href= "http://sjfzxm.com/news/index_s.asp" > electricity supplier < /a > and so on, the impact of the rapid decline of the airport retail channel is growing at a high speed. The former high-end brand competition has become the battleground of popular brands today.

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< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201403/24/20140324085437_sj.JPG "/" < > > "

< p > < strong > high-end brand overweight airport retail < /strong > < /p >

P, L'OREAL, the world's largest cosmetics group, made a major business adjustment in November 2013, revoked the mail order business and set up a new Department, the global tourism retail sector, to control the sale of its main brands in the retail outlets such as airports and cruise ships.

In the past year, according to InstitutGeneration's report, L'OREAL group's products accounted for 21.6% of the beauty products tourism shopping market, ranking first in the industry.

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< p > L'OREAL thinks that the popularity of overseas travel has created "sixth continents" new market for brands.

"The sales volume of travel consumption is amazing. Consumers spend a lot of time in airports. It is very important to grasp the market in this field."

BrunoPavlovsky, President of Chanel (Chanel) brand, said earlier.

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< p > for brand strengthening a href= "http://sjfzxm.com/news/index_s.asp" > airport < /a > channel, Zhou Ting, President of the Institute of wealth quality, told reporters: "on the one hand, business travelers and international tourists are people with strong spending power; on the other hand, the global air traffic is increasing, and the base of consumer groups is also rising."

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< p > according to GenerationResearch's survey, the revenue from the sale of goods on board increased by 9.4% to 55 billion 800 million euros in 2012. In 2013, it was expected to exceed 60 billion euros, which is likely to double in 2020.

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TheodoreKnipfing, Asia Pacific director of the global retailer representative office at P, said that the retail sales of Singapore's Singapore Airport (ChangiAirport), the top five sales of duty-free goods in the world, increased by 9% to 2 billion new coins (1 billion 570 million US dollars) in 2013. "This is 1.5 times the sales volume of China's largest shopping center". The Heathrow airport, which has 7000 million passengers, achieved a retail sales of 542 million pounds in 2012, "surpassing the average sales of Searl folic and Harrods department stores, the most successful department store in Britain," (average sales per square foot per year).

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< p > "if we take the airport channel as a separate market," the insider of a well-known American high-end cosmetics company told reporters that the market is the second largest market after the US market. The data show that the sales of the company in the airport channel surpass its sales in the Chinese market.

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< p > < strong > mass brand is coveted by the new "battlefield" < /strong > /p >

< p > not only luxury brands, but also more and more popular consumption, such as "a href=" http://sjfzxm.com/news/index_s.asp "brand" /a ", and opening up airports as new channels.

The fast fashion brand Zara began to open its own store from the busy commercial street to the International Airport. In 2010, it opened a flagship store over 900 square meters of business area between the 1 terminal building of Hong Kong International Airport, the largest shop in the International Airport.

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This record was broken by another fast fashion brand UNIQLO in February this year. The previous airport store was located at the TokyoNarita airport in Tokyo, Japan, and now a 3900 square foot duty free shop has been opened at ChangiAirport Singapore Airport in Singapore.

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< p > even consumer company, P & G, which sells daily shampoo and so on also value this channel. The first "airport concept store" was set up at the Guangzhou airport on the eve of the Spring Festival.

"The data from third party organizations show that passengers' average waiting time at airports is 87 minutes."

Procter & Gamble insiders told reporters that when consumers wait for boredom, brands can be used to make them understand some brand information and to communicate and interact with brands.

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< p > however, the above P & G personages also said that although there are many Procter & Gamble products in the airport concept store, the key recommendation is its high-end brand.

According to a market survey for the airport channel crowd, most consumers of airport consumption are not sensitive to price, but rather pay more attention to whether they can choose their own products conveniently and quickly.

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At P Charles De Gaulle Airport in Paris, the "temporary concept store" of the parity home brand "IKEA" presents a 9 room lounge in the 200 square meter space for tourists to stay in bed while waiting for a flight.

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< p > > "mass brands enter the airport channel, and they often focus on the realization of the two functions of brand exhibition and promotion."

According to Zhou Ting analysis, although the rental of airport shops is relatively high, the cost is lower than that of its advertising fees, and it can also aim at better consumers.

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< p > "overseas advanced airports have achieved mass pformation in retail and shopping, and domestic airports have achieved a mass pformation in catering."

An analyst at Xingye securities noted that for example, the domestic airport has introduced McDonald's, KFC, Kung Fu and other Chinese and Western fast food in the catering industry. The price is basically the same as the urban area, and the number of travelers at the airport is increasing. In the retail shopping area, the overseas airports have introduced a number of clothing brands with moderate price to meet the popular demand, such as Levis, < a href= "http://sjfzxm.com/news/index_s.asp" > H&M < /a > and other brands.

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< p > < strong > rhythm expansion and mass consumption is the future trend < /strong > < /p >

< p > although the role of the airport as a new retail battleground is gradually being staged, Zhou Ting believes that some high-end brands should also be restrained and rhythmic in developing the airport store channels.

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< p > if the high-end brand develops too much for the temporary performance, it will make the traditional retail store decline more and more difficult.

Moreover, in Zhou Ting's view, the high growth rate of the airport's physical form can not be sustained for a long time. With the development of e-commerce and the gradual reduction of tariff factors, the consumption of Chinese consumers will gradually rationalized. The advantages of airport duty-free shops may not continue. "The future shopping channels of airports may be just like other daily shopping channels, but just allow consumers to experience and touch" incidentally "consumption at any time.

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< p >, and for popular brands to start to favor the airport, analysts of the above mentioned securities also believe that "mass consumption" is one of the future directions of the business development of the airport.

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< p > from the point of view of airport business operation, the basic charging mode is based on the sales volume or the volume of people, which is the "guarantee + commission" mode. This determines that the fundamental point of the maximization of the airport's operating efficiency is to maximize sales, rather than maximizing the gross profit margin, thereby maximizing the rental income or franchise revenue of the airport.

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< p > in the past, a href= "http://sjfzxm.com/news/index_s.asp" > airport business < /a > was not very mature, and a small number of boutiques were often introduced in small commercial areas to sell luxury goods.

However, because luxury consumer groups are limited, the gross profit margins of these boutiques are very high, but the total sales volume is not high.

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< p > in his view, with the trend of aviation popularization becoming more and more obvious and the driving mode of airport business charging, airport business format has gradually pformed from fine quality to mass pformation, realizing the rational distribution of two forms of business, forming the characteristics of rich resources, perfect commercial shops, strong commercial atmosphere and high brand awareness, so as to meet the consumption needs of different groups. "Therefore, the pformation of its format from luxury to the public is an inevitable trend."

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