Yao Qihuai: Playing The Personality Card To Crack The "High East And Low West" Of High-End Business

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > high-end market < /a > potential > /strong > /p >

Less than p years ago, high-end consumption expanded rapidly, and the market grew rapidly. However, this state will not last forever.

Yao Qihuai said that with policy constraints and high-end consumer development entering a new orbit, high-end shopping centers will also enter a stage of rational growth.

Although China's high-end consumption growth is slowing down, its growth is still relatively fast compared with other countries.

"The high-end consumer market will not be smaller, but will not be explosive growth again, will gradually return to normal from slowing down development."

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The report by Bain, a consulting firm of P, showed that last year's mainland luxury consumption increased only 2% in China and 7% in 2012.

Compared with the past, Chinese luxury consumers have more brains than before, and 73% of them search for product information before buying.

The growing sophistication of Chinese consumers has also brought new challenges to luxury brands.

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< p > in Yao Qihuai's view, the sale of luxury goods from its peak has not only explained the rationality of luxury consumption, but also reflected that consumers no longer simply pursue brands and LOGO, and pay more and more attention to product quality and cost performance.

Yao Qihuai believes that in the future, China will also be the world's largest consumer market for luxury goods.

However, the development of luxury brands or high-end shopping centers will no longer be as easy as it used to be. The two will shift from commodity management attributes to consumer management, mining more "self consumption" (independent consumer groups) characteristics, and attracting consumers with differentiated management concepts.

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< p > compared with the two or three line market, the mystery of Chinese brands and luxury brands in tier one cities is gradually disappearing.

This also allows high-end shopping centres not to remain in the "big name" shopping malls.

Yao Qihuai said that the Financial Street shopping center, which has been in operation for seven years, has entered the biggest adjustment period this year.

The shopping mall will adjust and enrich the brand and format portfolio in one year.

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< p > Beijing's high-end consumption "East heavy West light", the new high-end shopping malls such as Xinguang Tiandi and China World Trade Center shopping mall, so that Beijing's luxury consumption places are mainly concentrated in the East.

The Financial Street shopping center, located in the west, is trying to break this pattern.

Yao Qihuai said that the location of Financial Street shopping center makes the mall have a large number of high-end consumers.

In the adjustment, the shopping mall will also focus on the consumer characteristics and development trend of this part of the customer group, and introduce the brand introduction and format adjustment.

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< p > Financial Street shopping center has an eye-catching luxury brand lineup, but in the current consumption environment, Yao Qihuai said that the shopping malls need to adjust the layout of the industry, gradually improve the functionality of the shopping center, and extend the customer's stay time.

Financial Street shopping center will introduce some light luxury brands to enhance the attention of white-collar customers.

At the same time, it also plans to increase the catering ratio from 15% to 30% to meet the needs of all weather shopping places.

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< p > in Yao Qihuai's view, the shopping center needs to adapt to the changes of the times, and the high-end shopping center needs to change itself with the needs of consumers, so as to bring more attraction to personalization.

Yao Qihuai hopes that customers coming to the store will not only be shopping, but also become a part of life.

In the new round of adjustment, Financial Street shopping center will increase the number of tenants, and introduce coffee, European afternoon tea, fashion digital, fashion and light meal to increase brand richness.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > brand introduction > /a >, Yao Qihuai said, as operators, they no longer only focus on big brands, they are looking for more potential brands.

Female customers are still the main group of luxury consumption. Because their brand concerns are becoming more diverse, shopping malls also need to find inspiration and clues from fashion magazines, hot endorser, etc., to follow the footsteps of consumers.

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< p > < strong > not afraid of purchasing sea Tao /strong < < /p >.

< p > in the face of Chinese consumers' enthusiasm for shopping luxury goods, Hai Tao and purchasing business have ushered in development opportunities.

Not only Tmall, Shun Feng, Shen Tong and other express companies have also been using the sea to pport the market layout of cross-border electricity providers.

In Yao Qihuai's eyes, the development of shopping centers and online fields is not a game of one another, but rather a bigger plate of luxury goods.

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< p > Yao Qihuai said that just like the emergence of cheap airlines, there are voices that traditional airlines will be seriously threatened, but that is not the case.

Cheap airlines have been around for more than 10 years, but large traditional airlines are still growing.

Before the advent of cheap airlines, only a small number of people were on the plane, but when it appeared, they gave a choice to the group that did not travel by air before, but in fact, it expanded the market.

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Less than P, some of the original group will still choose traditional aviation, because cheap airlines may be faced with the impact of the shortage of aircraft and the discount of comfort.

For high-end shopping centers, the emergence of sea fishing and purchasing will not only pose a threat, but will expand the purchase of luxury goods and high-end brands.

In Yao Qihuai's view, the advantage of shopping centres for brand promotion and channel expansion will not be replaced by online brands, and the brand associations will continue to choose them.

From the perspective of consumers, the shopping center's experience and comfortable shopping environment can not be given by electricity providers and purchasing agents.

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< p > however, shopping centres will not sit still.

Yao Qihuai said Financial Street shopping center is also developing App, and will connect navigation and parking, online membership system and so on.

The industry is undergoing O2O reform, but the clear profit model has not yet been formed.

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