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Luxury: Yintai IN88 Suffers From Brand Fault Troubles

2014/8/8 0:32:00 24

P (< a href= "http://sjfzxm.com/news/index_c.asp" > high-end /a) "IN88" (original Lotte Yintai department store) is a puzzling mystery on Wangfujing street.

Beijing Business Daily reporters visited yesterday to see that the Prada, Miumiu, Valentino, Cartier and other international brands are surrounded by IN88. The image of IN88 is re appearing on Wangfujing street with a more high-end image.

However, at the same time, many high-end brands are gathered, but the 3-6 tier of IN88 is left with only a few scattered merchants, and some businesses are unable to open all day.

many famous brand platforms .

the Wangfujing with the new look on the Wangfujing street has produced a beautifully decorated international brand lineup.

According to a person familiar with the matter, Prada and MiuMiu seldom opened shop together, but in the IN88, the two brands not only settled at the same time, but also started "neighbors".

In addition, there are one or two levels of TIFFANY&Co., Paul Smith, Y-3, Bottega Veneta, Cartier, Coach and other brands.

Although passenger flow is not the main criterion for measuring the good and bad of high-end shopping centers, it is located at the golden street Wangfujing, which gives IN88 a higher popularity than its high-end shopping centers.

The Beijing Commercial Daily reporter saw that the first floor and two floors of IN88 were bustling, and every shop was full of customers.

"in order to < a href=" http://sjfzxm.com/news/index_c.asp > > /a > high-end part, Yintai business will exert great pressure on brands.

If the branding does not cooperate, other projects may be affected. "

The people familiar with the matter said that this also reflects the importance of Yintai's IN88 project.

However, the news was not confirmed by Yintai.

Beijing Business Daily reporter learned that Yintai business currently has 38 shopping malls in the country, of which Yin Taicheng and Yintai Department of Jiangsu and Zhejiang are the most competitive commercial projects in the region.

The IN series is a new product line released by Yintai business this year. There are 4 commercial projects. They are Beijing Yintai Center IN01, Beijing Wangfujing IN88, Hangzhou lakeside IN77 and Chengdu Yintai Center IN99.

For the planning of IN88, Yintai business hopes to make it a perfect fusion of cultural inheritance and youthful movement.

< a > href= > http://sjfzxm.com/news/index_c.asp > > three > /a > > brand fault > /strong > /p >.

but the high popularity of the one or two level has not been brought to the three level.

Beijing Business Daily reporter visited found that compared with the one or two basic international brand lineup, three to five layers of a large number of "IN88" around the empty shop, while the brand also fell from the international second tier to Scofield, LIGHTSOME and other brands.

The 6-7 level is the Dongpo restaurant and seabed fishing ground in Meizhou city. Although there is an outfit that is integrated with the overall atmosphere of the shopping mall, there are still people in the industry who disagree.

"As a high-end shopping mall, how can you smell strong chafing dish when shopping?"

in the view of a commercial project leader on Wangfujing street, it is unlikely that the whole IN88 store will remain on the one or two tier brand lineup.

If we look at the current upstairs brand situation, the brand span is too large, so it is very difficult to grasp the customer level.

A senior retail personage believes that high-end shopping centers pay attention to atmosphere and purity. IN88 format and brand combination have serious faults, which make people fail to understand clearly.

according to a person in charge of a brand in IN88, the mall promised that the brand will be introduced in September, and the vacancy rate of shopping malls will be improved.

However, the person in charge of the brand said that most of the customers who came to buy the brand were repeat customers and few new customers. The brand performance also declined from 300 thousand -40 yuan per month last year to 150 thousand -20 yuan per month this year.

A staff member of a children's brand said that the popularity of upstairs was not prosperous, and the brand often appeared only a few hundred yuan a day.

adjustment is not easy. /p >

from Lotte, Yintai department store to IN88, Yintai can make a lot of effort in this high-end shopping mall.

Perhaps it is the poor performance that IN88 has pferred from Yintai group to Beijing Yusheng Yintai Business Management Consultants Limited under the Yintai group, which also manages the IN01 of Beijing Yintai Center.

Although the above information is not secret inside Yintai group, the company official has not been confirmed yet.

"P" opened nearly six years ago, Lotte Yintai department store carried out three major adjustments.

In the early days of its opening up, Lotte Yintai department store had introduced a number of Korean first-line brands and launched Korean services.

But because "Golden Street" is mainly tourists, the recognition of Korean brands is not high. In 2011, the mall failed to replace hundreds of Korean brands and pform high-end shopping malls.

At the end of 2011, the mall adjusted its brand once again. Although the Korean retail giant still had the name "Lotte", "Han Fan Er" has become more and more weak.

What is more consistent with the adjustment is that Lotte Yintai department stores are not only satisfied with their achievements, but also the management of the company has changed several times.

Now, once again, the luxurious brand lineup and renamed IN88 are the third great changes in the mall.

IN88 is trying to erase the shadow of the original Lotte Yintai. The golden 2014 IN88 sculpture standing in front of the door attracts many tourists to take a group photo.

Although it has changed its name and has a completely new image, its internal staff are not familiar with it all.

When a customer inquired the name of the store, the staff responsible for opening the door said, "this is Lotte Yintai."