Hangzhou Tower: A Concentric Circle Around Luxury Paintings

The most important thing in innovation is to see what your strengths are.

For Hangzhou Tower, it may be luxury.

In 1999, Hangzhou Tower introduced the first luxury brand, Dunhill. Since then, Cartire, Hermes and GUCCI have been to LV. Many brands ranked first in the world, and the industry called Hangzhou the "luxury third city".

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Looking at the windows on the 37 floor, Hangzhou Wulin Square is like a big construction site. Under the sunshine of autumn, it is busy and confused.

And this seems to coincide with the current state of shopping malls.

Behind the appearance of collective decoration is anxiety, pain and confusion.

The electricity supplier disrupted the original retail ecology and plunged it into a new chaos.

"Everyone is looking for directions.

The biggest fear is not the difficulty, but the lack of direction.

Tong Minqiang, chairman of Hangzhou Tower, said: "for the Hangzhou Tower, luxury is still the core. Concentric circles around it is the next thing we should do."

The first circle

From A to D

Fine farming

Yesterday, at the east end of block A, Dior's BA was trying to test the latest foundation solution for a MM.

In the recent Beauty Festival, a total of 2000 yuan to send 400 yuan activities touched many guests.

However, by the first half of next year, Dior may not be in this position.

Prada will open a 300 square meter shop here.

Thereafter, the low-key BV will be placed in the B seat.

The most important thing in innovation is to see what your strengths are.

For Hangzhou Tower, it may be luxury.

In 1999, Hangzhou Tower introduced the first luxury brand, Dunhill. Since then, Cartire, Hermes and GUCCI have been to LV. Many brands ranked first in the world, and the industry called Hangzhou the "luxury third city".

Later, only the B1 building was not enough, and the luxury goods climbed up the stairs.

The entry of Chanel in 2009 laid the status of luxury shopping mall in Hangzhou Tower.

According to relevant data, last year

The mainland luxury market increased by only 2% over the same period last year (7% slower than that in 2012), and it will also grow at a low level in 2014. But China is still the main battleground for luxury goods.

More importantly, China's luxury consumption has matured more than ten years ago. For example, male customers accounted for 90% in 1995. Now men and women are equally divided, and women's products and fashion markets continue to expand.

"In addition to going up, luxury goods should also be penetrated from B to A, C and D, and intensive cultivation."

Tong Minqiang said that in the next three years, the style of four buildings will be refined.

A stands for "she". Chanel and Prada are right and left, and the lobby is 3000 square meters from the front hall to the back hall. The B seat is "him", and luxury men are here.

C block and 80 after 90 talk about cutting-edge personality luxury, such as Michael Kors, TORY BURCH and so on have been settled.

The D seat is "specialized", the list, sports and underwear are the best.

The adjustment is a long and meticulous work.

In addition to Prada, Saint Laurent Paris, Paul Smith, Lanvin, Givency, Alexander McQueen, Moncler are also under negotiation.

In the future, Hangzhou Tower will present a multi-level luxury system, including first-line luxury goods, independent designer brand, light luxury, functional sports brand, and so on.

The second circle

From nursing home to book bar

Let consumption have more sense of scene.

Beside the VIP Hall of the Hangzhou Tower C3 building, there is a very small SK-II. Don't think it's a product. If you walk into a warm room, a girl is enjoying professional nursing.

She wants to buy a legendary SK-II "fairy water", but I don't know if it is suitable for me. Please ask the nurse to see it and pick it up.

Like this nursing room, there are 6 rooms in the C block of Hangzhou Tower. If you take a closer look, you will find that they correspond to the brands in the cosmetics shop on the first floor of A.

The process of guest experience is also an opportunity for brand infiltration, because it is not so disgusting as free.

In the face of the "rush around" of electricity suppliers and shopping centers, many shopping malls have carried out the banner of increasing experience and strengthened stickiness.

The test of water in the shopping center shows that the proportion of catering, entertainment and other supporting facilities is not as high as possible, but even more than a few restaurants.

In the three year plan of Hangzhou Tower, the auxiliary battalion will reach 25 thousand square meters, besides restaurants, children's playing area, baking room, book bar, outdoor sports health testing hall, flower art hall, etc.

Light book bar, there are coffee bar, lady's book bar, outdoor book bar and so on.

In the past, the gold position was given to the merchandise. Later, it may be divided into service classes.

Collection of bookstores, aesthetic life, coffee, exhibition and fashion fashion in one of the "exceptions", was the middle of the Hangzhou Tower.

Order a cup of coffee and turn over the books that you haven't touched for a long time. During a walk, you can stroll around the clothes full of design sense. Occasionally, you can also pass through the costumes and walk into the casual exhibition.

"We have basically talked with the exception."

Yu Yong, general manager of Hangzhou Tower, said that the future consumption is social and situational.

This is why Hangzhou Tower has included small shows and art exhibitions.

Perhaps the reason for dealing with luxury goods is more, in Zhejiang's shopping mall, Hangzhou Tower is particularly focused on the details of the service.

There are several washbasins in children's toilets, which are written in the promotion plan.

While watching the exhibition, drinking coffee and then satisfying the wishes of shopping, the happy market life is all the same.

The third circle

Internet plus

Building a city of wisdom

With social networking, Wi-Fi has become a popular standard in retail industry.

"Do you have Wi-Fi in your store?" if it's "Yes", TA will breathe in and enjoy it on your site.

Although Hangzhou Tower has Wi-Fi, it has not been able to achieve full coverage.

However, in the next year, shopping mall will achieve free Wi-Fi coverage.

Therefore, after the upgrading of the first few circles, customers can really stay in a city and enjoy life outside work.

Because of the "Internet +" catalyst, traditional marketing and services have produced chemical reactions.

Earlier this year, Hangzhou Tower took the lead in trying out WeChat red envelopes in children and cosmetics stores. The sales volume of some children's brands increased by nearly 10 times over the same period last year, and the daily sales volume of the entire shopping center was at a record high.

Internet + may be an access mode for many traditional industries.

A clever businessman may not be completely Internet oriented, but he must not refuse to borrow the net power.

According to Yu Yong, Hangzhou Tower will also add many smart devices to make shopping easier.

For example, the electronic screen in the mall, in addition to shopping guide, customers can also integrate inquiries, coupons printing, interactive experience, two-dimensional code scanning.

And its setting, placement and height are as comfortable as possible for guests.

In addition, shopping mall e-ticket printing and parking lot management are more intelligent.

Maybe when you drive to Hangzhou Tower to shop and enter its scope, the system will remind you of where there is a vacant place and no need to drive around in the parking lot. When you enter the shopping mall, you will receive customized travel information, dental cleaning and dental vouchers issued by the mall, so you don't have to be surprised how it knows you just need it, because it is all the analysis of big data; and when you buy something, you have a parking ticket directly on the small ticket...

"This mall understands you."

Tong Minqiang said, and this idea will also extend to the new project in Qianjiang New Town, Xizi international "501", a life art center named "No. 1 of Wulin Square", where Hangzhou Tower is located.