The Central Shopping Mall Breaks The Tripartite Stand Pattern And Strives To Be The "Wu Guang" In Nanjing.

In September 5th of this year,

Brand Estee Lauder threw its "Hydrangea" at fourth retail terminals in Nanjing to the central shopping mall.

On the 7 day of the golden week of national day, the central shopping mall, Estee Lauder counters, opened the "full moon". It achieved an astonishing sales of nearly 700 thousand yuan, and the membership of the counter increased rapidly to more than 7000.

Under the leadership of Estee Lauder and other international cosmetic brands, 7 days of golden week, the retail sales of cosmetics in the central shopping mall increased by 30% over the same period last year.

From last January, when Lancome opened its cabinets to L'OCCITANE in September last year, and then to Estee Lauder in September this year, 13 brands of cosmetics already came to the central shopping mall, and Han Hui, assistant manager of the cosmetics department of the central shopping mall, told reporters: "this is just the beginning."

13 big cards

The upgrading of the cosmetics brand in the central shopping mall began last year.

Reporters learned that in January 18th last year, Lancome entered the central shopping mall, which is Lancome's first traditional department store in Nanjing.

Since then, the introduction of cosmetics brands in central shopping malls has become more frequent.

Up to now, a total of 13 international first-line cosmetics including Estee Lauder, Lancome, Biotherm, Yueh Mu source and Julie Kou have been opened in central shopping malls.

Moreover, these counters have launched new concepts.

For example, the source of Yuet wood is a brand new image store in the central shopping mall, which specializes in setting up a private experience area to provide consumers with a tailored private skin care experience free of charge.

Shiseido imported the first new concept cabinet in Nanjing, creating the first "human shaped" consultation desk in China, which can provide one to one consultation service for 3 customers at the same time.

"The introduction of big brands has promoted the sales of shopping malls as well as improving brand quality and guiding consumers to improve shopping quality."

Han Hui said that three or four years ago, the price of cosmetics customers in the shopping mall was between 200 and 300 yuan, and the current unit price was basically between 600 and 800 yuan. "This is due to the introduction of these first-line brands."

Big cards are together, sales performance is the biggest advantage

What charm does the central shopping mall have to bring together 13 international first-line cosmetics brands?

In this regard, Han Hui gave a simple and clear answer: "brand introduction is a two-way choice.

On the one hand, the upgrading of shopping malls must let consumers enter the shopping mall to feel it.

Therefore, the cosmetics brand on the first floor is particularly critical, which is our first intention to introduce the international first-line brand.

On the other hand, the high-end cosmetics brands have gradually realized that they should take a low profile and follow the pro citizen line.

In this process, there is no doubt that the old brand, the large volume, the whole guest layer, and the central shopping center located in the core business circle of Xinjiekou undoubtedly have the biggest advantage.

The same reasons are also given.

Prior to entering the central shopping mall, Lancome said that when choosing cooperative shopping malls, they especially valued the strength of shopping malls.

In 2012, the sales volume of the central shopping center exceeded 4 billion yuan, ranking the highest in the national shopping malls.

At present, the total number of cosmetic brands in the central shopping mall is more than 50.

Han Hui revealed that by the end of this year, the first special counter of YSL in Nanjing will be stationed. Besides, four or five famous international cosmetic brands such as Chanel, Ke Yan and Armani will also come in.

At that time, the cosmetics brand of central shopping center will account for about 50% of the total number of cosmetics brands.

Break the tripartite stand pattern and strive to be Nanjing's "Wu Guang"

For consumers, buying international first-line cosmetics may go to golden eagle, Germany square or ocean department store.

Today, the central shopping mall is undoubtedly a good place to go.

More and more first-line cosmetics brands have been stationed in Nanjing, while enhancing the gold content of the central shopping mall brand, but also to a certain extent, it has broken the existing cosmetics market structure.

"

Brand upgrading process, we will not break.

It is not our ultimate goal to rewrite the pattern of Nanjing's cosmetics market. We hope that in the near future, the central shopping mall will become Nanjing's "Wu Guang".

Han Hui said.

Han Hui's "Wu Guang" refers to the Wuhan square.

It is reported that cosmetics in Wuhan square in 2012 achieved the two national "number one" brand number and scale of the first, has 70 international second-line brand; sales first, annual sales exceeded 520 million yuan.

In the view of the industry, Wu Guang's two "first" acquisition, "brand whole, high and low grade all take into account" is the main reason.

At the moment, the central shopping mall is also moving towards this goal.

"Let me give you an example. By the end of this year, after the opening of YSL, Armani and other brands, almost all cosmetic brands of L'OREAL group can be reunited in the central shopping mall.

From Maybelline, to Yuesai, Paris L'OREAL, to Lancome, Biotherm, to Armani, YSL, we can meet all levels of consumer demand.

Han Hui said.