Beijing'S Luxury Brand Expansion After Anti-Corruption

Recently, the Beijing retail property market report was released in the third quarter of 2014. According to the latest data released by Beijing Statistical Bureau, the total retail sales of consumer goods in Beijing reached 574 billion 30 million yuan, up 8% over the same period last year. Among them, the growth rate of online retail sales has reached a new high. Year-on-year An increase of 56.6% to 80 billion 420 million yuan. Restaurant revenue continued to show downward trend in the current quarter. Over the same period, the consumer price index fell by 1.3% to 102 over the same period. The consumer confidence index has rebounded to 105.9 for the first time since the 3 quarter of last year, an increase of 2.5 points compared with the same period last year, and the quarter rose 3.3 points in the quarter. The high latitude world expects that the upcoming golden holidays such as Christmas and new year's day should boost consumption, and it is expected that food and beverage revenues will be greatly affected.

The report shows that in the 20114 quarter of third quarter, the overall rent level of retail property of several core business circle benchmark projects increased steadily compared with the previous quarter. Meanwhile, the brand new signing ceremony of the new shopping mall, located at the Wangfujing business district, is expected to start in early September. The entry of new projects will certainly increase the volume of passenger traffic in the Wangfujing business circle. It is expected that Wangfujing will benefit from its superior location and be favored by many domestic and foreign brands, and the rent will continue to increase slightly.

From the overall market perspective, extravagant Product brands are no longer just expanding the number of stores. Instead, they begin to focus on the performance appraisal of individual stores. This is the current development strategy of luxury retailers, and the focus is shifting from quantity to quality. At the same time, the overall luxury market is slowing this year. The high latitude world expects no more than 4% growth in one to two years. Huang Qigang, director of the Beijing Consulting Department of high latitude global, believes that China's anti-corruption has a greater impact on the luxury industry. Luxury brands have adopted "low key" measures. On the other hand, domestic consumers have gradually become "smart", and these consumers have changed from "the earliest pure brand worship to the choice of more channels". On the purchase route, the consumption of luxury goods in mainland China is more than three times that of overseas sources, and more and more consumers are spending luxury goods through overseas purchases.

Huang Qigang said: "luxury goods are facing changes in consumer tastes and consumption patterns. For example, more and more consumers are paying more attention to product quality and personalization characteristics. They prefer to dilute LOGO products and pursue low-key luxury. How to understand consumer psychology? Conduct The adjustment of product style, the balance of brand quality and the number of outlets will become the main task of the next stage of the brand. "

Lin Rongjie, executive director of high latitude Global Research Division, said: "under the dual impact of downward pressure on the economy and growth of online shopping, retailers at home and abroad continue to be cautious about their brand expansion strategy. The proportion of public catering in major shopping centers will continue to increase, and it is expected that the current downward pressure on catering revenues may occur. The centralized supply of new deal will bring pressure to the project investment. The entry of new projects may affect the overall evaluation of rents in the business area of the project, but the scope will remain reasonable.