High End Disregard " Double Eleven " Luxury Store Shopping Without Promotions.

Here world Clothing and shoes The Xiaobian net introduces luxury goods, ignoring the "double eleven" high-end customers who prefer the physical store shopping.

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As a luxury gathering place in Qingdao, Hisense Plaza has assembled many international front-line brands in clothing, cosmetics, jewelry and other fields. On the day of "double eleven", the official WeChat of the shopping mall launched the "double eleven shopping spree" sales promotion words. Its activities cover many fields such as cosmetics, bedding and small household appliances, but most of the international first-line brand luxuries such as PRADA, LV and GUCCI are not involved in any promotional activities. Insiders say that "double eleven" is a carnival of ordinary citizens.

　 Many famous brands do not take part in promotional activities.

It is understood that this year Hisense square first tried to "double eleven" as a marketing node, but the scope of activities is not large. On the first floor, only part of the ornaments and nourishing and health care products are involved in the market activities; only the cosmetics on the first floor are involved; there is no commercial participation on the two floor; only some brands of shoes and hats are involved on the third floor; some bedding and small household appliances on the four floor are involved. All the international first-line brand clothing, watches and other commodities did not participate in the "double eleven" promotional activities of Hisense Plaza, and all brands did not do online promotional activities. Shop assistants at GUCCI, LV and other stores on the first floor of Hisense Plaza said that there was almost no discount in the shop all year round, and the "double eleven" period is no exception. "We don't do online promotion either."

"Hisense Plaza has two major marketing nodes every year, one is the celebration time, one is Christmas time, only these two activities are relatively large, some luxury brands will participate in it. The "double eleven" Hisense Plaza has a very limited publicity scope and limited brand participation. A staff member at Hisense Plaza said that the cosmetics brand participated more in this event. Apart from shopping, they could enjoy double points. Some cosmetic brands had launched the "explosion", Limited sales, or even less than half off. Because of Limited sales, many product activities were sold out the same day. The salesperson of LA MER counters said, "double eleven" on the same day, the shop launched several single products with the activity of the shopping mall, and the activity was robbed five minutes. "A lot of old customers got the news. On the day of the activity, the mall did not come to the door. They rushed to buy it at the door and sold it in five minutes."

According to a clothing salesman, because Hisense square "double eleven" on the same day there are promotional activities, "fit" a lot, sales revenue increased. "Our family's" double eleven "sales volume is 40 thousand yuan on that day, usually ten thousand or twenty thousand yuan. A Italy brand scarf shopkeeper said. "Our customer base is relatively stable, like some of the traditional holidays in China, but on the day of" double eleven ", many of our customers may not have time to spend.

　　 High-end Customer Prefer shopping in a physical store.

"Most of the citizens who come to our home are 30 to 60 years old, especially young people under 30 years old." Ms. Li, Assistant Store Manager of a BELLE scarf shop (Shanghai Mega Charm Fashion Technology Co., Ltd.), said that she had been working in the BELLE Plaza from the shop. The scarf price of the shop started from 500 yuan, and it was not topping, and the most expensive one was sold for 19800 yuan. Not only did the store "double eleven" never engage in activities, but usually there was no activity at all. "Age affects consumer spending habits," she said. "Many customers simply don't have the habit of buying online."

On the morning of November 13th, the city correspondents / correspondents interviewed several people who came to shopping in Hisense square. Most of them said that the "double eleven" didn't get on the Internet. "It's customary to buy in a physical store, not like shopping online." Ms. Wang, a high-end customer, said she had a membership card in Hisense Plaza and could buy a lot of clothes and accessories in Hisense square. "Shoppers in the store will recommend and mix with you. You can also see objects. I think this is very good. It's not practical to buy things online and not see them in real life." Most shopping shoppers and Ms. Wang think so.

A staff member at Hisense Plaza said that some customers would also choose to buy from a famous discount store or buy someone to buy it. But people who choose online shopping are still few. "Some brands may sell for twenty thousand yuan in the country, and they can buy two or three pieces of money abroad, and they can take the opportunity to travel."

　 "Double eleven" is the carnival of ordinary people.

Insiders said: "double eleven" is the carnival of ordinary citizens, high-end consumer groups still like to go shopping in physical stores.

A staff member of the Qingdao Hisense Plaza corporate propaganda department said that sometimes shopping is not just buying goods, but also buying "intangible assets". "We will follow in." Market "Brand cooperation, and regularly carry out some member salon activities, we can not only see world-class designers, but also learn some clothing collocation and image design knowledge on the spot. These are some ordinary shopping malls that can not be found. Online shopping mall customers are scattered all over the country, and the brand is complex, and the possibility of developing such services is very small." In other words, high-end customers enjoy a high level of social networking opportunities while enjoying the shopping process in the physical store. Site experience and after-sales service are very "intimate", these intangible assets in Tmall and other online shopping mall is not realized. City correspondents / correspondents interviewed found that most of the citizens who used to shop on the mall were students and general working groups. Therefore, at present, "double eleven" can be regarded as a shopping Carnival of ordinary citizens. "Some brands of online and offline products may be doing activities at the same time. If they are our members, they are more willing to buy them in shopping malls. Price advantage is a temptation, but we will guarantee spot, quality and after-sales service. " The staff said that high-end luxury goods can not be a bit of a bump, shipping and storage may be a difficult point, taking into account the various factors such as returns, high-end luxury goods to participate in the "double eleven" online activities are not many.