New Light World Women Shoes District Luxury Single Category Retail Debut

After the department store and shopping center, the Luxury Retailing industry has developed a new format in China: single sales distribution mode.

In fact, this single product retailing format is accompanied by the continuous maturity of consumers, meeting the needs of market segments, and achieving the inevitable outcome of the closed loop of commercial retail and offline services.

Zhou Ting, President of the Institute of wealth and quality, believes that service and experience are more important in the process of luxury sales. To some extent, the single category retail formats meet the needs of consumers on demand shopping. On the other hand, following the "de LOGO" of luxury consumers, the brand will soon be launched. Consumers will pay more attention to the cost performance between product quality and price, and promote the pformation of business format.

Located in Beijing's Grand View Road, Xinguang world is the most concentrated commercial real estate project in Beijing luxury industry. It has the reputation of "the largest and most profitable single department store in China".

It is reported that the new light world is jointly established by Taiwan Xinguang three cross department store and Beijing Hualian Group, each of which has 50% shares, with a total capital of 750 million yuan.

Since its opening in 2007, it has been concentrating on improving the shopping experience of consumers.

Despite the news that Taiwan's management team has pulled out of shinguang, it does not have much impact on its development.

As a matter of fact, this new world has opened up a special area for women's shoes, which is an upgraded project of Xinguang.

Reporters found in the area, a number of luxury luxury women's shoes category, are concentrated on the floor, and brand monomer shop in the form of presentation.

Although this single type of retail format has just started in China, such retail formats have already appeared in Europe.

Tina is a fashion buyer, often in Paris, Milan, Florence and other areas "sea Amoy", she likes this kind of single product retail shop, "not very influenced by the brand, really scouring the product that is suitable for Chinese consumers."

But Europe's single retailing format is relatively mature, but Tina says the shops may only be half or 1/3 or even smaller in the shinguang women's shoes area.

At present, the area of women's shoes is still separated by brand names. Zhou Ting thinks that this kind of retail shop will be presented under the guidance of customer demand in the future.

At that time, when consumers need to select shoes suitable for dinner or business shoes, they can go straight to the corresponding area and buy them on demand.

At present, most commercial real estate is "divided by brand area". The quality of brand sales depends largely on consumers' recognition and loyalty to the brand.

And the way of dividing the region according to demand will further weaken the influence of the brand on consumers. For luxury goods, how to strengthen the impression of the brand in the eyes of consumers will become the focus of the new sales mode.

To be sure, the "de branding" wind, which has been blowing up after "LOGO", may bring "pains" to the luxury brands, and the prelude has begun.

Footwear is only an attempt to sell products in the new world. The reason for this attempt is that in many luxury goods, there are more rigid demands and brand weakening.

For most female consumers, a pair of shoes has a greater degree of rigidity in terms of comfort, besides being suitable for clothing and suitable for occasions.

For luxury goods, the comfort level of consumers will be greater than the brand influence itself.

except

Next, such as

Glasses, leather bags and other clothing, accessories category, will be the first to take the lead in such a single retailing way, and jewelry, watches and other hard luxury goods, are still more in the form of exclusive stores.

If you want to "touch the net", the luxury brand reaction seems to be slower than fast fashion and other consumer categories.

Now, the big players are carrying out digital pformation.

Over the past 5 years, China's high-end commercial real estate projects have sprung up everywhere, and luxury brands have increased their strength with their pace.

But all kinds of criticism make commercial real estate slowly seeking pformation.

Not only are the luxury brands such as Patek Philippe, Hermes, Johnnie Walker, Dunhill keen to open the Home experience center, but Zhou Ting believes that the retail industry dominated by commercial real estate will find more breakout opportunities if it can create product experience space before these luxury brands.

"New light heaven and earth to open up women's shoes area is just the beginning. This is right, it's an advanced move."

Zhou Ting commented on this change in the format.

The traditional retail format is B2B2C, including Xinguang Tiandi and many department stores, which have a large number of members.

But the problem is that the members of these department stores are far less viscous than their brands and members.

The advantage of a single retailer is that the B in the middle of B2B2C can be shielded and directly associated with customers.

In recent years, by the impact of the electricity supplier, many commercial real estate bosses complain that the retail industry is becoming more and more difficult to make money. Many stores have become "fitting rooms". Consumers are looking at products in the physical stores, taking down the number of goods, buying them online, or even buying them directly on the phone.

And single category retail service from the consumer demand, gathering sticky consumers, which is conducive to the negotiation between commercial real estate and brand.

All along, the game between commercial real estate and luxury goods is often at a disadvantage. Many commercial real estate attract luxury brands to open stores by way of renovation, so as to enhance the taste of commercial real estate and attract consumption.

One of the bewilderment of commercial retailing is that there is no real customer. Zhou Ting has decided that if the brand experience space of the commercial real estate is mature in the future, commercial real estate will firmly grasp the C end quality resources of consumers, which will change the gambling relationship between commercial real estate and brand.

Nowadays, most commercial real estate projects have become a place for friends to watch movies, parties and meals. The function of retail is becoming weaker and weaker. In addition, the function of product experience is completed, and retail sales of single category will break through the O2O closed loop.

Such changes undoubtedly bring new challenges to commercial retailing.

The above leaders said that exploration and innovation are their unremitting pursuit, and always convey the fashion attitude of high-end department stores to consumers: constantly improve the brand mix and improve the overall service quality with the forefront of fashion trends and comfortable shopping experience, create a new and comfortable retail space for fashion consumers, and provide a perfect quality shopping experience.