Lac Crawford Fought For Middle Class Consumption In China

　　 Field investigation

The buyer's bag rate is less than 30%.

The recent Financial Street shopping center, Lian Kai Buddha, is romantic and lively because of the Christmas special event called "Fantasia", which has made the top and cold Asian buyer of Beijing store on a cold day.

Last Saturday evening at six or seven pm prime time, the reporter came to the 7400 square meter shopping area and three floors of Beijing Financial Street shopping center, lac Crawford department store survey found that in about an hour, 117 people entered the shop, the actual number of 27 people, the bag rate of about 23%. Among them, there were six groups of 30 year old, two men and two women who entered the shop. Among them, there were young ladies with delicate makeup and beautiful clothes. The men were neat from head to toe, and others wore the limited edition coats of Alexander Wang and H&M who were snatches away last month. However, none of the six groups of 24 tide shoppers traded in shopping.

At this time, it is just before Christmas that there is a high popularity period for preferential activities. On weekdays, the shop in Beijing Financial Street shopping center often fails to see a few guests in half a day. Its business hours have also been shrinking since its opening in 2007. It is now open from 11 noon to 8:30 pm.

In the eyes of international fashion brands, the mainland market is a piece of fat. The booming consumer market is constantly changing, and emerging consumer groups are gradually forming. However, the embarrassment is that it can appreciate the group of customers who buy costumes from Asia's top buyer team, but can not afford to pay 30 thousand -4 yuan per unit price. "Whether it's Financial Street's Lafayette or Xidan's old Buddha's department store, you go to observe the passenger flow there, most of them are twenty or thirty year old young people who are willing to shop in these leading boutiques, but have no corresponding purchasing power." Qiu Zhengwei, general manager of China Danish luxury brand Rosemunde, told the Beijing Commercial Daily reporter.

The same prime time, last Sunday night six or seven points, one hour, 62 people into the shop, the actual number of 8 people purchase, bag rate of about 13%. This time, it was the largest local buyer shop, P-Plus, located in the shop of the overseas Chinese shopping center. Its core product price is concentrated at 2000-6000 yuan, and its business area is about 60 square meters.

This means that P-Plus, represented by Furla, Jil Sander Navy, Robert Clergerie, Daydream Nation, and other high-end high-end fashion brands, has created nearly 5 times the efficiency of Lian Crawford in one hour with the business area of 1/125 Lian carver.

　　 Market segmentation

　　 Lane Crawford Turn around the middle class

Wu Zongen, chairman and chief executive officer of link Crawford group, said: "the market in the Greater China region is changing rapidly, the luxury market is becoming more mature, and the new middle class with superior taste is growing rapidly, bringing new opportunities for development beyond the existing retail business".

The Beijing Business Daily reporter learned that the company of Lac Crawford, which was affiliated to lac Crawford, was independent of the Chinese stirrup group of sister company, which was originally named Lian Kai Fu, at the beginning of this month, and became a new business department. The new business will work with more large international brands to meet the needs of the rapidly rising middle class customers in mainland China. We will focus on developing the international high-end fashion trends and fashion brand business with large development space, and actively look for brand cooperation that has potential to open more than 100 outlets in China's first tier to four tier cities.

Hua Ding Group's relevant person in charge told the Beijing Commercial Daily reporter that the newly separated Hua Stirling group will have both retail management and brand management functions, and open up new sales areas and channels outside the existing business.

It is reported that in view of the new target consumer market, Hua Stirling has introduced the fashion lifestyle clothing brand Juicy Couture introduced by Junsi group in Greater China in 2006.

Focusing on the middle class means low unit price and low quality.

"China's middle class has been formed, which is also the watershed of market segmentation." Zhou Ting, director of the luxury goods field and President of the Institute of wealth quality, said that between luxury consumption and public consumption, boutique consumption is the consumption corresponding to the middle class. This kind of consumption is lifestyle and experience, which requires boutique buyer shops to form effective circle marketing teams, differentiated subdivision products and store teams that can really provide shopping experience services. This is an opportunity and challenge for buyer shops seeking new businesses.

And the middle class is the target group. Hongkong I.T group said that the accelerating pace of industrialization and urbanization in the mainland, the rapid growth of the lower level cities and the trend of increasing the quality of life by the middle income class, in the long run, provided a favorable business environment for the unique high-quality brands. In the first half of fiscal year 2014, I.T group's own brand was the largest source of revenue, accounting for 56.1% of its total revenue.

A top luxury brand buyer in Italy told the Beijing Commercial Daily reporter that the number of buyers in the middle and high-end stores in China is large, and that the P-Plus expansion is the fastest.

Reporters registered on the official website of Shenzhen pin Jia Department Store Limited, which has learned that in just two years, P-Plus has covered 16 cities from the north to Hangzhou, Xi'an, and even Guiyang and Jilin from the first line to the three or four line. It is not difficult to see that the domestic middle class consumer market has gradually matured.

　　 247 stores nationwide

Buyer's department stores welcome the second round in China compete

Since 1997, when the French buyer's department store Giant Buddha fell to the Chinese market in the early days of Wangfujing, in 17 years, Lafayette from Hongkong, Joyce, I.T, 2013 returned to China's old Buddha, and 10 Corso Como from Italy... Overseas buyers started the horse market in the mainland market.

In contrast, the number of local boutiques in the mainland market has also covered the country at an alarming rate. In September, China's largest commercial real estate consulting firm, RET Rui Yide, released the Research Report on "Chinese buyer shop". There are 247 home and overseas buyers in mainland China, including 75 in Shanghai, 46 in Beijing, 27 in Guangzhou and Shenzhen, and 21 in Chengdu. The number of brand buyers has increased from 51 to 2 when it entered China.

In the overseas buyer's shop, taking Italy's Attos as an example, the first store opened in Shanghai in 2011 has opened 5 stores nationwide, far exceeding the well-known shop speed of Lafayette and Lafayette.

The competition in the fashion buyer system has already taken shape. How to stand out in the fierce competition, Zhou Ting believes that we must focus on customer segmentation and product segmentation, from service to experience precise docking. In 2013, I.T closed its 31 stores in the mainland and reclaimed the emerging markets with its own brand. As for the newly emerging department store brands in China, they are on the road of expansion with the pursuit of "new luxury" P-Plus.