Business Is More Difficult To Fight.

When Shenzhen holdings first wanted to make commercial real estate, Dong Fang heard a saying: doing housing is a pupil level, and doing commercial real estate is the level of college students and graduate students. "In the early days, we felt that this statement was a bit exaggerated, but the more we did it, the more profound it felt. The house is bad, so long as the price is reduced, it must be sold out. And once the business is bad, Price No one is going down again! "

Present China Shopping Mall There has been a trend of excess volume. According to Dong Fang, there were about more than 20 new projects in Shenzhen in 2014, and the volume of shopping centers increased by about 500000 square meters. At the end of 2013, there were 46 shopping centers, with an area of 3 million 80 thousand square metres, plus 3 million 600 thousand new square meters in 2014, and more than 25 shopping centres built and not yet opened, with a new commercial area exceeding 2 million square meters.

By about 2015, Shenzhen There will be more than 70 shopping centers, covering an area of over 5 million square meters. "This is a worrying thing. It is estimated that many shopping centres will face greater difficulties. It is expected that 10-20% will live better."

In the face of this situation, how will Shenzhen holdings break through? "Shopping centers are not just shopping, but also experience. Our business positioning is experience, the core is to avoid homogenization competition. In addition to the highly concerned "deep industry city", in the interview, Dong Fang also revealed two other large scale commercial projects without media exposure.

One is the urban renewal project "Shenye Dongling", which is located at Huang Ling Ling, the starting point of Shennan Road in Luohu. It is located in a modern complex with south of the Five Ridges style, which is an open three-dimensional commercial block, a fashionable shopping center, a subway commercial street, an office building, and a mountain dwelling house.

Another project located in the northern part of Luohu District and Sungang Qingshui River logistics park is the only permanent urban industrial complex in Shenzhen city. Due to the idle train track, Shenzhen holding intends to preserve and spanform the abandoned train tracks, locomotives and warehouses, and create a "Railway Cultural Park", supplemented by bars, restaurants, coffee, cultural exhibitions and cultural entrepreneurship.

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Since March 18th, Chanel announced that China has cut prices in Europe, it has listed the headlines of every big print media, websites and news WeChat in those days. Anyone who doesn't mention Chanel will feel isolated from the world. Even the metropolitan newspapers have produced a full page scale to carefully observe the past and present of this brand action.

No matter what it means, the marketing of Chanel has done or is about to achieve:

First, Chanel is not known for advertising expenses. Luxury goods only rise in price but not in price. However, such a large span is the opposite of the core target customers, high-income but not rich potential target customers, and non target customers who look up to the stars. They all have a clear understanding of Chanel brand in a very short time. This is a very important foundation for the brand's future sales decline in China, as well as long-term training for consumers, and it does not cost a penny.

Two, in the short term, it will stimulate consumption greatly. Shanghai has queued up for a lot of money, and many classic items will soon be out of stock. Chanel has never seen in the Chinese market before. In the 2012 fiscal year, the total sales volume of Chanel increased by 26% compared to the same period last year, but dropped to 8.5% in the 2013 fiscal year. Chinese consumers buy luxury goods 67% overseas. Why? Because there is a price gap, no price difference, China's so good location open shop, there will be no income.

Three, stand out in the competition of luxury goods. The first person to eat crabs is always worth remembering. This era of price cuts may still be remembered for many years. There are many luxury brands similar to high unit prices, such as Paris, BV, Celine, more expensive Hermes, and tired LV and Prada. Up and down a lot. But this time Chanel's eyeballs and word of mouth have stepped to the forefront.

Four, after the price cuts, profits will not be lost at all. Why? Why? Zhou Ting, a luxury goods expert, has sharply reminded us that the European market is going up substantially, and the increase is more than that of China. Such as Le Boy, European prices rose from 3100 euros to 3720 euros, and 11.12 European prices rose from 3550 euros to 4260 euros. In this way, a balance will only make steady gains, and you will know where the profits of luxury goods can be higher than the profits given by China. Even if it is too small and too profitable, the sales and profits will exceed the level of small profits.

Five, the global price of luxury goods. This is a trend, and credit goes to it. If Chanel sells well after the price cuts, other luxury brands will follow suit in the future. In fact, everyone will try slowly because the global price balance is an inevitable trend. Last year, the LVMH group had asked its two watches to do the same price with Hongkong. But because the watch is too expensive and the customers are not public, Hongkong and Europe also have price differentials. After the Chanel is in place, it is clear that the watches of Dior and LVMH groups are going down, and in any case, the price of luxury goods will be named after Chanel and Chanel.

Six, crack down on fake goods and purchasing agents. This must be one of the original intentions and expected results of Chanel, because both of them are based on the price gap between the Chinese and foreign markets. Once the spreads are squeezed, their profits will be thin. This group of people will fade away slowly, or turn to other profitable brands. Just as domestic luxury goods say frankly, "we are not afraid of price cuts, we are afraid of fake goods, and the channels of purchasing channels that are difficult to distinguish between real and fake products to interfere with the market". Chanel's move has done or is about to do so.