Retail Industry Is Changing, And Personalized Development Is Coming.

Fine positioning, Luxury Retailing change, push personalized store

Luxury industry

After a period of low tide, after a painful period, a disruptive change was finally launched. After Hermes launched the Hermes house, LV launched a flagship store that could be read. More and more luxury goods began to push the "personalized" store. This is not only a sales center for a commodity, but also a coffee shop, library, museum and other social places.

At one time, the big business of "talking about the pipa" talked about the big business of electric business. In 2015, it also expanded the electricity business in large scale, and sold products with traditional stores.

The change of luxury brands also forced the pformation of luxury department stores: the department stores are becoming more and more difficult to attract luxury brands to enter. Now, Shopping Mall has become a social place such as consumers watching movies and dinners, which is far away from the target consumers of the brand. The orlis mode has attracted a large number of consumers in a short time, but many brands are specially tailored for Oteri J's products, and the frequent customers here seem hardly to become the real core consumers of the brand.

"High speed growth will mask a series of problems. Now the slowdown is the" new normal "of the luxury goods industry in China, and consumer spending habits have also undergone tremendous changes. No matter the brand side or the retailer, the new changes must be welcomed in a totally new way. The pformation of luxury retail formats has just begun.

Liu Yuan, a cultural and creative industry investor, told the China business newspaper.

Recently, the new light world Suzhou store opened by Taiwan new Guang San Yue Department store opened.

Taiwan Xin Guang San Yue has created a miracle of department stores.

The Beijing SKP, located in Beijing's great hope road, was once called "Xinguang Tiandi". It was created by Taiwan Xin Guang San Yue and Beijing Hualian. It is still the most profitable department store in the national luxury brands and high-end department store pcripts.

It is reported that Beijing SKP was profitable in that year, and its annual turnover increased by 30%, and the annual sales volume was the highest in China.

The reason for the renaming is the change in equity between the two sides.

This time, Taiwan's new light and three Vietnam has brought its experience in luxury and high-end department stores to Suzhou.

Reporters walked into the store and found that regardless of their layout or business philosophy, this time, Suzhou Xinguang heaven and earth has made more innovations to change consumers' impression of traditional high-end department stores.

In recent years, the newly opened department stores or shopping centers, the best position is almost all left to the luxury brand, many commercial real estate investment departments in order to attract international luxury brands to enter, even rent N years, packaging repair, no management fees...

This has also led to the "passive" expansion of luxury brands.

"The location of Suzhou Xinguang world is" light luxury ". Consumers are not only shopping in the traditional sense, but we are more to convey to consumers the best way of life and ideas.

Wu Xinda, chairman of Xin Guang San Yue (China) Investment Co., Ltd.

Along with this idea, Suzhou's Xinguang Tiandi investment attraction focuses on recruitment.

Brand and niche brand, rather than traditional luxury goods, and at the same time in layout, it also changes the "same pattern" layout of department stores, which combines shopping, leisure and catering on every floor.

MOOOST brand, located on the four floor of Suzhou Xinguang world, is a niche brand discovered by Xinguang Tiandi.

Ai Yanming, the person in charge, told reporters that when they were throwing their olive branches, they couldn't believe it.

"Because we know that Xinguang world has always been a very high-end shopping mall. Now we have never thought of entering such a high-end shopping mall, nor do we know if we can manage well."

Finally, under the warm invitation of Xinguang Tiandi, MOOOST settled in shinguang four level, but only a few days after trial operation, the person in charge said that he had great confidence.

According to its statement, Xinguang has given the brand greater freedom in management. Although it is a department store joint venture system, Xinguang does not control the POS of the brand side. It is believed that the brand can report the accounts to the store in good faith.

While on the brand portfolio, MOOOST's neighbors have different design styles, but the target consumption power is roughly the same. This subdivision positioning brings great convenience to businesses and consumers.

Another brand leader told reporters that in the window layout of the brand, Xinguang heaven and earth also gave some guidance. The whole store layout concept is to let consumers understand the latest way of life, so that consumers can personally experience: "the original life can be arranged like this."

Wu Xinda believes that the impact of the electricity business format on the traditional retail industry is very large, if the department store is only selling, consumers will increasingly abandon traditional department stores, because they see things in the store, there are sales on the Internet.

But new lifestyles and ideas must be perceived by consumers themselves, giving new meaning and value to traditional department stores.

According to the press, Suzhou's new world is not trying, but to "solidify" and change the malpractice of traditional department stores.

Following Suzhou, Chongqing, Chengdu and other places will open a new store in shinguang new world.

In addition, Beijing SKP quietly carried out a series of changes, breaking the brand shop as a single shop mode, but by category partition.

This new way allows consumers to shop more clearly, and the brand's "exposure" also increases.

Also, like Lord foe department store moved the French food supermarket to the top floor of the shopping mall not long ago, Bai Pengwei, chief executive officer of Lafayette department store, said: "the French food supermarket is an important step in adjusting and composing and integrating the restaurant brand.

The Department of general Lafayette has always been committed to making fashion more accessible. It not only brings customers the most cutting-edge.

Information and trend goods, we will continue to strive to increase the added experience of shopping.

In the coming months, with the opening of the new restaurant business green tea restaurant and the hot one, the five floor of the Department will usher in a new upgrade, creating a memorable experience for every visiting guest with a richer and diversified catering mix.

The luxury and high-end department stores have refined their consumption groups, and the pformation of characteristic and target has been raging. The shopping mall mode and the outlets mode have to be changed because "the demand of consumers is changing too fast!"

"At present, the biggest problem of commercial retail in the whole country, including shopping centers and department stores, is that the consumer's bag rate is not high. But if you go to the capital airport or the Pudong International Airport, every outbound tourists will be shopping in" big bags and small bags ". Everything from luxuries to general daily necessities and tourist souvenirs can be found everywhere. This shows that there is still much room for domestic retailing. Now consumers have strong purchasing power, but there is no confidence and no satisfaction in shopping in China.

An official of the Ministry of Commerce told reporters.

Nowadays, many shopping centers are developing in the direction of "personalized" brand combination, not every store must introduce those fixed brands.

A high-end

Qi Hui, director of brand investment, told reporters that several high-end shopping centers whose brands have been settled are doing similar brand personalization changes. But the biggest problem before these shopping centers is that their imagined target customers are very different from their actual target customers.

He gave an example to reporters. In a shopping center in Beijing, the brand side mainly attracted high-end brand watches, jewellery and high-end clothing brand, hoping to create shopping and leisure space for high-end people.

But many people who come to the shopping center are playing with their children. "Although there are no children's brands and entertainment facilities in the shopping center, the space is large and the layout is exquisite, which satisfies the curiosity of the children."

And the brand is located in Shanghai shopping center, the flow of people is obviously insufficient, "there are four high-end shopping centers around, scattered a lot of people, Shanghai store is positioned as a customized lifestyle brand, but now it has become a concentration place for petty bourgeois catering."

According to Liu Yuan analysis, although the shopping center is adjusting its positioning, it does not come as fast as a department store.

"Shopping center is a rental system, the contract has not expired, it is impossible to expel the existing brand.

For the brand, it will also choose whether to renew the rent according to the current operating conditions. Suppose a brand has signed a three year contract with the commercial real estate, which has been in a deficit for three years, but it will profit at the moment. The brand side will not withdraw the rent, but renew the contract because "profit is there".

At this stage, no matter what form of retail format it is, pformation is necessary, and there is no form of format that can fully meet the needs of high-end customers.

The mode of Xinguang world is to try. Some high-end shopping center's brand portfolio changes are also trying. Learning Hermes and LV to do the experience shop is also an attempt, and the effect needs to be tested by consumers.

But it is foreseeable that a shop like the one that used to satisfy all the needs of young people, middle aged people and children, and clothing, cosmetics, shoes and hats and even large and small household appliances can not be sustained.

In the future, the more niche and individual shops, the stronger the vitality will be. This is proven by the mature business models of Europe and America.

Liu Yuan said.