International Brands Are Entering The Cross-Border Market.

At present, all kinds of cross-border operations are mostly gimmicks, but this will gradually become the mainstream, and traditional shops must change.

According to the relevant personage, if the effect is good, the big players may plan to make a comprehensive store renovation in the future, and make the best shop life style and increase customer viscosity.

Recently, the Gucci restaurant opened in Shanghai's IAPM mall.

This "1921Gucci restaurant" is the only Gucci restaurant in the world. Before Gucci had a coffee shop at the bottom of the Gucci Museum in Florence, Italy, and there was also a Gucci cafe in Japan, but the first restaurant opened in Shanghai, China.

It is reported that compared with a cheap Gucci bag, the price of the Gucci restaurant is relatively close to the people, lunch per capita 150 yuan, dinner per capita 300 yuan.

That is to say, when you buy a Gucci bag, you can go to the Gucci restaurant every day for a meal this month. The store manager will explain to you the ingredients of each dish and the relationship with the Gucci brand.

Gucci investment in the catering industry is not a new way of playing international brands. As early as a few years ago, international brands were involved in other industries, including LV, Hermes, Armani and so on.

Located in Dubai, the world's first Amani Residence Hotel was opened in April 2010.

There are VIP rooms, suites, restaurants, hot springs and so on.

Beside the hotel, there are 144 luxury apartment buildings, from furniture to all other products, which are also designed by Armani.

In March 2014, Prada announced the acquisition of a 80% stake in Angelo Mackay limited, which owns the Milan dessert time-honored brand McKay. This "surname" Prada sweet shop began supplying fine cakes and chocolates for Milan people as early as 1824. Now it has become a landmark store for tourists.

After Prada acquired Mackay, it is actively developing its brand in addition to its development in Milan.

Hermes has a coffee shop in Seoul, South Korea. It has a symbolic orange visual element, and H LOGO chocolate on the ice cream. Compared to the expensive Hermes bag, the consumption in the coffee shop is very approachable. The price of a cappuccino is 12100 won (65.79 yuan).

Big names are quietly changing, which can not help but connect people with the previous big price cuts: is it forced to "sideline" due to the decline in the sales of big international brands?

Take Gucci as an example. In May this year, due to poor performance, to stimulate consumption, Gucci officially launched 50 percent off preferential activities in its stores in China, and the Gucci flagship stores in Shanghai, Nanjing, Hangzhou, Chengdu and other cities all had long queues.

It is understood that the discount covers a wide range of categories, including handbags, bags, clothing, shoes, perfume, sunglasses and so on, the range is up to 50 percent off.

In 2014, the world's largest global sales fell, the most watched Chinese market for the first time negative growth, this is the global economic weakness, China's economic slowdown, national anti-corruption advance.

The change of behavior pattern and the impact of the electricity supplier are closely related.

This background is, of course, one of the factors contributing to international cross-border investment.

Insiders say that under this environment,

It is a wise choice for the operation company to diversify into other industries, expand product lines, pform into younger ones, diversify risks and increase revenue.

Some people think that this is actually a process from a single product brand to a lifestyle brand.

As Prada third generation leader Miuccia Prada said, "

For modern people, the most important thing is not just merchandise, but attitude towards life.

From the wall design, to the cake tray, or even the coffee itself, the ubiquitous logo keeps you from hiding.

Imperceptibly immersed in the atmosphere, this kind of attack is subtle, especially young people like to drink coffee, can accumulate new young customers for the future.

Analysts say that international brands are gradually changing from selling brands, selling products to selling lifestyles, and restaurants are also part of brand building their lifestyle.