Wang Hengda: Luxury Goods, High-End Commercial Deformation Experience Value, Beyond Shopping

Entering the adjustment period in the next two years

"If strikes come one after another,

They will not be caught off guard as they are now. "

Wang Hengda said that the rise of electricity providers and purchasing agents has led to the spread of luxury goods at home and abroad.

For luxury brands, there are also many helplessness, about 47% of the sales need to pay all kinds of expenses.

Overseas travel is also easier and more convenient than before. This is also a major reason for the decline in the performance of luxury goods.

In addition to some objective factors, Wang Hengda believes that luxury goods used to rely too much on some unconventional consumption, and those sales disappeared after the emergence of relevant policies.

The rapid change from prosperity to adversity is a blow to any brand.

In the next two years, luxury goods will enter the adjustment period of expansion and operation, and the high-end shopping malls will also change.

Wang Hengda said that during the favorable period, high-end shopping centres pay more attention to core consumer groups, especially high-level members.

But in the face of adversity, it is not enough to just grasp this part of the customer group. It also needs to increase the consumption base of high-end shopping malls, so that more potential customers can come in.

"Performance will be an important basis for luxury brands to adjust their stores, and high-end shopping malls will also try to increase the flow of stores so that more sales can be created for the brand."

Wang Hengda believed that the brand of high quality should be left behind as much as possible, so that the brand of the mall will have more benign change.

Experience value beyond shopping

In the past, the main function of a store is shopping, and the experience value of shopping places is even more important nowadays.

Wang Hengda said that consumers have more and more contacts. Shopping malls also need to add more fresh elements to enable consumers to enjoy the "fun".

"High-end business gives consumers a sense of distance, which is not a good thing. Instead of selling things to them in a cold way, it is better to move them with a good story and let them take the initiative to contact."

Wang Hengda said that physical stores should shorten the distance between people and goods.

He often reminds the brand when he exchanges with the brand and visits the field regularly. If the door can be opened, do not turn it off. If you can add the area of the gate, don't be small.

Wang Hengda said that in the minds of consumers there will be a "door" mentality, where the door will give them a sense of distance and a lot of ideas that they dare not or do not want to enter.

The lack of service consciousness in domestic business is also one of the great drivers of the rapid development of the electricity supplier.

"Compared with China, the development of electricity providers in Europe and the United States is far less than ours, but we must also realize that their service consciousness and level of physical stores are much higher than that of China."

Wang Hengda said that good business service will naturally give consumers an impression, as time passes, let them have a sense of dependence.

Business in the right direction

Affect high-end business into rational thinking period.

"High-end business can not be too wishful thinking, to develop in a timely manner, can not be consumers do not buy it to shirk that they do not know the line."

Wang Hengda believes that compared to the consumers, the potential customers who do not enter the store have become more critical.

The rapid development of Internet makes it easier for consumers to study.

Wang Hengda said that the experience of retail practitioners in the past was critical, but now big data can clearly show the data that the experienced people want.

"Big data has always existed, but it has not been utilized.

However, another big problem facing the retail industry is how to aggregate the big data from the service level.

Compared to brand or format combination, shopping center's service elements are the most difficult to duplicate.

China's retail industry has spent eight years catching up with the accumulation of other people for a hundred years. Wang Hengda believes that the biggest change of China's retail industry is to change customer consumption into customer oriented consumption.

Without changing the trend of consumer demand and keeping pace with the times, the department store's passive situation today.

Now that the consumption standards have been raised, even high-end businesses will have to adapt to changes in consumer demand, not just big names.

Wang Hengda believes that the future business will pay more attention to the combination of elements and give consumers a diversified and enhanced experience.

"The function of a relatively exclusive store has narrowed its living space, and shopping centres with strong consumption will become difficult."

Business in the right direction

Affect high-end business into rational thinking period.

"High-end business can not be too wishful thinking, to develop in a timely manner, can not be consumers do not buy it to shirk that they do not know the line."

Wang Hengda believes that compared to the consumers, the potential customers who do not enter the store have become more critical.

The rapid development of Internet makes it easier for consumers to study.

Wang Hengda said that the experience of retail practitioners in the past was critical, but now big data can clearly show the data that the experienced people want.

"Big data has always existed, but it has not been utilized.

However, another big problem facing the retail industry is how to aggregate the big data from the service level.

Compared to brand or format combination, shopping center's service elements are the most difficult to duplicate.

China's retail industry has spent eight years catching up with the accumulation of other people for a hundred years. Wang Hengda believes that the biggest change of China's retail industry is to change customer consumption into customer oriented consumption.

Without changing the trend of consumer demand and keeping pace with the times, the department store's passive situation today.

Now that the consumption standards have been raised, even high-end businesses will have to adapt to changes in consumer demand, not just big names.

Wang Hengda believes that the future business will pay more attention to the combination of elements, and give consumers a variety of enhanced experience.

"The function of a relatively exclusive store has narrowed its living space, and shopping centres with strong consumption will become difficult."