Good Brand Is Not Such A Simple Thing.

Retail stores, which were once regarded as the most valuable stores in the first half of the year, are no longer better. According to the statistics released by the main retail enterprises in the first half of 2015, the main retail enterprises (including department stores and supermarkets) closed 120 in the country, including supermarkets and supermarkets, which closed 95 in June 30th.

Due to the unstable international situation, strict customs control and depreciation of the renminbi, mainland Chinese consumers are showing little confidence in overseas consumption.

Based on this situation, the French luxury goods giant LVMH's high-end jewellery brand Bulgari (Bvlgari) adjusts the strategy of homeopathy, adding new stores in mainland China to make up for the depressed European and American markets with sales growth in China.

According to Reuters, Bulgari sales amounted to 1 billion 500 million ~20 billion euros, second only to the French brand Cartier of the Richemont group and the Tiffany of the United States, the top third jewelry manufacturers in the world.

Bulgari's CEO Jean-Christophe Babin said that after last year's 3 new stores in China, the company will add another 2 stores in mainland China this year.

He told reporters at the Davos World Economic Forum: "at present, the proportion of outbound tourists in mainland China has declined, and the confidence of overseas shoppers is not enough. This is precisely a good time for the luxury industry to increase investment in the mainland market."

Chinese consumers contributed more than 30% of Swiss watch sales both inside and outside the country. The depreciation of the renminbi led to an increase in overseas shopping costs and a decrease in overseas consumption.

Last year, China's economic growth rate dropped to 6.9%, the lowest level in 25 years, and all kinds of consumption of Chinese tourists, such as food, tourism and so on, were seriously frustrated.

The main reasons for this situation lie in:

Mainland tourists have been the mainstay of luxury consumption abroad. They will choose overseas consumption to avoid high taxes on luxury goods purchased by the mainland.

However, according to Babin, Chinese consumers expressed concern about the safety of Europe and other overseas routes after the Paris terrorist attacks that killed 130 people in November last year.

China's customs inspection is increasingly stringent.

Take the wrist watch as an example, Babin said that if tourists did not declare their watches after they bought their watches, he had to pay 30% customs duties plus large fines.

This has led tourists no longer willing to buy tens of thousands of watches in Hongkong, Zurich and Tokyo, because they can pay two times for a table to pay tax.

Wanda wants to "beat Disney".

Now, Wanda has designed two routes for its light asset model.

First, in the future Wanda Plaza construction, all investments involving land development and development will be handed over to outsiders. Wanda will only be responsible for brand export, investment, design and operation.

The rent of the project is 73 and Wanda accounts for 30%.

In 2015, Beijing, Dalian and other places have signed three cooperation projects adopting this model.

Second, Wanda will sell the built Wanda Plaza to investors at cost price.

After the recovery of development investment, it continued to participate in the operation, and the rent was equally divided into 73.

Of the 25 light asset Wanda Plaza opened this year, 20 have signed the agreement.

The two modes are actually interlinked. Wanda is doing everything possible to reduce its investment in the real estate market.

This will not only reduce costs, but also continue to realize its 1000 Wanda Plaza plans while maintaining revenue, and continue to master commercial resources and customer resources attached to Wanda Plaza.

In Wanda's 2016 work arrangements, Wang Jianlin mentioned that the group's service income and net profit accounted for more than 55% of the two indicators this year, and strive to achieve 60%.

In the past, real estate development as the most important Wanda business, will strive to achieve more than 50% of profits this year from real estate.

In addition, Wanda also needs to increase its overseas revenue to 20% of the group's total revenue.

If these goals are finally implemented, by the end of 2016, Wanda would no longer be a real estate enterprise, but a comprehensive international enterprise.

The goal of "world-class multinational enterprises" set by Wang Jianlin is further.

"In the past century, none of the big global real estate enterprises has been successful in pition.

Wanda will rewrite the history of world economy and become the model of the world's first large-scale real estate enterprises to successfully pform into service enterprises.

Wang Jianlin's ambition can be achieved? Let's see the performance of Wanda in 2016.

Turning around means that we need to climb again.

Among the many resources that we hold, the cultural industry and financial services will become Wang Jianlin's new trump card.

"Now we hear the chairman mention the most is to" beat Disney, "almost every day is talking about this matter, it is obvious that he attaches much importance to culture.

"In 2020, the number of visitors to Wanda tourism reached 200 million, with an annual income of more than 100 billion yuan, surpassing Disney as the world's largest tourism enterprise."

In July 2015, Wang Jianlin first proposed to "Transcend" Disney.

Since then, he has made this goal many times on various occasions.

Last year, it launched more than 30 stores in the country, including a high-end boutique supermarket - RH Lavia run brilliance, and created a record that the industry has never shut down any store for 19 years.

In Yang Wei's view, the reason why Da Yun fat can achieve growth is closely related to the layout of user demand.

On the one hand, the company persists in promoting the membership system around the needs of consumers, and provides personalized services for each user through analyzing the consumption data of users who come to the store.

Since the mobile Internet has been widely applied, the company has also pushed the user information such as the WeChat public number and other preferential information to enhance interaction with users and enhance its viscosity. On the other hand, compared with other hypermarket brands, the company has expanded the self rating ratio of fresh products to protect the quality and safety of fresh and fresh products and enhance the consumer experience.

"As a listed company, the company has not only a complete and rigorous self inspection system inside itself, but also the introduction of internationally renowned third party inspection institutions for food safety checks to ensure maximum food safety for consumers."

However, it is well known that the large format has been unable to meet the diversified needs of the current consumers.

Yang Wei said that if the business is still simple, the future of the hypermarket will be worrisome.

There are more and more channels for consumers to choose to consume, and enterprises will not be able to attract customers to stores because of their lack of strength and lack of characteristics.

Take the important part of the hypermarket format as an example of the external leasing of "Shang Lian Jie", Yang Wei said that most of the operators of traditional hypermarkets mostly rent outside the area to jewelry, brand clothing and community service formats.

However, in recent years, the company has redesigned the above areas and rented more areas to services, catering and even children's formats, so that it can not only complement each other with necessities, but also enhance user stickiness and attract more consumers to shop consumption.