Chengdu Has Become The New Favorite Of High-End Fashion Brands In The Industry.

In April this year, Cai Chongda opened the first buyer shop in Beijing, Sanlitun, Magmode.

Hangzhou has chosen to put "Chengdu" on the list, which is not surprising now. Before the fame, Shanghai's buyer's shop pillar and Beijing's Triple Major have entered Chengdu in recent years.

And powerful.

In contrast, private buyers with more capital pressure and more diligent operation will be more cautious when choosing to enter the market.

These buyer shops have some commonalities when they enter Chengdu. They tend to adjust measures to local conditions and have not been used in Beijing and Shanghai.

The choice of the pillars was co organized with the local partners in Chengdu, and the shop name was "HUG". Triple Major used the "Giant Panda Research Institute" as a signboard, and their location was invariably gathered around the large scale real estate projects in the center of the city, Chengdu IFS and Ocean Pacific.

Part of the new town.

The buyer's shop needs the fashionable retail environment that has already begun to take shape, and Chengdu has really had the high-end fashion atmosphere for nearly two years.

In 2014, Hongkong's real estate company, "Chengdu international financial center" (Chengdu IFS), which was developed in Chengdu, officially opened to the public.

According to RET Rui Yide, China commercial real estate research center, it was also the same year that Chengdu was promoted to the top three cities of China's potential cities.

In 2014, there were 13 retail property projects in Chengdu, including Chengdu international financial center, sunshine new industry center, Qingyang Plaza, and Kate Tianfu, which brought about 16.3 square meters of retail business area to the market, up 63.2% year on year, a record high.

In this series of new shopping malls, the completion of Chengdu IFS and Chengdu Ocean Pacific is symbolic.

This is not just because they have changed the retail formats of Chengdu for decades. Before that, Chengdu's fashion business was concentrated in the Chunxi Road area of the downtown area. The people's shopping center has people's shopping malls, Ito's Yang halls, and ocean.

And so on, high-end Mei Mei Li Cheng, Yan Heng land Plaza, but most of it is a pure counter style business.

However, the pattern was once again broken by the people of Hongkong.

The emergence of Chengdu IFS and Chengdu ocean Taigu brought consumers back to the traditional city center.

Hou Xun, general manager (operation) of Kowloon warehouse China Real Estate Co., Ltd., in an interview with the interface, said that these two projects not only lie in "remolding Chengdu city center" but also a "upgrading and upgrading of regional business atmosphere" for Chengdu business.

This kind of elevation is not only reflected in the meticulous repair of the architectural community, but also brings a new level to the format of Chengdu's high-end brand.

As a high-end shopping center, Chengdu IFS and Chengdu Ocean Pacific are closely related to each other. They compete and cooperate with each other.

Chengdu IFS adopts a business model combining art and culture. At the beginning of its opening, international artists were invited to make a giant panda climbing device on the exterior wall of the project. Now it has become the new landmark of the city.

The Chengdu ocean sago, which is separated by only one street, has opened the historic site of the Western Sichuan - the Great Mercy Temple, which is built on an open style pedestrian space attached to the green tile roof of the traditional architecture.

"The synergy between Chengdu IFS and Chengdu Ocean Pacific is very deterrent, and Hongxing Road -- Tai CI temple has become the best place for the fashionable people in the city. Even the fashion practitioners from Hongkong and Beijing and Shanghai feel the energy of this new boutique retail area."

A person who understands Chengdu's fashion industry says to the interface.

The rapid return of blood from the center of the city created catfish effect, which inspired other competitors in Chengdu to compete strategically.

The eastern side of the Mixc has also recently raised the unit price and increased the proportion of first-rate luxury brands. The Yintai In99, which will soon be opened in the south of the city, will also be positioned to the top. In view of the current municipal planning, the future Chengdu will have more young and fashionable community shopping centers. From the investment to the consumer choice, developers want to have some mismatches with the surrounding projects.

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Deng Yaohua said, "now Thailand's Shang Tai Department store has withdrawn from the Mixc, and Huarun's pformation has been given the opportunity.

Victoria's Secret and Apple entered the first store in the Midwest and chose the Mixc. "

Like this, many high-end property developers and brands have been optimistic. The fashion industry in Chengdu has experienced almost explosive growth overnight.

The greater openness has attracted the Hong Kong capital Kowloon warehouse and the Swire property with British capital background, which has facilitated the best location of the high quality property.

This is indeed a precedent in Chengdu.

Luxury brands first developed markets in Beijing and Shanghai in China. However, since LOUIS VUITTON opened stores in Beijing for the first time in 1990s, Beijing and Shanghai have been quite mature.

Therefore, the development of the western market has become an inevitable move to Chengdu.

Chengdu, which is currently building double airports, is located in the central and western parts of the country, even to Tibet.

The Kowloon warehouse will then be planned to enter Chongqing and Changsha.

In Chengdu, it also has its own family buying system of boutique department store Crawford, which has been in Chengdu IFS for many years, and has done more than 2 years of experiments for many designer brands in other second tier cities.

It is understood that DT, an insider of Lane Crawford, revealed that, like Beijing and Shanghai stores, LCF has established a sound functional department in Chengdu, including front-line store operations and sales, supported by financial, administrative, personnel and training development and market communications, and various functional departments have continued the procedures established and implemented by Hongkong's parent company for many years, providing support for sales realisation.

Businessmen are looking at the way of life of Chengdu people and have great potential in purchasing luxury goods.

In Chengdu, housing prices are much lower than those in cities such as Hangzhou. People in Sichuan also take "pleasure, dare to wear and love to eat" as a belief in life, making it possible for young people to spare money to buy luxury goods.

Chengdu Ocean Pacific has set the theme of the street as "play fast and slow" to match the local cultural environment.

According to Tencent Dacheng net, 80% to 90% of consumers in Chengdu buy luxury goods for their own use.

Such consumption habits determine that brands and shopping malls must devote more effort to communicating with consumers.

For any emerging shopping center, it is equally important to quickly grasp the core consumer group and look for potential customers in the vast sea of people.

The brand in the mall likes to enhance interaction through static exhibition, walking show and guerrilla stores.

Dior selected the first stop of the Dior Mini theater exhibition in Chengdu IFS, reviewed the historic exhibition in 1945, and shared with the public the memory of Dior's advanced customization workshop.

Chanel also held a private VIP show in Chengdu, which completely copied the empty hall in the eastern suburb into a "restaurant" exactly like Paris.

In the open Chengdu Ocean Pacific, the luxury brand itself has more room to use the antique sites to tell stories.

In September 2nd, Tiffany, a jewellery brand in New York, held an antiques collection exhibition at its exclusive store in the Great Mercy Temple. The exhibition produced 2000 antique treasures and selected two important periods in the history of jewelry development in the United States, namely, the era of gilded age and the era of decorative art style, so as to show the public the evolving process of Tiffany in style and design.

Interestingly, if we look closely at the development of Tiffany in Chengdu over the past two years, it seems that we can also find some clues to market changes.

In fact, Tiffany's flagship store in Taigu is not the first stop in Chengdu. In 2014, it opened the first boutique in Chengdu, IFS across the street, and expanded the store in such a nearby place after two years. At that time, a large-scale exhibition seemed to be more like a "time to come" decision.

In the interview reply to the interface, Ouyang Zhaohua, managing director of Tiffany in China, explained: "after two years of development, we find that the market in Chengdu is becoming more and more mature, and people show strong interest in brand history.

Chengdu people respect the historical heritage, and also have modern lifestyles. Such as Tiffany T, Tiffany Keys, Tiffany Victoria series are very popular in Chengdu.

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These official led marketing activities often make it difficult to assess earnings with KPI and continue to invest.

Hou Xun admitted to the interface: "from the perspective of commercial real estate management, investing in these activities may not be able to earn money, but it is very important to do well in the IFS brand."

While providing brand recognition, public activities are also enriching the way of life of the public and nurturing the fashion atmosphere of the whole market.

More importantly, its feedback can also help brands capture local consumers' preferences and interest points so as to update their operation strategies at any time.

However, if we observe closely the activities held in Chengdu in recent two years, it is not difficult to find a problem: it seems that their influence is still very difficult to keep pace with Shanghai and Beijing. One is that word of mouth is difficult to get out of Sichuan, and the two is that the quality of communication in Sichuan is not high.

For example, Monet's first exhibition in 2015 was Chengdu IFS, but it did not begin to be well known to the whole country until it arrived in Shanghai, and appeared frequently on micro-blog and WeChat.

This makes Chengdu local fashion practitioners encounter great obstacles in their work.

It is reasonable to say that the "Shu Road" is difficult for the ancient population. It is no longer a problem today because of the well-developed pportation and communication facilities. Therefore, it is still the result of the lack of a complete fashion industry.

For this practical trouble, DT, who has done some related work, is very impressed. "Before getting the opportunity to have direct dialogue with consumers, brand and local manufacturers must use the media to spread the necessary means, but Chengdu has not established a mature lifestyle or a fashion business communication environment, and has little effect in choosing cooperation with local traditional media and social media."

The excessive concentration of resources like these in Shanghai, Beijing and other places led to a vicious competition in the city experiencing commercial real estate fever.

The rose lantern Haiyuan event, held in IFS, Chengdu in August 5th, was originally introduced into the mainland by the Kowloon warehouse for the first time, but in Chengdu, it appeared many times.

In April 21st this year, AllRightsReserved, a curator from Hongkong, said on micro-blog that the original works of the Korean Pancom team were heavily copied in Chengdu's "water hall", "Luneng city" and "Joy City" and so on. The rain house, which was exhibited in Shanghai earlier, was also sold in Chengdu.

"Shanzhai Shanzhai is here, which is not related to market demand, but it is also a problem for the market to understand or not to appreciate it.

When people do not know enough about it, of course, there is no way to distinguish true from false and good or bad.

AllRightsReserved's creative planning director, SK Lam, said to the interface.

DT also holds the same view: "consumers in Chengdu have good sense of smell and dare to try.

But I think we still have quite a gap from the target of "Chengdu is very fashionable", which is more for the industry.

Chengdu lacks a relatively complete industrial cycle, and the flame of fashion and creativity is still very weak, without forming the atmosphere of "Xiamen Gang".

In addition, there is no fair and feasible platform to bring fashion designers and commercial media together. Beijing and Shanghai already have a certain scale of Showroom projects and can be held continuously.

As a practitioner, it is hoped that Chengdu can sharpen more downstream services such as public relations companies and consulting companies, which involves cost expenditure, and can also make up for the fault of the brand's understanding of the local market.

Even though there are many imperfections, Chengdu still attracts many luxury goods and designer brands to explore the market.

In this group carnival, some people say that the sales situation of the first and two floors of Chengdu IFS is still optimistic. In the small group of the industry, the news of selling millions of Chanel on the day of the opening of the business and the rumors of 00 scattered spots on the Hermes shelf of Taigu Li were also circulated.

But there are also many rational schools who want to splash their cool water. This is a problem of the high vacancy rate of the real estate. The overall retail sales figures of Chengdu have not increased. Some developers obviously have unrealistic expectations for the land.

However, in the traditional city of first tier cities can not resist the trend of luxury goods sales decline, Chengdu has become a brand must have tasted blood Dan.

This is the situation that global luxury goods are facing cold winter and Beijing Shanghai market is approaching saturation. It is also the result of the brand's own will and game with the market.

Deng Yaohua said: "in Chengdu, the brand is particularly concentrated in a certain business district. If the brand chooses a city to layout, it will particularly value neighbors, so it is better to persuade the board of directors.

Maybe some of these brands didn't plan to enter the Chengdu market at the beginning, but their competitors came in and had to go in.

However, judging from the seriousness of Lssey Miyake, it is not a pitional product.

Lssey Miyake, which first entered the southwest market, opened China's first double brand integration store in Chengdu ocean Tai archeus, where consumers can buy Lssey Miyake, three house pleat, life treasure and four brands of Lssey Miyake, which first entered China.

Whether from store design or product operation, brands like Tiffany and Lssey Miyake are willing to invest.

However, this rather low-key Japanese brand denied that it was the action of the "education market". "Education is not our attitude, it is to understand, listen to them and offer advice."

In the cold winter, whether it is working with local communities in Chengdu or inviting net red, luxury brands show a completely different attitude towards the image of high and cold in the past, in order to make a difference in Chengdu.

Chengdu IFS membership data also show that luxury consumers in Chengdu tend to be younger in recent years.

Most of these young people have overseas study backgrounds or family conditions. They are also early birds in the educational market in every corner of the city.

But in Chengdu IFS and Chengdu ocean sago for more than two years in Chengdu, we have seen a few consumers and brands return to reason.