Chanel Recreate Early Spring Vacation In Chengdu

Chengdu is becoming the most dynamic city of luxury consumption.

The picture shows Chanel Chengdu big show advertising.

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It is hard to ignore the blowout of luxury goods market in Chengdu in recent two years.

According to the world clothing shoes and hats net, French luxury brands

The news of the show in Chengdu has once again raised the theme of the topic in the city.

Today's Chanel's 2018 early spring holiday Series in Chengdu reproduces the early spring holiday show featuring the theme of ancient Greek civilization in Paris.

Chanel made a full two months' momentum for the event.

From the news of September to the show in November, the show in Chengdu has become the most important communication focus of the brand.

For this reason, Chanel has almost "contracted" the cover of November, including VOGUE, T, Jia Ren, Figaro, and several major fashion magazines in China.

Ambassador Xun Zhou and Lunmei Kwai became the cover characters.

William Chan, Victoria Song, Ma Sichun, Ouyang Nana, Liu Haoran and other new generation traffic stars such as Margaret, Zhang and other fashion bloggers are also present today.

The picture shows Chanel's 2018 early spring vacation series show in Chengdu: Amy

Before the show, Chanel did not reveal the show site, but launched the map of Chanel, Chengdu, "sharing your mind and the characteristics of Chanel, and Chengdu's private place to visit." the map points to the Chengdu locations recommended by different star micro-blog, including the ocean Chengdu Taigi square, the Taigu high house in the ocean, the eastern suburb memory, the Jincheng Palace of Fine Arts, the know art gallery, and so on.

In the end, Chanel chose the memory of the eastern suburbs.

Chanel's Chanel Chengdu map launched by WeChat public.

It is worth noting that this is the Chanel running the show in China for two consecutive years. Last year, the brand released the Beijing Paris "Rome" advanced handicraft series.

This is also the second time that Chanel chose Chengdu as a show venue. The last one was the 2015 autumn winter series released in Nanjing and Chengdu in 2015.

Despite the fact that luxury brands in China have become classic "marketing routines" in marketing, whether Dior's Shanghai show, Louis Vuitton 2012 autumn and winter series Shanghai big show is still the classic the Great Wall show of Fendi, and luxury brands in China have almost never stepped out of Beijing, Shanghai and other luxury tier cities.

People who are familiar with luxury brand activities reveal that most of the other brand activities are located between Beijing and Shanghai. The Southern China area represented by Guangzhou and the southwest region represented by Chengdu are not the priority of activities.

But now, that has changed.

It is foreseeable that the luxury brand of the head will lead to the follow suit effect of other luxury brands, and once again lay Chengdu's status as "luxury third city" after Beijing and Shanghai.

In the latest list of China's city commercial charm list released in 2017, Chengdu continues to win the top list of "new first tier cities". More than 100 of Hangzhou and Shenzhen, which are also considered quasi tier cities, have grown to be the fastest and most promising cities in China in the extreme time.

However, long before luxury brands began coveted Chengdu as a place of activity, it has become the most active market for luxury goods, and is also a must for high-end commercial real estate.

At present, Chengdu's high-end commercial real estate has been planned and expanded, including Chengdu oceanic Taigi, IFS, the Mixc, global center, raffles, Yintai in99, Renheng land Plaza, Meimei Cheng, and the new light world that is about to open.

In June of this year, the global style forum co sponsored by T IFS was also selected by Chengdu Chengdu as the venue.

As a co sponsor, Chengdu IFS is the only large commercial entity in the forum. Although it has the background of Hongkong's Kowloon warehouse property limited, it relies on the promotion of local conditions to become the new landmark of Chengdu.

The picture shows Chengdu IFS.

In the past 5 years, as one of the largest commercial real estate developers in Hongkong, the company has expanded its pace in the mainland, laying 5 IFS projects in China, and Chengdu is the first city in the Midwest layout.

According to the relevant data, Chengdu IFS is currently the largest contribution to the project, in 2016, the total performance of the entity amounted to 3 billion 850 million yuan, an increase of 17% over the same period, leading the Chengdu commercial retail market for 3 consecutive years.

Hou Xun, general manager (operations) of Kowloon warehouse China Real Estate Co., Ltd. said in an exclusive interview, "many brands have long been optimistic about Chengdu, and even have long coveted the market potential of the whole western China. Therefore, when IFS entered Chengdu, Chengdu itself had already formed a very mature high-end consumer environment. The emergence of IFS provided a good platform and platform for those who had long wanted to enter Chengdu, and 90 new brands were introduced to consumers at the early stage of opening up."

Another Taigu estate's high-end shopping mall, Chengdu Ocean Pacific, is the only one in the Midwest.

Since its opening, double-digit growth has been recorded, and retail sales in the first three quarters of last year even increased by more than 100%.

According to the official website of Ocean Pacific, the first Hermes flagship store in Southwest China, the first flagship flagship store in Cartire, the largest flagship store in the western region of Gucci, and the new flagship store in Tiffany have been stationed in ocean Taigu.

Some analysts believe that luxury brands have been looking to the western consumption potential. Now that the growth of the first tier cities is not as good as before, they are now planning to open flagship stores in Chengdu.

Last year, Victoria's Secret announced its entry into Chengdu, and opened its fifth flagship store in the Mixc, Chengdu. The other four are located in New York, London, Shanghai and Moscow. It is reported that Chengdu's business area is about 2300 square meters, and the size and type of goods are totally not exported to Shanghai flagship store.

In the past few years, the sale of luxury goods in China has been depressed, and most high-end shopping malls in the mainland have been hit. But as a second tier city, Chengdu has shown the level of the first tier cities and even surpasses the luxury consumption. In fact, Chengdu has become the fastest growing luxury consumer market in China. Earlier, Forbes predicted that the luxury consumption in Chengdu would exceed 10 billion.

According to the data, the number of the five largest luxury brands in the world including LV, Hermes, Prada, Gucci and Chanel has exceeded 10, which has been far away from cities such as Chongqing and Shenzhen, and Shenzhen has only recorded 5 at present.

Ouyang Zhaohua, former vice president and managing director of Tiffany Tiffany, who has just arrived in taiguli, Chengdu, also said that after two years of development, Chengdu's luxury fashion consumer market is becoming more and more mature. Consumers show strong interest in brand history and modern lifestyles, such as Tiffany T, Tiffany Keys and Tiffany Victoria series, which are popular in Chengdu.

So far, more than 100 international brands have entered Chengdu. Without exception, they are spending on the region.

Take LV as an example, the LV flagship store can choose to settle in Chengdu in the invitation of many provincial capitals in the West. It is also because LV's annual sales performance in Chengdu's Direct stores has always ranked the top three in the country, second only to Beijing and Shanghai, and higher than Hangzhou.

As early as five years ago, LV's annual sales in Chengdu had exceeded 1 billion.

According to the data released by the beautiful joint group in 2016, compared with the same period in 2015, the total consumption of the international luxury fashion brands accounted for 3 of the total income in the whole country. Among them, the Beijing area dropped by 3, and the Shanghai area and the Hangzhou area decreased by 2. In the second tier cities, only Chengdu area did not decline or rise by 1. In the environment of the overall decline in the overall consumption and income of the luxury fashion in the whole country, the Chengdu area was in an upward trend, and the purchasing power continued to be released on consumption, which will continue to usher in the entry of a large number of global brands.

What puzzles many people is why Chengdu has such a strong luxury consumption capacity that its economic development is far from third nationwide.

First of all, the most fundamental thing is the natural environment and the business environment of Chengdu.

Since ancient times, the Sichuan basin is rich in nature and is called the land of abundance.

Coupled with the frequent geographical environment of earthquakes, people in the area have been living in the present and enjoying the present life attitude, which is reflected in the consumption behavior.

Compared to the north of Chengdu, Guangzhou Shenzhen Hangzhou, which has greater pressure on housing prices, has relatively low house price pressure. Consumers have more disposable income and can be used for luxury consumption.

According to a survey released by data survey, the consumption consciousness of Chengdu residents is very advanced. More than 80% of consumers buy luxury goods for personal use.

With the development of regional economy, luxury goods can not be purchased in Shanghai or Hongkong, Beijing. It is a very significant consumer demand for high-end Chengdu people, and it also gives birth to the overall prosperity of Chengdu's department stores.

Secondly, as the capital of Chengdu and the commercial center of Southwest China, Sichuan also attracts rich people from Yunnan, Tibet, Xinjiang and other surrounding areas.

As far as they are concerned, Chengdu is far away from Guang San City, and the luxury shopping experience of the same level in Chengdu nearby provides a high quality short distance trip with the attraction of the cuisine.

Third, Chengdu is not only a promising market for luxury brands, but also a key part of the strategy of "one belt and one road".

All kinds of capital, such as manufacturing, are flowing to Chengdu.

In 2016, under the leadership of the "Chengdu plan", the number of the top 500 enterprises in the world reached 272 in Chengdu, and the number of enterprises, investment and industry were the top of the western and central cities. Forbes was named the fastest growing city in the world in the next 10 years.

The wealth of handheld goods is much larger, and the overall scale of luxury consumption in this area is also rising.

In addition, Chengdu is still an experimental field for luxury brands.

At present, the Chinese market is becoming the most unpredictable market for luxury brands, full of vitality but also unpredictable.

Most luxury brands still hold an attitude of trying and learning in China, so Chengdu, the most dynamic and willing to try new things, is obviously the fastest test site for brand building.

There is also analysis that this year's fire, "hip-hop" in China, and even the popularity of Sichuan and Chongqing rap, has raised the attention of the whole country to Chengdu and Chongqing, and made the tourism industry in the region another fire.

Folk song musician Zhao Lei's "Chengdu" became the most popular music in 2017.

With the change of lifestyles accompanied by consumption upgrading, more and more consumers are beginning to show interest in the cultural style of Sichuan and Chongqing with distinctive characteristics and timely enjoyment.

Nowadays, in Chengdu, "lifestyle" is not only an ideal state in elitist magazines, but a daily life practice for everyone.

In the past, people in Chengdu set up Longmen to eat hot pot. Now, luxury and fashion have entered the Chengdu lifestyle of consumption upgrading.

Compared with the first tier cities that are already familiar with luxury brands, they are still not familiar with consumers who are contributing more sales to the two or three line or even three or four tier cities, and have not yet established a solid customer relationship with them.

Chengdu has become a luxury brand to explore the gap between second tier cities. It is neither too risky nor too much for novelty and hot topics.

I have to mention that according to reliable sources, Chanel's annual sales in Chengdu are second only to that of Beijing SKP, which is one of the reasons why Chanel has hosted a big show in Chengdu.

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