Fosun'S Bet Retailing Will Have Another Buyer'S Shop In The Future.

The "eleven" holiday that has just passed, if you just stroll around the Bund, Shanghai, you may find that the scope of this classic landmark can be seen to play, which is quietly extending to both sides of the north and south.
From the core area of the Bund, that is, the world architectural complex on the two sides of the border between Shandong and Nanjing, it is a "north the Bund" area that has been rebuilt in recent years. Towards the south, the Yu Garden mall, which is being rebuilt, has been walking along with the upgraded "Sixteen shop" old dock. You will never miss the "net red landmark" of many tourists who take pictures and take pictures. The brass facade is inspired by Chinese silk and bamboo.
Fosun Group's first store, "On/Off designer brand collection shop", opened in the commercial real estate of the Fuxing Art Center, the the Bund Financial Center (BFC), which will be fully opened in mid December this year. It was jointly designed by Foster Ken and Hess Vick studios. BFC has a total construction area of 420 thousand square meters, with a total of eight buildings, and On/Off is located on the two floor of its South Shopping Center.
"Some people will think that" designer "must be equated with" small group ". I want to break this idea by doing On/Off," said Lu Mengxi Lu, the designer of the the Bund shopping mall's Department of marketing. "The point that On/Off should highlight is that the designer's brand is also a product for the public. They just lack a chance to show themselves at the usual time." (Echo)
The store now offers more than 60 brands of men's and women's wear, as well as glasses, jewelry, shoes and handbags accessories products, all of which are Chinese independent designer brands, such as Sans Titre, Deepmoss, Wan Yi Fang, Roderic Wong, Vmajor, KKtP, Daartemis and KKtP.
Asked about the current brand structure and selected products, Echo said, "the brand we choose is first and foremost very attitude, and has a very clear positioning. It really wants to do what it has done as a brand, rather than simply making a very small Studio. Maybe the supply chain, product mix, including prices are unstable."
"Dreams are important, bread is also important."
"Sans Titres, Roderic Wong, Deepmoss and Wanyifang are already famous, and there are also some new brands, such as Trickcoo and Unawares," Echo said. "Maybe you originally placed them in a so-called young, fashionable brand. But the two days of opening up, consumers who really generated shopping behavior gave us feedback that they used to be different from what they originally imagined, but there was no way to understand them at ordinary times.
The store space design is based on SLT [STUDIOLITE], which is based on bright, soft and warm. The selected materials such as terrazzo and metal retain the original grinding marks, with many semi arc and curve designs, which match the moving lines of the floor. "The height of every lamp and mirror, and the sofa chair are made by our own team," she said.
Other shops on the two floor of its shopping center, including Zuczug, Initial, Bolia.com's first store in Asia, Ricostru, Debrand experience shops, and Snow51 shop of concept gallery and skiing experience space, are also the designer's brand.
"Our original plan is that the two floor must focus on the designer brand. But in the entire two floor scope, we will not divide the designer's brand into a "highbrow". The whole piece seems to be "no food for people". We hope you will see that the designer brand is very diversified, rich in level, really stimulate your purchase behavior.
Echo studied visual communication art during undergraduate and postgraduate studies, and read MBA at the L Institut Sup rieur de Gestion, which was applied to Taiwan new light three department store, Shanghai K11 and temple library. She told BoF that there were previous experiences in commercial real estate and electricity providers, although there were also so-called "games" in the online games, and there were some fixed patterns. She said, "but to a certain extent, I feel that our imagination is still limited by the line, and there is no way to realize the concretion of a similar device or a flash shop online."
At present, the marketing channels of On/Off are mainly viral marketing of WeChat, micro-blog, jowin, Instagram and Xiao Hong, and combine with the official marketing channel of BFC.
She also hopes to rely on the resources of the Bund financial center through On/Off. "I hope it is a store that can continuously fill new contents, and there are new ways to evolve. This is only the first step. We do not mean to simply open a store. This is the first self operated store in BFC the Bund financial center. We have a ten year plan. "
The recent plan may include On/Off and Ontimeshow, a strategic partner of Shanghai fashion show. Ontime Lab, similar to "shop in store", has been set up. This is a selected area that regularly changes the theme of furnishings, and only lifestyle products. The main theme of the shop is the "odour experiment" project, which introduces 4 perfume fragrance brands. In addition, there is a separate display area for flexible use of atrium in the two floor. It is also planned to display "show" with the third party organizations, including the Shanghai fashion week and the authoritative third circles in the designer's circle, to open up the outdoor garden of the shopping center.
Renderings of the Bund Financial Center Building: source of the Bund financial centre
"BFC executives actually have a complex about the designer's business. They always believe in this piece of stuff that has potential and really loves the designers." Echo said, "no matter how good the design is, no matter how good the design is, one day it will be combined with business so that the market can accept you, or you will not survive." Dreams are important, but bread is also important. BFC is not a simple "businessman" role, there is still a certain feeling. What we want to do is to have a balance between them.
The retail future of Fosun's bet?
At present, On/Off is located on the first floor of the shopping center, and all the shops are still holding the scarlet curtain. The Bund financial center introduced the concept of "Opera House", but did not disclose the specific brands and merchants, but it would include the French fashion house Lanvin in the income group of the Fosun Group.
Emphasizing the positioning of shopping centers in fashion, art and design, echoing the two years of conference and art exhibition that has been open for two years, the space Renaissance Art Center and the Wanda Group, the leading luxury group of real estate leader Wanda Group. The Bund's financial centre is more popular at present, including the combination of cinema, exhibition space, bookstores and handicraft shops.
Although the Bund's financial center is located in the west of Shanghai's old Chengxiang, which is rebuilt and relocated in the west, the retail business transformation of the whole southern the Bund and the so-called "big Yu Garden" plots is still advancing the second phase. BFC's shopping and retail formats may be difficult to attract tourists to the south of the Bund's core zone. But they are exploring the tastes and needs of the financial industry, the El Luxor Hotel residents who have already worked in the top offices, and strive to become the shopping or experience destinations outside the radiant blocks.
For example, you can read Seesaw's own publication in the local boutique coffee chain store in this block, "the 1 floor of" Wen Chuang "has the Black Gel record store, and how the main player chooses the record. The grocery boutique, which is working with the Japanese Metropolis government, is also on the way to the Bund's financial center.
This is different from the retail property that most of the office buildings, art galleries and shopping centers are concentrating on the same huge building in Shanghai. The most striking feature of the Bund financial center is more like a "noble neighborhood or community", with a retail system of Chinese culture and local manufacturing upgrading.
The the Bund financial center will copy more proprietary businesses such as On/Off to more places.
"At this stage of testing, we still want to be as big as the funnel," Echo said. "Provide as many and varied options as possible."