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Xingshi Is The Decline Of Jinshan, Such As Duckweed Luxury Collective Withdrawal From The Bund To Fight The Two Or Three Line Market.

2013/7/5 10:16:00 43

Luxury Goods Shanghai The Bund Retail Luxury Brand

high rent in Beijing has become a topic of discussion for McDonald's, Starbucks and so on.

It is reported that these vacant locations will give way to luxury stores.

however, things are not so simple. In the Bund, Shanghai, the "a href=" http://sjfzxm.com/news/index_f.asp "luxury brand" /a store has been closed down in batches.

From the Bund No. 3, No. 6 to No. 18, once upon a time, all the major international luxury brands set up "famous brand" in China, and now they are running away.

With the disclosure of quarterly reports of the brands in the first quarter, the gloomy numbers let all the luxury brands become haze. Meanwhile, they also let the public opinion of "leaving the Bund" point to the fact that "because of the performance recession, we can not afford the expensive rent".

Has the situation gone to such a frightening level? If these high priced luxury brands of foreign countries are going to leave because of the rent, who can fill in the high rent? Who will eventually pay the bill? p

this is < a href= > http://sjfzxm.com/news/index_c.asp > Shanghai the Bund retail trade < /a > cold summer.

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a lot of luxury brands have been closed down in bulk stores in the Bund.

From the Bund 3, 6 to 18, here are the major international luxury brands in China to establish the "brand" land, and today people go to the building empty.

With the disclosure of quarterly reports of various brands, the gloomy numbers have made all the luxury brands haze. Meanwhile, it has also led the public opinion to "leave the Bund" for the reason that "because of the performance recession, it can not afford the expensive rent".

"now is not my problem of not lowering the rent at all. In fact, we are not expensive at all. The rent of Nanjing road and Huaihailu Road is much higher than that of the Bund.

The problem is that the performance of the two or three tier cities is better than that of Shanghai, which is better than that of the first tier cities.

Even if I don't want money, are they willing to come? "Deng Yide, chief executive officer of the Bund's most luxurious brand," 18, "some big brands no longer need to use the Bund as a platform to promote them, and now China's domestic environment has made them all at the time of their achievements.

When luxury brands put their sights on the renminbi, the Bund's position is very difficult.

"big card" collectively withdrawn from the Bund /p >

people once again set eyes on the Bund, which originated from the Giorgio Armani (a href= "http://sjfzxm.com/news/index_h.asp" > Giorgio Armani /a < 3), which has been in the Bund for the past 10 years, and the flagship store withdrew from the Bund earlier this year.

came to the Bund No. 3 on Dongyi road in Zhongshan. When Armani had been evacuated for nearly half a year, the location of Armani store on the first floor was still closed, and the shop was black. Two billboards of the Bund 3 were hung along four windows in the street, and two billboards of German brand MCM were located inside the original Armani store, and the entrance of the shop was also on the side door.

"actually Armani has been closed for almost a year before moving away."

A MCM salesman told reporters, but for the reasons for the withdrawal, she did not know.

Armani is not isolated from the Bund.

On the other side of the street, No. 6 of the Bund, Dolce&Gabbana, which opened flagship stores there, was closed last year and replaced by a small luxury buyer's shop. "20 percent off of all goods" is a preferential activity held by this buyer's shop.

After entering a buyer's shop (targeting the fashion and interest of the target customers, picking different brands of fashion and other goods, and merging the store), a salesperson in a package "looks like Celine, but only needs about 6000 discount price."

the Bund, No. 18, the most luxurious brand, has already been withdrawn from top brands such as Patek Philippe and Boucheron. Cartire, Zegna and high perfus are still in operation.

In order not to allow the empty shops to affect other brands, the Bund 18 moved the "Lin Lin foundation" and the "18 Gallery" on the four floor to one or two floors of shops.

Patek Philippe's departure has damaged the image of the Bund 18, and the loss of store rentals is the second.

Deng Yide, who runs the Bund No. 18 for ten years, is still sad when she talks about the withdrawal of brand No. 18. "What brand do I take to fill the vacancy that Patek Philippe has left? What brand can be equal to it?" but Deng Yide also shows that Patek Philippe's "leaving" is slightly different from other brands.

"They want to move to the street, but there are Cartire and Zegna."

In order to make up for this image, Deng Yide invited the "beach building" which was located on the five floor, and then introduced a global P boutique restaurant.

"There are six such Fine Dining in the Greater China area, two of which are on our 18, and the original is Mr & Mrs Bund."

"next year's situation may be even worse."

Deng Yide said, "next year's other brand contracts will also expire. We are prepared for the worst.

The worst plan is to withdraw all Zegna and Cartire. "

P, a representative of the front line brand, who has not yet withdrawn from the Bund 18, is negotiating with her.

"They came to ask what we meant.

Just like when they chose to enter number 18.

"lamp box advertisement", ten years, one dream .

Jinshan is in Xingshi, and duckweed is in decline.

Deng Yide, executive director of the Bund 18, is the witness and witness of the "ten years' history of luxury brands in China.

beside Nanjing East Road, there are various kinds of stores selling cheap underwear and tourist souvenirs in 2003. The first brand in the Bund No. 18 is Cartire.

You can't wrap up pillars, not move ceilings, break walls, or pierce holes.

Once upon a time, in order to protect historical buildings, the Bund 18 had a total of 100 taboos related to the brand.

At the beginning of the negotiations, the French top jeweler wondered why such an obscure business place had so many restrictive conditions. Who was asking for it? Deng Yide insisted that the momentum of the Bund 18 should be in line with top brands, because these brands were willing to highlight their own history, which is the advantage of the Bund 18 as a historical building.

Cartire visited the world from the president and vice president of the world to the president of every district.

Deng Yide, on every possible occasion, "pressure" to Lu Huiquan, chief executive of Cartire Greater China, has seen so many times. When can she sign the contract? She can't exaggerate: "if you do not sign, we will sign it to others!"

people may also recall the scene of the jewelry and watch makers' opening at the flagship store in mainland China.

With its strong and authentic French style, Cartire has created a gorgeous feast of light and curtain in Shanghai's winter with its luxurious charm.

Cartire global president Bernard Fornas and executive director Lu Huiquan of Cartire Greater China came to the Bund 18 from Paris and Hongkong respectively. Rosamund Kwan, a famous film star in Hongkong, also appeared as a ribbon cutting guest.

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A year later, Patek Philippe also opened the first Chinese specialty store in the Bund 18. On the opening day, it created 7 sales records of watches and watches, keeping the hot topic of the most sensational luxury events in China for a long time.

"When Patek Philippe just entered China, it did not understand the market, and the 18 was Patek Philippe's treasure land.

Even the brand itself did not expect that the Chinese have bought their accounts because of the value preservation of Patek Philippe itself.

In a sense, Patek Philippe's success in China is also the pride of Deng Yide.

at the most brilliant time, there are 13 top brands on the first and two floors of the Bund 18, and the two brands on the street are the earliest Cartire and Zegna.

And those second-line or "quasi line brand", always in the the Bund 18 idea, hope that by the "community effect" really into the first-class, to the extent of generosity, compared with the top tier brands, even beyond.

"at the beginning of 2000, Chinese people did not know enough about luxury goods, let alone go abroad to buy luxuries.

Therefore, from the whole development, luxury brands do arrive at the whole time.

Before, they introduced the brand to the 1 billion 400 million Chinese people. The Bund accords with all the conditions of their national brand education, which is consistent with the image of the luxury brand itself.

So the flagship store opened in the Bund is actually a brand of light box advertising.

Deng Yide analyzed the times weekly reporter.

Less than ten years ago, the advantage of P has lost its "superiority". However, the characteristics of the Bund's tourist attractions as a disadvantage to the Luxury Retailing industry are beginning to stand out.

"despite the past few years, the government has been interested in building the Bund into a functional area of life.

However, it is undeniable that in terms of the current situation in the Bund, it is still dominated by finance and tourism.

Large passenger flow is not conducive to the development of retail industry, retail and tourism are two different things.

Moreover, a large number of tourists and parking problems make the Bund's whole region uncomfortable.

Deng Yide said, "you know that Shanghai people will not come to the Bund on weekends, because they can not park at all.

Those who come to buy things, who are willing to not find parking spaces for half a day, finally walk on the high heels of a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > go to the Bund far away? This is totally without Fabio in the large shopping malls.

> the two or three line of cities in the war of pformation: /strong >

echoes the Bund's "deserted" recession. The luxury brands that entered the 2013 were not better off.

Only six months ago, the major luxury brands celebrated the amazing achievements made in mainland China in 2012.

With the disclosure of the first quarter reports, the gloomy numbers have clouded the major luxury brands.

according to the first quarter earnings report issued by the major luxury brands in the first quarter of 2013, the luxury group LVMH group and the Kering group (formerly PPR group) have been officially renamed Kering group in the three luxury group.

Although the growth of single digit figures did not meet expectations, Hermes has barely reached double digits in the first quarter, but it has also hit the worst global recession since 2009.

Although it was slightly higher than the market expectations, it was mainly attributed to its jewelry department, but the loss of its 38 million Swiss francs in its fashion accessories department once again brought it back to the post crisis level.

According to a new study by the world's top luxury experts, global luxury sales growth is expected to be 50% lower this year than in 2012.

The main reason lies in China.

to a certain extent, the environment of "China's anti-corruption storm" is just letting luxury brands "cut costs" and speed up the withdrawal of the Bund.

There are early signs of a change in its development model in the Chinese market.

a person who has been engaged in the luxury brand PR industry for many years said: "at present, in the domestic first-line market, because of the early entry of luxury brands and the increase of the number of people who own the same product, the attractiveness of the brand to consumers gradually decreases, and sales growth shows weakness.

For example, LV stores in Beijing and Shanghai, which are high-end consumers, sell 5%-10% every year.

They are also stepping up their adjustment models to retain top consumers, but the result is disappointing.

At the same time, the advertising and marketing investment of luxury brands in the first-line market is much higher than that of the two or three line market, which has squeezed the profit margins of luxury brands. P

"Therefore, the profit of luxury market in the first tier cities in China is far lower than that of the two or three tier cities."

The source said.

, therefore, the luxury brands who left the Bund are the two or three tier cities.

In the two or three tier cities, the consumption power of luxury brands is also increasing.

a widely cited example is the LV flagship store of Renheng land Plaza in Chengdu, which sold 5 million yuan worth of goods on the day of trial operation in September 2010.

The reason why LV opened flagship store in Chengdu is that the sales of LV Chengdu's direct sales outlets up to 900 million yuan in the past had ranked the top three in China, second only to Beijing and Shanghai, while Prada, Ermenegildo, Zegna and other brands also ranked third in China.

and Chengdu is not the only one selling "myth" in the two or three tier cities.

According to reports, sales of Gucci in Zhengzhou opened on the first day, and LV was located in the Urumqi store, and for a period of time, it was the national sales champion.

The report released earlier this year by the Ogilvy China consumer insight and trend research team even said that consumers in China's two or three tier cities are influencing China and the world economy.

"in the two or three tier cities, although the number of invisible rich people is not large, the consumption power is considerable.

Moreover, this part of people's pursuit of luxury brands is still at an early stage, and commodity prices are the main factors that determine the quality of their brands.

The public relations personage disclosed to reporters, "according to my understanding of the sales situation, the first tier cities are more willing to buy basic funds, or even discounts, and the two or three line city people prefer to buy new, limited edition and classic money with higher price.

Moreover, the number of purchases is relatively large. "