Nike ADI And Other International Brands Have Settled In Huzhou.

　　 World Luxury Association Recently released 2011 Global market According to the report, the consumption share of the global luxury goods market has increased by 12% this year to 187 billion euros. According to this calculation, it is expected to grow 10% to 15% in 2012, reaching 210 billion euros. In the first 3 months of this year, the total consumption of China's luxury goods market has reached US $10 billion 700 million (excluding private aircraft, yachts and luxury cars), accounting for 1/4 of the world's total share. China has become the second largest luxury consumer in the world. Among them, jewelry market 2 billion 760 million, luggage 2 billion 510 million, fashion 1 billion 830 million, clocks 1 billion 940 million, cosmetics 970 million, other fields 7.8 billion, accounting for 27.5% of the global total. "It's normal to sell a few hundred thousand Rolex gold watches in a month." People in charge of the top brands of the first floor of the shopping mall in North Zhejiang lament that the consumption ability of the citizens has become stronger and stronger over the past two years. And the public is also lamenting that the top brands are coming together. "I used to buy Lancome in Hangzhou. I can't believe that this month Huzhou opened a special counter. It will be consumed in Huzhou next time." Miss Xu of the public thinks that Huzhou has more and more "fan" of big cities.

　 International front-line brands enter the lake

In the impression of Huzhou's post-80s generation, it was proud of having a pair of Nike or ADI sports shoes. Gym shoes Coupled with that big LOGO, it can cause countless envy and jealousy among partners. "At that time, I thought Nike should be the best footwear brand in the world. Every few months in high school, I would pull my parents to Huzhou to buy two or three pairs of Nike sneakers." Wang Dong, an affluent Nanxun resident, realized that Italy and Spain hand shoes really represent the top level of the world footwear industry. "I thought I was naive before, and I used KFC as the best restaurant in the United States." In the past, Wang Dong can not help feeling ridiculous, but his experience is quite representative -- from the ignorant ignorance of international brands - misreading - in depth understanding, this is also the enlightenment process of Chinese top consumer goods consciousness.

"Before we want to buy international brands, we have to run to Shanghai and Hangzhou. It is unexpected that in the past few years Rolex and OMEGA have come to Huzhou." Xu Qiang, who is engaged in the textile industry in Zhili, Wuxing, is a "famous brand control" (Internet language, which means a brand name addiction). He wears a Dunhill belt around his waist, LV men's Kun bag in his hand, a Armani self-cultivation suit on his body, and a gold watch on his wrist. In his opinion, brand name is not only a way of life, but also helpful to his business. "Some business circles only rely on the topic of a famous brand watch." A few days ago, taking advantage of the Mid Autumn Festival holiday, Xu Qiang bought a gold watch in the Rolex counters in the north of Zhejiang Province. "The prices and services here are exactly the same as those in the Rolex store of Hangzhou Tower. Why do I have to go far?"

In just two or three years, the public found that OMEGA, Rolex, Tudor, Longines, Shiseido, HUGOBOSS... The top tier brands in the world are beyond reach. This month, another international watch brand from Switzerland -- radar counters, France's top cosmetics counters, Lancome, and the famous women's shoes brand in the United States, opened in lake. According to the statistics of journalists, the number of international brands covering clothing, watches and cosmetics has been more than 20 in the past two years. Among them, among the top luxury brands like Rolex, there are only a few economically powerful cities such as Hangzhou, Ningbo, Wenzhou and so on. Even Jiaxing, which is next to our city, is not. Why does the international line brand favor Huzhou's three line cities in recent years?

　 What does a first-line brand look at in Huzhou?

Two years ago, the sales of OMEGA counters in North Zhejiang reached 1 million 800 thousand yuan in that month, and Shiseido cosmetics counters opened about 700000 yuan a month in the same year. "These data have all set up a sales record for watches and cosmetics in Huzhou." Once worried that the top brands in North China's shopping center marketing department director Zhou manager is worried that the first floor hall area can not tolerate so many first-line brands. "When our new shopping center is built, it will be enough for that time." "Before, many guests went to Shanghai, Hangzhou and other big cities to buy luxuries, because they could not be bought in Huzhou." Manager Zhou has repeatedly received customers' reflection that there are few international brands in Huzhou. And let the North Zhejiang shopping center determined to introduce the big brand from the successful test of Vertu mobile phone. "In the first two years, the high-end brand Vertu mobile rented half a month on our first floor atrium and sold more than 10 units." Vertu, which sells tens of thousands of yuan, is like selling Chinese cabbage. Any businessman can see business opportunities. The first floor of North Zhejiang has become an international first-line brand display and sales area, which is also connected with the practice of mainstream shopping malls, such as Hangzhou Tower. "It is not easy to introduce these top brands, and we have negotiated for more than two years, such as the introduction of Rolex." Tang Hongyun, manager of gold watch and mobile phone market in North Zhejiang shopping center, said that the top brands like Rolex used to be distributed in cities like Shanghai, Beijing, Hangzhou and so on, which basically ignored the three or four line cities. "These top brands have strict requirements for cloth distribution. They are not only looking at the consumption ability of the city, but also the consumption culture atmosphere and the surrounding commercial facilities." {page_break}

In recent years, Huzhou's development has impressed these international brand predators. "No central business circle of a city, such as Huzhou, can develop in just a few years, and the consumption power of the public itself is relatively strong. In addition, the business climate in Huzhou is matched with the first-line brand." SWAROVSKI's market researchers were surprised by the rapid rise of the city business circle led by AI Shan.

In recent years, the municipal Party committee and the municipal government have made use of Huzhou's mature commercial history and culture to attract more investment, and have gradually built up the central business circle with North Zhejiang building, AI Shan square, pedestrian street, clothing street and Xintiandi as the core. The perfect commercial facilities, prominent location advantages and strong consumption power of the people have attracted more and more attention from the international brands that are expanding to the two or three tier cities.

　 What does the first-line brand bring to Huzhou?

According to the Research Report of Bain, a consultancy, it shows that at present, only 30% of the Chinese affluent stratum live and live in the first tier cities such as Beijing and Shanghai, and more than 70% live outside the first tier cities. Two or three tier cities as the front-line brand consumer market in the future, the broad prospects for development. Recently, Roger Farah, President of the US luxury brand Ralph Lauren, said that the consumer demand of many two or three line cities in China is being released. In addition to increasing investment in the first tier cities, new markets must be opened up in these places.

Data also corroborate this judgment. The first tier brands, led by Rolex and OMEGA, have been growing in Huzhou since 30%, and the annual growth is above 50%. In fact, the entry of first-line brands is a win-win for Huzhou. On the one hand, it improves the sales revenue and market share of these brands, on the other hand, it improves the urban quality and is conducive to attracting investment in the future. "In the future, it will be easier for LV and other top brands to enter Huzhou. After all, a city with Rolex will bring unlimited imagination and confidence to any top brand business." A person in charge of Northern Zhejiang said frankly.

Of course, the high-end brands that bring us this city are not just high prices. It is understood that, like Rolex, SWAROVSKI and other brands stationed in Huzhou before, the headquarters sent the secret investigation personnel to come to the lake 10 times, the investigators returned to write the analysis report is thick pile. "What I remember most was the investigators of several Rolex companies. When they first came to Huzhou, they first looked at the facilities inside the mall, but went outside the mall to see the parking space. Then they ran to the next hotel to see how much the most expensive dish was..." After many exposure, the management and thinking mode of these international first-line brands has given Tang Hongyun, a local businessman like this, the most vivid "EMBA" course, which has undoubtedly promoted the management concept of local businesses. "Their booth layout, marketing methods and regular system of unannounced visits make us refreshing."

The high-end brand brings the international standard service to the public. "My Longines watch was bought at a tax-free airport abroad, but in Huzhou's Longines counter, they helped me unload a couple of braces for free, and gave me a maintenance manual, asking for maintenance." Mr. Shen, the public, laments the meticulous service of international brands.

　 A younger brand consumption

The World Luxury Association survey shows that Chinese luxury consumers are 15 years younger than European luxury consumers, 25 years younger than the United States. Among the mainstream consumer survey of luxury consumption in China, consumers account for more than half of the total monthly income of 10 thousand yuan, aged between 25 and 28. What is particularly surprising is that the speed of the younger generation of Chinese luxury consumers has decreased from 35 to 25 at the lowest age of mainstream consumer groups from 2007 to 2010. "A group of new rich people living in the two or three tier cities strongly desire social recognition, so sometimes they do not care about the value of products while they only care about identity symbols." Brand expert Li Guangdou said.

Professor Liu Jinshan, director of Economics Department of Jinan University, said that luxury consumption will form a wave in China. There are three main reasons: first, China has already seen a group of rich people who have the ability to consume, they pursue the taste and personalized consumption; two, in the first rich class, the luxury goods become a demonstration effect, and also let the white collar and small boss start chasing and become the wave of consumption. Three, now that many single children have stepped into the society, their consumption concept has changed, and the family also has the strength to support their consumption concept.