Beijing West High-End Consumption Is Optimistic, Yansha Mall Unified Store Brand

There are many high-end consumers in Zhongguancun, Haidian. There is a saying here that the so-called "earn Haidian" and buy Chaoyang. That is to say, make money in Zhongguancun, Haidian, then go to Chaoyang and spend in the East.

according to Haidian District, Beijing According to the market survey conducted by the Commerce Commission, the trend of retail sales of social commodities to the East is still obvious. The main reason for the flow to the East is that the brand structure of Haidian is unreasonable. Many high-end brands do not have many high-end service facilities. This is exactly what high-end people need. For example, the high-end customization of men's clothing, the demand in Zhongguancun area is very large, because the size and weight of each person's clothing is difficult to adapt to a number, so people who are fastidious, whether from fabric or style, have their own requirements and ideas.

There are many high-end custom services in Yansha. Zhang Yuejin, general manager of Yansha friendship mall, said that high-end customization is now a more avant-garde and popular way of promotion for men's clothing. Many brands of Yansha have their own customized services. Some brands of services are normal, such as CORNELIANI, and AutaSon. There are cloth in the shop that allows customers to choose. Other brands, on a regular or irregular basis, will also come to some quantity teachers to finish their work abroad.

In the future, the high-end consumer groups in the northwest of Beijing can not use the labor division expedition. With many international first-line brand "group" entering Yansha Jin Yuan shop, the store's brand will be aligned with its store.

　　 Yansha Jin Yuan shop has changed greatly in its commodity structure.

According to statistics, there are indeed a group of people from Yansha card friends from the northwest of Beijing. In the future, the high-end consumers in the northwest of Beijing can go directly to Yansha Jin Yuan shop because Yansha is implementing the "three stores integration" plan. At present, there are three stores in Yansha friendship mall, two are in Beijing, they are shops and Jin Yuan stores, and one is in Taiyuan. It is envisaged that in the future, the brands in the other two stores will be aligned with this store.

In April 26th, Yansha mall Jin Yuan store "international brand men's clothing area" reopened, Italy CANALI, CORNELIANI, British GIEVES&HAWKES, Aquascutum, French GIVENCHY and other international brands, the group settled. Part of the high-end custom service has also entered the Beijing west area.

Zhang Yuejin, general manager of Yansha friendship mall, said, at present, the brand structure of Jin Yuan store is still quite different from that of our store. Therefore, the adjustment and upgrading of men's clothing is the prelude of Jin Yuan shop. Next, women's clothing category will also have a larger scale reappearance. After that, some brands of cosmetics and children's products should also have some heavyweight international brands.

It is estimated that by the end of this year or in the first half of next year, there will be "great changes" in the commodity structure of Jin Yuan shop. With the brand in place, shopping environment will also be renovated and renovated, such as lighting, VIP room, customer rest area, etc., according to the area, nearly 1/3 to 1/2 area will be reloaded.

Zhang Yuejin said that when the adjustment was in place, more than 80% of the brands of Jin Yuan store and Yansha store were coincident. Customers who needed to go shopping in this shop could buy them at Jin Yuan store, because the brands were the same, and the staff often communicated with each other, so did the service.

Will this have a negative impact on the sales performance of our store? Zhang Yuejin said no, because the market in Beijing is very large. Theoretically speaking, customers will have shunts. Originally, we went to Jin Yuan shop, but every year, through brand adjustment and publicity, new customers will be added.

　　 Unified store brand helps enhance brand discourse power {page_break}

In recent years, major shopping malls in Beijing have opened branches, such as new world, contemporary, Xidan, Tianhong and Gan Jia Kou. However, due to the different geographical location and the different surrounding customers, the brand structure of the store is different from that of our store. Like today, our store is high-end, while its Shijingshan Dingcheng store is slightly lower.

The industry believes that Yansha attempts to unify the brand of each store, the purpose is to enhance the right to speak with the brand. Because in recent years, the single department store has faced a big disadvantage in the face of the big international cards, while the chain store department is in relatively good condition.

It is learnt that from the beginning of communication, negotiation to negotiation, the introduction of an international brand is a rather complicated process.

Jin Yuan's new brand of men's wear has been contacted three years ago or even longer. Zhang Yuejin said frankly, this is a difficult process, because the international brands need to be more stringent in place, it not only depends on what conditions you give it, but also depends on your customer level, depends on your management, do you have other brands that are quite similar here? Jin Yuan shop has been open for 7 years, and the introduction of international brands is always the goal. However, due to various reasons, some are brand reasons, some are atmosphere reasons, and there are sales reasons and customer reasons.

Alfred, general manager of Dunhill (Shanghai) Trading Co., Ltd., agrees with Zhang Shufa. He said that the brand is very careful when choosing a department store, depending on its background, whether there is a good geographical location and good management team. In addition, the most important thing is to make brands, which are interactive, such as Dunhill and LV, Hermes and Gucci.

　　 Optimistic about West Beijing High-end consumption prospect

It is reported that last year, Jin Yuan shop sales level of around 1 billion 200 million yuan, through the upgrading of the brand, Zhang Yuejin said that in the coming year, the sales increase should reach the level of 20%-30%, and this level will remain for several years.

Zhang Yuejin's confidence comes from the data analysis results of full market research and CRM customer relationship management system, especially after a very detailed analysis and understanding of the customers of Jin Yuan shop. He is optimistic about the high-end consumption prospects of Beijing West.

Zhuang Chen, general manager of Shanghai crater Clothing Co., Ltd., also said that Yansha will analyze and explain the results of the customer analysis of Jin Yuan store every month, which will give confidence to the brand.

"In recent years, international brands are very optimistic about Haidian District's consumer market." Haidian District Business Council responsible person introduced, for example, in 2010, including Burberry, such as the 16 international brands, such as Lotto, Ken Diwen, capital and cloth brothers, settled in Cui Wei square. Last year, the brand of contemporary children was adjusted, and 11 foreign high-end brands such as Boss, Jacadi, Kenzo, i-baby, LEVIS, and English were introduced.

Although in Haidian's "12th Five-Year plan", the high-end business district was formed in the south, business in Zhongguancun was very developed. The reason is that the north and south of Haidian District are long and narrow, and the high-end business district in the South can not provide services for the high-end people in the central and northern part of the country. Many high-end consumers in Haidian District live in the north and the north.

The responsible person believes that after upgrading the brand of Yansha Jin Yuan store, it is expected to form a high-end business belt in the Zhongguancun rim region with the contemporary era.