Luxury Brand Collection Shops Are Stationed In Guangzhou.

Fashion enthusiasts keen to buy luxury goods are generally aware of Hongkong's Joyce, ISA, TWIST and other brand name stores. In the past two years, the collection of more than ten dozen famous European world famous brand new season brand collection shops has also been stationed in high-end department stores or shopping malls in Guangzhou, and price has become the biggest selling point. It is understood that due to the introduction of synchronization from Europe, reducing the intermediate links, the price difference between the famous brand sold in the store and the overseas purchase is narrowed. Most of the goods are cheaper than the domestic stores, and even close to the selling price of Hongkong. Guangzhou people have always been pragmatic. Are these new brand stores in Guangzhou attractive enough to win the favor of local brand control?

　　 Environmental Science

Design exquisite feel

Walking into the two floor of the sun New World Shopping Center, L "AURORA Aurora" luxury confluence, spacious space and famous brand handbags placed in various exquisite corners. Clothes & Accessories It makes people feel like a famous exhibition hall, and the air is still floating with fragrance. At the EC brand handbags store in Jinan, Guangzhou friendship country, the brand-name bags of new arrivals appear to be "alive and fragrant" under the irradiation of the spotlights, and several sofa tables are placed in the area. Customers can sit slowly and choose goods or rest.

These brand-name stores are new in Guangzhou in the past two years, and the shopping environment is very particular. According to L, "AURORA", the flagship store hired the professional interior design team of France and Italy, referring to the standard layout of the international first-line brand shops, and has many unique design elements in the shop, such as canary bird cage modeling, large design chandelier, and also from Italy. Designer The handy sofa and exhibition rack create a luxurious and elegant shopping environment.

These brand-name stores choose to enter high-end department stores and shopping centers that are consistent with their location. For example, EC opened stores in friendship ring east store and Zhongtian shopping mall, and opened a new store in the gold shop of friendship country last April. The brand side said that the famous brand collection store is in the initial stage in Guangzhou, so it can share the target passenger flow with the way of Guangzhou high-end department stores and shopping malls.

　　 Price

The price difference between Europe and Hongkong is not big.

In the famous brand collection shop, the famous brand displayed on the shelf has more than 1000 yuan purse, card clip, Coach handbag, and goods with a price of 10 thousand ~3 yuan. EC introduces, the store mainly sells handbags and leather accessories, the average price is about 10 thousand yuan, the store also arrived at about 200000 yuan Hermes handbag, but has not yet time to put it out, VIP customers directly bought.

According to the introduction, the brand name collection store adopts the channel of international direct supply, such as the cooperation with the subordinate distribution organizations of the major brands, and eliminates many intermediate links, so it can be directly imported into the goods at a lower price. L, "Miss Chen of AURORA" said that the price of goods in the store is in line with international standards. Some of the products are cheaper than domestic brand stores: "for example, a Chole handbag, priced at more than 10 thousand yuan, and the price tag is similar to that of the Hongkong special store. The difference is only the exchange rate." The reporter has learned that in terms of pricing, brand name stores also set up a discount system for VIP customers. If you buy more than 5000 yuan, you can get a gold card, but you can play another 5% off, and purchase more than 20 thousand yuan or more, so that you can make the price more competitive.

　　 Goods

New products in season are synchronized with Europe and America

According to the introduction, mainland China is far behind the European and American brands and Japan in the renewal of its brand name, though it has changed in the past two years. Another selling point of the famous brand store is "synchronizing with Europe and America", because the purchase is directly from Europe, and a professional buyer team bookings ahead of time, so that new products can appear in time. L "AURORA introduces that more than 80% of the shops are seasonal products, and the products are updated quickly. Some of them are getting the products for the next season ahead of time, while EC reveals that the exclusive departments are concerned about fashion and market demand, and introduce new products and supplies each month, which can also help consumers find new products that have not been put on the shelves or the classic models that they have long loved.

The brand collection shop stationed in Guangzhou has also introduced some products that Guangzhou has not yet had exclusive stores to form differentiation. In L "AURORA", reporters saw Gucci, Prada, Versace, FENDI, GIORGIO ARMANI, Red Valentino and other more than 20 luxury brands and cutting-edge designer brands, but also found that the "fresh" brand in Guangzhou has no exclusive stores, such as Alexander, Dan and so on.

　　 service

The main high-end VIP has a "secret room".

In the EC store of national gold friendship, the reporter saw that when a customer stepped into the shop, there was instant sales service. The customer picked up a handbag and asked the salesperson what brand it was. The salesperson immediately explained: "this is the American brand Tory Brunch, which sold well over the past two years. This style and the killer bag of Prada, that is, the bag taken by the heroine of Transformers is the same style, but the price is only 3000 yuan, which is cheaper than 2/3." It is understood that since the name brand stores have merged many brands, their salesmen are required to understand the expertise of all brands, and to provide customers with advice on fashion matching and fashion consultant services.

On the two floor of L, AURORA, there is a "secret" area to be opened. The VIP VIP room is divided into male guests and female guests. Reporters saw every room with sofa, shelves and whole body mirrors. The staff will also display some items that will not be placed in the VIP room, such as custom-made evening dress and so on, which will give VIP members a more honorable feeling.

　　 Buyer feedback

The price difference is not big, and the goods are the most vulnerable.

Miss Wang, who works in a Pearl River New Town real estate company, bought a Armani handbag at the price of nearly 3000 yuan in the famous brand collection shop. She said she liked it very much and felt that the price of less than 3000 yuan could still be accepted. "Although it is also known that buying handbags abroad will be cheaper than two or three yuan, but when purchasing is troublesome, the second thing is to wait. After all, the price difference is only a few hundred yuan. To buy in Hongkong, we have to calculate the cost of time and fare, rather than buy it directly." Miss Wang said that one of the factors that attracted this brand collection shop is that the store will introduce some brands that Guangzhou has not yet set up exclusive stores, so it is not easy to bump into bags. She also introduced her friends to Amoy goods, bought some accessories such as purses, clip and other accessories, and some products did not sell regular promotional activities such as 12% off for one thousand or two thousand yuan.

Ms. Chen, a famous brand fan, believes that unless she likes it, she will not consider buying top brands in Guangzhou: "domestic brands are much more expensive than foreign ones. If the items you want are ten thousand yuan, even if they sell the same price with Hongkong, there will be a 2000 yuan price difference."

　　 link

Hongkong brand collection shop has a history of more than 30 years.

In Hongkong, there are many famous brand collection shops, and they have many years of history. Like the famous ISA boutique boutique store, it has a history of more than 30 years, acting as a seasonal product imported directly from Europe. It has an annual discount of up to 70 percent off. Another TWIST is also a similar brand store. Apart from LV and Chanel, almost all other brands can be found. Some of the products may also be promoted. It is not impossible to clean up to 70 percent off of the goods.

　　 Expert opinion

Core competitiveness in buyer's touch

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, believes that compared with brand flagship store, this brand collection store is more flexible because of its more flexible form of operation, richer brand portfolio, and better caters for the demand of compound consumption of famous brand, so the survival space and development space in Guangzhou will be greater. After all, the cost of a single store is high and the risk is very high. Therefore, brand dealers are also willing to convene them to go to the market that has not yet been entered, so as to share risks. Generally speaking, this kind of famous brand store has obtained the agency and distribution rights of more than ten dozen brands, and buys the most suitable category for the target market through its own buying system, which is more suitable for the target consumers and tastes in the target market.

Huang Wenjie said that everything is long and short. Although there are many brands in the famous brand store, it also determines that every category and product of each brand will not be as rich as a franchised store. In addition, whether the famous brand store can develop well in Guangzhou, the most important core is its buyer's ability. Only the buyer's ability is good, and the insight of Guangzhou market is good, can the products of this kind of famous brand assemble shop meet the right way in Guangzhou.