Shopping Mall Takes "Light Luxury" And Emphasizes Quality And Personality.

< p > speaking of buying a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >, Miss Shao has her own selection criteria in the bank: one, fabric technology is better, quality must not be the main street goods; the second one is original design, do not like to follow suit and imitate; third, the price should be able to withstand, not as high as the international luxury brand. < /p >
"P", which is in line with Miss Shao's request, has a special noun called "light luxury goods". In the world, this "light luxury" began to emerge in 1990s, and now, "light luxury goods" has been involved in China, and there are more and more shadows in Hangzhou shopping malls. < /p >
< p > two months ago, the French high-end a target= "_blank" href= "http://www.91se91.com/" > designer /a > Roger Roger Vivier settled down in the B seat of Hangzhou Tower, and occupied a good position in face to face with the big names of Herm and Vivier. < /p >
< p > as a typical representative of "light luxury goods", this small luxury accessory brand from Paris is not familiar to the public in Hangzhou. But since its opening, its sales performance has never disappointed the shopping malls. < /p >
< p > reporter saw in the store that Roger Vivier is a symbol with square buckle and Choc < a target= "_blank" href= "http://www.91se91.com/" > shoes "/a". Bright colors and fashionable styles are very popular among young women. < /p >
< p > "we and TOD" S are a group, but there is no such thing as TOD "S" in China. A salesperson told reporters that "TOD 'S shoes are more casual and comfortable, Roger Vivier is mainly women's high-heeled shoes, the style is more fashionable and comfortable, and many foreign stars like our shoes and Bao Bao." According to her, although the store has not done big publicity, but sales are ideal, many guests who like this brand will come to fame. < /p >
The "light luxury" wind, represented by Roger Vivier, has quietly become the next force in Hangzhou shopping mall, P. < /p >
< p > in this period, many shops in Hangzhou Tower C block are being renovated and adjusted. It is understood that probably in 9 and October, there will be a group of "light luxury brands" on the first floor of the C block of Hangzhou Tower. The 2 and 3 floors will also turn into "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "category brand. The original home class brand will be adjusted to 4, 5, 6 floors of C block. < /p >
< p > "light luxury brand positioning is slightly lower than luxury goods, the price is more reasonable, the brand itself is better, and it will attract younger customers." A person in charge of Hangzhou Tower said that the consumption of modern people is more and more rational and the pursuit of individuality. The introduction of "light luxury goods" can better satisfy the consumption needs of these customers. At the same time, these "light luxury" brands are excellent in design and good in quality, though they are relatively small but have a stable customer base, which can bring good benefits to the shopping malls. < /p >
< p > "like Roger Vivier is a high-end designer brand, very famous feeling, we were in contact with us very early, and we hope to have the opportunity to bring this brand in, but we have been suffering from no position. Just before Fendi adjusted to other berths, the good location was sent to Roger Vivier. " Hangzhou Tower business promotion department responsible person said that although Roger Vivier is not famous as TOD 'S and Ferragamo in China, but it actually has many fans, and has been stationed in Hangzhou Tower for more than two months, and sales have been very stable. < /p >
< p > to occupy the first tier shop, < /p >.
< p > shopping mall blowing "light luxury" wind < /p >
< p > emphasize quality and personality < /p >
< p > "light extravagance" aiming at petty bourgeois white collar wallet < /p >
< p > in fact, Hangzhou people's pursuit of "light luxury goods" is not just beginning. In the early years, in a large number of luxury brands imported from the Yintai phase 1 (formerly known as lakeside Street), a "luxury brand" Moncler, located in the corner of the shopping mall, shocked everyone with vulgar performance. The outdoor sports equipment brand, which is famous for its high-end feather clothing, seems to have not carried out self promotion since its opening up, but it has seen a phenomenon of "summer down garments sold out" for several years. < /p >
< p > in other shopping malls in Hangzhou, "light luxury goods" mostly use the form of "buying shop" and "gathering shop" to "test the water" in Hangzhou market. For example, it includes Alexander Wang, Comme des Garcons, Y 's, Moncler and other brands of Shine*; has Barbara Bui, Barbara, and so on, and has gathered the brand, such as the company, the company, the company, and so on. < /p >
< p > according to the manager of the ladies' floor in a shopping mall in Hangzhou, the sales of these buyers' stores are ranked in the sales of the whole floor, and some buyers' daily sales can be more than 70 thousand yuan, ranking the first place in the floor sales ranking. < /p >
< p > "this is not unusual. Light luxury goods often have stable customers." One industry insider said that most of the light luxury brands developed in China are mostly popular designer brands in foreign countries, or personalized hand-made brands, usually with unique design and excellent quality. Once these lightweight luxury brands are attracted to consumers by their unique design and superior quality, the potential consumption potential of these luxury brands is considerable. < /p >
< p > the market of light luxury brands is getting bigger from the perspective of "buying water" from all kinds of buyer shops. A shopping mall personage said that the introduction of light luxury brands is not only the need of differentiated competition, but also a new market direction under the background of the overall sale of luxury goods. < /p >
< p > value product "cost performance" < /p >
< p > electricity providers are also turning to "light luxury" products < /p >.
Less than P, it is worth mentioning that not only is the offline shopping mall throwing out olive branches to light luxury goods, but online business providers have also aimed at the luxury luxury cake. < /p >
< p > just two days ago, Sina micro-blog celebrities Gong Wenxiang said on micro-blog: "it feels light luxury electric business to fire up, as long as a luxury electricity supplier, people including me will shake their heads. But a senior person in the industry said: 1, Tmall is already building a light luxury grade one channel, plans to go online in 3 months; 2, Jingdong will separate the independent luxury electric business company; 3, Baidu electric providers are also ready to transform their Philharmonic into a luxury sale website. Now luxury electric business headhunters are hot. < /p >
< p > Sina micro-blog certification member "Pengcheng quicksand" analysis, "light luxury" is easier to find customer groups than "luxury goods": because "light luxury goods" is a relatively small consumer goods, from the product, it will never become a street card quickly and everywhere. And not too much emphasis on avant-garde design, quality first. < /p >
< p > from the price point of view, it will not be as luxury as it can be. Light luxury brand positioning is generally high-end, and ordinary petty bourgeoisie can afford it. In short, "light luxury goods quality and reputation are not bad, should be able to win some market." < /p >
< p >, but he also pointed out that there are some difficulties in the development of light luxury goods in the domestic electricity supplier. "Most light luxury brands are secondary brands of first-rate luxury brands. These brands are first-rate luxury brands that are created to occupy more markets, products and reputation are guaranteed, but it is very difficult for them to authorize domestic electricity providers." < /p >
< p > there is also a kind of second-class brand of light luxury brand which is independently operated. Such brands are less difficult to obtain authorization, the quality of products is good, the price is substantial, but their popularity is limited, and they do not meet the psychological needs of domestic consumers' social status and identity. To open the market, they need to do a lot of marketing work and time accumulation. < /p >
Besides P, we should also consider problems such as appraisal, logistics, maintenance, after sale service and so on. After all, it is a product with high price per passenger, and the usual way of operation in the domestic electricity supplier industry is far from meeting the characteristics of light luxury goods. < /p >
< p > however, there is one thing to be sure: no matter online or offline, consumers will feel more and more intense "light luxury". < /p >