Business Treasure: How To Kill Rivals Such As China World Trade Center In Shinguang World

　　 Xinguang Tian How to kill the opponent? Why are China World Trade Center, Yansha, Financial Street and other department stores like thunder are not rivals of the new world?

At the Capital International Airport, Chen went straight to CBD's fashion store. The 23 year old, sweet, private aircraft salesman did not spend tens of millions of dollars to buy a private jet to accompany his luxurious Shopping this time. Instead, he enjoyed his favorite consumption experience in Beijing: visiting the shinguang land in the grand center of Da Wang Road.

"Sometimes I have nothing to do, and I'll take a car to go to the new light," Chen Fan blinked the spotted deer. Her eyes emphasized the satisfaction of the shopping mall. "Everything there is, everything is beautiful, very lively, and I feel very happy."

Every day, we can see that Chen Huan who has bright lights in his eyes walks into the world of new light. Zhang Jiapeng, a senior businessman in commercial real estate, can not help but sigh with the wonder of fetishism. Apple Corp founder Steve Jobs said, "the great light of Apple education will enable believers to drive their cars to the same happy end station". Fetishism is also pursuing this realm. Zhang Jiapeng, executive director of RET Rui Yi De, has served as director of DTZ DTZ in China, providing advisory services to the Grand Central Shopping Centre.

For the new landmark of Beijing fashion, Zhang Jiapeng is very pleased with the case of Xinguang Tiandi: before the transformation of Da Wang Road, it took courage to make a high-end shopping center. They drew a blueprint for the China Trade Center: "the traditional CBD business circle is west of the China World Trade Center bridge, but when Wanda Plaza and Jindi square appear, they will move eastwards along with the Huamao project."

Standing at the core of CBD Business District of Grand Avenue, Wu Xinda, general manager of Taiwan Xinguang Tianyue group, has a new desire. A joint venture participant revealed a little-known detail to the business weekly / Chinese version: in April 2007, a month before the opening of Xinguang heaven and earth, Wu Xinda submitted a report to Wang Qishan, then mayor of Beijing, and put forward a report on whether to borrow the design and concept of the riverside map of Qingming.

It is said that Wu Xinda has also tried to convince Wang Qishan in a reasonable way that at the time of the Olympic Games on the eve of the Beijing Olympic Games, this characteristic subway station could also reflect the prosperity of Beijing city and express its welcome to people from all over the world.

" National gate Although the first stop has not been realized, in the past five years, it has benefited from the loyal consumers like Chen Fan and the overall rise of the consumer index. China's department stores have maintained 20% growth over the past 10 years, and the new light world has grown at an annual rate of 30%. In 2011, the sales volume of Xinguang world was 6 billion 500 million yuan, which surpassed the previous four years, which has been relocated to the national department store's single store sales and the top ranked Hangzhou Tower (2011 sales amount to 6 billion yuan), while Shenzhen the Mixc ranked the top three with annual sales of 5 billion 200 million yuan.

However, the bustling dream of Beijing is fragile but fragile. From the earliest department store to later Yansha, Cui Wei, Seth, to today's China World Trade Center, Xinguang Tiandi, Beijing's fashion landmark has been changing. "I think the new world really represents an era." One industry insider said. But who can guarantee that after a few years, the new consumption trend will also favor the new world?

High end department stores, which rely on high-end brands, have their own risks. Feng Hui, public relations manager of Xinguang world, admitted that the sales growth of Xinguang world has slowed down since the fourth quarter of last year, and consumption tightening is the main factor. Beijing Business Council data show that from 1 to June this year, the sales volume of 65 heavy department stores in the city was 36 billion 810 million yuan, an increase of only 5.9%, of which 31% of the enterprises even appeared negative growth. The high-end consumption was the most affected, and the new world and Seth increased mainly by international brands, respectively, which decreased by 27.9% and 9.6% respectively compared with the same period last year.

The data are cold, and the consumption psychology of luxury goods is changing quietly. If a sociologist enters the new light world, he will find in this regard: vanity, ostentation, leisure, success symbols, identity, class antagonism, bribery, lovers, "cousin" (Yang Dacai, the former head of the Shaanxi Provincial Safety Supervision Bureau, was exposed to many names), democratization of consumption......

As the largest luxury country in the world, China is forming the "fashion system" by the French philosopher Roland Bart, Jean Baudrillard's "consumer society", and Max Webb, a German sociologist, in the Protestant Ethic and the spirit of capitalism, "a life that requires economic ethics recognition". Xin Guang siege, desire screaming, background music repeatedly played the popular actress Adele's Someone Like You: "sometimes love can be eternal, sometimes love hurts so much (Sometimes it lasts in love but sometimes it it"). This is simply a sad aria in the era of consumerism.

To some extent, the rapid rise of Xinguang world is also due to the crazy evolution of luxury consumption in mainland China. According to the data released by the World Luxury Association, the sales volume of luxury goods has been growing at more than two digits every year in the 7 years since China joined the WTO in 2001. Last year, the total consumption of China's luxury goods market amounted to 12 billion 600 million US dollars, accounting for 28% of global share. China has become the largest consumer market in the world.

When you enter the square cube, you are isolated from the noise of the outside world and blend into a secret and lively world. We interviewed several consumers who often came to Xinguang Tiandi shopping, unanimously mentioned as a combination of department stores and shopping centers. One of the most important advantages of Xinguang world is "many kinds of brands and relatively complete brands", so they can often let them linger on. A typical representative, Chen Huan, calls the new world "shopping end": "this place can buy all the things I want, and compare the prices of several brands in a very short time." A lot of big flagship stores, like Versace, are going to open... "

Indeed, if you first came to Xinguang world, you may be impressed by your instant fall into a luxury kingdom. You can't ignore the brand of Gucci, Prada, Ermenegildo Zegna, Giorgio Armani and so on. Among them, Gucci and Dior also set up their flagship store. Even the shop is very cautious. In the first 4 years, only Chanel stores with 4 stores in mainland China opened a store here. This means that if you are a brand lover of Chanel, Xinguang world is one of the only two choices that Beijing buys this brand.

One afternoon, we were sitting in the Starbucks on the first floor of Xinguang world. A group of tall, fashionable young girls walked by. The frequent visitor here, Han laughed, said, "look! This is the typical consumer of the new world." Ye Lin, a beauty salon called Aiva, often goes to the vicinity of Xinguang world. She often meets big and small models and stars: "taxi from here five kilometers away, post modern city, Apple community... I've lived a lot of such a corner. "

Unlike the grottoes and the snobbish gold selling grottoes, the new world has made a delicate balance between the rich and the poor. Han said: "I come to shinguang in three different ways. I don't necessarily have to buy any big cards. I have a cup of coffee on the first floor and I have a meal in the upstairs restaurant, but I still feel this high-end atmosphere. Unlike other high-end stores, the feeling of depression comes when you enter."

At least, Xinguang is not the high-end consumer Vanity Fair in Manhattan or Hongkong. The name of Vanity Fair is Everything is vanity, nothing is fair (everything is fame and fortune, and there is no justice in the world). The harmonious coexistence of vanity and fair is the first batch of shopping malls to realize department store shopping centers. This is exactly what should be done in China over the past few years: weekend shopping centers or department stores have become a new way of life. "Chinese consumers like to go to Shopping Mall on weekends. Young people go around for a long time, but parents also bring their children." Dai Hong, the head of high-end supermarket Ole, said. In the children's wear area of the 5 floor of Xinguang, there is a free children's playground where children can play.

In the crowded business environment, why does the mall have such charisma? How did developers and operators of Xinguang world open up this new wealth area?

It is hard to imagine that this popular city has been a barren land in the past. Prior to taking over the Huamao center, the owner of the land is Guohua, a subsidiary of Huamao center, which is a power plant. Zhang Jiapeng remembered, "in 2004, this area is still a combination of urban and rural areas, people are here to change trains to Tongzhou, all day dusty, there are a lot of sweet potatoes on the roadside selling baked string, very low end."

When the real estate consultancy company was determined to expand the territory, the advice from another real estate consultancy company was that it was better to make a commercial project matching the ordinary people's life. The three office buildings and hotel apartments will be built up enough for the people. However, the housing manager of Guohua real estate feels that the positioning of this project can be higher.

Speaking of the housing super, Liu Zhenghao, who once worked in the China Trade Center, said he insisted on the positioning of the Huamao center at the high-end. Zhang Jiapeng, who collaborates with them, revealed that because of the failure of the previous project in Xidan, housing super has learned the lessons of commercial real estate operation. "The advantage is that he has experience."

Fang Chao should establish the high-end positioning of Huamao center and support the objective factors. At that time, Zhang Jiapeng was regarded as the top three office buildings in Beijing, which had been confirmed to start work. Zhang's judgement was based on the three hardware facilities and the way of leasing. The mode of leasing instead of selling decided that the quality of the office could be strictly controlled. "If you sell it to other owners, he can rent a baked sweet potato." At the same time, the two luxury hotel brands such as Marriott and Ritz Carlton have already decided to enter. "Two five star hotels plus three grade A office buildings, so that the project itself has enough high-end passenger flow, which is the basis for the main store -- a high end department store." Liu Zhenghao said.

But if you look at the Financial Street shopping center in Xicheng District, Beijing, you will understand that even equipped with such advanced facilities will not necessarily attract the ideal customers to spend. There are also five star hotels around Financial Street shopping center, intercontinental, Ritz Carlton and Wenstin. There is also a good quality office building. According to Liu Zhenghao's statement, there is no shortage of hardware that seems to maintain high-end shopping malls. But the LV and Dior stores located here, and even the lac Crawford Department store introduced from Hongkong (which is famous for helping the designer brand with its department stores), is patronized by the new world. It has also been proved that although the annual sales growth of 20%, the sales volume of Financial Street shopping center in 2011 was 1 billion 100 million yuan, about 1/6 of shinguang world.

Xia Lin, Assistant Secretary General of the China general merchandise Association, said: "although the income of Zhongguancun people in the west of Beijing is also high, the characteristics of this crowd are more rational, not as open as those of the eastern consumers, and they are not as expensive as the eastern people. This is feedback from shopping malls.

Shopping mall is the battleground. When Xin Guang world inviting business, it faces competition from China World Trade Center mall. China World Trade Center mall, which opened in 1990, is the first store selling high-end brands in Beijing. Because it is located in the most prosperous CBD center, plus nearby star hotels and high-grade word buildings, it is a high-end customer group. When Zhang Jiapeng's team of DTZ became a consultative group of Fang Chao, they planned for the Huamao center the prospect of moving eastward to the CBD business center. "Another judgment is that the great road will be transformed". The width and display of this section are stronger than those of CBD, and there is no shelter from trees or loops.

The most important thing that makes China World Trade Center shopping mall slightly inferior is the hardware condition of shopping malls. "Flagship stores usually require a high degree of brand experience and consumption environment, but some of the brands in China World Trade Center mall are on the two floor of the ground, which is a matching transformation." Zhang Jiapeng said. Matching transformation means that the two floor of the ground was originally designed as a parking lot. However, due to the strong commercial demand, homeopathy was changed to commercial use, with a lack of storey height, especially when compared with the height of the new light world, which is as high as 6 meters, the disadvantages are more obvious. Although these leading brands of LV can be put on the same level, the needs of more brands can not be satisfied. Therefore, the conclusion of housing hyper and DTZ is that luxury brands have the power to expand their stores, and consumers also have a huge appetite to get more goods from shelves.

Compared with the department stores built 10 years ago, Xinguang world is indeed unique because of its new development. This difference is reflected in the interior space and moving line design of shopping malls. As Liu Zhenghao, director of land sales manager, said, "the shopping environment of Xinguang is the best in Beijing". He points out that the spacing of new light is the widest in all department stores in Beijing, reaching 4-6 meters, compared with 2-3 meters in the new world department store, and some passageways in Zhongyou department store are not even 1 meters. "Every square meter means a lot of rent, but Xinguang did not consider things from this angle. This is the difference between ideas." A good moving line design means that if you enter a shopping mall, you can browse the brand inside, and find the favorite brand is also very convenient. This is why chen fan, who works in China World Trade Center, is more willing to go to Xinguang, one of the reasons: "the distribution of shops in China World Trade Center is too scattered, and they lose their way when walking. There is no such thing as new light." However, as for the deficiencies in the design of Xinguang space, Zhang Jiapeng also said that he thought the atrium was still too dull.

Liu Zhenghao pointed out a detail that few people would notice. The handlebar tape of the Xinguang world escalator was originally red. "The general shopping centers are black, because the standard is black, and the red and white need to be customized, but the feeling that red gives you is welcome. They even thought of it. If you pay attention to it, you will find that the corner of the fence is designed to be arcs instead of squares. "They pointed out that the square corners were easy to cut into the lady's backpack." Yu Wei, who once worked in the Department of operation of Xinguang world, mentioned underwear area. Compared with other shopping malls, the lights of the Xinguang Tiandi underwear area are darkened and the display is more concentrated. "Considering that underwear purchases are relatively private, the atmosphere there is much better than that of general department stores."

...

The location is ideal and the hardware is perfect. The China Trade Center has everything ready, but only the main brand store. The process of calling friends and friends is not smooth sailing. According to Liu Zhenghao, at the beginning, China International Trade Center has agreed with the Saks group of Fifth Avenue, which controls the experience of department stores, on many details of cooperation: because Fifth Avenue does not have an area of up to 80 thousand square meters, it requires the center to solicit the luxury brand outside the shopping mall. Versace, Bally and so on are the first brands settled by Huamao, but they do not belong to the department stores, but also in the Huamao shopping center, which is integrated into the department stores.

However, at this juncture, there is a problem in the US funds. "At that time, the whole plan of Fifth Avenue entering China was aborted, not only was our project blocked, but we could only find the department store operators again." Liu Zhenghao said. At the same time, another department store operator who also coveted the hot land of mainland China emerged from the new light and three Vietnam group from Taiwan. The company is built by a joint venture between Japan and Taiwan, operates several of the most profitable department stores in Taipei, and is well known for its rather humanized services.

At first, the two men matched the marriage of Huamao center and Xin Guang San Yue. At the same time, the new Guang San Yue with no mainland department store business license was joined together with the Beijing Hualian Group as a partner: Wu Xinda, general manager of Taiwan new light three Yue Group, who was of course, pushing forward to the mainland, and the other is Chu Xiuqi, President of the China general merchandise Association.

For Chu Xiuqi, the voice of China's department stores has never ceased to be heard. As president, he has always hoped that the Chinese department store association can introduce some advanced department stores' management level and management concept. Chu Xiuqi visited the department stores abroad every year, which made him deeply touched: once, Chu led a delegation to visit the San Yue Department Store in Japan. A delegation of more than 50 people agreed to gather at the gate of the shop at 11 p.m., but many people were not punctual. Chu saw all the staff of the department store, from the store manager to the grass-roots staff, all lined up in front of the door. It rained on that day, and every employee was holding umbrellas ready for the guests. Wow, I think this kind of courtesy and service consciousness are too strong. As for Wu Xinda, Chu Xiu Qi also has no miserly words: dedication, sense of responsibility and professionalism. "Many things include brand introduction, business mode, service, and sensitivity to the market. They are very professional."

Of course, these qualities directly determine the emergence of Beijing Xinguang world. Wu Xinda himself has high expectations of whether he can break through this market. "He said three ideas," Chu Xiuqi recalls. First, the new light world should become the largest department store in China, "now the goal has been achieved"; second, the new light world should be made into China's benchmark department store, not only the brand portfolio, including management, service, distribution, parking lots, restaurants, and even space for men to provide special services. He considered a lot "; third, let shinguang heaven and earth become an influential department store in the world.

Including the idea of packaging the Tai Wang Road subway station as "the first stop in the country", Wu Xinda really hopes that a good department store can make the whole commercial real estate and even the whole business ecosystem of the surrounding area have a linkage effect. Of course, this proposal has not been passed at last, but the so-called "first station" has been achieved to a certain extent. Han Xiao, who often came to Xinguang world, was a northeastern man. She did not taboo to say that her aunt from Changchun had spent hundreds of thousands of yuan in Xin Guang world. "There are always people on our side who said," next time I go to Beijing, remember to take me to shin Guang. "

The strength of high-end department stores competition lies in how to attract more luxury brands. Lu Xingtai, a trainer in the department store, said, "the location of shopping centers depends mainly on department stores, not supermarkets, cinemas or restaurants, so desperate to ask department stores to go to the high end or even pay you." A senior insider who asked for anonymity said that when LV entered some two or three tier cities in China, the governor would even take part in the ribbon cutting shop in person, "the purpose is to enhance the overall image of this department store and the city". In order to "sacrifice" these brands, the compromise offered by some department stores is only to deduct the 5% buckle points of these brands (other brands are generally at 20%-30%), and some even do not.

On the other hand, the location of luxury brands is particularly cautious. "You know, these brands are much harder to shop than a shop. They can't afford to hurt them. So their choice must be very cautious, and image can not afford to lose. Zhang Jiapeng believes that the selection criteria of these brands are generally that they do not want to be in a commercial New District, but tend to be mature.

Near harsh conditions, there is a common knowledge in department stores: it is a difficult task to wrap up to a large number of high-end brands with absolute right to speak. When the luxury brands are successfully settled, other high-end brands will be heard. "Architecture and business are the stage, and brand is the eye on this stage." Zhang Jiapeng described it.

Although the Xinguang world is basically in line with the conditions, and at the same time, it has a large enough area to make the luxury brands display as many styles as possible. However, let's let Nie Chi ice, who was appointed by the Xinguang heaven and earth appointed director, recall that the process of drawing these brands is still like a speed rally rally. Due to be opened on time in April 2007, the investment time reserved is only 1 years, and the competition for brand resources in the same period with sun GUANG world also includes Financial Street shopping center and Yintai Center, which belong to the CBD area of China World Trade Center. "In the end, Financial Street is really the most direct competitor. It is also a high-end project, and it has LV and Dior brands." Nie Qibing said. LV, who was already sitting in a flagship store in China World Trade Center, decided to abandon the new light which was separated from a subway station after repeated consideration. "The initial consideration is that China World Trade Center has already had two shops in the East, so I hope there is a Financial Street in the west, but I didn't expect shinguang to be so popular. I heard that the company later regretted it." A manager inside LV said.

There are several unwritten rules in the secrets of luxury investment. For example, brands will follow the location of the two brands of LV and Gucci secretly. "Because the two most popular brands represent the two luxury brands (LVMH and PPR)", Zhang Jiapeng said. "It is LV and Gucci that decide that this place will never be opened again, and this place will be difficult later." for example, the brand will see who is next to each other. "Just like buying a house, it depends on who the neighbors are. Have you found that? Prada is often next to Gucci. In addition, the LV manager said that the two brands that directly competed could not become neighbors, and even even stepped into the same store. Sometimes, such as LV and Gucci, Chanel and Dior, you could not see that these brands were next to each other.

The first brand has a key impact on the fate of a high-end department store. "We call the first brand to be" the goat ". With this sheep, we can only bid a good price later. Nie Qibing said.

The "goats" of Xinguang world is Ermenegildo Zegna, while Zegna values the location and shopping environment of shinguang world. "Xinguang is the boss of the department store after all in Taiwan, and has a very deep relationship with these brands." Nie Qibing said. The LV manager also confirmed that the owner is also a key factor in brand location. For example, the owners of LV often cooperate with Hang Lung Group in Shanghai Hang Lung and Huarun real estate in the Mixc, Shenzhen. "Because they have successful experience, they prove that they have good operational capability and there is no big deviation." In addition, Nie Qibing himself is also very important. The professional manager from Hongkong is also an executive director of RET Rui Yi De, who is known for her familiarity with luxury brands. "Ada Nie is definitely the top player in investment promotion." As a descendant of Liu Zhenghao, according to his own experience, "it is very difficult to really place the brand in a professional position. If you go to Chanel, you have to explain to others what brand is next to it. You must know the brand better than they do. If you plan not professionally, you will still be unprofessional, and you will be unprofessional when you start planning. Later, there will be problems in management and operation."

In the tense brand competition, Nie Chi finally set up a new positioning for Xinguang world, which is not divorced from the mainstream, but also has a unique style, especially with Financial Street. Although there is no LV, Gucci flagship store and Chanel have been able to converge a lot of popularity. Her experience is: "I have to make some trade-offs, and have to grasp the rhythm, when we need to take the first step, when to put it first, and to ensure that the venue is opened." At the same time, Nie Qibing also introduced the second largest brand such as Marc Jacobs for the first time in Beijing. "Every shopping center must have a new brand as a selling point. We will control the percentage in 15%-20%."

In order to recruit Chanel to the eaves, according to Liu Zhenghao, Xinguang heaven and earth is willing to "rent 400 square meters, send 400 square meters", that is to say, 400 square meters square outside Chanel shop, can not be used for any brand except Chanel. Soon after the Gucci opened, it reached a monthly sales of $15 million. The LV manager has confirmed that if a big brand is a new store in the existing market, it is a brilliant achievement.

Liu Zhenghao made a comparison between Beijing Sanlitun Village and Xinguang world. "Fast fashion is the trend of all kinds of hype. Sanlitun Village has smashed tens of millions of people to do all kinds of tide culture to break the whole market."

"Bringing together so many high-end brands, the appearance of new world is different from others, which is the nature of the landmark." Xia Lin, Assistant Secretary General of China general merchandise Association, commented.

It is not just fashion brands, but in fact, brand names are widely distributed in the mainstream categories such as footwear, watches, jewelry, appliances, home and so on. Han said, "you can't buy other high-end appliances here." Chen Huan also repeatedly introduced: "the underwear sold here is especially beautiful, with many brands, and full goods, which makes people have a desire to buy!" "upstairs home furnishings, tea sets are particularly beautiful." "The bedding is so beautiful! The fabric, the design, are all very good..."

Today, the rapid rise of Xinguang heaven and earth -- less than half a year in advance, has won a win-win situation in word of mouth and sales, which is exactly related to the gradual maturity of Chinese consumers. "The performance of consumer maturity is subdivision of demand," Zhang Jiapeng said. "The world is rich in category and brand." the advantage is that second line brands interact with luxury goods. If you want to buy Jeans, you don't necessarily have to buy luxury brands, do you?

Although the growth in the first half of the year is wilting, an industry is optimistic that the sales of department stores will be changed. "Mid Autumn Festival, national day, new year, Spring Festival... The new official is going to take office. It can pull our sales. "

"Don't forget, this CBD is not only in Beijing, it's in China, but the gift market in the north is here." Zhang Jiapeng said. In addition to officialdom and business gifts, luxuries are now a choice between relatives and friends. A LV sales at Xpu Ha Palace Hotel in Beijing said, "customers who used to buy our stuff use more, and now the share of gifts is on the increase, which can account for half of sales." He describes that those who quickly take five or six business style belts at the door are mostly commercial or officialdom. Interestingly, compared with the previous pursuit of Logo, gift giving people often ask "Logo can not be obvious", or even ask for Logo to be pasted up and low-key luxury.

...

A department store is essentially a place of consumption for experience. It should give customers a sense of respect, dignity and happiness. In a book called "Mall's call and Call shopping the Mall and Why We Buy", we mention Victor Glenn, who designed the earliest shopping center in the United States. He is a socialist dreamer and has a fascinating view of how to change the society: "businessmen have saved our urban civilization." (of) He believes that shopping centres should be everywhere public works of art, because "businessmen are sponsors of art, and the meaning of our times is just like that of the church and the nobility in the Middle Ages".

In China, shopping malls are far from the role of church. Fetishism believers only care about shopping experience. They still have a lot of trouble. For example, it is difficult to catch a taxi. Xinguang heaven and earth have many thoughtful and thoughtful places. The taxi and other car spots at the gate are just one example. In order to encourage drivers to frequent patronage, Xinguang Tiandi will send mineral water to the drivers free of charge during the hot weather. From time to time, they will give a fuel card to them. A convenient taxi is a major reason why Chen Huan often comes. "There is a particularly bad taxi ride in Financial Street. I complained when I went there that I was choked. People who came shopping here usually drove."

The service level of the brand is different. Chen Huan suffered from the cold reception of MAXMara sales. She began to treat her with cold shoulder. "But after I bought a coat, the coat was very expensive. She was very enthusiastic and very snobbish."

It is hard for department stores to coordinate the work between high-end brands and customers. "You don't know how long a customer wants to coordinate." Feng Hui said helplessly. But she also admitted that there are still deficiencies in the new world: "for example, the parking lot, many people say that your parking lot is so hot, and the taste is not good, we are improving. Therefore, we should not be very high-profile. "

The worry is also that the team that created the new light and the world first - the Taiwan cadre from Taiwan's new Guang San Yue has completely separated from the operation of Beijing Xinguang world. Their departure will give the store a question mark whether it can continue to upgrade its formerly proud service. The protracted power struggle between the two sides of the new venture and the Hualian Group has lasted almost from the beginning of the operation. In August this year, when we contacted Xin Guang San Yue in Taiwan, the other side declined in polite and aggrieved tone that "from June onwards, we have nothing to do with Beijing Xinguang heaven and earth".

As the "matchmaker" who introduced Taiwan's new light and three cross to mainland China in the year, Chu Xiuqi, President of the China general merchandise Association, deeply regretted it. He believes that the management experience of Taiwan in the department stores is far ahead of the existing stores in mainland China.

One detail can reflect the differences between the two sides in management. He said that before the opening of the new light world, Taiwan cadres asked them to visit every representative department store in Beijing. "Meticulously, they can calculate the size of a guide cabinet," said he, who once received training in Taiwan. After investigation, we can clearly understand the sales of mainstream brands in each store.

After the official business, he was asked to write a daily diary: a piece of A4 paper was divided into three areas for 3 years of use, so that you can compare what happened every year in order to sum up and progress. According to Feng Hui, the exchange frequency of shinguang world operation level is once a week, which is said to be close enough.

This may not be all worrying. Liu Zhenghao, who knows the inside story, said that at present, the management style of Hualian is rather "localized". He is worried that the new world will be reduced to a "localized" department store. "Localization" refers to the fact that there is a new brand in the long term, rather than according to the actual sales situation of the brand; department stores try to collect money from brand names in various ways: rent, fines and promotion fees.

In the eyes of Chu Xiu Qi, the service of China's department stores has not been promoted. In addition to the early stage of development, business is too good. "We have many Chinese people and strong spending power. Even if the department store service is poor, you still have to come."

At the end of the interview, we asked Chen, how did these brands with more than four digit prices bring her feelings? She is very entangled: on the one hand, this is too extravagant, but on the other hand, she also feels that this is a rational choice. "In this society, women's appearance is very important. You can't dress up and wear decent clothes."

Wu Fanshu's idea is the same. The wealthy "handsome man", wearing Lacoste T-shirt, Dior trousers, Gucci leather shoes and Rolex watches, thinks that the behavior of buying luxury goods, whether it's local government or government officials, is rational. "I buy famous brand. I am proud of myself. People have also satisfied their own psychology." Besides, the traditional Chinese pursuit of luxury has a long history. "You see, before the Qing Dynasty, rich people would eat expensive food, but now they turn their interests to Western luxury goods." After that, he drove away in a black Audi TT sports car.