The Relationship Between Commercial Real Estate And Luxury Goods

In fact, China's commercial real estate, which is squeezed by electricity suppliers and luxury brands, has seen a large scale of business difficulties. How to retry the past position of commercial real estate in the future is still a problem to be solved.

Why do Chinese commercial real estate developers feel so worried about luxury brands? How can China's luxury sales increase instead of falling under the rapid growth of national consumption capacity? Is it really the result of price factors?

In this regard, Wang Yongping disclosed that China's commercial real estate developers have not had the right to speak in introducing luxury brands, and are usually faced with various harsh demands made by the brand side. They are forced to sign various unfair terms, which is known as the "Nanjing treaty" in the industry.

Take LV store in Financial Street as an example, the developer should pay LV 40 thousand yuan per square meter for the brand developer, with a total amount of tens of millions of yuan.

"Besides that, Developers It is also required to pay the fees for various kinds of names, such as intermediary fees and consulting fees. Wang Yongping said that the most unacceptable "contract" for enterprises is that the sale of the brand does not meet the expectations of the half year or the annual sales revenue, and the developer pays the difference in order to protect the performance of the brand.

"Most of the developers who have the luxury store's appearance are actually signing all kinds of unequal treaties," Wang Yongping sighed. Commercial real estate It will cause the project to be vacant because the brand is not enough, and even the business will have great risks in the future.

Bain consulting company released statistics at the beginning of 2014, China Luxury goods Sales fell by 1% year-on-year. Similarly, shopping outside China increased rapidly in 2014.

Gao Hucheng, Minister of Commerce, said earlier that incomplete statistics showed that over 100 million of Chinese citizens visited overseas last year and overseas consumption has exceeded 1 trillion yuan. The Ministry of Commerce has "guided foreign procurement reflux" as one of the important tasks in the future.

Data show that luxury consumption accounts for more than 40% of Chinese citizens' overseas consumption, leading the return of luxury goods to become the most critical part of overseas reflow.

As we all know, the most important reason for the popularity of luxury overseas consumption is the low price. Recently, a number of luxury brands have already lowered the price gap between the domestic market and the European and American markets, and the future price factors will become less important. And does China's commercial real estate have the luxury management capability?

In Wang Yongping's view, China's commercial real estate should learn from overseas "buyer system" mode, that is, developers or domestic operators first buy goods from the brand side, then sell them in the Chinese market, so that they will seize the initiative and not be tied down by brands.