In Spain, fast consumer brand ZARA surfaced in the first floor of Teem Plaza, and in full swing intensive renovation, recently, a message about its "One sign shop" is about to withdraw from Wanling exchange but began to spread rapidly in the industry. Although Vanguard Industrial (Guangdong) Co., Ltd. Executive Deputy General Manager Zheng Weixin told reporters in Southern Confirmation that ZARA will not withdraw from Wanlin exchange, after the Spring Festival this year, continued renovation, but could not tell the specific opening time. Second choice of an exclusive clause? As early as last July, ZARA took the lead in signing the agreement with Guangzhou Wanlinghui with the attitude of "No.1 Store in Guangzhou" and planned to set up a flagship store with a building area of ​​about 2,000 square meters on the first and second floors of the mall. However, whether November 6 last year Wanling Department trial or up to now, although the shop was printed with ZARA words partition around a long time, but still no movement. "Taikoo Hui is the future leader in high-end commercial Tianhe district, for many brands, into the Taikoo Hui is certainly the first choice." Anonymity of the business revealed to reporters, however, repeatedly postponed its opening, and some Brand negotiation so far is difficult to determine. "These brands are usually prepared with both hands, once you can not get into the Taiwanese exchange, you can go across the million Link, but it is worth noting that the brand and Swire Pacific cooperation should have exclusive contract, that is not allowed in the same business district The second branch opened. "The above said that the second choice of a result of many brands in the Taikoo Hui before the station can not be confirmed with the opening of Wan Link Department, which dragged down the current investment and opening up less than expected. And this situation is likely to be the main reason ZARA switch to Tianhe City. "'The same district is not allowed to open two branches' is the industry rules in Guangzhou, since the new store chose to settle in Tianhe City, ZARA Wanlianhui withdraw from the possibility of quite large." Although the mainstream big absence CBD Although the "cheap Fashion ", but" deep affinity with the luxury "fast consumer brand ZARA and H & M has always been the benchmark for high-end luxury brand to expand the market. As of now, there is only one H & M in Guangzhou. Correspondingly, the top luxury brands such as LV, Hermes, Dior, Fendi, Dunhill, Montblanc and Celine, Prada, HugoBoss, etc., more than 10 brands are also only open a store in Guangzhou. Guangzhou West Tower Friendship Shopping Center, Landmark Plaza and the first hundred hundred major main theme of youth fashion department store G BF recently opened in Zhujiang New City, but the international mainstream luxury collective was the most expensive high-end shopping district in Guangzhou. Although thousands of department stores in Guangzhou called the introduction of Ferragamo, Versace, but the product content and the image of a far cry. Recently, GUCCI, the PPR's third-largest luxury goods group that has quit Guangzhou due to property issues, returned to Guangzhou and settled in La Perle. Southern reporter learned that, despite the close cooperation with Swire Properties, Guangzhou Pacific Exchange has not yet attracted G ucci and Hermes. And La Perle Plaza came from now G ucci settle down nowadays, during which also took more than a year. However, in the past year, GUCCI has implemented 5 new store plans in the Mainland, of which 4 are in tier-2 and tier-3 cities such as Zhengzhou, Jinan, Guiyang and Taiyuan. Similarly, LV has also entered Hangzhou, Chengdu, Xi'an, Dalian and Kunming. "Relative to the past in Guangzhou, the mainstream luxury brands have accelerated their efforts in setting up outlets in Guangzhou, but compared with second and third tier cities, Guangzhou is still relatively slow in introducing big names," said Li Qingwen, a director of Strategy Development Consultants at DTZ. 2 trillion of total merchandise consumption As a result of the proximity of Hong Kong, overseas consumption may divert consumption of luxury goods has been the judgments of Guangzhou, but the reporter was informed that staying in Guangzhou, high-end consumer is also considerable. According to public figures, La Perle's sales in 2009 reached 700 million and are still steadily growing at 20% per month. Guangzhou Friendship luxury consumption in 2009 reached 8-10 billion, accounting for 1/3 of the total annual sales, including international first-line brand Cartier 1 year hit a 50 million sales. It is reported that in the Friendship of Guangzhou spending more than 40 million diamond card members in recent years increased by nearly 10%. Even during the financial crisis, one consumer took one breath at the mall to buy three Vacheron Constantin. Lam borghini dealers revealed that in 2009, they sold a total of 65 Lamborghini sports cars at between $ 3 million and $ 12 million in dealerships in Hong Kong and Guangzhou. "2009 Hurun Wealth Report" shows that there are 8,205,000 millionaires and 51,000 billionaires in the country, of which 137,000 are millionaires and 7800 are billionaires in Guangdong Province; and 43,800 in Guangzhou City Regal and 3300 billionaires, and a considerable part of the age group in the 25 to 35 years old, is the world's youngest luxury consumer groups. It is understood that the luxury goods consumers in Guangzhou each year for the amount of luxury purchases up to an average of 70,000 yuan, Guangzhou, the purchasing power of luxury goods is evident. Recently, Guangzhou took "Forbes 2010 Best Business City in Mainland China" laureate, Guangzhou Economic and Trade Commission latest statistics further confirmed that Guangzhou's total merchandise sales in 2010 exceeded 2 trillion yuan, ranking the nation's consumption power. Unimaginable spending power and investment policies But why such consumption power is not attractive to luxury brands? In the second and third tier cities, luxury consumption is not enough rational, is materialistic, conspicuous consumption stage, pay more attention to brand awareness, the frequency of the purchase of luxury goods, the larger the number of surveys show that in the family monthly income 50,000-10,000 And more than 100,000 consumer groups, consumer spending on luxury goods in second and third tier cities is almost the same or even more than the first-tier cities. "Zhou Ting, deputy director of the University of International Business and Economics auspicious luxury research. The low-key character, significant regional culture of Guangzhou, the luxury consumer spending more rational and value practical. Not only that, second and third tier cities to attract major luxury brands to enter, investment policies also make the best concessions. Yuda Guomao and LV on the issue of admission, stalemate for three years at the negotiating table.First they proposed that the Yuda Trade can be replaced by Louis Vuitton Building, is the Yuda LO GO replaced LV line, but People do not come. Now they use long-term rent-free, subsidies, decoration costs. "Zhengzhou, a real estate agent revealed to reporters, LV shop is said to require at least 300 square meters of area, decoration costs up to 30,000 yuan / square meter. "To decorate the luxury goods business subsidies are basically the industry's rules, Plaza La Plaza is also a strategy, but some second-tier cities in order to attract these big names, out of conditions quite incredible." An insider told reporters that 2004 At the end of the year, Hangzhou Building, renovated to avoid rent for three years and provide favorable conditions for renovation costs to attract LV settled, "I heard that the local government has also invested 100 million yuan to open a road for the LV." Later, Tianjin Friendship Commercial Building, Shenyang Zhuo Exhibition Center, etc. have to follow suit, rent-free 3 years or even 5 years, subsidies tens of millions of yuan store renovation costs, and even on the mat shop fee. "Tianjin Friendship Shopping Center in order to attract LV settled, and even promised to the LV single-store sales, this also occurred mobilize the mall businesses and employees to buy LV bags to complete the promised sales." The use of such "model effect", luxury Goods companies in the mainland second-tier cities quickly copied. Guangzhou: Second and second tier cities positioning swing "Luxury symbolizes a positioning, if the introduction of the LV or Gucci, other big brands will follow, the overall rental of the mall will be simultaneously rising." Long engaged in commercial real estate in Guangzhou, a Some people told reporters that, for example, selling a bag of 100 yuan merchants, it is subject to 10% of the rent is 10 yuan, while selling 10,000 yuan a bag of merchants, the rent is 1000 yuan. Therefore, many businesses are willing to sacrifice the rental interests of individual shops in return for the overall revenue increase. However, not all real estate developers agree with this approach. "Industry sources said that the final failed to introduce Gucci Gucci because it is not willing to subsidize the high cost of renovation Gucci." Guangzhou, a real estate operator to the south are disclosed. And a few years ago, it was precisely because Guangzhou Zhong Yi City Plaza rejected G ucci requirements for the facade renovation, and ultimately missed the cooperation. "Real estate associations in different cities will make different choices depending on the rent of different regions and the location of the property." The reporter learned that the rents of commercial shops in Guangzhou have been rising in recent years, and many high-quality shops are in cities with mature shopping districts or CBD core areas Complex, even if not the introduction of big-name luxury, but also a higher rental return. To this end, to attract the mainstream luxury brands are not as urgent as we expected. In the planning of many mainstream luxury goods companies, except Beijing and Shanghai, Guangzhou is not among the first-tier cities. Under the dual attack of the market and investment strategy, Guangzhou's attractiveness is clearly inferior to that of many second-tier cities. However, Lai believes that Shenzhen and Hong Kong closer, but the recent development of luxury goods faster than Guangzhou, mainly because it is an elite culture city, spending habits close to the northern market. "The Customs Circular No. 54 is having an effect on consumer spending in the local area while Guangzhou's population structure is changing with nearly 15 million permanent residents, half of whom are estimated to be field workers, a structure that will lead to consumer spending in Guangzhou Change. "Li Qingwen believes that with this change, there is still much room for growth in Guangzhou's future luxury market.
