Cold War In Nanjing Luxury Market

FENDI,

Versace,

ESCADA,

FERRE,

ETRO,

Max Ma,

GIADA,

BCBG,

GUCCI

...

When these "big names"

Qi Jinling

...

FENDI Nanjing's first store opened quietly

On the morning of 01, 17 2009, the Italy brand FENDI of LVMH group announced the first opening of a special store located in Nanjing Oriental mall.

Compared with other city opening ceremonies, Nanjing's specialized shops are almost "quiet".

Because the newly opened flagship store at 1 Beijing Road, Tsim Sha Tsui, Kowloon, Hongkong, invited Carina Lau to be the opening guest. The opening ceremony of the Kowloon flagship store in Hongkong invited Michele Lee to be the opening guest. On the day of the opening of Hisense Plaza, the first shop in Tianjin, he invited Li Xiaolu to be the guest.

Although there was no invitation to big stars in Nanjing, the main character on the opening day was the FENDI brand supporter.

FENDI Nanjing Dongfang mall specialized store attracted many people's attention on the day of its opening. There were many professionals in the industry, and FENDI's decoration and style also won a good reputation.

In addition to the world-famous fur clothing and women's clothing, as well as all kinds of charming high-end handbags, belts, scarves, accessories, etc., it is the first FENDI FENDI UOMO men's wear section in China, and together with the FENDI fur and women's wear series designed by Karl Lagerfeld (Karl Lagerfeld), it shows the extraordinary creativity and luxurious style of FENDI dress.

FENDI brand was founded in 1925, when Edoardo and Adele FENDI opened the first FENDI fashion shop - handbag and fur factory in Rome Via del Plebiscito, and won wide acclaim with excellent quality.

At present, FENDI has more than 110 specialized stores in 25 countries.

By the end of 2008, FENDI will set up about 14 specialized shops in China, covering 12 major cities in China.

Nanjing is moving closer to luxury consumer hot cities.

People in the industry asserted that Nanjing's luxury consumption potential should not be underestimated. It is moving closer to luxury consumer hot cities.

Building city center Shoppingmall, De Ji square, Dongfang mall and Jin Ying have become synonymous with luxury stores in Nanjing.

When Versace, ESCADA, FERRE, ETRO, Max Mara, GIADA, BCBG and many other top luxury brands appeared in Xinjiekou's de key Plaza, people knew what high-end shopping malls were.

According to a department head of the German Plaza, all the decorative materials of 160 square meters of Versace's store are shipped from Italy, and the cost of decoration is equivalent to RMB nearly 10 million yuan.

This is the demeanor of the luxury goods man who desperately seeks image and location.

Nanjing is not a front-line consumer city, but Nanjing white-collar workers have the same strong fashion consumption power.

At the moment, international brands are starting to favor this ancient city.

In addition to the two phase of the project, the two phase of Jinying Xinjiekou store has been finalized. Dongfang mall has also adjusted the layout of shopping malls in a timely manner, attracting high-end brands such as FENDI to enter, while the international high-end department store giant Hongkong Heng lung will enter Jinling.

With more and more high-end shopping malls, the number of luxury tourists in Nanjing will be less and less, and luxury goods will become more and more popular in the commercial war.

A good market rule shows that competition can develop and consumers can get more benefits.

In September 8th last year, Italy luxury brand "Bvlgari" opened in de chi square, becoming the first international top jewellery brand in Jiangsu.

It is understood that, on the day of opening, there were several VIP consumers who paid their pockets, and the popularity of Bvlgari was much greater than that of the company.

In the early July, when luxury brand LV opened in Germany, faced with tens of thousands of yuan a bag, Nanjing even had a "panic buying" trend. When it opened, more than 10 people lined up to pick up the goods.

FENDI occupies an area of more than 200 square meters on the first floor of Dongfang mall. Besides the main product handbags, there are also derivative products such as men's wear, women's wear, leather shoes, jewelry and so on.

After the opening, some customers came straight to FENDI, and then they opened the tickets and bought them.

A staff member of Dongfang mall said that on the ground floor of the FENDI shop in the southwest corner of the first floor, GUCCI, which was opened in June 9th, plus the newly adjusted high-end brands such as SWAROVSKI, Lancome and Chanel, echoed with the German Plaza, forming a high-end consumer area in Xinjiekou.

The influx of so many international brands into Nanjing illustrates the confidence and affirmation of the international brand in the high-end consumer groups in Nanjing.

The consumption power of the rich embodies in the Xinjiekou business circle.

ESCADA is one of the luxury brands of Texas. To become the VIP of the brand, the threshold is to buy 30 thousand yuan at a time. The consumption power of the rich in Nanjing can be seen in this store.

Miss Fang told reporters that in just a few months, they had accumulated 150 VIP customers, of whom 100 were regular customers.

So far, they have encountered the most generous guest, bought a 150 thousand yuan yuan autumn winter clothing, and last summer's passenger price record was created by a young lady, she readily bought a 26000 yuan skirt.

Among LOEVE, BCBG and other front-line brand consumers, young people are the majority.

It shows that the consumption force and consumption concept in Nanjing have changed a lot in recent years.

Many customers in the mall are not rich people, but they have the desire to own luxury goods and are willing to pay for luxury goods.

A white-collar worker with an annual salary of 70 thousand is willing to spend 8500 yuan to buy a LV drum bag, which is very normal.

These young consumers pay more attention to enjoying life and showing their taste.

Spend tens of thousands of yuan to buy watches, spend ten thousand yuan to buy clothes, this is in the eyes of the older generation is unreasonable consumption behavior, but now it seems very normal.

Yesterday, when FENDI opened, a 50 year old lady came to the shop. She chose two handbags. Ms. Xiao said, "consumption is actually a consumer brand's service, brand culture and brand concept."

According to the salesperson of FENDI counters, although the price of each handbag and clothing and leather shoes ranges from 6000 yuan to 10000 yuan, the consumption level of Nanjing is no worse than that of Beijing and Hongkong.

A three ring ring made of leather is worth 688 yuan. Many young girls look at it swipe. There is also a metal hollowed bracelet, more than 2600 yuan.

The agent of Paul&Shark, the world famous leisure brand, also reveals that Nanjing's business is no worse than Shanghai's.

Should luxury shoes be stripped of high heels?

People always want to borrow high heels to make themselves look taller than reality.

The emergence of luxury goods, like high-heeled shoes, once worn, may no longer be taken off.

This is also the best commentary of many "moonlight clan" or young "negative Weng".

In a luxury report, New York Times pointed out that China's luxury consumption has reached 2 billion US dollars, although this figure is not large, but the rise is the highest in the world.

According to a recent online survey by AC Nielsen, about 2/3 of the respondents in China consider that many luxury goods including designer brand goods are too expensive. At present, only 7% of Chinese consumers buy branded products.

In fact, the rapid growth of luxury consumption in China is still mostly on the surface.

A lot of people spend luxury goods on luxury goods.

Some people who do not reach the luxury level of income will buy some relatively inexpensive accessories to find their feelings, thereby suggesting that they are also part of the top consumer class.

Miss pan, an executive in Jiangsu Software Park, had studied in Germany and was influenced more by Europeans in the concept of luxury consumption.

Because of her abundant income, she has always been the main force of luxury consumption, and can run to Milan to spend a lot of money in order to see a fashion show.

She personally advocated the concept of "luxury".

She believes that luxury goods can be divided into conspicuous consumption and self satisfied consumption in terms of consumption.

Many luxury goods consumers in China can say that vanity is greater than taste.

This luxury is mainly made to others, so most of the luxuries are concentrated on personal necessities such as clothing, perfume and watches. In the relatively mature European and American markets, housing, automobiles, tourism and personal consumption, such as art, food and so on, are all inclusive.

As long as we have the highest quality, the most profound cultural connotation and artistry, an ancient lamp or a concert can become a luxury consumption.

In Europe and the United States, luxury consumption is dominated by middle-aged and elderly people, while the age of luxury consumption in China is young.

Although there are many examples of successful young people, but because of the overall income capacity and the deviation of concept understanding, many people think that using a famous brand purse or a famous brand belt is to dream their luxurious dreams.

Although many people buy luxury goods now, there is still a limited number of high-end luxury goods buyers.

Take a OMEGA watch, a senior executive at the German Plaza said that many people would like to spend three to five thousand to buy one, but the real willingness to spend about one hundred thousand yuan is very limited.

Most consumers are still at low price in high-end brand goods or luxury goods.

But there is no doubt that more and more luxury brands in Nanjing will play a positive role in Nanjing's consumer market.