Shanghai The Bund Luxury Brand Collective Withdrawal

During the summer vacation, tourists in the Bund were weaving, and the tour group with a unified hat was taking photos with the world architectural complex. The bustling crowd outside the shop contrasted sharply with the cold in Cartire (Cartier) store.

Salesperson: there are quite a lot of tourists here. They come in quite a lot. They just come in to see, buy very little, and some even come in for a cold break.

Patek Philippe's first store in China settled in the Bund, but now it is also one of the luxury brands that have left the Bund. Brand PR said two years The Bund As the nature of tourist landmark is becoming more and more prominent, most of the people who come to the Bund do not go shopping but travel. This has a great impact on our sales volume. Considering the cost of rent here, we made the decision to evacuate.

This may be the way out of the Bund. Luxury brand Liu Xiaojie, the head of a luxury goods store, said:

Liu Xiaojie: shop rent is expensive, from the sales volume to smoke, 20%-30%'s amazing.

And the big cards that leave the Bund tend to be some. Emerging business circle Hand in hand. HUGO BOSS recently opened in Kerry Center, Jingan, and Patek Philippe moved to the Bund source club. Chen Yunfeng, vice president of Huaye real estate, said that the new business district needs a line brand to enhance the lot and property value, which will provide larger rent concessions.

Chen Yunfeng: if you want to recruit luxury goods, you can hardly earn money. Even some brands need to pay for decoration, but the value of the whole lot is raised, which means that you are a high-end business district. Especially the rental of office buildings, the entry of five star hotels.

The discount may not be enough to attract the luxury brands. They value the brand agglomeration effect more. The the Bund architectural complex is a fragmentary development. It is difficult to gather popularity and is not conducive to taking root in the new complex.

Besides, the Bund's disgrace is also a reflection of the slowdown in domestic sales of luxury goods. The booming development of overseas tourism shopping and luxury E-business has greatly squeezed the share of China's Luxury Retailing industry. Bain consulting predicts that the mainland's sales of luxury goods this year will increase by only 2%-4%.

Zhou Ting, President of the Institute of wealth quality, believes that the reasons behind this are not only the maturity of consumption concept, but also the impact of policy.

Zhou Ting: many high asset groups are afraid to spend at home, not that he can not. Last year, Chinese people bought nearly half of the world's luxury goods, and 73% occurred overseas. With repeated orders, the intensity of such anti-corruption has greatly reduced the consumption of gifts in luxury consumption.

Some people believe that luxury consumption is only temporarily frozen in China. After all, China is the world's second largest consumer of luxury goods, and as the economy grows, the number of consumers will increase. But the idea of the luxury industry is not so optimistic.

Industry: luxury is not a rigid demand, China seems to have strong demand, but the real luxury shopping crowd is still very small.