The ever-accelerating expansion of the luxury brand in the Chinese market.
Trade shop is completed, will become the largest store of Louis Vuitton Asia region. “Recently, this reporter learned, people familiar with the French luxury brand Louis Vuitton POW opened in Beijing, China World Shopping Mall West Annex, a total area of nearly 6000 square meters flagship store.
DTZ director for China, said Zhang Peng, the high cost of land area of International Trade, won such a large area of shops it is “generous.” At present, the average rent of Trade core area of the clothing retail property has basically reached 1000 yuan per square meter per month or more. Only the store remodel costs are expected to more than NT $ 10 million.
The big expansion in the Louis Vuitton behind its previously missed opportunity to Da Wang Road shopping district in Beijing low-cost settled.
In fact, the current high-end brands have to compete in China, settled in the new district or old business is make it into the election paved the tangle.
Choose to shop the loss
In Beijing, China World Shopping Mall West Annex, the reporter noted that the west side of the podium part of the facade are in floor decoration, including one to three layers of the internal open up the luxury stores common bay pattern. This is Louis Vuitton Opening in Beijing flagship store in Asia.
“Clearly, the Louis Vuitton around a large circle, back to square one.” Who had operated the Beijing high-end commercial projects Merchants industry insiders told reporters, Louis Vuitton win such a volume in the China World Shopping Mall property opens flagship store, experienced its Da Wang Road shopping district to find shops in the past couple of years ago about the outcome, it hopes to regain the eastern part of the influence of hegemony by virtue of the new stores of International Trade.
The sources, located along Chang’an Street East, the hope Qiaodongbeijiao Shin Kong, as early as the beginning of the official opening in 2006, wanted the best place to shop adjacent to the Chang’an Avenue to the introduction of Louis Vuitton, and out of a number of favorable conditions .
“By design, the Shin Kong can be introduced into the Louis Vuitton, to set aside more than 1000 square meters, street display surface of the best stores, and out renovation subsidies of up to 8 digits.” The source said, although with Taiwan’s Shin Kong Mitsukoshi Department Store and the Beijing Hualian Group to jointly invest in the background, as well as Beijing’s largest monomer upscale department store’s location, but Louis Vuitton had just started Da Wang Road district does not have enough pre-judgment, and even fear to open this store distance in the China World Shopping Mall stores too close, resulting in not enough spending power support.
A few years ago, Louis Vuitton, with its influence in Asia and early entry into China’s advantage in Beijing old and new high-end commercial projects, Louis Vuitton is a hot brand. 2006, in addition to the Shin Kong, including Lufthansa Friendship Shopping Center, Dorset, shopping malls and other old mall have their extended an olive branch.
“At that time, Da Wang Road area surrounding the dilapidated plant large areas of gray, not to mention high-end commercial synergies. Built Beijing the largest single high-end department store, does have a certain degree of risk from the absolute position said, the region is not absolutely central business district. more mature and established high-end mall Lufthansa Friendship Shopping is definitely more attractive Louis Vuitton. “The sources, but ultimately unable to provide 1000 square Lufthansa Friendship Shopping Mall meters above the operating area, the Yansha the store opening program is also followed aground.
Is the Louis Vuitton trade-off occasion, looking for Beijing flagship store has been a long time Gucci Lightning signed the Shin Kong shops. Settled along with the Gucci, Prada, Chanel, have also set up at the Shin Kong flagship store, dozens of first entry into China’s international brand name come again and again to.
The year after the opening of the Shin Kong Place the Huamao shopping center less than one hundred meters also operated high-end department stores, plus a flash in the pan after the United States and the United States department stores, Da Wang Road shopping district is gradually targeted the luxury of a huge volume providers circle.
It is worth noting that the rise of high-end commercial Da Wang Road, had a greater impact on Veteran International Trade district.
“Beijing CBD pictures to come out and is easy to see the view from the big city traffic routes, Da Wang Road shopping district to absorb and block many high-end consumer groups to the World Trade region.” The person said, with the corresponding Gucci, the flagship store in Shin Kong has almost become its most profitable stores in China and Asia.
Battle of the old and new business district
CB Richard Ellis in the first quarter of 2012 high-quality property market report by the Beijing market high-end commercial brand expansion driven by demand, the more quality retail project steadily improve the level of rent, rent and the second floor of the first quarter of the overall market average of the first floor rents rose 1.1 percent and 2.7 percent to 38.7 yuan per square meter per day and 27.8 yuan. Among them, the more mature areas of Wangfujing, the CBD, Xidan Beijing high-quality retail brands enter the preferred region of Beijing.
“Although the rent of the traditional shopping district is already high, the transformation of the old property space is very limited, but for the international brand of retail properties, with a more stable business flow, the old shopping district of the consumer culture guiding force, still more attractive. “said Zhang Peng.
In this case, the location of the luxury brand paradox is formed.
In general, international brands have higher hardware and software conditions, especially the flagship store of a city as well as an area for shops location, siting requirements more demanding. From interior architectural hardware conditions, the business space, the height, aisle width, the display area will have higher requirements. But in mature and old shopping district, many of the mall has been built for many years, even the past two years, new commercial projects, mostly in the hardware conditions are difficult to meet.
“In the end is a large amount of money to transform the old property, or venture into new business district, to face such a choice for the expansion of luxury brands.” CB Richard Ellis Commercial Director Wang Peizheng said.
Wang Peizheng match the high-end commercial and domestic, high-end brands will increasingly favor the core of the city sub-center shopping district. Luxury brands on the overall level of commercial properties, industry form, ecological district location requirements will not change, the core of the city’s traditional shopping district in the external traffic routes, parking spaces in total, the internal design has been difficult to meet these hardware requirements . Emerging business district, although I have to face the embarrassment of the business climate, but with the acceleration of urban development, their spending power will continue to work miracles.










