Louis Weedon's Entry Is The Starting Point For The Prosperity Of Hangzhou's Luxury Market.

Louis Weedon's exterior wall of the Hangzhou Tower is white, wrapped up on one side of the building, echoing with the Chanel next door. Many people will think of the way they entered Hangzhou in 2004. A huge bag had been there for a long time with the decoration process. Today, the reopened Louis Weedon Hangzhou Tower store has changed completely. The shop has expanded from the original level to the three level, of which the one or two floor is the sales area, the third level is the after-sales service area, and the sales area is 486 square meters. This is commendable in the 1 of Wulin Square, an inch of land.

It can be said that Louis Weedon's entry is the starting point for the prosperity of the luxury market in Hangzhou. In the ten years to come, the market is indeed bustling, and all the major brands are flocking in. The emergence of all kinds of luxury goods places Hangzhou's second tier city with "one line of strength". More importantly, after ten years of baptism, what kind of self have we seen?

From "proud of you" to "comfort first"

"At the beginning, they rushed to the brand. I remember when I bought the first LV bag, I went out and had an idea. Today I have to buy one for the brand. Xiao Bai, a part-time worker in the IT industry, now wants to laugh at the story of his first consumption of luxury goods.

Her family has 2 LV Monogram packages and a GUCCI entry, and Chanel's 2.55. Now she is not a new customer of luxury goods, and it is no longer an introductory account. "I have 10 thousand yuan budget. I want to buy a bag, LV's Epi or GUCCI's bamboo bag? Or can I find Alexander king and 3.1phillip Lim directly?" Designer Brand? I look at one or two of them. I plan to try my hand at home.

A few years ago, we often heard such a passage: a guest ran into a shop, the first question was "where is the most expensive", or "pointing the way": "except this, this, this, I have all the rest of this row." The "upsurge of pride" and "multi win" nouveau riche style have gradually lost the market today. Under the many choices, the customer's feeling gradually comes first. Like a more than 50 year old man's Tucao: "once a big salesman said to me," when I was standing on my pants, it looked very special. "I was depressed." I am not a doorman. What I need more is sitting comfortably. "

At first, consumers preferred more Logo, and now they really care about the value of the product itself. "I admit that 70% of my past consumption is vanity, and 30% is comfort. Now forty is out, and the two figures are in a position. Be engaged in clothing Mr. Song of the industry is very fussy about quality. "For example, cotton fabrics, 180 and 120 are different. I will compare the air permeability of shirts, such as a drop of water. clothes Let's see how long it can be absorbed, the faster it absorbs, the higher the permeability. Any big name can't escape my eyes on fabric. My Zegna trousers have been worn for 10 years and are still very new. One is good quality, the other two is I know how to maintain it. I choose clothes as the standard.

　 From "difficult to persuade" to "difficult to retain"

Although Louis Weedon entered China in 1992, he arrived in Hangzhou in 2004. "When LV first entered Hangzhou, unlike today, young people can buy one or two months' income, which is only a small number of people's consumption. It took a long time to introduce products to guests, and often had to talk for 1 hours, starting with brand stories. After all, five thousand or six thousand yuan is not a small sum. They have to think about it for a long time. Obviously, if he's going to buy an entry Monogram bag, it's hard for him to convince him to try other series; if he only wants to spend 6000 yuan, it will be difficult for him to pay more than one yuan. " Lisa, an employee who worked in LV store early, has a deep memory of the situation. "Now the guests are relatively easy to be persuaded to buy high priced packages, which are four thousand or five thousand higher than the budget."

There is a long story about buying luxury goods: at the beginning, a boss took a bag of cash, bought a few LV bags and went to the GUCCI store next door to continue shopping. "Cash shoppers, who I often met when I first joined the bank, were less after 2010. "This year, Sky, 29, has been in the market for 8 years. He has worked in several major brands." in the past, the buyers in our eyes were strong people. Now they are knowledgeable people. shoes The child came out of the warehouse, and if they did not wipe the ashes from the box, they would give their opinions.

"With the hard attendance, the loyalty of the guests is not as good as before. I called back to an old customer who had not consumed for 3 months. The reply was "I have not bought your home bag." She went to other brands. " A brand salesperson is very helpless, "but I can fully understand, because I am the same mentality, not only stare at a buy, and people go high."

　 From shopping malls to hotels

On the first floor of New Century Hangzhou Grand Hotel, Italy menswear brand CLEAR LUCERNE opens a 135 square meter shop. It is said that five-star hotel is the site selection standard.

As early as 10 years ago, shopping malls were almost the only foothold of luxury goods in Hangzhou. LV is like the key that opens up luxury into Hangzhou's trend, and Celine, Burberry and other fish in. Thus, following the Hangzhou Tower, a beautiful lake lakeside street and famous street became a new place of luxury for DG and Hermes. 6 years later, the Mixc, with its first SHOPPING MALL gesture, pushed Hangzhou's luxury market into the Three Kingdoms era. After the wheel of a horse racing enclosure, many big brands have two or three stores in Hangzhou, including boutiques, flagship stores and "family" stores.

Perhaps it is that life is not strong enough, and big players are beginning to explore the boundaries of formats. Over the years, high star hotels like bamboo shoots have made big guns shine. Like the Huanglong world trade circle, the high-end business activities and crowds have been for a long time, but high-end commercial consumption places are really blank. The expansion hotel also needs some high grade "auxiliary battalion", both of which are readily available, and the fourth kinds of luxury goods gather together. In addition to Kaiyuan city, Huanglong Hotel has made 2500 square meters of boutique shopping mall, and Long Yun clocks and glasses masters have been set up as luxury brand collection shops. Bao Po, Wanguo, Bvlgari and Jacques Pedro have been stationed. You can run through the lobby boutique, try wearing sunglasses, watch your watch, or just have a cup of coffee, and chat with sales about fashion. Consumers who are enthusiastic about shopping can find the perfect balance between work and life.

Luxury hotels can also create a better atmosphere. For example, guests can sit down, drink coffee or juice, chat while buying; jewellery area has 360 mirrors around the VIP room, a look is the female designer's handwriting; even if it needs 25 days to wait for the Rocky custom tailored suit, no matter where you are, the staff can deliver door-to-door.

Hotel industry stakeholders told reporters, in fact, in foreign tourist cities, hotels and luxury goods combined many, but as long as the geographical location is suitable (there is no shopping center), the hotel internal space is abundant, this is definitely a 1+1 greater than 2 move.

Louis Weedon's entry is the starting point for the prosperity of Hangzhou's luxury market. Up to ten years, the market has been prosperous, and all the major brands have flocked in. The emergence of all kinds of luxury goods places Hangzhou's second tier city with "one line of strength". More importantly, what kind of self have we seen in the ten years of baptism?