Hermes landed in Henan, and the goods were almost sold out on the first day of opening. Hermes Henan's first store is located in Jinshui District, Zhengzhou, which is the core city with the largest economy, the strongest fashion consumption capacity and the most developed modern commerce and trade industry. Hermes landed in Henan, and the goods were almost sold out on the first day of opening.
Hermes landed in Henan, and the goods were almost sold out on the first day of opening. 1 Recently, another high-end luxury brand settled in Henan, and Hermes Zhengzhou Dennis David City Store officially opened. This is the first store of Hermes in Henan, the 26th store in the Mainland and the 3rd store in Central China.
Image source: Hermes official Weibo
Hermes' first store in Henan was designed by RDAI, a Paris architecture firm, which mainly sells clothing, leather goods, watches and jewelry.
Due to the variety of goods opened in the new store, there was a long queue outside Hermè s store on the opening day, and some consumers even waited outside the store for up to 4 hours. At 6 o'clock in the afternoon, only the goods were displayed on the shelves in the baggage area, and the daily necessities such as photo frames, paper towns and ashtrays were almost sold out. It can be seen that in the post-epidemic era, consumers in China are still enthusiastic about luxury goods.
The prosperity of "first store economy" is not only an intuitive indicator to judge a city's commercial popularity, but also a new engine to tap consumption potential and stimulate market vitality. The introduction of Hermes this time can be regarded as the embodiment of the adjustment and upgrading of Dennis David City in Zhengzhou. Dennis David City is a high-end shopping center with the widest coverage of local brands in Zhengzhou. Previously, brands such as Louis Vuitton and Gucci have settled in.
Image source: Hermes official Weibo
The first store of a high-end brand in Henan entered Zhengzhou. Besides paying attention to a good business environment, its consumption potential is also essential. In recent years, the construction of Zhengzhou metropolitan area has been continuously strengthened, and multiple national strategies have been superimposed and empowered, forming a unique hub system, opening system, manufacturing system and business system, which has a good foundation and favorable conditions for building an international consumption center city.
Not long ago, Zhengzhou officially announced the "Implementation Plan for Zhengzhou to Establish an International Consumption Center City" (hereinafter referred to as the "Plan"), which clearly stated that by 2025, a series of globally competitive city business cards such as culture, tourism, exhibitions, education, sports and medical care will be formed to build an international consumption center city with Zhengzhou characteristics.
From the first stores of IKEA, Xicha, Boxma Xiansheng, Hermes and other brands in Henan, to the establishment of the first duty-free shop in downtown Henan, and then to the first store in 7-ELEVEN Henan, it set a new global single-store sales record on the first day of opening ... Strong consumption power is making Zhengzhou a "land of gold diggers" for international and domestic brands.
Hermes landed in Henan for two 30 days. On the first day of opening, the goods were almost sold out. The first store of high-end brand Hermes in Henan and the third store in Central China opened in Dennis David City, Zhengzhou. With the gathering of many international first-line commercial brands in the first store in Henan Province, Zhengzhou has accelerated to become an international consumption center city.
Hermes Henan's first store is located in Jinshui District, Zhengzhou, which is the core city with the largest economy, the strongest fashion consumption capacity and the most developed modern commerce and trade industry. There are more than 270,000 market entities in the whole region, accounting for 1/30 of the total market entities in Henan Province. * * * 45 large supermarkets and commercial complexes with an area of over 3,000 square meters, accounting for 25% of the city; In 20021year, the total retail sales of social consumer goods reached1033.3 billion yuan, making it the only county in the province to achieve a total of over 100 billion yuan.
"The business circle in Jinshui District is economically developed. The North Erqi Business Circle and Garden Road Business Circle centered on Dennis David City and Zheng Hongcheng have many international first-line commercial brands. There are national-level characteristic commercial blocks 1 piece, provincial-level 1 piece and municipal-level 7. "
According to the relevant person in charge of the district, in recent years, Jinshui District has created a "golden" business environment with the highest efficiency, the most preferential policies and the best service, attracting the first entry of various domestic and foreign fashion brands and the landing of flagship stores, and making efforts to build the first brand, the first store, the first launch and the first show.
Jinshui District is only a "window" for Zhengzhou to build an international consumption center city. This year, Zhengzhou clearly proposed to build an international consumption center city, implement nine key projects, strive to create an international business environment, and encourage internationally renowned commercial enterprises to set up the first stores, flagship stores and experience stores of global, national and regional brands, thus forming the agglomeration effect of high-end brands at home and abroad, and constantly improving the placement of high-end brands first.
The first store of a high-end brand in Henan entered Zhengzhou. Besides paying attention to a good business environment, its consumption potential is also essential. It is understood that in recent years, the construction of Zhengzhou metropolitan area has been continuously strengthened, and multiple national strategies have been superimposed and empowered, forming a unique hub system, open system, manufacturing system and business system, which has a good foundation and favorable conditions for building an international consumption center city.
At the same time, Zhengzhou, as a national central city and the core city of the Central Plains urban agglomeration, has a population of over 10 million and huge consumption potential. Last year, Zhengzhou consumer goods market maintained a steady development trend, with a year-on-year growth of 6.2%, reaching a total of 538.9 billion yuan.
Hermes landed in Henan, and the goods were almost sold out on the first day of opening. Three years later, China consumers' enthusiasm for luxury goods did not decline in the epidemic era.
On March 30th, the French luxury brand Hermes Zhengzhou new store officially opened its doors to welcome guests. The store is located in Dennis David City, a high-end shopping center in Zhengzhou, and the renovation began in August 20021year. It is the first boutique of Hermes in Henan and the third store of the brand in Central China.
This new store, designed by RDAI, a Paris architecture firm, sells 16 kinds of products such as garments, leather goods, watches and jewelry. Many local users posted on social media such as Little Red Book to record the lively scenes on the opening day. There was a long queue outside the store, and some customers waited outside for four hours.
To celebrate its opening, Hermes in the city of David, Dennis, launched many rare bags and jewels. According to xiaoxiang morning herald, the store sells all kinds of jewelry with a price tag of more than 2 million, which the clerk said was "only seen during the national exhibition tour".
Dahe Finance Cube, a financial media of Henan Daily Newspaper Group, reported that Hermes dispatched 18 salespeople on the first day of its opening, which still could not meet the reception demand. By 6 pm, the products in the baggage area are close to being out of stock, leaving only the goods on display; Photo frames, paperweights, ashtrays and other daily necessities are almost sold out.
The introduction of Hermes is considered to be part of the adjustment and upgrading of Dennis David City in Zhengzhou. Dennis David City is a high-end shopping center with the widest coverage of local brands in Zhengzhou. Previously, brands such as Louis Vuitton and Gucci have settled in. The shopping center said that the goal of this round of adjustment is to further improve the positioning, hoping to introduce Chanel and Dior all-category boutiques in the future.
Dennis David City in Zhengzhou is the epitome of the high-end shopping center in the sinking market.
This kind of high-end shopping center is usually located in the core business district of the old city in the provincial capital city, siphoning off the new middle-class and wealthy groups in the surrounding counties and cities. These shopping center operators monopolized the local luxury retail market and still recorded extremely high commercial sales.
However, when cross-regional real estate developers began to sink and expand the market, these local real estate developers also had to face new challenges. In the past, the competition between high-end shopping centers in a city or a province was mostly between two local real estate developers, who had more local resources.
This also explains why local high-end shopping centers such as Dennis David City in Zhengzhou, Wuhan International Plaza and Hangzhou Tower have been adjusted and upgraded in recent years.
Real estate developers follow the adjustment cycle and consolidate their influence in the local market by introducing new brands. In view of the sinking market potential, luxury brands also intend to use these local high-end shopping centers for layout expansion.
Overweight and sinking the market has become the knowledge of luxury brands at present.
Consumption abroad's return promoted the outbreak of luxury consumption in China in the post-epidemic era. When the luxury goods market in first-tier cities is fiercely competitive and high-quality shops are increasingly difficult to find, the sinking market has become a new growth point.
Obviously, in the past two years, more and more luxury brands have held sales activities such as pop-up shop in non-first-tier cities such as Chongqing and Nanjing. Take Louis Vuitton as an example, it reopened boutiques in Taiyuan, Nanning and other cities, and opened a high-standard flagship store of Louis Vuitton House in Chengdu.
However, it is worth mentioning that the current outbreak of luxury consumption in China is largely the result of overseas travel restrictions. How to maintain a high growth rate after the resumption of international tourism will be a problem that all luxury brands must face.
Interface fashion has been reported many times that luxury brands not only sell process design, but also sell ideas and values, which is the key to truly consolidate consumer loyalty.
Service is still the way to consolidate consumer loyalty, and the unique supply system also means that consumers can usually buy popular styles faster if they are familiar with sales staff.
However, in the face of the price difference between domestic and foreign markets, it is still questionable whether such an approach can make consumers choose to spend in China as always, especially in the sinking market, which is more sensitive to prices.
Luxury brands choose to open stores in the sinking market, which means recognizing local consumption power. When luxury brands are willing to hold large-scale local marketing activities, it shows that they want to further interact with local luxury consumers and exchange ideas with them.
This is why only a few non-first-tier cities such as Chengdu, Nanjing and Hangzhou will become the choice for luxury brands to hold large-scale events. In other cities where the market is sinking, brands obviously need to spend more time getting used to local consumers. After all, the expansion of luxury brands into the sinking market only started in recent years.