Beijing: Messi Discount Stores Begin To Be Cautious About External Business

A few days ago, it was located at three li MALL, Wynn international Tun, Beijing.

This is the first offline store licensed by foreign department store in Beijing, Messi.

Whether Messi can adapt to the Chinese market and whether he can get the recognition of the consumers, let us wait and see.

From the injection of Jiapin net to the opening of authorized discount stores, it is sad on the American mainland.

Despite the strong interest in the Chinese market, he has not changed his usual caution.

According to the author's understanding, Messi discount shop is located at three li MALL, a floor covering an area of about more than 2000 square meters. The main items include women's clothing, women's bags, women's shoes, men's wear and bedding.

Some of them come directly from foreign brands, while the other belongs to Messi's own brand.

Compared with the market counters, the price of Messi discount stores is more close to the people, usually 84% off or even lower than the price of the mall counters.

A famous brand of crocodile brand

For example, the price of the shopping mall counters is about 900 yuan, while the price of Messi discount shop is only 230 yuan.

According to the relevant person in charge of the store, Messi's first authorized store in Beijing is located at three MALL in the Tuen Mun, and it is presented in the form of discount stores. The reason is that "three miles MALL is targeting the high-end consumer group in line with the Messi discount store, while the shopping crowd near the work body has enough consumption capacity and high consumption level, which may give more recognition to the goods of Messi discount stores."

In fact, Messi's department store has long recognized the great potential of the Chinese market.

From 2012, Jiapin tried to enter the Chinese market through the electricity business curve. By 2014, Messi's department store has been testing the Chinese market through the test of water entity retail channel in Shanghai.

But unfortunately, none of these attempts has escaped the doom of aborting halfway.

Since then, Messi's department store has never seen a big move into China.

In the view of Wang Yongping, Secretary General of the commercial real estate alliance, it can let Messi store avoid many business risks through authorized agency, but it also shows that its confidence in the Chinese market is not enough.

For the future survival of Messi discount stores, the relevant analysis of the North Business Research Institute believes that compared with the foreign department stores such as Marsha and old Buddha, Messi discount stores have missed the golden period of development in China, and the advantage of first out is lost.

At the same time, the first shop opened in Beijing produced discount cards, and to a certain extent, it increased the difficulty of brand building.