Denis, General Manager Of David City, Jiang Yingtao, On Luxury Marketing

As a shopping center that collects the most luxury goods in Henan, Jiang Yingtao, general manager of Denis David City, Zhengzhou, has repeatedly stressed that the accumulation of luxury goods does not mean the "high cold" of David town.

With the increasingly convenient exit, the difference between domestic and international luxury goods is obvious, overseas purchasing is becoming popular, and overseas electricity providers are competing to enter the mainland market.

But compared to the risks and irregularities of overseas purchasing, and the inherent shortcomings of luxury online shopping in consumer services, luxury stores still have the advantage.

Jiang Yingtao believes that there is such a space, so we can see many opportunities.

"After the opening of David City, the best performance is precisely those exquisite formats. For example, GUCCI's performance has always been relatively high in the national stores, and Zegna's performance exceeds many old stores to achieve the expected value of the company."

Take the luxury goods in David city as an example, the gap between the overseas market and the overseas market is narrowing. Meanwhile, luxury brands are consistent with overseas sales promotion, and there are two large-scale promotions every year, especially Christmas, many even 5 to 30 percent off.

"Luxury goods all over the world are looking for a new way of life, which is a change in the new consumption environment."

Jiang Yingtao said.

The brand of other floors in David town is also quite popular, and the price is far from high.

In addition to GUCCI, Bvlgari and other brands, there are many young brands that are popular and fast selling.

"As a about 200000 square meter shopping center, we can achieve quick sales and quality coexistence."

Jiang Yingtao said.

The opening of David town is only seven months, and the average daily traffic can reach 30 thousand passengers.

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The general merchandise area is about 70 thousand square meters, and there is no compression of department stores, and the proportion of food and entertainment is deliberately promoted to drive popularity.

Jiang Yingtao emphasized.

"The understanding of experience should not be rigidly adhered to."

Jiang Yingtao believes that the commodity itself is the biggest experience, from this perspective, the "experience" should have an open perspective.

"Now there are more young people coming into stores, and more and more new members. I believe that with more brand opening, there will be a bigger increase in passenger flow."

David city has more than 1000 brands, and more than 30% have entered Henan for the first time.

Apart from familiar luxury goods and popular theme restaurants, brand collection shops are also a highlight.

"Online shopping has little impact on Denis, but it has changed from pure shopping in the past to eating and drinking together.

However, for the real business, it is still necessary to learn the advantages of the electricity supplier.

Jiang Yingtao thinks.

The biggest advantage of electricity providers is the convenience of retrieval, for example, the recommendation of related commodities.

Physical business is a weakness in recommending goods.

From this point of view, physical businesses need to make customers more convenient in order and arrangement of commodities, and increase the relevance of related commodities in layout.

The combination of David city's format is more particular about this mix and match mode. It breaks the same industry concentration in many formats and pays attention to cross-border matching.

"All the changes in real business are now based on goods, shaping sensory experience and thinking identity, catching the attention of consumers, creating memories for them and finding new values and space for the product."

Jiang Yingtao said.

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On the other hand, it is necessary to improve the convenience of consumers and provide value-added services for consumers.

As a shopping mall in Henan's first line of cosmetics, David city has opened several VIP small classes in the past few months, giving consumers skin care knowledge, presenting new products and reducing the psychological threshold for customers to try new products.

Different from the general brand store, these stores are mainly buyers and designer stores. They prefer new fashions and advanced products. They aim mainly at young fashions, and the prices are moderate, which is in line with the economic affordability of the cutting-edge consumers.

Take FOSS as an example. This is a sports collection store.

All the explosions, there are a lot of fashionable shoulder bags, and some of them are not seen frequently.

And the brand of D2C, a hot brand due to "goddess new clothes", is also stationed in the city of David.

Part of the store's clothing is designer's work, and the other part is bought by full-time buyers around the world.

As an e-commerce brand, D2C opened its first store in Henan, and even Bea Hayden's Black Swan series can be seen in this store.

In addition to the collection store, there are intelligent business experiences like Da Bao en intelligent life hall.

"As a new face of Henan's local shopping centers, these are ordinary brand stores and electricity providers can not match, effectively improving the brand structure of the fullness."

Jiang Yingtao said: "in the future, the concept of experiential format will gradually weaken, but the experiential function of experiential format will be more diversified and more detailed."