International first-line brands are optimistic about the potential of Nanjing luxury goods market

After 10 months of prolonged trial period, Deji Plaza in Xinjiekou has attracted more than 20 international first-line brands. Yesterday, the only “shopping mall” (SHOP?PINGMALL) in the Nanjing city center officially announced the opening of the business. The top management of dozens of first-line brands was congratulated. This symbolized the consumption power of Nanjing's fashion brands after a six-month inspection period. The affirmation.

What is the commercial energy in the northeast corner of Xinjiekou?

“Take the train and get there for 10 minutes. It's very convenient. When I entered the mall, I thought I was still in Hong Kong. The shopping mall design here is too similar to Hong Kong.” Hong Kong Junsi Group (Agent VERSACE, BCBG and other brands Zhang Lining, China's regional operations manager, once said that he was satisfied. She did not know that this place in the northeast corner of Xinjiekou had been “not optimistic” by countless people.

As a key commercial project of Nanjing Investment, after the successful trial operation of Phase 1 of Deji Plaza, which advocates “excellent life”, it has formed the corners of Xinbai, Dongfang and Jinling Department Stores, releasing the fashionable shopping ability in the northeast corner of Xinjiekou. However, this "release" is only the beginning. According to Mr. Wenwen Wen, the general manager of Deji Plaza, the first phase of the project currently in use at Deji Plaza has a business area of ​​65,000 square meters. The second-phase project will be completed by the end of 2008. A flyover will allow the two projects to be “seamlessly connected”. By then, the total commercial area of ​​Deji Plaza will reach 150,000 square meters, which will become the largest “marketing product” in the urban center of the country. In the past, businesses in north Xinjiekou often complained about the “difficulty of the market becoming unconcentrated” and “a small number of high-end shopping malls will not be able to clap their hands”.

A generous 150,000 yuan for clothes

ESCADA, VERSACE, MAXMARA, ETRO, BCBG... Points The international big names of Deji Plaza are many for the first time in Nanjing. When the reporter interviewed the agents of these brands yesterday, they invariably expressed their confidence in the consumer potential of Nanjing. Before entering Nanjing, they did a lot of market research: Nanjing's customers like to go to Hong Kong, Shanghai and other cities for shopping. If they open the store to the door of Nanjing consumers, I believe that this part of the customer's spending will be higher. Secondly, an agent also revealed that before entering Nanjing, they were very worried that Nanjing consumers did not have enough brand awareness. They found that in some small shops in Nanjing, there were many imitations that printed their company's LOGO. Although this situation is embarrassing, it at least shows that there is no need to worry about Nanjing's brand awareness.

ESCADA is one of the luxury brands of Dejiri. To become the VIP of the brand, the threshold is to purchase 30,000 yuan for a single purchase. The spending power of rich people in Nanjing can be seen in this store. The counter lady told reporters that in just a few months after opening, they had accumulated 150 VIP customers, of which 100 were regular customers. So far, they have encountered the most generous client and bought a fall/winter unit with a unit price of 150,000 yuan. This summer's guest unit price record was created by a middle-aged woman. She readily bought a 26,000 yuan. Yuan's skirt.

International brands will speed up

"Sex and the City" has such a line: "The day when I had Birkin (Hermes's Birkin bag) was the moment I really came out." There is also a legend in the luxury circle that explains: Now White-collar workers are those who are paid by white-collar workers. They work hard and labor, and the gains from hard work are only used to replace one identity symbol.

Nanjing is not a first-tier consumer city, but Nanjing white-collar workers have the same strong fashion spending power, which has greatly stimulated the desire of commercial investors to build top-level shopping malls in Nanjing. This reporter learned that in addition to the second phase of Deji Plaza, the second phase project of Golden Eagle Xinjiekou has also been finalized, and the international high-end department store giant Hong Kong Hang Lung will soon become the new owner of Xinhua News. More often than not, the number of luxury proponents in Nanjing will “fly” less and less, and brand agents have expressed great welcome. They said that many high-end shopping malls already in Nanjing are already full and can’t take up enough space to give them “shop-in-shops”. In the past, in order to maintain their image, they had no choice but to give up the Nanjing market. Now that external conditions have kept pace, the speed of opening stores will inevitably increase. accelerate.