Rui General Merchandise Will Become A Luxury Resort For Women.

Rui department store, which will be fully opened in October this year, is the place where these luxury brands are located.

Act as Shanghai How to define the female consumption level and how to attract women to spend money?

　　 Case anatomy: Ruo department store

Address: yuandai Plaza, Changde Road, Nanjing West Road

Traffic: Metro Line 2, line 7 Jingan Temple station.

Floor: 2 floors on the ground and 5 floors on the ground.

Floor area: 7200 square meters

Each floor can be leased: an average of 3600 square meters per floor.

The core concept is to create "modern women's music for women's modern garden".

Has entered the brand: GUCCI, Balenciaga, Moncler, Lanvin, Ralph Lauren, Alexander McQueen, Marni, Stefanel, Lancome, etc.

Format ratio: retail 60%, catering 40%

dialogue

1. Rui mainly regards department stores as female consumers. In your understanding, what kind of consumption needs do you provide for women?

The modern women, who are defined by Ruo, have good educational background at home and abroad. They are top management or self-employed owners of the company. They are followers of fashion and know much about foreign fashion brands. They have frequent social activities and are keen on social activities such as shopping, banquets, parties and so on. They are very picky about shopping environment and shopping experience, and even have higher expectations.

2. how does Rui o department store women's consumption seize the hearts of women?

From our design to the imported brands, we are all tailored for women consumers. Through creative, personalized, visual, fun and customized concierge services, we provide exquisite and exclusive services that only can be enjoyed by Rui o, so that modern women can get cutting-edge fashion information at the zero distance from international fashion.

In the introduction of brand, we carefully explore the trend of the new era of women's needs, introduce many brands that are in the forefront of fashion, so that our consumers can find their own unique personality here. For example, in our boutique area, Alexander McQueen is the first flagship store in Shanghai. Ralph Lauren, with its strong American flavour, is the most complete crocodile bag of its kind, which is custom-made in Ruo and has only set up a luxury VIP dressing room in Ruo. At the same time, Ruo introduced the hottest trend in fashion. Designer Brand Alexander Wang, ACNE, Costume National, Ann Demeulemeester and so on.

Apart from consumption and shopping, we have air gardens and special restaurants in Rui Ou top floor. We can relax here in our spare time.

3. as a unique department store, will the incubation period be extended?

According to the plan, Rui Ou's two floor food court opened in July last year, and the first floor cosmetics, fast fashion consumer goods, shoes The package and other accessories have been opened in July 7th this year. One of the top 60% high-end international boutiques has been opened, three tier designer brands, four layers of advanced underwear and boutique children's clothing, and five floors of fashionable living areas will open in November this year.

Because consumers are already very mature and with the advantages of geographical location, the breeding period of Rui department store will be greatly reduced.

4. Rui Europe department store is known at this stage because the two floor dining area is known as "heaven for food". Can we talk about the operation and investment of catering area?

All along, we hope to provide consumers with constant surprises, and at the same time strive for progress and pursue progress.

We will divide the catering function into three big blocks, hot food area, light food area and thematic dining area. We hope to introduce more popular food and beverage, and provide consumers with more perfect choice, better production and service.

5. the Jingan Temple shopping mall is built up. It has both the Jiu Guang Department store and the two phase shopping mall competition in Kerry Center. How can we achieve differentiated competition?

The three of us have different positioning differences. Jiuling is suitable for mass consumers. The Kerry Center of Jingan has a relatively high proportion of entertainment and catering, and will take the concept of multiple fashion.

We are relatively sophisticated, more personalized shopping mall. We must set what we want and what kind of goods and shopping environment we want to provide to these guests.