Hangzhou Century Lianhua Luxury Integration Store Plans To Empty

In May last year, the international brand integrated store, which specializes in luxury goods, entered Hangzhou Century Lianhua peace store.

At that time, the creation of luxury goods into supermarkets was a sensation in the city.

Unexpectedly, over a year later, the cross-border marriage of supermarkets and luxury goods has ushered in the outcome of "character incompatibility".

Arriving at the first floor of Lianhua peaceful shopping city in the century, we found that the eastern city of Europe has been deserted.

The original two entrance gates of Ou Kai City were closed, and huge posters were posted on the door, which read the words "please look forward to" in the decoration adjustment.

Through the glass window on both sides of the door, reporters found that the city's nearly 1000 square meters of field lights were empty, all the goods had emptied, leaving empty containers set up, but only a few big brands close to the door of the Logo remained, as if it were a big gathering place.

One of the entrance to the city is close.

Lianhua peace store's service desk.

A staff member at the service desk told reporters that the city had closed for almost a month.

She was not clear about the reason for closing the shop. She only remembered the sudden closing of the store. The people in the mall quickly packed their bags and shipped the goods away.

It seems that the closing door did not give consumers a sudden feeling.

She told reporters on the road of Zhaohui Road, in April this year, she and her husband went to Europe to join the city.

"At that time, some friends brought a windbreaker from Burberry abroad, and thought about the price comparison here.

When we entered the store, we found that it was very cold. There were two of us in the audience. At that time, many counters did not even have attendants.

At that time, I was joking with my husband about whether the store was going to close down.

When Kai Kai City opened in May, the reporter went to the interview.

It was recalled that at that time, many luxury brands such as Gucci, Prada, burberry and so on were imported from Europe, and some advanced custom goods such as suits, shirts and leather shoes from Italy.

Yesterday, reporters contacted two businesses, and they kept silent about the issue of dismantling.

Hangzhou Yong Pei Trading Co., Ltd. was once a co operative company in the city of Europe. At that time, the company issued 8 cards to its correspondent, including Gucci, Prada and Burberry.

Yesterday, a person in charge of the company told reporters that Europe's business has not been done for nearly two months.

When asked about the reasons for the withdrawal, the other side had a bit of embarrassment: "are there any luxuries to be bought at the moment?"

The company said that the company not only stopped its business in Europe, but also did not do any other luxury trade elsewhere.

Shanghai also sees the concubine Trade Co., Ltd. is also one of the partners of Europe's Kai Cheng, and the shirt and suits from Italy's advanced customization are from this company.

Still remember that day, a crocodile skin displayed on this counter attracted the eyes of Hangzhou citizens.

Yesterday, the reporter called the public relations department of the company. A woman surnamed Chen said she was also there on the day of her opening.

However, she said she did not know that the company's counters in the city of Europe had been withdrawn from the cabinet and would verify the situation, but it took two or three days, and the other questions raised by reporters could not be answered.

Why is it closed? Will Hangzhou open a store in the future? If it doesn't open, how can consumers deal with the luxury after sale service in the store? In order to clarify these problems, yesterday, the reporter turned to Hangzhou Ding Zhi Trading Co., Ltd.

Cheng Kai, the head of the company, explains that the city is making an internal adjustment.

The specific adjustment will have to wait for the decision of the company's top level. It is expected that there will be a result in the middle of September.

The relevant person in charge of Lianhua peace store in the century expressed unknowingly about the adjustment of Europe's Kai Cheng, and told reporters that he was still making plans.

However, when the reporter opened the service phone of Century Lianhua peace store as a consumer, the other side clearly told the company that "Kai Kai" was not open.

It is understood that the city is authorized by Mario Bruschi S.P.A, a well-known department store in Italy.

Previously, the company only had cooperation in department stores and five star hotels in 4 domestic cities.

In Hangzhou, the "peaceful" shopping mall is the first time that Europe has entered Zhejiang, and is also the first time to cooperate with the supermarket.

Ms. Cheng said frankly, the products of the main products of Okai city are all luxury goods. When they first entered Hangzhou, they still had some problems in site selection.

"Supermarkets belong to civilian consumption places, where high-end consumers are limited."

MS Cheng said that the adjustment was due to the failure of sales.

For journalists concerned about luxury after-sales service, the other side said that customers in Europe city, if the product quality problems, through Century Lianhua to find the company responsible for the city of Europe, the company will guarantee after-sales service to customers.

At first, the city introduced the luxury into the supermarket.

Unexpectedly, over a year later, the cross-border marriage of supermarkets and luxury goods finally came to an end quietly.

The reporter interviewed earlier learned that the old club of Italy was not willing to enter the supermarket format at the beginning.

Later, after in-depth understanding, the two sides reached a cooperation intention.

Europe wants to take advantage of the sales channels of supermarkets to seize the middle class of the Century Lianhua customer group.

At the same time, Ou Kai Cheng also looked at the distribution of medieval Lianhua Supermarket card.

Even the name of Ou Kai City is derived from the homonym of the name of the Century Lianhua Supermarket card (formerly called OK card).

On the first day of its opening, the city also saw the charm of Century Lianhua Supermarket card: it opened for two hours, and 4 of the 6 single businesses that were traded were supermarket cards.

However, "ideal is very plentiful, and reality is very cruel."

A person in the industry told reporters that the whole luxury market is going downhill now, and the decline in profit is a common problem in the luxury industry.

In addition, supermarket cards and other shopping cards are also affected by anti-corruption, and the number of card sales is down. The two factors are unfavorable to Europe.

In the interview, the city also acknowledged the reasons for this.

"Now the consumption environment is not good, Yintai and Hangzhou department stores are making adjustments. It is normal for Europe to make adjustments."

Chen Xiaoying, manager of Lianhua peace store, said.