Chen Min, Chief Executive Of Hangzhou Li Xing, Talks About Business.

Taking over over nine years of fame and fortune in West Lake, Chen Min has done a lot of incredible things. For example, after taking over the mall, he gradually pulled out the familiar brands such as BELLE, ESPRIT, Zhou Dafu and others, and introduced fast fashion brands such as Zara, Muji, UNIQLO, servelan and H&M. For example, in the "golden section" of the first floor hall of the shopping mall, they moved away jewelry, gold and other special counters, but instead sold unattractive desserts, coffee and snacks.

At that time, many people questioned Chen Min's decision to "take over the famous brand". Even her husband expressed his confusion in the identity of a senior member of the department store industry. The reason was that the famous stars in 2006 were really not valued by outsiders although close to West Lake, there was not much traffic, but the construction of the lakeside business circle was not yet mature, and the subway line 1 also had no trace. Its existence was like an isolated island.

However, Chen Min insisted on her choice. In her own words, "I believe in my own eyes, and I am the kind of personality that I say I can do."

Today, the star of fame is in Hangzhou.

"Unique", it seems to announce to everyone, Chen Min's choice and subsequent drastic is not "young and frivolous"; and "Li Xing two shop" - Li Xing 1157's planning and construction, in this young master's view, it will also be a hit when the star hits the bottleneck.

Whether you dress or talk, you can easily feel the confidence of Chen Min, so that you can talk about the "fast fashion" positioning of the famous stars. Her answer is very firm: I think I am a very fashionable person, so I think most of my favorite young people will like it.

Chen Min loves fast fashion brands. When she goes to Japan and the United States, she always brings back a large box of clothes to wear for several months.

"It's not expensive, it's not affordable to buy more, and many brands are the top five hundred in the world. They are the same designers as the first-rate luxury brands.

These reasons, coupled with full market research, have made the scene of "changing faces" gradually since 2006. From traditional department stores to "fast fashion", we introduced Zara, Muji, UNIQLO, H&M and other brands.

Nowadays, almost all the more than 200 brands of shopping malls are fast fashion brands of all kinds.

This is a great change made after Chen Min took over the famous brand.

Although many people questioned at that time.

Controversy is inevitable.

Because the star of that time was really "cold and hot" and "a long way to go".

Lakeside business circle is not yet mature, Li Xing is a bit like "isolated island".

"But this does not mean that it can not develop, but it is not yet different from other shopping malls. The first thing is to relocate."

Then there was change.

Now, the advantage of "fast fashion" positioning is more and more obvious.

These brands are strong, people, and brand is advertising, at the same time, the new product update speed, global synchronization of goods, logistics quickly, can effectively avoid the impact of e-commerce on the entity shopping mall.

When asked, "whether to avoid the impact of e-commerce is expected", Chen Min smiled: "at that time, there is actually this layer of consideration, fortunately, as expected.

Most of the time, I believe in my own eyes, or I can do everything. I have no time to doubt myself. "

A lot of people found it.

There are several characteristics of famous products, which are different from other shopping malls: they are not divided into men's wear areas, women's wear areas, shoes areas, etc., more like an integrated store. Unlike other shopping malls, they display gold, jewellery, luxury goods and other counters on the first floor of the middle hall, which is a coffee dessert shop that most people can afford to afford, such as Costa and Gong tea.

"I wanted to be a woman's afternoon tea."

Chen Min's idea seems to be somewhat "capricious", but it is not unreasonable. "Although the first floor is a prime location, it is also very important to get close to the actual demand. If you can go shopping in your own home, it's not very good!"

"The best is for you."

stay

In the eyes, Li Xing is his home, "I want to make it perfect mood, and a person wants to decorate the home is warm and comfortable mood is the same.

This is why the pattern can be duplicated, but the thinking of the helmsman can not be duplicated. The fundamental reason is that the emotions are different.

Whether it is Starbucks, Haagen Dazs store or Watsons, many of the famous stores are among the best among the brand shops.

This is Chen Min's pride.

Even if the development is successful, the famous brands still encounter unprecedented bottlenecks, which was expected by Chen Min.

It is not difficult to understand that there is no spare space for more than 30 thousand square meters of construction area, and even there is no parking lot.

How to do it? Obviously, expansion is not possible in crowded Hubin business district.

In the end, Chen Min decided to build a two star shop, "Li Xing 1157", which is located in the south of Hangzhou City, with an area of 100 thousand square meters.

At present, the shopping mall and complex of Hangzhou are already saturated. Chen Min's decision is somewhat bold in some people's view of "going against the market". In the face of controversy, the female head seems quite calm.