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Viewing The Chinese Consumer Market From The Closing Of Bobbi Shop In Shanghai

2011/3/10 11:23:00 137

The day before the "38" women's day, Bobbi's flagship store in Shanghai was closed.

Although there is such a beautiful sentence on the Internet that "Bobbi decided to be a girl for life, so she chose to leave the day before the women's Day", this is probably only the romantic idea of those who love Bobbi dolls. The real situation is Bobbi's public relations saying: "Bobbi Shanghai flag shop has completed the mission of Bobbi brand development in the Chinese market."

What is closer to reality is that the store can not achieve the minimum sales target, and can only close down.

From the closure of Bobbi's flagship store in Shanghai, we have recently contacted the two best sellers of best buy and home depot.

Retailer

Due to the failure to open the market, both stores closed the stores in China. According to yesterday's report, the building materials supermarket, "Mei song Paris", which was invested by the French Saint Gobain group, the largest building material distributor in Europe, has made huge losses because of its difficulties in operation and decided to terminate its business ahead of schedule.

Some people say that those brands that have been successful abroad have failed to accept the acclimatization of China.

That's right and wrong.

Western brands have made a lot of success in China. Apple, Apple, Nike, Nike, LVMH, Estee Lauder, Est, e, Lauder and so on are very popular in China and are very profitable.

So the failure of the three US retailers in China must have their specific reasons.

"Bobbi made a mistake: he paid too little attention to the tastes of local consumers.

Chinese women tend to be fond of charming, girl like pink clothes, not sexy, exposed types.

Such a statement is basically correct, but do not forget that after more than 30 years of reform and opening up, most Chinese do not mind sexy, revealing clothes, and many people like this type of clothing.

And this group is enough to support the market of Bobbi dolls.

Bobbi Shanghai

Flagship store

From the commercial point of view, the opening of the lot is indeed a problem.

As the eastern section of Huaihailu Road, the first class business district in Shanghai, under the impact of the new fashion business, there has never been an upmarket sales maid as the mainstay. Compared to the rise of Nanjing West Road high grade commercial district supported by Mei Long Town Square, CITIC Pacific and Hang Lung Plaza, it has only declined relatively.

However, Bobbi's flagship store in Shanghai is therefore overstated.

The three brands of Bobbi, best buy and home depot are different from those of apple, Nike and so on. The latter is the brand of specific commodity, and the former is mainly the brand of service.

Bobbi Shanghai flagship store, best buy, home depot has experience activities, customers can enjoy experiential services.

For example, customers of Bobbi's flagship store in Shanghai can receive free makeup and styling, and perform on T stage, enjoy professional photography under the glowing lamp and turn themselves into real Bobbi.

Customers who enter home depot can enjoy the personalized home decoration assembled with their own wishes.

Relatively speaking, personalized services of Bobbi, best buy and home depot are more colorful.

In turn, the price is more expensive.

The home decoration with individuation and random assembly is certainly more expensive than the modularized household decoration, and the Bobbi dolls of hundreds of yuan and 10000 yuan are more expensive than the tens of Yuan's "Haibao".

China has been consuming less for a long time and the consumer market has not been fully developed.

Although countries have begun to expand in recent years

Domestic market demand

Social retail sales are also growing strongly, increasing by more than 18% in 2010, but after all, the Chinese consumer market is still at an early stage.

The consumer market in the primary stage pays more attention to the specific commodity brand and despises the service brand, and the price rather than the personalized service experience.

In a word, today's Chinese consumer market still pays attention to cheap and good quality.

Of course, today, China is not a no one patronizing the experiential service market, but rather a small number of customers, which are not enough to support the operators who want to run volume.

In addition, the advantages of foreign retail businesses such as brand, management and capital scale in the early days of reform and opening up are now fading.

In addition, there are some problems in the domestic market order. Counterfeit and cottage products happen frequently.

These are the main reasons why Bobbi, best buy and home depot are not convinced in China recently.

If Bobbi, best buy and home depot want to continue to develop in China, then they should be miniaturized, featured, experiential and personalized, together with Chinese people to cultivate China's multi-level, colorful consumer market.

There are still big opportunities in China.