Old Buddha'S Department Stores In China Are Cold And Localized

< p > according to reports, the famous French department store "Lord Buddha" who lost the Wangfujing in Beijing in 1998 and returned to Xidan in 2013 has recently been exposed to acclimatization.

Recently, consumers who are shopping in the < a href= "//www.sjfzxm.com/news/index_f.asp" > Xidan business circle < /a > may be aware of the bright new mall which stands in the northwest corner of the business circle, which is luxurious and cool.

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< p > analysis indicates that the cold spell of Lord Buddha once again caught the recent changes in the consumption psychology and lifestyle of Chinese people, especially young people.

It all comes down to the lack of localization.

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< p > compared with other shopping malls in Xidan, laowai shopping mall with "luxury" as the brand style has more luxurious interior decoration, more relaxed layout, more high-end brands and fewer customers than other shopping malls.

According to media survey, the sales of the door shop of the old Buddha's shop are less than that of the 1/3 in the mall of the mall.

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > "old Buddha" /a "is located in the remote area of business circle, far away from public pport, and it is not convenient enough." high and low can not be said ", although luxury in store layout, but there are no top brands, but its price is much higher than that of its shopping malls, which makes high-end consumers unable to see and ordinary consumers dare not enter the embarrassing situation; more people agree with" Hai Tao online shopping ", and now China's overseas travel is hot, and want to buy" Paris goods "can be brought back directly from abroad, psychological feeling is far more valuable than buying from Beijing shop.

In addition, with the popularity of Internet shopping, the younger generation is keen on "sea panning", and the number of consumers who go to the store has been greatly reduced.

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< p > more than 10 years ago, the cold weather of the old Buddha was that the Chinese consumer market was not yet mature enough, and the high-end consumption was still small: this cold spell once again failed to catch up with the changes in the consumption psychology and lifestyle of Chinese people in recent years, especially young people.

It all comes down to the lack of localization.

This is also an easy problem for other foreign brands that are eager to share the big cake of China's consumer market.

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< p > referring to other legal capital enterprises that have been in China for many years, the localization strategy of Carrefour and PSA (Peugeot Citroen) is relatively successful, no matter in terms of brand identity and product < a href= "//www.sjfzxm.com/news/index_f.asp" > applicability < /a >, it has been close to Chinese consumption habits.

According to the experience of these legal professionals, Lord of Buddha can improve the operation mode and find out the true preferences of the consumer groups, and pass the French quality to the target group in a way that Chinese consumers are willing to accept.

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At the same time, we should cooperate with China's local word of mouth network sales platform, and let the Internet become the front line of offline pactions, which will expand the coverage area to a wider area outside Beijing. P

In this way, Xidan will not become the second "Waterloo" of Lord Buddha.

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