CBO reporter Zhou Yao Li Jianzi
In the commercial field, the scene space and brand diversification brought by shopping malls not only constantly update the aesthetics of the city, but also continuously meet the consumers' pursuit of a better life. Beauty is also part of it.
With the consumer's brand pursuit and scene aesthetics getting higher and higher, the business in various cities has also been continuously upgraded in the past five years. But until 2020, Wuhan's commercial status quo has been in a dominant position, and its commercial aesthetics are also in a weak position among cities of the same level. As a regional commercial leader, Wushang Plaza does not seem to be elevating the aesthetics of urban life from a higher perspective, but the K11, Plaza 66, Longhu JiangchenTianJie, and COFCO Joy City, which have opened successively, continue to raise the ceiling.
Just past May Day, another commercial aircraft carrier entered Wuhan for the first time - China Resources Land's first MixC 3.0 flagship commercial project, and the first MixC in Wuhan was officially opened, and achieved more than 170,000 passenger flows on the first day of opening.
After the actual investigation, we found that in the future, the MixC will most likely rewrite the pattern of the high-end beauty market in Wuhan and even central China.
01
Break the market competition pattern
Beauty has gradually grown from a single family to a three-legged stand
For a long time, the high-end beauty market in Wuhan's three towns has been divided into two levels, one side is the Wushang Square in Hankou, and the other side is the Qunguang Square in Wuchang. The data explains everything, in 2019, the sales of cosmetics in Wushang Square reached 900 million yuan; the sales of cosmetics in Qunguang Square reached 600 million yuan. Due to the long geographical distance and different positioning, the two shopping malls can still compete in the two areas and are safe from each other.
△ The location of MixC Wuhan
In December 2020, Wuhan K11, which is less than 500 meters away from Wushang Plaza, was first opened, and the first floor of beauty brands includes: CHANEL, Lancôme, Estée Lauder, ARMANI, NARS (the first in Wuhan), Atelier Cologne and other beauty brands. However, due to the positioning of the mall itself in the trend of light luxury, although the beauty brand matrix has a certain degree, due to the traffic barrier (not connected to the subway) and the small volume, it has not formed a good shopping atmosphere and has not affected the Wushang Plaza.
At the same time, like the one-city-one luxury shopping malls in most second-tier cities, Wushang Plaza is also the only luxury shopping mall in Wuhan before 2021. In May 2021, Wuhan's first Plaza 66 opened, officially rewriting the pattern of luxury shopping malls in Wuhan. Its landmark event is that FENDI, Hermès and other luxury brands have moved their stores from Wushang Plaza to Plaza 66 across the road. But in the beauty sector, Hang Lung did not bring the supply chain advantages of other cities across the country to the Wuhan market, and only introduced DIOR and Sephora in the mall-1F.
The beauty section of Wushang Square is still a unique show in the Hankou area. In this context, the beauty section of Wuhan MixC is of great significance.
Unlike Plaza 66, which only encircles the city's high-end consumer groups, Wuhan MixC has firmly benchmarked the mall from the beginning of the project and established a top commercial complex with the positioning of "all formats, all passenger floors and all scenes". The first floor is positioned as an international famous product, and the negative layer has introduced 27 high-end beauty brands in one go.
Wuhan MixC has not only become the most complete shopping mall in Wuhan after Wushang Plaza, but also the top 3 project in the number of makeup in the national MixC, second only to Shenzhen Luohu MixC and Shenzhen Nanshan Vientiane World.
According to the on-site statistics of the "Cosmetics Finance Online" reporter, Wuhan MixC almost covers most of the current popular brands in the high-end beauty market, including: Bobbi Brown Barbie Brown, Burberry Beauty, CHANEL, Charlotte Tibury, DIOR, Estee Lauder, Fresh, Guerlain, Givenchy, Gucci, Helena Rubinstein, LA MER, Lancôme, LaPrairie, L'Occitane, M.A.C, Sephora, Sisley, SK-II, Stellander, TOM FORD, V.V VIE TA VIE, Whoo, ACQUA DI PARMA PARMA Water, Jo Malone and other 27 high-end beauty brands.
Among them, Charlotte Tibury and ACQUA DI PARMA Water are the first stores in Wuhan.
△ Swipe left and right to see more, part of the source: commercial real estate
"If there is a shopping mall in Wuhan with a total beauty volume of more than 500 million yuan, it will definitely be in Wuhan MixC." Some beauty agents said bluntly to reporters on the spot, "In Hankou, consumers' high-end beauty consumption will have one more choice." The market will also bid farewell to a monopoly and enter healthy competition. ”
02
Beauty brand matrix fully unveiled in June
More Wuhan first stores will arrive
Wuhan MixC is located at the intersection of Hankou Jianshe Avenue and Taipei Road, connected to Metro Line 7, with a commercial volume of 190,000 square meters, including 178,000 square meters of shopping malls and 12,000 square meters of characteristic commercial blocks. For the design of commercial entities, a luxurious lineup composed of well-known design companies such as Lead8, Arup, CCDI, MAD, GD-Lighting Design is designed, and the upfront design cost alone exceeds 200 million yuan.
Obviously, whether it is indoor space design or outdoor block creation, Wuhan's urban commercial aesthetic has been further upgraded, which is also reflected in the strong investment attraction ability of Wuhan MixC.