The high-energy level of "first store economy" is like the "crown jewel" of the international consumption center city. On November 7, the Jiefang Daily Shangguan News reporter learned from a number of international big names participating in the consumer goods exhibition area of the Expo that within a few months after the Expo, they will add several more high-energy flagship stores to Shanghai, change exhibitors into investors, and continue to amplify the spillover effect of the Expo.
Richemont Group, one of the world's three major luxury goods groups, made its second appearance at the Expo this year with 10 of its brands. The Parisian haute couture brand alaïa they brought was the first appearance at the Expo, and the brand also regarded this launch as the Chinese debut of the 2022 winter-spring collection.
The head of brand promotion at the Expo told reporters that the Alea brand was founded in 2007 by fashion designer and sculptor azzedine Alaïa. Exhibiting at this year's EXPO are the 5 fashions that Alea brought specifically for this year's Paris Couture Week. "In the first half of next year, Alaya has planned to open China's first direct store at Plaza 66 in Shanghai, covering a full range of brands such as clothing, accessories and shoes."
Swarovski from Austria is one of the first foreign companies to enter the Chinese market, and after more than 30 years of development, there are more than 30 brand stores in Shanghai alone.
This year, it is the second time that Swarovski has participated in the Expo, and since April, the headquarters has begun to fully implement the brand renewal and upgrading plan, and they have brought a new image after the brand upgrade to the Expo. Only to see the booth, the wings of the swan logo, replaced the original "sleeping swan", the classic blue packaging, replaced by pink, sky blue, lake green, bright yellow, pure white 5 bright colors, product design, everywhere can see the Western culture symbol "rebirth" octagonal pattern ...
Swarovski is headquartered at its global headquarters in Austria.
"It's also building momentum for the upcoming Swarovski global flagship store." Wei Hua, Managing Director of Swarovski Greater China Finance and Administration Department, revealed that in December this year, the Swarovski Global Flagship Store in Hong Kong Plaza, Huaihai Middle Road, will open, with a total of two floors and an area of more than 600 square meters, which is also the second flagship store in the world after Swarovski decided to renew and upgrade the brand in April this year, and the area is larger.
In the next step, they also plan to upgrade brand stores across the country, and Shanghai is the first city. "We also want to take Shanghai as the starting point of 'starting again' and open flagship stores and image stores in more first-tier and new first-tier cities."
Swarovski switched to a bright colour palette for branding, with octagonal motifs incorporating into the design.
Igfd Fashion Group is participating in the Expo for the third time this year, in 2009, it was founded in Milan, Italy, is the first Showroom company in the "Fashion Capital" to be 100% controlled by the Chinese, with more than 100 European luxury brands first-level licensing. Huang Yingzhe, chief marketing officer of the group, told reporters: "In 2019, we participated in the Expo for the first time and came into contact with many high-quality potential partners. In the following three years, the Group ushered in rapid development in China. ”
It is reported that in December 2019, IGFD China's first store "ltl luxury department store" settled in Shanghai Bund BFC, occupying two floors on the first floor and two floors. As of now, the number of stores in China has reached 7, the second store in Shanghai opened in Xintiandi Plaza in July 2021, and the remaining 5 stores are located in Shenzhen, Wuhan, Ningbo and other places. "The third store in Shanghai has been located in Jing'an Moho Plaza, and is expected to open next year, although the area is comparable to the first two stores in Shanghai, but the number of brands will be more."
At the fourth EXPO, IGFD Fashion Group also signed a contract with AntChain to carry out in-depth cooperation. In the future, on each imported commodity mainly engaged in igfd, there is a unique digital certificate, and consumers can use Alipay to scan the code to query the details of each commodity from production, to logistics, customs to market circulation, and even resale.
Data from the Shanghai Municipal Commission of Commerce shows that in the first half of 2021, 513 new stores were opened in Shanghai, an increase of 60.3% over the same period in 2020 and an increase of 4.4% over the same period in 2019. Among them, there are 6 first stores in the world, 6 stores in Asia, 69 first stores in Chinese mainland, and the number of first stores in Shanghai is expected to exceed 1,000 in the whole year.
Column Editor-in-Chief: Wu Weiqun Text Editor: Wu Weiqun
Source: Author: Wu Weiqun