THE TOP SHOP has 38 stores in the domestic market, which basically includes all the high-end shopping malls in China at this stage.

Just like Pengcheng, THE TOP SHOP HAS ONLY ENTERED ONE SHOPPING MALL, AND THAT IS THE MIXC. Although Pengcheng is also one of the four first-tier cities, it may be too close to the international metropolis of Xiangjiang, and there are not many top shopping malls.

If you really want to count it, the MixC can be called a top shopping center, and the others want to be Coastal City, Yitian Holiday Plaza, etc., and the brand grade is still too low.

Of the Pengcheng shopping malls that invited THE TOP SHOP to settle in, Wang Ye only chose the Mixc.

Pengcheng MixC was officially opened on December 9, 2004, with a total construction area of 188,000 square meters, with 6 floors of commercial floor space and more than 300 independent shops of different sizes and functions. The project adopts the form of "main store + sub-main store + specialty store", and 1/3 of the brand is the first time to enter the mainland or Shenzhen market.

In addition to high-end brands, some down-to-earth merchants were also introduced, such as local Banyan Yue, Jiangnan Taste, Pastry King, McDonald's, Pizza Hut, KFC and other catering brands.

At that time, the opening rate was 90%. According to media reports, in 2005, the sales volume of Shenzhen MixC exceeded 1 billion yuan in just one year after its opening, making it the shopping center with the highest return on investment in Chinese mainland. At its peak, more than 100,000 people visited the MixC every day.

When the development of the shopping center reaches a certain stage, it will inevitably adjust the brand according to the changes in the market, the changes in consumption trends, and the changes in the positioning of the shopping mall, and the same is true for the MixC.

According to statistics, the average annual change rate of the number of brands in Vientiane City is about 15%, the average annual change rate of brand area is about 18%, the average number of brands change rate is 43% every three years, and the area change rate is 53%. On average, almost half of the brands are adjusted every three years, some of the old brands are eliminated and new brands are introduced, and some of the shops are vacated.

After 2009, LV's largest flagship store in South China, Hermès, Dior, Bulgari and other international top brand flagship stores have been unveiled in the second phase of Shenzhen MixC City, which has improved the brand grade of the MixC as a whole.

However, some of the original brands have been unable to adapt to the positioning of the MixC and have no choice but to be eliminated, such as some ordinary public catering, clothing and accessories brands with low market acceptance.

That is to say, the MixC is a high-end shopping mall, but at the beginning, the brand was not high-end, there was no way, and some top brands were not willing to enter at that time.

However, with the economic development of Pengcheng, many luxury brands have begun to slowly come in, and the foothold they choose in Pengcheng is the MixC, which is just in line with the location positioning of THE TOP SHOP.

Although the price of THE TOP SHOP is not high, it is high enough, and it is not abrupt at all with big brands such as Hermes and LV. Besides, the sales of this brand are really high, and in the Xiangjiang Central Landmark and Harbour City, last month's sales beat many international brands.

The store address chosen by Wang Ye is between Hermes and Bulgari, and the stores not far away are all international first-line brands, which squeezed out Givenchy and grabbed its position.

Although Givenchy is a first-line big brand, its popularity in China is not very high, and it can be regarded as a niche big brand. Sales can't compare to LV, Chanel, and even CK. It is not as good as Hermes and Bulgari. Therefore, when Wang Ye took a fancy to its location, the management of the MixC thought about it for a few days and hesitated to vacate this position for THE TOP SHOP.

Of course, Pengcheng is Wang Ye's home field, and in order to help the management of Vientiane City make the right decision as soon as possible, he directly found Zhao Hongsheng's secretary, Xiao Pang!

With the development of Wang Ye's career, his net worth is getting higher and higher, and Secretary Pang's title for him has changed from "Xiao Wang" to "Wang Dong", of course, Wang Ye has always called him "Secretary Pang", and this has not changed.

"Secretary Pang, I'm Wang Ye, is it convenient to speak now?" Wang Ye sat in the office and dialed Secretary Pang's mobile phone.

"Hello Wang Dong, convenient, just say something. Secretary Pang replied enthusiastically.

"That's the case, didn't I just open a clothing company, called THE TOP SHOP, and now I'm talking about entering the Mixc, and the store selection may be a little inconsistent with the management of the mall, I want you to help talk about it. Wang Ye briefly told him about the matter.

After hearing this, Secretary Pang groaned for a while, and replied simply: "Leave this matter to me, and I will reply to you within two days!"

Wang Ye has no moral purity, and business competition is even more extreme, Pengcheng is his home field, if in this place, he can't even get the store he likes, it's a joke!

As for what the other party has to lose after driving Givenchy away, then I'm sorry, this is a matter that Givenchy needs to consider, and it's none of his business.

After hanging up the phone, Secretary Pang sat in his office and thought about it, he had the ability to solve this matter directly, but after thinking about it again, he decided to report it to the boss.

got up and came to the door of Zhao Hongsheng's office and knocked lightly twice.

"Come in!" Zhao Hongsheng's majestic voice came from the office.

Pushing the door and walking into the office, Secretary Pang came to Zhao Hongsheng's desk, did not sit down, but stood there and reported: "Boss, Wang Ye called just now, please let me do something." ”

"Oh, Wang Ye, he is now a big boss with a net worth of tens of billions, what else can he ask you to do, haha......" Zhao Hongsheng was extremely impressed by Wang Ye, of course, it was a good impression.

"Hehe, there's really something, Wang Ye said that he opened a new clothing company, THE TOP SHOP, and now wants to enter the MixC to get a shop, but that position has been occupied by a foreign brand, and the management of the mall is now more ambiguous, so Wang Ye found me and wanted me to talk about it. Secretary Pang quickly reported the matter.

After listening to Secretary Pang's report, Zhao Hongsheng fell into deep thought, his fingers curled, and he unconsciously tapped the tabletop.

Secretary Pang was already familiar with his habits, and knew that Zhao Hongsheng was concerned about this matter and was considering a solution, otherwise he wouldn't have to think about it at all.

"For the development of Pengcheng, Wang Ye has made a lot of contributions, and it is also our job to support state-owned brands appropriately and reasonably. Zhao Hongsheng said.

As soon as Secretary Pang heard it, he knew that it was coming, this is Zhao Hongsheng's habit, first analyze from the macro level, occupy the commanding heights, and give the direction to solve the problem. As for the tactical level, that is, the specific solution to the problem, that is definitely what Secretary Pang needs to consider.

"It's not appropriate for you to come forward directly in this matter, after all, Vientiane City is not directly managed by the city government, so you convey this meaning to their direct management agency, understand?" Zhao Hongsheng continued.

Of course, Secretary Pang understood, and he immediately replied: "I understand, go and do it immediately!"

"Well, go ahead. By the way, at the next Pengcheng business symposium, remember to invite Wang Ye to participate, he was not in China at the last meeting and did not participate. How can this be, now he is a banner in the Pengcheng business community, and he must come to the meeting he should attend. ”

……

So, after Wang Ye made this call, he received a call from the general manager of Vientiane City in the afternoon of the next day.

"Wang Dong, haha, the position has been vacated for you, it is the one you fancie! I have already negotiated with Givenchy. ”

This is the result of Wang Ye's two years of operating contacts in Pengcheng, sometimes for ordinary people, it is difficult to go to the sky, that is, some people can solve it with a phone call.

This batch of 38 stores in China is expected to open one after another before the Chinese New Year. Due to the problem of store adjustment, it is not possible to open on the same day.

However, now that THE TOP SHOP HAS BECOME FAMOUS, THERE IS NO NEED TO MAKE ANY GIMMICKS WHEN IT OPENS, AND MANY CONSUMERS IN THE CITY HAVE BEEN WAITING EAGERLY FOR THEIR LOCAL STORES TO OPEN.

On the official website of THE TOP SHOP, there is a map of major cities in the country, and now only Xiangjiang is marked with two green dots, which means that two stores have been opened there.

If you hover over the green dot, you can also directly view the specific address of the store.

As for the rest of the mainland, most of them are blank, and a small number of more economically developed cities are marked with red dots, which means that there are shops preparing to open.

It is intuitive and clear, and it is convenient for consumers to check the address of the store.

THE TOP SHOP does not do online sales, and Li Qinghuan asked Wang Ye this question at the beginning, asking him if he needed to open a flagship store on Tmall.

Wang Ye simply rejected this proposal, and he said to Li Qinghuan: "Qinghuan, you must know that our THE TOP SHOP brand, although the price is not expensive, but the positioning is high-end!"

Moreover, this designer brand wants that overall sense of design, which not only refers to the clothes, but also includes the environment of the entire shopping center, including the brands around our store, as well as the exterior decoration of our own store, as well as the interior design, and even the display of goods!"

Wang Ye smiled and asked Li Qinghuan: "If our goods are removed from the brand and hung in a small shop above a certain treasure, do you think they can still be sold for three or four thousand yuan?"

"That certainly can't be. Li Qinghuan replied.

"However, when you put it in the Landmark Plaza in Hong Kong, next to Hermès, coupled with the decoration of our store that is comparable to that of a luxury brand, and the effect of the careful display and layout in the store, do customers think that the price is worth it?"

After listening to Wang Ye's words, Li Qinghuan suddenly realized that it was no wonder that Wang Ye didn't let THE TOP SHOP'S THINGS BE USED AS E-COMMERCE. The same thing, put in a different place, can be sold at a different price, absolutely different!

In fact, this is also the reason why Wang Ye must be close to luxury brands when choosing a location for his store.

It looks like the decoration is almost the same, they are all big stores and big brands, and the things in the store next to it cost tens of thousands, and the clothes in my store are only three or four thousand, is it cheap?