If you go to some top shopping malls or shopping malls, you will find that the top luxury brands are often next to the same grade brands. There is a clear boundary between them and ordinary brand stores, let alone living next to each other, and they can't even be on the same floor!

As for which brands belong to the top luxury goods and which can only be regarded as light luxury, there is also a clear distinction.

As far as clothing is concerned, the top luxury brands have the "six" and "eight" theories.

The Big Six refers to the "Six Blue Bloods". The word "blue blood" has a noble and noble symbol, and the name "blue blood" is enough to show its luxurious and noble status. The so-called "six blue bloods" refer to the six major international luxury brands, including Dior, Chanel, Louis Vuitton, Prada, Gucci, and Calvin Klein.

"Eight Greats" refers to the "Eight Red Bloods". It refers to Burberry, Givenchy, Yves Saint Laurent, Armani, Valentino, Versace, Hermès, and Langwen, these eight brands. These eight brands are all exclusive brands of the royal family of various countries, with a relatively long history and a deep relationship with the royal family.

As for the difference between the Big Six and the Big Eight, to put it simply, the operation of the Big Six is more traditional and has a longer history, and the Big Six belong to emerging brands.

And LV is Louis Vuitton, which belongs to one of the six blue-blood brands.

After a slight turn of thought, Wang Ye had an idea that was beneficial to both LV and Starlight Real Estate.

He said to Pete, "I don't know how much of a store your brand plans to open in Starlight Plaza. ”

Pete was stunned for a moment, and replied puzzledly: "Our stores in the mainland are basically between 600 square meters and 1,000 square meters. ”

Wang Ye didn't talk about this issue first, but instead discussed with Pete the concept of consumption upgrading that has gradually emerged in the past two years.

Pete is an operator, so he is naturally very concerned about this aspect. Recently, he has been studying this issue, and he talked about it with great interest, with the upgrading of consumer consumption concepts, the sales strategies and channels of big brands have also been upgraded.

The first stage is to abandon the previous practice of opening stores in five-star hotels for top luxury brands and move towards high-end shopping malls. And now, the new stores of big brands are more inclined to high-end shopping malls, which is the second stage.

Pete is very optimistic about larger and better equipped shopping malls, and he feels that this commercial real estate model will be the mainstream in the future. Therefore, his goal in the future to open a store location is also to focus on high-end shopping malls.

Wang Ye agreed with his opinion, and then changed the conversation again: "Since Pete, you have noticed that the commercial real estate model has been upgrading, why is the model of your brand retail store still more than ten or twenty years ago?

Pete looked at Wang Ye blankly, he didn't expect the young man in front of him to mention the issue of store upgrades, which should be considered by the brand company.

Regarding the issue of store upgrades, major brand companies have been studying, but they seem to have gone into a misunderstanding. The upgrade has been to make the store more beautiful and luxurious, and there has been no major change.

Could it be that Wang Ye had any novel ideas, Pete asked tentatively, "Does Mr. Wang have any good views on the store upgrade?"

The concept that Wang Ye is ready to throw out is "experiential consumption", which will not become popular until after 2015, and at that time, regardless of high, medium and low-end brands, when talking about stores, they must be called experiential consumption.

It's 2010, and I don't know if anyone has put forward this theory, but Wang Ye hasn't seen any brand shouting this kind of slogan.

With a slight smile, Wang Ye did not sell it, and said bluntly: "Open a big store, open a flagship store, set up a VIP lounge, and attract members to engage in various interest salons, such as tea art, flower arrangement, yoga, fitness, etc.!"

When Pete heard this, he couldn't react for a while. What the hell, there are so many interest salons, are we selling things or holding interest classes, what's the use of getting these!

But after all, he is a top master in operation, and after thinking about it carefully, he slowly discovered the beauty of these suggestions put forward by Wang Ye.

First of all, open a big store, you don't need to open a store with a large area before, just so many products are displayed, and if it's too big, it will look empty. As for the cost of opening a store, rent, decoration costs, etc., these are not within his consideration at all, and for top luxury goods, the cost of the store is a drop in the bucket. Therefore, there is no cost barrier to opening a large store or flagship store.

In addition, there is a VIP lounge area, which is now available in the store, but it is generally only a few sofas for customers to rest temporarily. If the area is expanded, a few special VIP lounges are built, and then what level of members can use what level of lounge, this will greatly stimulate the consumption desire of members. After all, people have a heart to compare, especially women!

If two girlfriends, one is a Diamond member of LV, can use the top lounge, and the other is only a gold member, and can only use the lower level of the lounge, what will happen?

Women love face more than men in this regard.

Why is it that a good girlfriend is a diamond member, and I can use the top lounge, and I am one level lower than her?! Is my family poorer than her, is my husband not as good as her husband? No, my mother is not upgraded to a diamond member in minutes!

What this comparison brings, of course, is a significant increase in sales!

The most amazing thing for Pitt is to hold all kinds of interest salons! This is simply too suitable for the temperament of a top luxury brand like theirs!

The reason why top luxury is different from ordinary brands is not only in price and quality, but also in their culture and connotation.

How to reflect the culture and connotation of your brand?

It's okay to do all kinds of advertisements that seem inexplicable, but they are full of humanistic flavor, it is okay to spend a lot of money to hold a big show, and it is okay to ask top superstars to endorse them.

However, it is not better to reflect the connotation and culture of the brand by gathering the most important consumers through all kinds of elegant interests, so that they can have stickiness to the brand and enhance their good impression of the brand?

Thinking of this, Pete slapped the table excitedly: "This is really a genius idea! Mr. Wang, it's a pity that you do commercial real estate, if you come to do operations, you will definitely shine." Trust me, as a veteran of more than twenty years in business, I can assure you of that. ”

Wang Ye smiled and shook his head, he didn't take the topic, his current identity is the representative of Starlight Real Estate, and he can't say that he is actually a fashion brand.

The big tone has been set, and the specific details will definitely not be discussed today, and Pete also needs time to slowly digest Wang Ye's proposal, and then design a complete plan for the characteristics of his own brand.