Sino-Singapore Jingwei client, July 14 (Zhang Yanzheng) Recently, "Beijing SKP is not allowed to take out people" entered the Weibo search. The first reaction of many netizens outside Beijing is, what is Beijing SKP? What's the matter with no food delivery personnel allowed to enter?
As the largest luxury shopping mall in China, a pair of branded slippers from Beijing SKP can be sold for 7,600 yuan, and a T-shirt with a brand icon can be sold for tens of thousands of yuan, from tens of thousands to hundreds of thousands of bags. It's all. In addition, the supermarket on the first floor of Beijing SKP is also an extraordinary luxury. Some media have reported that only 274 yuan can buy two pieces of durian, 189 yuan 12 strawberries, here you can also see Zhangzidao sea cucumbers priced at 28888 yuan.
In a high-end shopping mall environment, the alleged discrimination of "not allowing outsiders to enter" easily touches people's sensitive nerves. Analysts said that at the legal level, the mall did not reject the legality of takeaway riders entering the mall. In addition, there is a natural contradiction between niche high-end brands and the popularity of the Internet. How to balance social responsibility and brand positioning in the Beijing SKP mall, which focuses on high-end routes, is also a question worth discussing.
Beijing SKP cash register Taichung new latitude and longitude Zhang Yanzheng photo
"No food delivery personnel allowed"
On July 11th, Weibo blogger @曹导 posted a video saying that when he was taking out a professional experience as a takeaway, he wore take-away work clothes to take out takeaways from Beijing SKP shopping mall, but was rejected. ". On July 12, Beijing SKP issued a statement saying that SKP set up different access channels for customers and staff. Each staff member, including takeaway riders, had to enter the staff channel in accordance with the regulations, and each door was opened exclusively for all customers.
The statement also stated that during the epidemic, in order to prevent and control the food and beverages in shopping malls, a "scheduled meal-taking method" was implemented.
Video screenshot source: Weibo blogger @曹导
It is worth noting that “the wearer’s work clothes are not allowed to enter the mall”, which caused netizens’ doubts, was not explicitly mentioned in the Beijing SKP statement. The relevant person in charge of Beijing SKP said in an interview with the media that SKP does not discriminate against any industry and personnel. Before the epidemic, takeaway riders can enter the mall through the staff channel to take meals. After the epidemic, all takeaway riders cannot enter the mall and have to go to the designated meal picking point. In addition, he also said that it is not "you can't enter the mall in the uniform of the takeaway", but the takeout comes to get the meal, no matter what clothes you wear, you can't enter.
Netizens are also talking about whether takeaway riders can enter the mall for food during the epidemic prevention. Some netizens said "understandable during epidemic prevention", and some netizens commented on "suspicion of occupational discrimination".
@LaoKazzz: Many community shopping malls are not allowed to enter.
@冷月波涛霜雪天: Why do you allow merchants in your mall to open takeaway orders?
@万能的熊熊: The main reason is that the photographer is not familiar with the problems caused by the business. There are food delivery channels for buying food in restaurants, and freight elevators for moving office buildings.
@珠海房黎思萍: The important thing is that if the takeaway is going to consume instead of taking food and not letting in, it is naked discrimination.
You are not a SKP dish
For those familiar with Beijing, there are many shopping districts within the Fifth Ring Road, but there are mainly four high-end luxury districts. From Chang'an Street from west to east, they are Cuiwei Department Store, Wangfujing Central, China World Trade Center Phase III, and Beijing SKP. Among them, Beijing SKP, which stands at the top of the Beijing shopping contempt chain, can be described as a concentration of international high-end luxury goods. In this neighborhood, there are not only various high-end international apartments, but also many international financial institutions and film and television companies.
Public information shows that Beijing SKP has absorbed 938 brands from around the world, including 75 international famous brands and 10 international famous flagship stores, which also allows the latest products listed in Paris and New York to be listed and sold in Beijing, China. SKP's official website shows that SKP currently has only two shopping malls in Beijing and Xi'an in the country. In addition, there are SKP's own brand stores in the Outlet shopping towns across the country.
How strong is Beijing SKP's "gold-absorbing" ability? According to the 2019 mainland mall report jointly released by Lianshan.com and Commercial Real Estate, the total sales of Beijing SKP reached 15.3 billion yuan in 2019, an increase of 13.3% year-on-year. . In addition, the malls with sales in excess of 10 billion in 2019 include Beijing International Trade Mall with sales of 11.7 billion yuan, Nanjing Deji Plaza with sales of nearly 12.24 billion yuan, and Hangzhou Tower with sales of over 10.5 billion yuan.
In fact, Beijing SKP is not only the largest luxury goods complex in China, but also one of the top high-end shopping malls in the world. According to the 2019 survey report jointly released by British architect firm Sybarite and GlobalData, Beijing SKP ranked second in the world in sales per square foot, second only to the 170-year-old British luxury department store Harrods.
Photo by Zhang Yanzheng, the new latitude and longitude among the shopping crowd in the SKP mall in Beijing
For most people, Tmall and other e-commerce platforms launch the "Double 11" shopping festival is a good time to "chop hands", and for high-spending people, the annual anniversary of Beijing SKP is their shopping carnival . According to the fashion business news, from November 14 to 24, 2019, Beijing SKP held an anniversary event during this period. Among them, SKP's single store sales reached 1.01 billion yuan, which directly refreshed the previous record of 790 million yuan. .
It is no exaggeration to say that Beijing SKP completed the half-year or even one-year sales performance of most domestic shopping malls in just one day. Ms. Liu from Beijing told reporters at China-Singapore Jingwei that as a SKP member, she participated in the Beijing SKP anniversary event last year. "The luxury goods in the mall are all internationally priced and almost never discounted. However, mall member points can be exchanged to offset part of the amount. I waited a long time before I started a brand bag. What shocked me was that I queued for payment at the cash desk. At that time, when I saw the people who lined up in front of me to pay one hundred thousand yuan at once, just like buying cabbage, I suddenly felt that I belonged to the extremely poor."
Tianyan check revealed that Beijing Hualian (SKP) Department Store Co., Ltd. was established in 2006 with a paid-in capital of 250 million yuan. Among them, RADIANCE INVESTMENT HOLDINGS PTE.LTD. (Guanghui Investment Holdings Pte. Ltd.) holds 60% of the shares, and Beijing Hualian Group Investment Holdings Co., Ltd. holds 40%. At present, the company owns 20 equity-holding subsidiaries such as Beijing Hualian Rongshang Business Management, Beijing Hualian Fashion Department Store, Hualian SKP (Shaanxi) Department Store.
The capital of SKP "Pride"
During the epidemic stage, Beijing SKP has adjusted several times to shorten its business hours. As the epidemic continued to improve, Beijing SKP announced that it would resume full operations from March 28. It is worth mentioning that, during the epidemic prevention and control period, although the number of people entering the store has decreased significantly, luxury suppliers have ushered in a wave of price increases.
In May this year, luxury brands such as Chanel, Hermès, Bulgari, Gucci, and Dior have successively raised their prices globally. According to the public statement of Chanel, the price of iconic handbags and some small leather products worldwide has been increased by 5%-17%, due to the rise in raw material prices caused by the impact of the epidemic. According to media reports, the "Fang Fat Man" of the Chanel mini bag CF rose from 21600 yuan to 27100 yuan, an increase of about 25%.
Some people in the industry pointed out that the epidemic has hit the global fashion industry very seriously. The series of price increases of luxury brands are mainly to maintain the so-called brand value, increase profits and promote sales. Some analysts believe that the release of the price increase news in advance is also the brand's marketing strategy, thereby stimulating consumption growth and making up for losses during the epidemic.
A person in the retail industry told the Sino-Singapore Jingwei reporter that it is not easy for merchants to settle in Beijing SKP. “China’s department store retail is generally leased, affiliated, self-operated, etc. High-end malls are more rigorously audited by brand merchants. Not only does it require authorization from the brand’s parent company, the brand has international visibility, but it also needs to meet various operating standards. The mall is not accessible by paying the store fee."
A clerk from a German women's clothing brand store in the Beijing SKP mall told reporters at Sino-Singapore Jingwei that the stores in the mall have different rents due to different floors and areas. "The way our brand cooperates with shopping malls is a "deduction", which is a business draw. For example, our brand is deducted 28%, that is to say, under normal sales, it will be 28 yuan for every 100 yuan of sales. , But it is unclear whether there are changes at the outbreak stage."
Photograph by Zhang Yanzheng, the new latitude and longitude in luxury stores during the epidemic
Expert: Social responsibility and brand positioning are worth discussing
Zhang Yuhao, a lawyer from Beijing Weiheng Law Firm, said in an interview with the client of Sino-Singapore Jingwei that at the legal level, the mall did not refuse the legality of takeaway riders entering the mall. Zhang Yuhao pointed out that the reason why this incident caused controversy is that the take-out staff of the SKP mall adopts "one size fits all", and even as long as they wear such clothing, they are all prohibited from entering, which may be inappropriate. "With the epidemic prevention work at a relatively mature stage, shopping malls can use health codes, strict mask wearing, and unified take-out and delivery to the unified dining location in the mall to balance outbreak prevention and the legal rights of take-out staff."
In an interview with Sino-Singapore Jingwei Client, Associate Professor He Yan from the School of Arts and Media, Beijing Technology and Business University stated that from the perspective of brand positioning, Beijing SKP focuses on luxury, stylish and high-end shopping mall brand lines. In order to maintain its inherent brand image assets, In terms of mall management, it is relatively strict compared to other ordinary malls.
"In order to create a good shopping environment for consumers, the mall's management practices have some sense. In addition, the main target consumer group of Beijing SKP is high-income earners. From the current point of view, the incident has little impact on this category of customers. There is a natural contradiction between niche high-end brands and the popularization of the Internet. How to balance social responsibility and brand positioning in the Beijing SKP mall, which focuses on high-end routes, is also a question worth discussing." He Yan said. (Sino-Singapore Jingwei app)
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