After entering the Mainland, Hong Kong famous second-hand luxury shops–“Milan stop“ encounters trouble, Beijing, Shanghai and other cities filledwith many named “Milan stop“ shops of the same kind, but Hong Kong’s “Milanstop“ trademark registration cannot be obtained.
“Milan stop“ continuingly embarrassment, but also the second-hand luxurymarket prosperity a footnote. As with other industries, second-hand luxurymarket also follows this logic: new product market always brings the rise ofthe secondary market, “typhoon, pigs will fly.“
According to public information, 2011 China‘s luxury market consumptionamounted to us $ 17 billion (not including private jets, yachts and luxurycars), is expected to exceed 20 billion US dollars this year. Everyone knowsthat China will one day become the world‘s largest market for luxury goods,second-hand boom is just a matter of time.
As with all other retail, second-hand luxury goods, even luxury goodsmarket, have followed the “Chinese characteristics“ the laws of the market.In the Chinese market “characteristics“, the huge new business how to play?
Milan station‘s hesitation
Currently active in the second-hand luxury market companies, is divided intotwo camps, as represented by the Milan station‘s buyout model, andrepresented by the temple library on consignment pattern. The former boughtwith cash to buy low and sell high, gross margin of approximately 20%,mainly in the luggage, while the latter is for the owner to provideconsignment channels charge a service fee of 10%, in addition to bagsinclude jewelry, watches, and clothing and accessories.
Opened in 2001 Milan station, Hong Kong businessman Yao Junda personalrelationships frequently acquired second hand designer handbags to celebrityhome, with adequate sourcing and cheap prices, Milan station‘s businessdeveloped rapidly in Hong Kong, and in 2005 joined the internationaldevelopment.
Milan station accumulated reputation, after 2005, Milan station‘s staffbegan to realize the importance of other consumer groups–Chinese tourists.But they found that mainland and Hong Kong working women shopping isdifferent, they always choose the latest and not care too much about prices.
2009 Milan station finally opened its first store in Beijing Hua Mao CBDbusiness district. However, at that time the name of Milan station shopsacross numerous business districts in Beijing under the banner.
From Hong Kong to the Mainland, Beijing huamao store to SanLiTun Village, asthe second-hand luxury market leader Milan station has more or less lost.
Milan station‘s first store in Beijing chose Shin, because it is adjacent tomany luxury stores. “Rich people buy luxury shops, and young fashion crowdin visiting the brand more would choose to have the price advantage of thesecond-hand shops. “A former Milan station employee said.
In addition to tourists consider brand positioning to enhance shop locationis an important factor. However, Japan like MUJI, UNIQLO, Milan station alsobegan to change “national retail“, and brought girl image to enhance yourbrand position.
Change of Milan station, can be seen from its location. And like MUJI,UNIQLO, and Milan station subway station in Hong Kong shop, featuredconvenient and affordable, its positioning of target customers are moreordinary citizens in Hong Kong, with working women. In Hong Kong, Milanstation shop is very small, in every single store strive to create a home–like atmosphere. “Milan station can be seen at a glance, this is a second-hand goods store, it did not reach, the pursuit is approachable.“ But inBeijing huamao shop, this friendly feeling it was broken by the luxuryflagship stores around.
Milan station opens second store in Beijing in 2010, located in the Southern District of SanLiTun Village. A Milan station employees said, because at that time in SanLiTun Village North does not develop, we can only choose toopen a shop in the Southern District. SanLiTun Village South to UNIQLO,mainly young fashion brands such as adidas, Nike, average price only between1000 and 2000 Yuan, Milan station average unit price in 4000 Yuan, and Northto Milan, Armani and other luxury–in accordance with the brand appeal,obviously, North is more appropriate.
As the Village Development reasons, chose Milan Station South, with Beijinghuamao shopkeepers to make brand upgrade, Southern District of SanLiTunVillage shop, Milan station restored many quality–easy stores in Hong Kong.
Milan station swing between high fashion and approachable, huamao storeSanLiTun two distinct qualities, what seem to be some “split“. Milan stationstaff are also the “split“ that is, a train switching tracks.
In fact, this “splitting“ behind the more profound reason is that differentmarkets of Hong Kong and the mainland market–in Hong Kong, “second-handluxury goods“ are goods, while in the Mainland, “second-hand luxury goods“may be called “idle luxury“ is more appropriate, it has close relations withthe gift market.