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Ruta De La Moda De Shanghai, China

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Ruta De La Moda De Shanghai, China OTROS OD DOCUMENTOS 2018 Ruta de la moda de Shanghai, China Oficina Económica y Comercial de la Embajada de España en Shanghai Este documento tiene carácter exclusivamente informativo y su contenido no podrá ser invocado en apoyo de ninguna reclamación o recurso. ICEX España Exportación e Inversiones no asume la responsabilidad de la información, opinión o acción basada en dicho contenido, con independencia de que haya realizado todos los esfuerzos posibles para asegurar la exactitud de la información que contienen sus páginas. OTROS OD DOCUMENTOS 21 de mayo de 2018, Shanghai Este estudio ha sido realizado por Marina Pérez Torres, Diana Victoriano Izquierdo y Pablo Astor Molero. Bajo la supervisión de la Oficina Económica y Comercial de la Embajada de España en Shanghai. Editado por ICEX España Exportación e Inversiones, E.P.E., M.P. NIPO: 060-18-048-0 OD RUTA DE LA MODA EN SHANGHAI, CHINA Índice 1. Introducción 5 1.1. Shanghai, el espejo comercial de China 6 1.2. El reto del mundo offline frente al gigante online 7 1.3. Las dos grandes arterias: concentración comercial 8 2. Las grandes arterias de la moda 10 2.1. Nanjing Road 10 2.1.1. Réel - 芮欧百货 ★ 11 2.1.2. Jing’an Kerry Center - 静安嘉里中心 ★ 12 2.1.3. Plaza 66 - 恒隆广场 14 2.1.4. Citic Square - 中信泰富广场 15 2.1.5. Westgate – Isetan - 梅陇镇伊势丹商场 16 2.1.6. HKRI Taikoo Hui -太古汇 ★ 17 2.1.7. Shanghai No.1 Department Store -上海第一百货商店 19 2.1.8. Mosaic Mall -马赛克购物中心 20 2.1.9. Hongyi Plaza -宏伊国际广场 21 2.1.10. Henderson Metropolitan Mall - 恒基名人购物中心 22 2.1.11. Shangai New World Daimaru -上海新世界大丸百货 23 2.2. Huaihai Road 24 2.2.1. IAPM ★ - 环贸 25 2.2.1. Parkson - 百盛 26 2.2.1. K11 Art Store -上海 ★ 27 2.2.2. Hong Kong Plaza - 香港广场 29 2.3. Lujiazui 30 2.3.1. Shanghai IFC Mall ★ - 上海国金中心商场 31 2.3.2. Super Brand Mall - 正大广场 32 2.3.3. Ba Bai Ban - 八佰伴商场 33 3. Otros puntos de interés 34 3.1. Starbucks Roastery 34 3.2. DJI 35 3.3. Gentle Monster 36 3.4. Concentración de marcas deportivas en Huaihai Road 37 3.5. Oppo 38 3.6. Urban Revivo 38 3.7. Uniqlo 39 3 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA 4. Bibliografía 40 4 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA 1. Introducción China mantiene su posición como mayor constructor de centros comerciales a nivel mundial, superando los 6 millones de metros cuadrados construidos; por su parte, Shanghai lidera el ranking internacional con 1,18 millones de metros cuadrados dedicados a centros comerciales en 20171. Durante los últimos cinco años, el sector de los centros comerciales en China ha experimentado un crecimiento anual medio de 8,1% hasta superar los 200 mil millones de euros. Se estima que el desarrollo del sector minorista, las nuevas tendencias del mercado, el aumento de la economía de escala y la entrada de inversión extranjera continuarán favoreciendo un incremento paulatino. A pesar de la desaceleración económica en China y el sólido desarrollo del e-commerce, se pronostica que los ingresos de la industria aumentarán a una tasa anual de 6,2% alcanzando los 27,6 mil millones de euros en 20222. Por otro lado, el 13º Plan Quinquenal de la República Popular de China (2016-2020), en virtud de una “sociedad moderadamente próspera” alienta la influencia internacional y un aumento de la inversión privada externa, con el objetivo de potenciar el consumo interno como motor de crecimiento de la economía. A través de este documento, la Oficina Económica y Comercial de España en Shanghai ofrece una visión concreta y actualizada del contexto del big fashion dentro del marco de centros comerciales establecidos en las arterias de la moda más emblemáticas en la ciudad, así como otros espacios de interés a tener en cuenta por su innovación o importancia a nivel empresarial. 1 Según datos de CBRE (https://bit.ly/2Kd6ozu) 2 Según el documento “Department Stores and Shopping Mall industry in China” de www.ibisworld.com 5 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA 1.1. Shanghai, el espejo comercial de China Con casi 25 millones de habitantes, la ciudad en Shanghai se alza hoy en día como la ciudad más poblada de China y la tercera del mundo, únicamente por detrás de Tokio (Japón) y Nueva Delhi (India). A pesar de no contar con el estatus de capital, la ciudad está considerada el centro financiero y económico de China, ya que cuenta con el cuarto mayor mercado bursátil del mundo y contribuye de manera esencial en el desarrollo de la estructura económica y social del país. Representando únicamente un 0,06% del territorio continental de China, genera más del 8,3% de la producción industrial bruta, el 25% del valor total de todas las importaciones y exportaciones y un 12,5% de los ingresos totales del país. Por otro lado, este eje comercial se refleja igualmente en la importancia del puerto de la ciudad. Su puerto tanto fluvial como marítimo, se alza como el de mayor tráfico de contenedores del mundo, superando desde el año 2010 al de Singapur y moviendo el 30% de los contenedores totales en el mundo. Este enclave privilegiado permite a la ciudad y al país controlar la gestión de todo tipo de mercancía, además de colocar a Shanghai como centro logístico mundial. De acuerdo con las expectativas demográficas, se espera que la ciudad alcance los 50 millones de personas en el año 2050 debido esencialmente al éxodo rural y a la rápida urbanización de la población. Este problema de superpoblación, unido al envejecimiento progresivo de la población y al desequilibrio de género (que alcanza los 113 varones por cada 100 mujeres), definirá el futuro de la ciudad, tanto en términos sociales como económicos y comerciales, ya que las tendencias en consumo se prevé que vayan modificándose a la par. 6 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA 1.2. El reto del mundo offline frente al gigante online Con un canal de venta online cada vez más desarrollado a nivel mundial, el comercio offline pierde fuerza en cuanto a ventas. Este hecho se acentúa en China, donde las grandes plataformas de e-commerce dominan el mercado gracias a un sistema capaz de identificar las necesidades e intereses del cliente de manera muy precisa. A pesar de esto, el mercado no aísla las transacciones digitales de las físicas, poniendo en valor las ventajas de la omnicanalidad: VENTAJAS DE LA VENTA ONLINE VENTAJAS DE LA VENTA OFFLINE Importancia de la presencia online. Importancia de las flagship store. Compra: más cómoda y con más opciones Compra: percibir imagen de marca y para el consumidor (sin limitaciones experiencia de compra, más sencilla y espaciales ni temporales). fiable (fácil devolución, mayor información sobre el producto: material, calidad…). Ahorro: mayores promociones. Ahorro: sin gastos de envío. Herramientas: Capacidad para acumular Espacio: Capacidad para la organización Big Data, información de perfil consumidor, de eventos y segmentación del público en función de la ubicación. realizar promociones específicas y personalizadas. VENTAJAS DE LA VENTA OMNICANAL Big data: Se acumula información sobre los consumidores que analizándola es muy útil para campañas posteriores. (Ej. Al realizar el pago, localización de clientes para notificaciones push). Puntos de contacto: se incrementan los puntos de contacto con el consumidor sin ruptura entre los físicos y los online. Click and collect: pedidos realizados online que se recogen en el establecimiento. Webrooming: consultas online, compras en establecimiento. Showrooming: probar offline y comprar online. Life streaming: el cliente o la marca muestra en las redes sociales lo que pasa en el establecimiento. 7 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA 1.3. Las dos grandes arterias: concentración comercial West Nanjing Road es una de las calles tradicionalmente más comerciales de Shanghai. Situada entre dos enclaves de gran prestigio, la Plaza del Pueblo (Renmin Guangchang) y Jing´an Temple, se extiende entre ambos sirviendo de comunicación entre ellos. Ancha avenida con grandes aceras, a cada lado de la calle se suceden centros comerciales de alto nivel que albergan las firmas de moda más conocidas del mundo. En los últimos 15 años la calle ha experimentado un constante desarrollo. En el pasado acogía palacetes y casas señoriales, sin embargo, en la actualidad muchas han sido demolidas, transformadas o adquiridas por el gobierno. Destaca el Shanghai Exhibition Centre, antiguo palacio de estilo ruso, que actualmente se usa como recinto para exposiciones. Nanjing Road continúa tras La Plaza del Pueblo (Renmin Guangchang), con el nombre de East Nanjing Road, discurriendo hasta el Bund. East Nanjing Road es una amplia calle peatonal con múltiples centros comerciales, tiendas a pie de calle y restaurantes, este tramo de Nanjing Road se dirige a consumidores de nivel adquisitivo medio-bajo, mientras que los establecimientos de West Nanjing Road se dirigen a consumidores de un nivel adquisitivo más alto. La calle al completo, de este a oeste, tiene una longitud total de 5,5 kilómetros. 8 Oficina Económica y Comercial de la Embajada de España en Shanghai OD RUTA DE LA MODA EN SHANGHAI, CHINA Middle Huaihai Road, es la sección central de Huaihai Road. Middle Huaihai se localiza en el corazón de la conocida Concesión Francesa.
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