Thursday, July 02, 2009

名牌爭客戰

上周相約幾位商界朋友午飯,本來安排在尖沙咀,最後走到九龍站的大型商場,禤中怡當然選搭順風車,幸好朋友駕駛技術精湛,差不多繞了一個大圈方見到「真的」停車場入口,途中曾見有停車場入口標誌,但原來有些已封閉,有些則是上蓋豪宅專用的,加上標誌並不明顯,隨時扭錯軚。

或許剛好是午飯時段,停車場內布滿密麻麻的車陣,同行朋友最少繞了三、四圈,依然難尋到一個車位,兼且要更上一層樓,本來早有預算的午膳,竟然因此而遲到,認真失禮!

朋友話,既然商場泊車有優惠,大家當然要用盡,而另一個可能性,就是車主泊車後,轉乘鐵路回中環上班,更為划算!禤中怡屬於無車階級,唯有邊食邊點頭就是。

望一望,該大型商場每小時泊車收8元,早上10時至中午12時泊車,更有3小時免費泊車,而買滿180元還有6小時免費泊車,難怪如此旺場,簡直像名單展銷會般墟冚。

不過,商界朋友就話,高檔消費品市道似乎麻麻,這類走高檔路線的商場自然要想辦法吸引客戶前來,方有購物機會。

他又話,有一個意大利名牌的銷售表現,比以往遜色得多,儘管門市銷售未有明顯降價,可惜要密密找熟客做Private Sale,當然有顯著的折扣做賣點,可見生意難做。

禤中怡認為實體經濟受衝擊屬正常,只是大家炒復甦概念,可惜食飯當日匆匆忙忙,未能在商場逛逛,但近日特意往尖沙咀另一大型商場走一個圈,便知道場面頗為嚴峻,還在6月天的日子中,掛上七折紙牌的店舖已經欠缺任何吸引力,因為邊行邊望見「50% off」的標語在不同店舖內展示,先不管究竟有多少貨屬五折,但割喉式拿錢落袋的心情可見一斑。

有些店舖減價奏效,店內人頭湧湧,最低限度已經營造搶購心理,但在7、8月便開始,掛上秋冬季節新貨時,又如何吸引顧客掏腰包呢?

像由《華爾街日報》選出30隻高檔產品和服務的公司所組成的指數Dow Jones Luxury Index顯示,自08年初曾見1,353點高位後,於08年11月則低見549點,直至今年6月30日的816點計,只是回復了高位的六成而已。

香港衰退尚且未見蕭條局面,但根據萬事達卡(MasterCard)的數據和估計,相信4月美國高檔產品消費較去年同期倒退24.6%,儘管在經濟惡劣環境下,出現下跌實屬正常,但幅度卻認真不小。

當然,蒸發了的財富不代表大戶受重創,且看勞斯萊斯(Rolls-Royce )新型號Ghost可望於9月登場,但該公司已期望新車可以令其營業額翻一番,皆因已收到1,500個落訂的客戶,真的以為是大升市。

至於另一名牌Hermes,則忙於應付在澳洲等地設立的鱷魚養殖場,但並非搞鱷魚湯,而是要配合其價值5萬美元(約39萬港元)的手袋產品需求而已,難得CEO Patrick Thomas話,世界並非處處有鱷魚,除了在股市就例外!禤中怡聽到,不知誰才是大鱷。

(7月2日刊於《am730》)

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