SKP, the hottest luxury shopping center in the world, has too many invisible rich people.

Zhu Fan said: SKP shops for all beings.

Not long ago, SKP, the largest shopping center in Beijing, won the "store king" in China for ten consecutive years with sales of 65.438+0.77 billion yuan in 2020, and even beat Harold, an old British department store, to win the "store king" in the world.

According to the data reported by Beijing Daily, in 2020, SKP in Beijing received 150,000 passengers, and its sales increased by 15% year-on-year. Single store sales and sales output value per square meter are the first in the world. Under the epidemic, the purchasing power of cockroaches is stronger than before.

This year, SKP's momentum in Beijing is really fierce. In the context of the global luxury industry recession, there are still many brands stationed in SKP.

DJULA and Messika, French jewelry brands introduced by various fans before, opened their first stores and counters in China in SKP, and Gem Dragon owned by Kaiyun opened its boutique here. Jardin d'Hiver Gem Dragon's back garden is the first store in the world.

What kind of existence is Beijing SKP? Coordinate the Hua Mao business district, the core of Beijing CBD, which is the highest-end shopping center in Beijing. Hermes, Chanel and other first-line brands gather, and high-end jewelry watches such as De Beers and Audemars Piguet gather, making it the most expensive and Versailles shopping center in Beijing.

It is not only the highest density of trenches here, but also the skill of making them queue up, which makes it easy for trenches to waste precious twenty minutes at the door of the store. Almost every time I go to Fan, I will see people queuing in front of, LV and Hermes (although this scene is nothing compared with the celebrations at that time).

Today, Zhu Fan also gives you a glimpse of all the people who shop in SKP, Beijing, and looks at the styles of people who shop in the most embarrassing shopping malls in Beijing.

Hidden invisible rich groups

Yin Hao can wear simple Adinik, but it has a school district with a value of more than 20 million and lives in Shunyi Villa. You can also wear simple and comfortable clothes, but you can't see the brand. To a large extent, it will come from seemingly ordinary brands like Loro Piana and Brunello Cucinelli.

The invisible rich who visit SKP in Beijing can be ugly, can dress simply and keep a low profile, and can't see where the money comes from from the dress, but it is very likely that they will be invited directly into the VIP room when they enter the brand store.

They usually don't carry high-profile bags or even backpacks, and insist on the principle that visiting SKP can realize many functions such as leisure, shopping and walking. After all, carrying a "heavyweight" bag to go shopping is doubly tiring.

Just like in Nothing, Only Thirty, an ordinary aunt can buy millions of golf balls with a grocery bag and sneakers on her back.

In addition to Fan's own observation, when chatting with luxury shop assistants before, many salespeople said that those customers who buy expensive products often don't wear very formal and exquisite clothes, but they are all plain. Generally, they are casual clothes, simple and clean, with no traces of famous brands, and some are particularly inconspicuous.

Audemars piguet's SA said that some people wore clothes like Li Ning and Anta, vests, shorts and slippers, and bought more than one million in succession. A man dressed in ordinary clothes and passers-by swiped his card as soon as he came in. It was a 2 million watch.

Zhu Fan has a rich friend, nicknamed "Young Master". He can be said to be the representative of SKP Invisible Rich Group. There are countless Hermè s at home, and they spend tens of millions on SKP every year on average. Every time they go to SKP, they are accompanied by someone.

According to his description, he goes to SKP N times a year, and he dresses in a low-key and casual way every time. However, it is not to hide people's eyes and ears, but because shopping is really manual work, and it is most important to wear comfortable and decent clothes. So, in winter, comfortable sweaters, sweaters, etc. It can be regarded as a "combat suit" for shopping.

Stylistically, I also prefer to cut clothes that are neat, detailed and designed. For example, such sweaters and coats may look ordinary, but the essence of the brand can be found in the design. Of course, the design of big logo and big logo will not appear in his closet at any time.

Or you often wear Brunello Cucinelli's short-sleeved round neck T and Loro Piana's cashmere sweater. High-quality fabrics and wearability are king. The owner revealed that not only will he like these brands with exquisite materials and simple design, but the older generation are their diehard fans.

Zhu Fan also heard that even SKP's boss is a fan of top brands such as LP and Kiton. Clothes with fancy designs, street explosions and gimmicks but lack of practicality will never appear on their consideration list.

Invisible rich people also have the same style in shopping. For example, last year, Master SKP's highest unit price was jewelry, especially Chopin. Last year, after Bao Shilong opened a boutique, he also went into the pit and received a colored diamond from Bao Shilong.

The place where he buys the most watches is naturally SKP. Recently, I just received Blancpain Pioneer Series 8825- 1530-53B. I started with SKP, and the public price was 165438+ more than one million, which revealed his satisfaction.

However, the largest number of purchases are still fashion brands such as LV and Hermes. Young Master also recommends going to SKP selection and home selection for a stroll, and some exquisite and good things are "one-stop shopping", which is one of the reasons why he likes to come to SKP.

As for the shopping experience, superfine product said: Some people may have complained about SKP's poor service attitude on the Internet before, but they never felt it, because every time someone accompanied them from beginning to end, guiding and carrying shopping bags were meticulous ... inadvertently revealing the taste of Versailles.

Another friend of Zhu Fan's invisible rich group also gave a new point of view, because he lives in the west side (SKP

Located in the east of Beijing), so even if he drives for several hours at a time (counting the time of traffic jam), he will go shopping in SKP. The environment is good, there are many brands and shopping is comfortable, which is the most attractive place for him.

Exquisite women's group

Another large group of people visiting SKP are women's groups. It can be roughly divided into two categories: one is to dress casually, with undiminished taste, and to walk the baby by the way; The other is extremely elegant and exquisite in detail.

Most of the first-class ladies and mothers take 10-year-old babies and slip away while shopping. Parent-child interaction and shopping are right.

They dress relatively casually and pay attention to relaxation and comfort. Many of them wear comfortable and convenient sportswear with sneakers, which makes them feel light, just like wandering around their homes.

Sweater suits in the style of household clothes are popular this year. Zhu Fan observed in SKP that some women and mothers with babies chose such clothes, which was a bit fashionable, lazy and comfortable.

In the collocation of bags, it will not appear more frequently in a book as rumored, such as Hermes Birkin, mini LV bag or light Hermes vegetable basket.

Another style of painting is a well-dressed lady. The owner wears it in Beijing and London. The solid color coat has a high texture and is matched with a simple cashmere sweater and skirt. She walks steadily and easily in high heels, revealing her calves.

(similar in style to Kate)

About the same as this except for thirty.

The company's small partners have also seen senior ladies with Himalayan backs in SKP, and they are well dressed. When she walked into Hermes naturally, the salesgirl even euphemistically left the customers at hand and greeted her.

To say that these two kinds of ladies are the most * * * sexual, they all look very delicate and young, and quite a few of them can survive shopping without makeup. However, we can't see that age is the foundation, and we can't see where the fine-tuning is.

According to a salesperson of SKP, many customers will bring their 14- 18-year-old daughters to shop. Their clothes are mature and their mothers are young. Without rich experience, they really can't tell whether they are girlfriends or mothers and daughters.

However, quite a few women are still busy with their careers. They became lovers of all cabinets in SKP, and realized shopping in a circle of friends and waiting for the online payer to receive the goods.

Buy big brands of local tyrants, such as vegetables.

There are many local tyrants who buy big brands in SKPer, such as buying vegetables, which is also the main force of shopping malls. When new models and display models arrive at the store, they are most likely to place an order within a few minutes.

Their style of painting used to be very recognizable. Wearing a bright big-name logo belt, I can see that my expression is full of confidence and I am always ready to scan the code or swipe my card.

In the past two years, friends in the office saw that local tyrants who bought Burberry bought vegetables, and all kinds of classic plaid items started at once, and then continued to fight with exaggerated bags, revealing the embarrassment inside and outside.

However, this exaggerated style of painting is relatively rare now. After all, the old money painting style is the ultimate goal of local tyrants.

Occasionally, some local tyrants dress up too hard, want to dress appropriately and highlight their identity, but they accidentally dress up as nouveau riche. The little friend who went to SKP to observe said that on the same day, he saw three men carrying wild geese, each with an "H-shaped belt", walking side by side on the first floor of a sea of people, and their arms swinging with the pace were particularly large.

Big-name online celebrity group with new upper body.

What is particularly conspicuous is the online celebrity group with high face value and good figure. The latest and most explosive styles of big names are put on the upper body together, and the painting style is slightly exaggerated.

Balenciaga's full logo sweater and Bottega Veneta's thick-soled Chelsea boots appeared on them, and everyone wore a cool style.

Women may also wear artificial short furs and Fendi presbyopia scarves that are popular this year, and carry a Dior booktote. Last week, the office partner was carrying a booktote and suffered a series of bumps.

Players in the online celebrity crowd often appear with couples, and their delicate but indistinguishable faces do not affect them to become the most eye-catching scenery in the crowd.

There are also many young old couples, beautiful ladies holding a well-dressed man. Sales have revealed to Fan that some young and beautiful ladies wearing jewelry often have an older man around to pay the bill. However, it is often to buy classic models of various brands.

At least one hipster group has a niche designer brand.

Whether on weekdays or holidays, SKPer is always crowded with hipsters who love niche designer brands.

However, they prefer SKP-S, which is just across the road from SKP. Although there are the same big brands here, there are also many design-oriented but niche brands like Gilthunder and Shacai, with much less traffic.

The artistic decoration style of shopping malls and various shops with deconstruction aesthetics are the best background for them to shoot blockbusters ~

Not to mention the simulated sheep "farm" at the door, I believe it has been screened in your circle of friends countless times.

Hipsters often use clothes of niche designer brands to highlight their unique tastes. The main thing is that they must be special enough and have a sense of design, but they can't make people see the brand at a glance.

Wide-profile blazers and handsome square-toed shoes are their favorite ~

However, they may not gain anything here. They will be doubly happy to visit gai in S, where the environment is good, and by the way, go to the online celebrity restaurant on the basement, where the per capita price is friendly.

Elite white-collar workers working nearby

SKP is located in the bustling business district of China, where office workers are frequent visitors.

Most of them are engaged in fashion industry and financial industry. Deutsche Bank next door, the international trade office building that needs a few more steps, or the fashion building that only takes ten minutes by taxi. Celebrities on Guanghua Road want to invite celebrities on Dawang Road to have afternoon tea, so it is likely to be chosen here.

Those who wander down the street are likely to be at the top of the chain of contempt of elite white-collar workers.

Their painting style is very advanced, with textured shirts and well-tailored suit pants, and a pair of high-heeled shoes by Roger Vivier, which are not too fashionable but elegant enough.

(The painting style is similar to Samantha)

SKP has a lot of room for afternoon tea, and TWG Tea opened at the entrance of Hermes may also appear. Not only can you watch the impatient rich people waiting in line at Hermè s leisurely, but you can also quietly take time to chat with your colleagues and girlfriends about the recent appointment of fashion brand designers or the rise of Bitcoin to more than 48,000 US dollars ~

According to the familiar sales introduction, the celebrity strength of Dawanglu is still remarkable, but there are also some elites who have just entered the workplace, such as Chen Ke in the picture book of Beijing women, who will save their own money and then start to brand more classic styles.

But the elite players who visit the store will know that SKP can only pay by WeChat or credit card, and will never ask "Can I use Alipay?" .

-I'm the dividing line of the finish line-

Well, having said so much, it's actually only a small part of what Zhu Fan observed, and it doesn't represent all SKPer. The most important thing in shopping is to be happy, no matter what style, as long as it is what you like and suits you!

Fan, you're welcome. Tell me about the painting style of Beijing SKPer around you ~

Producer of business model: editor Blair | Operation Kien

Source WeChat WeChat official account "Shangfan" (micro signal: bfaner)