CHINA. Shanghai Hongqiao International Airport (SHA) will issue a tender for two luxury stores at Terminal 2 in January.
To offer a more diverse shopping experience for T2 travellers, SHA is tendering two units in a relatively central position of the south end of the Luxury Brand Boulevard (see details below).
Shanghai Hongqiao International Airport is a major airline hub comprising two terminals. It handled approximately 46 million passengers in 2019.
虹桥国际机场由1号和2号航站楼组成,2019年虹桥国际机场实际接待旅客数约为4600万人次。虹桥国际机场2号航站楼为国内航站楼，每天飞往全国各地的航班在此起降，主要目的地城市包含有北京、广州、深圳、厦门、天津等超过国内50多个重点城市，航站楼内南侧航班以东方航空及上海航空航班为主，北侧以中国国航、南航以及地区性航空公司的航班居多，2019年总接待客流数累计约3741万人，2020年受新冠影响，但在6月开始逐步恢复正常客流。
T2 serves domestic and regional flights connecting Shanghai with destinations across China. It serves flights to and from over 50 large cities including Beijing, Guangzhou, Shenzhen, Xiamen, and Tianjin. The south side of T2 mainly hosts China Eastern Airlines and Shanghai Airlines while the north side is dedicated to Air China, China Southern Airlines and several regional airlines. Collectively, T2 served nearly 37.41 million passengers in 2019.
Business was impacted due to the COVID-19 pandemic in the early months of 2020, but started to get back on track from June the same year.
According to a 2020 research study, SHA T2 passengers were chiefly business travellers, making up around 70% of the total, with 67% of them men and 33% women.
Over 30% fly six times and above each year; while nearly 60% fly three to ten times annually from SHA. The research also found that almost 30% of the passengers earn a monthly income of above CNY15,000 (US$2,350), pointing to strong consumer purchasing power.
根据2020年调研结果，虹桥国际机场2号航站楼客群主要为商务常旅客，男女比例约为67%比33%,商务旅客占比总客流数接近七成；每年航空旅程次数在6次及以上的超过三成；在虹桥国际机场每年乘机次数在3-10次的更接近六成。同时根据2020年调研发现，旅客家庭月收入在15000元以上占比接近三成，购买力非常强。
A roll-call of luxury
The Luxury Brand Boulevard runs across the central part of T2’s Domestic Departure Hall, which passengers can see once they walk past the security area. The floor below the security area features a range of shops housing renowned international brands, echoing the double-levelled structure nicely.
The Boulevard, which boasts over a decade’s sustained commercial development since opening in 2010, now hosts 18 global luxury brands. Six of them entered China for the first time via the airport.
In line with a holistic development plan for the upcoming three years, airport management plan to introduce more top-tier brands within T2 to populate the dual-level structure. They will also bring in another group of luxury brands to enrich the area that now hosts some independent luxury shops.
This strategy, designed to elevate the overall brand image and diversify the brand portfolio, will ensure the best service to passengers who fly from SHA, the airport company said.
一线品牌大道位于虹桥国际机场2号航站楼出发禁区中央区域，旅客们经过安检后，双层店铺映入眼帘，安检平台下方正是一线品牌大道的单层独立店铺，与双层店铺互相呼应。自2010年开航起，经历十年打磨，一线品牌大道不断升级优化，截止目前汇聚了18家国际奢侈品牌，其中6家以国内首店身份入驻虹桥国际机场。在未来三年整体提升计划中，双层模块已基本完成品牌落位优化，拟引入奢侈品头部品牌，同时单层模块亦将引入那些同样落位于顶级高端商场首层的奢侈品牌，在提升品牌形象、丰富业态多样化的基础上，为虹桥的旅客们提供最优质的服务。
在一线品牌招商方面，商业经营团队把引商目标瞄准于恒隆、国金等高端商圈一、二层的顶尖品牌上，并通过不断优化业态组合，结合多样化的推广营销互动，营造出可比肩市区商圈的高端购物氛围。两年来，路易威登Louis Vuitton、古驰Gucci、香奈儿彩妆Chanel Beauty、乔治阿玛尼Giorgio Armani、迪奥Dior Beauty等品牌相继开业，即便在疫情对民航业影响不利的逆境中，仍然有越来越多的“一线大牌”汇聚于这座百年门户之下，组成机场商业的新版图。如今，一线品牌大道的18家品牌中，“首店”占比达33%。大牌云集的结果，带来了规模经营效益的持续递增，甚至超过了品牌引入前的消费预期，
一线品牌大道的两端是楼内客流较集中的黄金三角区，该区域作为一线品牌大道延伸，结合高品质的餐饮业态，包括全球机场首店、亚太区机场首店及国内机场首店的品牌，为旅客们营造出了更加多元化的购物体验，目前计划将于2022年1月发布关于一线品牌大道南端延伸区域中较为核心的两个点位的招标信息，
Top-tier brands sought
Brand selection-wise, the business operations team have set their sights on top-tier brands located on the first and second floor of high-end shopping malls such as Plaza 66 and IFC.
At the same time, management are also working on the layout of shops and implementing diversified, interactive marketing strategies to build a premium retail environment that matches what consumers encounter in downtown shopping malls.
Over the past two years, despite Covid’s impact on the aviation industry, an increasing number of global brands such as Louis Vuitton, Gucci, Chanel Beauty, Giorgio Armani, and Dior Beauty have successfully opened, forming a powerful line-up in T2, the company noted.
Among the 18 brands on the Boulevard, 33% represent China debut stores. The “big brands-studded ecosystem”has brought steady business growth on the whole and turnover has exceeded pre-launch expectations, the airport operator said.
Two ‘golden triangle’ areas featuring increased passenger density sit on respective ends of the Boulevard. As an extension of the Boulevard, these two areas offer an array of good restaurants and cafés, including some making their airport debut globally, within Asia or in China.
Contacts
Project contact person 1: Ma Chengbin
Number: 22381916
Email: machengbin@shairport.com
Project contact person 2：Yang Xiaobei
Number: 22381937
Email: yangxiaobei@shairport.com
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