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2009年3月在芭比娃娃50岁生日即将到来之际,芭比娃娃全球首家旗舰店在中国上海隆重开张,该店位于上海繁华地段淮海中路,租用了6层楼合计3500平方米进行品牌产品展示及美容、美甲等服务。然而,仅两年时间,2011年3月7日,这家规模庞大的直营店宣布“永久停业”。这则消息,不仅在零售业界掀起了外资品牌在中国能否适应水土的热议,在玩具业界也引发关注,实力雄厚的芭比旗舰店尚要退出中国舞台,那么经营模式相近的本土品牌生活体验馆路在何方?为此,《中外玩具制造》就这些热点话题,邀请了多位业界人士,请他们谈谈观点与看法,剖析个中原因,共寻未来发展之路。
2009 March Barbie doll 50th birthday approaching the occasion, the world’s first Barbie flagship store grand opening in Shanghai, China, the store is located in Shanghai downtown Huaihai Zhong Road, rented a total of 6 floors of a total of 3,500 square meters of brand products And beauty, nail and other services. However, in just two years, March 7, 2011, this large-scale direct store announced “Permanent Shutdown.” The news, not only set off in the retail industry foreign brands in China can adapt to the hot land and water, the toy industry also raised concerns, the strength of the Barbie flagship store yet to exit the Chinese arena, then business model similar to the local brand of life experience To this end, “Chinese and foreign toy manufacturing” on these hot topics, invited a number of industry professionals, asked them to talk about the views and opinions, analyze the reasons for a total of looking for the future development.