上海淮海中路高奢成色不足，“东方香榭丽舍”何去何从

Core Insights - Huaihai Road, known as the "Oriental Champs-Élysées," is experiencing a decline in its luxury brand presence compared to other commercial districts in Shanghai, such as Nanjing West Road and Lujiazui [1][6] - The evolution of high-end commercial development on Huaihai Road has led to a clear "polarization," with the eastern section seeing a shift towards office-centric developments and the western section revitalizing the shopping ecosystem through new commercial formats [2][4] Group 1: High-End Commercial Landscape - The eastern section of Huaihai Road has seen flagship stores of luxury brands like Louis Vuitton and Zegna close, leading to a "high luxury vacuum period" [4] - The western section, particularly IAPM, has attracted significant foot traffic and a mix of mid-range and light luxury brands, filling the gap for a comprehensive shopping experience [4] - The overall decline in high-end commercial appeal is attributed to changing market dynamics and consumer preferences, necessitating a shift from merely counting luxury brands to creating unique commercial allure [6] Group 2: Non-Standard Commercial Development - Post-2010, Huaihai Road transitioned from traditional department stores to non-standard commercial formats, becoming a testing ground for innovative retail concepts [9] - Projects like Huaihai 755 and TX Huaihai have successfully attracted younger consumers, with Huaihai 755 seeing a threefold increase in foot traffic after its transformation [9][10] - Despite the success of non-standard projects, challenges remain regarding customer flow stability and operational consistency [11] Group 3: Brand Flagship Stores and Ecosystem Challenges - Flagship stores on Huaihai Road have evolved into large-scale advertising spaces, but many traditional brands face challenges in adapting to new consumer expectations [12][15] - The lack of cohesive branding and thematic collaboration among different consumer demographics has led to a fragmented shopping experience [15] - The commercial ecosystem is further complicated by the insufficient coverage of flagship stores compared to other global shopping streets, leading to a disconnect between potential customers and available offerings [15] Group 4: Future Directions - The challenges facing Huaihai Road in becoming a world-class shopping street include long pedestrian experiences, uneven commercial atmospheres, and a lack of cohesive branding [21] - Learning from Tokyo's Omotesando, Huaihai Road could benefit from segmenting its main street to enhance consumer experience and engagement [22][25] - Future developments should focus on creating a symbiotic relationship between the main street and surrounding areas, fostering a diverse and integrated shopping ecosystem [25]