Main Topic: Shanghai Dpt. Stores

Hosts: James Stanworth , Clyde Warden

In Shanghai, Clyde and James sit down for a coffee and talk about their posh department store visit. This is ground zero for the international brands' attack on the China market, but what we saw were foreigners and overseas Chinese, tourists, and well, nothing very local. The overriding image is of the globalization of nothing, as there was not a single distinctive image or any localization at all. More like shopping at an airport than anything else.

James' voice is a bit horse after a number of talks and endless introductions, but he gets up the energy to do another podcast.

Clinique had a huge promotion going on, with a clear white motif. Salespeople were all in white uniforms, and sets that looked like the entry to a hospital. This metaphor, based on authority, cleanliness, organization, medical and scientific knowledge is very common and successful in China.
Once again, our video camera failed us, but we came back with stills from the video (sorry about the quality). The camera has been sent off to Sony Land for disciplinary action.
Back at the department store, Calvin Kline wins the Far Out award for the strangest store design. From the conference they attended, James and Clyde discuss research numbers on income levels in China. If you thought income distribution is a problem in the US, China has it in spades.

This feels like an airport terminal.

Photos:

• 1) Entering Dpt. store. 1) Entering Dpt. store.
• 2) The tunnel leads to a large open space. 2) The tunnel leads to a large open space.
• 3) James looks on at the international brand stores. 3) James looks on at the international brand stores.
• 4) Clinique took up the whole central area with a promotion. 4) Clinique took up the whole central area with a promotion.
• 5) The central space is dominated by a cathedral like glass dome--the pantheon of Brands. 5) The central space is dominated by a cathedral like glass dome--the pantheon of Brands.
• 6) From the central space, nearly all the stores can 6) From the central space, nearly all the stores can
• 7) Clinique's promotion looks like a mobile medial unit. 7) Clinique's promotion looks like a mobile medial unit.
• 8) Can it get any more white? 8) Can it get any more white?
• 9) The first floor is dominated by the big international brands. 9) The first floor is dominated by the big international brands.
• 10) Burberry's island, with the store right behind. 10) Burberry's island, with the store right behind.
• 11) The Boss island is a big Ferrari co-branding effort. 11) The Boss island is a big Ferrari co-branding effort.
• 12) Big brands on the first floor, second line brands on the second floor. 12) Big brands on the first floor, second line brands on the second floor.
• 13) CK has an island also. 13) CK has an island also.
• 14) As James swings around, the hard geometric emphasis of the architecture is obvious. 14) As James swings around, the hard geometric emphasis of the architecture is obvious.
• 15) Versace's store. 15) Versace's store.
• 16) CK is most interesting, first showing off large posters of anorexic young people. 16) CK is most interesting, first showing off large posters of anorexic young people.
• 17) A mostly empty store. 17) A mostly empty store.
• 18) At the entrance, a table with a headless model. 18) At the entrance, a table with a headless model.
• 19) The model is laying on the table. 19) The model is laying on the table.
• 20) With legs spread wide. 20) With legs spread wide.
• 21) Hard to miss the message in this store. 21) Hard to miss the message in this store.
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ConsumerCam:

Show Links:

• Ritzer's book, The Globalization of Nothing

Bottom Line:

• Department stores in Shanghai are like department stores everywhere.
• Lots of use of fragrance islands that pull consumers in to the store.
• The islands ease the consumer's entry.
• Lots of co-branding action going on.
• On the first floor, lots of expensive brands, but in the top floor, things fall off quickly.
• The basement and higher floors show a drop off in the big brands, but not much.
• No main discount floor, as often seen in Taiwan and Japan.
• Service is spoty, as is quite normal in China.