文：billy；来源：中国房协商业地产智库平台

一直以来，奢侈品牌在大家的印象中都蒙着一层神秘的面纱，甚至还有人用“奢侈品零售行业”的称谓把它们和普通零售品牌进行区分，并敬而远之。在过去的近三十年来，有机会和奢侈品牌取得合作的也仅限于部分与其门当户对的高端甲方业主。那么，这相对封闭且让多数人都感觉遥不可及的奢侈品招商内幕又是怎样的呢？

今天商业地产智库就为大家彻底揭开这个神秘的面纱——

 

我们所们所说的“奢侈品牌”是指以爱马仕、LV、香奈儿、PRADA和GUCCI等为代表的重奢品牌；和以COACH、MK、FURLA、MCM和KENZO等为代表的“轻奢品牌”，其总数量约100个左右或以内。在另一方面，我们所说的高端商场业主则指的是以恒隆集团、太古集团、新鸿基集团、嘉里建设集团和九龙仓集团等港资及外资背景的开发商企业；和以北京SKP、南京德基、杭州大厦、武汉国广、银泰集团和华润集团等内资背景的单体或连锁开发商企业，其总数量也大约在100个左右或以内。

长期以来，这100个左右的奢侈品牌和这100个左右的高端商场基本上仅限于在这个自然形成的圈内谈婚论嫁，使得圈外的人士愈加好奇不已。

 

 

尽管奢侈品牌和高端商场都属于“高大上”的范畴，但相对而言还是前者比后者更具优势（乙方市场），所以一般情况下甲方主动“出击”的现象较为常见。 以下我们就基于甲方Super Mall Group招商总监Peter Chan和乙方奢侈品牌Ulux业务开发负责人Henry Lee的假设开始这段奢侈品招商的精彩对话吧。

Dear Mr. Henry Lee,

This is Peter Chan, the leasing Director of Super Mall Group writing from Shanghai, I humbly hope that this mail could serve as initial communication.

May I take advantage of this opportunity to briefly introduce our new high-end project Super Mall Shanghai. 

Super Mall is located at heart of Shanghai new CBD Pudong Lujiazui where is about 40 mins driving distance from Shanghai Pudong airport and 30 mins from Shanghai Hongqiao airport and railway station. Most importantly, subway line 2 is directly connected to our B1. 

The mall is planned to open before September 1st of 2020. So far we are in talk with numerous luxury brands such as LV, Prada, Gucci, Dior, Burberry, Coach, MK, Furla, and Tory Burch, etc. The feedback from them are very positive in general. Therefore, we would like to sincerely invite your brand Ulux to join our project. Enclosed please find updated brand-mix layout plan of 1st floor and proposed location for your further reference. 

Your prompt reply will be sincerely valued and highly appreciated, cheers.

Best regards,

Peter Chan

May 2nd, 2019

在以上的信函里，招商总监Peter Chan先生开门见山，表示希望邀请奢侈品牌Ulux来开店。同时也对项目的基本情况作了简单地介绍。此外，Peter Chan在邮件中还着重提及目前项目已经在和众多重奢和轻奢品牌在谈，而且招商工作进行得非常顺利，这是重点。当然另外还有一个重点就是：不管对方是外国人还是中国人，一定要用英文写，一定要用英文写，一定要用英文写！！！！

 

作为礼尚往来，在收到甲方的邀请后，无论品牌方是否看好这个项目，都会意思性的回个邮件，八九不离十应该会这样写：

Dear Mr. Chan,

Your email sent on May 2nd, 2019 has been well received, thanks. We will carefully study all relevant document you’ve kindly provided and, surely will get back to you shortly. As gesture of our goodwill, please also find our brand introduction as attached for your reference.

Once again, thank you so much for your kind attention on Ulux brand, please stay in touch.

Yours,

Henry Lee

May 4th, 2019

在以上的邮件回函中，品牌方的Henry先生不但言辞礼貌得体，而且还主动给对方提供了品牌的介绍，可见他对这个目是有一定兴趣的，这是个良好的开始。然而，在这个时候，招商总监Peter正常情况下不会一兴奋就马上给对方写邮件，这样显得太没腔调，而是会过个两三天再给对方回函，同时也是给对方思考的时间和空间，这就是所谓的“节奏把控”。

Dear Henry,

Sorry for the late reply, as I have being busy receiving brand’s visit one after another recently. 

After studied Ulux’s brand introduction, we strongly believe that your brand’s identity is perfectly matching with our project’s high-end market positioning. 

In order to make one step forward, our General Manager Mr. Denis Yan would like to invite you to visit our project sometime in the coming week so as to understand our project more systematically. 

In this mail, I have pleasure to present our initial offer for Ulux brand as below for your further evaluation:

Unit No.	L108
Area面积	247sqm (Building area)
Lease term租期	3 years
Base rent基础租金	1st year: RMB 60/d/sqm; 2nd year: RMB 66/d/sqm; 3rd year: RMB 70/d/sqm;
Turnover rent抽成租金	15% of monthly sales (before tax); Base rent or turnover rent subject to whichever is higher;
Property management fee物业管理费	RMB 100/month/sqm
Promotion levy推广费	RMB 20/month/sqm
Fit out rent-free period装修期期	60days
Deposit押金	3 months base rent + 3 months property management fee
Hand-over date交接日期	Before June 31st, 202
Opening date开业日期	Before September 1st, 2020

Should you need any further information or assistance, please do not hesitate to contact us at any time, cheers. 

Best regards,

Peter Chan

May 7th,2019

甲方招商总监Peter Pan先生在给Henry的以上邮件回复中体现了几个要点：

1. 邮件的开头就告诉Henry说他最近每天都在忙着接待各种奢侈品牌的拜访，借此向对方表达项目的招商工作开展得非常顺利，如火如荼；
2. 开始把领导搬出来压阵了，同时也暗示对方一个信息：“我们领导非常看好和贵品牌的合作”；
3. 看准时机差不多成熟了，打铁趁热，赶快把商务报价发给对方参考。这其实也意味着甲乙双方已经建立了基本的合作关系，正式进入“恋爱”阶段了；
4. 邀请对方来项目实地考察，希望从书面沟通过渡到当面沟通。

 

作为奢侈品行业资深经理人的Henry，在收到甲方代表Peter的以上邮件之后，当然也不会着急马上回复。正常情况下也会故意“拖延”个两三天或甚至是更长的时间。一方面借此向甲方业主表达“我们不是随便就请得动的品牌”；二来也同样向甲方暗示“我们每天也很忙”（暗示有很多业主业主找他们谈合作）。此外，在这短短的几天时间内，Henry还有一项非常重要的工作，那就是和其他奢侈品牌开发同行沟通，明察暗访甲方的实际品牌招商情况。

Dear Peter.

With regard to your mail and kind invitation sent on May 14th, 2019, please find our feedback as below:

Basically, our President & CEO Mr. Bill Neeson is planning to visit Shanghai market on May 10th, we can meet with you and your Denis on site by passing visit. Here is our Shanghai trip arrangement:

9:25am: Arrived Shanghai Hongqiao airport T2 (Flight No.ZH3005);

10:00am~11:30am: Meeting with landlord of Shanghai Plaza 66;

12:00pm~2:00pm: Lunch time;

2:30pm~3:30pm: Meeting with landlord of Shanghai Kerry Center;

4:00pm~4:30pm: Meeting with landlord of Taikoo;

5:30pm~6:30pm: Meeting with landlord of Supper Mall Group;

6:30pm: Depart from Supper Mall to Pudong airport (Flight No. NU4560)；

8:30pm: Depart from Shanghai to Shenyang city;

If possible, I would much appreciate if you could arrange your driver to pick up us from Hongqiao air port, thanks a lot.

Best regards,

Henry Lee

May 11th,2019

从以上简短的邮件中，我们不难看出这位Henry也是奢侈品行业的“老司机”，因为他已经在回函中很清楚地表达了以下几个信息：

1. 和Peter一样，在适当的时候把领导搬出来，同时也明确表示近期可以来看场，表示对业主的尊重；
2. Henry在信函中所表述的“by passing visit”在中文里是“顺道过来”的意思。从这里可以看出Henry在向Peter透露一个信息，那就是“你们项目并不是我们在上海开店的唯一选择或最好的选择”，借此提高自己的身段；
3. 早上9:25分就从外地抵达上海虹桥机场，开业看出是乘坐早班机，为的是表达品牌方很敬业，每天起早摸黑；
4. 当日在和Peter见面前，“故意”安排了和恒隆广场、嘉里中心和兴业太古汇等地标项目的业主见面，其用意可想而知；
5. 在离开上海前的最后一站才去拜访Peter，而且还向他借了司机全天接送，看起来难免有点“不尽人意”。当然，细心的朋友同时也会发现，Henry安排和太古汇业主的会面的时间只有半小时，而和Peter见面的时间则有一小时或更长，借此再次表达对Supper Mall业主的尊重；
6. 在跑了一天的上海之后，没有安排时间和业主共进晚餐，乘坐晚上8:30的飞机赶往沈阳。一来表示奢品牌不需要吃吃喝喝，二来则借机又一次表达“我们非常敬业”。

 

尽管Henry在邮件中并没有体现太高的热情，但Peter收到邮件后依然喜出望外。因为从他以往的经验可以判断其实Henry和他领导对Supper Mall还是相对感兴趣的，而表面上的不温不火则是奢侈品行业的一贯作风而已。所以他就在当天给Henry回了邮件：

Dear Henry,

I have well received your mail today and, glad to know that your President & CEO Mr.Bill Neeson and you will conduct a business trip to Shanghai on May 14th, 2019.

Our driver Mr.Hou (mobile: 135678766567) will contact you and pick you up from Shanghai Hongqiao airport. Besides, I have also passed your flight information to him.

We are looking forward to meeting with you and your Mr.Bill Neeson on May 14th.

Best regards,

Peter Chan,

May 11th,2019

就这样，甲方和乙方在经过几封邮件的沟通后顺利在2019年的5月14日见了面，这从某种意义上说，双方的合作已经被推进到另一个阶段。从上海回到公司后，Henry心里很清楚在未来的几周内不会再和Peter有邮件的往来，因为他们需要时间对项目进行评估和做内部P&L测算，所以Henry一回到公司后，就马上礼貌性的给Peter写了一封感谢信：

Dear Peter,

It was nice to meet with you and your Mr.Denis Yan in Shanghai on May 14th, we really appreciate your hospitality.

Learned from our site visit, we are glad to know that you have actually signed LOI with numerous luxury brands. We will systematically evaluate this potential opportunity and then get back to you at earliest possible, thanks a lot.

In the meanwhile, please feel free to contact us should I be of any further assistance for you.

Best regards,

Henry Lee.

May 17th, 2019

大约过了几个星期后，Henry自认内部的各项评估工作已经做好了，所以又一次主动给Peter先生写了一封邮件。而且这封邮件将会涉及双方合作条件的深入谈判。

Dear Peter,

Sorry to keep you waiting ,and I hope this mail finds you well.

I am pleased to tell you that your project Supper Mall has in principle been approved by our UK headquarter. Please find our counter offer as below:

 

Upon our counter offer given above, we would like to add another 2 special terms as below:

1) The first floor luxury brand tenants such as LV, Gucci, Prada, Burberry, Celine, YSL, MK, Coach, Furla must up to at least 80% in terms of store quantity;

2) We have no problem to open the store before September 1st, 2020 as you requested. However, we will pay the base rent only if the overall opening rate of first floor is up to 80%;

By the way, kindly please also find our “site hand-over condition” as attached for your study and further reference.

Kindly please reply ASAP so as to make things forward, cheers.

Best regards,

Henry Lee,

June 20th, 2019

看到双方其实都谈得差不多了，所以Henry在以上的邮件中开门见山告诉Peter说，Supper Mall项目的合作“原则上”已经得到品牌英国总部的认可。此外，Henry还对Peter在5月7号给的报价基础上做了适当的“还价”修改。

更加重要的是，Henry还依照奢侈品牌的惯例在还价之上补充了两条特殊约定作为双方签约的前提条件，即：

1，首层奢侈品牌的总数量必须达到80%或以上；

2，等到首层品牌的总开业率达到80%以后才开始支付保底租金。

在邮件的最后，Henry看到双方的合作基本上已经靠谱了，所以还顺便把品牌的“场地移交条件”工程清单（行业内俗称“天书”）一并提交给了Peter。

 

毕竟双方已经进入商务谈判的最终阶段，所以Peter在收到Henry的来信后尽管会满怀欣喜，但仍然还是会等个几天才会给对方答复，毕竟公司内部也要时间进行讨论和决策。

Dear Henry,

Again sorry to keep you waiting. With reference to your mail with counter offer sent on June 20th, please find our reply as below:

Unit No.	L108
Area	247sqm (Building area)
Lease term	3 years+2 years optional to renew
Base rent	1st year: RMB 50/d/sqm; 2nd year: RMB 60/d/sqm; 3rd year: RMB 60/d/sqm;
Turnover rent	13% of monthly sales (before tax); Base rent or turnover rent subject to whichever is higher;
Property management fee	RMB 100/month/sqm
Promotion levy	RMB 20/month/sqm
Fit out rent-free period	90days
Deposit	3 months base rent + 3 months property management fee
Hand-over date	Before June 31st, 2020
Opening date	Before September 1st, 2020

As for “special terms” given in your last mail, we have no problem to accept the first one. Regarding overall tenant opening rate, shall we focus on overall project instead of first floor? Thanks for your kind understanding.

By the way, my engineering director Jerry Yang (mobile: 15098766787) will discuss the “site hand-over condition” with your project team in which I have also included him in the carbon copy of this mail. 

Last but not the least, please also find LOI we prepared for Ulux brand at attached for your further review and perusal. Thanks.

Best regards,

Peter Chan

June 26th, 2019

为了尽快促成合作，Peter在Henry的还价基础上只做了细微的改动。此外，对于Henry在上一封邮件中所提出的两条“特殊约定”也爽快的接纳了第一条，同时还建议第二条中所约定的“整体开业率”由Henry提出的“首层”修改为“项目整体”，因为Peter心里很明白，相比之下，首层的开业率是相对比较难保证的。最后，Peter还顺道把租赁意向书的模板也一并提交给Henry。

 

智库观点：

看到这里，相信大家可以看出双方的合作已经差不多进入了正轨。智库在文章的最后，借此分享奢侈品牌招商工作的几条重点如下：

1. 甲方业主和乙方品牌团队的整体素质和专业水平要基本对等，而且双方都必须要有一定的默契；
2. 在和奢侈品牌谈合作的过程中，所有一切沟通能通过邮件，尽量不要打电话（因为邮件有记录），有能力用英文写，就尽可能不要用中文；
3. 无论在任何场合，只要是双方会面，都必须是西装革履，哪怕是再热的夏天也要坚持，因为这是对彼此的基本尊重；
4. 奢侈品牌的招商有相对比较固定的套路和节奏，而且在流程方面也相对比较完整和繁琐。正常情况下，一般奢侈品牌从接触项目到开店大概需要一年左右的时间，而LV、爱马仕和香奈儿等顶级大牌则需要两年或甚至更长的时间；
5. 和奢侈品牌谈合作的过程中，除了午饭商务招待以外，尽可能避免晚饭的酒桌宴请，也不要涉及贵重礼品的馈赠。

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