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雅士度 PAULO A. AZEVEDO 总监 DIRECTOR

重塑奢侈 适用陈旧概念“尽管建吧,宾客自然会来”的时代已经

难怪现在一些奢侈物业(酒店、度假村等)基本上

一去不复返,但不幸的是,本地政府和一些热切的

是向高端品牌店铺免租提供商铺,因为如果租户撤

投资者,包括博彩经营商,都不能接受这个道理。

离他们华丽璀璨的购物设施,那将相当尴尬。

而我们现处于一个 “质量创新和打营销牌”的时代。

然而,若涉及奢侈品,在澳门还有很多生意发展

一再复制网罗高端品牌的奢华购物走廊已不能解决

空间。问题是缺乏想象力,以及对于什么能吸引游

问题,因为政治变化和控制成本已经累及和危及这

客,特别是访澳内地游客完全无知,没有相关的知

些国际知名品牌不久前还享有的惊人盈利。更糟糕

识。澳门自身可能没有财政实力, 也缺乏能立即招

的是,一些投资者似乎不介意花费数十亿美元来建

来客户的响亮名牌,但它知道游客的习惯。

设巨型项目,却锱珠必较,不愿花哪怕数百万澳门

没有这种知识的营销副总裁永不会走得太远,

币以有效地推广他们的度假村和酒店。

无论他或她在来澳门之前曾于纽约或伦敦取得了多

十多年前,渔人码头项目已经犯了同样的错误。

少个学位。

Reinventing luxury The era of the tired concept ‘build it and they will come’ has long gone but unfortunately neither the local government nor some of the avid investors – including gaming operators – can accept this truism. We should now be in the ‘quality innovation and marketing it’ era. Replicating the luxury corridors of high-end brands is no longer the solution, as political changes and control costs have been damaging the not so long ago incredible profits of those international names. Worse than that, some investors seem not to mind spending billions of US dollars building colossal projects but avoid spending millions of patacas on effectively promoting their resorts and hotels. The same mistake was made more than a decade ago

with the Fisherman’s Wharf project. No wonder some luxury properties are now basically offering rents to high-end shops for free as it would be quite embarrassing to have their tenants leave their glittering premises. And yet, there’s plenty of business to do in Macau when it comes to luxury products. The problem is the lack of imagination and the complete disregard of knowledge of what attracts tourists – especially from the Mainland. Macau might not have the financial strength and the brand names that should immediately call the attention of customers, but it does know the habits of its tourists. A marketing VP without this knowledge will never go far, no matter how many degrees he or she may have collected in New York or London en route to Macau.


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ESSENTIAL MACAU - FEBRUARY / MARCH 2017  

Launched in 2011, Essential Macau is a bimonthly printed luxury lifestyle magazine targeted at the most affluent visitors to Macau. Contents...

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