JD ICON SIAM

THAILAND FLAGSHIP – 1st STORE IN THAILAND

OPENING DATE

9th NOVEMBER 2018


STORE SIZE

9737 SQFT, Retail Space 6644 SQFT (Nike Space – 1400 SQFT)


PRODUCTIVITY

USD 3185 / SQFT (annualized)

OVERVIEW OF STORE VENUE

ICON SIAM SHOPPING MALL HAS BEEN CALLED THE “MOTHER OF ALL MALLS” AND IT DOES CHALLENGE THE ALREADY IMPRESSIVE RETAIL MALLS PRESENT IN DOWNTOWN BANGKOK.

IT’S A PREMIUM MIXED USED DEVELOPMENT WITH AN INVESTMENT OF USD 1.5 BILLION. WITH 500 SHOPS AND 100 RESTAURANTS FROM MORE THAN 30 DIFFERENT COUNTRIES, THE SCALE OF ICON SIAM IS UNRIVALLED IN THE THAI CAPITAL.

MALL HAS TWO SECTIONS ICON SIAM AND ICON LUXE. ICON SIAM FEATURES FASHION BRANDS WITH A NICE MIX OF CASUAL BRANDS LIKE H&M AND UNIQLO, THAI DESIGNER OUTLETS AND INTERNATIONAL HAUTE COUTURE. ICON LUXE FEATURES HIGH END FASHION AND EXCLUSIVE BOUTIQUES FROM THE LIKES OF HERMES, DIOR AND LOUIS VUITTON ETC.

MALL ALSO HAS SIAM SOOK AN INDOOR FLOATING MARKET TAILORED TO VISITORS, AN ART GALLERY, EXHIBITION SPACE, CINEPLEX, ARRAY OF RESTAURANTS AND A BEAUTIFUL RIVERSIDE LOCATION WITH VIEWS OF DOWNTOWN BANGKOK.

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HITS

  • FIRST JD SPORTS AND FLAGSHIP STORE IN THAILAND. ALSO, THE FIRST DUPLEX JD STORE IN SEAI (TWO LEVELS)

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  • NIKE RETAIL SALES OF USD1.2 M IN FIRST 14 WEEKS

  • RANKED #4 STORE IN JD FLEET OF STORES IN SEA&I DESPITE PRODUCT CHALLENGE

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  • NIKE AIR IS LEADING THE FW SELL THROUGH IN ALIGNMENT WITH JD POSITIONING OF AIR - AM 97 & VAPORMAX FK ARE THE TOP 2 STYLES IN AIR. AIRFORCE 1 in NO1 FRANCHISEE WITH 12% UNIT CONTRIBUTON IN FW

  • THAI CONSUMERS ARE RESONATING WITH NSW OFFERING - NO 1 CATEGORY WITH 60% SHARE OF BUSINESS. NIKE KIDS IS SHOWING A GREAT TRACTION WITH 15% SOB. FW IS CONTRIBUTING 84% SOB

  • ENCOURAGING RUNNING RESULTS AND POTENTIAL GIVEN THE TRACTION WITH TOON. RESONATES EVEN IN AS CHANNEL. PEG TURBO – 90%+ ST. EPIC REACT @ 8% AND PEGASUS AT 9% AVERAGE WEEKLY SELL THROUGH

  • WOMENS RESONATING WELL WITH THE OFFERED ASSORTMENT WITH SOB OF 29%

  • BIG LAUNCH DAY ACTIVATION BY TAKING OVER TH JD GAME APP (NIKE ONLY) AND GREAT ENGAGEMENT WITH CONSUMERS. WINNER GETS 1 YEAR SUPPLY OF NIKE MERCHANDISE

MISSES

  • MISS ON RIGHT ASSORTMENT LANDING DURING LAUNCH AS DOOR WAS NOT PLANNED FOR HO18

 

  • PRODUCT DELAY AT THE TIME OF LAUNCH DUE TO CUSTOM / IMPORT ISSUES

 

  • SELL THROUGH DATA FLOW DELAYS TO NIKE SYSTEMS

NEXT STEPS

  • SU19 PRODUCT DIVERTS DONE DIRECTLY FROM FACTORIES WITH HELP OF APLA

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  • AIR MAX DAY ACTIVATION LED FROM THAILAND – ICON SIAM WITH SELF CUSTOMIZATION EXPERIENCE FOR CONSUMERS, IN STORE VM, GIFT WITH PURCHASE, AND NIKE LINE COLLABORATION

  • CLOSELY TRACKING REPLENISHMENTS FOR FAST MOVING SKUS WITH JD MERCH TEAM

JD MEGA BANGNA

2nd STORE IN THAILAND

OPENING DATE

29th November 2018


STORE SIZE

5964 SQFT, Retail Space 4075 SQFT (Nike Space – 810 SQFT)


PRODUCTIVITY

USD 3050 / SQFT (annualized)

OVERVIEW OF STORE VENUE

MEGA BANGNA BANGKOK IS YET ANOTHER GIGANTIC SHOPPING MALL LOCATED HALF WAY BETWEEN SUVARNABHUMI INTERNATIONAL AIRPORT AND THE CENTER OF BANGKOK. THIS 35,000 SQUARE METERS LOW RISE SHOPPING MALL IS MAINLY KNOWN AS THE HOME OF IKEA.

 

"EVERYTHING UNDER ONE ROOF" IS THE MOTTO OF MEGA BANGNA AND IN MANY ASPECTS, IT WORKS. IN ADDITION TO THE LARGE DISTRIBUTION CENTERS HOME PRO, BIG C, ROBINSON AND IKEA, 450 BRAND SHOPS SHARE THIS OVAL SHAPED MALL. THE PLACE ALSO FEATURES AN OVERSIZED ICE RINK, A FOOD COURT, A 24 LANE BOWLING ALLEY AND A HUGE MAJOR CINEPLEX. WELL BASICALLY EVERYTHING IS OVERSIZED, EVEN THE CAR PARK CAN ACCOMMODATE 8,000 CARS!

 

THE ACCESS HAS BEEN WELL PLANNED AND FOR THOSE WHO DON'T HAVE A CAR, A SHUTTLE CONNECTING BTS STATION (METRO) AND THE MALL IS AVAILABLE. ITS POSITIONED AS A VERY CONVENIENT ESCAPE FOR LOCALS AND RESIDENTS DURING THE WEEKEND.

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HITS

  • NIKE RETAIL SALES OF USD 650K IN FIRST 11 WEEKS

  • CURRENTLY RANKED #7 STORE IN JD FLEET OF STORES IN SEA & I DESPITE OF PRODUCT CHALLENGES

 

  • CONSUMER RESONATING STRONGLY WITH THE OFFERED FW ASSORTMENT DRIVEN BY AIR - AM 97, VAPORMAX FK. AIRFORCE 1 AS NO1 FRANCHISEE WITH 15% UNIT CONTRIBUTON IN FW

  • NSW IS THE NO 1 CATEGORY WITH 57% SHARE OF BUSINESS FOLLOWED BY NIKE KIDS AT 18% SOB. FW CONTRIBUTING 88% SOB

  • RUNNING IS SHOWING POSITIVE RESULTS AND POTENTIAL GIVEN THE TRACTION WITH TOON. EPIC REACT AND PEGASUS SELLING AT 8.5%+ AVERAGE WEEKLY ST

  • WOMENS RESONATING WELL WITH THE OFFERED ASSORTMENT WITH SOB OF 27%

 

MISSES

  • MISS ON RIGHT ASSORTMENT LANDING DURING LAUNCH AS DOOR WAS NOT PLANNED FOR HO18

 

  • PRODUCT DELAY AT THE TIME OF LAUNCH DUE TO CUSTOMS / IMPORT ISSUES

 

  • SELL THROUGH DATA FLOW DELAYS TO NIKE SYSTEMS

 

  • NIKE IMP FIXTURES ONLY GOT INSTALLED ON 25TH JAN (60 DAYS AFTER LAUNCH)

NEXT STEPS

  • SU19 PRODUCT DIVERTS DONE DIRECTLY FROM FACTORIES WITH HELP OF APLA TO ENSURE PRODUCTS AT RETAIL ON TIME

 

  • CLOSELY TRACKING REPLENISHMENTS FOR FAST MOVING SKUS WITH JD MERCH TEAM

INTEGRATED ACCOUNT TEAM SEAI