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Exploring The Hidden Rules Of Luxury Clothing Distribution In China Market

2010/6/7 8:54:00 42

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The world has experienced the financial crisis, but China is the only country that is growing in the luxury market, a growing market.

In the 2008 chart of the global luxury market, the Chinese market accounted for 10% of the total value of US $27 billion, of which the mainland market was US $15 billion, accounting for 5.5% of the global market.

Lu Xiao, assistant professor of fashion and luxury management, assistant professor of management at Fudan University, and director of Fudan - Bo Ke Ni fashion and luxury management project, said that the Chinese luxury industry will grow by 15% this year. In addition, Macao, Hongkong and Taiwan will probably account for 20% to 25% of the global luxury market in the next five or six years.

That is to say, the purchase volume will be "not too bad" with the Japanese market.

It is precisely because China has rapidly become the most promising economy in the world that the global luxury brands have been striving for a market share in China.

In the first half of a few months, Armani expanded 20% of its business in China. LV and Gucci also expanded their sales networks from the provincial capital cities to the two provincial capitals.

One of the world's largest independent public relations companies, Rhodes The Pr People Consultancy Limited and Asia's luxury goods market, one of the leading companies in the industry - albatross.

Joint business

The 2009 China luxury goods report jointly released by Business Consulting Co., Ltd. in July, conducted a comprehensive survey of one thousand luxury consumers with an average annual income of 240 thousand yuan in terms of consumer confidence, consumer behavior and motivation, and information access channels. Among them, 17 of the second tier cities covering east China, Southern China, North China and West China accounted for half of the total respondents.

The results show that high-end shopping malls are the main channel for luxury goods: 64.5% of the second tier cities believe that high-end department stores are the most important channel for them to understand luxury brands, which is more than 15% higher than that of the first tier cities.

Among them, the most prominent East China region, nearly 70% of respondents are more accustomed to going directly to the major shopping malls to understand the product situation, ask the clerk face to face.

China's limited new high-end

Department store

No doubt they are big.

Luxury brand

The "battleground" must occupy an important strategic position, which is more important to the brand than the simple realization of sales growth.

Brand coverage is only a relative concept.

During this period of economic crisis, LouisVuitton still opened a new store in Qingdao, and was talked about by consumers as "a big brand demeanor". This is the second brand store in Qingdao.

But to many consumers, even in such a big Shanghai, the brand has only one shop.

Dr. Lu Xiao has a macroscopical interpretation of the decision to open new shops for luxury goods. "China has very large domestic demand in the luxury consumer market."

Therefore, all luxury brands must invest more in the Chinese market.

According to industry sources, the cost of brand entry to shopping malls is mainly composed of two parts: rent and sales of housing. Some shops that are newly established and famous are not very large, rents are very cheap, and some of them are only partially extracted according to sales volume.

Therefore, it is not surprising that some luxury stores exist in the east of the same city and shop in the West.

In the case of rent approaching, if any store is to reduce its percentage by 1 percentage points for competition, it will be nothing to decorate and re organize the opening ceremony, and leave the impression that "the economic crisis is still not expanding."