Secret: LV Chinese

Chinese Saviour

"Chinese should not pick this, pick that, expensive!"

In April 28, 2010, the first time in 150 years, on the same day, the global luxury brand LV opened two flagship stores in the same city.

In Shanghai, China.

Ten months ago, France owned LV.

It's the first time.

It's Shanghai, China.

That year, the financial crisis allowed

Those of the Spanish king, the crown prince of Russia and the Pasha of Egypt, who once loved the LV suitcase and hermes handbags, are now dependent on the Chinese.

The Chinese have become saviours.

The world is neither flat nor round, but Chinese people, in the world's top luxury hotels, Champs Elysees street and Fifth Avenue.

Almost all luxury stores employ Asian employees, from shop guides to tax rebates, and have Chinese reliable service providers to provide one-stop services for Chinese guests.

Yellow skin and black hair are in these stores.

Not only overseas, but also Chinese.

A hot line in the industry is: at a luxury sale, a Chinese man came in line with LV suitcase and was stopped by the security guard. "Sir, we only allowed wallets in," the man opened the box. "Excuse me, this is my wallet..."

The data behind all kinds of joyfulness scenes is that in the depression of the luxury goods market, only China has grown by nearly 12%, with the consumption volume of up to US $9 billion 600 million (1/4 of the world), surpassing the United States to become the second largest market in the world.

Goldman Sachs believes that China will surpass Japan in 2015 to become the NO.1 of global luxury consumption.

Watches, bags and custom suits priced at tens of thousands of dollars have flocked to China.

Beijing, Shanghai? Not enough! And Wenzhou, Qingdao, Chengdu, Xi'an, Changsha...

Last year alone, the big names of LV global president, Zegna group head and other big brands flew away to shop in person.

However, they found that in addition to those huge LOGO, Chinese people do not know much about these brands.

Even the most famous and largest luxury brand in China, LV, can never be excluded.

As one of the exhibitors in World Expo, Shanghai, the LV Centennial retrospective exhibition is free to the public at the same time.

On display, LV is the most traditional and classic work of this travel brand.

But these expensive and troublesome wooden carrying boxes make most people feel strange.

Many visitors watch and click. "Why, LV is not carrying it?"

This has brought the Chinese people to the stage of luxuries at the moment: carrying LV Hard boxes needs elegance, matching attendants, cars, first class, Hotels with doormen to come out...

It doesn't matter. Let's put LV on our shoulders first.

One hundred million middle class family business

They were warmly welcomed.

China, which has been prosperous for more than ten years, begins to consume with thirst.

It was like entering Japan in 1968 when the economy started to take off. In 1992, LV smelled the smell of wealth and came to China, which has just been established in the direction of market economy.

At that time, only a few rich people in China knew a few foreign brands.

In 1979, Pierre Cardin was invited to hold a fashion show for professionals only in the Beijing national culture palace, becoming the first to come to China.

In the years that followed, Montagut, crocodiles, old men and playboys, which were bought with foreign exchange certificates, became almost status labels.

When LV came to China, the average monthly salary of Shanghai people was less than 200 yuan.

In the past second years, these expensive things led to an argument. The economic daily accused the Seth store, which sold foreign brands, "Seth is too outrageous."

In 2004, when China finally fulfilled its promise of accession to the WTO and opened its market to foreign brands, luxury brands entered China in large numbers.

They were warmly welcomed.

China, which has been prosperous for more than ten years, began to consume with thirst.

In the following year, Shanghai held the first international luxury exhibition. In just three days, it traded two hundred million yuan.

The Chinese have gradually entered the center of the luxury world.

One of the most direct senses is that the brand new conference of all kinds of fashion gossip magazines is no longer dominated by Europe and the United States and Hongkong. Shanghai International Convention and Exhibition Center, Hang Lung Plaza and Beijing China World Trade Center also begin to show up frequently.

In this incredibly expanding market, luxury brands are attacking cities.

The opening speed shows the capacity and potential of the market.

LV has opened 27 stores in 22 cities, and GUCCI has opened 28 stores. COACH announced that it will increase from 25 to 80 stores in the next 5 years.

The heat has spread to two or three cities, such as Changsha, Xi'an and Xiamen.

In 2006, Wenzhou became the first second tier city to be stationed in LV. According to LV insiders, its strategic basis is that since the opening of Hangzhou Tower LV store, its sales performance is far ahead of Beijing and Shanghai, becoming the NO.1 of China.

In 2009, Hurun released the "2009 China's millions of billionaire brand trend reports", which shows that 52% of the Chinese people live in cities outside Beijing and Shanghai. The two or three tier urban residents have higher consumption capacity for luxury goods.

And France's Paris Peregrine company estimates that China's middle-income families will reach 100 million in 2010, with an average household income of 150 thousand yuan and assets of 620 thousand yuan.

These one hundred million middle-class families make China a great care for the global fashion industry.

The year before last, pan arrow, editor in chief of fashion time, was invited to participate in a famous event in Paris.

This is a famous and luxurious baroque palaces in Paris. Each guest room specializes in different perfume according to the guests' hobbies.

Pan arrow notes that the Chinese media alone can enjoy this level of treatment.

The top of Patek Philippe's bone ash table Patek Philippe told pan arrow that Patek Philippe sold 5 Watches worldwide, two of which were bought by Chinese customers.

Hidden luxury purchase

50% of luxury consumption is mainly composed of "gift demand".

If LV is not "rigorous", their performance in China may be even more beautiful.

This is related to a unique, hidden and active luxury market in China.

According to a survey released by McKinsey, 50% of the luxury consumption in China's market in 2009 was mainly composed of "gift demand".

Every luxury store will have a sales peak every March and Spring Festival. It will be the annual two sessions and year-end thanks.

As a salesperson, all you have to do is stand next to the new product.

Jiang Zhaoyang, a former employee of LV store, said that guests who choose gifts are very good at identifying. They do not choose styles, but only price. Because what level of objects are strictly corresponding to what price gifts.

One of the most heroic guests went directly to the high end wall and bought the entire wall product. The price of each package was 2-3 yuan.

The invoice must be opened, which is the key to the basic consumption of business gifts. (you know, because the current tariff system in China, the same product, the mainland price is one third or even higher than that of Europe), foreign famous stores do not provide invoices or bills can not be included in the domestic reimbursement system.

Because few countries like China have such habit of asking for invoices and a tradition of luxury and luxury.

In Jiang Zhaoyang's view, LV is too rigorous to be "too bad". Gift type invoices must list all the shopping items without any omission, and the most convenient "office supplies" invoices for public institutions are not allowed to be opened. "Without this rigid rule, the sales volume of LV will be even higher."

Beijing luxury dealer Qiu Haitao (pseudonym) told reporters that LOGO low-key or simply do not have the luxury brand is the most ideal business gifts, enough grade, and not easy to give gifts to the accident is not right, "especially in Nanjing Jiangning District real estate bureau director Zhou Jiugeng after the smoke."

Vacheron Constantin's watch, LV's handbag, and Zegna's tie are the most expensive gifts for Qiu Haitao. The price of the three gifts is nearly one million, thirty thousand or more than two thousand yuan.

Packaging is also very particular about price tags are generally required to be pasted on the box.

Because he can provide customers with "office supplies" invoices, Qiu Haitao's business is booming. At the moment, his biggest occupation perception is to go to LOGO, pay attention to low-key and luxurious, is the mainstream of international aesthetics at the moment.

{page_break}

The luxury dream of the poor

True and false are secondary. A LOGO that can be carried on the shoulders and can be seen 50 meters away is the key.

Cargo is spreading here to become the most unique scene in the global luxury industry.

The smart and powerful manufacturing capabilities of the Chinese people can deliver everything in the shortest time to the assembly line.

The goods that are similar to the luxuries that can not be bought or bought are born.

The first product was the most common short T on the stall, and a rabbit with a long twist and a "playboy" was embroidered in front of it. Behind it, Pierre Cardin was printed with 20 pieces.

With luxury goods coming to China, Shanzhai factories quickly change the "rabbit" and "crocodile", and produce LV with higher grades and bigger profits.

Located in the Chaoshan area of eastern Guangdong Province, there is a small town of LV. Now it has formed a LV chain with detailed division of labor.

According to the town businessman Li Zhi (a pseudonym), LV's main material, accessories, lining, outer packing......

They are divided into many small workshops.

The style is the new bag shipped back from abroad, sometimes for the sake of time, even for a sample map.

Due to its popularity and LOGO, LV is the most popular luxury brand in China at present A.

Not long ago, a picture of a young woman who begged in the street was used to be a LV speedy 30.

This episode of "LOGO collective fever syndrome" was actually staged in Japan 20 years ago.

At that time, Japan was at the height of the rapid economic development. 98% of Japanese girls had a LV, so that no LV had no face to go out.

This is the LOGO worship stage that Asian people have no luxury tradition and foundation in the early stage of consuming luxury goods. Japan and South Korea have been crazy, and now it is China's turn.

Hong Huang, a fashion celebrity, once commented, "you are Hermes, I am Chanel, and we are all Louis Weidenbau."

The difference between Japan and Korea is that ordinary Chinese can also use LV to realize the dream of their shoulders on the shoulders. The true and false is secondary. A LOGO that can be carried on the shoulders and can be seen 50 meters away is the key.

Those young authentic children

Although they still need to squeeze subway to work, they only travel in economy class on business, but a genuine LV is necessary, and they must also recite the tone of the four week public goods.

For example, on a plane, never eat a main dish that smells of carrot, only coffee or pure water.

In 2008, two things caught Sun Yafei's attention. Gossip and fashion magazines sprang up and were placed in the most conspicuous places by newspaper kiosks. Several luxuries bought by the younger sister in the United States were sold to the Internet several times after being sold to the Internet, and they had been robbed of empty space and earned thousands of different price differentials at home and abroad.

The two combination of Lenovo led Sun Yafei to set up a luxury website in Fifth Avenue, buying out the supply of cooperative luxury brands, selling them online at below the price of domestic exclusive stores, and prospering in business.

At that time, pan Ying, who studied in Sweden, also noted the change in domestic consumption. "Three years ago, more than 400 of the per capita consumption of nightclubs in Beijing has been very extravagant. Now it can only be considered as a middle class."

In 2007, when pan Ying returned home, he immediately built up P1.cn with three partners to imitate the closed private websites of foreign high-end people. Up to now, he has 650 thousand members.

The target audience of these two websites is highly consistent: living in Beijing, Shanghai first tier cities, highly educated, having overseas study background, engaging in decent jobs, earning more than eight thousand of their monthly income or family allowance, average age of 27 years old, young, luxury goods, and spending money.

Among these people, there are some young VIP.

The strong economic strength is obviously not the result of their struggle, knowing that becoming VIP of LV, "even if consumption is 300 thousand, it may not be enough."

They are rich two generation, official two generation, rich wife.

This is a unique and common phenomenon in China, which is undergoing rapid economic development and polarization.

These young VIP will be introduced into the VIP room every time they enter the store. Every two seasons in Paris and New York fashion week, super VIP will receive an invitation from the LV head office. The first class air tickets and the Top Class Hotel have already been booked in advance.

In P1.cn, many well-off families and comfortably off young people only do two things a day: famous stores shopping and online shopping.

However, there are other young people who are trying their best to run good children.

P1 member Yang Shiqi (pseudonym), 26 years old, works in a foreign company in Shanghai, has a big name but never sells goods. Instead, he works hard in the real life to run the image of Du Lala. Although he still needs to squeeze the subway to go to work and travel only in economy class, a genuine LV is necessary, and he also needs to recite the tone of the four week public goods.

For example, a bag dust-proof bag is necessary in the bag, which is put on the bag when passing the security check machine. On the airplane, it never eats the main food that smells of carrot, only coffee or pure water.

Name consumption accounts for half or even all of Yang Shiqi's monthly income. "This is your work clothes, business card and success index. Otherwise, you will be mistaken for an intern or a green hand who is not on the way in the workplace."

These young people constitute the main consumers of luxury goods stores in the first tier cities.

Jiang Zhaoyang once received a girl who was carrying a product into the shop. When she bought a LV of the same brand, she handed it to Jiang Zhaoyang on the shoulder with great pride. "You threw it for me."

From LV to LV

"They expect young Chinese consumers not only to buy LV, but also to appreciate LV," he said.

Luxury consumption, which has become a cultural phenomenon, has aroused the interest of social observers.

In 2009, the luxury research center of foreign economic and trade university was established and began to recruit the first graduate student of luxury management in China.

"Luxury consumption has become a strong cultural phenomenon and economic phenomenon in China at the moment," said Zhu Mingxia, director of the center. "As a highly internationalized University, we have no reason not to seize the opportunity."

Zhang Xiaolin is one of the first students to be sent to Monaco to study luxury management.

There, she found that luxury goods are actually part of the European people's body, cultural deposits, historical traditions and religious bones. "Like breathing air, they will never feel like a LV on their shoulders."

For example, her European friends value the texture and color matching of bathroom and dining utensils, and are willing to spend an expensive price in these two private places. Luxuries are a comfortable way of life for them.

The legendary life of Chanel founder COCO CHANEL has been moved to Hollywood several times. She has enriched the systematic elements of European luxury culture: royalty, upper class, religious belief, fashion circle, polo and even private property.

"The parents and grandparents of the younger generation of Europe have used LV and Chanel, and we all go back to the last two generations and are all dressed in uniform."

Zhu Mingxia believes that the true meaning and spirit of universal luxury must go through a long period in a country with no luxury cultural foundation.

Last year, Zhu Yingyao took part in a luxury exhibition in a provincial capital city in Northeast China, and found that one of the "luxury" displayed in one booth turned out to be tens of kilograms of northeast rice.

Faye Wong, another first graduate student studying in Europe, also encountered embarrassment in the seminar on China.

A yacht industry executive said frankly that the development of yacht industry in China is not optimistic at the moment. "More and more rich people in China, but many are still in the stage of consumption, and are not used to enjoying luxury services."

The vested interests of these strange realities, luxury merchants, are also full of contradictions and doubts. They rely on the survival of the Chinese people, but they are disdain for many customers including the Chinese rich. They even worry that the brand image that has been painstaking for hundreds of years has been damaged.

LV began to work hard to tell the Chinese what LV is.

Li Zhaoceng, 28, has worked as an intern at LV street, incense street.

One day, he received two seemingly ordinary guests. He introduced the history of LV and the spirit of advocating travel.

Soon, he received a call from the guest. The caller was the director of the LVMH group of China, LV, and he warmly invited him to join us.

"They expect Chinese young consumers not only willing to buy LV, but also appreciate LV," Li said. "The new middle class with good education and pursuit of taste will be the core customer group of the luxury group to expand the Chinese market, and it is also a normal and mature pattern of social consumption."

Zhou Zhou, editor in chief of fashion gentleman, believes that time and stability are important elements of achieving luxury.

In the current pitional period of China, everything is turning too fast and too urgent for all the impetuosity to stop.

In recent years, Chinese people have begun to appear in the LV's list of high-end custom boxes.

Patrick, the fifth generation of LV, told Zhou Zhou that a Chinese guest impressed him most last year in the order of the global boxes he received.

The Chinese tycoon likes watching TV and drinking coffee. Patrick designed an oversized case for him, which contained two super large TV screens, a DVD, a solar panel, a satellite receiver, and a coffee machine that could only provide water automatically, so that his owner could drink a cup of coffee and watch TV at any time even in the desert.