PK, Expo 2010 Italy, France

LVMH is one of the four leading sponsors of the French Pavilion.

The exclusive exhibition LV has an independent exhibition area.

The French are romantic and worthy of the name.

The French Pavilion is a building floating on the water. When you enter the entrance, you can see the green plants, which highlight the style of French courtyard and conform to the concept of Chinese landscape.

It is designed perpendicular to the viewing platform on the horizontal plane, which mimics the structure of Chinese quadrangles.

In the French Pavilion, a collection of works from several famous masters in France, including the "night bell" by Miller, Manet's balcony, Van Gogh's Al ballroom, Cezanne's coffee pot woman, Bonnard's costume room, Gorgon's meal, and the sculpture of Luo Dan, bronze age, are displayed on the French Pavilion.

Each of these works is worth more than 100 million euros.

They never left France together, but this time they came to Shanghai together.

In order to introduce modern art, in June, the French Pavilion "focus area" specifically launched the French contemporary art boutique - 2009 Marcel Du prize winning four entries for French artists, including the winner of the grand prize, Saldanha.

Marcel Du, a founder of the French Art International Communication Association (ADIAF), is one of the most prestigious awards in contemporary art.

With the theme of "Better City, better life" in World Expo this year, the theme of the French Pavilion is "emotional city".

French perfume is famous all over the world.

So in the French Pavilion, the French Pavilion perfume was also introduced.

The French Pavilion of World Expo, Shanghai can tell you that some countries produce business cards, while France perfume, because France needs to express the characteristics of its "Sensual City".

A box and bag from France also make fashion fans all over the world crazy, yes, that's LV.

LV belongs to the LVMH group, which is one of the four chief sponsors of the French Pavilion. LV has become the sole luxury brand of the French Pavilion and has a special exhibition area.

The whole exhibition area of LV is about more than 20 square meters, which is adjacent to seven art museum exhibits.

The entrance to the LV exhibition has copied the entrance of the Paris subway station designed by Hector Guimard Guimard (Hector Guimard) with the new art style (Art Nouveau), and created a vivid visual effect combined with the latest LV 2010/11 autumn and winter fashion video.

With the help of advanced digital projection technology, this exhibition area makes people's perception of space constantly changing and bringing people into a journey to Paris.

The journey through Paris and Shanghai is led by a dancer, collecting stars that are pformed into Monogram flowers from a LV handbag and affixed them to a suitcase.

Then the suitcase burst open and a golden rain spread.

And the whole exhibition area is most conspicuous than the large suitcase with LV specific LOGO in the center of the exhibition hall.

The French Pavilion of Shanghai World Expo can introduce: "for France, Shanghai World Expo is a very important historical point. We believe that World Expo will be different from Paris and World Expo in 1900.

The economic crisis has brought some difficulties, but the more we face the crisis, the greater the need for large-scale activities, because big activities will give us confidence in the future.

It is also reported that during the period of World Expo, LV also carried out the "LV one hundred year Expo review Exhibition" at its store in Shanghai Heng Long square.

The exhibition shows more than 20 precious bags, which have been shipped to Shanghai by the LV Museum of Asni e res, France, and have been exhibited at the Expo.

Jia Shijie, global chairman and chief executive officer of LV, said: "we are honored to bring our expectations of luxury goods to 2010 World Expo, Shanghai.

China is one of the most important markets in LV, where people appreciate real excellence and exquisite craftsmanship.

We are very glad to use the opportunity of the Expo to further deepen our ties with the city of Shanghai and even the Chinese people.

Italy Pavilion deducts fashion and shoe culture from many angles.

Concierge uniform is designed and made by PRADA.

If you want to ask the pavilion which is designed to be meaningful, then the Italy Pavilion can not fail to say.

The Italy Pavilion covers an area of 7800 square meters, with the theme of "people's city, enjoying Italy's way of life" as the theme, explaining the culture of all aspects of Italy.

Such a pavilion with interesting life goes in from the entrance. Besides the eye-catching dome of the Florence Cathedral designed by Brunelleschi, it shows the fashion culture to the whole world.

At the Italy Pavilion, 4 giant models displayed on the central square of the exhibition hall and their clothes were very eyed.

The 4 models are all 3.5 meters tall, and the fashions worn on them are naturally of the same size.

The first black black lace and lace dress was designed and made by Dolce Gabbana. Zegna displayed a black single button large lapel suit and two button long coat; Prada showed a blue crystal bead like fashion; Versace displayed a typical Chinese red single shoulder wrinkle long dress.

According to the introduction, the 4 brands of Dolce Gabbana, Versace, Prada and Zegna all inspired the fashion design from "fun life".

In addition to these 4 models, the Italy pavilion's right-hand side of the door shows the fashion walls of the fashionable clothes.

The costumes on this wall are evening dress, suit and so on.

There are about 22 models and 11 groups of models on clothing walls.

The 4 models and 22 models of regular size reflect the pride of Italy in its fashion.

Apart from showing fashion culture, the Italy Pavilion also shows its equally handmade footwear industry.

Salvatore Ferragamo's shoes have long been popular among celebrities.

In a special exhibition hall of the exhibition hall, there is a dark red heel shoe with a length of one meter long and a heel of about one meter tall.

Wrapped around a meter high heel, dozens of pairs of latest styles of sandals are displayed.

According to the introduction, from the opening day of World Expo to May 15th, visitors can observe the shoe making process of Ferregamo handcrafted master at the production craft Laboratory of Italy Museum. The lucky draw can also get a pair of Ferregamo shoes.

From June 16th to June 31st, the teacher from the Italy Institute of handcraft garment production also showed how to make senior men's wear.

In addition, the uniform of the concierge reception staff of the Italy pavilion was specially designed and produced by Prada.

Their uniforms are made of fabrics such as satin and elastic silk, and highlight the fashionable and elegant images of the concierge receptionists in Italy museum through the bright and vivid coloring of rose red, white and metallic colors.

Men's uniform shoes are nylon and embossed leather sports shoes. Men's uniform shoes are nylon and top leather. The two uniform shoes are decorated with gray and white coloring, and women wear silver ornaments.

In addition, the uniform is equipped with a silver skew spanning shoulder bag, the classic Prada parachute canvas series.

In 2010, Belyanmino Koundieri, general representative of the Italy government of World Expo, Shanghai, said: "we are particularly proud to have partners like PRADA. PRADA is one of the most representative and popular brands in Italy."

Like France, at such a special occasion, the Italy Pavilion so heavily publicized Italy's manufacturing, and also expressed its extreme interest in China's consumer market.

Reporter's line of sight

Many friends who have been abroad have feelings. Now, in front of the luxury stores in France and Italy's most famous commercial streets, long queues consume, many of them are Chinese.

In China's local market, consumers are more enthusiastic about such brands.

According to the World Luxury Association report, global sales of luxury goods have slowed down significantly due to the financial crisis.

In 2009, global luxury sales fell by about 8%, to $230 billion.

Specifically, sales in Europe, Japan and the United States dropped by 8%, 10% and 16% respectively, and this year, China's luxury sales rose by 12%.

As of December 2009, the total consumption of luxury goods in China has increased to 9 billion 400 million US dollars, with a global share of 27.5%.

China surpassed the United States for the first time and became the world's second largest consumer of luxury goods, after Japan.

At the same time, according to the association's forecast, the total consumption of luxury goods in China will reach 200 billion yuan in 2010.

By 2015, the share of the global luxury goods market will reach 32%.

In the next 5 years, China's luxury consumer market is expected to reach US $14 billion 600 million, which will occupy the first place in the global luxury consumption market.

Obviously, LV is well aware of the importance of the Chinese market and is well aware of Chinese consumers' fanatical pursuit of international luxury brands like them.

With the auspicious auspicious day of World Expo, they should obviously promote themselves, and at the same time, speed up the expansion of the Shanghai market and the Chinese market.

LV's first store in Shanghai is located in Hang Lung Plaza, Nanjing Road, which is the most famous luxury brand gathering place in Shanghai.

Because of the Expo opportunities, Hang Lung Plaza will soon upgrade its original LV flagship store and pform it into one of the 20 only flagship stores in the world.

While planning to upgrade the old store, LV also accelerated the opening of a new store in Shanghai.

During the Expo, LV's new flagship store located in Shanghai Li Bao Plaza.

The flagship store has an area of over 1500 square meters, the largest global store in China, and sixth flagship stores and thirty-first exclusive stores in mainland China.

In addition, the SHANG Jia center invested by LVMH group has broken ground in Hongqiao, Shanghai.

In the future, top brands such as LV, FENDI and Givenchy will set up shop here.

Zegna has also opened the first global concept store in Shanghai, which is divided into two layers, with an area of about 1100 square meters.

The global concept store is Zegna's fifth concept store with Peter, Marino, after Milan, New York, Shinjuku and Hongkong.

Shanghai Plaza on Huaihai Road in Hongkong also attracts many first-line brands.

Cartire flagship store, known as the world's jewellery king, has opened the world's top watches, watches, leather goods, glasses and perfume. The US brand Tiffany has opened 600 square meters of flagship store here; Coach has also opened the first flagship store in mainland China.

Armani's new store will also enter Hongkong square.

It is also understood that the five major shopping malls along Nanjing West Road in Shanghai are expanding the storefront for international brands to upgrade their flagship stores to the world flagship store.

Even some cheap fashion brands such as Mango are also optimistic about the Chinese market, the outlet of the Spanish National Pavilion, displaying and selling Mango brand clothing.

Founded in 1984, Mango began to enter the Chinese market in 2002. Now it has opened stores in Shanghai, Beijing, Shenzhen, Guangzhou, Chongqing, Hangzhou, Dalian, Harbin, Chengdu and other cities.

It has shops in Hong Kong Hui square, Raffles Plaza and nine sea Baisheng shopping center in Shanghai. There are shops in China World Trade Center, Dongfang Xintiandi, new world department store and Xizhimen Jia Mao in Beijing.

At present, it has 1392 stores in 95 countries.

According to the brand development plan, Mango will increase to 1500 stores worldwide this year.

2010 is a key year for Mango to expand its market in China.

In this year, Mango will open at least 15 stores in the Chinese market. The important cities in Xiamen, Qingdao, Ji'nan and Zhejiang will be their key strategic cities.

In Mango's view, China will become one of its largest markets in the world.

When all kinds of international brands have been betting on the Chinese market, when most Chinese consumers are still very keen on these international brands, in the face of such a trend, a group of local clothing brands that belong to China do not know whether they have prepared enough to cope with more intense market competition?