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The "LV" Commercial War "1+1+1" Must Be Equal To 3?

2010/8/19 20:38:00 42

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Following the announcement of the 1800 square meter global flagship store in the Mixc, the news of LV buying land in Hangzhou lakeside has been reported, but it has not been confirmed.

Yesterday, lakeside international famous street related personage revealed.

It has settled down and plans to invest 130 million yuan to create a unique image shop in the world. In addition, GUCCI, Cartier and other luxury goods will also be settled.

Hermes

Zegna and so on will expand their faces one after another.

It seems that "LV" is obviously not satisfied with the "entrenched in the area of Wulin business circle". They are ambitious about the Hangzhou market and want to open more stores in the short term. And they have clearly chosen three major business circles in Hangzhou, namely, Wulin, lakeside and Qianjiang new towns. This will not only accelerate the "upgrading war" of the three major business circles, but also will ignite the high-end brand competition between the three business circles.

"LV people" to arrange lakeside famous street

"When the chairman of the LVMH group visited here, he said he planned to invest 130 million yuan to create a unique image shop in the world for LV lakeside shop."

Lakeside international famous street responsible person revealed that LV plans to open next year, covering an area of nearly 2000 square meters, and equipped with a 270 degree lake view VIP center, such a VIP center, is said to be in Asia only Hongkong, China and Japan.

LV opens flagship store.

GUCCI

Naturally, it will not lag behind. 1000 square meters of shops have been identified. In addition, Cartier has also taken 500 square meters of shops.

Hermes and Zegna, which had already been on the lakeside famous street, have expanded their faces. The former upgraded to 500 square meters, the largest flagship store in Asia, while the latter expanded from 400 square meters to 800 square meters, adding more women's clothing products.

No matter whether it is for "LV" to enter or to enhance their image, the peripheral pformation of lakeside international fame street is coming to an end. It is said that the glass dome built according to the design of British Museum can be automatically closed to create a brand new lakeside image, and plans to open a new street at the end of December this year. Luxury stores are scheduled to open next year.

Luxury goods accelerate Hangzhou three business circle "upgrading war"

The lakeside is only one of the "LV" expansion in Hangzhou. From this year to next year, luxury brands will quickly deploy three major business circles, namely, Wulin, lakeside and Qianjiang new towns.

The Mixc has already announced the luxury list of luxury goods. Cartier, FENDI, Zegna, BALLY, Emporio Armani and Coach all have seats. The luxury and big opening plans such as LV and Prada are also in the autumn.

If the Mixc and lakeside famous street can open the advantage of large shops in flagship stores, then the high efficiency of the Wulin business circle will never be abandoned. Many luxury goods brands are also actively expanding negotiations on the land of the Wulin commercial area.

The idea of GUCCI store expansion from one level to two floors is not two days a day, but Cartier and Hermes also have the intention to expand to two floors and three floors. According to legend, LV is currently considering the renovation and renovation of Hangzhou Tower shops.

For a trading area, if there is no big luxury brand support, I am afraid that it will be inadequate. Luxury brand in Hangzhou will speed up the upgrading of the three business circles in Hangzhou.

"1+1+1" must be equal to 3?

It is clear that the luxury brand is expanding without delay. It is clear that it is optimistic about the market potential of Hangzhou. However, whether "1+1+1" will be equal to 3 is also unknown.

LV is only 300 square meters in Hangzhou Tower, but its square efficiency is higher than that of other domestic stores. This year, it is estimated that sales will reach about 280 million yuan, and the sales volume of Chanel will be around 180 million yuan. Can LV's the Mixc store and lakeside shop be able to make the industry's staggering sales like the Hangzhou Tower shop still need to wait and see.

According to the analysis of the industry in Hangzhou, the enthusiasm of domestic consumers for luxury goods has broken out in recent years. It is very similar to that of Japan, and consumers will grow up gradually, and they will gradually return to rational consumption.

Therefore, although the market capacity of Hangzhou is very large, this increase can not be multiplied. It is not easy to increase sales by several times.

On the other hand, three business circles with luxury stores may face a new round of competition, such as competition for high-end products and limited edition products, because not all shops can get the best products, and ultimately rely on performance.