International Footwear Luxury Group Came To China To Make A Low-Key Shot.

　　 Recently, the world Luxury goods In an interview with reporters, CEO Ouyang Kun of China Association said: "Germany. Commerce Chamber The French Chamber of Commerce, the Italy chamber of Commerce and other international brands alliance, all want to enter China early, and look for agents four. For the Chinese market that buys nearly 1/4 of the world's luxury goods, luxury goods businesses around the world will not let go of this fat. Some of the luxury goods sold to Europe and the United States have been transferred to the Chinese market.

Facing business opportunities, Hongkong Shoemaker Wang Wei shot quickly. "Under the guidance of the Italy Trade Development Council, we have won more than 50 Italy brand dealership, of which the exclusive agency has about 12 brands." Wang Wei told reporters in the south that these brand legions will be combined into an "Italian brand" comprehensive store to enter China with the overall image of "made in Italy". At present, the first shop of "Yi Shang Ming" has been finalized and settled in Chengdu Wuhou direct selling shoe city, with an area of more than 4000 square meters.

This is a signal that "in the future, more and more international brands will be landed in China in the form of" group ". But choosing a second tier city like Chengdu, "low-key side attack" is extremely dangerous. Liu Hui, chief consultant of Zhao Yi's zero business management consulting company, thinks so.

Luxury group in China

In August 20th, "Yi Shang Ming" held the first trend conference in Chengdu's Wuhou direct shoe city, preheating its first store in China. Parkerson, LatitudeFemme, NilaNila, Boemos and other thirty Italy brand shoes appeared on the stage.

"We have got more than 60% of high-end brand dealership in Italy," he said. Wang Wei, a shoe trader in Hongkong, is a trader of "famous brand". He believes that "the history of hand-made brand Parkerson can be traced back to the Grand Duke of Tuscany in nineteenth Century. Rome's Pope, British Prime Minister, and many European politicians are loyal customers. We hope to cut it from marketing and make it the next LV and GUCCIC. known to the Chinese in 3-5 years ".

"It's easier to make money. Before that, the common practice of international brands entering China was "an agent acting one or two brands". The real big businesses such as LV and GUCCIC leave little room for agents. The two or three line international brand is not as well-known as the domestic first-line brand, and the risk of "putting eggs in one basket" is great. Liu Hui, chief consultant of Zhao Yi's management consulting firm, told reporters that in the same store, relying on high-end brands "point to the surface" rating, attracting popularity; relying on the mass brand to expand sales and make full profits, this is also a sign strategy for the retail industry. {page_break}

More and more international brands have landed in China's "blank market" in the form of "group". For example, the Guangzhou new shopping center, "5 Apron", which was scheduled to open in December 18th, has also brought together a number of international luxury brands, including CASAMILANO, LUXOL88, a luxury luxury store in France. Zhu Zhiwen, director of investment promotion at No. 5 apron, said.

The paradox of "low key"

Behind the transformation of international brand retail formats, the consumption crowd of Chinese luxury goods is expanding and becoming younger. CEO Ouyang Kun, China's World Luxury Association, told reporters that China now has about 200 million luxury consumption population, of which fifty million are the mainstream consumer groups of the rich class, and the remaining 150 million of the potential mass consumer groups are basically white-collar, college students and other young people.

According to this logic, Wang Wei divided the "Yi Shang Ming" into two yuan structure: the popular brand below 10000 yuan and the luxury brand of more than 10000 yuan. "The core of the whole trader is no longer the" low buy and sell "of the past, but WAL-MART's" civilian price "and the" aristocratic marketing service ".

Wang Wei said that after three years of in-depth research, we found that China's luxury consumption has gradually returned from "blindly chasing famous brands" to the essence of "pay attention to cost performance".

But outside doubt, the credibility of this assertion is not high, and even implies a deep meaning of profit seeking. "As we can see, LV chose to build flagship stores in the golden section, heavily advertising, and enter China in a high-profile manner. Why? The psychological consumption of luxury goods is always greater than the consumption of "use value". The so-called "low cost" low-key strategy, many times the agent is not enough funds, eager to sell through large sales to recoup the funds, rather than really out of "brand" considerations. Ouyang Kun poked at the key.

"This is a low-key paradox." Liu Hui further analyzed that if the brand product was poured into the "cost-effective" mining, it would weaken or even lose the "symbolic meaning" of the product, but once the luxury brand did not have "symbolic meaning", it could not become a status symbol, and the product could not achieve "higher price", and the high profit was impossible.