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World Famous Burberry And Other Luxury Brands Began To Play Solo.

2010/9/6 17:01:00 55

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With more and more wings, the world's famous luxury brands began to play solo.

Recently, Shenzhen can send a complaint by the industrial company to the high-end Korean brand - KANG JINYOUNG brand.

The reason is that SKN brands in South Korea have to release the contract ahead of schedule due to insufficient number of shops.

Subsequently, the reporter visited.

Island City

High end department stores understand that SKN abandoning the agent "solo" is not an example. This year, Burberry and Hugo Boss are busy restructuring and redecorating. In fact, at present, more than 80% of the world famous luxury brands in the island city have been directly operated, and the age of agents has gradually grown old.

According to the analysis of insiders, the demand for luxury goods in China is brisk, and brands are optimistic about this "fat meat" and are prepared to maximize their profits through direct camps.

Witness: Burberry pformation and reloading

Yesterday morning, the reporter came to Qingdao Shandong road Paris Spring Square, the brand Burberry from Britain has already built the enclosure, is under construction.

According to the staff of the shopping mall,

Burberry

The brand has withheld the agency right from the agent, must turn to the direct battalion, plus the storefront is somewhat obsolete, therefore simply takes the opportunity to redecorate.

In Hisense square, Burberry staff told reporters that the store has been pformed from the nature of the agent to a direct battalion, but stores, personnel, prices and other aspects remain the same, "it will only bring better services to customers."

In addition, the reporter also learned from the spring of Paris that Hugo Boss is about to be reinstalled, and the staff said, "Hugo Boss had been operating in the mall for a period of time in the nature of agents, and later withdrew.

Recently, Hugo Boss was again killed in the form of direct battalion.

Reporters learned from relevant news that this year, 50 franchised stores owned by Burberry in 30 cities in mainland China have been converted into direct stores. Its team in the Asia Pacific region will be responsible for the operation of China's Direct stores.

At the same time, brand operators will also fully supervise the development and operation of the sales chain, supply and network market.

Hugo Boss plans to set up a joint venture company in China in the second half of this year to recover its agency power. At present, the agreement has been signed, and Hugo Boss will have a 60% stake in the joint venture company.

Brand name: agent for the protection of image

"At least 80% of the world famous luxury brands on the first floor of Hisense Plaza are direct battalions."

The relevant staff of Hisense Plaza said that as early as the opening of Hisense Plaza, a wave of international brand direct operation has been set up. Hermes and Prada have been directly stationed in the first place. Of course, Burberry and other brands have been gradually pferred from agents to direct battalions.

In regard to the urgent need for brand dealers to reclaim agency rights, Burberry's brand director said in an interview that the right to recall the proxy will keep the brand image, which will help Burberry rapidly expand its market.

Burberry has also started to fight against counterfeit goods.

A responsible person in a shopping mall in the island said that the development of China's luxury market was only 20 years, and in a strict sense it was not yet a mature industry.

In the meantime, there had been a negative impact on the brand image of the agent because of the lack of integrity.

The recovery of agency power can effectively maintain the brand image and expand the "safety" while regulating the Chinese luxury market.

"Brand operators begin to control and supervise the daily operation of stores, which will further improve the service level of the staff in the store, so that consumers can truly enjoy the high-end services of selling luxury brands."

The responsible person said so.

Agent: controlling profit is the end.

Although the right to recover the agency is conducive to the long-term development of the brand, the majority of the industry still questioned the practice of "breaking the bridge" and pointed out the ambition behind the brand.

"The huge potential of the Chinese market is the reason why they really regain the right of agency."

The relevant person in charge of the Shenzhen industrial company said that since the 2008 economic crisis, the luxury goods market in Europe and the United States has been stalled, while the Chinese luxury market has been growing strongly.

As a result, luxury brands can't sit still, so they have to adjust their strategy in China to cater to the trend of the global luxury market and accelerate the layout of the rapidly developing Chinese luxury market.

The withdrawal of agency power can not only control profits, but also have more voice.

The responsible person said that 80% of the world's top luxury brands had already used Chinese agents to open up the domestic market. This year, China's luxury goods consumption has recovered strongly, so that luxury brands have accelerated the recovery of agency rights.