Many International Luxury Clothing Brands Are Actively Exploring The Chinese Market.

When consumers in Europe and Japan tighten their pockets, the rich Chinese have released a long store of strength. Their enthusiasm for luxury goods is much better than that of the Japanese. Data from the World Luxury Association show that Chinese consumers are in the market every year. High-grade leather bag Luxury goods such as cars, clothing, accessories and cosmetics cost more than 6 billion dollars. Experts predict that China's luxury goods market It will reach US $14 billion 600 million in 5 years, surpassing Japan and becoming the world's largest luxury trade and consumption center.

Take 2010 as an example, according to the prediction of Bain and Company of consulting agency. American advanced clothing Sales of accessories, tableware, cosmetics and jewellery fell by 16%. Japan's decline was 10%, Europe's decline was 8%, and luxury goods sales in mainland China increased by 12%. Faced with this situation, MimmaViglezio, executive vice president of Italy brand GUCCI and global public relations manager, used the word "explosion" to describe China's luxury consumer market. He said: "in this country, 175 million people are consumers or potential consumers of luxury goods. Even if only 10% of them start to act, that means the sum of the two Hongkong population."

At this time, "going to China" has become a new slogan of many luxury brands. DIOR began to explore the Chinese market in the late 90s. In 1994, Shanghai had the first DIOR shop in China. Now, it has opened DIOR stores in Beijing, Shenzhen, Hangzhou, Shenyang, Chengdu, Dalian, Qingdao, Tianjin and Guangzhou, and a large network has been fully rolled out in cities with purchasing power.

The investment in the store has been very rewarded, and SidneyToledano, chief executive of DIOR, said that DIOR has doubled its sales in China, and the market is developing too fast. "I am referring not only to sales figures, but also to their depth of understanding and purchase needs." Although he did not disclose some specific data, he said he would continue to open new shops in China's potential areas and update those shops already opened.

It is more clear how to emphasize the importance of a market. The practice of luxury brands is usually to open a shop at the same time, holding a great show of great significance. Of course, the soul figure who leads the brand style must appear in this great show. Only in this way can the activity be brought to a climax and leave an indelible impression on people. CHANEL, ARMANI and other brands adopt this way, DIOR is not free from vulgarity, but unlike other brands, DIOR does not use Chinese elements such as Lei Feng hat and cheongsam collar in the works, and DIOR takes another way. JohnGalliano uses the pure French design to display the new French image, which perfectly presents the French craft and talent. He said he wanted to create a "left bank, naughty, new bridge lovers" atmosphere. He believes that this atmosphere can resonate in France or in China. "I think our Paris and Shanghai are sisters - they share the same love and passion, focusing on tradition and innovation." Undoubtedly, he wants to narrow the distance between Paris and Shanghai.

There is no doubt that this attempt has been successful. Everyone knows that DIOR has joined in the scramble for the Chinese market.

In fact, DIOR has been developing well in many markets in 2010. Its net income has increased by 81% over 2009, reaching 1 million 260 thousand euros, and its total revenue has increased by 19% to 21 billion 120 million euros. In the first half of the year, sales of its fashions increased by 10 percentage points to 373 million euros, and sales in their boutiques increased by 17%. These data have also become the biggest driving force for DIOR to start a new campaign in the Chinese market.