Burberry: Put Down Pride And Return To China.

Recently, Burberry is the largest in the world. Flagship store At the opening ceremony of Beijing's new world store, the 39 year old design director Christoph Barry (Christopher Bailey) used 3D holographic imaging technology to create such a mirage: around 3000 square meters studio hall, up to 3 floors of the giant screen; in the British style music, the night scene of London appeared; the young slim model suddenly collided on the T platform into snowy flowers.

Christof even brought the British band Keane to the scene - Burberry claimed that he had long been closely related to the British music community. The audience knows all about English.

"I am very excited to be back in China." Burberry Global CEO Angela Arend (Angela Ahrendts) said. Five years ago, when she succeeded Rose Marie Bravo (Rose Marie Bravo) as the new CEO of the company, she regarded China as a key market in its expansion territory. After taking office, Angela appointed the 34 year old Barry as the design director, took charge of the brand's design business, and from product design to store design, he was in charge of it. At the same time, he also announced the suspension of Burberry's 35 product categories. She thought brand We must rebuild our image.

In two years, Angela and Barry transformed Burberry into an image of a young brand. But they still can't really control China. For the younger Burberry now, this is a fast growing market. It is very important to please the consumers here.

　　 It has withdrawn the right to retail in China.

In June 2010, Burberry group announced the purchase of 50 stores and franchises with a price of 70 million pounds (725 million yuan). Management Partners Kwok Hang Holdings related assets. Burberry said at the time, "this deal is in line with Burberry's global brand integration strategy, while increasing its exposure in the retail and high growth luxury market." According to Burberry's financial plan, as long as China's luxury market keeps a 10% sales growth, it will be able to cover the cost in 5 years.

The deal is worth the money. Burberry's profit extends from wholesale income to retail sales. The company hopes to earn more than 20 million pounds in the next fiscal year. More importantly, direct control of these stores, then the sales of each store can be directly controlled, real-time feedback.

It is very important to directly control the needs of Chinese customers. In 2009, when the performance of other luxury brands declined, Burberry Europe's performance was relatively good, which is directly related to China. Angela said that Chinese tourists are another big source of Burberry. Over 30% of Britain's business is Chinese. They contributed much more to Burberry when they were traveling. Because of tariffs and other reasons, the average price of Burberry in the UK is about 40% cheaper than the price of Burberry in China.

In 2010, Burberry's attitude toward Chinese also changed from soliciting business to actively catering. Previously, the luxury brand had launched two series of blue and black labels in the Japanese market - sold only in Japan.

The change starts with the flagship store of the new world. Burberry this publicity posture has shown the characteristics of "one family" and is quite close to the people. Barry himself even acted as host in the opening ceremony. He always dares to innovate, is known as the British Tom Ford, the latter has created the Gucci brilliant.

Angela said that Burberry not only considers the Chinese market as a whole, but also needs to consider how to better cater to the tastes of Chinese customers. Chinese people like bright colors and love to keep up with the fashionable trend of the world. For this reason, these factors were taken into account in the 2011 Burberry spring summer series. In addition, Burberry has moved its leading position in digital marketing to China. Data from Boston consulting show that the number of luxury goods stores per capita in two cities in Shanghai and Beijing is now comparable to that in New York and Chicago.

Barry created digital marketing, represented by the "retail theater". The digital marketing revolution initiated by the creative director is ready to let customers see the excitement and ecstasy of new talent as much as possible. Impulsive customers will say "I want this" at the first time, but may forget it later. Burberry is going to keep them at such a time. Similar to the Burberry's flagship store's large LCD screen is an important part of "retail theatre terminal".

The channel of Burberry retail theatre not only includes more than 20 flagship stores in the world, but also goes hand in hand with each other as long as it is iPad or iPhone users. The company is equipped with iPad for the salesperson of Yao Lai Xin Tian, in order to make Chinese VIP customers feel in the first row of the show. In the 2011 spring and summer conference, VIP customers only need to order through iPad, and they can receive new products in 7 weeks, and can also order the style that they do not have in the shop.

Not just Burberry, but the entire luxury industry is in the process of digitalization. Chanel, D&G and Fendi have launched iPhone based mobile phone software. People can query the address of physical stores on mobile phones, tell brands about their long and long history and stories, watch shows and ask designers questions. Chanel and Fendi also shoulder some of the fashion journalists' work, providing a snippet of the preparation process for fashion conferences.

Burberry seems to be more thorough. In 2009, Burberry launched the "windbreaker art". Street filming masters took the fashion show matching with Burberry windbreaker, and young people could view the street shooting through their own iPhone reviews. In March of this year, Burberry Exotic themed video was also featured on Youku, targeting younger and fashionable consumer groups.

In October 2010, according to the latest online shopping survey by PM Digital, Burberry accounted for 6.5% share, ranking only second after Gucci. At that time, Suzy Sandberg, President of PM Digital, said: "luxury brands want to enter the market of online sales, and we must make good use of paid search engines and social media." In addition to opening the homepage on Facebook, in China, Burberry has also opened its own home page on the happy Internet, with the number of fans reaching hundreds of thousands.

Although Angela can break up with her partners for many years, she knows very well that he has never understood enough about the Chinese market. Hongkong's largest single shareholder, Jian Hong, has invested Burberry in his personal capacity.

Yao Lai Group is an agent of Rolls-Royce, Bentley, Lamborghini, Bugatti and Boucheron. As early as more than 10 years ago, Qi Jianhong has started acting in mainland China including Burberry, Davidoff and Bentley. In the 2009 and 2010 quarters, although luxury goods have been retracting agents to become direct battalions, Yao Lai has been making more and more of his business through years of praise and backdoor listing in Beijing's rich circles. The Rolls-Royce brand, the sole agency, sold 223 units in 2010, accounting for 8.2% of Rolls-Royce's global sales.

Burberry flagship store is located in the new world of Yao Lai, which is the group's industry, where most high-end brands are represented by Yao Lai. While investing in Burberry, Qijian Hong also invested in Japanese style Fusion restaurant Nobu, which was invested by Robert Deniro. It also opened near Yao Lai new world and opened in March this year.

At the opening ceremony of the new flagship store, Angela announced that the store will expand from 57 to 100 in the next 5 years. The luxury company began to accelerate its expansion in China.