Strategy Of Logistics

When the United States fought in Japan, Afghanistan and Iraq, the spearhead was not an aircraft carrier battle group, not a Marine Corps, but an anthropologist.

The Japanese book "chrysanthemum and knives" was completed by an anthropologist funded by the US military.

When the Second World War came to an end, there were two major problems in the US policy toward Japan: one is whether Japan would surrender or not, and two is whether Japan should retain its Mikado system if it surrenders. The US government handed these two questions to the outstanding female class scientist Ruth Benedict. The study was completed in 1944 and published in 1946 with the title of chrysanthemum and knives, which immediately caused a sensation in Japan. The Japanese even think that they really understood themselves through this book.

Developing the Chinese market has always been the dream of Vivienne Westwood.

In Vivienne Westwood Marketing On the bookshelf of director Aragoni's office, there is an English version of Deng Xiaoping. He said he liked Chinese history and culture very much and liked studying China very much.

We do not doubt that he is really interested in Chinese culture. Obviously, however, his most direct motive for studying Chinese culture is to prepare for developing the Chinese market.

In addition to learning Chinese culture, Aragoni also fully investigated. China Market, understand the thinking of consumers of different ages. This preparation has been for many years.

According to Fisher, vice president of Carrie Hui BA International Limited, Carrie Hui Ba is a German listed company as well as a family business. At the nineteenth CHIC exhibition in March 2011, Fisher said: "any ambitious company will not ignore the Chinese market. Our goal is to face the global market, and in the globalized world, it is not globalization without China. "

In order to enter China, Carrie Hui visited 10 years, and opened two stores in Qingdao as an experiment in 2004. "Although the sales performance at the beginning is not ideal, what we value is not a temporary interest, but through these considerations, how to play our core advantage in the Chinese market." Feshir said.

"There are 35 French brands in the CHIC." Gerard Hutino, President of the French Pavilion, President of the company. "Among the more representative brands are DIDIER PARAKIAN, or DP."

DP is a family business. It started business in 1967 and began business in the world in 1989. Since 1991, we have established a partnership with Lafayette department store. In March 2010, China began to enter China. Over the past year, the speed of its development in the Chinese market can only be described by "swift and violent". At present, the cities that have opened stores have Shenyang, Dalian, Tianjin, Changsha and Chongqing, which sell high level women's clothing, and their performance is very good. Sales reached 6 million euros in 2010. In 2011, it will be in Beijing. Changchun Harbin, Ji'nan, Xi'an, Urumqi, Chengdu, Shanghai, Nanjing, Hangzhou and other cities open shop.

In addition to separate market surveys, international giants have also made use of off the shelf market reports to carry out pre judgment work on the upcoming Chinese market.

According to PWC's analysis, there are about 100 cities in China with a population of over one million. Some of these cities have considerable purchasing power. They have no less interest in famous brand products than Shanghai or Beijing people. Under such circumstances, it is not surprising that Cartire has entered China's 22 cities. L'OREAL has not only entered Dongguan, an industrial city in Guangdong, but has even sold high-end cosmetics in Lanzhou, Western China. In this new consumption Kingdom, the front line will move forward step by step.

According to a survey by McKinsey, Beijing, Shanghai, Shenzhen, Guangzhou and other cities now concentrate about 30% of the Chinese rich, but by 2015, 75% of the rich will live in two or three line cities and some non coastal cities. Goldman Sachs predicts that China will increase its consumption of luxury goods from 40 million to 160 million in the next 5 years, mainly in two or three line cities. As the main battleground of luxury consumption, the two or three line cities have broad prospects for development. This is also the main driving force for many luxury brands to rush to China's two or three line cities.

Compared with the high cost of living in big cities, the two or three line urban residents spend less, while those in the oil, electricity and telecommunications industries earn the first tier cities. They also constitute the main force of luxury consumption.

As the main body of the new luxury consumers, the consumption amount of the two or three line cities is almost equal to that of the consumers of the same income in the first tier cities. According to the World Luxury Association's 2010-2011 year survey report on China's luxury goods consumption cities, the top three cities of China's luxury consumption ability are Hangzhou, Wenzhou and Qingdao.

Luxury brands see the disparity between the rich and the poor in China. extravagant Product consumption provides purchasing power.
Luxury brands are pushing forward to the two or three line market. First of all, they see the huge purchasing power of the market. China's rapid urbanization and the growth of wealth outside big cities have bred a large number of luxury consumers in two or three line cities. Bain research shows that over the past 2008-2009 years, more than 60% of China's luxury consumption growth has come from two or three cities, such as Zhuhai, Shaoxing and Wuxi. The sales performance of luxury goods in Zhengzhou, Chengdu and other places also highlights the strong consumption power and business opportunities of the two or three line cities.

Grey income may provide another explanation for purchasing power. Recently, Wang Xiaolu, deputy director of the National Economic Research Institute of the China foundation for reform, released the "grey income and national income distribution". In 2008, the total disposable income of the whole country was 23 trillion and 200 billion yuan. The data of the National Bureau of statistics is 14 trillion yuan. In 2008, the average per capita income of cities and towns in China was 32154 yuan, not 15781 yuan announced by Statistics Bureau. Of course, this report has been refuted by the National Bureau of statistics, but it also reflects the purchasing power of the two or three line cities in fact, which is actually underestimated: This is the place that will really support the rapid growth of big brand sales in the future.

As the main body of new consumers, consumers' awareness of brand and consumption intention in two or three tier cities are also close to consumers in the first tier cities such as Beijing and Shanghai. However, compared with the consumers in the first tier cities, they also have different consumption characteristics. In view of these different consumption characteristics, luxury brands can launch marketing correspondingly.

In the two or three tier cities, luxury consumption is not rational enough. It belongs to the stage of material and conspicuous consumption. It pays more attention to brand awareness and the frequency and quantity of luxury goods. 54.6% of the consumers in second tier cities believe that the price level will not affect their purchase of luxury brands. In the advanced clothing accessories, the second tier cities spend less than 20 thousand yuan per person per year 74.9%, and the population who spend 20 thousand to 100 thousand yuan a year has 23.5%. The annual consumption of 100 thousand to 200 thousand yuan is basically the same as that of the first tier cities.

There is no 100% chance in the world, but abroad brand After this preparation, China has entered the Chinese market, after all, it has great confidence. This is worth learning from Chinese brands. Most of our brands can not do this professionally for the local market, let alone the international market.