Louis Weedon'S Pursuit Of Mass Line Is Self Searching.

< p > Louis Weedon (LV) has been replaced by Jordi Constance, a 48 year old Spaniard who has been in charge of the company for 22 years. Eve Cassel, a Chinese name Jia Shijie, has officially become the head of the core brand of the world's largest luxury group, LVMH.

This change is considered to be the replacement of milk for bedding.

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< p > < strong > can the new president of selling milk sell LV well? < /strong > /p >

< p > 2011, Lu Wei Ming Xuan group global "a href=" http://www.91se91.com/news/index_cj.asp "sales volume < /a > 23 billion 700 million euros (about 30 billion 700 million U.S. dollars), Louis Weedon contributed more than 37%, Louis Weedon in the group plays a pivotal role and incomparable market influence.

Globally, Asian markets, including China and Japan, account for the largest share.

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< p > the outside world is full of doubts about whether the new president who has no luxury management experience and who is good at selling milk can sell well LV.

Louis Weedon's parent company, Lu Wei Xuan Xuan group, has five major business sectors, including wine and spirits, fashion and leather goods, perfume, cosmetics, jewelry, watches and clocks and boutique retail.

Among them, louvuiten's largest share of fashion and leather goods is the most important department of the group.

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< p > < strong > LV after popularized, it is called "donkey card" attractiveness big drop < /strong > /p >.

< p > unlike luxury goods, the fast moving consumer goods industry is characterized by convenience, low brand loyalty and strong substitution.

FMCG hopes to control the terminal channel through large area advertising and distribution. The main factor that affects the success is high enough distribution rate and effective channel control.

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< p > affected by rapid digestion, LV has opened up more and more stores in China in recent years. Now China has more than 40 stores.

At the same time, the main products in China are low-end products. The high-end custom products are rare in China, so the consumption level of LV consumers in China is not high.

In foreign countries, LV's basic products are many ordinary people and even nanny to spend. In China, LV is ridiculed as "donkey card" because of its spelling and similar spelling.

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< p > in the past, most Chinese consumers thought that LV was a symbol of luxury.

In mainland China, a mid-range LV leather bag costs around 10 thousand yuan, which is expensive for most people.

But in recent years, with rising prices and increasing incomes, many white-collar workers can afford it. This has made LV sell more and gradually lose its sense of mystery and sense of dignity.

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< p > < strong > Shanzhai products emerge in endlessly. Consumers are hard to distinguish between true and false. < /strong > < /p >

"P" started last year, and LV companies, which had been plagued by fraud, launched more activism in China. Some units selling counterfeit LV products were put to court.

Even so, Shanzhai products still have no signs of convergence, and are still selling openly on the market.

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< p > over the past few years, the < a href= "http://www.91se91.com/news/index_s.asp" > the Chinese market < /a > is the evergreen tree of the LV global market and "rocking Qian Shu".

This has also made it a target of interest oriented counterfeiters.

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< p > genuine products are more expensive. With some people's blind comparisons, many people have to choose to buy Shanzhai products.

The prices of cottage products vary widely, but they are much lower than genuine ones.

The lowest is even about 100 yuan, and the high imitation products have more than 1000 yuan.

High imitation products are commonly referred to as goods, whether they are materials or zippers and so on. They are almost the same as genuine products. It is very difficult for ordinary people to distinguish the authenticity from the naked eye.

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< p > LV in China, the anti-counterfeiting action has just started. In the short term, it is also concentrated in the first tier cities such as Beijing and Shanghai.

Nowadays, LV counterfeits are rampant across the country. Many rich people even consider buying genuine products as fake, so many people turn to other luxury brands which are smaller and less copycat products.

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< p > < strong > brand is the core value of luxury goods < /strong > /p >

The main reason why P is willing to spend a lot of money on luxury goods is the core value of the brand. Buying it can prove and enhance its identity.

Because of the popularity of counterfeit goods and the popularity of luxury goods, the value of luxury brands has dropped dramatically. Many rich people have disagreed with LV. They even think that buying LV products is reducing their identity.

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The growth rate of P slowed down in 2012, thanks to the European debt crisis and the slowdown in China's economic growth.

In the short term, it is unlikely that the economic environment will turn better, and the low growth rate of LV will continue for some time.

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Since P began last year, some European countries have been hit hard by the sovereign debt crisis. Consumption in Italy, Spain and Greece is very low.

It is very difficult for LV to maintain its past sales performance in the European market.

In the crisis, the decline in public incomes will generally reduce spending on luxuries and other non essentials, which is a severe challenge for LV and other commodities.

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The P market, which has served as the engine of global luxury growth in recent years, is also facing the risk of decline.

Affected by the economic downturn, LV, which has been making money in the Chinese market in the past few years, has been showing signs of decline.

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< p > < strong > in China, we have entered the two or three line city, < /strong > < /p >.

< p > 1992, LV entered China for the first time.

In recent years, LV has broken through the second tier cities of China, < a href= "http://www.91se91.com/business/" > layout strategy < /a >, and plans to enter three line cities in order to gain higher market share.

But whether LV, which is losing its core brand appeal, can achieve good sales performance in China's two or three tier cities, it seems that the future is not optimistic.

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< p > luxury goods and antiques business are somewhat similar. They do not win by quantity. They are particular about their uniqueness. In exchange for high-quality profits, they will not open for three years and eat for three years.

Now, under the circumstances, LV is promoting low-end products in China, trying to seize more market share, achieve the effect of small profits and quick turnover, and enhance the total profit.

But obviously, this strategy runs counter to the positioning of luxury brands.

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< p > conclusion: at present, LV has fallen into a mass mire in China, plus "a href=" http://www.91se91.com/news/index_q.asp "Shanzhai" /a. Products are emerging one after another, and gradually abandoned by Chinese tycoons.

Because of the European debt crisis and the sluggish domestic market, the company's prospects are not good.

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