The Secret Of Chanel'S Hundred Years' Classic Brand To Keep Youth Forever

< p > every era will produce new popular brands, but few brands can last for hundreds of years.

For those Chinese brands that have been founded for twenty or thirty years, it is time to learn how to become a centenary brand.

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< p > in many industries, the top brands are usually consistent with the oldest brands.

For example, Hermes, a luxury brand, was founded in 1837. The luxury car brand Bugatti was founded in 1909, and its Wedgwood was set up in 1759 for the royal family.

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< p > interestingly, these "senior" brands can not only keep classics, but also resist the business cycle most.

In the global economic downturn, sales growth in the third quarter of < strong > a href= "www.91se91.com/news/index_f.asp" > Hermes < /a > /strong > 24.4%.

During the Japanese economic crisis in 1990s, nearly 200 thousand enterprises in Japan went bankrupt, while 30% of the longevity enterprises maintained growth. Overall, 80% of the longevity enterprises kept good management.

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< p > these hundred years brands have their own business secrets.

Some have experienced many product lifecycle, just like Ford's classic insight, "when people want only a faster horse, I give them a car"; some products that choose to focus can stay unchanged for a long time, for example, since the beginning of 1899, the company has always produced the fruit company which is related to the western red persimmon products, and the yako yako, who has been "beef covered rice for 80 years".

The development of IBM's punched card and commercial typewriter business from 1911 to 1990s, and the pformation of software service consulting are actually focused on "Smart Life".

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< p > < strong > 1, do not forget Xin Xin < /strong > /p >

< p > as a real brand connotation, the influence of its founder is inevitable.

What kind of personality and attitude does a brand founder have, most of them give one or two of their brand.

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< p > Chanel's founder, coco Chanel, has legendary stories, pursuing freedom but being sentimentally attached to men; she is strong and independent but has a full feminine flavor.

This also gives the brand a kind of unruly image.

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"P > cocoa Chanel's pet phrase is" fashion is fleeting and style is perpetually ". Until today, this is still the guiding force behind the brand.

What is equally important to Chanel is its creative director, Karl Lagerfeld (Karl).

Lagerfeld), and he has always followed this motto.

From his costume, he can peek, and the iconic silver horsetail, dark sunglasses and black suits become the most striking men in fashion.

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< p > a legendary founder can enable consumers to understand more brand positioning and spirit.

Another kind of brand inheritance is from "forget your heart".

In Patek Philippe, there are 10 hundred years of values that remind Patek Philippe's successor not to forget the original intention of "making the highest quality list".

By now, everyone in Patek Philippe has said that their love for watches is much higher than that of money.

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< p > < strong > 2, focus on < /strong > < /p >

< p > luxury brands founded and run by family businesses are usually concentrated on one business.

Philip Sten, former chairman of Patek Philippe, was also invited by other companies to design Patek Philippe's diamonds and perfume, but he was rejected.

"This is not Patek Philippe."

Philip said.

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< p > focus enables these enterprises to better study their own products and technologies and reach their peak, thus laying their absolute position in this industry.

The two door sports car is the insistence of Ferrari and the racing lineage started by Enzo Ferrari, the legendary legendary founder.

Ferrari's chief executive of the world has also repeatedly reiterated that Ferrari does not make SUV or four cars.

In fact, the luxury SUV boom led by Porsche has led many brands to "put down their pure blood and conform to market demand".

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< p > Ferrari China President fan AI Wen (Edwin

Fenech says that they have only one goal and are constantly satisfied with people's needs. This is a never-ending thing, as long as your needs are about sports cars.

"We only do what we will do, and we are good at running sports cars."

All business decisions of Ferrari are based on pure and passionate racing lineage.

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< p > focus can also make brand positioning more recognizable.

"If I go to a fish themed restaurant, I will not order pork, but I hope I can eat the best fish.

You're looking for Ferrari, and what we know is the top sports car. "

Fan AI Wen said.

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< p > < strong > 3, creating a sense of belonging < /strong > /p >

< p > whether it is Hermes package or Patek Philippe watch, consumers need to wait for a product for a long time.

And it is better to give up sales and maintain quality, which can ensure the highest quality of products, and also make products more exclusive.

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< p > it is often a matter of two or three years since deciding to buy Ferrari to finally usher in a new car.

Fan Aiwen said, "Ferrari is a dream, waiting is part of realizing dreams."

Owners are willing to wait, because Ferrari will become their "personal property" and become the real only two in the world.

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< p > in the Malanello town of Italy, all the world's cars with the sign of jumping horse are built at Ferrari headquarters here.

The foundry is the soul of the car, the engine, the loud horseback is the sign of Ferrari.

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< p > each engine adopts different moulds, and the die is not pressed by the machine. It is all manually polished by workers.

Each accessory is made by hand, unique.

This makes the engine the most sexy part of Ferrari, rather than the tedious product on the pipeline.

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< p > Ferrari's bodywork factory is not only a masterpiece of aerodynamics, but also an art studio.

Instead of building a car here, Ferrari is building a sculpture by hand. Its goal is to make every sports car a piece of art produced in Italy.

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< p > for any brand, the product is the core.

Products that are consumed for a long time must be worth waiting for.

Hermes CEO Patrick Thomas (Patrick)

Tomas said that Hermes will go to Australia, Brazil and other countries to find the best raw materials so as to ensure that the products manufactured by Hermes are top-notch in the whole industry.

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Less than P, they even feed crocodiles themselves to meet 50 thousand dollar crocodile skin handbags.

"Because you may spend forty or fifty years or even pass it on to your daughter, but the product can still maintain high quality."

Thomas said.

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< p > < strong > 4, choose CEO < /strong > /p >

< p > these hundred years brand also has many crisis moments, and some are easy to master.

In 1990, the trademark rights of Bugatti were bought by Italy industrialist Romano Adi Ollie, rebuilding Bugatti Motor Company in Italy, and producing the world-famous EB110 series super sports car. However, due to poor management, it was bankrupt in 1995.

It was bought by Volkswagen Group in 1998 and is now under the banner of Volkswagen.

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< p > maintain the due profit and avoid the crisis of the company's business and make its brand fall into the hands of others.

In modern enterprises, many of them are two sets. The chairman is mostly family heirs. They know the history and spirit of the brand very well. CEO is responsible for the financial work. Introducing modern management system helps to make the company more successful in its operation.

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< p >, therefore, it is particularly important to carefully choose the top leaders of enterprises.

Hermes's incumbent CEO Patrick Thomas is not a member of the Hermes family.

In Patek Philippe, apart from family members who will inherit the position of chairman and publicize the spirit of Patek Philippe, there are also CEO to control daily operations so as not to run into crisis.

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< p > < strong > 5, keep up with the trend < /strong > < /p >

Are longevity brands P serious and conservative? In fact, they can plunge into the "bold plan" at a critical moment in history.

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In May this year, Chanel made an extraordinary move in its 91 years of creation: choosing male spokesmen for < strong > a href= "www.91se91.com/news/index_f.asp" > Chanel < /a > /strong > 5 perfume.

Brand Pitt became the first male to speak of women's perfume.

After the first launch of mixed fragrance perfume, the first time with digital naming, the first time with the minimalist bottle design, and the first TV advertising launched by perfume, etc., Chanel 5 continued to write its own classic and subversive image.

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< p > Burberry chief creative officer Christopher Bailey simply calls herself half digital, and wears headphones almost always.

MP3, Facebook, he's always online.

He also used Burberry's centenary store to create a "fashion shop for the future world".

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< p > there are nearly 100 invisible screens in the flagship store in Regent Street in Britain. For example, the handle bag is placed on a pparent square table. The mirror on the side becomes a screen for playing the hand made image. In the fitting room, a windbreaker is hung on the coat rack, and the display in the mirror shows the picture of the super model on the starting cloth.

In this store, even the traditional cash register was cancelled, sitting on the sofa, drinking coffee and holding it.

IPad's clerk completes the paction.

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< p > "they know how to maintain the brand, not only to maintain the classic style, but also to add new technology to new products."

Lu Yu, partner of Boston consulting company, said.

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< p > < strong > 6, attracting the new generation < /strong > < /p >.

The price of P? High price doomed the high-end brand to be a game of rich people? In fact, Ferrari divided its target audience into two categories, customers and fans.

In the latter, the energy invested is no less than that of the former.

Ferrari never advertises. It has its own way of appealing to fans.

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< p > the Cartire Treasures Exhibition of the Imperial Palace opened up the first step of the brand exhibition in China. After that, LV entered National Museum and SWAROVSKI exhibited at the Shanghai Exhibition Center. The exhibition was about the product itself.

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< p > Ferrari also held a 3 year Ferrari legend exhibition in Italy center of Shanghai. This is also the first time that Ferrari has held a long-term exhibition outside Italy headquarters.

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< p > the antique cars, including Ferrari 750 Monza, which have won a splendid victory in Monza 1950s, are displayed in the exhibition hall and are open to all.

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< p > at Fan Yi Wen's introduction of these classic models, a group of junior high school students in autumn went to the exhibition hall, fan AI Wen said, believing that many children saw the red curve for the first time, and this is why he strongly promoted the exhibition, which would quietly bury seeds in their hearts.

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In the next stage of P, van AI has to invest in the training of young racing drivers.

Just like Yao Ming is the best messenger of NBA, Ferrari wants to see young Chinese racers go to the F1 arena and compete with international players.

"If we can find a world class Chinese racing driver, why not join Ferrari? This is my dream."

This racing star will be the best medium to promote Ferrari.

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< p > the investment of fans will not immediately effect on the sales volume of cars, but it will make Ferrari's brand aura grow.

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