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Cartire's Rapid Popularization LV Step By Step

2013/5/28 13:38:00 41

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the three quarter, the performance of the Asia Pacific region (excluding Japan) and the MontBlanc brand all appeared "double zero growth", which made Johann Rupert hard to breathe. In 2012, by reducing operating expenses and financial expenses, the group's net profit after tax rose by 30% was particularly difficult. 
 however, this vacation is too early. 
 the first quarter of this year is a test for each big a > luxury goods < /a > brand. Waterloo, the biggest nugget market in the world, may be beyond their imagination. The vigorous anti-corruption campaign since the beginning of the year has deterred their ambition. From the quarterly data that has been released, the growth of grey digits is normal, which is quite different from the past. 
Less than P, only one year, the number of its core jewelry brand Cartier stores has even decreased by 10, and the cutting-edge brand "Shanghai" has also decreased by 7. 
 img border= "0" alt= "align=" center "src=" /uploadimages/201305/28/20130528013846_sj.JPG "/" < < > >
 a > Cartire < /a > LOVE series 
 but for Cartire, there is a bigger crisis: the next LV. This is not sensational, because the huge potential of the Chinese market is very confusing enough to overwhelm the past glory. 
 fast and popular step LV > /strong > /p >
 "because Cartire's development status is very similar to that of LV, and it is larger than that of a href=" http://sjfzxm.com/news/index_c.asp "LV < /a > the number of stores in China should be about three digits. Zhou Ting, Dean of the Institute of wealth and quality, is astonishing. 
 > according to the "China luxury goods report" released in 2012, "the international luxury brand China opens shop Wang TOP10" shows that the number one Cartire has 224 stores in China, second leading BOSS 142, while LV has not reached the top ten by 50. 
 "generally speaking, the number of storefronts reaches three digits is a danger signal, and the brand value goes down." The more the store does not mean the stronger the brand, the less the brand value is, especially the brand value in the hearts of the masses of consumers. Zhou Ting told reporters. 
 this makes the development of luxury goods seem to be in a paradox. Because we want to increase popularity and performance, we must put a lot of advertisements and shop fronts, but too many stores will lead to a decline in brand value and contrary to the high-end attributes of luxury goods. LV's decline in brand image in China is a warning, but Cartire's footsteps are too fast. 
 Cartire has fallen into such a strange circle. According to recent monitoring data, 13 of the top 30 brands of advertising are from luxury goods, among which Cartire advertising ranks first among luxury goods. 
 Zhou Ting believes that on the one hand, Cartire has benefited from such a large number of advertising and enhanced its popularity; on the other hand, its brand reputation is declining. Since publicity reaches a certain critical point, it will bring a damaging development to brand value and actual sales volume. 
The dilemma of Cartire P is: on the one hand, the brand image is declining; on the other hand, consumers are upgrading. 
 "consumers may need some high-end and niche products, especially the" a "target=" _blank "href=" http://www.91se91.com/ "in the jewelry industry. Designers, /a, and custom brands will be more sought after by Chinese consumers. And Cartire has been pushing the best selling "LOVE" series, such as wedding rings, necklaces and bracelets. With the upgrading of consumers, consumers are gradually not satisfied with consuming these products. They even think that wearing these products will decrease their status. Because it's too common, like LV. " Zhou Ting bluntly said. 
 for Cartire's consumer group, Jane Yavin said in an interview that Cartire consumers are young, mainly women aged 25 to 35. Behind the relatively young consumer group is a group of white-collar workers who pursue chic personality, which has relatively lowered the high-end image of the whole brand. 
 for Cartire's store reduction of 10 in the past year, Zhou Ting believes that Cartire's management should be aware of the decline in brand image and take remedial measures to shrink the store. 
 reducing storefront, controlling the pace of expansion, upgrading and upgrading storefront are the main measures for luxury brands to cope with the downturn in the market environment and restore brand image, just like LV. 
 reporter learned from Cartire public relations Shining that Cartire has closed down shop outlets of some watch dealers in China in the past year, but the exact number has not been disclosed and has indicated that it will continue to open stores in China. 
 reporter visited the new world (6.46, -0.05, -0.77%) Cartire store, which is Cartire's watch distribution shop. The salesperson complained with a bitter smile that the sales volume has not been able to go up. The best selling form is the blue balloon series, and did not feel that the anti-corruption has much impact on the performance, and can invoice according to the needs of consumers. 
Less than P, but the count who belongs to a group with Cartire has performed well, and its chief executive, Mai Zhen Jie, has said that about 50% of the count's sales are from China. The reporter telephoned Wang Jiahui, a public relations official, said: "we have opened new stores in Shenyang and Nanjing this year, and we will open new outlets in Chengdu at the end of the year. Other non direct stores are working with distributors and will be opened one after another. The specific quantity is not yet certain. From the growth rate, the Earl's growth rate of jewelry last year is higher than that of the wrist watch. 
 Zhou Ting thinks that the count's rise is good. On the one hand, the count has stepped up the market promotion efforts, but on the other hand, it has a high positioning, and ordinary people can not afford to buy its jewelry. A two pronged approach ensures its brand value. 
Another factor that led to the decline of Cartire's brand image is that P is very similar to LV. 
 Cartire, for example, is commonly made of metal materials, and the imitation products on the market are numerous, which greatly affects the brand image. Some time ago, the infringement lawsuit between Cartire and No. 1 shop was raging, and the "Cartier hundred years classic" ring, which was sold on shop 1, such as the dream KLA company and Huixin company, was sent to the court by Cartire, and the three party compensation for Cartire 180 thousand ended. {page_break} 
 .
 service level, product quality criticism, /p >
 "third, triggered by service upgrade". Because Cartire also has some complaints about consumer complaints, especially in terms of its product quality, compared with other brands, Cartire's maintenance services and product quality are also highly criticized. In view of the current situation of Cartire in the Chinese market, Zhou Ting believes that besides the popularity of the brand image and the increase of imitation products, the service and quality are also a reason. 
 reporters came to the Cartire store in Hang Lung Plaza, Shanghai, which brought together the international luxury brands. Compared with the two or three storefronts of the upgraded LV, Hermes and PRADA, Cartire's small and lengthening shops are slightly inferior. 
 in the long and narrow shop layout, the first thing to display is Cartire's jewelry series, the middle is the wrist watch series, and finally the accessories which are not known to the public, such as writing tools, belts, bags, perfume and so on. 
 although there are several similar salesmen in front of Cartire stores, chatting seems to be their main business. Customers will not hear the voice of "welcome to come" and "welcome to come next time" after entering the door. They are in sharp contrast to the enthusiasm of the upgraded LV greeting guests and the attachment of Hermes salesmen. Cartire's greeting clerk still keeps calm and relaxed. 
 reporters walked into the store and found that there were very few customers in the shop. When the reporter looked at the jewellery counter carefully, waiting for a long time, no clerk came up and asked him to go to the middle watch area. The reporter took the initiative to chat up a male salesperson next to him and asked, "what is the best seller?" replied, "LOVE series." The reporter went to the jewelry counter and disappeared. 
 the reporter returned to the wrist watch counter and asked a female teller: "which one is the best watch?" she said with a glance, "which sells well." Then squat down the numbers. 
 later, another male teller came to serve the reporters with impassive expression. He insisted on the principle of "one on one" service for Cartire. A young woman next to him wanted to see the bill he was introducing to reporters. He immediately refused to say, "we are one to one service." But there were no other clerks to serve the customer, so the woman had to stand by and wait. 
 so the attitude of service is not to be flattered. .
The quality of P is even more sob. Although Bernard, the former president of Cartire, once told the media that about 5% of the watches sold by Cartire will be returned during the warranty period, which is far below the average 10%-15% maintenance rate in the watch industry. Their goal is to reduce the return rate due to quality problems in the warranty period to 3% in the next few years. 
 but the after-sale service is not so pleasant. It is even more difficult to return the form. 
 recently, the quality of Cartire has been reported in many media. Ms. Xu, who lives in Anhui, bought a Cartire watch worth 470 thousand last year. After just 10 months, the mirror fell off. In May 2nd, Ms. Xu went to Beijing to safeguard her rights and demanded a return. However, Cartire agreed only with free maintenance, which was not considered to be a quality problem. 
 the salesperson did not object to Ms. Xu's rights protection activities in Beijing Cartire Lotte intime department store. 
 ironically, Cartire has always been known as "the emperor's jeweller and the jeweller's emperor". Unfortunately, in the Chinese market, it can not see the noble quality of the "emperor jewelers" from its store layout. In the minds of consumers, it only knows about Cartire's ten thousand yuan LOVE series and thirty thousand yuan blue balloon series watches, and little is known about its top jewelry series. 
"P" maybe Cartire has realized the related problems. In April 11th this year, Cartire held a four day Cartire favorite in Taipei. 
 this jewelry exhibition will display more than 200 pieces of jewelry works. At the same time, three art installations in Paris will be arranged on the spot, with the four famous muses of Cartire as the conceptual design, together with the jewelry works. 
 but anyway, the successors of Jane Yavin must go up and down to meet the more complicated Chinese market and picky consumers. Otherwise, Cartire is the next LV, abandoned by the Chinese rich class and reduced to a popular fashion brand. 
 high level volatile Jane elegant transfer headquarters > /strong > /p >
 May 16th, the peak group released the annual accounting report as of March 31, 2013, achieving sales revenue of 10 billion 150 million euros, an increase of 14% over the same period (9% year-on-year), while the gross profit margin increased by 0.5 percentage points to 64.2%, while operating profit increased 18% compared to the same period last year, and the net profit after tax increased by 30% compared to the same period last year. 
"P > Asia Pacific has experienced a trough after several years of rapid growth. From the 2010 fiscal year to the 2012 fiscal year, the performance of the group in the Asia Pacific region has been rising at a double-digit rate. Annual sales are calculated at constant exchange rate. The growth rate of Asia Pacific region in fiscal year 2010 to fiscal 2012 is 17%, 36% and 46% respectively. 
 growth in the 2013 fiscal year dropped to 5%, with sales of 4 billion 162 million euros, accounting for 41% of the total sales. Far below the Middle East (+22%), Europe (+13%) and the United States (+11%). 
By contrast, the 18% year-on-year growth rate of the jewelry sector has become the best performance of P. Although the number of jewelry brand stores is growing continuously, the main brand Cartire has shrunk 10 stores over the past year or cast a shadow over the whole group. 
 worst of all, according to the latest annual report of the calendar, according to the constant exchange rate, the sales of leather products of the group reached almost 0, while fashion and other sectors increased by 13%, but it was mainly driven by Net-a-Porter. Net-a-porter set up a logistics center in Hongkong, China last year, to achieve 48 hours of shipments to Asian online shoppers. 
 decline in performance, followed by high-level replacement. .
 according to the latest Reuters news, in May 21st, Lifeng group announced that Marty Wikstrom, President of fashion and accessories department, had resigned, after which she was responsible for Dunhill, Alaia, Chloe, Lancel and other brands. 
 who will be the successor of Marty Wikstrom become a matter of concern to all. The reporter told the Cartire media public relations department that the former director had already left. At the end of last year, she told reporters that Cartire chief executive of Greater China would leave. Today's public relations, Miss Du, once again confirmed to reporters that Jane Yat Wen would leave office at the end of May and transfer to the French headquarters. But the specific position was not disclosed, but asked reporters to ask other colleagues, but as of press time, the reporter did not receive a reply. 
Whether P will be able to pick up this hot potato in Cartire for 10 years, I believe there will be some formal news soon. 
 it is undeniable that during the ten years of Jane Yat in the Chinese market, with the rapid development of luxury goods in China, compared with other markets, Cartire has performed well in the Chinese market, and its awareness has been improving. But the question is, what is Cartire's brand image?