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Luxury Brands Use Practical Fashion Advice To Attract High-End Consumers.

2013/6/5 22:28:00 35

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what China's rich people really want is what international luxury companies most want to know. Luxury stores in supermarkets are already lacking in freshness. Luxury companies are now trying to attract high-end consumers with auction banquet and practical fashion advice. 
 with the increasing competition pressure and slower sales growth in China, the pressure on luxury goods companies has increased. Zhou Dafu, focusing on the Chinese market, is trying to win the best customers. Zhou Dafu has more than 1800 stores, mainly in the mainland and the Chinese people most like to go shopping place - Hongkong. 
 last weekend, the jeweler invited 200 distinguished customers to Ritz Hotel in Hongkong to attend a jewelry auction dinner. More than 100 Zhou Dafu employees flew to Hongkong to take care of these VIP guests - most of them from mainland China. 
 these are not ordinary guests, each of whom has bought jewelry worth more than 1 million RMB yuan. They also enjoyed wine tasting, investment talks and personal makeup service. Zhou Dafu's goal is to successfully sell 15 jewellery, which has been in six Chinese cities for roadshows to stimulate customers' interest in buying. 
The "P" dinner did not end until midnight. The model went all the way from one table to another to let buyers look closely. Auctioneers from Beijing Poly International auction companies seduced participants to give higher prices. In the end, Zhou Dafu earned 25 million yuan, an increase of about 1/4 compared to last year, partly because more sales were sold this year than last year. 
Zhou Dafu P executive director Zheng Zhigang said: "VIP customers like to participate in auctions. In the past, distinguished guests liked to join parties all over the world. Now they hope to have exclusive preview dinner. In the past, they wanted to take part in museum tours. Now they are interested in meeting artists. What they want is constantly changing. " 
 a challenge for luxury companies is how to meet the rapidly changing needs of Chinese consumers. As you can see from the guests dressed in the dinner, they are becoming more and more elegant and fashionable. But there are exceptions. A man who bought several pieces of jewelry worth more than one million yuan is wearing an ordinary T-shirt. 
The challenge of "P" is particularly strong for Zhou Dafu. Since its listing in December 2011, its share price has dropped by 1/3, and its same store sales data have also declined, which may be related to the government's attack on official corruption. 
 luxury brands are already full of streets in China. For example, GUCCI of PPR group has eight stores in Shanghai. This is not the same as a few years ago when luxury brands find it difficult to find the right place to sell. 
"We had to beg to get a place to shop," said Francis Gouten, Cartire's former Asia director, P. "But now the market is very mature, and developers are asking us to set up shop there." 
 as commercial buildings become more ubiquitous, they begin to introduce new concepts, such as maintaining relationships with customers through food, social media and customer relationship information management systems. Florent Billioud, managing director of the French chocolate company La Maison Du Greater China and South Asia, said their sales growth in Hongkong was strong because Chinese tourists liked the texture of their handmade chocolate boxes in France. 
Andrew Keith, President of the Hongkong high-end department store, said that retailers want to create a new environment that is unique and a constantly changing environment. "P" "I don't think a customer will walk in when a store opens." 
16 P long inflatable rubber duck was found at shopping mall in Harbour City, Hongkong. The duck attracted many mainland tourists before it got discouraged last week. 
 in the cities of Western China, consumers still like to shop. But in Beijing, the most senior guests do not want to go to the shops. They like privacy. They hope they will send their jewelry to their home to show them, Zheng Zhigang said. Zhou Dafu has 1/4 of VIP customers from Beijing, and VIP customers purchase more than 1/4 of the total. 
 for Chinese consumers, price and utility are still important. Even billionaires who can afford anything can ask if I can take this jewelry to work and then go to a cocktail party. The Chinese are quite practical. They hope to find enough justifications for their choices. 
"P", Givenchy's chief executive, Sebastian Suhl, said Givenchy would provide the best customers with only products and special discounts they could buy. 
 it is very important to create a unique consumption experience for Chinese consumers, but in the final analysis, the most important thing is the product itself. Zheng Zhigang said, the most important thing is to go back to the starting point and know what Chinese consumers want, and then provide them. But this is easier said than done.