Market Downturn, Luxury Brands Occupy The Forefront.

Less than p ago, the Shanghai MontBlanc boutique opened nearly 700 square meters. It is MontBlanc's largest store in China.

Today, with the tightening of China's boutique market, what kind of chess is MontBlanc playing in the biggest shop in China? < /p >

"P," a few days ago, CEO Francois Henry Pino, France's first line brand of GUCCI, BV and YSL, said in an interview: "although sales growth in the first quarter dropped from 18% in 2012 to 10% this year, the current slowdown is not a problem.

As China promotes urbanization and promotes domestic consumption, the development of the world's first-line brands in China is still astonishing.

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< p > < strong > the market depression was occupied at that time < /strong > /p >

< p > Shanghai Hongqiao Jia Jia center, commonly known as "LV mansion" by Shanghai people, because all the famous boutique LVMH group will enter direct shop here.

And MontBlanc belongs to another great boutique group, the group named "Lifeng group". It also came to "join in the bustle", set up a high scale direct store in the SHANG Jia center, occupied the downtown area of the city, and tried to increase consumer's awareness of it.

As Nathalie Paldacci, Professor of luxury brand management at Paris High School of Commerce, said, "Direct stores have more advantages, such as large scale, large variety of products, luxurious decoration and dominant sectors. The theme fits the brand idea, which not only embodies the strength of a brand, but also makes consumers worship it in their hearts, so as to ensure the continuation of their absolute high-end product positioning."

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< p > talking about "join in the bustle", in fact, the SHANG Jia center is not lively at all, and can even be described with cold and cheerless.

Liu Pengbo, the brand director of Shanghai Deng Bo International Trade Co., Ltd., who has been engaged in the boutique industry for many years, said: "although the popularity of the SHANG Jia center is not enough, there are many brands that are promising in the future. It is very wise to take advantage of the market and occupy the place well before the market is bad."

Not only in the Shanghai market, the brand has such a strong foundation to continue to expand in large scale, as the market of all kinds of boutique brands eyeing, Chengdu also encountered such a scramble.

"As early as 2011, Chengdu has become the most popular fashion consumer center in the country. Its consumption is second only to that of Beijing and Shanghai, ranking third in the country.

At present, 80% of the international first-line brands are stationed in Chengdu.

According to the survey of the Chinese version of Forbes, the purchasing power, purchasing power and radiative power of Chengdu people have already supported the sales performance of these brands in Chengdu, such as Phaeton, Dior, Estee Lauder, Longines and so on, and made it the first in the whole country and even in the world. "In,

For the analysis of Chengdu's high-end boutique market, Shao Yousong, executive vice president of Chengdu international financial center, said.

He also revealed that at the end of this year, a number of world first-line brands will enter Chengdu for the first time, such as Giorgio Armani, Tory Burch, Paris family, Tom Ford, Mul-berry and so on. Most of them will also appear in the form of Direct stores.

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< p > besides, according to industry sources, Sichuan's long-awaited Chanel is also expected to open a store in Chengdu next year. It is now closely negotiating with Tai Koo Hui, located next to the Great Mercy Temple.

"We are also in close contact with several newly opened boutiques. We hope to open more than 2 shops in Chengdu this year and next year, and bring some brands that are not currently available in Chengdu to Chengdu market. This is a good time for strategic layout."

Liu Pengbo stressed to reporters.

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< p > < strong > pushing quality to the Chinese market: /strong > /p >

< p > in the face of market tightening, apart from direct sales outlets to attract consumers, the unique product strategy is another tool for international brand competition.

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< p > Cartire is the forerunner of the industry. It has a wide market share and influence in China. Enhancing brand positioning has become a new direction for its exploration.

"Entry level products, like the rings of LOVE series, are now married to white-collar workers with almost a pair of hands."

Many consumers now talk about Cartire saying so, and do not think it is so far away from the noble products.

This shows that Cartire's market share is very high. On the other hand, it also shows that its brand image has declined. After realizing this, Cartire began to gradually adjust its market strategy in 2012.

Liu Linglin, manager of Chengdu Renhe Spring Cartire store, told reporters: "in April 2012, Cartire launched a series of bracelets called Juste UN Clou for its VIP guests, launching the season. This bracelet is not displayed in shops, but only for its VIP customers."

It is precisely because of such a "scarce" product that many veteran customers have entered Cartire store again.

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Less than a year later, Kate Moss, Krristen Stewart and other fashion designers have become the lovers of this bracelet. Although this bracelet has entered the shelves of ordinary stores, its unique product strategy has long won the favor of VIP customers, so that consumers feel different.

This year, in response to the Chinese market, Cartire has launched a series of jewelry, the new wave series in Paris, and specially selected Chengdu as one of the few Chinese cities to do sales.

Such a detailed market strategy is enough to impress consumers at all levels.

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Besides, P is also a necessary measure for the development of the brand in the country. Localization is also a trend for the boutique industry.

The breadth and depth of the Chinese market has made the world's first line brands crazier, and all the major brands have made great efforts to improve their influence in China by various means, and have strengthened and deepened their Chinese strategies. The Chinese style big red, traditional dragon elements, twelve Chinese zodiac, all kinds of Chinese elements have appeared in the product design, such as Dior's zodiac red hand rope, Prada's big red killer package, Roger Vivier's Chinese red high heel, and the limited edition Chinese dragon embroidery handbag and Chinese dragon embroidery high heel shoes which have been famous for the world famous Christian Louboutin, a target= "_blank" href= "http://www.91se91.com/".

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< p > this year's most famous change for China comes from LV. It invited actress Fan Bingbing to shoot a series of LOGO Alma series bag advertising films, trying to regain the image of LV in the eyes of Chinese consumers.

Before that, LV was full of LOGO MONOGRAM bag, the most craziest product pursued by Chinese people.

With the popularity of this series of bags in China, many affluent sectors have shown their feelings in this series, instead of buying LOGO, such as Hermes or BV.

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