The Status Quo Of Luxury Goods Industry: The Secondary Line Is Hard To Save, And The New Financial Report Is Low In Innovation.

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201308/05/20130805025831_sj.JPG "/" < < > >

< p style= "text-align: center > > the auxiliary line is difficult to save the city, the new financial report is low in innovation < /p >

< p > < strong > the secondary line is difficult to save the city, the new financial report is low in innovation < /strong > < /p >

< p > with the coming of August, many a href= "http://sjfzxm.com/news/index_c.asp" > luxury goods < /a > group and brand get together to publish the two quarter earnings report. The past earnings release seems to be the brand's "show time". If there is no two digit growth, it is hard to say that China's market will survive well.

However, the Chinese market began to go downhill from the end of last year. The performance of big cards during this period has gone through a triumphant journey to a depressing stage.

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< p > according to the standard, if there is no two digit growth, it is difficult to survive in China. From the earnings report, most brands except Prada (PRADA), Hermes (HERMES), Louis Weedon (LV) and Gucci (GUCCI) have not reached the two digit growth, that is, it has reached two digit growth. Compared with last year, it has declined. The first half of the year's earnings report is the worst figure after the bankruptcy of Lehman brothers in 2008 and the US financial crisis.

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< p > it seems that no matter "go LOGO" or develop the sub line brand, it has not been able to reverse the declining trend of luxury sales. "Illegitimate child" can not make a big difference. Instead of doing three in four, it is better to optimize the product quality of the main line brand.

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In the past, in order to prove that luxury brands are not impossible, many big brands have launched the secondary and secondary products which are lower than the main brand and are more suitable for the top middle income P consumers.

Although it is a sub card, it is generally the same as < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > design, and material selection is also a big brand material.

It is just for different brand positioning and extension of brand line.

< /p >

< p > however, such "intimate" design does not seem to bring too much benefit to the big players.

From last year, Du Gabbana (Dolce&Gabbana) turned off the D&G of the sub line brand, and the sales of Gucci's secondary line last year can be seen.

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< p > > strong > Armani the sub line brand Emporio Armani < /strong > /p >

The main line and sub line of the brand P become indistinguishable. To a large extent, it also benefits from the development of the fashion industry and the increase of the audience. When the business is large enough, it will become more and more difficult to separate and develop the main and subordinate lines.

Dolce&Gabbana, the best designer and the most brilliant businessman, announced that they had shut down their applause line D&G. Before that, the two product lines also faced similar situations. Dolce&Gabbana consumers wanted to get the D&G design at the same time, and vice versa, so they decided to concentrate all their characteristics on one product line and close the cheaper one.

< /p >

Is there any other way? P years ago, the brand owned its specific cluster and consumer group. In the information age, all brands were forced to return to the same starting line, and the customers from around the world were watching.

Once the principle of consumer segmentation is no longer applicable, fashion brands need to constantly expand their design styles to meet more varied needs, otherwise customers will be robbed by others, such as fast selling brands.

< /p >

Under the circumstances, the way to separate the main and subordinate lines not only weakens the influence of the P, but also increases the cost.

Karl Lagerfeld saw this very long ago, so Chanel never introduced the younger card (even in the short term, which could lead to a substantial return), or even pursued the introduction of men's wear line. What he did was to re shape the character of Coco Chanel, making her a symbol of the spirit of the times, and achieved an unprecedented success. The core consumer group of Chanel didn't care at all what the difference was between the design of this season and the previous season, or whether other brands launched similar styles. They bought it simply because it represented "Coco Chanel"!

Less than P, we can see that in this age of information and choice, a more sensible plan is to get some consumers with full and attractive brand image.

{page_break} < /p >

< p > < /p >.

< p > > strong > big card needs to correct the attitude of serving in China < /strong > /p >

Zhou Ting, President of the P Institute of wealth and quality research, said that the collective diving of luxury goods can not be attributed to the weakness of the Chinese market.

The reason why the sales volume is bad is attributed to the objective reasons such as "anti-corruption", "LOGO visual fatigue", and the flooding of counterfeit goods, which are not self reflection. What the Chinese market needs is actually a fine store design like foreign countries, a good service attitude without "snobbish", meticulous after-sales service and quality products.

< /p >

< p > perhaps it is the luxury big ones who have overlooked the new market in China. They think that as long as they are beautiful and the quality is not too high, they will be able to get the customers to be able to get the customers. They can not find jobs after graduating from a master's degree in luxury school in European elite schools. They also think that Chinese consumers do not enjoy the ability and taste of "shop decoration".

< /p >

< p > Chinese consumers are increasingly finding that in China, high quality and high quality and good service can be bought. Behind the luxurious brand of luxury brands, there are problems such as poor after-sales service, high price, high quality, "discriminatory" distribution system, poor quality of service, and slow new speed.

< /p >

< p > for example, GUCCI, headquartered in Shanghai, is unable to locate its exact address or telephone number by calling 114 directory enquiries and searching through the Internet.

Another well-known luxury brand Hermes sales staff also said that if consumers purchase goods after quality or maintenance problems, they can only be reflected in the store, because "the company does not have a special position to take charge of the work."

Compared with foreign countries, the standard of after-sales service of big brands in China is obviously different.

< /p >

< p > besides the after-sale service, it is not new for international brands to fall into the "quality gate" in China.

As early as the end of 2006, the Zhejiang Provincial Bureau of industry and Commerce sampled the imported a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > commodities. The results showed that the batches of imported leather shoes and sneakers in the 46 batches were only 23.91%.

These leather shoes include Louis Weedon, Valentino, D&G and other more than 10 top brands in the world, of which more than 300 pairs of shoes with serious quality problems are destroyed.

The previous sampling inspection by the Shanghai industry and Commerce Bureau also found that the import of a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", including the international top brands such as Boboli, Armani, Chanel, Dior and so on, had varying degrees of decolorization, color loss, pH value exceeding the standard and fabric composition and logo inconsistent.

< /p >

< p > from the above, we can see that for many international brands, their attention to the rights and interests of Chinese consumers is far behind their emphasis on Chinese consumers' wallet.

If we do not improve on these issues, no matter "go to LOGO", it is useless to develop more secondary lines.

< /p >

< p > < img border= "0" alt= "" align= "center" src= "/uploadimages/201308/05/20130805025841_sj.JPG" / > /p >

< p style= "text-align: center > > Dolce&Gabbana sub line brand D&G < /p >

Compared with other similar brands, GUCCI has been playing an increasingly active role in China in recent years. < p >

GUCCI started in bags in China, but there are watches, jewelry and other product lines, but Chinese people are not familiar with it.

In addition, GUCCI is still pushing men's clothing on business. Last year, it planned to add 10 stores in China and set up discount stores in Guangzhou and Tianjin.

GUCCI actively explored the Chinese market with a keen heart, but also failed to escape the cold spell of luxury goods. In the first half of the year, its earnings increased by only 1.6%.

< /p >

Where is the reason for "P"? It is because the auxiliary line products lack strong support. It seems that many consumers have such logic. The product of a certain brand is the loudest, so the brand is only looking at the product.

If this logic is established, many problems may not be difficult to explain.

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< p > < /p >.

< p > < strong > vice line product injury high-end customer sentiment < /strong > /p >

< p > the main line brands are mostly cutting and materials, and the energy of the sub line brand is focused on fabric texture, printing, washing and so on. It is entirely a brand of different styles.

The price of being close to the people has the same luxuriant feeling as that of luxury. Many classic brands can be found from the licensed products.

Some of these sub cards will deliberately mention the relationship with the main card, others avoid the main card, and the design style is totally different from that of the main card.

There are quite a few young and fashionable groups, because the sub card is cheap and lacks the sense of design.

However, the big players have neglected a problem. The theme consumer group of luxury goods is not the middle income young group. The relatively low price of the secondary line brand, plus the brand discount sales promotion strategy, to a certain extent hurt the main line brand high-end consumer's heart.

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< p > high-end consumers may feel a little confused. When you stroll around the MiuMiu flagship store in the North District of Sanlitun, suddenly find a Japanese fur coat with a flower pattern painted from Japan, and its prototype is coming out of the Prada 2013 spring and summer show. What should be done? It can be seen that the overlap of different product lines of the original target customer positioning will undoubtedly lead to the location of the high-end product line customers being digested by a low end product line.

In order to maintain the main line brand, the decision that Dolce&Gabbana had to turn off the secondary line D&G product line was also based on this reason.

< /p >

< p > < strong > main subordinate line "kill each other" < /strong > /p >

If P goes back to ten years ago or five years ago, it is hard to imagine that luxury brands will kill their brands. Large luxury goods groups and fashion brands are keen to develop multiple sub lines, so that brand consumers can be distinguished strictly or precisely in order to maximize their profits.

MiuMiu as the secondary line of Prada appears at the peak of the creativity of Ms. Miuccia Prada. The brand named after the Miuccia nickname has embarked on the road which is totally different from Prada (at least in the consumer orientation) at the very beginning. With the similarity between the two, it is tempting to ask whether Ms. Miuccia's creative energy has been showing a downward trend.

In fact, the top creative directors in every fashion world have to finish at least six to eight today in one year, and maybe everyone is in the plight of creative exhaustion.

Look at the recent American designer Marc Jacobs, once the sky and the American style and the American style of interest are a bit unsuccessful, and after the design of the ghost painting peach symbol after a season, a new season of Marc Jacobs has become a vice card of the LV, even ads are as difficult to understand.

But the designer's energy problem is not the only reason for the penetration of the brand's main and subordinate lines. Another interesting example is from Giorgio Armani.

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< p > Emporio Armani, the initial market positioning is also a sub line of Giorgio Armani, but it has been a great success from the market. In China, because EA has been stationed in more cities, it knows that EA is not uncommon, so that when someone introduces Giorgio Armani, it can only be said that "this is Armani's high-end line."

Armani group's response to this strategy is to put Emporio Armani in the same position as Giorgio Armani, and finally integrate into Armani's brand.

Although the style of the two product lines is still very different, Armani has been interested in the unified integration of the brand, which is evident from its website construction to micro-blog's operation.

Armani may not be able to be designer in his lifetime, but it may be a wise choice after years of development.

< /p >

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201308/05/20130805025856_sj.JPG "/" < < > >

< p style= "text-align: center > > Armani sub line brand Emporio Armani < /p >

The main line and sub line of the brand P become indistinguishable. To a large extent, it also benefits from the development of the fashion industry and the increase of the audience. When the business is large enough, it will become more and more difficult to separate and develop the main and subordinate lines.

Dolce&Gabbana, the best designer and the most brilliant businessman, announced that they had shut down their applause line D&G. Before that, the two product lines also faced similar situations. Dolce&Gabbana consumers wanted to get the D&G design at the same time, and vice versa, so they decided to concentrate all their characteristics on one product line and close the cheaper one.

< /p >

Is there any other way? P years ago, the brand owned its specific cluster and consumer group. In the information age, all brands were forced to return to the same starting line, and the customers from around the world were watching.

Once the principle of consumer segmentation is no longer applicable, fashion brands need to constantly expand their design styles to meet more varied needs, otherwise customers will be robbed by others, such as fast selling brands.

< /p >

Under the circumstances, the way to separate the main and subordinate lines not only weakens the influence of the P, but also increases the cost.

Karl Lagerfeld saw this very long ago, so Chanel never introduced the younger card (even in the short term, which could lead to a substantial return), or even pursued the introduction of men's wear line. What he did was to re shape the character of Coco Chanel, making her a symbol of the spirit of the times, and achieved an unprecedented success. The core consumer group of Chanel didn't care at all what the difference was between the design of this season and the previous season, or whether other brands launched similar styles. They bought it simply because it represented "Coco Chanel"!

Less than P, we can see that in this age of information and choice, a more sensible plan is to get some consumers with full and attractive brand image.

{page_break} < /p >

< p > < /p >.

< p > > strong > big card needs to correct the attitude of serving in China < /strong > /p >

Zhou Ting, President of the P Institute of wealth and quality research, said that the collective diving of luxury goods can not be attributed to the weakness of the Chinese market.

The reason why the sales volume is bad is attributed to the objective reasons such as "anti-corruption", "LOGO visual fatigue", and the flooding of counterfeit goods, which are not self reflection. What the Chinese market needs is actually a fine store design like foreign countries, a good service attitude without "snobbish", meticulous after-sales service and quality products.

< /p >

< p > perhaps it is the luxury big ones who have overlooked the new market in China. They think that as long as they are beautiful and the quality is not too high, they will be able to get the customers to be able to get the customers. They can not find jobs after graduating from a master's degree in luxury school in European elite schools. They also think that Chinese consumers do not enjoy the ability and taste of "shop decoration".

< /p >

< p > Chinese consumers are increasingly finding that in China, high quality and high quality and good service can be bought. Behind the luxurious brand of luxury brands, there are problems such as poor after-sales service, high price, high quality, "discriminatory" distribution system, poor quality of service, and slow new speed.

< /p >

< p > for example, GUCCI, headquartered in Shanghai, is unable to locate its exact address or telephone number by calling 114 directory enquiries and searching through the Internet.

Another well-known luxury brand Hermes sales staff also said that if consumers purchase goods after quality or maintenance problems, they can only be reflected in the store, because "the company does not have a special position to take charge of the work."

Compared with foreign countries, the standard of after-sales service of big brands in China is obviously different.

< /p >

< p > besides the after-sale service, it is not new for international brands to fall into the "quality gate" in China.

As early as the end of 2006, the Zhejiang Bureau of industry and Commerce sampled the imported footwear products. The results showed that the batches of imported leather shoes and sneakers in the 46 batches were only 23.91%.

These leather shoes include Louis Weedon, Valentino, D&G and other more than 10 top brands in the world, of which more than 300 pairs of shoes with serious quality problems are destroyed.

The previous inspection conducted by the Shanghai Municipal Bureau of Commerce and industry also found that imported clothing including top brands such as Boboli, Armani, Chanel, Dior and so on had different degrees of decolorization, color loss, excessive pH value and inconsistent fabric and logo.

< /p >

< p > from the above, we can see that for many international brands, their attention to the rights and interests of Chinese consumers is far behind their emphasis on Chinese consumers' wallet.

If we do not improve on these issues, no matter "go to LOGO", it is useless to develop more secondary lines.

< /p >