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Light Luxury Mulberry Hot Four Mystery

2013/9/2 21:53:00 31

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if you mention the top British luxury, Mulberry (Burberry) and Burberry are deeply baptized by British education. They can also be called high-end brands with strong British flavor. Compared with Burberry, Mulberry has a smaller flavor.

But it is surprising that, despite its global economic crisis when it first launched in 2008, the market performance of Mulberry has been surging for three years after the listing.

Mulberry rapidly leapt from the classic package of Bayswater and Alexa. Under the leadership of the former CEO Godfrey Davis, the annual sales volume exceeded 100 million pounds under the leadership of the accountant, and the share price increased by 6 times in the 18 months from the middle of 2010 to the end of 2011.

It is even considered "Prada or Ferragamo" in the future.

the mysterious four volts .

Less than P, the Mulberry of the niche line can be so fast that it will probably go back to the history of its brand development.

Since its establishment in 1970s, Mulberry has been the most innovative and advanced leather product in Britain.

The brand inherits the long handicraft history from the pastoral area in the southwestern part of the United Kingdom, and integrates the creative vanguard fashion of London, presenting the luxury products of the world's brand savvy fans who are well versed in fashion.

Mulberry has always been popular among fashion celebrities in Europe and America. Hollywood giants such as Kate Moss, Tom Hanks, Scarlett Johnson, Lindsay Lohan and Mick Jagger are all loyal fans of the product.

Since 2000, Nicholas Kabouttly (Nicholas Knightly) has been designing director, and has set up an elegant and high-quality brand image, which is popular in the international market in the short term.

in order to maintain a strong momentum, in 2011, Mulberry dug Herm Guillon s's French company director and managing director Bruno Guillon as CEO, trying to get rid of the position of "light luxury" and rush into the world's first-line luxury brand camp.

but in the view of Zhou Ting, President of luxury wealth Research Institute and luxury goods expert, Mulberry positioning has always been a high-end fashion brand. It has never entered the field of luxury goods, and is facing more mass consumer groups.

At present, luxury brands are rapidly becoming popular and fashionable, facing more and more people. In addition, the rapid development of e-commerce directly makes the fashion brand flat, so that its price advantage can not be fully reflected.

She believes that Mulberry needs a broader promotion space to open the market in Asia Pacific and open up its popularity.

From the point of view of global economy and trade, the global recovery is still slow. The retail market in Europe is still in the doldrums. There is no solid support for economic recovery. Mulberry really needs to be vigilant. P

Du Yanhong P, a retail researcher at CIC, has said that online sales revenue and international sales revenue will gradually become the main force contributing to the growth of Mulberry.

On the one hand, the European economy is still in the doldrums, which requires companies to open up more markets and channels to provide the foundation for the improvement of performance. On the other hand, with the use of the Internet deeply embedded in the life and work of the masses, it has become a way of life. For luxury brands, "electricity" can maximize the value of the brand, so Mulberry is bound to exert its strength in this regard.

according to the 2013 fiscal year report published by Mulberry, in the 2013 fiscal year ended March 31, 2013, the total revenue of Mulberry was 165 million 100 thousand pounds, 2% less than last year's 168 million 500 thousand, and its annual profit fell 28%.

"Hermes" strategy bottleneck

despite the dismal performance of Mulberry in the 2013 fiscal year, Mulberry still maintained a steady growth rate in the expansion of stores.

According to the financial report, Mulberry has added 17 stores as planned in the whole year. As of March 31st, the group has 115 stores.

When the public relations manager of P > Mulburry Shanghai limited, she said, although more than 80% of Mulberry's business is in Europe, it has been paved in many key cities such as Beijing, Shanghai, Chongqing and Chengdu.

The new 16 stores opened last year, and plans to open another 15 to 20 stores this year, which will be concentrated in high-quality commercial locations in Asia and North America.

At present, it has 42 in Asia, and 6 stores in North America, 118 in the world.

The distribution of Mulberry in the Americas and Asia has not yet been opened, according to the distribution of its p stores.

Especially in the Chinese market, compared with Gucci, Hermes and other companies, the store layout is still weak.

When the new CEO Bruno Guillon takes office, it will raise the price range of brands on the one hand. On the one hand, efforts should be made to rectify the sales channels of the third parties and to clean up the partners who can not reach the brand positioning. These measures will have a short-term negative impact on the business.

surely there must be a reason why Bruno Guillon is so persistent.

The former managing director of Hermes, who joined Mulberry in March 2012, has an "Hermes" complex. He vows to develop a brand of leather goods that is positioned as "light luxury", and looks at the high-end leather goods brand of Hermes.

to achieve the goal of positioning pure luxury goods, Mulberry only raised the price of goods by 12% in November 2012 alone, and launched more high-end packages priced at more than 1000 pounds.

At present, the group's supply of more than 1000 pounds of handbags has increased to 40% of the total supply. This strategy of rapidly rising into high-end luxury brands by raising prices has raised a question in the industry: is Mulberry giving up the foundation of "affordable luxury"?

Dr. Zhou Ting said that the strategy of brand promotion is effective for the maintenance of brand value in the short term, but it is not ideal for long-term development. This strategy will even induce chronic suicide.

She said: "in fact, the brand wants to raise the market value of the brand by raising the price strategy, and tries to enter the high-end sphere, but it does not achieve the desired effect, because consumers in this field can not accept this brand, and the gap between it and Hermes is still very large."

Under the circumstances of limited development in Europe, Bruno Guillon should think about how to formulate appropriate strategies to win the market, and further opening the international market may be the main road of Mulberry. P

According to Reuters, Bruno Guillon, who has just returned from China, stressed that high-end positioning is very important to attract Asian consumers such as China. At present, the Mulberry 80% business still comes from the UK and Europe. It is urgent to expand the international market and enhance brand awareness.

for the group's strategy of raising prices, Du Yanhong believes that the focus of the company's business is mainly on the European region. However, under the influence of the European debt crisis, the prospects for European Economic and trade will not be clear in the short term, which will form certain restrictions on the development.

"Further internationalization and opening up the Americas and Asian markets are extremely necessary and important strategic initiatives for Mulberry.

The key is to have targeted positioning for the needs of Asian and American customer groups, as well as the corresponding brand image building.

Bruno Guillon says that although the price is increased, 60% of the products of Mulberry are priced below 1000 pounds.

The CEO, who is born in Hermes, is determined to ensure the luxury positioning and uniqueness of the brand with high quality and limited production according to Hermes's experience.

P Barclays analyst Helen Norris has expressed confidence that Mulberry will become an international brand and believes that Mulberry has potential for long-term growth.

John Cummins, a retail analyst at WH Ireland, a London investment consultancy, said that many factors are forcing the future of Mulberry to be full of uncertainty. "The potential for long-term growth is exciting, but they are suffering from labor pains."