Mysterious Decision To Explore Chanel's Amazing Sales Performance

According to the valuation published recently by Peng Bo, Chanel Boss Alan Vader Moore The net assets of (Alain Wertheimer) and Gerard Wertheimer (Gerard Vader Moore) reached $19 billion 200 million, more than two times the value of Forbes. Prior to Forbes's announcement of the world's richest list in March, the two brothers ranked 145 in the world with a net asset of 8 billion dollars, ranking the fifth largest in France. And Gilbert Harrison, founder and chairman of investment banking Financo LLC, points out that the market value of luxury goods group is generally three or four times the annual income, so Chanel's market value easily reaches 2 billion dollars, which is at the top of the industry.

It is reported that Bloomberg needs to estimate the scale of their wealth and the market value of Chanel based on the annual performance report submitted by Chanel SA's Chanel International BV, a subsidiary of Holland group's mare, to the Ministry of Commerce of Holland.

The performance report shows that Chanel International BV's total revenue in 2011 was $5 billion 900 million, an increase of 26% over the previous year, and the profit before EBITDA interest tax depreciation and amortization amounted to US $1 billion 400 million. Bloomberg estimates that the market value of Chanel SA is estimated to be $18 billion 500 million based on the three business value of Chanel's five listed companies, namely, L, L'OREAL (OREP.PA), Estee Lauder (NYSE:EL), Prada (Prada SpA), MOET & CHANDON Hennessy Louis Vuitton group (LVMH.PA) and Kai Yun group (KER.PA), the ratio of enterprise value to EBITDA, and P / E ratio.

　　 A low-key boss never grabs the lead of designers.

Alan Vader and Gerard vadmoore's grandfather founded the Chanel perfume company with Chanel lady, and bought the Chanel brand from her hands. However, people in the industry say that vadmor brothers are extremely low-key, basically do not accept interviews, and because these two bosses are too low-key, the media basically do not have their news and information.

Alan Vader, 64, is the chairman of Chanel's board of directors, now lives in New York, and Gerard Vader, who is now in Geneva, Switzerland, is 61 years old. He is the chairman of Chanel watch department, and two of them hold half of the shareholding of the group. As the helmsman of family businesses and private enterprises, the two brothers maintain a family tradition of Chanel's financial situation and their private lives: low profile, although they will participate in Chanel fashion show, but it is difficult for them to capture their figure, because they stealth in the four or five row, after the show disappeared in the fastest crowd, and almost never accept media interviews, so as not to snatch Chanel and designers. Karl Lagerfeld Elegant demeanor.

Perhaps this is a low-key way of grabbing the limelight, which has won numerous "strength officers" to avoid unstable design styles due to frequent substitutions.

Compared to fashion, they seem to be more interested in winery and horse racing. Hurun said that the brothers had many wine houses in France, such as Rauzan-Segla of Margo and Ch teau Canon in San Milo. They also have Goldikova and other champion horses, the only horse race in history that has won the three horse race Cup - mile race. In 1993, their horse racing "Cotaza" won the title of "American horse of the year". This is the highest honor of horse racing. Alan is also fond of collecting antiques.

　　 Mysterious business planning

As a luxury brand, such as Louis Weedon and Gucci, Chanel's sales and business planning have always been very mysterious because they still hold family holdings and are not publicly listed.

Although the specific operation has not been disclosed, in the industry view, Chanel's success as a luxury product lies in its concentration and persistence in the past hundred years. Chanel's target customers are elegant, consumptive fashion women. Because of customer focus, customer concentration and marketing, Chanel is more focused on leading fashion and leading fashion consumers through fashion.

From the 1971 death of cocoa Chanel to the early 1980s, the main designer of Chanel brand has been changed several times, but basically it has kept Chanel garments in place. It was not until January 1983 when Carle Lagrange became the chief designer of Chanel that the situation could be changed. Until now, although Chanel's innovative works continue, but the general style remains unchanged, it can be said that the brand still adheres to tradition, and the black 2.55 classic chain bag has been liked by consumers for many years, and the status of hot selling is still unchanged.

It can be seen that Chanel does not simply define target consumers according to their age, but pays more attention to consumers' attitude towards life, lifestyles and consumer appreciation. Some luxury brands, though growing rapidly in China, have become "XX brands, which are equal to wealth and face" because of marketing orientation and marketing methods. They are sought after by high-income groups. Although they satisfy some consumers' demand for flaunting their wealth, the brand connotation is ignored. Chanel is very smart at this point. After nearly a hundred years, it is still mysterious and traditional. There is no "follow the LOGO" campaign of luxury brands. History is the best selling point.