GUCCI Recognizes Waterloo In China'S Market

< p > LV and GUCCI can be described as "a href=" http://www.91se91.com/news/index_s.asp "China's market" /a "a pair of brothers and sisters. In the face of a poor performance, they have made nearly the same" trick "in the Chinese market: upgrading the product line, renovating the store, stopping the expansion speed, and going logo.

However, the LV dominated leather clothing department fell by 3.8% compared with the same period last year. In the three quarter earnings reported by Kai Yun group, the decline of GUCCI was 5.4%.

The group's chief financial officer, Jean-Marc Duplaix, admitted for the first time that Gucci China's sales fell, but declined to disclose specific data.

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< p > financial weekly newspaper reporter investigates the latest situation of Beijing, Shanghai and Shenzhen first tier cities, and finds that in the domestic market, thousands of Yuan's low price products have been gradually replaced by the show money, and have disappeared in the shops. And the product line is also closely following the international market. The high price and no logo products Bamboo Shopper series are very popular.

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< p > strong > logo sales are still better than those without logo products, contrary to the original intention of GUCCI < /strong > /p >

< p > the GUCCI store located in the central port of Shanghai Xujiahui port has always been a "popular shop". However, on the day of financial weekly newspaper reporter's visit, the store of GUCCI was two or three and plain.

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In the eighty or ninety flat shop beside P Marc Jacobs, the latest category handbag of GUCCI is displayed in the striking position, and the bamboo belt has become a significant sign, and the selling price ranges from 30 thousand to 40 thousand.

The high priced goods in the store are the main players. Jean-Marc Duplaix said Gucc in an interview with Reuters. The decline in sales in China was mainly due to the pformation of Gucci to high priced products, which led to lower sales of entry-level low-priced products.

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"P >" Kai Yun group said in the three quarter financial statement that the three quarter showed poor performance in the Asia Pacific region due to the problem of human flow in the three quarter, and Japan and the United States grew steadily, while the continued weakness in the major markets in Western Europe was a drag on the overall performance in Italy.

Open Cloud group said Gucci Gucci's sales in China fell to "low digits", and the overall sales of the Asia Pacific market in Japan were down 2%.

Western European income also declined by 2%, while Japan and the United States increased by 10% and 3% respectively.

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< p > Hong Kong store clerk told the financial weekly newspaper that the sales of GUCCI products showed polarization in the past half a year. The goods with LOGO were much better favored than those without LOGO.

GUCCI's "low-key strategy" does not seem to be effective. The magic of big G is not the same.

However, the salesperson refused to admit that the sales volume of GUCCI has declined. "At least, the sales volume of this store has always been excellent and stable."

This contrasts with the actual passenger flow on the day of the reporters' visit.

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"The performance of our brand in the third quarter is not very good. Indeed, it is the first time that we have been in such a long decline since entering China," public relations representative of Shanghai P GUCCI told reporters.

But I don't know the specific reason. Only the company's top executives know that I have no say. "

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Professor P, a luxury research expert at Shanghai Jiao Tong University, believes that the GUCCI high level brand recognition for the first time is that the sale of brands in China is an important signal. At least, it shows that the GUCCI encountered in Waterloo is not small.

But first, this is indeed related to China's depressed economic environment in the past two years. After all, luxury is a large commodity category closely related to people's purchasing power. Its sales volume is often the most immediate manifestation of economic fluctuations. On the other hand, the strategy adopted by GUCCI is also out of consideration. As a classic brand with historical accumulation, when trying to get rid of losses and gain profits by going to LOGO, discounts and stationing at outlets in the bad economic situation, in fact, it will blur the brand's positioning and lose the core value and competitiveness of the brand.

"It's a strategy that is overcorrecting and counterproductive," Sun told reporters.

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Besides P, Professor Sun said that when facing the "sales crisis", the first line brand should look for the reason rationally and avoid participating in the "low price melee". It can gradually lead the brand out of the trough by analyzing the interests of consumers and target consumers.

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< p > < strong > walking shows gradually replace the low price products < /strong > < /p >.

< p > "Gucci's decline in China's performance is normal, and domestic purchasing power is not strong enough.

The market environment is on the one hand, and the popular mode of Gucci is the most important reason.

An analyst at a brokerage in East China said, "in China, discounts may attract some fast buyers, but the sustainability of purchasing power is still maintained by some high-end consumers.

Once the discount, high-end consumers purchase mentality is different, brands feel a lot worse in their minds.

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< p > and the popularization of Gucci is the most powerful expression of logo.

In 2013, most of the new bags launched by Gucci were small logo, and even no direct appearance logo.

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P G has always been a double G logo with golden yellow.

Today, Gucci is hard to logo, the effect is not very ideal, but the strategy has been continuing.

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In the early autumn handbag series of < p > 2013, there is no sign of double G. The conservative founder is matched with bamboo bracelet, and there are no other accessories.

A small line of "MADE IN ITALY" is printed on the package, and the smaller retro font Gucci is hidden in the bracelet.

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< p > "2013 of the new autumn and winter logo are not obvious."

Shenzhen Gucci store staff to the financial weekly newspaper reporter, "however, the number of logo products and logo products in the store are almost the same, the sales situation is pretty much the same."

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< p >, however, walking into the Gucci store in the Mixc, Shenzhen, the first salesperson recommended is a new bag which is not obvious to logo.

The design is succinct, the line is obvious, is different from the previous new product's logo dual G, logo is very low-key between the zipper and the wristband, quite has the Pranda style.

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< p > "this product without logo is very popular with young buyers. Young people prefer the style without logo, and pursue low key and solemn."

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< p > unlike the dismal quarterly report of Gucci three, the customers of Shenzhen a href= "http://www.91se91.com" > Gucci < /a > have considerable customers, and the salesperson is also enthusiastic.

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< p > "this is the 2013 new fashion show. It sells well and has sold quite a lot.

Suitable for a wide population, this rosy red is more popular with young people, black may be 40 year old women will be more preferred.

The staff introduced, "and the price is not expensive, 20 thousand yuan of the show."

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< p > financial weekly reporter learned that the highest price in the shop is a camel skin bag of 160 thousand yuan, and most of the other products are within 100 thousand yuan, mainly from 20 thousand to 50 thousand, which belong to the main product.

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< p > "it used to be thousands of dollars, many people buy it.

But now there are no more products of that type. Basically, they are all walking shows, with a small number. Buyers feel better about their grades.

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The positioning of < p > < < a href= > http://www.91se91.com/news/index_c.asp > > luxury > /a > is very important. Too popular and low-end popular mode is not suitable for the future development. Let's look at the performance of the three quarterly report.

At present, the whole consumer sentiment of the luxury goods industry is not high, and Gucci's performance also has market factors.

The analyst analyzed.

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