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Luxury Goods Are Blocked In The Chinese Market And Fight For Development In The United States.

2014/1/4 15:30:00 44

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on who can make the most trouble this year, luxury brands recognize second, and no one knows the first. Opening stores, closing stores, counterfeiting, raising prices, "electric shock", "go to Logo", limit the quantity, do high-end, and so on, this group of noble blood in the eyes of the Noble Group suddenly began to restless. This matter should be mentioned in the middle of the year. In fact, the luxury industry in 2012 has already entered the cold winter period. This year's earnings report has become the last straw to crush the camels, and even the market with great potential in China is weak. These luxury magnates are no longer able to calm down. 
 for a long time, the whole industry is in the cold winter period. This embarrassing situation makes people have to dig the problem from the source. Indeed, the phenomenon of "M & a" appears in the public view. This mode of luxury collectivization can be said to be created by Bernard Arnault, the founder of LVMH. Under his establishment, most of the luxury brands originally belonged to family businesses began to be collectivize and be industrialized by a certain group. In the past more than 10 years, LVMH, Kering and Richemont, the three luxury group companies, have not stopped buying and selling. 
Less than P, from 2011 to now, the global luxury brand acquisition has entered the outbreak period. Almost all brands in fashion industry are now involved in the game of their capital operation. And compared with the previous two years, this year's M & a scene is more lively and frequent. According to Pambianco survey data of Italy luxury and fashion brand research institute, as of September 31, 2013, the number of mergers and acquisitions of fashion and luxury brands has reached 81, up 8% from 75 last year. 
 a popular metaphor is that the collectivization of luxury goods is a double-edged sword. In the initial stage, the acquired brand can rely on the strength of the group to raise and help in many aspects such as capital, talents, channels, publicity and so on. On the other hand, the group pursues the maximization of interests, but most of the luxury goods contain a strong cultural atmosphere. When the group drives the valuable things in the spiritual field to the factory assembly line under the drive of interest, the real luxury of the brand is gradually worn away. 
 > a href= "http://www.91se91.com/news/index_c.asp" > LV < /a > is a good example. When it starts to overrun the street, consumers will not spend money on it, especially the Chinese consumers. And the competition in the luxury goods industry is also fierce, so for some consumers, LV has become "chicken ribs". "Excessive Street" is only one of the many problems that caused the sluggish sales. LV is only one of the many "chicken ribs". 
 salvation in deep water. /p >
Less than P, how to seize the consumer's heart once again becomes a problem for the entire luxury industry. As a result, these frozen brands have begun to show their powers. 
 some brands choose a euphemistic route to reclaim the core of value that has already retired to the bottom line, cater to the tastes of consumers, "enlarge" the cultural spirit of their brand, or rebuild the core value of luxury. Chanel's "THE LITTLE BLACK JACKET" World Tour arrived in Beijing and Shanghai this year, and then the "Esprit Dior" special exhibition was also opened in Shanghai, attracting 120 thousand people to visit. In addition to the exhibition, there are frequent microfilms. From Gucci's bamboo slip to Salvatore Ferragamo's Walking Stories, these cultural activities are characterized by the display or convey of the core culture of the brand, showing the core products of the brand and attracting people's popularity with invisible advertisements. 
 cultural activities are not directly linked to sales. Therefore, no figures are compared, and no results are predicted in the short term. But compared with the euphemism of cultural activities, the straightforward "go Logo" campaign has already made preliminary results. 
 this is a typical example of "Thunderstorm and little rain". This campaign was started by Gucci, and the production of "double G" Logo was cut down. Secondly, Burberry announced that the logo pattern should be removed on nearly 80% of the products. In the LV show of Paris fashion week, Marc Jacobs announced that Monogram and Damier canvas series would not appear on the T stage. This sentence pushed the "go Logo" campaign to a climax. Although the brand denied the truth of the sentence, its movements did not slow down, and the products without Logo appeared in the eyes of consumers. 
"P" and so on, these impassioned oath have made great efforts. The feedback from the market has been surprisingly calm. The products without Logo have only tasted some sweetness of the few brands such as Gucci and Fendi. With the influence of freshness and star effect gradually weakening, some consumers are beginning to feel that Logo is not showing a low degree of recognition. In this way, the vigorous Logo campaign will be exhausted. This shows that although luxury brands are willing to bow to Chinese consumers, they still do not understand the hearts of Chinese consumers. 
 may not be in a tone .
 see the essence through the phenomenon. These < a href= "http://www.91se91.com/news/index_c.asp" > luxury brand < /a > frequently hit the wall in China. Is there any reason why "acclimatized"? 
 span style= "font-family:" Song body ";" font-size: ";" "" "" > "< < >", "song";
 < --EndFragment-- > real luxury is like European aristocracy living in history. The pace of aristocrats is slow and elegant. They pay attention to quality and taste, and the core of life is enjoyment. Most luxury brands originated in Europe, so their brand habits are compatible with the whole European style. However, the importance of fighting and creating in Chinese consciousness is far greater than that of enjoyment. Therefore, China belongs to the "fast-paced" developing country, and the replacement of the main consumer groups is also included, which results in the rapid change of Chinese consumption concept. 
"P", so China's consumers are very inclusive, but in some ways it's hard to wait. If luxury brands remain intact after entering the Chinese market, it is estimated that in the end, they can only be a hurried traveler who can not take root. 
 although the Chinese consumption concept has been changing, there is still some distance from the thorough upgrading and spanformation. Luxury goods are popular in the Chinese market, mostly because they have become tools for people to show their wealth and status. But since last year, the growth rate of luxury sales in China has begun to slow down and become increasingly fierce, creating a sense of spanformation and upgrading of the Chinese consumer concept. In fact, this is an illusion, of course, it does not exclude that a small number of consumers are beginning to understand and understand the rational consumption of luxury goods, but most people have not yet reached this level. They still love luxury goods and the "Splendor" that they emit, just buy it in a different way, or travel or purchase, and all roads lead to Rome. 
 whether it is neglect or overestimation, the development of luxury industry in China is still very difficult without knowing the psychology of Chinese consumers. At this time, the situation of luxury brands in China can be described in one sentence, that is, "Miss's body and girl's life". 
 China's icy ice is hard to break /p >
Less than p ago, the "a href=" http://www.91se91.com/news/index_c.asp "luxury" /a "Market Research Report" published by Bain Co., an American consultancy, pointed out that China's luxury consumption this year was 116 billion yuan, which rose by 2% annually, compared with 2011 and 2012. Studies have shown that the mainland's anti-corruption policy has hit the consumption of gift giving. Under the appreciation of the renminbi, many consumers have shifted abroad to buy luxury goods, which has brought a double blow to the consumption of local luxury goods. 
 in October of this year, Bain Co. had published a report that the global luxury consumption increased by 2% this year, which was affected by the depreciation of the Japanese yen, with China's growth of 2.5%. But in less than two months, it published a report again, this year China's luxury goods consumption growth dropped 0.5 percentage points to 2%, the lowest growth rate since 2000. On the whole, the slowdown in China's luxury goods industry will continue until 2014. 
 although the luxury industry in China is very low, some brands have brought some good news at the end of the year. 
Less than p ago, the Prada group listed in Hongkong released quarterly reports on its third fiscal year ending October 31st: Prada's net profit in the three quarter increased 8.6% to 132 million 600 thousand euros, 13.3% lower than analysts forecast 153 million euros, and total revenue of 848 million euros, an increase of 7.1% over last year. Regionally, Prada's largest market income in the Asia Pacific region recorded only a single digit growth, an increase of 7.87%, showing an accelerated slowdown trend, and 195 million 900 thousand euros in the Greater China region, only 7.93% higher than the same period last year. America's retail sales rose by 13.6% compared to the same period last year, while Europe's growth rate was 4.46%. 
The latest earnings report of Burberry has brought even greater good news. As of September 30, 2013, the first half of Burberry income was 1 billion 31 million pounds, an increase of 17% over the same period last year. The group's pre tax profit in the first half of the year was 159 million pounds, up 41.95% over the same period last year. By region sales, the United States achieved 20% year-on-year growth, becoming the fastest growing country, exceeding 15% in the Asia Pacific region and 14% in Europe. 
 from these two earnings reports, we can see that the growth of the US market has become strong. This is also reflected in the advertisements of fashion magazines. This year, the American version of VOGUE, Happer 's Bazzar and ELLE account for more than half of the total number of magazines and even 2/3, which is the highest in all countries' versions. For example, the Chinese version of ELLE is divided into two volumes, with a total of 784 pages. The total number of pages is 126 pages more than that of the 658 page of the ELLE version of the US, but the two page of the former is 281 pages, while the latter is 442 pages. 
Alexis Mourot, chief operating officer of French footwear designer Christian Louboutin, said in an interview with WWD in July that the United States is now the largest market for Christian Louboutin. If a European brand can not perform well in the US, it will be difficult to succeed in the P world. 
 the US market is favored by the European economic recession. In addition, China's growth in the Asian market is limited, so it is reasonable for the brand to dominate the US market. That being said, China's luxury industry is not necessarily a bad thing to enter the cold winter. It is still a bright smile for Chinese consumers to use the dormant period to keep track of the development path suitable for development in China.