China'S Market Breaking Away From Luxury Goods

< p > although the magnitude of the slowdown in the "a href=" http://www.91se91.com/news/index_s.asp "China market < /a" is so remarkable, it is still the most important market that no one can ignore.

But after the honeymoon period, what these luxury brands need to consider is that reducing the storefront, controlling the pace of expansion and upgrading the storefront are the main measures to deal with the market downturn and restore the brand image.

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< p > Bain company has said that the number of new stores in the Chinese market has decreased from around 150 in 2012 to about 100 in 2013, after a total of 20 global luxury brands, which has fallen by 1/3.

"The Chinese luxury market has developed rapidly from the enclosure stage to the stage of continuous attention to customer experience and comparable store sales."

Bruno LAN, Bain's global partner, said.

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At the same time, luxury companies are trying to take measures to deal with economic depression and market uncertainty. P

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< p > for example, Gucci began to shift more to < a href= "http://www.91se91.com/news/index_s.asp" > high-end market < /a >, by improving product unit price to improve performance.

It is reported that the company began to make more use of Python skin and other rare leather materials to produce handbags.

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< p > there are also companies that raise sales by cutting prices.

For example, Shuijingfang (9.66, -0.24, -2.42%), one of the high-end liquor brands in China, now sells half of its products to less than 500 yuan.

Prior to that, every product of the company was higher than this price.

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The strategy of < p > Coach is to further expand its product line in the Chinese market.

The American luxury brand is trying to pform brand recognition, so that consumers no longer regard it as a handbag brand, but a fashion brand that includes a series of products such as shoes, clothing, watches, sunglasses, etc.

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In addition, P has made great efforts to promote men's products in recent years. The retail sales of global men's business have been developing rapidly from US $100 million in fiscal year 2010 to US $600 million in fiscal year 2013, becoming a new business growth point for the company in.

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< p > in addition to adjusting product line and price, many a href= "http://www.91se91.com/news/index_h.asp" > luxury brand < /a > also embarked on the expansion of e-commerce channels, in order to further explore the market.

At the moment, Gucci and Giorgio Armani's e-commerce platforms have landed in China; Ferregamo has opened official licensed online stores on the show network; Coach, HUGO BOSS has also launched online self operated online stores in China.

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The business strategy of < p > Burberry is even more radical.

In addition to increasing cooperation with Baidu [micro-blog], Youku, Ali and other companies, it has begun offering online private custom services.

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< p > it is understood that after seeing a new product, Chinese consumers can redesign their styles, colors, sidelines, and even personalized signature initials on clothes according to their wishes, and directly customize them to the UK through the Chinese website of Burberry.

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