2014 Luxury Luxury "Redemption" Collective Stores To Tighten Up The Pace Of Expansion

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< p > 2014, but the past year has not stopped.

For the major international a brand < /a >, the most profitable year in Chinese market has become a memory.

At the end of last year, the three quarterly bulletin of the brand was concentrated, the market shrank, the profits fell, the ratings decreased, and bad news went on one by one, so "Redemption" became the annual theme of the brand business, and a difficult market defense battle had already begun.

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< p > < strong > strategy, a group of stores to tighten up the pace of expansion < /strong > /p >

< p > 2013, Armani flagship store and Dolce & Gabbana flagship store were closed in Shanghai the Bund three and the Bund six.

Armani has been in the Bund three for nearly ten years.

In the Bund eighteen, Patek Philippe and Boucheron also withdrew.

With the economic downturn and the weakness of sales in China, the expansion of luxury brands in China seems to have stopped abruptly.

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< p > in early 2013, LVMH group said that LV will completely inhibit expansion and will not continue to open stores in China's two or three tier cities.

At the same time, Kering group and Li Feng Group also said they would slow down their expansion in China.

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< p > < strong > strategy two farewell to classics to LOGO rise < /strong > /p >

< p > early 2013, < a > LV < /a > creative director Marc Jacobs has thrown out a "blockbuster": LV classic interwoven letters and square canvas series will not appear on T stage in the future.

At the end of the year, the 2014 handbag of spring and summer women's clothing designed by LV was completely without LV's classic LOGO.

If it weren't for savvy consumers, fan fan was now the Advertising Spokesperson for LV. He had to guess who Fan Bingbing's handbag was carrying half a day.

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< p > not only is the interleaving letter of LV, the double G of Gucci, the grid pattern of Burberry, the double C of Chanel, these consumers' familiar logo gradually fade out, luxury goods are gradually losing their own characteristics.

Big brands to LOGO, such as levees quickly infiltrated into the entire luxury industry.

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< p > < strong > strategy three Chinese elements conform to the national aesthetic concept < /strong > /p >

< p > Gucci launched the special edition of New Bamboo in China, using the dazzling and bright lacquer material matched with the classic package that was born 66 years ago.

Roger Vivier has launched the exclusive red classic limited edition series, which is sold exclusively in China with red theme shoes, high heels and handbags. The charm of this product has been doubled by the brilliant red.

SWAROVSKI designs Tarantula series for Chinese market.

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< p > even arrogant < a > Hermes < /a > also launched Arceau Ecuy re China Limited female watches.

MontBlanc is more reluctant to lag behind, especially for China's world time watches, with a limit of 88.

The Chinese special wrist watch is based on the northern hemisphere version of China. The dial dial outer city disc logo has the name of the 24 time zone in the northern hemisphere, and the East eight district is marked with red CHINA characters.

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< p > < strong > strategy four sub line, light luxury concentrated force /strong < /p >

< p > 2013, more and more light luxury brands began to separate themselves from the market, new recruits were born, and the old ones expanded vigorously.

The most popular camps of light luxury brands are the second-line brands launched by the number one line, or the many sub brands in large groups.

Similar to origin, but also have different business strategies, or with the main line brand shop, in the market is the main line of strong candidate, such as MCQ and Alexander McQueen, Emporio Armani and Giorgio Armani.

Or have independent stores, aiming at a clearer market, such as Italy's Max Mara's Max&Co. and iBlus and other light luxury brands, together with Max Mara to form a solid market echelon.

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< p > < strong > strategy five, 50 percent off new spoiler discount season < /strong > < /p >

< p > discount is not unusual. It can be said that the concept of luxury discounts is also a product cycle.

The year before last year, if the style of the dry season is often discounted, and the new product is definitely not discounted, this has always been the pride of luxury brands.

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< p > but in the year-end sales season in 2013, many luxury goods in the shopping center of Beijing are selling at a low price, even to 50 percent off.

These include first-rate luxury items such as Dior, Burberry, YSL, Tod 's and so on. About 20 pieces of spring and summer shoes in 2013 were tagging 40 percent off labels in the entire container store of Xinguang world Dior store.

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< p > < strong > strategy six withdrawal from China is due to strategic adjustment < /strong > /p >

< p > the French beauty giant a > L'OREAL < /a > officially confirmed to the media that it will terminate the sale of its popular brand Garnier Garnier in China.

This is followed by the announcement of the abolition of the Chinese branch by the old Revlon cosmetics Revlon, and another Western mass cosmetics brand has withdrawn from the Chinese market.

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P L'OREAL spokesman said the move was not a retreat, but a strategy.

It is to concentrate on developing L'OREAL Paris and Maybelline New York in the Chinese market.

In Paris, L'OREAL is the largest beauty brand in China.

According to the Market Research Report, L'OREAL group's products occupy 17% of China's beauty market, the first in the industry.

China is L'OREAL's third largest market in the world. According to L'OREAL's latest quarterly earnings report, the Chinese market is still full of vitality, but the recent growth momentum has slowed down. This has also prompted L'OREAL group to reconsider its brand portfolio and concentrate on developing strong brands.

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