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Three Luxury Groups To Slow Down Expansion And Adjust Business Strategy

2014/4/5 21:54:00 61

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Not long ago, Bain issued a survey report that the sales of luxury goods in China increased by only 2% last year, which reached 30% in the previous few days.

At the same time, the world's three largest luxury group has slowed down its expansion in China and adjusted its business strategy.

except the data is not optimistic, the withdrawal of physical stores is the most intuitive one in this industry. Shanghai is the metropolis most directly affected by this wave of cold current.

Giorgio Armani flagship store, which was held in the Bund for 10 years, was closed last year, while the Bund six Dolce & Gabbana, the Bund eighteen, Patek Philippe and Boucheron, which were not far away, were also evacuated.

The seemingly luxurious luxury merchants have closed down. This signal also tells us that for the luxury brands, the most profitable year for Chinese market is over.

for this phenomenon, Wuhan's a a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > industry insiders say that this is not a good thing. On the one hand, it shows that Chinese consumers have reduced their boasting mentality, and the slowdown in development indicates that China's luxury market has gradually entered a mature stage.

traditional sales channels have been impacted /p >

5 years ago, to buy a LV handbag, 90% of people would not want to go back to buy online, conditional friends from abroad, really can not go directly to the store to buy.

But now is the world of mobile Internet. With the rise of Hai Tao, the huge difference between luxury goods at home and abroad, the Amazon website of the United States, and the official website of luxury goods have become popular locations for Chinese consumers.

Coupled with the rapid development of pport companies, it is not difficult for you to sit at home and buy luxuries.

Miss Tong, a university in the United States, returned to work in Wuhan and found that all the big names in the country were more expensive than the US. She said, "now I have two channels, one is to travel abroad and the other is to sit in front of the computer.

She pointed to his classic LV, saying that the French bought it, after the discount of 4000 yuan, the price may not even get a LV wallet in Wuhan.

Nowadays, it is more convenient for Chinese to go abroad, and also leads to the overseas sale of luxury goods, which is cold in China.

indeed, under the impact of various channels, the sales of traditional luxury stores have been greatly affected, so the world's three largest luxury goods groups have also stopped expanding. In the face of increasingly complex business environment and increasingly fierce competition, luxury brands are trying to adjust strategies and start again.

honeymoon end of the big road how to go

although the magnitude of China's market slowdown is so remarkable, it is still the most important market that no one can ignore.

After the honeymoon period is over, these luxury brands need to consider what to do next.

at the beginning of this year, a survey report by Bain company showed that the number of new outlets of 20 global luxury brands in the Chinese market has decreased from around 150 in 2012 to about 100 in 2013, a decrease of 1/3.

Brands are paying more attention to customer experience and comparable store sales, rather than the number of stores.

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

for example, Gucci began to shift more to the high-end market and improve its performance by raising the unit price.

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

LOGO is no longer able to attract all Chinese consumers. Individuality customization, private customization and local tyrants are slowly turning to taste consumers.

apart from adjusting product line and price, many luxury brands have begun to expand the channel of e-commerce, so as to further develop 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.

The business strategy of Burberry is even more radical.

In addition to increasing cooperation with Baidu, Youku, Alibaba and other companies, it has begun offering online private custom services.

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.

> the market is flagging. The three giants show their magic power

> a href= "http://www.91se91.com/news/index_c.asp" > LVMH < /a >, "Lifeng group" and "Kai Yun group" are the three giants in the world. Their most representative brands are LV, Cartire and GUCCI.

A few years ago, as Chinese people like to buy luxury goods and love foreign luxury stores to make a big difference, the big brands shouted "thank China", and last year's Chinese market made their hearts dull.

> business is bad, the whole counter, from last year to the beginning of this year, none of the three giants was idle. LVMH continued to maintain the strategy of "good luck." no matter the brand of the local France, or Spain, Switzerland, the United States, Italy and so on, they all belonged to its luxury brand, and almost no one was competing with the brand breadth. Last year, they bought LoroPiana, the top brand of the wool world.

The peak group has always been the first to watch the jewelry brand, and not to mention Cartire, the Swiss watch almost covers more than half of the world's famous brand names, and no one can afford it professionally.

Kai Yun group is slightly inferior to them in brand combination, but in addition to acquisition and merger, they also donated the rat head and the rabbit head to China last year, and the intention is obviously only to please the Chinese market.

in the face of the sluggish growth of the Chinese market since last year, every group hopes to add some fresh strength to stimulate growth. However, after all, it is very difficult for a new brand to grow and grow, and mature independent brands are hard to chew. Hermes is an example. LVMH has spent too much effort on N to succeed.

Since the beginning of this year, the three major luxury goods groups have come up with new ideas for acquiring brands, and they have become more cautious about P.

For mature brands, the timing is not likely to come; for the cutting-edge brands, they can only start by looking ahead to their development prospects. After all, a brand like Alexander Mike once brought 11 times its income growth in one year, and this new designer is their common goal.

growth in < a href= > http://www.91se91.com/news/index_c.asp > consumption > /a > /strong > /p >

in fact, most of these luxury brands have a history of over 100 years. The slowdown in growth is not new to them.

In the European and American markets, luxury brands were also very popular at the beginning. After a period of time, the annual growth was very small, even zero or negative growth.

Since the financial crisis in 2008, the US luxury industry has not been better, but last year it ushered in a small climax of consumption, an increase of 4%, which can be described as a great achievement for a mature market.

At present, China is the world's second largest luxury consumer market closely following the United States, and this process may be repeated in China.

now the major brands are more and more particular about service and personalization, just like the high-end series of Gucci. What they want to do is to go to LOGO and let customers think of the unique luxury and honor.

No matter what the future strategy is, for every luxury brand, one thing is obvious - the era of easy picking up the fruits of the market is gone forever.