Ralph Lauren Redeployment Strategy To Expand China'S Market

< p > Ralph Lauren (Ralph Lauren) rescheduling strategy to expand the Chinese market, mention the brand of Ralph Lauren, maybe many Chinese do not know, but mention POLO sweater, I believe many people are not strangers, especially Polo logo, has been throughout the streets of China.

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Less than P, however, it's hard for people to get a bit closer to luxury goods.

In fact, in the hearts of Americans, the designer brand of Ralph Lauren is the classic representative of "American style".

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Ralph Lauren, the founder of < p > Ralph Lauren, loves to collect old cars. She has been concentrating on shaping the "American style" that combines western pioneering, Indian culture and old Hollywood feelings, and even has been labeled as "American classics" by the media.

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Ralph Lauren P is a talented designer, but he seems to have slowed down a lot in the global expansion. So far, he has a small share of the Chinese market.

Maybe it was a snake bite for ten years, but Ralph Lauren had been out of the market in China because of its low-end image and imitation products in the Chinese market.

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< p > however, the latest fourth quarter earnings report only increased by 1.3% compared with the same period last year, so that Ralph Lauren has realized that the weakness of the European and American markets and the reintegration of the Chinese market are the next important strategy.

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< p > < strong > revenue growth slowed down, net profit increased 35% < /strong > < /p >

< p > May 24th, Ralph Lauren (RL) released the fourth quarter earnings as of March 30th.

According to the report, Ralph Lauren's fourth quarter revenue was US $1 billion 640 million, an increase of 1.3% over the same period last year, and its total revenue was less than US $1 billion 846 million in the three quarter.

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< p > but it is gratifying to note that the net profit of Ralph Lauren in the fourth quarter increased 35% from the 94 million 400 thousand US dollars in the same period last year, reaching 127 million 200 thousand US dollars.

Gross profit margin was 59.3%, up from 57.1% in the same period last year, mainly due to reduced investment costs.

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< p > "in the 2013 fiscal year, we have achieved record sales and profit levels," said Ralph Lauren, chairman and CEO of Ralph Lauren. "We have an exciting future ahead of us, especially when we develop our global retail network and e-commerce platform to show our brand mix and emotional life."

Obviously, he was very satisfied with the achievement he had achieved.

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< p > from the point of view of sales channels, the retail sales in the fourth quarter increased by 7% compared with the 752 million US dollars in the fourth quarter of last year, reaching 804 million US dollars, which partly reflected the incremental contribution from new stores and e-commerce platforms.

The authorized license income was $4300, which was unchanged from the same period last year. The higher the licensed income of clothing products was offset by the lower family product licensing fees.

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< p > but a href= "http://www.91se91.com/news/index_c.asp" > wholesale business < /a > declined.

The wholesale sales revenue of Ralph Lauren in the fourth quarter was $796 million, 4% lower than the same period last year.

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< p > Ralph Lauren currently expects consolidated net income in fiscal year 2014 to increase by 4%-7%, but operating profit margin in fiscal year 2014 is expected to be lower than last year's record level.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > China > /a > the first show meets Waterloo < /strong > /p >

< p > 2012, Forbes released the list of the 400 richest men in the United States, and Ralph Lauren became the richest in the American fashion industry with net assets of US $6 billion 500 million.

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< p > the 72 year old fashion master ranked fifty-second in the 400 richest list of the United States, up from 6 billion 100 million dollars last year.

He ranks 122nd in the world's richest list.

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< p > Ralph Lauren's birth history is a typical American dream. Ralph Lauren, a civilian family, left school in 1976 and sold ties for Beau Brummel. Later he had the opportunity to design ties and become popular.

Later in the same year, he founded Polo company for $50 thousand.

Today, the company sells products such as clothing, shoes, jewelry, household products and perfume.

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< p > Ralph Lauren is best at marketing "upper class lifestyle".

He pioneered the use of experiential marketing and multiple brand management strategies to motivate consumers to join the brand's lifestyle through storytelling and creating shop atmosphere.

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Less than p years ago, Ralph Lauren, which has developed rapidly in Europe and the United States, has swept across China rapidly, but it is blowing up a "POLO" wind that is quite different from the high-end brand image.

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< p > because Ralph Lauren entered China for the first time through the operation of the distributor, the distributor took the Blue Label blue label product line of Ralph Lauren as the focus of its entry into the Chinese market, and the confusion of the operation system led to an endless stream of imitation goods, which seriously affected the brand image of Ralph Lauren in China.

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< p >, therefore, reshaping the image of Ralph Lauren in the Chinese market has become an important topic for Ralph Lauren.

Since 2010, Ralph Lauren has closed many stores in the Chinese market, with only 2 remaining in Beijing, and the agency has been gradually resumed.

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< p > < strong > resetting China's strategic Asia into the future growth engine < /strong > /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Ralph Lauren < /a > it seems to be expected to return to the Chinese market.

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Ralph Lauren, P, has expressed his love for the Chinese style. "I have always liked the gorgeous style and exquisite feelings of the 30s of last century. It is deeply influenced by Chinese style decorative art, and I think it is still valuable today."

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< p >, so in Ralph Lauren's design, he can see the Chinese elements of Pan Long and buckle, but he is very restrained in using Chinese elements.

Therefore, in the eyes of insiders, Ralph Lauren's Chinese style design scored the highest.

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< p > May 2012, Ralph Lauren group announced: "we will carry out a completely new brand positioning in the Chinese market."

In the year ended March 31, 2013, the US group closed 95 stores, accounting for about 60% of the total number of local stores.

Although the Japanese market accounts for more than half of Asian sales, the company believes that China will achieve high growth by adjusting its business strategy.

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< p > Ralph Lauren group said that in the next three years, 60 or so stores will be opened in mainland China and Hongkong. Only 15 new stores will be opened in Beijing, Shanghai and Hongkong in 2013.

After experiencing setbacks, Ralph Lauren is full of confidence in the Chinese market: "we believe that China will be the focus of our long-term development. We will enter the Chinese market in the coming years, open more stores, and enhance the brand's ownership and recognition in the Chinese market."

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< p > vigorously developing China's sales network will undoubtedly greatly boost the current sales performance of Ralph Lauren.

However, from the current situation, the layout of China's Ralph Lauren market is far behind other markets.

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< p > outside of China, Ralph Lauren is walking on two legs: entity store + electricity supplier. Its online shopping mall has been opened in the United States, France, Germany, Italy, Japan, Luxemburg, Holland, Spain, the United Kingdom and other countries. This autumn, Ralph Lauren will also open e-commerce on Korean Internet, and achieve 24 hours of shopping.

But in China, the stores are all black and blue, and the electricity supplier is not in the rudiment.

It seems that Ralph Lauren's heavy road to China is a long way to go.

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