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European Luxury Goods Have Been Hit By Internal Injuries.

2014/4/18 11:00:00 20

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simple design and single sales channel can no longer match the changing rhythm of the market.

From the Prada earnings report, we can see that a "simple" brand in China has begun to be squeezed out, and if there is no future change, there may be no future.

It is reported that Italy's old Prada (Prada) recently released its financial results, and the results showed that in the 2013 fiscal year ended January 31, 2014, Prada's net profit increased by only 0.3% over the same period last year, the worst result since its listing.

industry insiders say that the global macro economy is weakening, which makes the European market of brand consumption to a certain extent. At the same time, the relevant policies of the Chinese government have also blocked the development of the brand in the domestic market.

In this regard, Zhou Ting, President of the Institute of wealth quality, held the opposite view. It said that the external economic environment would lead to relatively slow development of luxury goods, but the initiator of the decline in Prada performance was the internal injury of its brand.

From the point of view of product structure, most of the Prada sales are lack of freshness for their classic and basic funds, while consumers' ideas are changing, while brand and design remain the same, so it is difficult to attract consumers' attention.

seek < a href= > http://www.91se91.com/news/index_c.asp > diversification > /a > Road /p >

diversification has become the buzzword of today's enterprises and brands. How to kill a blue ocean in the face of fierce competition? Many brands are based on the diversification strategy of products, markets and promotion.

LV Group vigorously develops the watch business, BV starts to plan the development of jewelry, fragrance and other categories, and the process of brand seeking to diversify is becoming more and more intense. However, Prada is just like a spectator.

it is learnt that on the road of diversified development, Burberry, a luxury British brand, is a successful example. Children's clothing, home and bags involve multiple product lines in various fields, so that brands can meet various needs of consumers.

At the same time, brands in the domestic electricity supplier channels have also done a good job, recently also set up customized services for Chinese consumers.

Consumers can choose and match their clothing materials and colors according to their own preferences.

for Burberry's diversified sales channels, Prada appears to be too conservative. In its earnings report, it mentioned that the 2014-2016 year brand plan has set up 120 stores in the world.

In this regard, Zhou Ting analysis, a long established shop to promote performance is a regular strategy for luxury goods, many times will achieve remarkable results.

But in the face of the changing market, blind expansion may lead to tight financial services and ultimately short-term performance is just like a flash in the pan.

in Europe's Last Romantic .

echo newspaper wrote in October 2013 that "a href=" http://www.91se91.com/news/index_c.asp "luxury" /a "is the last romance in Europe? For a long time, many famous brands in the world such as London, Pakistan and Milan have made the luxury goods market strong. In the eyes of ordinary people, brand names are synonymous, and luxury luxury goods have swept the mainland, especially the rise of emerging market countries, promoting the consumption of luxury brands by European luxury brands.

According to Ipsos data, many Europeans are disappointed with luxury goods and the European economic crisis. Consumers feel that prices are rising. The southern region is strongly affected by the financial crisis. Consumers in Spain, Italy and Portugal no longer buy luxury goods from Germany and Britain. European luxury goods have largely shifted to emerging market countries, pushing local brands and customers to start selling Arabic, Chinese and other luxury goods. The price of luxury leather has risen, and quality products have declined. Foreign tourists have become one of the sales targets, especially in Asian countries.

> a href= "http://www.91se91.com/news/index_c.asp" > emerging market < /a > national new wealth is "savior" /strong

the French echo newspaper reported that the European luxury market has been successful in emerging markets, and European brands account for 2/3 of global luxury exports. Since the European debt crisis, many industrial entities have been weak and even unable to maintain market share, while luxury goods companies have achieved great success in exports.

First, the strength of the brand, such as Louis Weedon, Hermes, Chanel, Gucci and so on, are all world famous brands, and second, emerging markets are the main consumers, according to a study by the Paris Institute of economics.

it is reported that in the past year, the turnover of European luxury goods market has exceeded 67%, while emerging market countries are one of the main consumers of luxury brands, such as Louis Weedon (LV).

this shows that the growth rate of luxury goods has declined, and the European market and the Chinese market have not been able to exert themselves. Luxury groups have to work hard to promote their products to emerging market countries.

According to consulting company Bain, from 1995 to 2015, the global luxury market will be multiplied by 5 over 25 billion. France has about 1 billion 700 million handbags, perfume, clothing, jewelry, leather, spirits, tableware and so on. France, Italy and Switzerland are major European luxury competitors.

Emerging market countries are one of the main export destinations.

P, of course, there are also challenges to enter the emerging market: as the consumption of luxury goods in the emerging market is growing, especially in some big European brands, the European luxury group will not hesitate to raise the price of high-end products in order to satisfy consumers' desire to buy luxury goods.