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Luxury Brand In China Selling Cold Spell Honeymoon To End The Way To Go

2014/5/29 16:50:00 27

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in the Bund, the flagship store, which has been adhering to the a href= "http://www.91se91.com/news/index_c.asp" > Giorgio Armani < /a > for 10 years, was closed last year, while the Bund six Dolce &Gabbana and the Bund eighteen Patek Philippe and Boucheron 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, a luxury industry in Wuhan said that this is not a good thing. On the one hand, it shows that Chinese consumers have reduced their boasting mentality. In addition, the development slowdown indicates that China's a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > market has gradually entered the mature stage.

traditional < a href= "http://www.91se91.com/news/index_c.asp >" sales channel < /a > impact "/strong > /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.

P > how to go /p > at the end of the honeymoon

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 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

LVMH, 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 China's thanks, and last year's Chinese market made their hearts ache.

> business is bad, the whole counter, from last year to the beginning of this year, none of the three giants was idle. LVMH kept on keeping the strategy of good luck. No matter the brand of local France, or Spain, Switzerland, the United States, Italy and so on, it had its luxury brand. Almost no one was competing with its brand breadth. Last year, it acquired 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 consumption

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.

The slow down of luxury goods in China is not a bad thing. This has led to the brand starting to study the tastes of Chinese consumers. Before facing luxury goods, consumers are passive, chasing LOGO, looking at brands, giving brands to what, what you take, and consumers are also growing up. They also pursue brand names to catch up with the design, so the so-called stereotyped classics can no longer win consumers' hearts. P

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 one of the major luxury brands, one thing is clear and easy to pick up the fruits of the market.