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Luxury Group LVMH's Channel Development Path

2014/7/5 8:48:00 54

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DFS and siren are all over the world. LVMH has a considerable channel of discourse in its own hands. When brands and channels cooperate, they can also play many marketing games. Today, reporters check the magic cube for LVMH. 
 strong > DFS: < a href= "http:// www.91se91.com/news/index_c.asp" > duty-free shop < /a > stick to tourists /p >
 opening the official information of LVMH, the group's business is divided into liquor, fashion leather, perfume, cosmetics, watches and jewellery, and "boutique retail". The most important member of the "boutique retail" is the DFS global duty free shop. 
 tax exemption is an ancient form of business. People traded alcohol on ships for a long time, excluding taxes and fees, and the price of goods was very attractive. 
 DFS was founded in 1960 by two Americans. Their first two stores opened in Hongkong, China and Honolulu, Hawaii, and sold "duty-free" products to visitors. This pattern was quickly successful, when the new rich Japanese tourists surged, bringing DFS a steady stream of passenger and cash income. 
The business of P > DFS grew bigger and bigger, and began to expand into duty free shops and shopping malls outside the airport, until it grew to be the world's largest tourist retailer, attracting Arno's attention. 
 1996, LVMH acquired DFS founder Feeney and two shareholders, and LVMH shared the DFS with founder Miller. After holding absolute control over DFS, Arno felt there was no need to continue to increase DFS. 
 for this merger, the industry commented: "the world's top luxury goods manufacturers have controlled the world's leading luxury goods sellers." 
Under the banner of < a href= "http://www.91se91.com/news/index_c.asp" > LVMH < /a > DFS, P is distributed all over the world, distributed in Oakland, Bali Island, Guam, Hongkong, Macao and other places, covering an area ranging from 2000 square meters to 16000 square meters. 
 DFS is the gateway to LVMH's own luxury brands, and it does not exclude cooperation with competitors. DFS stores in various stores include many classic brands, such as Cartire, Chanel, Gucci, Louis Weedon, Tiffany and emerging brands such as Kate Spade and Michael Kors. 
The marketing idea of DFS, in addition to the price advantage, also came up with various ways to stimulate sales. Arno created a model very early. Customers can choose goods at any luxury store in the city, but if they have a boarding pass, they will not pick up the goods. When customers boarded the plane, someone will send their products to the cabin for tax-free purchase. 
 on the most famous DFS in Hawaii archipelago, a large number of storeys in several storeys are designed like mazes. Customers follow the design channel and walk through all the commodity display areas until they reach the exit. This allows customers to purchase as much as possible. In Hawaii, taxis can be reimbursed by taxi between different duty free shops. 
 2000, the Celine brand of LVMH group even designed a handbag series for DFS sale, and some cosmetics brands also have category specially sold for duty free shops. 
A senior executive, a href= "http://www.91se91.com/news/index_c.asp" > DFS < /a, told reporters that although DFS is targeting tourists who are in a hurry, they have also begun to strengthen their emotional ties with customers in recent years to enhance their experience and frequently organize various activities aimed at VIP customers in the store. 
 DFS held a wine exhibition in Singapore store, invited some wine brewer family to communicate with customers face to face wine tasting, and were invited to be 400 DFS platinum card members. Other activities such as new products, cocktail parties, fashion shows, watches and wristwatches, on-site production and display are constantly in DFS. 
 but because of the restrictions of policies and regulations, DFS can not enter China, and can only strive for Chinese tourists going to sea. 
 strong > A: < a href= > http://www.91se91.com/news/index_c.asp > private brand < /a > Gold Mine /p >
In P, 1969, a man named Dominique Mandonnaud opened his first cosmetics store in Rio mori, France. 
 at that time, beauty products were only sold in the counters of department stores, and there was no open option on the market. And he has an unusual idea. He transformed the cosmetics monopoly store from a simple sales place into an interactive space for sightseeing, roaming and trying. 
 this mode is very popular with customers. By 1979, Mandonnaud had opened more than a dozen new chain stores and settled in Paris for the first time in 1988. In 1994, the store was named after SEPHORA (Mose). It was named after the name of the wife in the Bible. 
In 1997, P was successfully purchased in France by LVMH. LVMH thus mastered an important high-end cosmetic channel and developed it to the world. As of 2013, SEPHORA had as many as 1859 stores in 28 countries worldwide. In April 2005, SEPHORA opened its first store in Shanghai in China. 
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 --EndFragment--! LVMH group's many high-end cosmetics first stationed, Guerlain, Dior, Benefit and so on. L'OREAL, the world's largest cosmetics group, is also a partner of the company. Lancome, L'OREAL and Paris all occupy an important position on the shelves. 
After the entry of P, China's local cosmetics company Shanghai Jahwa cooperation, Shanghai Jahwa purchased some stake in China, while Herborist's brand such as Herborist is sold in the market. Herborist has also entered the European market such as France by means of silk. 
 however, it is not invincible. A French cosmetics company's marketing department revealed to reporters that she had tried to cooperate with Chanel cosmetics many years ago, but the other side has been very reserved. So there has been no Chanel cosmetics in silever until now. The latter always appears in the high-end shopping malls in the mode of counters. 
 and LVMH has a much better relationship with Gucci, another big rival. Gucci's perfume is always in the fragrance area of the first time. 
The location of "P" is a classic and potential brand, including skin care, make-up, fragrance, hairdressing and so on. After being bought by LVMH, it has become a big role in beauty circles. 
Under the support of LVMH group, with the support of Guerlain, L'OREAL and other industry leaders, P gradually began to use the channel's brand strength to collect those relatively small brands. 
 reporter has learned that many small European brands can not expand the Chinese market independently. With their size and potential, they can not win the market counters, let alone market promotion of these burning money. 
They signed a cooperation agreement with P, occupied a small area on the shelf, immediately owned a good location of the silk, and entered the Silk Street store at the same time, and then took a marketing car. As for anyone who bully anyone in the cooperation agreement, only the two sides themselves know it. 
 after the market matures, the company enhances its customer loyalty through membership system. In recent years, the company has launched the "Silk Lotus" brand cosmetics, which is both a retailer and a brand dealer. The gross profit margin has been greatly improved. 
 SHANG Jia Center: opponent also partner 
 2009, Arno and the gambling He Hongshen family jointly invested in the construction of "SHANG Jia building" in the Hongqiao Development Zone of Shanghai, and invested a total of 500 million dollars. 
 SHANG Jia center is located at the junction of Zunyi Road, Xian Xia Road. Its shape is like the skirt of a dancer. It is called "boots building" in the bookshop. This is one of the few real estate investments LVMH has made in China. It is also said that this project is invested by Arno in his own name. 
 2013, SHANG Jia Center opened, LVMH's LV, Dior and other major brands settled together. Meanwhile, many clocks and jewellery brands of the earthen group, the Earl of MontBlanc and many of its watches and jewellery brands, also set up shop together. At the same time, it attracted many independent brands such as Burberry, Tod 's and so on. For a while, the SHANG Jia center jumped to the most luxurious shopping center in the Shanghai lineup, but the passenger flow has not been satisfactory so far. 
 a luxury goods agent in Italy told reporters that cooperation between Chinese brands and shopping malls is often a game. The best position between brands is to compete with the market. Some brands pay monthly rent to the shopping mall on a fixed amount, and the other mode is "shopping mall" according to brand sales performance. The rules of cooperation between the two sides are nothing more than "big shop bully" or "big customer bully". After LVMH owns the mall, the relationship between brand and shopping malls becomes "internal contradictions". 
 the second largest luxury group in the world is the old rival of LVMH. At the SHANG Jia center, the two sides reached a tacit understanding. The peak group is strong in watches and jewellery, while fashion is weak, while LVMH complements it. The clocks and watches of many of the peaks appeared in the SHANG Jia center, which not only gathered the popularity of shopping malls, but also avoided the excessive competition with the LVMH brand. 
 the example of luxury carrier penetration channel is everywhere. The peak takeover of Net-a-porter and Swatch shares Hendry. When you develop sufficiently large, you will always be able to resist the whole industry chain. 
 another story. 
 one day, the long term supplier of LV handbags, zipper brand YKK suddenly raised the price of LVMH. Over the years, YKK has excellent quality and high performance price ratio. And how did Arno respond? He did not hesitate to buy another zipper brand - YKK soon wore soft. 
 there is no greed and no competition for control. There is no Arno today.