Former Chief Executive Of LV: The Fetters Of Super Salesmen And China

　　 Yves Carcelle He is a talented salesman who first opened up the LV China market. In 1992, Yves Carcelle, CEO of the then group, opened its first store in mainland China. A LV competitor, who did not want to be named, once said that when he and China came to some remote towns in China, he would usually give the beautiful leather goods as gifts to the local mayors and mayors. He once said: "we open new stores to pay attention to the expected sales and whether we can meet the target, not blind expansion."

In reviewing the decision to enter China, Yves Carcelle said that the Chinese were not wealthy in 1992, but Louis Weedon was "beachhead". at that time It is difficult to see boutiques on the streets of big cities in mainland China. The first store of LV has to be located in Xpu Ha Palace Hotel, Beijing. In the eyes of kasle, with the rising of the overall economic situation, the money in Chinese Pocket needs not only to satisfy the consumption of life, but also to "enhance the image of oneself" and widen the gap between others. This concept of consumption will bring great business opportunities. Thus, in the entire Chinese marketing expansion, the acceleration of opening up has become an evidence of LV marketing targeting. Since the end of 2007, LV has speeded up its opening speed in mainland China, and gradually radiated from the northern cities to the second tier cities such as Xiamen, Changsha and Qingdao.

In addition to the huge engulfing of market share, LV has successfully grasped the strategy of brand promotion, and finding the first line stars in China has been followed by many luxury goods. Cassel personally invited Gong Li and Fan Bingbing, the two hottest female stars in the world, to go to Paris to see the show. In early 2011, LV released a new image advertisement. The main character of the advertisement was the Taiwan actor and model Gao Yixiang who was born in Canada. This is the first time that LV has chosen Asian faces to speak for its products. All these have fully shown Cassel's thoughts in grasping the operation of the market, and also reflected his love for the Chinese market and his love for China.

In 1997, he recruited Mark Jakob (Marc Jacobs) to design shoes and clothes for Louis Weedon, and successfully launched the series of garments. The performance on the Paris Fashion Week in Paris was accepted by the public. Louis Weedon also added watches, jewellery and accessories. "He gave his life to this place," Jacobs said. "He knows this is a huge company. He is building it, but he never has." forget This is his favorite career. It is an interesting thing to do. This is what makes him so different.

Yves Carcelle insists on starting work at 6 o'clock every morning. During her stay, she visited more than 400 Louis Vuitton stores worldwide. He is a very charismatic leader. He leads his team to do his best even at weekends. He is seen as a successful achievement of Arnott's global ambition. When he joined the LV group, the annual sales of Louis Vuitton were only 500 million euros, and the figure was close to 7 billion euros when he left office in 2012.

Under the leadership of Yves Carcelle, Louis Weedon's store has doubled to 1300, which has increased almost 10 times to nearly 10 billion euros or 13 billion dollars in more than 50 countries around the world. Louis Weedon has been the main source of income for LVMH, a luxury luxury goods company in France. Its revenue accounts for more than 2/3 of group fashion and leather goods sales.

When referring to Carcelle in the original text of the Louis Vuitton group website, the word "craftsman /ARTISAN" was chosen. In many reports about Yves Carcelle, he has been working hard for more than 20 years to build Louis Vuitton as the world's top luxury brand. Today, Louis Vuitton, the French manufacturer who chose the word "craftsman" to mourn Carcelle, is the highest affirmation and recognition of his dedication and great contribution to the group.

"As an indefatigable traveller, Eve is the pioneer of the image and value of LV," LVMH chairman and CEO Bernard Arnaud said in a statement. He is always curious, passionate and always in action. He is one of the most inspiring leaders I have ever known. " Vogue magazine called him "a highly respected person in the industry" and attributed his biggest achievement to the opening of new commodity lines, glasses and jewellery, and successfully expanded the world's reputation for the brand.

Louis Vuitton, which has long been regarded as the pioneer of luxury goods industry, is one of the first luxury brands who choose to sell their products only in Direct stores and never discount. Julian Easthope, a Barclays luxury research expert, once analyzed: "Yves Carcelle directly connects the luxury industry to retail, abandoning the wholesale mode in the past, and it is essential in the development process of the global luxury industry."

Yves Carcelle majored in mathematics at the University, and obtained a degree from the French elite Institute, Paris Polytechnic University and the European School of business administration. Before joining the LVMH group, he worked in fast selling brand Spontex, French household textiles Descamps and Absorba clothing brand. His career started from the bright family cleaning products and polyurethane foam, and was different from the gorgeous Hall of LVMH.

When all of the billionaires thought the idea was ridiculous when Concetta Lanciaux, the LV group's human resources manager, nominated Yves Carcelle as manager of the development strategy department. But Ms. Concetta Lanciaux, who is able to stick to her own views, has contributed to the last successful meeting of the two most talented men in the Vuitton group.

In 1989, Yves Carcelle joined the LVMH group as the chief strategy officer. He did not know anything about luxury at the beginning of the time, but soon he showed extraordinary wisdom and vitality. In addition to his business capabilities, Yves Carcelle also has an urgent desire for success and a strong curiosity about all unknown things. When he entered the LVMH group in 1990, many people around him looked down upon the outsider from the mass consumer goods market, but his collaborators were soon overwhelmed by him. He stood out as one of the most outstanding figures in MOET & CHANDON Hennessy LV group.

Although the personality of Bernard Arnott, President of LVMH group (Bernard Arnault) is quite different, the two people cooperate tacit and trust each other: Arnault's personality is indifferent and hard to arouse interest in someone, but Carcelle is very casual and open. Arnault, the son of Antoine, the CEO of Berluti, has worked with Carcelle in Louis Vuitton. His comments are: "Carcelle always pays attention to the smallest details while paying attention to the overall situation, foresee the future, and perfect the combination of left brain and right brain. This is the rare quality of a top manager of an enterprise. Of course, he is still a tough negotiator. No one can beat him easily. " To this day, Yves Carcelle has passed away, Bernard Arnault calls it "dearest friend" and expresses its condolences. Bernard Arnott, the founder of LVMH group, provided him with the key to success: he not only led him to understand the world of Vuitton, but also allowed him to spend 60% of his working time in front-line practice. He worked hard all over the world and absorbed all kinds of cultures in this world.

Yves Carcelle holds office and honors

In 1989, Yves Carcelle joined the LVMH group as chief strategy officer.

In 1990, she was promoted to the then president and chief executive of Louis Vuitton Malletier Unit.

In 2004, in view of Yves Carcelle's great contribution to French culture, it was awarded the medal of honor legion of France.

In 1998, it was solely responsible for the LVMH fashion group. It not only led the Louis Vuitton exquisite leather products and the unique LV logo to exaggerate, quickly entered Asia and other international markets, but also managed a series of outstanding brands including: Loewe, C e line, Givenchy, Donna Karan, Kenzo, Berluti, cable and cable.

In 2002, she left the post of LVMH fashion group head and devoted herself to the operation of Louis Vuitton.

Yves Carcelle was appointed Vice President of the Louis Vuitton foundation in 2014. The foundation is located in the outskirts of Paris, France. It is designed by Frank Gehry. It will collect a large number of modern art works of LVMH group, which was originally planned to open in October. He is also a consultant to Bernard Arnault, President of LVMH group, and a member of the French luxury industry association Comit Colbert Colbert.