Mulberry New CEO Takes Up Three Fires

British handbag maker Mulberry said in a statement on Wednesday that the company's performance has begun to recover.

The former CEO Bruno Guillon, who left in March this year, failed to lead Mulberry to test the high-end luxury goods market, resulting in the company's three profit warning this year.

According to reports, sales in the first half of the year decreased by 17% compared to the same period last year, with a net loss of 1 million 100 thousand pounds, much lower than that of the pre tax net profit of $7 million 200 thousand last year.

In order to save the company from bad management, Godfrey Davis, a veteran of the CEO post, took the "three fires" to enable the company to achieve a 8% increase in retail sales and 8% in the same store last year in the past nine weeks ending November 29th.

First, fire: change the brand's original high-end market positioning, and launch the pro consumer price product.

The company launched a Tessie series of ladies' bags at a price of 500-800 pounds, reflecting optimism in the market, but the price reduction strategy has a negative impact on gross margins.

Second fire: in November, the company announced the excavation of Johnny Coca, the famous French luxury brand Celine leather and accessories director, to fill the gap for a year and a half.

One post.

Third fire: strengthen online and offline

Online purchase and offline service are purchased online.

although

The main market, which accounts for 60% of the number of foreign tourists in the UK, is declining, and the performance of emerging markets such as China is not optimistic, but the company's recent performance has been revival, and analysts are optimistic about the future development of the company.

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According to a survey conducted by tourism research and Development Institute of Korea travel agency COSMOJIN this year, 87% of Chinese VIP tourists spend more than 50 million won (about 275 thousand and 600 yuan) in Korea.

The survey was conducted on 596 Chinese tourists who bought VIP tourism projects.

It is reported that 39% of the tourists spend 100 million to 200 million won (about 560 thousand to 1 million 120 thousand yuan), 23% from 50 million to 100 million won, 17% from 200 million to 300 million won, and tourists spending more than the won won.

In addition, the favorite products of Chinese VIP tourists are luxury brand products (68%), followed by Hallyu brand products (23%) and local souvenirs (9%).

According to age, people aged 30 to 39 are the most generous.

56% of the tourists of this age group spend more than 50 million won in shopping, 20% over 100 million won, and 9% over 200 million won.

According to the report, 47% of tourists aged 50 to 59 spend more than 50 million won, with 44% from 40 to 49 years old, 43% from 60 to 69 years old, and 20 from 20 to 43% years old.

It is reported that the consumption of tourists aged between 60 and 69 is relatively low. The consumption of tourists of this age group of 14% is less than 10 million won (about 60 thousand yuan), followed by tourists aged 20 to 29, and the consumption of tourists of this age group is below that of 10 million won.

COSMOJIN related people pointed out that most of the Chinese VIP tourists to Korea are most interested in luxury goods and the highest quality services. Therefore, VIP tourism products need to provide high-quality tourism products that meet their standards.