LVMH Group Trains Unemployed Chinese

In 2014, China's luxury consumption outflow further expanded to $81 billion. Luxury goods abroad account for more than 70% of Chinese luxury consumption. Under such circumstances, LVMH group began to step up its efforts to seize overseas Chinese luxury consumer market, and join the Parson Institute of design and the American Chinese Planning Association to set up a luxury retail training course to train Chinese sales, so that Chinese services can blossom everywhere overseas.

Recently, the world's largest luxury group LVMH The group announced that it will jointly organize the LVMH Fundamentals in Luxury Retail training course for the unemployed Chinese in the United States this year, jointly with the Parson School of design of the famous design institute in New York, USA and the Chinese Planning Association of the United States (hereinafter referred to as "CPC"). The course will be enrolment in March 30th, aiming at delivering luxury and retail knowledge and skills to luxury retailers in the US.

LVMH Group China public relations official told reporters that the course will be set up in the United States, but the specific content is not known to China at present.

It is reported that the course is for Chinese students in the United States with high school or above education, unemployment or low income. The whole course is 10 weeks, consisting of two parts. The first part is the theoretical course of eight weeks, while the remaining two weeks are the practice of store practice. Teachers, LVMH executives and CPC human resources management staff at the Parson School of design in New York will provide training for these participants, including fashion history, consumer trends and communication skills.

According to LVMH group's director of human resources and synergy, the project planner and executive vice president of Chantal Gaeperle, the launch of the project is mainly aimed at the luxury store that the US wants to provide better service to Chinese customers, and widens the employment scope of the Chinese community in New York.

Since its establishment in 2014, the project has solved the employment problem for many unemployed Chinese in the United States. 70% of the graduates are engaged in sales work under the brand stores of LVMH group.

For the LVMH group training Chinese sales, the industry commented that this is a luxury magnate to seize the Chinese consumer market initiatives.

Mr. Li, who lives in New York and has long been engaged in purchasing luxury goods in the United States, told reporters that only in New York, for example, nearly 30% of the sales of luxury goods were provided by Chinese, and most of them were tourists who travel to the United States in recent years. "Woodbury in the outskirts of New York and oorlies in New Jersey will have a large number of travel shopping groups and free tourists from the mainland of China every day. Due to the large number of people, the S shop queuing passageway is set up at the entrance of the big shop. store It is stipulated that a certain amount of consumers should be admitted every 15-20 minutes, and no more than 30 minutes to shop.

Mr. Li said that the LV and Prada stores he had been purchasing frequently had Chinese salesmen in Chinese service in the past year.

According to the wealth Quality Institute, China in 2014 Luxury goods According to the data released in 2014, Chinese luxury goods consumption in the world reached 106 billion US dollars, up 4% over the same period last year. Among them, overseas consumption expanded further to US $81 billion, an increase of more than 9% over the same period last year. This means that in 2014, the 76% luxury consumption of Chinese consumers took place overseas, and the consumption outflow expanded further than before.

A luxury brand operation manager who does not want to be named said that the traditional way of calculating sales performance in various regions -- statistics and analysis of sales by geographical regions is becoming increasingly meaningless. With consumers becoming more and more diverse in obtaining price and product information, outbound tourism has gradually become the way of life for domestic consumers, and the proportion of overseas luxury consumption will further expand.

Stanly, an international buyer, told the Beijing Commercial Daily that not only in the US, but now in London and Paris, the sales staff who speak Chinese in the luxury flagship store have also become a major trend.