Luxury Brands Begin To Reshape The Team

Since the 60s of last century, Arnott has bought more than 50 brands with the power of capital, and made LVMH group a huge luxury carrier. Besides, Kai Yun group, Li Feng Group and Swatch group have never stopped buying. Since the beginning of this century, Chinese bosses such as Fosun Group, Wanda Group and China Haidian group have begun the pace of overseas acquisitions of luxury goods.

"Successors do not want to continue to do this business, family brand management is difficult, and hope to maintain the brand is the main reason." Liu Yuanceng, a cultural and creative industry investor, took part in overseas acquisitions of several Chinese brands. He told the China Business Daily that there are many opportunities for luxury acquisitions, but how to re brand vitality after takeover is the biggest headache for many mergers and acquisitions.

Born in Taiwan, China, grew up in the United States, Zhu Qinqi, a fashion designer, worked in several major American apparel companies. In 1983, it founded the brand of "Tumi" and joined the famous international travel accessories brand in 2007. In 2013, when Zhu Qinqi bought Georg Jensen, the brand was about to celebrate its 110th anniversary birthday. "At that time, the product line was not clear enough, and silver, jewellery watches and household products were mixed together in three main categories.

After buying the brand, the first thing he did was to reshape the team and separate the three categories of business lines. "First of all, cultural change, Denmark's creativity and design are very avant-garde, but it is not the mainstream in Europe. I need to re explore the cultural connotation of the brand." He invited Swiss professional managers to take charge of the European business, and personally organized the product classification to complete the internal integration. "It took about two years, and now internal integration is almost complete. It's time to enter China." David Chu Say.

It is reported that Georg Jensen only had some household products imported into China by Shanghai agents, but the shutter store was closed. For Chinese consumers, this is a strange brand.

In fact, within the company, Zhu Qinqi will be North America. Germany And China as the three major markets. He thought that North American market It is the largest and most mature market in the world. European consumers are more mature, but the economy is weak. Germany is currently one of the richest countries in Europe, so it is one of the key areas of brand development.

China is also regarded as another important market, Zhu Qinqi told reporters that with the Chinese economy taking off, the younger generation of new consumers with a certain cultural background do not want to be a local tyrant who only knows Logo. They have their own taste and taste for dress, accessories, household products, and so on. The Georg Jensen's DNA is art plus design, which is exactly the demand of the Chinese market.