Dior Tour: Menswear Brand Values China Market

According to the French media reported on April 14th, Dior Jie Ao Dior Homme brand will launch a new winter product conference in Paris every January. As the brand is paying more and more attention to the expansion of the Chinese market, it has arranged more luxurious new products in China since 2013.

Since the reform and opening up, Guangdong Province, the first group of southern provinces and regions to accept foreign cooperation and investment, has undergone tremendous changes and development under the witness of the Pearl River.

With a large number of foreign-funded enterprises moving the labor manufacturing industry to other parts of China and even other countries besides China, today's Guangdong province is no longer the small place where the cheap labor force started to grow. It has grown into a "service area" for public entertainment consumption, and has opened arms to foreign enterprises to provide more opportunities for profit and development.

As a result, Dior Homme's third round of exhibition in China has chosen this potential metropolis, Guangzhou.

This exhibition booth is designed by the famous French architect Paul Andrew. He used the traditional way of opera and opera, and in the space of 70 thousand square meters, he presented a dinner show for six hundred Chinese and foreign guests.

China's market prospect is immeasurable.

It is reported that Dior Homme continued its tour in Guangzhou in April 8th this year after 2013 and 2014 men's wear show in Beijing and Shanghai respectively.

In the evening, the red carpet gathered in all directions, and the Dior boys came out with the superb Symphony accompaniment of the forty musicians of the Guangzhou Symphony Orchestra.

Dior Homme this great show is the first time that the Guangzhou Grand Theatre has undertaken the fashion activity of the specification.

This show music is arranged by French electronic music master de rum, Thomas husse conductor, and Guo De lamb is in person to perform on the scene, bringing great surprises to the audience.

And no matter how good the top three models from European countries are, the team behind the show is also a remarkable figure.

This shows that the Dior Jie Ao brand is very valued for the Chinese market.

According to the assessment, the Dior Dior's first show contract area in Guangzhou is four times its European show, and its number of viewing guests is seven times that of Europe.

Nowadays,

The number of brands in China's stores is more than forty, including 18 Dior Jie Ao stores, which makes China the largest number of Dior men's shops in the world (there are more than sixty Dior Dior stores in the world).

In response, Sidney, chief executive of Dior brand, said: "now,

For China, it is a very important symbol of quality of life.

If the high-end watch business has been in the doldrums under the environment policy, I believe that this is the highest opportunity for fashion brands and high-end accessories.

Of course, Dior is not the only label that can represent foreign enterprises in the Chinese market.

Including Germany's Boss, Italy's Zegna (Zegna) and Canali.

All of them have won quite a lot of turnover in the Chinese market.

In fact, with the evolution of Chinese society, the Chinese view of men's clothing is also gradually evolving.

In response to this, Sidney said, "we do not intend to do so."

Competition, because Dior clothing has more prestige in sewing technology.

Our customers are more youthful and more interested in elegant dressing styles. They tend to be very fussy about clothes. "

Since 2007, Chris Van Nash, the creative director of Dior Homme, has proposed the idea of diversifying the market. He pointed out: "if Dior wants to become unique in the Chinese market, it must focus on developing fashion.

My creation is based on the integration of traditional and modern styles, deepening my exploration of diversity and individuality.

The creation of contemporary fashion is a continuous process. Every trip to China is a process for me.

The strategy of "tailor-made"

Creative director Chris Van Nash also said: "I never thought that clothing should be linked to the nationality of the wearer, but it should be related to everyone's style.

My understanding of luxury is "to be able to provide customers with more choices".

Since I went to Dior, I have been working hard to create Dior clothing for people from all over the world.

I hope that the most basic mode of clothing can be changed with the pfer of different regions. For example, customers with slightly warmer climate are likely to wear Dior clothing to other areas, which requires me to consider the factors such as clothing, style and so on.

In Dior Homme, we provide clothing for different types of men, whether elegant or modern, and everyone can find their favorite products.

Therefore, Dior always implements the strategy of "tailor-made".

Although China's luxury market has slowed down or even regressed over the past two years, many international brands are still targeting the Chinese market and frequent coming to China.

As the only brand that has been holding the fashion show in China for three consecutive years, Dior Homme is the only brand that can carry out such a large-scale publicity in the Chinese market.

According to the data collected by Dior group, by the end of December 31, 2014, the overall revenue in the two quarter of fiscal year 2014/2015 has been increasing rapidly under the impetus of fashion leather Department and fashion department. The growth rate increased from 10.3% in the first quarter to 10.3% in the first quarter, and the income reached 9 billion 674 million euros.

The group's total revenue in the first half of the year was 17 billion 473 million euros, up 8.4% from 16 billion 125 million euros a year ago, of which China's market share is not small.

In response, the group's chief executive, Sidney.

Xiaobian believes that on the one hand, the price of luxury goods is facing the trend of global integration. On the other hand, the competition among luxury brands is becoming more intense.