Many Luxury Brands Begin To Expand Their Business

Recently, the Kering group released its first quarter results in 2015. Its core brand GUCCI (Gucci) sold less than expected in the first quarter, a decrease of 7.9% compared with the sales volume, of which the Asia Pacific region decreased by 10% compared to the same period last year.

Not just GUCCI, Prada's net profit in the last fiscal year plunged by 28%, the first time that profits fell since its listing in Hongkong four years ago.

In addition, Chanel's sales in mainland China also declined.

In addition to balancing the global price, some luxury brands will also enter the agenda.

This time, Chanel became the leader.

In April 15th, Chanel Coco Crush jewelry series is on sale at Net-a-porter, a global luxury online store, and will last for three weeks. After the online sale, it will move to the boutique and continue to sell.

In the past two years, the mainland of China

The market is weak, and many brands are running down.

For luxury goods to start doing electricity business, R, who works in an e-commerce website, said: "now many industries are opening up e-commerce routes, luxury brands to take the electricity supplier line is also a trend."

But the head of public relations of a fashion brand holds the opposite view. "Not that luxury goods with noble qualities are also moving up the business line, which will reduce the brand image.

Luxury goods are different from some daily necessities. The focus is on the atmosphere of the offline shop.

Worrying is not unreasonable.

There was indeed a message before that.

(Burberry) after entering Tmall platform, the sales volume of RMB 5000 yuan was achieved only a month ago.

Reporters also saw on the website that Fendi, Fendi, Balenciaga, BV and other large brand bags were also sold on the website.

According to other sources, it is expected that before the end of the third quarter of this year,

Electricity business will also be launched.

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Oceanic Taigi is the second cooperation project of Taigu real estate and Ocean property after Beijing Yi Di port, both sides occupy 50% stake.

In December 31, 2010, Tai Koo estate and Ocean Real Estate were awarded 2 billion 3 million yuan for the plot, covering an area of 70 thousand and 800 square meters and a building area of 251 thousand square meters.

The project includes retail blocks, hotels, Hope Land Executive Serviced Apartment and office buildings. The shopping center has a volume of about 114 thousand square meters, with a total investment of 8 billion.

Chen Lei told the twenty-first Century business news reporter that before April 1st of this year, the leading side of the project was Ocean property, and that day was Archaean.

Yuanyang real estate is mainly responsible for pre design implementation, cost control, engineering construction and government dealings.

One is a 100 year old British background company and another is a real estate listed company with central enterprises. The two companies have different corporate culture and management methods.

Chen Lei said that the joint venture companies have both ocean going employees and Swire employees.

Ocean resource integration and engineering control capabilities ensure efficiency and speed.

But Archaean is long run, can assure quality.

Chen Lei said frankly that Archaean demands were very high, especially for details.

They do not value quantity, but value quality.

Chen Lei believes that the most worthy of learning is its business operation and management capability.

Yuanyang real estate requires Chen Lei to sum up the experience of two cooperative projects in Beijing and Chengdu, and apply them to other ocean business projects.

The control of details by Tai Koo can be seen in design and investment.

From the perspective of space design, the relationship between 1:1 and the two floors of Ocean Pacific is very large.

"I hope I can see different scenery without getting bored."

Han said.

The line design follows the route of the old street lane, and some roads are not straight.

What is most proud of Archaean management is that they inspire the imagination and creativity of tenants.

At first, Gucci and other big brands wanted to continue to design in other cities.

But Taigu persuaded them to make changes.

The tenants will eat hot pot and drink tea to understand the culture of Chengdu and understand the consumption habits of local people.

If Starbucks does not make flagship stores, it will be difficult to get a better location.

MUJI was initially prepared to open a 1000 square meter, and finally changed its mind. The largest flagship store of Muji has been set up, covering an area of 3141 square meters, and for the first time introduced a restaurant in mainland China.

Many tenants find that other brands are better designed when they are better designed.

This process requires a lot of communication.

Almost every tenant's communication time is less than 100 hours. The core designer of the headquarters should come at least 3 times to get the final plan.

Under the premise of respecting individual creativity, we should set the bottom line of unified style.

Not only that, each merchant has to communicate alone, and understand what his customers are, whether they are consistent with the positioning of the whole project.

In the Pacific Ocean, there are luxury goods and the most special bookstore, Fang Fang, also has many fast fashion brands and MUJI products with asceticism.

Matter and spirit, luxury and simplicity do not conflict.

The building with both steel bars and the fresh vegetation brought by natural vegetation.

Drawing from the experience of Taigu Li in Sanlitun, Beijing, there are many trees and green vegetation in the Chengdu project.

Although some businesses suggest trees will cause shelter, they insist on it.

To resist the electricity supplier and enhance the experience of the entity is not necessarily a simple increase in restaurants and movie theaters.

In Chengdu Ocean Pacific, the proportion of catering business is only about 1/4.

Han told reporters, "in fact, our catering is very strong."

There are three Michelin restaurants in Chengdu Ocean Pacific, eighteen coffeehouses and teahouses.

There are many tenants who want to enter, but at present only about 90% of the area is rented.

"Are there more than 270 tenants not enough?" Han asked with a smile.

The remaining 10%, he has to stay, slowly observe what people consume, what brand is more suitable.