Luxury Brand Layout Two Or Three Line City Low Key Discount For Performance

Gucci in recent years in China's frequent action, Gucci belongs to the world's third largest luxury group PPR company CEO company Francois Henri Pino said in an interview with the media: PPR brand in China's two or three line cities and the western region showed strong growth momentum, the group's next strategy is to continue to expand to the West.

Under the guidance of this strategy, apart from opening new stores in two or three cities such as Changsha and Kunming, Gucci also set up discount stores in Guangzhou and Tianjin.

LV stores newly opened in China are mostly located in two or three line cities, such as Changsha and Xi'an.

Zhou Dafu also announced that he will expand the retail outlets network from the second tier to the four tier cities in more inland areas.

A survey from McKinsey shows that by 2015, 75% of the Chinese rich will live in two or three line cities and some non coastal cities.

China's willingness to spend luxury goods in the next 5 years will increase from 40 million to 160 million, mainly in two or three line cities.

Compared with the high cost of living in big cities,

Residents spend less, while workers in oil, electricity, telecommunications and other industries earn the first tier cities. They also constitute the main force of the two or three line of luxury consumption.

This analysis has strengthened the confidence of luxury brands in the layout of the two or three tier cities.

The reason why people are willing to spend a lot of money on buying brand-name clothes and famous brand products is not only because of their unique brand value, but also because they represent high quality and good quality.

But this year, famous brands frequently involve "poison", so that many consumers are also afraid of famous brand products.

A survey released by an international environmental protection organization shows that clothing brands such as Armani, CalvinKlein, Levi's, JACK&JONES, Zara and Espirit contain chemicals that are harmful to the endocrine and reproductive systems of the human body.

It is reported that the sample is purchased from 29 countries in the world 20 brands 141 clothing.

63% of them were found to contain nonylphenol polyoxyethylene ether (NPE); all 31 samples printed with plastic sol contained o-benzoic acid two formic acid; and two Zara jeans detected more aromatic amine released from azo dyes.

These chemicals can interfere with the endocrine system, resulting in reduced sperm count or infertility, and may even cause cancer.

Chanel's No. 5 perfume is also caught in a "ban" storm because it contains ingredients that cause allergic reactions.

"

"The incident still caused a certain blow to consumer confidence.

In the Nanfang Daily consumer weekly sponsored by Sina official micro-blog, "Armani, Zara and other clothing were exploded with poison. In this survey, nearly 60% of the respondents said they would not buy the brand of toxic clothing, and 17.6% of the respondents said they would" reduce the purchase ".

Although luxury goods enter China has always maintained a high price and high body status, but the pressure for performance pressure has to occur at a low discount.

As early as September this year, part of

They also joined the discount season, and some even sounded the discount horn in advance of nearly a month.

However, unlike other brands, the label "big junk" is different. Luxury goods are only low-key discounts, and do not hang out discount labels. Only when they enter the store to consult the salesmen, will the salesmen report that there is a discount of 6~7 discount for some products.

In December, driven by the shopping boom in Hong Kong, more and more luxury goods also joined the discount force. Some clothes and footwear discount can go to about 30 percent off.

Many brands in Hongkong and Guangzhou have similar discount rates.

Take Coach as an example, part of the style of Hongkong Tongluowan SOGO department store is 5-7 fold.

The discount rate of Coach stores in Tai Koo Hui is 5-7.

Insiders say that if a particular product is not sold in the season, it will only go down to outlet (Oteri J shop), and the discount will be lower, so many luxury brands choose to make a low-key discount sale during the season.