Change Strategy To Play Cross-Border: Armani Enters Luxury Industry, LV Sells Cantonese Cuisine

Since the development in China is not as good as before, luxury brands have started looking for new ways to develop in China.

Take Armani as an example. In early July, it announced the signing of a luxury residential project on the south side of the Chaoyang Park in the golden section of Beijing, which is expected to be completed in 2017.

It is reported that Armani group's Armani / home interior design studio will be responsible for the public area and convenience facilities design of the Central Park square project, and will create several Luxury Apartments.

Armani cooperation with Chun Hao (Hongkong) Investment Development Co., Ltd., which is its first project in Beijing, including residential, grade a 5A office buildings, street business, underground business, business alone, office and supporting seven parts.

According to the official micro-blog of the comprehensive project, its average price is 150 thousand yuan / square meter.

Armani entered the luxury industry, and other brands were not idle.

For example, in 2014, LVMH group bought a more than 90% stake in the Jade Restaurant Group of the Chinese restaurant through its private equity fund L Capital Asia, which spent 100 million US dollars. The restaurant group has the main Cantonese cuisine, including various dim sum, handmade pastry and baking products, and has more than 100 branches in Asia.

After the acquisition, LVMH group plans to expand the jadeite restaurant to the Middle East and the European market and take the international route.

This leads netizens to laugh and eat bags?

In addition, luxury brands began experimenting with e-commerce channel sales.

In April, Chanel, after its price cut, CO operated with Net-a-porter, a luxury shopping website, to open a sales section for its premium jewellery series Coco Crush, priced at 1970~19000 Euro range.

Zhao Ping, deputy director of the Consumer Economics Research Institute of the Ministry of Commerce, said that in the increasingly difficult and increasingly competitive market of luxury goods, many luxury brands have to lower prices in order to win more consumers in order to boost sales.

Ho Mu told the new China life channel that consumers now have some changes in their cognition of their brands with their former consumers. "Former consumers think that" forever "bicycles are good, and" permanent "sewing machines are not good. Early marketing theory is also so publicizing. With the change of business environment and consumption concept, this concept is out of date.

He believes that with the development of the Internet, information tends to be more pparent, and consumers' understanding of brands has changed. They are no longer "confused love", blind love, consumers are more rational, and judgments of commodities are no longer locked in a category or brand. "Facing the change of consumption concept, enterprises are

We need to keep pace with the times.

It is said that today's business environment and resource integration capabilities have changed. In the new business environment, all technologies, specialties and resources can be integrated.

Armani may only design clothes and design models, but it can integrate the best Real Estate Company and property companies in the world as long as it sticks to the brand of the brand.

For these luxury brands across the border, he expressed his optimism. "

Entering restaurants and Armani entering the real estate must be very rational in terms of product quality, service experience or architectural style.

The cost performance is not necessarily very good, but it has introduced competitive elements for other industries and is good for consumers. "

Other experts believe that the change in consumer behavior patterns is closely related to the impact of e-commerce.

In this environment, luxury companies are wise to diversify their businesses and diversify their income.