LV Will Close 20% Of The Rhythm At Hua Men Store.

Recently, the first LV store in Guangzhou suddenly closed down. This is the fourth Chinese store that LV has closed since July last year.

It is reported that in the next few months, LV will also adjust some stores in China.

This is the latest sign of a cold spell in China's luxury sector.

Last year, Hugo Boss closed 7 stores, and Burberry closed 4. Since this year, the number of Prada outlets has dropped by 30% compared with 2014, and the number of CHANEL shops is half of the largest number of stores.

According to industry analysis, in the next 1 to 2 years, with the growth of luxury consumption, more and more luxury brands will be closed.

According to relevant media reports, the LV store in Guangzhou City East Road Libai square quietly closed, consumers who often come here to express surprise, "this shop in the early November to visit when feeling business is good, do not know why it closed."

In fact, since last July, when LV was closed in Shenyang's Long Li Department store, the adjustment of LV stores in China has begun.

According to online rumors, LV plans to retain only one store in other cities except Beijing, Shanghai and Hangzhou.

There are two LV stores in Guangzhou, which recently turned off the normal adjustment.

LV has shut down some stores in China. In August this year, Hangzhou lakeside LV new store was opened. This is the LV global concept store after the 1880 square meter LV flagship store in the Mixc. The new shop area of lakeside is 2000 square meters.

Plus Hangzhou Tower's earliest LV, Hangzhou now has 3 LV stores.

At noon, the reporter turned around at LV lakeside shop, because the store and West Lake were next to each other, plus the flow of tourists and in 77 integrated commercial body.

Quite a lot, but there are hardly any guests in the men's section on the two floor.

The salesperson said, because LV's new model has a high reputation in the fashion circle this year, many of the best selling new products are basically out of stock.

However, Miss Ma, who is shopping here, told reporters that she originally wanted to try a "postman bag" which she liked very much recently, but because it was too popular, the shop was out of stock.

The salesperson admitted that many consumers would choose to come here to try LV bags, and then look for overseas purchasing agents.

But if the store sells more money, some consumers will not pay the price immediately.

According to Xinhua, Emanuel Hermel, partner of a consulting firm in Shanghai, said: "Louis Weedon will close 20% of its stores in China by the middle of next year.

This is almost the speed of closing a store every month. "

In addition to the Guangzhou store, Harbin and Urumqi recently.

The stores also closed each other, and the luxury group has only about 50 stores in the mainland.

Reported that the demand for luxury goods in the Chinese market is decreasing, and some luxury brands led by LV have also lost the favor of Chinese consumers.

As Chinese consumers mature, they think luxury goods are too commercial and priced too high.

Torsten Stecker, partner of American corney Management Consultants Ltd.

Damaged by brand overexposure.

Many stores in China, especially those in the two or three tier cities, have no economic significance and are not conducive to brand image. "

According to the survey, only 18.8% of respondents wanted to have the luxury brand Louis Weedon, but in smaller cities with less consumption capacity, the figure was 38.3%.