Kai Yun Group: Really Changing The Fashion Is The Electricity Supplier.

December is always linked to various "inventory".

The 2015 hot words of creative director leave, luxury electric business and global environmental turbulence coincide with the same company -- Kai Yun group.

Including Gucci, Saint Laurent, Balenciaga and Puma, the French luxury group has 21 fashion and sports brands at the moment, with a market value of more than US $21 billion (about 134 billion 360 million yuan).

In the second generation, under the baton of Francois-Henri Pinault, the Group recorded a total sales of US $10 billion 700 million (about 68 billion 460 million yuan) last year, an increase of 4.9% over the same period last year.

It is no longer better than the fashion house. Kai Yun has only 52 years of history. It was originally a building material company in Brittany, northwest of France.

The founder of Fran C OIS Pinault, the father of Francois-Henri Pinault, acquired the retail and financial field through investment and acquisition.

By 1999, the "financier" had already held spring department stores, Christie's auction house, Lei Du mail order and other companies.

In that year, his capital entered the luxury sector for the first time - buying Gucci 42% shares for $2 billion 900 million.

The deal made his dead rival and LVMH founder Bernard Arnault furious, who also wanted to buy and even bid higher.

With Gucci as the starting point, other brands continue to seek refuge: YSL, Balenciaga, Bottega Veneta, Boucheron...

The luxury group began to take shape, but until the second generation was in power, the cloud began to have a clear look and gradually became the way we are now familiar.

In 2005, Fran ois-Henri Pinault, 43 years old, became president and CEO of the group.

His idea is to strengthen the international market and focus on luxury fashion, sports and lifestyle.

In 2008, 55% of Kai Yun group's revenue came from the French region, compared with less than 5% last year.

Two years ago, he announced that the group changed its name from the original PPR to Kering (homophonic caring, meaning "care"), and unstripped the non fashion industries such as book electronic chain store Fnac and Lei Du mail order.

From Gucci to Balenciaga, the personnel change of opening cloud has been extended from the end of last year to the fall of this year. The reasons for the true separation of Frida Giannini and Alexander Wang have never been officially announced.

Fran ois-Henri Pinault said that one of the purposes of the company is to treat every brand's creative director and CEO as entrepreneurial partners, but "creative people are not necessarily good managers."

"The industry is so difficult, the rhythm decides everything."

Pinault does not think this is a new phenomenon.

Whenever we mention the Alexander McQueen of suicide in 2010 and the John Galliano expelled from Dior due to emotional disorder, this old topic will recurring.

A recent McKinsey report shows that luxury sales of e-commerce channels now account for 6% of total sales, about $15 billion 500 million, which will change to $77 billion 600 million in 2025.

The share of sales will increase to 28%.

Pinault, who is responsible for opening the cloud, agrees that the inevitable change in the fashion industry is e-commerce.

In this regard, Kai Yun is a forerunner.

As early as 2012, it formed a joint venture with Yoox, and made its brands such as Bottega Beneta, Yves Saint Laurent, Alexander McQueen, Balenciaga and other pioneered touches.

Pinault idealization predicts that by 2020, the revenue of the open cloud line will reach 1 billion euros (about 16 billion 250 million yuan).

According to the ten year plan he gave in 2011, the total sales revenue reached 24 billion euros in 2020, the proportion of electricity supplier sales was only 4%.

"As a high-end luxury brand, it is difficult to face mass network users like mass brands."

"If digital services lose their luxury, they will get into trouble," he said.

At present, most brands of Kai Yun group are using the Internet to promote brand awareness rather than attracting direct online purchases.

His answer represents a large number of prudent and luxurious brands.

As an integral part of modern life, Internet sales are absolutely indispensable, but the scarcity, distance and nobility of luxury goods are greatly reduced in the Internet world.

How to combine the mouse with the counter is a major problem that needs to be considered after opening the cloud, and there is not much time left for him.

At this year's Luxury Summit, Johann Rupert, President of Richement group

And LVMH threw olive branches, hoping that the three parties could form an alliance to launch a luxury online sales platform.

At present, Gucci has brought brand new life.

Alessandro Michele, the new creative director, had previously been unfamiliar with the title of "best international designer" in the British Fashion Awards 10 months later.

The new Gucci, which is well regarded by the industry, is currently only proven by sales performance.

According to the third quarter earnings report released by Kai Yun, Gucci, which accounts for 31.9% of the total revenue of the group, is still losing money. The autumn and winter series designed by Alessandro Michele in 2015 and September were just on the shelves.

In Pinault's view, the integration of Gucci will only have a real impact on performance until 2017.

When consumers pick up their cell phones, press down to buy and build.

One by one, armed with Internet sales.

Chanel, once unaware of the electricity supplier, quietly launched a set of jewelry on Net-a-porter this year. C line, a luxury brand in France, also rejected online marketing, saying that "trying on clothes and wearing clothes is more important", but now it has joined the online branding camp.