Gucci Cold Spell Curse Local Luxury Brands To Life?

Recently, LV has closed its 3 stores in China this year, and PRADA has closed 16 stores in China. BOSS has closed 7 stores in China, and many luxury brands have been closed up in China.

The closing shop tide.

At present, luxury brands experiencing cold winter have been gingerly searching for outlets in the field of electricity suppliers. Most brands have taken their own new strategic steps.

At the same time, China's local luxury brands are also seeking opportunities for self expression.

2015 luxury stores are closing shop.

As the US version of the "double eleven discount season", the annual "black Friday" is also a day for us consumers to look forward to.

However, in November 26th, Gucci announced the two series of the new creative director Alessandro Michele, the 2015 autumn winter men and women wear series, including handbags, garments and shoes, which will not take part in this year's sales promotion.

Brand CEO Marco Bizzarri shows that the design of Michele has been sold well enough, and there is little left in stock, so there is no reason to discount.

A sharp contrast to Gucci's hot selling in the US is the embarrassing situation of domestic luxury brands.

According to incomplete statistics, HugoBoss closed 7 stores in 2014, and Ferragamo and Zegna closed 6 respectively, and Burberry closed 4 stores.

In the first quarter of this year, the number of Prada stores in China reached 33, compared with 49 in 2014, while the number of Armani stores decreased from 49 to 44, while the number of Chanel stores was 11.

Burberry2015 will close 10 stores.

The company closed 1 stores, and Cartire closed 1 stores.

The closing of many luxury brands indicates that the luxury goods industry is slowly declining in the Chinese market.

According to other statistics, the number of new luxury stores in the Chinese market decreased from 280 in 2012 to 100 in 2013, according to other data.

The 2015 spring report released by Bain, "global luxury market monitoring", pointed out that the luxury Asian Pacific market will be at a standstill in 2015, and luxury goods revenue in mainland China will be reduced by 2%-4%.

"Big down" big business to seek pformation of e-commerce

Luxury Retailing was the last resort of the old style of consumption.

And the downturn in the store has led many luxury brands to turn to the electricity supplier.

Today, global purchasing, purchasing and sea fishing have become another important way to sell luxury goods, which diverts the flow of luxury stores in China.

And this trend will continue.

The annual report of Chinese luxury goods released by Bain in early 2015 said that in 2014, China's luxury market fell for the first time in eight years, down 1% from 2013 to 115 billion yuan.

However, the total consumption of luxury goods in China increased by 9% over the same period last year, about 380 billion yuan, of which nearly 70% came from overseas consumption.

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In November, Chanel officially launched its online sales of eyewear products in the United States.

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TAG Heuer, which belongs to the LVMH group's Swiss watch brand, closed its shop in Tongluowan, Hongkong, Russell street in August this year. It officially entered the Jingdong business platform in September and opened the TAG Heuer flagship store.

Luxury brands such as Burberry, Chanel, La Mer, Coach, Cartire and so on have been developing new channels through self built e-commerce websites or third party e-commerce platforms in recent years.

Zhou Ting, director of the luxury goods field and President of the Institute of wealth quality, said that the development of online channels has become a strategic adjustment of luxury brands in order to adapt to the changing needs of consumers in the Internet age.

In the future, luxury products will provide experience and services through more O2O ways. The store will be one of the ways to display and support online services as an image.

Changes in operation mode allow luxury brands to adjust the physical store structure.

Under the impact of the electricity supplier, luxury brands will adopt O2O mode to provide better experience and services. The role of the entity store will become a platform for image display and online business support.

China's luxury goods or turning around

Compared with the cold of foreign luxury goods, many people in the industry say that China's local luxury goods are turning around.

2015 in the autumn of Shanghai custom week, China's local designer brand is amazing.

10 high quality fashion brands from China have concluded many orders with the unit price of 5000 euro to 20000 euros.

With the development of China's economy and the precipitation of Chinese brands and designers, China's local industry is rising slowly.

President Cai Sujian pointed out that "the cold of foreign brands has really given China a chance to display and develop its luxury brands."

The local luxury brand "northeast tiger", "Laurence Xu" and "Yong Qi red sandalwood", respectively, increased by 15-20% in 2015.

In July of this year, Shanghai's highly customized Specialized Committee was officially established in Paris, where the DAN, Dan, Grace, Chen, HANART Han, Huang, and Laurence Xu, ten Chinese custom masters and high fashion brands first recognized and received orders from Paris's authorized buyers.

Li Guangdou, a famous brand strategy expert and CCTV brand consultant, believes that whether local brands or international brands are only catered to this group of people, they should take a niche and customized route to meet their curiosity and unique consumption preferences, so that they can enjoy the winter.

But there are many luxuries in China.

In contrast to foreign luxury brands, the industry said that China's high definition industry has not yet formed a mature strategic operation mode, and the commercial scale and value of the brand can hardly achieve a real breakthrough.

Li Guangdou also put forward his own view. He thought that if we want to make breakthroughs, we must first bid farewell to the simple imitation and plagiarism in the past, and really build and package our own luxury brands with our own culture.