Luxury Brand Year-End "Liquidation": Selling Products And Selling Culture

Before the cold comes, haze comes first.

At the end of 2015, many cities in China were troubled by this kind of problem.

And this year's global luxury market is also like that.

The luxury industry, which had been singing for one year, finally handed over the year-end summary.

Contrary to many people's expectations, the global luxury market finally reached a record $255 billion 200 million in total trading volume in 2015, facing a lot of pressure, up by about 11% over the same period.

This figure has a certain recovery and development compared with 2014, and also triggered a discussion of whether the "cold winter" of luxury goods is still slow.

In fact, the situation is not optimistic.

The main source of data growth in 2015 is high-end niche brands and designer brands, including the rapid development of customized products and high-end lifestyle.

It is foreseeable that the number of brands engaged in these products and services is much higher than that of traditional luxury brands. Therefore, this pull relies on the effect of "gathering sand and building up towers", while the growth rate and final sales situation of traditional luxury brands are far lower than the overall growth rate of luxury goods industry, and the relative market share is also further declining.

The growth of niche brands and designer brands takes time to consider, and the sales performance they generate can only be urgent but not bailout.

The environment still needs the traditional brand to maintain, so the cold winter is slow, but a layer of haze is still hanging over the luxury goods industry.

How to reoccupy the market and stimulate the purchase of consumers is the most important part of the traditional luxury brands at the end of 2015.

The "high cold" image of luxury goods is always hard to cater for the electricity supplier or price war. In the face of more and more mature consumers, the spirit resonance is becoming more and more urgent while promoting product research and development.

Luxury "rule haze"

Claude Bif, President of the LVMH watch department, said in a media interview: "luxury goods should follow the pace of consumers and invest in areas where consumers are concerned.

It's not about where the brand is going, but where the consumers are.

In fact, in recent years, more and more brands in the industry are developing in this direction.

Devote as much as possible to music, sports, public welfare and other activities, and strive for more exposure opportunities in a diversified form of sponsorship.

Stylistic sponsorship has a long history, focusing on the artistic value of luxury goods and the struggle and challenge spirit that resonates with sports events. Public welfare activities reflect the social responsibility of luxury enterprises in terms of humanistic care.

The common ground of both is to take it to oneself and to benefit people.

Recently, Francois-Henri Pinault, CEO and CEO of Kai Yun group, held a speech entitled "fashion casting future" at Tsinghua University. The core content of the speech was "sustainable development" launched by Francois, and a new possible "luxury for people to start with self-discipline" was set up for the luxury brand. "Pinault"

Pino said that for Kai Yun group, sustainable development is not only a responsibility, but also an opportunity to create value through design innovation and enduring works.

In short, the Sustainable Luxury, which is emphasized by Kai Yun, is to provide high-quality products to satisfy customers' needs while not consuming too much resources or destroying the earth's environment.

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In 2015, Kai Yun group was incorporated into the Dow Jones sustainable development index (DJSI) for second consecutive years.

The evaluation was launched jointly by RobecoSAM and Dow Jones index, and evaluated the sustainable development ability of enterprises from three aspects of economy, environment and society.

At the same time, Kai Yun pioneered the group environmental profit and loss statement to monitor and evaluate the operation of the entire supply chain and calculate the economic value of environmental impact.

In November 18th, Kai Yun announced the latest annual environmental profit and loss report, which benefited from the report. The group's performance increased by 4.5% over the past year, helping the group to better implement innovative solutions to cope with climate change.

In the operation of the group's brand, sustainable development is being implemented one by one.

Gucci is the first company to develop a tanning process without heavy metal.

This technology is now being used in its handbag production; Bottega Veneta's Italy studio is one of the first institutions to obtain the highest level certification of LEED (green energy and environmental design Pioneer Award); Stella McCartney has created a sustainable wool and has assisted the restoration and protection of 15 million acres of endangered land in Patagonia.

At the group level, we open cloud together with fashion retailer H&M and innovative Worn Again to achieve sustainable textile recycling. In Italy's materials innovation laboratory, we have developed over 1500 kinds of sustainable fibers and are widely used in the group's brand.

Environmental problems have attracted worldwide attention in recent years, and China is no exception.

The luxury brand's commitment to sustainable development will get more recognition from consumers. Meanwhile, its chain effect in the industry can set up an image of the industry leader for consumers, and will undoubtedly add chips to the brand's trust.

Deep tillage brand culture

For Chinese consumers, most of them are foreign products, and their understanding of their brand culture is limited.

In recent years, traditional luxury brands have begun to invest more in this area, and the angle of choice has been getting closer to consumers from details.

Recently, Glash TTE Original, the German watchmaker, released its first Chinese biography "impression" in Chinese, which is different from the traditional chronicles of luxury brands used to show the brand history in the form of technical characteristics, product classification and so on. Guerra Souty has originally selected many personal stories related to brands, collected professional articles which are bold and penetrating, and have profound historical pictures.

The starting point of this choice is to make the reading more vivid and make the brand more close to the reading habits of the consumers.

The pressure of traditional brands in the luxury market in 2015 is increasing. Minority brands are attacking the advantages of traditional brands from the perspective of design, material and technology.

Therefore, the emphasis of brand promotion is also changing. Starting from its deep historical foundation, cultivating brand culture deeply and resonating with consumers in brand spirit has become a frequent use of traditional brands.

However, when the way of brand application is similar, how to be surprised and closer to consumer preferences has become the key to success or failure.