In 2016, LV Will Continue To Actively Develop Shop Pfer Response In China.

Today, we are in a new media environment. There are various opinions on various reports.

IziRetail appeals to everyone to pay attention to their influence and respect the truth when forwarding and sharing. We believe that rumors stop at wise men!

(hereinafter referred to as LV) closed.

The news of Li Bao Plaza has immediately become a hot topic of public opinion. Many new media have made various reports on it. Some of the contents have puzzled the insiders.

If the authoritative news is not released, rumors will be flying everywhere.

In order to clarify the objective situation, iziRetail immediately contacted the LV headquarters office in China, and to our delight, they made an official response to the channel strategy and development trend of LV in China.

One, LV official responded to 2 reports: "it is not true!"

Q: "LV China is facing a crisis and will close a flagship store in Shanghai at the end of February". This article says, "LV China's market is in crisis. It will close 20% shops this year and close a store every 1 months." is this news true?

Answer: "it is not true.

Although the store is closed, there are still three stores in Shanghai, and new stores will be opened in Zhengzhou, and shops will be upgraded in Wuxi.

Q: in the LV, the shop will be reopened.

"The store", "luxury goods shop tide" continues, who will be the "LV players"? These two articles have successively stated that "if there is no developer's huge subsidy, LV will be closed early" and "if developers want to attract LV to enter, if we ensure that the 2-3 rent free period, LVMH will consider opening shop", are the two arguments true?

Answer: "the above two points are not true.

LV the layout strategy of the whole brand store tends to look at the long line strategy. As the first luxury brand to enter China, long-term and sustainable development strategy is very important, and business conditions can not decide everything.

Two, LV will continue to develop actively in China in 2016.

In addition to responding to the false reports of some media, LV has also shared with us the brand development plan.

In 2016, LV will make significant initiatives in terms of investment and expansion, such as the first LV branch in China.

At the same time, will also go to the development of electric business, is currently in the preparatory process.

Three, more thoughts on luxury brands opening and closing stores

1, the brand actively optimize the layout of the channel, should not be over interpreted.

For a long time, LV has been insisting on not reducing prices, not doing Ole, and pursuing a long-term and sustainable brand image.

But even if the brand is strong, it will not be able to stand alone in the cold weather of the retail environment.

It is a normal strategy behavior for the brand to take the initiative to carry out the survival of the fittest and optimize the channel.

For example, LV's store in Chengdu is pferred from Renheng to Chengdu IFS; the shops in Xiamen will be pferred from Xiamen's Marco Polo Orient Hotel to pan Ji famous brand center; Beijing flagship store has been pferred from China World Trade Center to phase three.

The closure and pfer of these stores is a process of brand metabolism, without excessive interpretation.

2, LV store pfer, refraction business circle change

From the closing and pferring of LV, we can see that the closure and pfer of international famous shops reflect the development of a regional retail market and the prosperity and pformation of a certain business circle to a certain extent.

For example, in November 2015, the LV store in Guangzhou was evacuated from Libai square, which only kept the store of Tai Koo Hui in Guangzhou. It confirmed the change of the commercial center from the east of the city to the Tianhe business circle.

3, the replacement of tenants is not the filling of the market position among brands.

Some headlines used the word "Wei Mi replacing LV" to attract attention, which led to great misleading.

"Vitoria Victoria's (Secret)" brand is also a hot market, but she rented the location of LV store in Li Bao square. It does not mean that Victoria has replaced LV's market position.

Just like living in the former residence of celebrities, but not necessarily becoming a great man, it is the same reason.

The change of brand tenants may represent the adjustment of shopping malls and the change of consumer groups in a certain location, but it does not mean that the new tenants replace the market position of the original tenants.

Four, iziRetail appealed to the new media to enhance their sense of responsibility and distinguish right from wrong when sharing.

For brands, the new opening and closing of shops is a normal choice for channel optimization, especially for stores. To distinguish between passivity and initiative, some reports that are not knowledgeable will be exaggerated and enlarged, resulting in more speculation and deduction by practitioners and overcorrection.

New media can be just a tool for communication. It can not have its own views, but it must ensure that the information that is spread and shared is objective and real.

Even if there is a point of view, we must not deviate too much from the fact, otherwise it will have a bad effect on the audience.

New media should have their own views, principles and bottom line, share the correct views, rather than mislead the public, especially the new media with huge fans.