CK Performance Is Good! The Contribution Of The Chinese People To Buy, Buy And Buy Is Not Small.

Calvin Klein's parent company PVH group announced its earnings in 2015, with a revenue of 8 billion 20 million US dollars and a net profit of 5.724 billion US dollars, an increase of 30.4%, of which fourth quarter profits were more than 160%.

This good pcript is beyond analysts' expectations, and can not be separated from the most successful one.

Calvin Klein's contribution, CK's revenue in 2015 rose 14.7% to 8.6 billion.

The best seller was the North American market. Sales increased by more than 20%, an increase of 4%.

The international market is also increasing by more than 20%, with an increase of 6%, which is attributed to the promotion of the European and mainland markets, which offset the decline in sales in Hongkong, Korea and Brazil.

It is worth noting that its outstanding performance in the Chinese market comes from the Chinese people buying and buying during the lunar new year. Data show that the peak of the fourth quarter of last year was during the Spring Festival.

CK underwear and CK Jeans have set up counters in China.

Compared with most lingerie styles in domestic department stores, CK maintained its consistent advantages and did not drop too much in response to the red festival of the Spring Festival.

Since 80s, CK's lingerie advertisement has been attracting attention. Last year, it was no exception. The Justin music, Justin Bieber, Holland supermodel "Lara" and "Jenner" were endorsed by Jenner.

CK began to expand its Asian market in 2014. In order to cater to the Asians' aesthetic, it did a lot of market research in 2014, launched a series of jeans that conform to the Asian body type and tailoring. Francisco Costa, then the creative director of Calvin Klein women's wear series, said that she hoped that CK would not only sell underwear, but also attract customers through clothes, trousers and other products.

However, CK's brother brand is also the same as PVH group's Tommy Hilfiger revenue, which has dropped by 4.7% to 904 million US dollars.

In February of this year, PVH group announced that it would fully withdraw the remaining 55% of Tommy Hilfiger in China.

In PVH's view,

It is the most profitable market of the group, but it was not only slow response but also unable to fully express the brand's character and idea.

Back to CK.

The further expansion of CK is maximizing channel dividends, such as entering China's lower tier cities, but it is not encouraging in product innovation.

Chinese consumers are in the middle

Many of the brands have been surprised by the investment they have made. At the same time, consumers' tastes are becoming increasingly diverse.

More independent brands may split the market of CK, and, like the big Logo of Burberry and LV, now, "carelessly" exposes the big words inside the CK, how can it not be counted?