Bottega Veneta Relies On Commercial Leverage To Successfully Pry Technological Innovation.

On the occasion of brand creation 50th anniversary and joining the 15th anniversary of Kai Yun group, Bottega Veneta CEO Carlo Alberto Beretta said that in 2016, we will focus on building and upgrading the excellent retail experience, and gradually optimize the existing store network in all regions (including the Asia Pacific region), aiming at maintaining and strengthening the selective distribution strategy that has been implemented worldwide.

In 2015, the scale of China's luxury goods market was 113 billion yuan, down 2% from the same period last year.

There is also a clamour for the luxury market to turn to a turning point in China.

How to balance the continuous innovation of business and technological value under the "new normal" of China's economy? These problems are placed before the head of Bottega Veneta.

"Today we have 246 stores, and self promotion will come more from expanding existing boutiques rather than opening more new stores."

Carlo Alberto Beretta.

"We will relocate and decorate some of the existing stores, expand the type and size of the products they carry, thus ensuring that boutiques are located in the best locations of every city.

As part of our strategy, we have recently closed some stores in China, aiming to set up bigger and better stores so as to provide customers with a way to explore brands in depth.

In the past two or three years, China, a vast market that once enjoyed the luxury of many luxury goods groups, encountered a "cold current". Many of the large luxury brands that were once in the lead were plunging sharply in China, thus dragging down the whole group's performance in Asia Pacific and even the whole world.

As a giant in the field of leather bags, whether Bottega Veneta has been affected by the "cold current" in China and whether its response can work quickly is the focus of attention in the whole luxury business field.

Especially in 2016, the significance of Bottega Veneta is extraordinary. 50 years ago, Bottega Veneta was born in the Venetian region of Italy, and its traditions and values are also closely related to this place.

At the same time, this is also the key year for the brand to enter the 15th anniversary of Kai Yun group.

In 2001, on the eve of the acquisition of Bottega Veneta by Kai Yun group (Gucci group), the company was faced with the prospect of bankruptcy. Since the end of last century, it has gradually lost its original characteristics (following the prevailing trend of the past, using the brand logo in a large amount) in the late 90s.

Bottega Veneta, which has been ups and downs for many years, will now take up a new "critical year"?

In this regard, Carlo Alberto Beretta said that currency fluctuations and the current weakness of tourism affected the performance in the first few months of 2016, but the company maintained good domestic demand in Europe and maintained a positive trend in mainland China and other Asian countries.

In addition, the latest package is very popular, proving the great attraction of innovative elements and other product categories, such as footwear, which can still show significant growth in the general environment of cautious consumption.

I learned that the total revenue of the company has increased from nearly 36 million euros to 1 billion 286 million euros in 2015, and the number of employees has risen from 295 to 3400.

And business objectives are also related to the company's

Design is closely related, and its long-term goal is to build Bottega Veneta into a more exclusive brand by strengthening the brand's unique positioning in the high-end luxury market segments.

"The brand has great potential to achieve a turnover of 2 billion euros."

"We have registered hundreds of thousands of new customers worldwide.

In the next few months, Bottega Veneta will continue to focus on long-term sustainable development through strengthening brand positioning in the most high-end luxury market segments, while entering a new stage of consolidation of existing achievements.

Bottega Veneta aspect.

Specifically,

We hope to develop into other products, such as shoes, garments, fashion jewelry and furniture, with the stability and credibility of the world-renowned leather products.

Although the company has no strong sense of existence in these areas, the huge potential of these products has been seen everywhere.

In fact, similar category extension is not uncommon in international leather goods manufacturers and luxury goods brands, and has increasingly become a "weapon" for various rich audiences.

In this regard, Bottega Veneta revealed that the company intends to focus more on new product types worldwide, such as clothing and footwear, and hopes to further develop into a globally recognized luxury lifestyle brand.

It will also continue to be the center of brand identity and our core business, and the ready-made clothing category added to the product line can become a strong "loyalty builder".

"We launch initials and customization services in some stores around the world. Customers can customize their bags and leather products. These services are provided in small boutiques to cover all customers who enjoy unique services.

I believe we should realize that the customers in luxury market need to exceed the personalized service of the product itself.

The key is to establish a personalized partnership with customers.

Carlo Alberto Beretta revealed.

Apart from making a big deal in the product itself, the pformation of the channel dimension is also the most important task of Bottega Veneta operators.

In 2007, Bottega Veneta, which entered the Chinese market through retail channels, gradually expanded its popularity and enhanced its brand image. Today, China is one of the largest markets in the world. The company has also repeatedly expressed its intention to invest in better targeted customers. Digital communication will be the key driver and brand image of its business in China.