2016 There Are Two Deaths In The National List Of Major Casualties.

Since the end of last year, the brand shop in China has spread and has not ceased.

According to RET Rui Yide, China commercial real estate research center, 2015, LV, Gucci and other 11 luxury.

There are 34 stores and 14 new outlets.

However, this figure was broken in the first quarter of 2016. Data from the Bank of Paris and REAnalytics analysis show that 2016 of the first quarter of the global luxury stores intensified, and in the next 3 months, the number of eight mainstream luxury brands closed to nearly 40 stores worldwide.

Among them, Italy

Luxury brand Zegna (Zegna) closes 15 stores, topping the list; Italy leather goods and fashion luxury brand Gucci (Gucci) ranks second; the number of outlets is 6; Italy luxury brand BottegaVeneta stores 5; Italy's luxury brand and Prada (Prada) group's secondary line brand Miu Miu (MiuMiu) are 4 stores; Louis Weedon (LouisVuitton) and Italy luxury leather brand Tod "s" are 2 stores respectively.

The mainland market has also contributed a lot.

In the first half of 2016, there were incomplete statistics on the major luxury brands in mainland China. Among them, the six major brands of Gucci, MontBlanc, LV, Burberry, Cartier and Dior had closed nearly ten in the first half of the year.

The reasons for closing the luxury brands include two major factors: the expiration of the lease and the adjustment of strategy.

Lease contract expires Gucci two stores

In June 24th, Hefei's first Gucci counters Wuhu Road store officially closed. This is the second brand store that was closed this year after the closure of the first brand image shop in Southwest China, Chengdu Renhe Spring Department store east store in January. Gucci

It is reported that the two shops are closed due to the expiration of the lease contract.

Hefei Gucci Wuhu Road store closed in June 24th

In this regard, Gucci China related staff introduced, Guan shop is to adjust the layout, the opening, migration, end and adjustment of the stores are regular projects of the brand.

However, this also shows that the era of "opening shop to make money" has gone forever. Luxury brands are badly affected by the economic situation, consumption pformation and overseas purchasing, so they have to optimize the distribution of their shops, so that the rent can be spent on the knife edge to maximize their interests.

It is reported that Gucci's revenue has increased from 3 billion 500 million euros in 2014 to 3 billion 890 million euros in 2015.

In the first quarter of 2016, Gucci revenue grew by 3.1% over the same period last year, while sales of direct outlets increased by 3% over the same period, while retail and wholesale businesses grew.

Compared with the first quarter results of competitor LVMH group leather fashion business zero growth, Dior group zero growth and Burberry group fell 5%, the rebound trend is obvious.

In addition, Kering SA Kai Yun group said that in order to ensure profitability, Gucci Gucci will also close some stores in mainland China and Hongkong.

Unsatisfactory results Dior withdraw from Guangzhou's high-end high-end shopping malls

Except for counters in Guang Bai department store and Tai Koo Hui, the Dior cosmetics shop in Guangzhou friendship ring East shop ended in February 29th.

In response, a person familiar with the matter said that the withdrawal of Dior from the high-end shopping malls in Guangzhou was mainly due to the fact that the two sides failed to reach a consensus on the terms of cooperation, and the location and area of the brand offered by the brand could not be approved by the mall.

Moreover, it has nothing to do with the unsatisfactory sales performance of the brand.

Another senior cosmetics industry insiders believe: This is related to the decline in the attractiveness of the brand.

Although the cake for cosmetic sales is still expanding, in recent years, the market share of high-end cosmetics in Europe and the United States in Guangzhou and even the whole mainland has been shrinking, the growth rate of most brands has slowed down sharply, and some brands have even declined in sales.

Scale reduction LV half a year has been shut down three stores

A week after the announcement of the closure of three stores in Guangzhou, Harbin and Urumqi in the end of last year, the LV, the top luxury brand, closed three stores in the first half of this year.

In February 28th, the LV Taiyuan store in Huayu international boutique was closed. On the same day, the flagship store in Shanghai, Li Bao Plaza was also closed. Victoria's Secret, the first lingerie flagship store in mainland China, will open in the original store. At the end of June, the Tianjin Tianjin Friendship Store Store was officially closed.

This means that LV will also reduce its size in the first tier and second tier cities.

In this regard, the staff disclosed that LV in a number of cities in China, because of the company's strategic adjustment needs, in some cities, shops will also open in some cities or upgrade existing stores.

If this year's Zhengzhou store is about to open, Wuxi, Changchun and other places will be upgraded and reinstalled.

The adjustment of strategy is not the same as LV's failure in China.

It is reported that the LV e-commerce platform will soon be on sale, but the time and mode of specific listing will not be released for the time being.

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In fact, earlier, LVMH chairman Bernard Arnault had stated plainly that there was an oversupply of new shopping malls in China, and LVMH gave up some retail outlets that were no longer profitable.

Those new developers who want to attract Louis Vuitton to enter the LVMH will consider opening their stores if the 2-3 year rent free period is guaranteed.

In terms of performance, LV continued to grow in revenue in the past three years. In 2013, its revenue was 9 billion 880 million euros, 10 billion 830 million euros in 2014, while the revenue of fashion and leather products in 2015 was 12 billion 370 million euros.

Guangzhou MontBlanc Pacific store closed GUCCI will be stationed in the original location

In May 4th, the largest MontBlanc store in southern China was closed in Guangzhou.

In response, Taigu Hui responded that the lease of L1 and L2 shops at MontBlanc's Pacific store was due to expire in May 3rd this year. The brand will migrate to another store location in the mall and continue to operate. As to what specific location it is not yet available, MontBlanc shop will be stationed by GUCCI.

Although in the view of Archaean, the shop pfer is a normal business portfolio adjustment.

But people in the industry believe that the adjustment of the brand will change with the change of the brand in its own brand. Who can be able to adapt to the demand of high-end consumption in Guangzhou who has the ability to take root.

The original MontBlanc store closed with white wallpaper.

In fact, this store may be just a microcosm of MontBlanc's performance in China.

Since the beginning of 2007, MontBlanc has changed at least 3 CEO in the Greater China region, and the middle and high level are constantly changing. So frequent personnel changes in the luxury industry are rare, accelerating the brand's performance turbulence.

According to public information, MontBlanc's performance began to decline in 2014, the main problem is in China.

In fiscal year 2014, MontBlanc's sales reached 730 million euros, down 4.7% compared to 766 million euros in fiscal 2013, while operating profits plummeted from 120 million euros in 2013 to 43 million euros, down 64% over the same period.

Burberry and Cartire have withdrawn from Wenzhou.

In February, when Burberry flagship store in Wenzhou fortune shopping center was evacuated, Cartier (Cartire) also withdrew from the project in March 31st.

This means that Wenzhou now has no Burberry, Cartier brand outlets.

In this regard, project related staff revealed that the two luxury brands pulled out of Wenzhou fortune shopping center because of the "big adjustment" of the brand in the business, the original store will be replaced by other brands.

In fact, as early as the end of last year, Burberry revealed that it planned to close about 5 stores in the 2016 fiscal year and reduce the average sales area by a small margin.

Recently, the turmoil of the group's top level and the embarrassment of product adjustment have made Burberry, who has already been in trouble, even worse. Many people are worried about its development prospects.

As of June 30, 2016, Burberry's first quarter sales fell 3%, according to the latest earnings report.

Due to the obvious decline in sales, Burberry had to warn the future performance: the wholesale revenue in the first half of September 30th is expected to decrease by 10% over the same period last year.

Hugo Boss is pulling away from Chinese stores

Hugo Boss has been hit hard by the slowdown in the speed of luxury consumption, which is most evident in the Chinese market. It is reported that last year, Hugo Boss's profit in the Chinese market was not as good as expected, and sales in the third quarter even dropped by 20%.

In order to revive its reputation, it is closing shop in China and claims to investigate the global network of stores.

According to official Hugo Boss, it will close 20 of the 145 stores in the Greater China market while refurbishment of the remaining stores.

In addition, Hugo Boss will also cut prices in the spring and summer series in China, with a price cut of 20%. In the second half of the year, it will continue to lower other commodity prices to boost domestic market and narrow the price differentials between China and Europe.

As of March 2016, Hugo Boss operates 1128 retail outlets worldwide, including 438 independent stores.

And this store will affect the proportion of stores that store stores.

At the same time, in order to enhance the brand's exposure rate, it will also sell clothing through 6450 agents.

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TOD 'S plans to close some Hongkong stores

Rentals remain high and market performance has not improved. Italy luxury group TOD 'S is considering closing 1-2 of the 14 shops in Hongkong and reducing shop plans.

According to TOD 'S 2015 annual report, group sales increased by 1.8% under fixed exchange rate, but net profit decreased from 92 million 700 thousand euros to 92 million 700 thousand euros last year, due to operating and financial costs.

In the first quarter of 2016, sales in the Greater China region, which accounted for 1/5 of total revenue, fell by 10%, while the US region dropped by 4.7%, while the European region (excluding Italy) grew by 0.6%.

Since then, the Greater China market has changed from Fortune land to luxurious brand swamp. TOD 'S performance has slowed down in China and other places, while Hong Kong and Macao have become "trailing bottles" while Europe has maintained steady growth, so the group's development focus will be pferred back to Italy and France, Britain and Germany.

At the same time, TOD 'S group is reducing the size of ready-made garments, and the group business will focus on the field of luxury leather products.

Bottega Veneta will close stores in mainland China and Hongkong

According to the 2015 annual report of the French luxury group group Kai Yun group, behind the growth of the group's largest luxury brand Gucci Gucci, the group's second luxury brands, Bottega Veneta Veneta, fell for the first time in the fourth quarter, and the group said the strategy that the brand had overly relied on the Asian market needed to be changed and ready to close several stores in mainland China and Hongkong.

According to the group data, as of 2015, the group operated 251 Bottega Veneta stores, including 53 in the European market, 30 in the North American market, 30 in the North American market, 110 in the Asia Pacific market outside Japan, and 58 in the Japanese market.

In fact, Bottega Veneta has doubled its revenue in the past four years, benefiting from the rapid growth before the Asia Pacific market, but accompanied by China's economic slowdown and anti-corruption, as well as Bottega Veneta's own business models, geographical distribution, strategic errors and many other factors, led to a dynamic and high-speed decline of the brand in the past two years.

In the future, the goal of Bottega Veneta is to create more user experience stores and refurbish existing stores, and to close both stores in China and Hong Kong to increase profit margins.