What Happened To Lian Crawford In Four Years?

Two years ago, when I first arrived in Shanghai,

Liu Yuying, vice president of Greater China (Irene Lau) specifically stopped a taxi and told the driver to go to Lane Crawford.

The master asked her: where is Lian Crawford? At that time, she realized that many people did not know that the more than 160 year old department store was back in Shanghai.

In fact, the Taixing company, the predecessor of the boutique department, was born in Shanghai, one of the "four largest companies" in the old Shanghai era.

In 2000, lac Crawford stepped into the mainland market again, and adopted the franchise mode to introduce high-end brands into the mainland, but the time was not ripe.

In 2007, Lane Crawford opened the Financial Street store in Beijing.

At that time

The number is around 600, of which more than half are for the first time in the Chinese market.

In 2013, Lane Crawford returned to Shanghai and reopened the flagship store at the east end of Huaihai Middle Road, which is also the two expansion of Lac Crawford in the mainland market.

According to the world clothing shoes and hats net, today, lcalford has achieved double-digit growth for two consecutive years, and has opened four branches in mainland China. Its number of brands is over 1000, and the coincidence ratio between online e-commerce and physical store goods is as high as 90%, which has been firmly in the top three department stores.

So what happened in the past four years?

Chengdu lac Crawford women's clothing area

If it had been the first time that lac Crawford first entered the mainland, the first impression of this century old brand is probably "expensive".

In 2004, when the Hangzhou store was opened, the local media used the words "high price" and "luxury" to describe them.

However, in 2007, the National Bureau of statistics calculates that the average consumption expenditure of the 16 Urban Residents in the Yangtze River Delta region is about 13000 yuan, which is probably the price of a handbag in Lane Crawford.

Even the capable consumers, the most valued brand awareness.

In addition to the problem of consumers, the following problems are shown.

Apart from brand recognition, there is also a lack of familiarity with the brand.

Liu Yuying said: "Hongkong is 167 years old, and everyone knows what he is from birth.

But in mainland China, we have been in Beijing for ten years, and many people still don't know that there is a Lane shop in Financial Street.

Image building is the number one problem faced by this 100 year old brand.

Even as a luxury department store, Liu Yuying hopes that the general public can understand what kind of company it is.

"I told the public relations and marketing team to help LK in this new market.

They are also very clever and use me to promote Lian Crawford.

It's too hard to talk with the media.

But talking with people makes people interested.

For example, in 29 years, only a company like lac Crawford or a Hongkong native came to the mainland, and slowly some people began to talk about it.

Let the vice president of Greater China participate in the live broadcast campaign, fully in line with the current trend of communication.

In the 2015 Chinese media consumer survey, DDT points out that Chinese users are more likely to recognize the use of social platforms by enterprises or brands.

The emergence of social media has led corporate leaders to walk down the altar, showing the image of people close to the people, helping to enhance the brand preference of consumers.

This is the custom of Chinese users to recognize brands, and it is also the starting point for Lian Fu to rebuild his image.

What does it mean to create an affinity image? The answer is not just the consumer's interest in the brand, but the pformation of the consumption mentality.

One way of instilling authoritative information is no longer applicable.

The Baidu marketing research report shows that the Internet has lowered the threshold and allowed more consumers to express more in a newer way of expression.

In some industries that embrace young consumers completely, products are deeply embedded in the culture of the group, even consumers or directly or indirectly participate in product creation.

Liu Yuying, vice president of Lian Kai Fu Greater China

Chinese consumers are looking for a more equal consumption environment, rather than the relationship between one side and one side.

The task of adapting to the new customer relationship and integrating it with the buyer model falls on lac's personal image consultant.

Most of these professional consultants have worked in fashion media, or after studying fashion design major, they have contacted directly with consumers and understood the needs of customers as much as possible.

"No company in China can provide personal image consultant to help customers mix and match among the more than 1000 brands.

We hope that the relationship between consultants and customers is not a commercial paction, but that we can learn more about individuals and find out preferences from personal life models like girlfriends, "Liu Yuying said.

Two years ago, lac Crawford sent a personal image consultant to the fashion week with the buyer team.

Buyers pay attention to data and statements, image consultants supplement consumer preferences and needs, even for guests to make reservations, "our buyers at Showroom, take pictures to the guests, the guests will immediately order," Liu Yuying told reporters.

To maximize the understanding of target consumers' preferences, we can reduce the risk of inventory pressure.

Image consultants who know their customers' preferences are, to a certain extent, representing consumers and participating in the process of choosing products and commodities.

{page_break}

This is a path that requires caution and caution, because consumers' aesthetic tastes vary and pursue uniqueness and individuality.

Accenture's China consumer insight says that more than 60% of urban consumers do not want to buy the same products with other consumers, which is particularly prevalent among young consumers.

The biggest risk of buying a department store is unsalable, especially in the buy-out mode. Once it can not be sold, it will face a backlog of inventory.

On this point, department stores and buyers are not born harmoniously.

Department stores need to consider all kinds of goods in terms of quantity and pedigree, while giving each category or single product a certain amount of stock.

On the one hand, Lian Crawford's buyer is looking for a sales potential style. On the other hand, he trains the whole team and makes consumer education in a streamlined way.

"The pmission of concentrated information points," Liu Yuying told reporters, "if we say that this year is popular pink, we will not say that Chloe's pink, or the pink of Alexander McQueen, is just pink.

When information spreads out, set several directions.

Shops are not like traditional department stores in the brand as a unit to divide, but the theme of the area.

The way of display is also the way to spread information. It may involve two hundred or three hundred brands or designers, but it is all about the same theme.

At the same time, there are also Chinese designers.

They also need to consider something that is really relevant to the needs of the customer.

In 2015, as part of the new stylist and brand training program, as part of the new stylist and brand training program, the program selected a local designer to offer the opportunity to display and promote works across Hongkong, Shanghai, Beijing, Chengdu and online stores.

Including Liu Min (Ms Min), Chen Anqi (Angel Chen), Chen Xuzhi (Xu Zhi) and a series of designers have been supported by lac carver.

And even Crawford not only provided a platform for Chinese designers to sell, but more importantly, in the process of mutual cooperation, teaching and learning grew, designers obtained business advice from lac international level, and Lian Crawford also got a distinctive design of new blood.

When Liu Yuying first met Lv Yan, his personal brand Comme Moi has not yet formed a scale, with only a dozen or so styles, and the version has not been fixed yet.

"I told her not to change your version every season.

Guests who used to like your clothes now find them so small that guests like your version and will like your other things.

You can grab the design elements of every season, "Liu Yuying said.

After the introduction of Comme Moi and the establishment of exclusive cooperation, the brand gradually grew into a brand with more than 200 SKU in a quarter.

In addition to the version problems Lv Yan had encountered, Chen Xuzhi had used too heavy fabrics, Lei Liu Shu and Jiang Yutong's Shu Shu/Tong once had too narrow waist on trousers, which were the details of sales and image consultants who were in front line.

They give this feedback to designers for rectification.

In the past, designers may only care about design, but after coming to LCF, they need a system to learn what mature business models are, including delivery time, size matching, sales, and even how to deal with the media. These details are closely related to consumers.

"In recent years, Chinese designers have gradually matured.

There may be some areas to improve, for example, the use of cloth, but the style and technology are not bad at all.

The biggest characteristic of Lian Crawford is not only to do big cards, but to dig up some small brands to make them bigger.

Liu Yuying told reporters that the cutting-edge designer is still the focus of his attention in the future.

Considering that the top brands are limited or similar in terms of commodity mix or style positioning, the prospects and potentials of the new generation designers are considerable.

During the fashion week in Shanghai, the designer dinner hosted by Lian Crawford was hosted by Liu Yuying.

Not long ago, lynchford carried out a "tribute to the future" Chinese designer dinner, including dozens of designers, including Lv Yan, Wang Feng Chen, Chen Xuzhi, Yu Wanning (Evening Yu), Lei Liu Shu and Jiang Yutong, Li Yushan and Zhou Jun (Pronounce), and talked with lynchford's brand, buyer, communication and retail team.

"Many people want to try something new and brand new.

And the brand we choose to do, for example, Chloe, we will not enter the more than 200 paragraph, we only pick fifty, and these fifty are what our lien Crawford guests like.

Personal image consultants can combine different brands of single products, and we like to provide diversified choices.

This is our characteristic. "

After reinventing the brand, Lian Crawford used the buyer system and personal image consultant to bridge the gap between consumers and designers.

Consumers no longer have to pay for the card. This is not just the sales figures.

It creates a consumer system with the right to speak, which is a trend in the wave of China's consumption upgrading.

And what he can get from it is to present a complete set of fashion selection mechanisms that are trusted by consumers.

Now Liu Yuying is getting used to joining all kinds of new media activities.

Last week, LC Crawford's official micro-blog released a customized video of her men's suit.

On the screen, she had a needle and thread to explain the tailoring and custom-made advantages of the suit.

"At first, I was not used to it. Now I slowly accept it.

China is too big and more than a billion people, so there must be a special way to communicate.

The audience is also very direct. What is the color number of the lipstick? What brand is it? How much is it? "She hoped that if connected with the online and offline commerce, she could reach 1 billion 300 million people." we hope to get through China, so that they can see Lian Crawford. "

More interesting reports, please pay attention to the world clothing shoes and hats net.