Home >

Upgrading Brand Skills And Redemption Of Luxury Brands

2014/7/22 8:32:00 21

here the world is < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "_blank".

having a top luxury brand package is the dream of many women.

Unparalleled workmanship, craftsmanship and luxurious atmosphere of fashion make the luxury brand package a modern urban legend of women.

however, with the development of mass market economy, luxury goods have begun to take the route of industrialization and collectivization, and pursue profit as the purpose of luxury brands.

Many famous luxury brands, while expanding their market capacity, only store the "luxury" of luxury goods without the "reality" of luxury goods.

Some brands have gone through the market and even the names of luxury goods have disappeared.

Less than P, nowadays, "anti luxury complex" is popular in emerging markets and mature luxury goods market. How can we save ourselves from the luxury of facing increasingly discerning consumers?

big cards go downhill /p >

the definition of luxury goods in the dictionary is "a kind of consumer goods which is beyond the scope of people's survival and development needs, and has unique, scarce, rare and other characteristics", also known as "non essential necessities".

The intangible value is far greater than the tangible value, not only because of its excellent performance, but also because of the significance of too many brands.

It is through the possession of these additional value beyond practical significance that consumers can satisfy the desire for life without limits.

Therefore, when the family is rich and has enough choices, the connotation of luxury is actually an important factor to decide whether or not consumers want to buy.

however, with the growing maturity of the global high-end consumer market, pursuing profits has become the primary purpose of many brands.

While many famous luxury brands expand their market capacity, they have gradually reduced the "brand weight" because of their business strategy errors, lost their original luxury and noble brand connotation, and lost the virtual added value that brings consumers "glory" and "satisfaction".

Less than P, for example, LV has become a synonym for "quick digestion" because of its rapid expansion.

Since 2010, LV has announced that it will break through the layout strategy of China's second tier cities and plan to enter the three or four tier cities in order to gain a higher market share.

However, in violation of the rule that only the "top niche brand" can be called luxury, the LV is losing its brand value and losing its high-end customers gradually because of the excessive number of shops, the ubiquitous products, the lack of sales and the challenge of customers fleeing.

Less than P, Chanel has been overly commercialized for producing yoga mats.

A famous fashion critic has said, "if Chanel manufacturers start to focus on hot spots and what products are hot, they will be really degraded."

Most people feel that Chanel's current successor deviates from the original intention of Coco's establishment of the brand. The confusion of product lines will inevitably lead to ambiguity in brand positioning.

"Chinese consumers are already a very mature group. When they choose luxury goods, they will consider the common degree of commodities.

Nowadays, they are unwilling to spend a lot of money on a thing that can be owned by many people.

Swiss luxury watches and jewelry brands Chopin, chief executive of Greater China, Peng Jianjia pointed out to the media.

The words "P > Peng Jianjia" are punctuate the problems faced by the luxury brands trapped in the "mass" mire.

In the past, the popular strategy of rapidly expanding the scale of luxury brands and making huge profits is now accelerating its "side effects" because of the mature pformation of Chinese luxury consumers.

for this, Lisa, who uses WeChat as an overseas purchasing agent, is also deeply impressed.

In the past few years, the sales of its niche luxury brands have been dismal, but in the past two years, the attitude of Chinese consumers has obviously changed. Those independent and small luxury brands are becoming more and more popular.

cold in the traditional market

the dismal operation of luxury brands is also reflected in the performance of luxury enterprises.

a few days ago, it was reported that the scale of Korean luxury goods market was about 11 trillion and 500 billion won. After China and Japan, it ranked among the three largest markets in Asia. However, the survival of luxury goods companies in Korea is facing enormous difficulties.

analysis shows that compared with the expensive luxury brands, Korean youths who pursue individuality are more interested in light and luxurious brands with reasonable prices and no lack of design.

Once considered to be an entry-level luxury product, the LV package called "3 second package" (which is visible every 3 seconds) has been neglected in Korea recently. Young people prefer Alexander Wang with a low price of about 1 million 20 thousand yuan (about 6200 yuan).

the biggest difference between light luxury brands and luxury brands lies in the price.

The location of light luxury brands is generally high and medium grade, and ordinary petty bourgeoisie can afford it. Luxury design is more personalized and will not become a brand of rotten street.

"the number of friends and colleagues around me is getting lower and lower, because the frequency of bumping into bags is too high, and it costs a lot of money but doesn't show its taste."

Liang Chen, a Chinese student working in a finance company in Seoul, told the international finance daily that many friends nowadays only occasionally buy a limited edition bag, or buy some Korean style when traveling abroad.

Song Zhihui, director of Bain consulting, an international market research firm, also pointed out that the luxury market in Korea is undergoing tremendous changes. The popularity of luxury brands such as Chanel and Hermes is still high. However, the number of luxury consumers who prefer reasonable prices and more design sense is increasing.

Besides P, Korean young people who are particularly sensitive to fashion trends are no longer willing to buy luxury goods at department stores or franchised stores. Overseas direct purchases or their "new products" in Ortles become their new choices. This also has a great impact on the luxury industry.

According to data from New World Department Store in Korea, sales of luxury goods shrank from 32% in 2011 to 4% last year. Luxury goods sales in Lotte Department Store in Korea also dropped from 21.3% to 7.8%.

for brands, as of March this year, the sales of Burberry in South Korea decreased by 5.2% compared with the same period last year, and the operating profit was significantly reduced by 40%; Christian Dior and Longchamp suffered a financial deficit successively; Mulberry also fell near the edge of losses because of the downturn in sales.

Under the influence of P, some luxury goods have quietly begun to withdraw from South Korea: Ferragamo has been withdrawn from the Galleria department store in Jiangnan, and Bally has completely withdrawn from the Korean market.

it is worth noting that the "injury" is not only South Korea, but the "luxury market" of China's luxury goods market began to suffer cold spell last year, and the sales market dropped significantly. Even the luxury market in Hongkong, China, began to feel cold.

Hongkong's retail sales figures released in July 4th were 4.1% lower than the same period last year, and the total retail sales value of the retail industry was estimated at HK $39 billion, lower than market expectations.

Among them, luxury goods sales fell for fourth consecutive months, down 25% compared to the same period last year, dragging down the overall retail performance.

The sales performance of luxury goods such as jewellery, watches and clocks, as early as 2012, has been on the decline in 2012, said P, chairman of the Retail Management Association.

"At that time, the volume of single consumption has dropped, but there is no big drop because of sales volume."

In the second half of 2013, retail data began to weaken and expected to weaken faster this year.

electricity supplier needs to be pformed /p >

nowadays, more and more people are trying to buy luxury goods online, from cosmetics to expensive bags or even cars.

After experiencing the "cold stream" in the traditional market, some luxury giants have also begun to test the platform for electricity.

"P" in April 23rd this year, the British Royal brand Burberry formally entered Tmall. This is the first international luxury brand to enter the third party online shopping platform, but the sales performance is not satisfactory. In half a month, only 132 goods are sold, of which 32 items are unconditionally refunded by customers, and the return rate is 26.4%, far higher than the rate of 7.21% of the return rate of Tmall.

{page_break}

Less than 300-500 yuan / bottle of perfume accounted for more than half of the goods sold in the . No more than 8000 yuan of bags and windbreaker were sold.

A Burberry Duchess handbag which is specially designed for Tmall's official flagship store is worth $42 thousand.

2008, the luxury industry, with its high unit price and strong purchasing power of target customers, stimulated the germination of China's luxury business model.

However, today, the fate of a single line, is expected to become a luxury sales growth "second spring" business platform also began to collapse.

at the end of May this year, 1 months after being put on the line, the luxury electric business of the Sai Fu Asian fund invested tens of millions of dollars.

It is understood that in August 2011, the official website was located in luxury sales.

After getting the investment, the sale of some similar websites will be completed in 4 months.

But it didn't last long, and it was closed in less than 3 years.

In addition to enjoying the network, the performance of several other luxury websites in China is not satisfactory.

Li Wei, a business analyst at the department store, said in an interview with the international finance daily that in the online platform of luxury goods, there will be more small businesses falling down, and the survival of the fittest. Only one or two of them will survive at last. This is a normal thing in the development of P.

for luxury electric providers, the fatal problem of restricting development is insufficient supply.

The head of a luxury website also admitted in an interview that "most of the electricity suppliers have less style and quantity, and the supply chain system can not be well resolved. The source of products may be some of the goods of the outlets."

in addition to the shortage of new products in the new season, a large number of overseas purchasing agents, micro-blog WeChat and other social platforms involved in luxury pactions have also brought great impact to the luxury electric business.

In this context, where is the future of luxury electric business? Li Wei pointed out that the future electricity supplier should first change its mode, that is, "online marketing and offline pactions", and the online platform of luxury goods must have its own characteristics.

"Besides, luxury electric providers also need to extend online to offline, provide value-added services and enhance consumer experience, such as the aftermarket maintenance of luxury goods has a great impact on sales."

on the other hand, it is also a good choice to expand channels and speed up pformation.

For example, the luxury goods business vip.com pformation sale website has already been listed in the United States; the show network has pformed the fashion department store, has obtained the authorization of Ferragamo; the Fifth Avenue has been running through the way of buying to the authorized dealer.

enhance brand skills /p >

when the luxury goods that once used to be turned into gods are turned into hands, even the counterfeit goods are smashing up, and the noble and rare images are no longer in place.

The expansive market and subtle mentality test the strategy and tenet of brand operation. Are they reserved or bold, low-key or publicity?

the market shrinks, profits fall and ratings drop. Bad news goes on one by one, so "Redemption" becomes the annual theme of luxury brands. A tough market battle has already begun.

2013, Armani flagship store and Dolce & Gabbana flagship store were closed down in Shanghai the Bund three and the Bund six, while in the Bund eighteen, Patek Philippe and Boucheron also withdrew.

Along with the economic recession and the weakness of sales in China, the expansion trend of luxury brands in China seems to have stopped abruptly. The three major luxury goods groups in the world say they will slow down their expansion in China.

While P is slowing down its expansion, luxury giants are also trying to improve their brand skills.

luxury group LVMH is spending a lot of money to build a senior craftsman training program.

Starting in September this year, there will be about 20 ambitious young people in the field of jewelry or fashion design for a two-year degree course.

Chantal Gaemperle, executive vice president of P LVMH group, believes that the main purpose of this training program is to enable young people to understand and recognize the industry of senior craftsmen.

He analyzed that people today do not necessarily know the value that the industry and the craftsmen can create.

"we hope that the industry can survive and have suitable successor.

These talents will be the core values of the brand. In the future, they will produce amazing works.

Gaemperle believe that the combination of theoretical education and practical experience, with excellent guidance, will create an excellent platform for highly skilled craftsmen.

Because training a professional craftsman requires a lot of investment, only 1/5's senior jewelry apprentice can go through 8 to 10 years of training, and eventually practice the highest level of technology.

deploying light luxury market

and as more and more light luxury brands began to separate from the market in 2013, some luxury giants began to deploy the market.

The most popular camps of light luxury brands are the sub line brands launched by a number of big brands or many sub brands in large groups.

Similar, but also have different business strategy, or with the main line brand shop, in the market is the main line of strong candidate, such as MCQ and Alexander McQueen, Emporio Armani and Giorgio Armani; or have independent stores, aiming at a clearer market, such as Italy Max Mara Max&Co. and iBlus and other light luxury brands, they form a solid market echelon with the Mara.

over the past 10 years, consumers often recognize Logo, the larger the Logo, the more expensive the price is, the more popular it is.

With the improvement of the level of aesthetics and the change of consumption habits, more and more people begin to like low-key and reverse their identity through the name brand Logo.

When the traditional luxury goods enter the cold market in China, it is a great contribution to the market from the birth of the "luxury brand" that is "affordable to buy".

Taking Coach as an example, its first quarter report in 2014 showed that although global sales fell by 1% over the same period, sales in China increased by more than 35%.

This figure is almost a myth in the luxury sector in 2013.

in recent years, the consensus between analysts and luxury industry executives is that Asian consumers account for half of Europe's luxury sales.

however, there is no hidden worry behind the sales performance.

As European luxury brands have increased investment in the Chinese market, more and more Chinese buyers have become picky and exclusive.

in fact, in order to deal with small buyers who care about their taste and cultural heritage, some world-class luxury brands have already prepared for a rainy day.

More and more Chinese elements are used in their product design, such as Patek Philippe drawing lessons from the dragon pattern jade Bi in the Western Han Dynasty of China, creating the white jade dragon limited watch, MontBlanc's Peking Opera Facebook ink pen is made of 18K rose gold, with exquisite black pencil holder, and two Hou Yi faces on the cap.

Not only that, more savvy luxury businessmen started the strategy of "made for China".

Luxury magnate Hermes has opened the first brand store with Chinese characteristics in Huaihailu Road, Shanghai, "to salute the craft that has long existed in China".

the extensive application of Chinese cultural elements in the field of luxury goods indicates that Western luxury brands are seeking to approach Chinese deep-rooted buyers of traditional culture deeply in a Chinese cultural manner.

Over the past 10 years, sales experience of luxury goods has proved to them that some totems, calligraphy and flowers with deep cultural significance can have great attraction for Chinese high-end buyers.

the target turns to Russian non /strong .

despite the fact that luxury giants have tried their best to curry favor with Chinese consumers, the slowdown in the market is an indisputable fact, and luxury magnates are turning their eyes to Russia.

Since the collapse of the Soviet Union, the luxury market in Russia has been one of the fastest growing markets in the world.

From fashion, champagne, private tropical island to Venice mansion in sixteenth Century and Damian Hester's works, the luxury retail space in Russia has increased 3 times to 1 million 650 thousand square meters over the past 10 years.

Russian consumers will spend 15% of their income on purchasing a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a >, which is only 5.6% in Germany.

According to Bain consulting, the Russians spent 8 billion 800 million euros last year on luxury goods.

Although China has a large population in the market scale, but in terms of per capita consumption of luxury goods, Russia has reached more than 4 times that of China.

Yulia Bushueva, managing director of Arbat Capital, a Russian investment organization, said that luxury goods are trying to change strategies to meet the needs of the Russian market, like P in Europe.

Yulia Bushueva said that even in London's Harold department store and Harvey Nikos's department store, she could not see something that excited her. "But in Russia, I can easily find some of my favorite a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a >.

it is reported that Hermes, Chanel, LV and Prada have successively changed the way of franchising in Russia to direct operation.

At the same time, the African market has also become the next target of luxury enterprises. P

In recent years, with the rapid development of Kenya's economy and the increasing number of middle class, these people have strong purchasing power.

Their market demand for high-end brand clothing has exploded.

Kenya's potential market has attracted Spanish apparel brand Zara and British shoe brand Clarks to cooperate with local businesses.

in the rise of the middle class, people are getting more and more attention to < a target= "_blank" href= "//www.sjfzxm.com/" > designer /a > brand demand and clothing. Many international fashion luxury brands also take this opportunity to pour into Kenya's capital Nairobi in order to get a share in this growing market.