Interpretation Of The Six Major Strategies To Save The Market For Luxury Goods

< p > at the end of last year, the three quarterly bulletin of the brand was concentrated. The market shrinks, profits fell, ratings lowered, and bad news went on one by one, so "Redemption" became the annual theme of brand dealers, and a difficult market defense battle had already begun. < /p >
< p > < strong > strategy 1 < /strong > /p >
< p > < strong > collective shop closed down the pace of expansion < /strong > < /p >
< p > 2013, Armani flagship store and Dolce & Gabbana flagship store were closed in Shanghai the Bund three and the Bund six. Armani has been in the Bund three for nearly ten years. In the Bund eighteen, Patek Philippe and Boucheron also withdrew. With the economic downturn and the weakness of sales in China, the expansion of luxury brands in China seems to have stopped abruptly. At the beginning of 2013, LVMH group said that LV will completely inhibit expansion and will not continue to open stores in two or three cities in China. At the same time, Kering group and Li Feng Group also said they would slow down their expansion in China. < /p >
< p > spicy mouth comment: closing stores does not mean abandoning the Chinese market. Although the growth rate of luxury goods in China has slowed down, the competition among the world's leading luxury goods giants has not stopped. It's just starting to use different ways to layout the Chinese mainland market. At the same time, Zhou Dafu, a famous brand name of the group, signed an agreement with Zhou Dafu, a subsidiary of the company, to set up an independent joint venture in the mainland of China. If barbaric growth fails, it is necessary to design a larger sales space and more high-end stores, so as to enhance the competitive advantage of the brand in China in a disguised way. < /p >
< p > < strong > < span > id= "1389866095414S" style= "display: none" > /span > strategy two < /strong > /p >
< p > < strong > farewell classic to LOGO rise < /strong > /p >
< p > < /p >.
< p > in early 2013, LV creative director Marc Jacobs had thrown out a "blockbuster": LV's classic interlaced letters and square canvas series will not appear on T stage in the future. At the end of the year, the 2014 handbag of spring and summer women's clothing designed by LV was completely without LV's classic LOGO. If it weren't for savvy consumers, fan fan was now the Advertising Spokesperson for LV. He had to guess who Fan Bingbing's handbag was carrying half a day. Not only are LV's interlacing letters, Gucci's double G, Burberry, Chanel's checked double C, these consumers' familiar logo gradually fade out, luxury goods are gradually losing their own characteristics. Big brands to LOGO, such as levees quickly infiltrated into the entire luxury industry. < /p >
< p > spicy mouth comment: luxury goods have an eye catching brand premium, selling LOGO, why go to LOGO? When luxury brands start to go to LOGO tide, the most important problem is the homogenization of products and the lack of brand innovation. At the moment, consumers are becoming more and more mature, expecting brands to meet their individual needs. Customization is the most effective way to meet the individual needs of consumers and solve the shortage of brand innovation. LOGO, which seems to be surging, is just a sign that the brand era is declining. Experts believe that the luxury price tag will usher in the era of "new cost performance". "Paying attention to cost performance" will become one of the marketing strategies of many luxury brands and will appear in more luxury brands' earnings. < /p >
< p > < strong > strategy three < /strong > < /p >
< p > < strong > Chinese elements conform to the national aesthetic concept < /strong > /p >
< p > Gucci launched the special edition of New Bamboo in China, using the dazzling and bright lacquer material matched with the classic package that was born 66 years ago. Roger Vivier has launched the exclusive red classic limited edition series, which is sold exclusively in China with red theme shoes, high heels and handbags. The charm of this product has been doubled by the brilliant red. SWAROVSKI designs Tarantula series for Chinese market. Even the proud Hermes also launched the Arceau Ecuy re limited Chinese women's watch. MontBlanc is more reluctant to lag behind, especially for China's world time watches, with a limit of 88. The Chinese special wrist watch is based on the northern hemisphere version of China. The dial dial outer city disc logo has the name of the 24 time zone in the northern hemisphere, and the East eight district is marked with red CHINA characters. < /p >
< p > spicy mouth comment: even Hollywood is custom made movies for China. The world's big names will only make the abacus more precise and loud. Despite the frequent slowdown in luxury consumption growth, the market attractiveness of new product decisions has not yet shrunk. How to raise the appetite of high-end consumers, simply relying on brand name obviously has not played. In the final analysis, luxury consumption is a kind of experience. It is a killer for a particular consumer to experience exclusive services, exclusive attention and exclusive luxury. < /p >
< p > < strong > strategy four < /strong > < /p >
< p > < strong > vice line, light luxury concentrated force /strong /strong > < >
< p > 2013, more and more < a href= "//www.sjfzxm.com/news/index_c.asp" > light luxury brand < /a > began to separate the market, new recruits were born, and the old part expanded vigorously. The most popular camps of light luxury brands are the second-line brands launched by the number one line, or the many sub brands in large groups. Similar to origin, but also have different business strategies, 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's Max Mara's Max&Co. and iBlus and other light luxury brands, together with Max Mara to form a solid market echelon. < /p >
< p > spicy mouth comment: over the past ten 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. It is undeniable that consumers have accepted the expansion of information channels, and the improvement of brand awareness and trend has made potential for light luxury brands hidden. When the traditional luxury goods enter the winter market in China, the market contribution is undoubtedly huge from the birth of the "light luxury" brand that "people can afford 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. < /p >
< p > < strong > strategy five < /strong > < /p >
< p > < strong > surprise 50 percent off new spoiler: a href= "//www.sjfzxm.com/news/index_c.asp" > strong > discount season < /strong > /a > /strong > /p >
< p > discount is not unusual. It can be said that the concept of luxury discounts is also a product cycle. The year before last year, if the style of the dry season is often discounted, and the new product is definitely not discounted, this has always been the pride of luxury brands. But during the year-end sales season in 2013, many luxury goods in the shopping center of Beijing were selling at a low price, even to 50 percent off. These include first-rate luxury items such as Dior, Burberry, YSL, Tod 's and so on. About 20 pieces of spring and summer shoes in 2013 were tagging 40 percent off labels in the entire container store of Xinguang world Dior store. < /p >
< p > spicy mouth comment: it has always been a good seller. Behind the wide range of discount and service attitude change of luxury goods is the serious pressure of business and the change of consumption concept of luxury consumers in China. In 2013, the performance of luxury goods declined to varying degrees, with an annual growth rate reaching a record low of only 2%. The consumption of luxury goods in China is also rationalized. Besides brand and quality, it pays more attention to cost performance. Under such circumstances, the transformation of international luxury brand sales strategy, the initiative to launch the pro consumer price, is also the analysis of the domestic market after the choice. This change in international luxury brand discount and promotion and service attitude may be just the beginning. < /p >
< p > < strong > strategy six < /strong > < /p >
< p > < strong > withdrawing from China only because of a href= "//www.sjfzxm.com/news/index_c.asp" > strong > strategic adjustment < /strong > /a > /strong > /p >
< p > the French beauty giant L'OREAL Group officially confirmed to the media that it will terminate the sale of its popular brand Garnier Garnier in China. This is followed by the announcement of the abolition of the Chinese branch by the old Revlon cosmetics Revlon, and another Western mass cosmetics brand has withdrawn from the Chinese market. < /p >
P L'OREAL spokesman said the move was not a retreat, but a strategy. It is to concentrate on developing L'OREAL Paris and Maybelline New York in the Chinese market. In Paris, L'OREAL is the largest beauty brand in China. According to the Market Research Report, L'OREAL group's products occupy 17% of China's beauty market, the first in the industry. China is L'OREAL's third largest market in the world. According to L'OREAL's latest quarterly earnings report, the Chinese market is still full of vitality, but the recent growth momentum has slowed down. This has also prompted L'OREAL group to reconsider its brand portfolio and concentrate on developing strong brands. < /p >
The last day of 2013, Revlon's micro-blog is inevitably sad: "put on a cute lipstick kiss goodbye!" followed by L'OREAL, who will be next? The structural defects of the cosmetics market in China are becoming more and more prominent. On the other hand, they are extremely expensive luxury brands, while the other side is a small profit volume brand, which lacks a moderate price and better quality p brand. Foreign products that do not necessarily enter the Chinese market can make money. < /p >