We have made preliminary preparations in terms of theory and practice, and a large number of brands have started to move toward China, especially after the financial tsunami in 2008. This process is accelerating. Nowadays, "Going to China" has become the preferred solution for 90% of international luxury brands.
According to the “Shanghai International Luxury Brand Development Research Report†recently released by Shanghai Commercial Information Center, at present, more than 90% of the world’s international luxury brands have already settled in Shanghai, and Shanghai has become the first choice for international luxury brands to enter China. At the same time, the survey found that 169 international luxury brands have established retail outlets in Shanghai. The areas covered include personal clothing such as clothing, leather goods, watches, jewelry, and cosmetics.
Burberry's 155-year-old Burberry sales flagship store opened on April 13th. Albright Chief Executive Officer Burberry said that Burberry plans to increase the number of Chinese stores to 100 in the short term to respond to strong market demand.
Burberry Chief Financial Officer Cartwright said that Burberry's sales in China have grown by 30% and continue to rise. Looking at the global market, more and more consumers buy brand-name products, and the purchasing power of emerging markets such as China is particularly alarming. In the coming year, Burberry will expand its presence in China, Latin America and the Middle East, and the retail store area will increase by 12%-13%.
It is reported that Burberry's sales in China are growing at a double-digit rate each year. In June 2010, the Burberry brand bought back retail rights in the Chinese market for £7,000, indicating the beginning of Burberry's efforts to expand the Chinese market. Most of Burberry's dealerships are located in Beijing and Shanghai, and 50 stores had sales of 75 million pounds in 2009. In addition to the 50 stores on the mainland market, Burberry also withdrew 13 stores in Hong Kong, a store in Macau, and 19 stores in Taiwan.
In 2010, many brands announced that they will open new stores and renovate their stores in 2011. Investment will continue to focus on developing sales networks. "The shrinking of foreign markets and the growth of the Chinese market have undoubtedly brought luxury space to the giants of luxury goods in China," an industry source said. In fact, as early as the global financial crisis was approaching, world-famous luxury brands such as Versace, Hermès and Louis Vuitton have shown signs of expanding the Chinese market.
In Beijing and Shanghai, the flagship stores of Tod's, Louis Vuitton, Bottega Veneta, Cartier, Salvatore Ferragamo, Zegna and many other brands have opened in succession in just a few months. These international luxury brands are competing to open up the Chinese market.
Juli Harris, general manager of WGSN Asia Pacific, once said: “The trend of luxury goods consumption in China and the world is two curves, one rising from low to high, one from high to falling, and finally crossing in the 21st century.â€
Taking Dior as an example, as early as the late 1990s, he began to explore the Chinese market. In 1994, Dior had its first store in Shanghai. The investment in opening a store was rewarded. Dior CEO said that Dior has doubled sales in China and the market is growing too fast... “I don’t just mean sales figures, but also include them. The depth of understanding of the brand and the purchase needs."
The report pointed out that international luxury goods have entered Shanghai since the 1980s and have experienced different stages of development. In recent years, Shanghai’s international luxury brand categories have been characterized by diversification. The concept of consumption is expanding from “small items†to “big itemsâ€, from “products†to “servicesâ€, to “cultural experiencesâ€, high-end clubs, tourism and vacations, Luxury yachts and other service luxury brands are also accelerating their development.
Luxury brand management model There are two types of luxury brand management models: direct sales and agency. Currently, there is a shift from agency to direct sales. International luxury goods groups such as LVMH Group, Richemont Group, and Gucci Group have chosen to directly invest in direct-operated stores in Shanghai, and have chosen Shanghai as the location of China’s regional headquarters and investment operation center. At the same time, the location of retail outlets has spread from strip-like central commercial districts to urban shopping malls, as well as the construction of new modern commercial buildings and historic buildings.
In addition to changes in business model and site selection, better services have become a necessary “weapon†for many luxury brands to fight for Shanghai consumers and Chinese consumers. Hublot's Board of Directors and CEO Jean-Claude Biver summed up the reason why his brand succeeded in the Chinese market: “We opened a watch repair service center in China and provided services in places where we sell watches to China. Consumers have confidence in us and let Chinese consumers know that buying a very expensive watch can get flawless service and you can change the battery when you need to change the battery.In China, maintenance service is the most important to our success. factor."
In addition to such cities as “Northern Cantonâ€, at present, luxury brands are still extending to second and third-tier cities. The following is the pace of the recent luxury brand layout in the second and third tier cities:
Italy's luxury clothing brand Canali has no profit in Beijing Oriental Plaza, Hangzhou monthly income has reached 1.5 million, becoming the country's best-selling stores.
High sales of luxury goods in various places The Heyi Avenue of Ningbo's high-end commercial center is becoming the second Hubin International Famous Street. Louis Vuitton opened a store with an area of ​​1,016 square meters at the entrance of Heyi Square. In Ningbo, most people who buy luxury goods are 25-45 year old white-collar workers and private owners. They are very keen on the sense of fashion, they value the quality of life, and their energy consumption is amazing.
The Wuxi Louis Vuitton Hachiman shop has achieved sales of nearly 2 million yuan on the opening day. After that, the daily sales amounted to more than 1 million yuan in four days, and it is currently stable to “grab the money†for more than 400,000 yuan per day. Loewe, a Spanish high-end brand, also brought ready-to-wear tailor-made services to Wuxi. In the past half year, VIP guests have been chasing after Nanjing, Suzhou and Hangzhou, which opened earlier in the year. The brand's VIP customers are those who have accumulated more than 50,000 yuan in annual consumption.
The newly completed Starlight 68 International Famous Plaza in Chongqing encompasses more than 40 international big names, including the world’s top ten luxury brands. Armani and Baozi have been very hard when they first entered Chongqing. But now, there is a nearly three-fold increase in annual market sales. Of the more than 70 sales outlets in the country, Chongqing has the fastest growth rate.
What impressed the people in Shenyang is that the performance of the sales watches has been at the top of the nation. Shenyang luxury consumer groups are fixed and can attract high-end people from surrounding cities. In the first quarter of 2010, ZTE International Famous Brand Plaza broke through the 100 million mark for the first time, achieving double-digit growth. Taking the Dior brand counter as an example, sales in March have risen to the top in the country.
Zhengdu Garden Department Store in Zhengzhou ushered in Cartier at the end of 2009. Together with the store of Dennis People’s Store, Cartier placed two pieces in the second-tier market, Zhengzhou, which is rare in second-tier cities in China. Ferragamo (Ferrago) December 26, 2009 Zhengzhou opened, Cartier officially settled in Zhengzhou on January 9, 2010, GUCCI first store in Henan opened in March 2010.
The first-tier cities in China are the strategic fortresses of the brand's image, while the second-tier cities will be the key to success in the market. In order for a luxury brand to succeed in a second-tier city, it is not enough to just stay in a cloth shop. How to implement a complete system and a continuous and effective marketing strategy will be the key to the development of second-tier cities by major brands.
At present, at least more than 100 international top brands are accelerating the distribution of luxury goods markets across China. The total number of franchise stores has reached 1,000. In addition to major cities such as Beijing, Shanghai, and Guangzhou, branches in midwestern cities have mushroomed. French luxury brand Louis Vuitton opened 27 stores in 22 cities in China, including second-tier and third-tier cities such as Changsha, Xi’an, Qingdao, Xiamen, Wuxi and Wenzhou, while Ningbo and Hangzhou gathered almost all international luxury goods. Big hand. Roger Fallaher, president of America's top luxury brand Ralph Lauren, recently told a luxury goods forum that consumer demand in many second-tier and third-tier cities is being released. In addition to increasing investment in first-tier cities, new markets must also be opened up in these places.
According to the “Shanghai International Luxury Brand Development Research Report†recently released by Shanghai Commercial Information Center, at present, more than 90% of the world’s international luxury brands have already settled in Shanghai, and Shanghai has become the first choice for international luxury brands to enter China. At the same time, the survey found that 169 international luxury brands have established retail outlets in Shanghai. The areas covered include personal clothing such as clothing, leather goods, watches, jewelry, and cosmetics.
Burberry's 155-year-old Burberry sales flagship store opened on April 13th. Albright Chief Executive Officer Burberry said that Burberry plans to increase the number of Chinese stores to 100 in the short term to respond to strong market demand.
Burberry Chief Financial Officer Cartwright said that Burberry's sales in China have grown by 30% and continue to rise. Looking at the global market, more and more consumers buy brand-name products, and the purchasing power of emerging markets such as China is particularly alarming. In the coming year, Burberry will expand its presence in China, Latin America and the Middle East, and the retail store area will increase by 12%-13%.
It is reported that Burberry's sales in China are growing at a double-digit rate each year. In June 2010, the Burberry brand bought back retail rights in the Chinese market for £7,000, indicating the beginning of Burberry's efforts to expand the Chinese market. Most of Burberry's dealerships are located in Beijing and Shanghai, and 50 stores had sales of 75 million pounds in 2009. In addition to the 50 stores on the mainland market, Burberry also withdrew 13 stores in Hong Kong, a store in Macau, and 19 stores in Taiwan.
In 2010, many brands announced that they will open new stores and renovate their stores in 2011. Investment will continue to focus on developing sales networks. "The shrinking of foreign markets and the growth of the Chinese market have undoubtedly brought luxury space to the giants of luxury goods in China," an industry source said. In fact, as early as the global financial crisis was approaching, world-famous luxury brands such as Versace, Hermès and Louis Vuitton have shown signs of expanding the Chinese market.
In Beijing and Shanghai, the flagship stores of Tod's, Louis Vuitton, Bottega Veneta, Cartier, Salvatore Ferragamo, Zegna and many other brands have opened in succession in just a few months. These international luxury brands are competing to open up the Chinese market.
Juli Harris, general manager of WGSN Asia Pacific, once said: “The trend of luxury goods consumption in China and the world is two curves, one rising from low to high, one from high to falling, and finally crossing in the 21st century.â€
Taking Dior as an example, as early as the late 1990s, he began to explore the Chinese market. In 1994, Dior had its first store in Shanghai. The investment in opening a store was rewarded. Dior CEO said that Dior has doubled sales in China and the market is growing too fast... “I don’t just mean sales figures, but also include them. The depth of understanding of the brand and the purchase needs."
The report pointed out that international luxury goods have entered Shanghai since the 1980s and have experienced different stages of development. In recent years, Shanghai’s international luxury brand categories have been characterized by diversification. The concept of consumption is expanding from “small items†to “big itemsâ€, from “products†to “servicesâ€, to “cultural experiencesâ€, high-end clubs, tourism and vacations, Luxury yachts and other service luxury brands are also accelerating their development.
Luxury brand management model There are two types of luxury brand management models: direct sales and agency. Currently, there is a shift from agency to direct sales. International luxury goods groups such as LVMH Group, Richemont Group, and Gucci Group have chosen to directly invest in direct-operated stores in Shanghai, and have chosen Shanghai as the location of China’s regional headquarters and investment operation center. At the same time, the location of retail outlets has spread from strip-like central commercial districts to urban shopping malls, as well as the construction of new modern commercial buildings and historic buildings.
In addition to changes in business model and site selection, better services have become a necessary “weapon†for many luxury brands to fight for Shanghai consumers and Chinese consumers. Hublot's Board of Directors and CEO Jean-Claude Biver summed up the reason why his brand succeeded in the Chinese market: “We opened a watch repair service center in China and provided services in places where we sell watches to China. Consumers have confidence in us and let Chinese consumers know that buying a very expensive watch can get flawless service and you can change the battery when you need to change the battery.In China, maintenance service is the most important to our success. factor."
In addition to such cities as “Northern Cantonâ€, at present, luxury brands are still extending to second and third-tier cities. The following is the pace of the recent luxury brand layout in the second and third tier cities:
Italy's luxury clothing brand Canali has no profit in Beijing Oriental Plaza, Hangzhou monthly income has reached 1.5 million, becoming the country's best-selling stores.
High sales of luxury goods in various places The Heyi Avenue of Ningbo's high-end commercial center is becoming the second Hubin International Famous Street. Louis Vuitton opened a store with an area of ​​1,016 square meters at the entrance of Heyi Square. In Ningbo, most people who buy luxury goods are 25-45 year old white-collar workers and private owners. They are very keen on the sense of fashion, they value the quality of life, and their energy consumption is amazing.
The Wuxi Louis Vuitton Hachiman shop has achieved sales of nearly 2 million yuan on the opening day. After that, the daily sales amounted to more than 1 million yuan in four days, and it is currently stable to “grab the money†for more than 400,000 yuan per day. Loewe, a Spanish high-end brand, also brought ready-to-wear tailor-made services to Wuxi. In the past half year, VIP guests have been chasing after Nanjing, Suzhou and Hangzhou, which opened earlier in the year. The brand's VIP customers are those who have accumulated more than 50,000 yuan in annual consumption.
The newly completed Starlight 68 International Famous Plaza in Chongqing encompasses more than 40 international big names, including the world’s top ten luxury brands. Armani and Baozi have been very hard when they first entered Chongqing. But now, there is a nearly three-fold increase in annual market sales. Of the more than 70 sales outlets in the country, Chongqing has the fastest growth rate.
What impressed the people in Shenyang is that the performance of the sales watches has been at the top of the nation. Shenyang luxury consumer groups are fixed and can attract high-end people from surrounding cities. In the first quarter of 2010, ZTE International Famous Brand Plaza broke through the 100 million mark for the first time, achieving double-digit growth. Taking the Dior brand counter as an example, sales in March have risen to the top in the country.
Zhengdu Garden Department Store in Zhengzhou ushered in Cartier at the end of 2009. Together with the store of Dennis People’s Store, Cartier placed two pieces in the second-tier market, Zhengzhou, which is rare in second-tier cities in China. Ferragamo (Ferrago) December 26, 2009 Zhengzhou opened, Cartier officially settled in Zhengzhou on January 9, 2010, GUCCI first store in Henan opened in March 2010.
The first-tier cities in China are the strategic fortresses of the brand's image, while the second-tier cities will be the key to success in the market. In order for a luxury brand to succeed in a second-tier city, it is not enough to just stay in a cloth shop. How to implement a complete system and a continuous and effective marketing strategy will be the key to the development of second-tier cities by major brands.
At present, at least more than 100 international top brands are accelerating the distribution of luxury goods markets across China. The total number of franchise stores has reached 1,000. In addition to major cities such as Beijing, Shanghai, and Guangzhou, branches in midwestern cities have mushroomed. French luxury brand Louis Vuitton opened 27 stores in 22 cities in China, including second-tier and third-tier cities such as Changsha, Xi’an, Qingdao, Xiamen, Wuxi and Wenzhou, while Ningbo and Hangzhou gathered almost all international luxury goods. Big hand. Roger Fallaher, president of America's top luxury brand Ralph Lauren, recently told a luxury goods forum that consumer demand in many second-tier and third-tier cities is being released. In addition to increasing investment in first-tier cities, new markets must also be opened up in these places.
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