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Luxury Brands Slow Down Shop And Sales To Maintain Their Brand Value.

2014/1/23 16:40:00 18

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Japanese media reported that Chinese people began to buy luxury goods from the 08 Olympic Games in Beijing. The proportion of Chinese people in global luxury consumption increased from 1% in 1995 to 29% in 13 years. More than 22% of Americans are the largest consumers of luxury goods in the world. 
 according to the statistics of Bain company, the scale of luxury goods in mainland China was 116 billion yuan in 13 years, and the market growth rate as high as 30% 11 years ago dropped to 7% in 12 years, and reduced to 2% in 13 years. 
 luxury enterprises have suffered a great impact. According to Bain statistics, there were 100 luxury stores in mainland China in the past 13 years, a decrease of 37% over the previous year. Even in the Bund, a famous tourist attraction in Shanghai, there are shops such as dujibana and Switzerland a href= "//m.pmae.cn/news/index_c.asp" > high-end watches "/a", brand Patek Philippe (Patek Philippe) and so on. 
 reported that China's < a href= "//m.pmae.cn/news/index_c.asp" > Fashion Industry < /a > the key word at present is "invisible wealth", which means hiding wealth like a stealth fighter that is difficult to detect by radar. Avoid buying Logo's obvious French brand LV (LOUIS VUITTON) and Italy brand Gucci (Gucci), low-key buying Logo small but high-end Italy brand Prada (PRADA) and Yi Po Tejia (Bottega Veneta) are regarded as fashion. 
 China's strategy for luxury goods companies has come to a corner. The world's largest luxury goods company, Ahinnice Louisweden group (LVMH group), its Gucci brand Kering, and Hermes International's 13 year 1~9 month year-on-year rate of increase is less than 10%, increasing slowly. The sales volume of 3 enterprises in Asia except Japan is about 30%, which accounts for more than half of China's mainland. Japan is only about 10%. 
 there is even a view that these "a href=" //m.pmae.cn/news/index_c.asp "luxury" /a > enterprises are strategic mistakes. Luxury companies are looking at the expansion of the middle class and even opening stores to Inner Mongolia and Xinjiang. China's domestic sales network continues to expand, Gucci opened 58 stores, Louis Weedon opened 47 stores. This leads to a reduction in its brand value. A female white-collar worker from Dalian said, "if everyone takes the same bag, then the bag that is hard to buy will lose its value". A French media also pointed out: "Louis Weedon is too popular in China". 
Louis Weedon P will adjust China's strategy. Plans to slow down the pace of entering the local cities, and re start the business as a center of big cities. Italy Ferrari, a high-end vehicle, has sold about 500 cars in China in 12 years. Ferrari chairman Luca Di Montezemolo said "Ferrari's rare value has been reduced" and plans to reduce sales. 
Besides, P also seems to have changed the tastes of Chinese consumers. European and American brands are mainly those who support the rapid growth of economy over the age of 45. And young people tend to pursue "simple and high quality" consumption. Although the price of the MUJI products of the comprehensive grocery store in Japan is good, its simple and simple design is welcomed by more and more people. In the 13 fiscal year (14 February), the number of shops in mainland China doubled to 2 years ago, to 100.