Home >

Luxury Urbanization Needs "People Idol" LV Attacking The Two Or Three Line Market.

2013/12/14 14:08:00 38

LV Gong Li Zhang Ziyi Maggie Cheung Fan Bingbing Luxury Brands Burberry Gucci Forbes Louis Weedon

< img border= "0" align= "center" alt= "" src= "" /uploadimages/201312/14/20131214021657_sj.JPG "/" < > > "

2013, < a href= "http://sjfzxm.com/news/index_s.asp" > LV < /a > in 32 cities in mainland China, 46 stores were directly managed.

There are 13 stores in Beijing, Shanghai, Guangzhou and Shenzhen, and the rest are in two or three line cities.

< a href= "http://sjfzxm.com/news/index_s.asp" > Burberry < /a > (expanding site selection information) has opened 70 cities in 36 cities in China.

< a href= "http://sjfzxm.com/news/index_s.asp > > Gucci < /a > opened 59 stores in 32 cities.

north to Guangzhou and Shenzhen four big cities obviously can not digest the huge consumption demand, "to the town" has become the "a href=" http://sjfzxm.com/news/index_s.asp "luxury brand" /a "2013's important strategy, but what kind of Hidden Reef is hidden?

luxury land enclosure movement, advancing towards the two or three line city /p >

luxury goods are full of enthusiasm and horse racing. They participate in the interaction of urbanization in China in the fashion of high-end consumption.

At the end of 2012, it was also the twentieth year of Louis Weedon's entry into China when "a href=" http://sjfzxm.com/news/index_s.asp "urbanization < /a > became the popular key word in China's political and social topics.

In his 2013 job advertisement, Louis Weedon introduced himself to the young Chinese who are about to enter the society. As of now, Louis Weedon has 42 direct shops in 32 cities in mainland China, and another store is located in Ulan Bator, capital of Mongolia.

Immediately after that, the brand opened 4 new stores.

At this time, the four big cities of Beijing, Shanghai, Guangzhou and Shenzhen have 13 stores, and the rest are in two or three line cities.

according to the ratio of about 3:7, < a href= "http://sjfzxm.com/news/index_s.asp > > bobury" /a ", Hermes, a href=" http://sjfzxm.com/news/index_s.asp "> Gucci" /a "and other ten luxury brands in the world, the site selection routes in China are the same, and ten shop distribution maps overlap together, the path is not very different, and the number of stores is more or less.

In particular, Gucci seems to be willing to follow the lead of the world in the mainland of China.

2009, the newly opened twenty-eighth branches of Gucci in Nanjing West Road, Shanghai, the second largest flagship store in the world after New York, and 2000 square meters on the street, are larger than the Louis Weedon area across the street.

When Gucci CEO Patriziodi Marco told reporters that they are the second largest luxury brands in the world after Louis Weedon, you know that the size and location of the store are meaningful.

It was also at that time that the N generation of the family brand announced that they wanted to open 40 stores in China. Since then, by 2012, Gucci had 51 direct outlets in mainland China, covering 32 cities, and the number of cities in the city, like Louis Weedon, was several more than the number one in the world.

Although P did not have such a high profile, by November 2013, the brand had opened 70 outlets in mainland China, covering 36 cities, 14 in four cities, and 2:8 in two or three cities.

> a href= "http://sjfzxm.com/news/index_s.asp" > Prada < /a > opened 27 stores in 19 cities.

Among the top ten brands, the relatively low price of Cox has infiltrated 56 cities in mainland China and successfully launched online sales.

Other top ranked brands are also on the line, which will break through the geographical limitations at low cost.

In 1992, Louis Weedon opened the first store in Wangfujing, Beijing. After 5 years of waiting, Gucci stayed close to the company. By 2002, the two brands had only 4 outlets in mainland China.

It started in 2007. In the past 5 years, two brands have not yet been opened to 18 stores. In 2009, the sales rate of luxury stores represented by these two stores was two and a half times that of the total number of stores in the past.

the position and GG of the entire luxury flag city are closely related to the distribution of lights in China's cities and towns.

In the place where these luxury goods go horse racing, they participate in the interaction of urbanization in China in the form of high-end fashion consumption.

according to the official urbanization rate, China reached 52.57% by 2012, and unofficial data insisted that those cities that did not keep up with the public level could be considered at most 36%.

Compared with the 80% town rate in developed countries, Bain research firm has every reason to predict that the luxury market in China will be thriving in the case of "cold winter" in 2013.

Of course, after the reform and opening up, Pierre Cardin and others came and went back to their hometown for more than ten years.

Then, at last, he put his legs into the mainland of China and worked hard for 20 years. Even though the largest a href= "http://sjfzxm.com/news/index_s.asp" and "/a" store in the city, it was only a luxury of 8% of China's cities.

To maintain such posture and speed, if the "China urbanization promotion plan" from 2011 to 2020 is really realized, the space for luxury urbanization in the future is still immeasurable.

the "luxury urbanization" intensifies the social difference between the rich and the poor. /p >

In the autumn of 2011, in the newly opened LV flagship store in Chongqing, the citizens queued up to rush to buy. The president of the LVMH group "a href=" http://sjfzxm.com//business/ "> Bernard Arnott /a" really understood what came to be called the "awake lion".

{page_break}

After P, 2009, the growth rate of luxury goods in the Chinese market reached 35% (Bain).

Although for many ordinary citizens, it has nothing to do with luxury goods.

Expensive, high quality living standards are so abstract that no one can say they like anything that they have never seen before.

Therefore, luxury stores penetrate into the two or three line cities, no matter which brand they are, which are all very important strategies. Obviously, the four big cities can not undertake and digest such huge consumption demand.

In the autumn of 2011, in the autumn of 2011, the new a href= "http://sjfzxm.com/news/index_s.asp" Louis Vuitton /a flagship store suddenly appeared so sensational. The citizens queued up to catch up at night. Probably at this time, Bernard Arnott, President of Louis Mohun, himself really understood what came to be called the "awake lion".

Before they moved forward in the northeast and southeast coastal areas, they slowly turned to the northwest. The first Louis Vuitton shop in Southwest China was only opened to Chengdu in 2010.

in luxuries urbanization, by 2013, Louis Weedon's sales in China increased by only 1%, compared with 17% of Hermes.

Although Bernard Arnott is still in the top ten list of "global rich list" of various companies, his wealth statistics and results are not the same, the result is the same, his income or ranking has dropped.

Many reasons led to a decline in the growth of luxury goods in China over the past year, including various economic and political factors, such as the euro exchange rate and the new government alternation in China.

At the moment, brands are no longer as ambitious and ambitious as they did in 2009.

If sales can not balance the expenses of opening stores, the cost and risk will be improved simultaneously.

only by changing the household registration system, or whether the international luxury stores enter the city as a sign of their urbanization, can they not solve many problems, such as how these new citizens bear high consumption? Even how to make a living in the new citizenship status, while others benefit from urbanization, making China's new rich class constantly emerge from the urban changes.

As a result, luxury urbanization also means a serious division between the rich and the poor.

more than one industry expert predicted that the "cognition" of Chinese consumption will soon replace "show off".

However, the judgement of the change of consumption ideology is too early. In fact, although the consumption of luxury goods in mainland China is relatively declining, sales abroad are still strong, while domestic purchases account for only 40% of China's luxury consumption, especially because of the depreciation of the euro, and the difference between overseas and domestic consumption of many of the same products is 40%.

According to Bain's statistics, by the end of 2012, the consumption of luxury goods in mainland China, including Hong Kong, Macao and Taiwan, has jumped second, surpassing Japan and next to the United States.

Emerging markets are offering 55% of the world's ten largest luxury brands, with 25% of China's total.

If the new citizens of urbanization become the main consumer of luxury goods, their flaunting consumption characteristics have not changed.

from the survey of luxury consumption, the data provided by < a href= "http://sjfzxm.com/news/index_s.asp" > Bain < /a > show that the core consumers are executives, two generation, government officials and entrepreneurs with annual income of over 800 thousand, and the scale of the group accounts for about 15% of the total number of respondents.

Thus, the survey concluded that the policy of handover and anti-corruption and frugality has become an important reason for the low growth of luxury goods in China this year.

For consumption purposes, although personal use occupies a certain proportion, gift giving is still an important driving force for consumption.

The top two list of "China's 10 million rich brand trend" released by Hurun is "favorite men's gift brand Louis Vuitton" and "Chanel's most popular gift brand Chanel".

That is to say, luxury consumption has not fundamentally changed over the past thirty years.

The existence of such pactions means that the rules of the game are opaque and the distribution of social wealth is unfair.

here, the urbanization of luxury goods has come to a new node. Although 9 years ago, the most popular brand of Chinese millionaires is still Louis Weedon.

But Louis Weedon may no longer adapt to the delicate pformation of urbanization, because the brand's popularity is too high, its label power may still continue to play a role in the 234 tier cities, but in a second tier city has become the pronoun of "tyrant".

In addition, the abuse of counterfeit and inferior products that can not be stopped is perhaps the main reason for its depreciating value in the Chinese market.

Also because of Louis Weedon's high degree of discrimination, the "gift brand" emerges from the potential.

Here is the reason why a luxury town meets its reefs: they have to communicate with these urban residents to enhance their awareness of brand culture, and not to lose those "hidden rules" customers.

"local Hao" became popular word in this year. The growing young consumers in the second tier cities have turned their attention to some young designer brands. For example, in the first half of this year, Michael Kors came to be a revenue cutter.

This choice is intended to draw a clear line from the "show off" luxury consumer group.

Therefore, taking Louis Weedon as a typical example, we have to consider how to balance the social mood through product.

For example, this year's Louis Weedon's two strategies: one is to stop expanding new stores; the two is to go to LOGO.

{page_break}

There is no reason why the experts in the current political commentary are worried about the urbanization policy. 160 million of the migrant workers are forced to urbanization under the household registration system. The first thing they face is high housing prices and high consumption. After they lose land and enter the city, there will be an invisible force to throw them to the bottom of the Pyramid, that is, "luxuries urbanization".

TV superstars. Luxury urbanization needs "people Idol" /p >

Before P, more than 3 Chinese celebrities were invited to "a href=" http://sjfzxm.com/news/index_s.asp "International Fashion Week" < /a >, and they gained international fame more or less through films, such as Gong Li, Zhang Ziyi, Maggie Cheung and so on.

by 2013, the Chinese pop stars on the four international fashion week reached the 39 place.

Stepping into the conference site is no longer the Chinese "international stars" instead of the local TV stars, and foreign journalists do not know one another, but they have at least a broad local mass base.

when Chen Kun, who was born in Chongqing, returned to his native place and raised the scissors to cut the ribbon for Louis Weedon's new store in Chongqing, the citizens who took Monument for Liberation as the tide collecting center were finally elated.

The situation there is this, Chengdu people run heavy celebrate people, say Chengdu is the western fashion capital, because their luxury stores open more earlier than in Chongqing.

From the comments of some netizens on the Internet, it is not unfounded that we make such a judgment here: the expansion of luxury stores has become one of the standards of urbanization in the consumption level.

The urbanization of P and the urbanization of luxury goods will encounter the same problem, that is, too much development has brought about endless problems.

This is the "people's Idol" required by the major luxury goods to seize the Chinese market. They have an inestimable influence on the two or three tier cities, P.

This year, 2013, according to our survey, luxury urbanization has entered a new stage, and the various cooperative relations with domestic stars can be seen as a necessary means for this new stage.

> Louis Weedon Brown a, href=, http://sjfzxm.com/news/index_s.asp, Hermes, /a, Gucci, Prada, Rolex, a href=, http:// sjfzxm.com/news/index_s.asp, Chanel, href=, Cartire, bolieri, Fendi and coco, ranked the top 10 in the list of global luxury brands released by Millward Brown in 2013.

In the past 2012-2013 years, events involving celebrities in various brands were limited to mainland China (< /p).

In the past 9 years, Hurun's list of the most popular brands in China is Louis Weedon. It is like a LOGO that can not be washed up on the list.

If this list is reliable, there is no reason to believe that "Chinese luxury goods will enter a rational consumption stage".

In addition, the rise of stars in China's urbanization shows that the so-called rationality is far from being far away.

When luxury goods start their urbanization steps, we should see that the first tier, second tier cities and three or four tier cities are not responding on the same timeline.

the group of young luxury goods consumers who account for 50% of the "group size", live in the first tier cities, travel to 234 cities, and then begin to "personalize and have a sense of existence", that is, purely from the experience, understanding and acceptance of their own material and luxury culture, and then use it as a luxury consumption target. At present, it is not the main force of the "ten largest" luxury consumption.

And the main force, such as the private enterprise owners who occupy 234 of the "group size" of 30%, as the beneficiaries of urbanization, are becoming the new rich class in China. Their slogan of luxury consumption is "love LOGO".

"P" and "love LOGO" complement each other is the star effect. The star effect is an important driving force for blindly following the trend of consumption.

As a representative of the "multimillionaire", celebrities do not rely on "group size" but rely on public attention to become the vane of luxury goods.

In 2013, < a href= "http://sjfzxm.com/news/index_s.asp > > Forbes < /a > published the" China celebrity list ", ranking tenth in revenue, 96 million 500 thousand.

It is a truly "multimillionaire" or even billionaires.

fame and wealth are the mainstream values of social success. Stars undoubtedly exist as models and pioneers of life style.

In 2009, when the fastest urbanization of luxury goods and the largest number of cities covering two or three cities in China, the television and the Internet were also fully covered in China. The Dulong minority in the poorest remote mountainous areas of Yunnan began to enter the television history this year, and began to receive external information one way.

Television is a media everywhere. In the process of urbanization in China, TV stars have become the most important role of communication.

Fan Bingbing is perfect, active, and has the characteristics of all the new Chinese striving. Her fame is widely known. Her image is everywhere from the first line to the four tier city.

She is the spiritual example of those who are eager to lead a good life and get ahead of the world. She fits Louis Weedon's spiritual temperament.

> a href= "http://sjfzxm.com/news/index_s.asp" > Fan Bingbing < /a > since 2008, on the "Chinese celebrities list" of Forbes, all along the way forward, in 2013 rushed to the comprehensive ranking, ranked second in income.

From many angles, we can see that Fan Bingbing's efforts in recent years are obvious to all, one of which is her cooperation with Louis Weedon, but the best way to prove that the luxury and star join hands in the process of urbanization is remarkable.

In 2010, Fan Bingbing was invited to the fashion week by a weekly magazine. Her full set of Louis Weedon pushed into the front row. In the next quarter, she became the guest of invitation at Louis Weedon's Fashion Week conference in Paris. In 2012 and 2013, she became the spokesman of the brand in China.

At this time, Louis Weedon or began to realize that the invitation of semi retired Gong Li is certainly high-end atmosphere, but the size of the group she can influence is obviously not as good as Fan Bingbing's.

Fan Bingbing is perfect and active. She has the characteristics of all the new Chinese striving. Her fame is widely known. Her image is everywhere from the first line to the four tier city.

She is the spiritual example of those who are eager to lead a good life and get ahead of the world. She fits Louis Weedon's spiritual temperament.

Although the cooperation between Fan Bingbing and Louis Weedon can not be judged by data statistics, but from then on, Louis Weedon invited Na Ying, who had fought back the entertainment focus in the past two years through TV shows, apparently an important work in the course of urbanization. That is to communicate with the urban consumers who know highly about luxury brands through celebrities.

so, this year's TV stars who killed a href= "http://sjfzxm.com/news/index_s.asp" > New York fashion week < /a > have become boring and boring in the news of the whole fashion week despite their fame and performance achievements, but the market demand is exactly the same.

Their new task is not only to accelerate the pace of fashion for the dissemination of luxury goods, but also to prepare materials for demonstration for potential consumers of luxury goods: what is fashionable and successful life?

although there are some young people who go to fashion week, they are popular modeling techniques.

That is to say, as a model of luxury lifestyle, our fashion stars are still in the "urbanization" unfinished state.

Modern fashion is a typical urban culture. As a superficial or ubiquitous cultural phenomenon, it emphasizes the uniqueness of the urban structure. Anyway, it is the self reflection of individuals in highly developed urban environment, and when it becomes a trend, when it will die.

At this speed, if there is no independent and diversified thinking, it is impossible to characterize its trajectory.

And urbanization is a clumsy movement to plan the nihility of the city.

a village can turn the entire land into a building mansion overnight, or turn a farmer's household registration into a household account. But in order to change the urban thinking from the concept, it is not a change in policy at all times.

Under such circumstances, China's fashion stars are mostly part of a long overdue period of "a href=" http://sjfzxm.com/news/index_s.asp "luxury" /a "puppet.

Fashion criticism can not go further into the cultural metaphor of a skirt. The fashion media choose to repeatedly communicate with readers by marking the brand and price three times.

as the good clothes of the urbanization fashion, < a href= "http://sjfzxm.com/news/index_s.asp" > Fashion Star < /a > has indeed completed their tasks, and has obtained their opportunity to rise in the course of luxury luxury urbanization.