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"Shanghai" Global Outlets 7 Local Luxury Brands Are Lost.

2013/6/14 20:41:00 19

On the one hand, the "exceptional" brand has become famous because of its first lady's dress, and has become the focus of the public from the minority brand. P On the other hand, the prospect of customized fortune making, known as China's only luxury brand "Shanghai", still seems to be a mystery. 
 from rapid development to acquisition and further expansion of the product line, "Shanghai" is like a boat. Although many times of spanformation, it seems that it has not identified the direction of its future development. Last year, "Shanghai" closed 7 stores around the world, and 14% of the shops were read as brands lost or abandoned. 
 in the industry view, the "high speed" development period has passed, and from the perspective of financial investment, the future will not rule out the possibility of being sold by the group. 
 last year the closing rate was 14% .
 recently, the "low key" a target= "_blank" href= "//www.sjfzxm.com/" > "clothing /a" > "Shanghai" has attracted a lot of attention because of its closing shop last year. 
 according to the latest earnings report of the peak group, last year, the "Shanghai" global store closed 7 stores, with only 42 remaining. In one year, the rate of closing shops was as high as 14%. According to Ye Qizheng, editor in chief of the network, the layout of the store is too much. Because it is not a popular brand, it should be "one or two stores in one city". 
In the view of the industry, the closure of the 7 stores in the year also reflects the operation status of Shanghai in a certain degree, and has a great relationship with its operation performance. P Xue Shengwen, a senior researcher at CIC, told reporters that there are two reasons for the closure of a large number of stores in Shanghai. On the one hand, the world economy is in a slump and the market demand is low. On the other hand, Shanghai's adaptability to the market after spanformation is also low. 
 analysts point out that such a business situation is closely related to its propaganda strategy. When the international luxury brands have seized the Chinese market, the Chinese luxury brand "Shanghai" has gone against the road. 
 however, while the reputation of foreign countries is improving, the majority of shops in Shanghai, the main position in China, are not very well known among domestic consumers, to a certain extent, affecting their sales volume. "Shanghai" ignores China's overseas propaganda strategy which is very bad for its development. At present, China is the largest consumer of luxury goods, and the market demand is the most exuberant. If it goes against the road, it will encounter greater resistance. 
In the view of the industry, China's high-end consumer industry is attracting many local enterprises and investment institutions to form an investment hotspot. China will become the first country of luxury consumption to become a reality in one or two years, P. The publicity plan for "Shanghai" seems quite unique. 
 Shanghai is also aware of the necessity of expanding China's market publicity. Informed sources said that in mid June, it will open a new flagship store in the Shanghai market, and revisit the Chinese market to step up publicity efforts. But for this reason, "Shanghai" official did not reply to reporters. 
 future or deserted /p >
 reporter learned that the "Shanghai" brand was founded by Hongkong businessman Deng Yongqiang in 1994. 
 the "Shanghai" in the Deng Yongqiang era, the product line is single, only limited to women's clothing, < a target= "_blank" href= "//www.sjfzxm.com/" > designer < /a > with traditional Chinese tailors. Although "Shanghai" is quite famous in European upper class, the selling point of products is limited to the customs of old Shanghai and tends to be customized. 
In 1997, the development of the "Shanghai" which followed the wind and water was brutally attacked by Waterloo in the process of accelerating international expansion. After that, he sold most of the company's shares to the P group and chose to quit. 
After the acquisition of "P", the group repositioned the brand of "Shanghai" with a number of luxury brands such as Cartire, Dunhill, Earl, MontBlanc and so on, and made radical reforms to Shanghai. 
 but in Xue Shengwen's view, the development of the brand of "Shanghai" by the peak group is not as smooth as expected. 
 it is understood that after the spanformation, "Shanghai" targeted the target customers in the 25-50 year old middle and high income earners, and on the basis of women's wear, joined the men's wear series and more young product series, and integrated modern fashion design elements and ideas. 
 it is worth mentioning that "Shanghai" has greatly expanded the product line. In the view of the industry, having more derivatives is one of the characteristics of luxury goods which are different from ordinary brands. According to the experience of luxury brands such as MontBlanc and earl, Lei Fuyi, the current executive chairman of "Shanghai", has developed a series of derivative products for Shanghai, adding men's clothing and children's clothing, and then expanding to various services such as accessories, household products, custom made clothes and so on. 
 "after the peak of Shanghai has been taken over, the great reform of its brand has lost its essence, which will have a serious impact on the long-term development of Shanghai." Xue Shengwen believes that the peak is undoubtedly good at channel and brand operation, but it is eager to push the brand to the international market, but ignores the characteristics of "Shanghai". 
Less than P, not long ago, JohannRupert, chairman of the board of directors of the summit group, said that the group should get rid of the disappointing brands as early as possible. He pointed out that the acquisitions made by the group are not always successful, so we must deal with bad investments faster. As a result, "Shanghai" has been interpreted repeatedly as a forsaken prediction. 
 for this reason, some analysts have pointed out that the closure of stores is only a change of market strategy, which does not mean that the brand of Shanghai has lost its value. But there are many people in the industry who told reporters that "Shanghai" is just like "chicken ribs" for Li Feng. As China's "only luxury brand", the natural development prospect is worth looking forward to, but at present, its profit level is difficult to make a greater contribution to the group. 
 in Ye Qizheng's view, "Shanghai" has gone through a period of rapid development. "In recent years, it has not changed much." As a lifestyle brand, its expansion product line is understandable, but at present, it has reached a certain level in the new product release. 
 If ye will be sold, ye Qi Zheng expresses the possibility that from the point of view of financial investment, if there is a good sale price, the sale of brands by the group does not seem to matter.