Tod' S Continued Weakness In Hong Kong And Macao Markets

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The brand continued to be weak in the Hong Kong and Macao markets. The Italy luxury group Tod 's Group SpA's first quarter profit fell by 17.3%, while the quarterly sales volume of the company was 257 million 700 thousand euros, slightly higher than the 256 million euros expected by the market, up 1.5% from 253 million 800 thousand euros a year earlier, mainly driven by the weaker euro dollar, and the 3.1 decline in sales after excluding the exchange rate effect.

In addition to the impact of the exchange rate, the sales of the Greater China quarter fell by 15% to 53 million 900 thousand euro in the first quarter of the year.

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The passenger flow and consumption expenditure in the stores all shrank sharply, but the group pointed out that significant progress has been made in the mainland, which has accounted for half of the business in the region. The decline has narrowed compared with last year.

The drop in passenger consumption in Asia and the bad weather on the east coast of the United States recorded a 2.5% decline in sales in the Americas, falling to 20 million 900 thousand euros.

At the same time, the group expressed its dissatisfaction with the high rent in Hongkong's golden area and pointed out that the Hongkong property developers refused to accept the request of the retail brand for rent reduction.

China's anti-corruption and Hongkong anti mainland people have led to a decline in Hongkong's retail market.

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At home, LACOSTE has put a lot of effort into solving the most basic problem of brand identification.

When the French crocodile LACOSTE entered the Chinese market, it argued with the Hongkong crocodile (Crocodile) and the Singapore crocodile (Cartelo) for trademark rights, making people see that the logo of crocodiles was also confused.

Although LACOSTE is more high-end and internationalized than any of the other two brands, Yao Weixiong, chief executive of China, once said, "we have also tried to solve this problem in a positive way these years. For example, we have been sponsoring the Masters Cup, our street poster ads and other high-end positioning", but the confusion of these three crocodiles still kept LACOSTE in a period of time without leaving a clear high-end brand positioning in China.

Until 2006, Hongkong crocodile agreed to replace Logo, and Singapore crocodiles were also rare in the market.

After eliminating the interference, LACOSTE will have to face up to the problem of "who is our consumer".

In 2013, LACOSTE spent 8 months to explore the future trend of the brand. In the US, China and France, they conducted a focus group survey with their customers, and finally decided a brand new positioning -- more fashionable and high-end.

Former CEOJos e LuisDuran said, "I want to build LACOSTE into high-end quality products."

Obviously, the L! VE series can not meet the requirement of being younger on the basis of sports wind.

Therefore, the 2015 latest series of tennis costumes is not so much a return to the field as an experiment of new positioning.

"Tennis is a more high-end sport. Choosing this sport actually has the opportunity to enhance brand value."

Zhang Qing, the founder of sports consulting firm, has commented on Uniqlo's tennis shirt.

Of course, LACOSTE is more than that.

It has brought the glory of Ren Lacoste when she first created this brand - LACOSTE has not felt this for a long time.