Small Luxury Brands Have Saved Pretty Good Financial Data.

In 2015, when the global luxury market continued to decline, the small luxury brands were pushed to the focal point by the group's bright earnings data, trying to break the disappointing news of a series of luxury goods companies.

However, it is easy to find out that the minority brands have made brilliant achievements in this year's earnings report, but the sales performance they contributed still can not be compared with the "cash cows" of the various groups, or even enough to smooth their decline.

Take the Saint Laurent (Saint Laurent), Bottega Veneta (Bao butterfly), Balenciaga (Paris family) and other most obvious small brands of Kai Yun group (PPR) as an example, the revenue of Gucci single brand still accounts for 1/3 of the group's total revenue.

Attracting the attention of consumers and achieving good sales performance is only equivalent to giving the whole luxury market a shot in the arm, making it clear that the development and expansion of the market as a whole is a bottleneck rather than a complete abandonment of the market.

But it is still a short distance to recover from the cold winter.

In fact, this is also limited by the natural characteristics of niche brands.

On the one hand, compared with the traditional mass luxury brand, the minority group is better suited to the personalized consumption demand at the present stage, and the resonance between the brand and the consumer has become the key to the leading consumption. This also limits the number of the targeted consumers. On the other hand, it is the output, the small general brands are generally low in output, and the sales growth of high data is still limited by the number of products.

According to official information, 9 independent watch brands will be added to the SIHH in 2016. The industry believes that this may inject more vitality into the hard and luxurious timepiece industry, which has been quiet and quiet for a year.

SIHH is not only a window for display, but also a platform for ordering, adding 9 niche brands. There is no lack of comments that will create pressure on traditional brands.

"Some of these brands are still very young," he told Jaeger Le Coulter global president Daniel Riedo. "During the Geneva exhibition, they also had exhibitions in the same period, but they will move to the main venue next year."

At the same time, their output is very small, and it will not cause too much impact on the brand. "

Due to the restriction of the number of works, small brands can not be compared with traditional luxury goods in terms of store expansion and channel sinking.

Rojdu, who has an annual output of less than 5000 pieces, has been positioned as a niche brand in the industry for the implementation of high-end boutique routes. With the support of the group, its distribution outlets in the Chinese market 14 have been "large" in niche brands, but they have only stopped in a few second tier cities.

Jean Marc Pontroue, global president of our company, said that we are not a high-yield brand. Although the development of sales networks in China and North America is still possible, the focus in the Chinese market is still the improvement of sales outlets in the first tier cities.

Channel sinking will gradually expand through distributors.

In fact, the popularity of the outside world is a product of the diversified demand of the consumer market at the present stage. It is also a contrast with the stagnation of traditional brands, and it is not a smooth road to the brand itself.

The development of minority brands independent of large groups is even slower.

Although the auction price of charity auction will be relatively high, the production of small independent watch brands is generally lower than expected. The reason should not be blamed.

Most of the added value comes from the technological value, the artistic value of the design and the historical and cultural value of the brand, and it is undoubtedly an important part of creating a high premium for luxury goods to popularize these parts as a key point.

Niche brands can not simply stay in the stage of "a few people know, a few people have". How to pform the disadvantages of the relatively low yield of the traditional luxury brands into the scarce natural advantages of luxury goods, and carry out targeted publicity to expand popularity, is a pressing issue for small luxury goods.

At the beginning of the end.

A number of independent brand names belonging to minority brands are involved in brand recognition, and the final paction price is lower than expected.

In this auction, a Patek Philippe steel watch, estimated at a price of 700 thousand to 900 thousand Swiss francs, is finally priced at 7 million 300 thousand Swiss francs. The Rolex group's Tudor watches are sold at 350 thousand francs, which are 10 times higher than the estimated price, and are also the most expensive watches in the history of ETA 2824.

In this respect, brands with group advantages are more mature than independent brands.

Inside the group, Cartire is recognized as a sales outlet. Compared with Jaeger Le Coulter, MontBlanc and Earl's products and works, Lange and Robert Jordan have annual output of only thousands, but they also have their loyal fans and high brand awareness.

This is mainly determined by the precise positioning of the brand and the perspective of conveying the essence of the brand.

Langer insisted on the tradition of precise German tabulation. He insisted that each time stamp was engraved on the "Geneva imprint", and the annual output was consistent with the unified theme, such as this year's interstellar hollowing.

"The most important thing in design is to be different. Hollowing out is the most suitable tabulation technology for explaining details. It is different from the previous emphasis on curve design. Our design emphasizes more on the geometric shape of straight lines, the more pparent structure, and the convenience of consumers to understand the inner processes of products, thereby increasing confidence in consumer purchases."

Jean Marc Pontroue emphasized this.

Despite the eye-catching performance of minority brands in the earnings reports of various groups in 2015, the key to long-term healthy development is whether we can solve the problem of increasing the popularity of niche brands and increasing the balance between personalized consumption and low output.