Inventory The Current Situation Of Luxury Brands And Provide Countermeasures For Spanformation.

　　 Cross-border electricity supplier Snatching, consumer shopping enthusiasm declined. brand Attractiveness faded... Multiple factors combined to pull down the "altar" under the sale of luxury goods. The big ones opened the curtain, and the Greater China region became the "worst hit area". The golden area that once focused on development has now become a hidden mire. The stars are deeply trapped and unable to extricate themselves. But closing shop does not necessarily represent permanent decadence, maybe just for more powerful counterattack. Luxury goods When big brands are blocked in China, we should take stock of the current situation of luxury brands and provide countermeasures for spanformation.

Luxury brands in China are cold in Hongkong for five years of Prada

Since Prada was listed in Hongkong in 2011, Prada group has been one of the few brands of luxury brands that can maintain two annual growth. However, in recent years, the growth rate has been reversed, and the myth of high growth has been shattered. After the fall of 17% in 2014 EBITDA (profit and loss before depreciation and amortization), profits in the 2015 fiscal year have not been reversed.

Countermeasures: high cold Prada low head slow shop change strategy push customized services

Under the pressure of performance, Prada began to seek change.

A few days ago, Prada opened two new stores. Not only that, but the luxury brand also renovated stores in Shanghai's Hang Lung Plaza and the flagship store opened in Guangdong Road, Hongkong. It is worth noting that, as a luxury brand in the world, Prada not only adds customized services to Shanghai at the occasion of renovating the Hang Lung Plaza store, but also Stefano Cantino, Prada group's strategic marketing director, has publicly stated that the store will provide consumers with a more intimate, personalized and unique shopping experience instead of just selling goods. The industry believes that, in the context of declining performance, the Prada, the "veteran cadre" who has always been very cold, has begun to bow to reality. Before changing the strategy of rapid expansion of horse race enclosure, it began to focus on store upgrading and customer experience.

Burberry days are tough: China does not buy market value evaporated 20%

China is not buying the luxury goods giant Burberry, which continues to slump this year. Data show that in 2016, the annual profits of Burberry continued to decline, the group also announced that profits in 2017 will be at the lowest level expected.

The British luxury brand is famous for its double breasted windbreaker and cashmere scarf. In recent years, it has spared no effort to spanform itself into a global market and strive to become younger and more fashionable.

However, even in 2016, Beckham's eldest son was taken as an advertising photographer to invite Wu Yifan to show up on the T platform.

Strategy: Burberry starts heavy assets operation, and plans to open 9 stores in Huaxin in the next two years.

Burberry Group PLC, a British luxury goods company, has finally wholly owned its retail business in China. In a statement released by Boboli, the company acquired the remaining 15% stake in the Chinese company at 54 million pounds from Sparkle Roll Holdings Limited.

Bo Boli's press spokesman told reporters that as early as September 2015, the plan began to be implemented. At present, the company has 65 outlets in mainland China. According to Boboli, the company will open 9 new stores in the next two years after the completion of the acquisition.

Dior: in 2016, the company's fourth quarter operating profit plunged 30.2% to 74 million euros.

In recent years, as the growth of luxury new markets is weak and industry revenue has slowed down, the brand has to be reformed. Dior fashion department reported that in 2016, the company's fourth quarter operating profit plunged 30.2% to 74 million euros. In China, the flow of shopping malls and department stores continues to decline, and the closure of stores is no longer news.

Countermeasures: the first battle "micro business" test water successfully, the new era of luxury online shopping is coming.

In the morning of August 2nd, many people's circle of friends was washed up by such an advertisement: "Lady Dior Small handbag Tanabata Limited" exclusive online sale boutique. At ten o'clock, the link pointed out in the advertisement showed that the price of the 28 thousand yuan RMB Tanabata handbag has been sold out. "Please go to the boutique below to buy more favorite works."

As the first luxury brand to sell bags in the circle of friends, Dior said that the bag was sold online from August 1st to August 4th, and it continued to sell at the store after the end of the online event. However, the WeChat platform sold out less than half a day, indicating that Dior was a successful test in the field of electricity supplier.

Other countermeasures: the luxury industry is declining, LVMH set up fund companies to invest in all directions.

The world's largest luxury group, LVMH Mo t Hennessy Louis Vuitton SE (MC.PA), MOET & CHANDON, Hennessy LV group, will set up a new investment company L Catterton, which is jointly invested by the LVMH group and the controlling shareholder of the company.

Chanel and other luxury brands accelerate the integration of upstream industry chain

Recently, the world's leading luxury brand Chanel invested in four high-end silk suppliers in Lyon, France, hoping to pursue higher level breakthroughs in ready-made fabrics and technology. Behind this move of Chanel, it is the preoccupation and integration of upstream supply chain, which ensures the integrity of the entire supply chain.

In addition, Europe's top luxury companies such as Hermes, LVMH group and Kai Yun group have been quickening their layout in recent years to integrate upstream supply chains, including tanneries, and crocodiles farms and cattle farms.