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Changes In The Global Pattern Of Luxury Goods, LVMH, The Three Giants Of The Past, And The Opening Of Cloud Are Advancing In China.

2013/10/8 18:45:00 29

the temperature outside the shade is close to 40 degrees, but in the afternoon of 1976, it still can not stop the surging crowd of Louis Weedon store in Marceau Avenue, Paris. Louis Weedon's great grandson Henry Louis from the office looked out at the window of the crazy Japanese tourists. They snapped up Louis Weedon's leather goods just as they were snapping up big sale items. Henry immediately made the decision to enter Japan, which enabled Louis Weedon to seize the opportunity and get a slice of the Japanese economy. 
The scenes like P were made in China after 30 years. 
Like P, China's domestic retail market is only the tip of the iceberg of this luxury global feast. Last year, Shanghai A.T.Kearney management consulting firm pointed out that more than 30% of global brands including Louis Vuitton and Gucci were purchased by Chinese customers, and overseas purchases accounted for 55%-60% of the total market. As long as China's flights to the destination store, accept China UnionPay card, can speak Chinese sales staff (not necessarily Chinese) or translator can greatly promote local sales. 
Less than p now, about 40% of all Japanese people own a Louis Weedon product. China is also about to do so. 
 the development track is spreading to Russia and India. In order to continue to find new needs, luxury brands are developing new markets in groups. 
 entrepreneurs and financiers join hands to seize the old family business from the drooping founder or the poor successor of experience, and then raise funds to the public in order to get a smile on the shareholders' meeting. In recent years, the M & A activities in the luxury industry are becoming more and more intense. More and more top niche brands enter the large luxury group. 
 art has retired from the bottom line of the luxury industry, and profit has become the sole criterion of measurement. Bernard Arnott shows Louis Weedon's brand history in Shanghai, but it is just another way to empty your wallet. 
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 according to the Institute of wealth quality, the total consumption of the global luxury goods market is now 2% of the total GDP in the world. They not only include clothing, leather goods, footwear, scarves, neckties, watches, jewelry, perfume, cosmetics production and sales, but also to show a luxurious way of life. 
Less than P, we know the three luxury group LVMH group, Kai Yun group and the peak group, which control more than half of the market share. The rest are also divided into several big listed companies, including Prada, Hermes, Chanel, etc., with annual sales volume of more than 3 billion euros. Data from Bloomberg BusinessWeek website show that the LVMH group currently has a market value of 75 billion 400 million euros, and Dior group and Hermes are 26 billion 400 million euros and 28 billion 300 million euros, respectively, with a cloud opening of 21 billion 500 million euros and a Prada of 18 billion 400 million euros. 
Most of the luxury brands that are now popular among people in Paris are created by the great masters of the streets of Paris in the Louis Xiv era. In the first two centuries, France brought luxury and luxury life experience to the whole western world. In the past half century, the magnates of the luxury group extended the whole scope to the whole world. Big fish eat shrimp, mergers and acquisitions have become the best way to strengthen monopoly among different groups. 
 in the past 30 years of luxury history, Bernard Arnott is a name that can not be passed around. It can even be said that the real estate developer who started with family business changed the development path of the luxury industry. In the 80s of last century, he took control of Dior from the "real estate investment". Since then, building a luxury group has become the goal of his whole life. After Dior, it is Celine, a small family enterprise that produces fine women's clothing and leather goods. In 1988, Arnott was invited by Lei Camille to join the group of < a href= "//www.sjfzxm.com/news/index_c.asp" > LVMH < /a > group. We do not know whether the mantis catches the cicada. After 1990, in the famous "LVMH power grab incident", Arnott completed this notorious commercial merger in French history. This is in line with the style of his bid for Gucci and the several maliciously acquired Hermes shares. 
 listing, raising funds, breaking loose leaves, reaching the public and gaining profits. Capital has led the industry that pursues perfect products to pursue profit. Under the demonstration of Arnott, luxury enterprises have embarked on the road of collectivization. Group CEO are mostly tycoons who are proficient in commercial operations but lack the background of luxury goods. 
 2011, Arnott's acquisition of Bvlgari family of top jewellery made the industry an uproar. He hopes to take the lead of Cartire in this field and pull down John Rupert, the South African tobacco merchant and banker behind Cartire. His controlling group has almost monopolized the half of the wrist watch market, and has won many famous brands, including dozens of brands such as Earl, Langer, Jaeger Le Coulter and so on. She also owns Chloe and Dunhill. In 2012, the group achieved sales of 8 billion 870 million euros, operating profit of 2 billion 40 million euros, and annual net profit of 1 billion 540 million euros. And Arnott's death rival, Pino group, is also not to be outdone. He has made outstanding achievements in the Chinese brand Kirin and the Italy brand, the Gucci, BV and YSL. Among them, BV plays a more and more important role in the group, and has increased rapidly. The market growth rate has maintained an increasing speed of 10% in recent years, and it has a great tendency to get rid of the leading LV of the industry. 
From P to 1987, Arnott has made over 60 acquisitions and sold 48 companies. When Louis Weedon made repeated reports on the group's statements, the other two brands, Givenchy and Kenzo, were actually wandering around the edge of losses. The operation of the large group not only conceals the production and production process of the product, but also conceals the operation of its brands. What the public can see in the report is only a comprehensive figure. The strong sales performance of the perfume leather covers up the decline of the advanced a href= "//www.sjfzxm.com/news/index_c.asp" > women's wear > /a, and the truth of the brand is hidden. 
In the past 10 years, the merger and acquisition of luxury goods industry is becoming more and more intense. The family businesses are constantly dying away, instead of the P group management mode. Whether willing or not, the vast majority of brands are involved in this huge capital game, the pace of unification. There are few brands that insist on private independent operation, such as Armani and dujibana, and Versace, though China has repeatedly visited the Fosun Group. 
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"P", "we live in an era of expensive and inexpensive, but not cheap, I hate the word" cheap "- the era of good coexistence. This is the first time in fashion. Carle, the chief designer of Chanel and Karl Lagerfeld, a respected fashion legend, once told the media. 
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! --EndFragment-- > cross-border has become the trend of luxury industry today. It is not only limited to luxury car brand Porsche production accessories, jewellery brand Bvlgari enters the hotel industry, but also in the cooperation between high fashion Chanel and low price fast fashion company H&M. These fast fashion brands launch products with luxury brands, and the boundaries between high-end and low-end products are completely dissolved. Fast fashion brands such as Gap and Zara have already regarded Chanel and other luxury brands as competitors. 
 fuzzy boundaries, which is very effective for marketing in emerging markets. The leather goods, wallet and wallet with the word "Hua" are being touted here. It is undeniable that in the Chinese market, logo products occupy more than half of the sales volume. They successfully completed the "Enlightenment" task of luxury goods in this country. When the luxury industry came to China in early 1990s, there was almost no market. 
 but in 2011, according to the wealth Quality Institute, the Greater China region contributed 23% of the world's major luxury brands (excluding tourism consumption), of which 12% mainland, Hong Kong, Macao and Taiwan 11%. Consumption in mainland China has been equal to that in Hong Kong, Macao and Taiwan. The consumption of LV on the mainland and Hong Kong, Macao and Taiwan is 11% and 13% respectively. GUCCI is 12% and 11%, PRADA is 11%, BURBERRY is 10% and 9%, and Hermes is 7% and 13%. In 2012, China's luxury goods market still maintained an average 10%-20% growth rate. 
 the first tier cities have long been unable to satisfy their appetite. < a href= "//www.sjfzxm.com/news/index_c.asp" > luxury goods > /a > big guys have been expanding to the two or three line cities of 6 million to 8 million people, including Shenyang, Xi'an, Chengdu, Chongqing and so on. In the first tier cities, the "go logo" has become more and more popular here. In the eyes of bigwigs, the Chinese market is far from saturated. "We know that the future (China) will become the world's largest market, whether it is 20 years, 30 years or 40 years, this trend is irreversible." Arnott said at the opening ceremony of Louis Weedon building. 
 and India is the most important market in luxury group in addition to China. 11 years ago, the LVMH group, which made a big profit in the Chinese market, took the lead in the India market. Then, in 2005, Chanel's first boutique opened in Delhi. At present, the watch products of LVMH group have occupied 11% market share, and the first watch brand is OMEGA. According to the analysis of Merrill Lynch bank, India has nearly 5 million luxury users, and the market development has lagged behind China for 10 years. The huge potential growth of India has attracted Rupert's attention. According to the Wall Street journal, this year, the group will invest $25 million to establish wholly owned subsidiaries and open stores in India. 
In P, expansion is also proceeding in Russia. According to data released by Italy textile and Apparel Association in May this year, sales of luxury goods manufactured in Italy in Russia increased by 9% to 5 billion 500 million euros in 2012. According to the data from the European Union consulting agency, the largest brand in the Russian market is Gucci, with sales of about $200 million in 2011. Albaladejo, deputy general manager of Hermes group, said: "we see a chance to make a comeback." 
 the rise of the Russian market has allowed Hermes, Chanel, Louis Weedon and Prada to transform Russian franchising into a direct mode last year.