Luxury Brands Play "Crossover" For Performance

Less than 10 years ago, people only focused on leather goods such as Louis Weedon, Gu Chi, etc. a href= "//www.sjfzxm.com/" > luxury brands < /a >; 5 years ago, people began to consume these big brands; today, the real luxury consumer class drinks Louis Weedon's coffee, eats Prada's dessert, and lives in Versace's Hotel......

It is not difficult to see that luxury brands are moving from clothing brand to service brand, and further lock consumer groups through selling lifestyle.

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In the middle of March, Prada, a well-known luxury brand, announced its successful acquisition of 80% stake in Angelo Marchesi Srl (P Angelo).

The company owns the Milan dessert time-honored brand Pasticceria Marchesi.

It is reported that the sweet shop was founded in 1824, is a senior pastry family.

Its high quality pastry, chocolate, bread and other foods are known for many years, and have been loved by Milan residents and tourists for many years.

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< p > < strong > from selling single product to selling whole class life < /strong > < /p >

< p > in the past, luxury groups or brands often acquired the same category brands as clothing and accessories, but nowadays, the acquisition of luxury brands has extended to every aspect of life.

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< p > the acquisition of dessert shops is one of Prada's strategies to strengthen its brand. It aims to broaden the field of development and further consolidate the brand image.

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Angelo Giovanni Maki, managing director of Angelo P, said in an interview with Italy media: our goal is to ensure that the brand of Mackey pastry, a brand with a long history, can carry forward its outstanding quality in the past two centuries and carry it forward overseas.

Whether brand history or brand image in the minds of consumers, Prada is different from us.

Pacio Bertelli, executive director of Prada, expressed great satisfaction with the acquisition. Prada will fully respect the tradition of the brand and seek common development.

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< p > acquisition of sweet shop is not the strategy of Prada this year. As early as last year, Prada was competing with another luxury brand giant Louis Weedon in Milan for dessert shops.

In June last year, Prada failed to win the Louis Vuitton group and failed to acquire Cova, a famous sweet shop in Milan. It also has a history of nearly two hundred years.

It is reported that Louis Weedon acquired Cova80% stake, the paction amount reached 33 million euros.

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< p > in fact, luxury brand extension to every field of life is no longer a case.

In Seoul, South Korea, Hermes opened a coffee shop with brand branding from architectural style to product details. Gu Chi also opened the same brand coffee shop in Italy, Florence, Tokyo, Japan and Shanghai in China; Chanel had a restaurant called Beige in Tokyo, Japan; besides, Versace, Bvlgari, Armani and other brands opened hotels in famous resort resorts such as Australia's gold (gold monopoly) coast, Bali Island and Dubai.

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< p > < strong > firmness < a href= > //www.sjfzxm.com/news/index_c.asp > brand image < /a > retrieve the decline performance > /strong > /p >

< p > the diversified development of luxury brands is basically for two reasons. First, because of the decline in the performance of the main business clothing products, the brand needs other areas to improve their performance and stabilize their brand image; two, in order to improve the consumer loyalty.

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< p > recently, the major luxury brands have released the annual report of fiscal year 2013. The overall trend of clothing and footwear products is obviously declining.

The world's largest luxury group LVMH2013 sales of 29 billion 100 million euros, an increase of 4% over the same period, an organic growth of 8%, the group net profit of 3 billion 436 million euros, basically unchanged from 2012.

But Louis Weedon's sales in China increased by only about 1% in 2013.

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Less than P, the brand of Kering, the second largest luxury group in the world, is still the largest brand.

3 billion 561 million of the group's total sales of 6 billion 470 million euros is the brand's performance.

However, the growth rate of Gu Chi has been showing signs of weakness. In the third quarter of last year, the sales of the brand in the Chinese market dropped by 5.4%. In the fourth quarter, its global comparable sales increased by 0.2%, down from the previous forecast of 0.8%, and its growth rate was the lowest since the third quarter of 2009.

In addition, the brand originally planned to open 10 stores in China in 2013, and the real one was not open. In the past year, Gu Chi has been maintaining brand attractiveness through attracting prices and tightening sales channels.

Tods's performance in 2013 was also not good, with sales of 967 million 500 thousand euros, a slight increase of 0.5%, and organic growth of only 1.7%.

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< p > global strategy consulting firms Bain's latest China luxury market research 2013 shows that in 2013, the overall luxury market growth in mainland China further slowed down, with an annual growth rate of about 2%, down 5 percentage points from the same period last year, a decrease of 28% compared with 2011.

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< p > < strong > differentiate consumer groups from high-end customers. < /strong > < /p >

< p > when the brand grows to a certain extent, the contradiction between sales volume and positioning will appear.

And the brand uses the concept of selling lifestyle, cleverly avoiding brand popularization and locking up high-end consumer groups.

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Less than P, the reason why Gu Chi brand was not eager to expand in 2013 was because the brand discovered that the original consumer group gave up buying because of its popularity.

Zhou Ting, the dean of the Institute of wealth and quality, told the financial world that clothing and handbags are the most cost-effective products and the most popular category. Once the brand is popularized, the sales volume will have a balance of desire and availability.

When everyone around is carrying a Gu Chi handbag, the brand will quickly lose its high-end customers.

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< p > Pacio Bertelli said: high-end consumers are no longer satisfied with buying only leather goods and clothing products, they need more complete life supporting services.

Versace and Hermes have also expanded their home products, hoping consumers can complete one-stop shopping.

Luxury brands seem to be sending a signal that real luxury consumers should not just buy clothing products, but also extend to all areas of home life.

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Louis Weedon, the head of P, once said that in China, many consumers who are not enough to pay for luxury life are willing to buy luxury goods, too.

However, it is obviously unrealistic to allow such a frugal group to buy luxury goods and extend luxury consumption to all areas of life.

Luxury brands are not willing to give up such a group easily, and are unwilling to abandon high-end users because of the low consumption group. Therefore, it is the right choice for luxury brands to use the higher level < a href= "//www.sjfzxm.com/news/index_p.asp" > sales mode < /a > to distinguish consumers from different classes.

Zhou Ting said: to develop a new customer is to spend several times more energy than retaining an old customer. In order to retain loyal customers, luxury brands must provide a full range of products that cover the lifestyle of consumers.

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