How Does The RMB Exchange Rate Fall?

Recently, it has been declining.

The sound is falling.

Prices, closing stores, tariffs and other words occupy a considerable number of luxury headlines.

Is luxury really falling into the ice hole? Different perspectives, different perspectives.

In the fashion of this era, we interviewed several leaders of several brands, and asked them to talk about the measures to be taken when the brand faced the strategic adjustment of market changes. What are the insistence? After all, in the cold winter, spring was no longer far away.

Recently, the voice of declining luxury has been falling.

Prices, closing stores, tariffs and other words occupy a considerable number of luxury headlines.

Is luxury really falling into the ice hole? Different perspectives, different perspectives.

In the fashion of this era, we interviewed several leaders of several brands, and asked them to talk about the measures to be taken when the brand faced the strategic adjustment of market changes. What are the insistence? After all, in the cold winter, spring was no longer far away.

Diamond market is not afraid of winter.

Forevermark R eternal imprint President Liu Hangshu, Asia Pacific Region

In March 2015, a number of European luxury brands represented by Chanel have adopted the global coordinated pricing strategy in China, which lowered their prices in Europe and raised the price in Europe. Due to China's tariff reduction, Estee Lauder and other cosmetics companies also lowered the price of imported skin care products. Gucci also conducted a seasonal discount of up to 50 percent off in China in the two quarter of this year to boost its performance.

Liu Hangshu, President of Forevermark R, Asia Pacific region, said in an interview recently that whether the euro depreciates or the tax rate fluctuates, the impact of diamonds on this particular luxury can hardly be ignored, and the diamond market is still developing steadily.

What is luxury? Liu Hangshu believes that luxury is unique, reliable source and quality guarantee.

The consumption of luxury goods has a certain pattern. Clothing fast moving products have entered China for more than 20 years, and the top international brands have entered China for 15 years. Diamonds first entered the Chinese people's vision with the diamond long lasting and lasting forever of the Beers Group. It was 1993.

"Diamond is the last luxury to enter China, and also the best quality product."

Asked if he was worried about sales, Liu Hangshu replied with a smile: "not at all."

Liu Hangshu introduced that the Chinese market is the first or second largest number of luxury brands in the world.

International luxury brands are more and more dependent on Chinese market and Chinese consumption. Therefore, changes in China's market players, including exchange rate, tax rate and anti-corruption, may affect the global performance of luxury brands, and affect their overall development strategies, including marketing, pricing and so on.

But for the diamond industry, the impact is not as big as that of some other products.

The most important reason is that diamonds are different from traditional luxuries. They do not need to follow the trend. They are little influenced by market changes and are not part of business gifts. In fact, they are the main gifts of a so-called important moment in life to commemorate a special occasion.

In addition to being married, people receive diamonds on many special days such as anniversaries, birthdays and personal milestones. This person will come back after buying a diamond product. This is a consumption trend.

In terms of brand names, first of all, Forevermark R permanent imprint is different from general luxury goods.

The so-called customization is to meet the requirements of different consumers. It is also a pendant. There are 30 points to 3 carats, different products and services with different needs, and each Forevermark R has a unique identification number on the table of the permanent imprint.

Moreover, it stems from the brand's confidence and confidence in the Chinese market.

Liu Hangshu shared with you a group of diamond industry data in China: by 2015, China's diamond consumption accounts for 16% of the world's total, and the Greater China region accounts for 20%. By this speed and trend, by 2023, the Greater China region will account for 30% of the global market share, just as China is 25%.

By the year 2023, there will be more than two hundred and eighty million of the middle class affluent in China.

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To make a brand is to keep its promise.

Although the market is large and the prospects are good, Liu Hangshu said: "we still have to make a commitment, making enterprises and making brands is the process of adhering to commitments."

Liu Hangshu believes that commitment has three meanings. First of all, it is the commitment of the Beers Group to the mineral kingdom (Botswana and Namibia), on the one hand, to the welfare of the local people, including the construction of schools, education, social welfare and public health; on the other hand, it is to restore the local natural ecology.

With the continuous exploitation, the pit is bigger and bigger, and the brand promises that the local government will help them recover and build it into a wild ecological reserve.

The two is commitment to shareholders and partners. When choosing diamond dealers to cooperate, there is a best practice principle, which is a criterion within the brand, which will be especially strict in many auditing aspects.

Then, when we choose retailers, the division of labor is very clear. We are responsible for the knowledge of diamond and diamond expertise. Retail brands such as Cai Bai or Zhou Dafu, their expertise in understanding consumers, will be more clear than what we would like to design consumers.

The three is the commitment to consumers. Only the well chosen and less than 1% natural diamond in the world is eligible to be imprinted on Forevermark R forever.

Every Forevermark R imprint is a promise that promises to be beautiful, rare and reliable.

Every diamond with Forevermark R eternal imprint.

From exploration to exploitation, every step has been carefully nurturing, and its cutting and polishing are entrusted to the world's top master craftsmen to complete their efforts, so as to let every diamond's natural charm and bright light bloom.

In the days to come, Forevermark R's eternal imprint will adhere to the promise of "beauty, rare and reliable source", and will continue to convey the power of "commitment" to all of us. We hope to inspire more people to share the commitment story together and fulfill their commitments with practice.

Follow the classic to inherit

IWC global creative director Christian Knoop

As people pay more and more attention to the price, the watch industry is also affected, but in the second half of this year, some brands have increased their pricing after the price cut.

Luxury consumer training is consumer shopping habits, brand loyalty in front of sales strategy has become particularly important.

The list of brand names is full of curiosity, and new products have been launched at the two international large-scale exhibition this year.

This year coincides with the birth of the IWC Portuguese series 75th anniversary. A series of Portuguese new works released at the international advanced horological watch exhibition (SIHH) in Geneva recently appeared in Beijing.

Among them, the new IWC Portuguese series calendar watches, and two new styles of IWC Portuguese calendar calendar watch as the most prominent Portuguese new work, become the focus of the field.

The watchmaker from the IWC headquarters of universal watch, Schaffhausen, Switzerland, also made a special trip to Beijing.

Since 1868

In the past 147 years since its establishment, IWC has been known as the world's professional luxury watch area with avant-garde technology, perfect technology, excellent quality and extraordinary design.

IWC global creative director Christian Knoop said before the interview that IWC has a very rich product line, each product line has its own characteristics, which are rooted in the history of the product.

Each product line is part of the IWC universal watch.

But they are different.

Stylistic, there are very sporty and elegant dress watches.

A brand can have so many different styles of products. This is a unique place of IWC universal watch, which is not seen by other brands.

Christian Knoop bluntly, IWC does not produce "fancy" watches, and its inspiration is not "unrestrained". "All the series of IWC's watches follow classic and eternal design principles and are watches that can be inherited."

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According to the introduction, IWC Portuguese calendar calendar watch is one of the most popular complex mechanical watches. This year, two new styles, including the north and South hemispherical display and mono phase display, are presented in a grand ceremony. They are equipped with the self made core of the latest 52000 IWC series developed by Wan Guobiao and integrated with two clockwork boxes. The core can provide power reserves for up to seven days and drive nine functions and displays.

Enjoy yourself.

SELECTED creative director Aaron New

Today, with the trend of price reduction, the major brands are looking for new selling points to drive sales.

SELECTED officially launched the women's wear line. Recently, the brand released the largest fashion show for men and women since its entry into the Chinese market.

SELECTED brand creative director Aaron New said in an interview that opening up the women's clothing market is to enable more women to have more and better choices and to make their own choices.

To open up women's wear line, is it for sale? Aaron New said, first of all, it was found that female customers had such demand, followed by sales.

Aaron New believes that Chinese women do not have many choices in clothing, some brands are cheap, they are thrown away in one season, and SELECTED pays attention to quality and detail, hoping to provide different choices for Chinese women.

At present, SELECTED has 200 women's wear stores, and will continue to expand in the future. Aaron New said that men and women can buy clothes that suit them if they want to combine men's clothing with women's wear.

Aaron New recalls that compared to women's wear, China's men's wear market has been very active in recent years. I remember that when he came to China 8 years ago, men's wear design basically copied some of the international works, and now has its own style.

Talking about Chinese fashion, Aaron New is very interesting. China's attitude towards fashion is also very open, influenced by different styles, and develops very fast.

Nowadays Chinese people pay more and more attention to the quality of clothing.

Instead of focusing on brand names.

At the same time, Chinese people also pay more attention to fashion and enjoy the process of dressing.

Finally, Aaron New is a weapon for consumers. Don't stick to buying big cards. Instead, you should choose to fit yourself and suit yourself according to your physical condition.

It's fun to dress up and improve your image. You should enjoy this process.