Tracking Luxury Goods To The Countryside

Fight for the two or three line city

A few years ago, Liang Yan, who worked in a foreign company, wanted to know the style and quality of luxury goods. He only had to go to stores like big cities such as Beijing, Shanghai and Hangzhou. And because she seldom had discounts on domestic luxuries, she always took advantage of a business trip or vacation to buy luxuries in Hongkong and other places.

Last year, "eleven", Liang Yan returned to his hometown in Anshan for a holiday. Unexpectedly, luxury brands such as Chanel, Cartire, Vacheron Constantin and so on had sprung up in Anshan.

Indeed, in recent years, many well-known international luxury brands have increased their investment in the Chinese market, and the government has given them a series of preferential policies. Cartire global president Bernard Fornas said the brand has been very strong in the global market. "By the end of 2008, the European and American markets were not very good, but it was like 5 aircraft, 2 aircraft engine problems, and the other 3 planes could take them back to their destinations. And the Chinese market is just like that good engine. He made a figurative metaphor.

Because of this, the biggest task of Cartire in China in recent years is to set up shop, not only to expand the existing stores, but also to open stores in the two or three tier cities that do not have Cartire stores. Another senior French luxury brand said they will also increase their opening speed in the two or three tier cities, and will open more than 20 stores in the next 5 years, which is much faster than the total growth of the brand in China in the past 12 years. Hermes also extended the store to Wuxi. "Look at LV has opened 27 stores in 22 cities in China, including Changsha, Xi'an, Qingdao, Xiamen, Wuxi, Wenzhou and other two or three tier cities." An industry analysis, the future is really supporting the big sales growth is also these cities. Peng Yili, chairman of the French boutique Association, believes that the main reason is that in the 4 years of 2005-2009 years, the average sales volume of French luxury goods in China increased by more than 3 times.

The same is true of luxury brands from other regions, such as GUCCI, which has not opened up since 2008, and has opened in Wuhan, Changsha, Fuzhou and Xiamen. Not long ago, its shops in Zhengzhou began to trial business. "Compared with GUCCI's products in other cities, this shop is also equipped with men's clothing, and the decoration style is the latest image of GUCCI in the world".

CREE international Human Resources Inc consumer product industry consultant Guo Hanxue also feels that the luxury industry is moving to China, and recently they have been asked to help to find more and more list of senior salesmen in the two or three tier cities. "In the past, the management staff of these luxury enterprises were mostly expatriates or employees in Hong Kong, Macao and Taiwan, but now they are more inclined to look for local talents. Because unlike the first tier cities, the two or three tier cities may have a big gap with some international metropolis in some aspects, and local talents are relatively more aware of local demand." Guo Hanxue said that the salaries and salaries of many senior citizens in the two or three tier cities are almost the same as those of the first tier cities. They have great demand in this regard.

Set up shop according to local conditions strategy

When Luxury goods One of the biggest bottlenecks is to expand retail sales in China to meet the needs of consumers. Although many new shopping malls are springing up, luxury demand is extremely high, and they are extremely critical of brand combinations after entering stores. In addition, in the two or three tier cities, many local shopping malls lack experience in cooperation with luxury brands, and operation standards are quite different. For example, the store thinks that as long as there is no dust, even if it is "clean", luxury brands require no fingerprints.

In fact, in order to solve this contradiction, many luxury brands have also done a lot of adjustment work. For the French beauty care brand Yves Li snow, in the store design, specially shipped from France to eighteenth Century furniture, lamps and lanterns, and in the decoration style will be more close to Chinese characteristics. "Chinese people are more curious about our products, stronger in demand and more open in thinking. To do so is to highlight the purpose of an artistic life. Company CEO Dominique Fremaux said.

Although Cartire is increasing its strength in the two or three tier cities, Bernard Fornas said Cartire products sold in different regions are also different. "France, like China, has a long culture. And behind Cartire is a romantic story of France. We need to let more Chinese people who love Cartire understand these stories.

It is precisely because of the Chinese people's love for jewelry that in many Cartire stores, jewelry is placed in a very prominent position, compared with the wrist watch is not so obvious, and some small accessories, and so on, some shops simply did not display.

"Localization sales strategy is not only aimed at the Chinese market, but it is Cartire's global marketing strategy. Many of our products are very small, and some even have only one. But we will regularly publish our product catalog regularly to the world. Different stores will selectively display according to marketing needs, and consumers can also find products that they like from the Internet, magazines, product catalogues and many other channels. Bernard Fornas said.

However, in terms of luxury goods, localization is everywhere. Marketing We should also pay attention to the global style and marketing plan. Wang Di, general manager of a DFS global duty free shop in New Zealand, said that over the past year, she has personally received 6 or 7 groups of luxury Chinese employees from China to visit, practice and teach them relevant experience. Peng Yili also said that giving Chinese employees more international experience would be of great benefit to the development of China's entire luxury industry.

In fact, many Chinese luxury consumers have had foreign shopping experience. For domestic storefront personnel, they need to identify who is the brand VIP customer immediately, and give consumers both domestic and foreign common consumption experience. For consumers who can buy luxury goods, discount is not their first concern. The most important thing is that they need VIP class enjoyment, such as special cocktail party, luxury design exhibition, club and other activities to reflect their difference.