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From 2012 To 2013, The Performance Of The World'S Leading Luxury Brands Is Like Roller Coaster.

2013/6/8 21:08:00 21

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the luxury industry has changed its high growth in China this year.

The world's largest luxury brand Lu Wei Moxuan group and the third largest luxury brand Kai Yun group, in 2012, for the first time in the United States, its sales growth has surpassed China for the first time in many years. The two said its sales performance in the United States has increased rapidly, becoming a growth point alongside China.

from 2012 to 2013, the performance of the world's major luxury brands was like roller coaster.

The slowdown in China's demand and the inhibition of consumption spending in Europe have led to a slowdown in the luxury sector.

Over the past year, the compound annual growth rate of about 30% dropped to the single digit figure in 2012.

although for many luxury brands such as Prada and Coach, China's Asia Pacific market is still a region where luxury goods grow more. But luxury brands are already adjusting their strategic layout in the global market. This is reflected in the slow down of stores in China, the localization of marketing methods, and the adjustment of the upstream and downstream industries and the adjustment of product lines in the industry.

industrial chain change

in the face of the shift of Prada, leather goods are preparing for the times: on the one hand, we should actively expand the manufacture of suitcases and men's travel products, so as to diversify the income; on the other hand, we should actively expand the retail business.

The new Valvigna factory in Italy TerranuovaBracciolini district will be put into operation by the end of this year to increase the capacity of the brand in Europe. The plant area is more than 40 thousand square meters. It is mainly used for the design and manufacture of leather products and < a target= "_blank" href= "http:// www.91se91.com/" > shoes "P", which will create 300 jobs. "Prada"

"now the market of the foundry is thin, the leather goods of the age will adopt a cost plus profit pricing model, so that the group will shift the cost upward pressure to the downstream, so that the gross margin of the manufacturing industry will be maintained at 22%."

Yang Hehui, chief executive officer of leather products, told reporters.

Cost pressures forced luxury brands to deploy new foundries on a global scale.

Prada chose to produce locally in Italy to increase the brand's European capacity.

Zhou Ting, President of the Institute of wealth quality, thinks that in the luxury sector, leather goods are popular consumer goods, and demand is growing fast.

Although China's foundry enterprises have fully met the requirements of the brand in terms of technology, there are still problems in management, such as the export of parallel imports, while building factories in the mainland can strengthen the management of the supply chain and control the cost to a certain extent.

more importantly, Chinese consumers have a strong sense of origin worship, and Italy production is more likely to win the hearts of Chinese consumers.

In fact, the watch brand has now moved the factory back to Switzerland, but the workers in the factory are all Chinese workers.

Such a move "P" has no doubt that it will have an impact on its main third party foundry enterprises.

Times Group Holdings Limited, hereinafter referred to as "era leather goods", is a well-known luxury foundry enterprise. Its customers include Prada, Coach, Fossil and so on. It has 5 subsidiaries in Hongkong, Dongguan and Ying De three, most of which are completed in China.

In the era of P, the latest interim report on leather products has changed its previous performance and its performance is weak.

Yang Hehui also called on him: "mainly because of the economic downturn in Europe and the United States, customers are cautious and individual customers are more readjusting their product mix, especially for us customers."

As of December 31, 2012, the income of leather goods companies increased by only 5.7% (about HK $1 billion 712 million 200 thousand) compared with the same period in 2011. Gross profit increased by 4.5% (HK $382 million 100 thousand) compared with the same period in 2011, while pushing forward the half year (2012 2012), the same income and gross profit growth rate was 33.9% (HK $3 billion 338 million 200 thousand) and 34% (741 million 400 thousand P).

The slowdown is clear at a glance.

Less than P, compared with luxury profits of tens of thousands of dollars, OEM enterprises only get 100% profit per processed bag, leather products up to the end of last 6 months, the net profit was only 190 million yuan, an increase of 6.6% in the year.

Last year's revenue rose 5.7% to 1 billion 710 million yuan, and gross margin remained at 22%.

it is understood that the company's revenue almost all comes from its high-end and luxury brand foundry manufacturing handbags, small leather goods and travel supplies.

Labor costs and raw material costs will directly lead to a decline in profits.

The cost of raw materials has become the biggest cost of the group, but the cost of raw materials has narrowed by only one percentage point from 60.7% in the same period last year to 59.7%.

in the face of the shift of Prada OEM, leather goods are preparing for the times: on the one hand, we should actively expand the manufacture of suitcases and men's travel products, so as to diversify the income; on the other hand, we should actively expand the retail business.

Establish TUSCAN 'S brand retail network in two or three line cities in East and North China.

Yang Hehui said that the revenue of the segment was HK $22 million 600 thousand, up 487.9% from the same period last year, which will be a new profit point.

global layout new profit point

The adjustment of Prada is not only to return the foundries to Europe, but also to the emerging markets outside China.

luxury group never put eggs in the same basket. Under the influence of the financial crisis in 2008, the global luxury market has gone against growth, and the strategy has turned to the Chinese market to make the big players taste the sweetness.

After the rapid growth of 3~4 in China, the growth rate of luxury goods has shown signs of slowdown in late 2012.

The adjustment of Prada is not only to return the foundries to Europe, but also to target emerging markets outside China.

In 2012, Prada opened a men's clothing store and a women's clothing store in MoroccoMall, the largest city in Morocco, Casablanca. It also opened third stores in Angola, capital of Luanda and Luanda of the capital.

in spite of the relatively higher income growth of PradaSpA compared to other luxury goods groups, core earnings and gross margins are lower than analysts' expectations. In addition, recent Asian, especially Chinese consumers, have seen a sharp decline in European tourism consumption support. Prada CEO PatrizioBertelli said that in the second half of 2013, the economy will not recover as quickly as you think, and will focus on department stores in the Middle East, South America and the United States in the future.

Prada is just a microcosm of the strategic shift of many luxury brands.

According to the results released by LVMH in 2012, the clocks and jewellery business of LVMH group increased by 6% in 2012, and its regular operating profit increased by 26% over the same period last year.

In April 15th, the LVMH group announced the latest quarterly results for the first quarter of 2013. The most surprising thing was the jewelry and watch department. In 2012, the Department was ahead of other product sectors with an increase of 141%, but in the first quarter of 2013, the Department's performance increased negatively, and its sales fell by 1% year-on-year.

Bain, a consulting firm, reported that after three years of two digit growth, luxury goods sales such as high-end jewellery, accessories, cosmetics, artworks, "a" target= "_blank" href= "http://www.91se91.com/", "dress less than /a" are expected to slow down to 4%~5% this year.

In 2012, global luxury sales increased by 10% to 212 billion euros ($272 billion), which is expected to reach 220 billion ~2220 billion euros this year.

Luxury sales in the United States will increase by 5%~7%, compared with 6%~8% in China and less than 2% in Europe.

Prada, Hermes, Burberry and other luxury brands are opening or expanding stores in the United States, while increasing advertising spending.

analysis points out that economic growth and asset price recovery have made Americans regain the desire to consume luxury goods, and the rich are more inclined to buy these expensive and expensive products.

In addition, as the US government relaxed visa restrictions, more foreign tourists patronize luxury stores in the United States, and sales growth also encouraged luxury brands to accelerate investment in the US market.

the important strategic area of luxury goods is very different in China.

This year, many international luxury luxury brands have chosen to adjust their plans for opening stores in China. The overall adjustment has become the main direction, especially in improving the profitability of single stores.

For example, think about how the stores that have already opened in China's first tier cities should improve their single store profits instead of opening new ones.

GUCCI will be reduced from the original 10~15 store to 3~4 store every year. Instead, it will refurbish and expand the existing stores to maintain the high-end image of the brand.

Similarly, LVMH also halted LV's global expansion plan. P

More and more high-end consumer company begin to hold special selection sessions for specific customer groups in Beijing, Shanghai and other places. Customers choose the target to pay the deposit, and then the merchant charter the customer to Hongkong to complete the subsequent paction.

"P", this luxury adjustment and customer relationship, the high-end customer organization special purchase, charter flights to Hongkong shopping and other casinos and other VIP courtesy, by more and more luxury companies imitated.