The Decline Of Luxury Scale Turns To A New Outlet For Logo

< p > the industry believes that luxury brands can no longer rely on Logo and brand names if they want to break through, but must rely on the integrity and value of the brand.

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< p > < strong > status: emerging market pull growth < /strong > /p >

< p > report shows that in 2013, although the global a href= "http://sjfzxm.com/news/index_f.asp" > luxury goods < /a > market is facing many pressures, the total volume of the global luxury market will still reach a record $217 billion, and the annual growth rate is expected to reach 11%.

Among them, the domestic consumption of China's luxury goods market will reach US $28 billion, and overseas consumption will be further strengthened, reaching US $74 billion, that is, the total consumption of Chinese luxury goods in 2013 will reach US $102 billion, or about about 600000000000 yuan.

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< p > "the main driving force for growth comes from the growth of new consumption forces and the growth of new stores in new markets."

Zhou Ting, President of the Institute of wealth and quality, told the business daily that new stores in the new market were the main source of luxury sales growth. It is estimated that the average growth rate of the "a" href= http://sjfzxm.com/news/index_f.asp store will reach 9% in 2013, even though the major luxury groups even have control over the opening of stores.

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At the same time, these stores have also become "live advertisements" of luxury goods, attracting more consumers to luxury origin consumption and further increasing the consumption of luxury goods in Europe and America. P

On the contrary, the enthusiasm of luxury consumers in Europe and America has begun to decrease.

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< p > < strong > worry: in the past two years, the growth rate slowed down < /strong > < /p >

< p > although the overall sales volume is still rising, it seems to be gone forever compared to the two digit increase in the previous two years.

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< p > reporter found that from 2007 to 2011, the composite growth rate of Chinese luxury goods < a href= "http://sjfzxm.com/news/index_s.asp" > market < /a > reached two digits in the past 5 years. However, by 2012, the annual growth rate was only 7%, and the growth rate is only 3% this year, falling to the lowest level in recent years.

Yesterday, the reporter reviewed LVMH group's three quarter earnings report, of which group's core department fashion and leather products department revenue is about $3 billion 300 million, compared with the same period last year, a 3.8% decline.

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< p > in addition, the three quarter earnings report released by Gucci and BottegaVeneta parent France Open Cloud group also showed that as of September 30th, the group's revenue in the three quarter fell by 1.5% to 2 billion 520 million euros.

Kai Yun group is the first to admit that China's Gucci sales fell, but declined to disclose specific data, only to "single digit".

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< p > < strong > reasons: after popularization, it is hard to say luxury. < /strong > < /p >

< p > "continuous shops, excessive pursuit of profit maximization, but little maintenance of brands, and negative anti-counterfeiting, which make many luxury brands fall into the strange circle of China's development."

Recently, Li Guangdou, a well-known brand strategy expert, told Business Daily reporters that this is also the biggest problem that many luxury brands have encountered in China.

"Especially for some new brand stores, the speed of their expansion has begun to mass development, which has deviated from the positioning of high-end luxury goods, and the direct overdraft is brand value, leading to a serious decline in brand value."

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According to Zhou Ting, luxury goods represented by brands such as LV, Gucci, Cartire and so on have exceeded market visibility as a reasonable threshold for luxury brands. Further mass market sales and false actions of counterfeit products will further reduce their brand value and further limit their market potential. P

"In the future, the escape of core consumers with high assets will further intensify, while the growth rate of the marginal consumers of medium assets will further slow down."

Zhou Ting said that in the next 3~5 years, luxury brands will have a large-scale recession.

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< p > < strong > reply: key intensive cultivation of single store performance < /strong > < /p >

P, however, the world's biggest luxury goods companies have never ceased to occupy the Chinese market. Apart from the pace of opening stores, the major luxury group such as Kai Yun group and Ferragamo have shifted their focus to upgrading existing stores, improving the performance of single stores, improving the supply and service of products.

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< p > Jean-Francois Palus, the operation director of Kai Yun group, has publicly stated that it will change the lot of shops in the same city next.

Reporters in Monument for Liberation, Guanyin Bridge and other business circles found that, Gucci, LV, BV and other luxury brand flagship stores have been renovated, after re appearance, facades and curtain walls are more dazzling than before.

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< p > Zhou Ting said that in the face of growing Chinese consumers, luxury stores began a new round of expansion. Now, faced with the "cold winter", only through a larger sales space, more high-end stores design, and even at the expense of playing the "cost-effective" card and other disguised expansion, improve the competitive advantage in China.

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< p > < strong > luxury consumption is turning better without Logo. < /strong > /p >

In the traditional view, the bright Logo can attract the eyes of emerging markets such as China, but P has obviously changed things.

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< p > "the main street is the big name Logo, even the aunt who squeezed the bus and the aunt who sell vegetables are all LV and Gucci of their hands. They are really a little tired of aesthetics."

Ms. sun, a middle-level manager of a communication organization in our city, told reporters that compared with the luxury goods printed by Logo, she prefers the brands and styles that do not show off hills and dew and design low-key, "that quality is higher."

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Like Ms. sun, these high-end fans who pursue luxury goods are no longer proud of Logo, but are pformed into the quality and practicality of consumer products. P

This may be one of the market demands that the big ones are busy to cater to, and begin to move towards a more low-key luxury.

Francois Henri Pino, chairman and chief executive of PPR group, one of the three giants in the global luxury industry, has publicly explained why it downplayed the trend of Gucci brand Logo. "Compared to the growth of our sales, the sales of Gucci in dual G patterns have been declining."

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< p > "Logo era is gone forever."

He Bin, a senior luxury goods man, told the business daily reporter that today and the future luxury market, consumers' purchase behavior no longer relies on Logo and brand names. If the future brand wants to break through, it must rely on integrity and value.

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< p > it is worth mentioning that the adjustment of luxury goods has obviously played a great role in saving the market. Gucci has now tasted the sweetness of "no Logo": the latest report shows that the leather products category of Gucci is benefited from the launch of new products, and there is no double digit growth in sales of leather goods without Logo.

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P > < strong > a new way to Logo luxury goods "/strong > /p >"

< p > in the March Paris fashion week's LV brand show, LV's former creative director Marc Jacobs threw out a "blockbuster": "LV Monogram (interlacing letters) and Damier canvas (square canvas) series will not appear on T stage in the future."

In the whole LV brand show in 2013, no two classic signs of LV were seen: interlaced two LV letters and dark canvas squares.

Subsequently, the whirlwind that went to Logo was soon released in the LV global stores.

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< p > in the LV flagship store in Chongqing, the new season handbags are already on the counter.

The reporter saw a Monogram canvas Neverfull handbag, because of its entry-level price and practical design, and the classic LV logo interwoven letter pattern, became the first brand name handbag for many female white-collar workers.

However, in the handbag of LV Neverfull Epi new product, though retaining the classic appearance of Neverfull series, it gave up the most representative square canvas for the first time, and chose more quality Epi a target= _blank href= http://www.91se91.com/.

In the Epi color leather unique water wave texture, you can not find the LV interleaving letter Logo.

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< p > this also confirms the new brand strategy of Bernard Arnott, chairman and CEO of LVMH group, which will reduce the frequency of intertwined letters in products.

He said: "LV will reduce production every year and shift its focus to more high-end products with special leather."

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< p > in fact, LV is not the first luxury brand that has the intention to Logo.

Prior to that, Gucci, its powerful rival, has taken a step forward in reducing the production of "double G" Logo products.

In the flagship store Gucci southwest of the street, the new handbag series has been placed on the most visible shelf. The new "Bamboo shopper leather handbag" series on the new bamboo bag has no sign of the "double G" Logo of Gucci, and the bamboo knob has become the most conspicuous symbol.

The whole slub bag is designed to be square, with only a small line of origin, and a smaller retro typeface "Gucci".

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