Remo Ruffini: Consumers Are The Major Shareholders Of The Company.

A year and a half later, the economy improved and everything was ready. The company went public in December 16, 2013.

Facts have proved that this is the right time to choose.

If it is postponed to the market next month, it will face the continuous fluctuation of luxury stock, because the "luxury crisis" is coming, and the growth of luxury goods market is not as good as before.

In 2011, it was first decided to go public, but the European debt crisis intensified in May. Greece went bankrupt and Spain was in bad condition. The bank informed it to cancel the roadshow.

After a year and a half, the economy improved and everything was ready. The company was successfully launched in December 16, 2013.

Facts have proved that this is the right time to choose.

If it is postponed to the market next month, it will face the continuous fluctuation of luxury stock, because the "luxury crisis" is coming, and the growth of luxury goods market is not as good as before.

(compared to the embarrassing situation of Jimmy Choo's recent listing, Moncler is really lucky to see the related report of "gorgeous ambition" in detail: "Jimmy Choo stock is on the market, qualified to complete the first show"; "Jimmy Choo lowered the upper limit of IPO issuing price range".

In Private Held Company, your long-term vision is 5 or 6 years.

For investors, the longest is one to a year and a half.

And hedge funds can make big changes in a short time.

It's not even the way you speak to them.

It depends on what kind of system is good, but private equity investors will come to the company to meet and try to understand and really help your business.

Criteria for evaluating Moncler performance

One is the perception of brand.

This is the most important point.

The second is products.

Moncler does not follow suit, but it should conform to the times and be innovative.

In 1970s, Moncler was a phenomenon, especially in northern Italy.

Ruffini liked three brands at that time: Vespa, Moncler and Ray-Ban. He was born in Como, near Italy, near Switzerland.

The temperature is very low every morning.

A Moncler jacket makes you feel great.

At the age of Ruffini 14, she pestered her mother for a Moncler jacket.

So in 2003, when he had the chance to buy the French company, everything was logical, because he knew the culture of the company well.

After ten years of hard work, Ruffini has pformed the sleepy French ski suit brand into a global luxury brand.

Moncler in China

Despite the success of Moncler in the Chinese market, Ruffini stressed that China is not their biggest market, and that the markets of Japan and Korea are much larger than that of China.

Hongkong's market is strong, and Korea's growth is fast.

As long as the strategy is good enough, sales do not take a lot of effort.

Sales volume is really important, but more importantly, building brand awareness.

How to deal with the difficult situation of luxury market

Ruffini believes that every one or two years will be a crisis.

2010 is Europe, and the next is China.

Now Japan is doing well, but it's hard to say in three years.

In Japan, Moncler is growing by 20%-30% every year. People are asking why we do not open more new stores.

We not only want to promote a certain market, but rather diversify.

We must speak with the market and let the customers evaluate it.

Consumers are the major shareholders of the company.

The biggest challenge for Moncler in the next 5-10 years

The biggest challenge for companies is to survive.

More and more companies, and the market is also growing rapidly.

People want new things.

Many companies are boring.

Therefore, we must inject new talents into the company and introduce new designs.

The biggest challenge to Moncler is the wholesale operation of Moncler, which has many difficulties in the sale of Dover Street Market, Browns and Colette buyer shops, because buyers of shoppers have been pursuing novelty, where sales are not comparable with department stores, but the quality of buyers is very high, and the best fashion customers can make the brand always at the forefront of fashion.

Sales in the first half of Moncler 2014 increased by 19% to 218 million euros, but the share price of Moncler has fallen by more than 30% this year due to the rapid rise in stock prices after IPO and the overall downturn in the luxury goods market.

In this regard, Ruffini said that he focused on the next three to four years, and did not care about short-term fluctuations in the stock market, it is important to build a strong brand from a long-term perspective.