There Are Luxury Brands That Do Not Think "Upgrading Experience" Is Polite.

Under the electricity supplier structure, luxury products will provide experience and services through more O2O ways. The store will be one of the ways to display and support online services as an image.

Changes in the market operation mode will make the luxury brand adjustment line under the physical format structure.

Louis Weedon (Louis Vuitton) closed three stores in China's Guangzhou, Harbin and Urumqi, leaving the luxury group with only about 50 shops in the mainland.

Louis Weedon is expected to close more stores in the next few months.

Until recently, there were two to three Louis Weedon stores in Harbin and Shenyang in the "rust belt". According to people familiar with the matter, the French brand is planning to close the shops in these cities.

Over the past years, luxury brands have grown accustomed to the number of stores in China, and every time they are closed, they can become news.

Data show that last year, Hugo Boss closed 7 cities, and Burberry closed 4. Since this year, the number of Prada outlets in China has dropped by 3 to 33 in 2014, while the number of Armani stores has dropped from 49 to 44; CHANEL stores are 11, and the number of stores is up to half of the total.

Although the public sees Guan Guan, they are more willing to refer to this brand as part of the adjustment of store strategy under the changing consumption environment.

The same is true.

In China, the most comfortable, high growth and high profit era is over.

Business is harder than ever. First, fighting corruption and building a clean government has made a large number of luxuries sold as gifts without a way out. A large number of Chinese have gone abroad to buy luxury goods. At the moment, the slowdown in economic growth also makes the prospect of luxury consumption less optimistic.

Last month, LVMH, the parent company of LV, disclosed the information of the customs store at the conference call with investors. "If there are two LV outlets in the second tier cities, or consider closing some of the branches,"

In the third quarter of this year, the Asian market performance of the group was also hit by the fact that Chinese consumers were plunged by the stock market and the depreciation of RMB against the US dollar by 3%, especially the flagship brand LV.

The luxury store brand strategy, including LV, is to "turn off some stores that are not in good condition, and keep the best locations." the size of the store can reach 3000~4000 square meters.

Prior to the closing of this store, LV opened new stores in Beijing and Hangzhou this year.

In response to closing the store, LV16 said, "we will continue to invest in our current store network in China to enhance the level of experience we want to provide to our customers."

Do not think "

"Is a polite saying.

In the days of not worrying about buying and selling, opening more stores means making more money. In a recession, we need to work hard to attract more people into the store.

Concentrating resources on larger stores, displaying more categories, enhancing the functionality of stores, and conveying brand culture can not only enhance brand image, but also improve the brand image.

Experience.

The US top brand Coach, also facing a crisis of performance, announced in a high profile that in the 2015 to 2017 fiscal year, it plans to spend about $570 million on rearranging its stores.

Most brands began to enter the Chinese market ten years ago. But in the past ten years, some business districts have been declining and new business districts have springing up. The adjustment is necessary, and the closing of stores is also inevitable. "Before it was a shop that opened the net, it is now necessary to turn to a fierce place," a luxury industry insider told surging journalists.

Zhou Ting, President of the Institute of wealth and quality, said that if the luxury stores were closed for the first two years, it would be a passive withdrawal. Now the luxury brand stores represented by LV, in addition to considering the profit angle, will be an active strategic adjustment.