Luxury Brand Fendi Did Not Say That It Would Not Open Its Own Store In China.

Recently, some luxury brands are busy shutting down shops. LV will be evacuated in second tier city stores, and 10 stores and 11 outlets in Burberry will be closed in 11 years.

However, there are still many big brands opening in China's new store behind this shop trend.

Are they not afraid of the current China's sluggish luxury market?

Of course, the new stores opened by luxury brands in China now have obvious changes with the previous ones.

First of all, the choice of location, luxury brands have basically abandoned the gold field of luxury retail in the past - Hongkong, nor blindly in the expansion of the two or three tier cities in the mainland of China, but back to Beijing, Shanghai and other major cities.

In fact, luxury brands have also made targeted adjustments in new store products.

For example, the opening of Fendi's new store has released the latest brand series, which is different from the brand new strategy in the past.

These brands know that Chinese consumers are more interested in buying products because of previous regional differentiation strategies.

Therefore, these new concept stores are trying to avoid the situation that Chinese consumers are introducing overseas consumption once again.

For example, because of the big heat of "small pig bag" in China, Chlo E has opened the exclusive "small pig bag" Drew handbag concept store in China.

This kind of attention can somehow restore the hearts of Chinese consumers.

Finally, big players are willing to open a new store in China, presumably to some extent, looking forward to the recovery of the gold market.

In recent months, apart from the continuation of big names announced the closure of China's stores, there are other luxury brands opened in China's new store.

In December 1st, Fendi (Fendi) opened its new concept boutique at SKP shopping center in Beijing.

This newly unveiled Fendi Beijing SKP concept boutique integrates the essence and innovative concept of the brand in the past 90 years. The display design is ingenious and emphasizes the traditional handicraft of Fendi.

At the same time, the new store also released 2016 spring and summer series.

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In December 2nd,

(Chlo E) also opened the China exclusive "little pig bag" Drew handbag concept store in Beijing SKP shopping center.

The shop is surrounded by seven facet 3D relief embossment, and the front wall is paved with various styles of Chlo Drew handbags in the form of matrix.

In order to celebrate the opening of this concept store, Chlo has also customized and synchronized a Global Limited Edition Black poker color embroidered Drew handbag.

In November, there was also a jewelry watch brand, such as Cartire (Cartier), Rolex (Rolex), Van Cleef & Arpels (Van Cleef & Arpels), and also unveiled a new brand in Beijing SKP.

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In addition to Beijing, it was also in November. Swiss luxury watch brand Jacques Pedro (Jaquet Droz) unveiled its new concept boutique located at 1041 Nanjing West Road, Shanghai.

MontBlanc (Montblanc) brand new concept boutique has been unveiled at the IFC gold center mall in Shanghai. This is also the first brand new boutique opened in mainland China after Taipei and Singapore.

In addition, in October, HUBLOT Chengdu IFS International Financial Center store was also opened.

The slowdown in the economy, changes in consumer attitudes and the rise of external purchases have led to a sustained slowdown in the performance of luxury brands in the Chinese market. Some brands have to close their stores in order to reduce costs.

But despite the stagnation of domestic luxury goods sales, Chinese consumers are still the biggest buyers of luxury goods globally, with reports that luxury goods consumers in China will buy about 46% of the world's luxury goods this year.

Big brands are willing to open new stores in China and are reluctant to give up the largest group of buyers in the world.