Washington will report on September 28: Because economic depression brings about home to consume defray constrictive, a lot of United States extravagant brands turn to China to promote, in order to reduce a loss.

“Although global economy glides, the purchasing power of Chinese consumer was not affected, “ the group of Chinese market research of Shanghai (China Market Research Group) does executive trustee Jiessie get stuck? Collect (Jessica Lo) say. She points out, a research of this group near future shows sale of retail first half of the year 2009 industry grew 15% .

Luxury sale of China takes the whole world 25% , had exceeded the United States to make the whole world the 2nd big luxury consumes a country, firm of adviser of public concern of collect heart Asia (Ruder Finn Asia) and Shanghai albatross business affairs consult limited company (the report of Albatross Global Solutions) shows.

An independent investigation of Mai Ken stannum also discovers the luxury of 60% is in China now home is not abroad buy.

Chinese economy is swift and violent develop, and those who search commodity of newest money stylist have 250 thousand customer at least. Ground of American brand too impatient to wait wants to hold position on Chinese market no wonder also.

Actually, a lot of United States brands had passed bazaar bar or the means such as brand shop enters China, for instance soup beauty hopes red case (Tommy Hilfiger) , Calvin Klein, DKNY and Coach, had gotten the brand is approbated, and sales volume grows somewhat. But the competition that at the same time American brand also faces more well-known Europe trademark to be like Louis Vuitton, Prada and Gucci.

Even if intermediate brand, common says " cheap and fashionable " the H&M that the shop is like Sweden, spanish ZARA also opened brand shop in China. However, mere set up shop is won‘t comprehensive raise a brand famous those who spend.

“For instance Brooks Brothers, Nautica, Ralph Lauren behaves big shop sign of a few United States not beautiful, market fixed position also was not done good, “ Luo Nv person says. For example, chinese consumer is not clear that Ralph Lauren is luxury brand or recreational motion brand after all.

Luo Nv person still points out these brand image “ too cross a noble to change “ , “Chinese consumer is in very hard with eye of fair green jade the model generation on surfboard is resonant. The sort of culture is here nonexistent. The sort of culture is here nonexistent..

Additional, she says, the clipping of these brands suits a Chinese not quite petite fine is thin the bodily form that does not have so much curve.

“I had seen too much company take the clothes of the similar pattern that sells very well in American city, dimension to China to sell, result the example of special failure, “ Luo Nv person says.

However, american company must fit Chinese consumer and the image brand that lose his completely in change product style between careful consider, “ is dress politic (Apparel Strategist) “ Zhu of chief editor of commerce news in brief enlighten silk? Luo Su (Judith Russell) say.

“You won‘t want to make another product. Right in that way the influence of the brand is bad also, “ she says, “Chinese consumer wants to search them in memory (brand) . “ meanwhile, the measure that must want to change clothing, color and seasonal in order to attract more customers.

“Must want to undertake promoting with foreign brand, create to let a person admire again next inspect, longing has some figure. Longing has some figure..

Although pilfer edition famous brand still is a problem that foreign company headaches, does the strategy of college of business of los angeles Marshall teach Carl? Woyite (Carl Voigt) think need not too inactive look upon this problem. Imitating is kind of adulatory form actually, accordingly pilfer edition can raise a brand famous degree, and truly rich China consumer won‘t want to purchase fake, he says.

Woyite still points out, american company needs the market sale mode of tradition of slam the door, will young generation regards as target group. Chinese youth is imitated each other without brotherly sister, because this is more zealous,communicate through network socialization and rich guest. Additional, 3 kinds, 4 kinds of cities are likely won‘t the advertisement of tradition of bring into contact with, without hypostatic inn, because the people over there this may buy high-end goods on the net.

Note: The article is published on September 28 China Daily (American edition) the 7th edition

Market of China of American luxury brand

brand · China · Chinese · consumer · not

A lot of “ China is made “ raw material brand is on the international market, or low end brand. And E Er is much this regard the world as best cashmere producing area, trying to discover one makes high end the method of extravagant even brand, find break “ plot of international industry catenary is talked “ subtle move.

Is China made with high-end brand? Two vocabularies are placed together, be afraid a lot of people can feel accident. But why to try to let “ is China made “ high end?

Before remembering a few years many “ Made In China “ the product thinks overseas raises price, “Stopped 35 hair more “ the place that has Qi Qi with respect to the heart, likelihood people won‘t have too much hope to this kind of attempt.

But “ management of China and foreign countries “ understanding arrives: As have the world the E Er of producing area of the biggest, best cashmere is much this, the development way that exploring to let China make high end change — since had been the world‘s best cashmere producing area, why to take best cashmere, where is the high-end brand of make it oneself?

This is E Er much this in the past a jumping-off place, rolled out top class brand 2007 then: 1436. To nowadays, what experience is there in procedure of this bold attempt but derive? A what China can you discuss to make the profit that high end turns and fraud from which? Let us come together.

High end, be not with “ China “ without the predestined relationship

1436 what be? Perhaps say why is E Er much this the name that has a such numbers to new brand? Often be the first doubt of people.

1436 it is the standard of most best, exiguous also top class cashmere on the world actually: Fineness 14 micron are the following, length the cashmere raw material of 36 millimeter above. Take its number, combine and become “ 1436 “ . And is such cashmere raw material rare what rate to lack? Can find out 1 kilogram to come only in 100 kilograms former cloth with soft nap, its precious is rare it is thus clear that.

And when cashmere brand of abroad is talking to compete to what come from Chinese cashmere product, often point out: What we go is high-end course, taste with Chinese cashmere do not go up in level of a competition.

Although this has “ the person of the same trade is enemy “ disrelish, but similar problem is the horizontal stroke makes a wide gap before in China really — a lot of China make a brand, on the international market, basically be raw material brand, or low end brand. Lang Xianping tells “ plot of international industry catenary is talked “ , it is international brand actually in the light of China production weakness plays a kind of collective involuntary trick that press: Since you have such is short of regret, why need not does it squelch you?

Dan Eer is much this the typical sex of the breakthrough depends on: Since had been the supplier of cashmere raw material with best international, that mights as well leave oneself to use the most top class share in raw material, deserve to be rolled out at the same time with high-end brand.

A China makes this can yet be regarded as breakthrough “ industrial catenary plot is talked “ subtle move.

the current situation with respect to international cashmere industry, be in abroad, mention cashmere, it is high price, tall absolutely of qualitative, extravagant, position indicative, and the cashmere dress brand that international approves, be the country such as England, Italy more, but their raw material comes from China mostly, china is the world‘s biggest, best cashmere producing area, have the whole world the crop of high grade cashmere wool of 95% . Regretful is, china does not have the brand of high-end cashmere dress that international approves all the time, “Gold does not sell give gold price “ .

1436 doing, leave oneself the material with best country of origin namely. But this lets brand of industrial catenary high end people the thing that calls out how in vain.

Actually many China make a brand, the upland of raw material is being held on international industry catenary. This actually understandable also the upper reaches that is industrial catenary, set out from this, perhaps can make an outlet that changes development to high end in order to explore a China.

The delayed effect that high end changes

But, although have top class material to pledge, although controlled the channel of cashmere raw material, even if leaves him best raw material, carry remain leave international competitor, but should make a top class brand truly, easier said than done?

Make high-end brand, still must have the following requirement: Of long history accumulate, high blood relationship, and the core value that can make moving heart and excellent workmanship are waited a moment. Having raw material advantage is those who build high-end brand is indispensible, but not be sufficient condition absolutely.

“On the foundation of top class raw material, the 1436 stylist groups that invited internationalization, the outstanding craft that the group accumulates Duosiji more than 30 years mixes Er of together with another name for Hubei province braid sew technology, through the careful machine program of about a hundred close working procedure. All these, make 1436 products protruding shows the sense with exalted acme. “ Wang Zhen of 1436 general manager is right “ management of China and foreign countries “ say so. Of course, want to make high-end brand, these already “ exalted “ still need 1436 approbate from ego through effective transmission, the heart of consumer of embedded whole world, what let them form reason of a kind of blame even is cranky. Road, continue even.

And another 1436 faced brutal reality are: Because the brand is medium,consumer of high end of mainland of quite a few meets “ Made In China “ model of written characters and do not wish to continue to buy. “Current condition is who admits to set factory production in China, who can be kicked to give the circle of luxury. “ the personage inside some course of study says so. Although even is not luxury, make high-end brand however, also can be be breathless with anxiety or tension of this kind of circumstance. Really, bias can be not turned round easily.

Look occupational after palm of raw material upland, play charges the dominant position of top class raw material, 1436 still have a lot of jobs to want to do.

Cast off “ sexual price is compared “ challenge

Have 1436 what high end changes impulse, what is the soft costal region that appears the most likely?

High-end brand, certain level means it to be not requisite, becoming the key that high end tastes is — just cannot rely on to sell a gender price than maintaining.

If say the capable person of the product qualitative, character is very good, so consumer should give the word of a high price, so although the other side recognized this value, also not be to sell high end the brand certainly, because remain the operation way that dependence price compares — this is China makes high end turn a problem that encounters very easily, because everybody spells sexual price to compare in the market,spell be used to, “Price bolo “ brandish be used to. And when sale high end is tasted, what the enterprise should sell is “ mythological “ , be by no means content exceeds a value.

Cornerstone of an ancient name for China seeks advice from group partner Shi Wei to think: “In luxury consumption, the core value that people pursues already emphasized particularly on no longer the functional interest at commodity itself, what they value more is to depend on value is used in commodity besides ‘ the symbol is indicative value ‘ , namely the typical profit of article. Namely the typical profit of article..

To high-end brand make, 2000 manual products that ever an extravagant brand recommends it in Chinese market, propagandist process most those who make a person amazed is: Each product backside has a story. Such calculating come, backside of many 2000 product, have 2000 many stories! Although be manual production, but it is in industrialized batch “ production “ intangible value.

“China is made “ high end turns a the biggest challenge, it is actually — how from manufacturing materiality product, span to produce intangible value! This is a challenge actually to production enterprise of a lot of China.

To accomplish these, 1436 effort had seized a wonderful opportunity: When 2007, chairman Hu Jintao is in Inner Mongolia E Er is much this when city inspects was sure E Er is much adequately this the determination that founds world brand, speak very highly of of 1436 cashmere dress masterly craft, indicate personally 1436 submit the formal application that regards China state guest as the ceremony to general office of the State Council. Through a series of strict examine and verify, 1436 make gift of China state guest finally, be in famous “ warm spring brigade “ in the dress gift that serves as only, given Japan the emperor of Japan and premier.

And, actually the brand name of 1436, itself is a classic tale. Hear the person of this story, can be shaken by its character place.

As 1436 more than 10 brand shop are opened in shopping centre of core of city of line of countrywide just a little, in the future is test 1436 “ production “ the phase of aeriform product ability. This also is all China make what brand high end changes need the road of classics.

The exploration of 1436, from “ China is made “ to high-end brand, and even the effort of luxury brand, even if be a lengthy process, also draw lessons from those who become China to make high end change, will be very valuable practice.

1436

brand · cashmere · China · end · high

The consumption that global economic depression did not change China upgrades trend, luxury market still maintains powerful development momentum. Brand of native land luxury should seize the opportunity that the market expands quickly, have an insight into deep the demand of core consumer and feature, build oneself competitive dominant position, challenge international luxury to savor the dominant position of the card.

China may be the country that the sole customer on the world does not get economic depression haze to perplex, GDP growth still maintained predicting China 2009 in 8 ％ . Chinese retail trade grows impetus as before stronger, consumer thinks economy has stopped hopefully drop look forward to is firm. Although a lot of China consumer are bought to them on the whole some of what and how to buy support more cautious attitude, but China still is exclusive upgrade consumptive impetus demotes more than consumptive country, conduce to drive the luxury market with the rapiddest rate of the development on this world.

What no less than reveals today, chinese great majority is top class and extravagant the brand is international maturity brand, this makes the hope is on this one market somewhat in factitive endowment the company can‘ts help wanting to ask: How to achieve the success on Chinese luxury market?

Decline period consumer is right the manner of luxury

Consumer appears normally to the overall mood of luxury and blame requisite polarization. We discover in a survey that launchs to the consumer of many 2500 China of various city in the near future, the consumer that plans to raised integral pay 2009 is appetent the expenditure that wants prep above to be used on the blame requisite such as dress with the expenditure on luxury. But the consumer plan of coequal amount reduced expenditure 2009, the expenditure of luxury is the most possible one of category that are cut down.

However, analyse these results deep crucial. For example, the difference of age field is very big: In 18 ～ 40 years old of ages paragraph in consumer, half above plans to raise the pay of luxury, this and 41 years old of consumer preparation of above reduce luxury expenditure to form bright contrast. Need an attention is: Young customer will increase ceaselessly to their income hold more upbeat mood, the enthusiasm that they consume to lead also wants the customer with some older prep above.

Additional, mix to luxury dress, watch in near future BCG we discover in the survey of gem, rich consumer (domestic month income is in the crowd of above of 100 thousand RMB) the flexibility that still keeps very tall to luxury expenditure, among them only the expenditure that the consumer of 20 ％ considers to defer or cut down luxury below environment of this kind of economy. And 40 thousand RMB is in lunar income or in the following luxury consumer, the person of 40 ％ plans to defer or reduce the expenditure of luxury, they support wait-and-see attitude to the influence deepness of economic crisis.

The brand is in China the importance of luxury market

Rather he each national postures are compared, the brand consciousness of Chinese consumer is stronger, the Chinese consumer of 71 ％ treats the brand upgrade crucial reason of consumption (see a table 1) . Compare to it, the American dweller that there is 21% only in western world and the European Union resident of 17% are willing to pay more to buy a brand. In short, the brand is producing effect. China has the consumer of more than 85 ％ to be willing to pay more to buy brand luxury, the gets the person that visit to be willing to pay at least 25 ％ excessive price of 1/4.

International brand suffers in luxury domain support rate very tall, in fact, a few years consumer began increasing favour international brand in the past. Since we began survey 2007, claim to favor the Chinese consumer amount of native land and extravagant brand dropped 5 ％ , and claim to favor the consumer amount of international luxury brand increased 6 ％ . 18 ～ 30 years old of ages paragraph consumer is highest to the favour degree of international brand, considering this one client group the pay that raises luxury the most likely, win this kind of client group a be Chinese luxury brand important and formidable task.

Perhaps this is bright domestic luxury plate is in on Chinese luxury market the reason that shine brilliantly. However, high-grade smoke wine kind it is an exception. With wine kind for exemple, ground of very few big range is drinkable on international liquor, this urges a lot of country high-grade wine kind of the brand appear, be like Maotai and 5 grain fluid.

Also scored a few successes in brand of gem respect country, for example, zhou Dafu and Zhousheng give birth to be Chinese gem market to get army person, although height of market of high grade gem is dispersive. Domestic jewelry brand gains a success, distributing as a result of jeweller‘s of international luxury brand on one hand scope is little, the near future just enters Chinese market. Difanni (Tiffany) just offerred the first site 2001, buddhist overcomes elegant treasure (Van Cleef &Arpels) entered Chinese market 2005, haliwensidu (Harry Winston) entered Chinese market 2007, the amount of jeweller‘s of foreign luxury brand is at present very few still.

On the other hand mainer reason depends on, chinese consumer takes degree seriously to want prep above brand to what the design of gem and material pledge. A consumer of our interview expresses: “I value gem more brand of whether beautiful and rather than, because understand among them design mystery without the person. “ however, these reasons are not mutual repulsion, after entering China from famous brand jeweller‘s, the Chinese consumer understanding to famous brand gem begins, if Buddhist overcomes the Alhambra4 leaf grass of elegant treasure to design,wait for famous design style more and more for China‘s rich luxury consumer place is hep, this may begin to produce change.

In the luxury of other category, what can hold an industry to lead a position is medium endowment brand it may be said is rare. It is with beach of dress brand Shanghai exemple, main layout is in network of its brand inn travel area and airport, show its target emphasizes particularly on to buy the home at the foreign country. Notable is, the tradition that these brands also are based on China is accumulated will breed brand information — although foreign brand is normally in category competition,take dominant place.

Prospect of Chinese luxury market is bright

Although consumer presents polarization state to the manner of luxury expenditure, but be in China the foreground of this one market still special light. Most the sales volume of a few extravagant brands that gets respect continues to maintain powerful momentum in economic depression period, china is next to the 2nd big market of Japan on the world just about now. This is the compensation place drive that increases ceaselessly by China greatly, created new luxury new force. We discover in research, luxury expenditure and income do not become direct ratio directly — in fact, the increases to compare income normally growth of luxury expenditure is rapid 40 ％ .

As a result of prospect of Chinese luxury market hopeful, china becomes a lot of global luxury companies to lock up decided center increasingly. Because sale is in a lot of other country stagnation not before glide even, they are in the attention of decline period criterion more concentration. Accordingly, a lot of tall canal staff grow the next of Chinese regard as engine. Eggplant of rice resembling Europe (Omega) He Dengxi road (well-known trademark is in a lot of international such as Dunhill) at present the sale store that China opens, hold point of sales of its whole world very large proportion. But, the near future just begins to pay close attention to China pay close attention to them, now they above of the 50 ％ in all luxury sale inn is to be in what established inside 3 years in the past.

Occurrence time of Chinese luxury market is short, cause a series of effects. Above all, consumer is not very familiar to luxury brand. Even if present luxury consumer (the customer that 6 months had bought luxury in the past) can speak 1 ～ only below the circumstance that does not have clew brand of 2 kinds of luxury (see a table 2) . The faithfulness of the extravagant brand that this brings about consumer to favore to place spends inferior: The consumer of more than 60 ％ states they are willing to buy the brand that expresses love not clearly (see a table 3) . But, because consciousness of Chinese consumer brand is very strong, people often buys the famousest brand, although they not quite favour this brand. In fact, in the past pass by on one‘s way is bought inside a year Yiweideng (Louis Vuitton) and Gu Chi (of Gucci) in sufferring the person that visit, only about the consumer of the half claims this is the brand that they favor.

Next, chinese luxury develops time weak point and lack the understanding to of all kinds brand, this also changed traditional media strategy. Differ somewhat with more mature market, the cent sales volume that famous international fashion magazine is in China is low. Accordingly, with the conduct propaganda in mature market means differs, newspaper of place of invest in of ground of luxury brand more, the public relations company that often engages place is on same layout compose article, regard the advertisement of image of propaganda paterial brand as the method. International magazine permeability is low another result that bring about is luxury brand it is energy key centrally on set up shop. In the interview of we and luxury company administrator, a lot of people state set up shop attracts luxury customer than passing media more effective. The administrator of brand of luxury of a watch expresses even, if be in,reduce new store to open on 2 choose the word of one, he auxes would rather cut down ad spending, because he thinks,storefront is to make a brand famous degree of the most effective method.

But the position of dominant of international luxury brand of exceed

Although mature international brand is in advantage position at present, but this kind of position is not impassable. To undertake prepping according to to more mature category, BCG evaluated category of 18 kinds of consumable. We gathered old data, the leadership position that discovery lasts is not inevitable.

Although be below most circumstance, get inchoately army person holding leadership position (first was ranked 2000 in of all kinds company 88% still occupied the first place 2008) , but in the brand in before be being held when 2000 3, almost did the brand of 1/3 drop 2008 is  of word of  giving Si small? 2008, before the 1/4 in these brands is connected even 5 are not entered. Additional, there are 15 ％ in the person above average 2008 (of all kinds in before 3) before was connected 2000 10 are not entered. For example, dai Er is in China win by striking only after the enemy had struck, 3 are in at present before body of ascend of personal computer respect.

Company of some international brand enters Chinese market time earlier, but progress is not great. For example, power graceful (Wella) entered China 1983, be enter one of trademarks that protect hair shampoo market the earliest. Although be one of the first batch of brands that enter the market, power graceful be immersed in adverse contract and other trademark (include native land brand) in besieging. 2003, be in power graceful after entering China 20 years, it by Bao Jie company (P&G) is bought, still did not occupy the first place on market share nowadays now. Same, pierkadan was in China early to run fashionable dress show 1979, ever was the main brand that Chinese luxury develops inchoate level, but Ka Dan of leather Er · also fails to hold lead position in Chinese market.

The opportunity of Chinese luxury brand

Luxury is in China still is burgeoning business, no less than what we see in other spending category, as the development of this kinds of product, the person that precede does not hold lead position from beginning to end certainly. But for the extravagant brand to China, the road of ahead is special hardships. Above all, luxury consumer often more favour international brand, and this one trend is clearer and clearer, do not contain easy change. Next, luxury consumer chooses the most popular or well-known trademark via regular meeting, the dependability because of them and famous spending is other not quite well-known trademark cannot be likened to — the luxury card that although they are likely,apt has poor dissimilation.

But this is not meant in endowment the likelihood that luxury brand did not succeed. Chinese market offerred the opportunity that other market cannot be likened to. Less to brand understanding and spend to the faithfulness of luxury brand inferior mean Chinese consumer to still remain to dig on energy and financial capacity. Consumer is finite to brand understanding and be willing to buy not quite popular brand, become actually famous the opportunity that spends inferior brand. Additional, those who affect luxury customer is a name not just, the luxury consumer of about 30 ％ says they can be below the attraction of shopwindow commodity the choose and buy that enter store. This special need is in border one is made in the retailing shop of main competitor bright, exciting and charming shopwindow. In a word, new company or not quite mature company still are put in victorious opportunity on luxury market.

The get the upper hand of of Chinese luxury brand is politic

Luxury company of China can challenge company of luxury of international old brand through the following measure.

The requirement that 1. understands the core consumer of the brand to satisfy them mainly and appeal to beg. In this market, attract possibility of every luxury consumer successfully not quite. For this, each brand often should launch consumer survey and know the market position of oneself deep, if where,the status that oneself achieves in consumer heart and who is whose main competitor; Move of government of executive client relationship and other propaganda are very necessary also.

According to our experience, the consumer that has an insight into to understand them truly for the company to the consumption of Chinese consumer offerred a service to create opportunity better thereby, still can help the loyalty that establishs a brand spend. Be in China in the company of old brand luxury of operation, the company that often launchs client survey deep not a lot of, and such doing among them a company discovered them to build very strong loyalty to spend through maintaining close tie with the client. Result, faithfulness spends tall consumer average and annual to visit shop 9 times.

2. dilate should serve for the strategy. Although hypostatic inn may be a kind of ideal conduct propaganda tool, but open storefront cost does not poor. Additional, with luxury of international old brand card photograph is compared, extravagant brand of China is in ahull on financial capacity, regular meeting of classics of company of old brand luxury gets from inn-keeper older favourable policy comes set up shop, if hire privilege is reached,sell an exterior to decorate cost. For example, the interior trim that amounts to 30 million RMB according to reporting Gu Chi was obtained and exterior trim decorate cost, with the Jin Ying that was in Shanghai 2009 international shopping centers opens flagship store. This means dilate of company of luxury of old brand international and the cost that open new flagship store to want under not quite mature brand.

The another weak force of Chinese luxury brand depends on, best a sector of an area is held by the most well-known international trademark — even a lot of old brand famous brand complain to find likely a sector of an area very hard. But, good news is the market still is extending, countrywide each district is building new site, this held charming a sector of an area to offer potential in new site for Chinese brand. The key is to occupy a sector of an area that agrees with the brand. For example, extravagant dress brand sets storefront in the three-layer of high-grade bazaar, be surrounded by place of common dress brand, and high-grade brand is in however when, this does not have a help to extravagant dress brand; Or just be in to add another point of sales intermediate the car distribute store that high end opens inside office building, profitless to the brand also.

3. China brand needs to formulate prudent media strategy. Brand of luxury of a few international already had time in China and strategy of ceaseless and perfect media, and a few brands still enter the initial stage with dilate at the market, to how getting luxury consumer to understand very little — especially the city besides big city. The Chinese brand of familiar place media can build a dominant position. Additional, important is to search a method to provide newest information ceaselessly — update edition of each season new fund, set limit to often to perhaps cooperate with celebrity, support activity of a few home.

4. key is the strategy of brand of brand image design around expectation. Once material information imprints,engrave in the heart of consumer, very difficult efface. The method that the Chinese brand of a few successes adopts is to take contrary course: The luxury company that be being looked like as far as possible is France or Italy but emphasize particularly on China is traditional. Beach of dress firm Shanghai is the example of this respect, because consumer is more and more astute when buying luxury, value quality and product to appreciate surpass reveal the identity, accordingly, contain only such traditional message ability is behaved weller. But, a kind of information that outstanding China tradition is pursuit of Chinese luxury brand only, in international brand bristly setting falls, still need to make the poor dissimilation of the brand, but also can put in the risk.

5. breeds top sale team. Layer of luxury company tall valve mentions the salesperson that attract and pulls put apart hue to exist with us repeatedly very great difficulty. But, the success on personnel can be the advantage of one differentia dissimilation. A consumer of high-grade watch says: “The salesperson buys a decision to have very big effect to mine, their introduction to brand and product, I am very interested. “ because Chinese consumer is right the understanding degree of the brand is inferior, consequently the salesperson produces crucial effect when the help markets a product. However, even if a few the most mature brands, occasionally very bad also invite applications for a job is mixed persuade to stay capable salesperson. The incentive plan that adopts careful will invite and persuade to stay capable the salesperson can offer distinct advantage, and can duplicate very hard.

6. cannot be restricted eye bureau at Chinese inland. As Chinese consumer travel number rises continuously, the consumer that is travel purpose in order to lie fallow especially increases ceaselessly, dedicated at “ Chinese consumer “ is not only “ Chinese shop “ appear very important. Wait for category like dress, watch and gem, formulate global strategy very necessary, because the tax law of these category is mixed,facilitate carry, the amount that increases customer of the China inside global limits increases ceaselessly, these changed game regulation. Almost when the Chinese rich consumer of 2/3 travels to Hong Kong and Macao, can use the price dominant position of Hong Kong or Macao, before change goes next place, buy a few luxury that Yi Xie takes very easily, wait like watch or cosmetic.

The expenditure of the consumer that we had discovered China holds the very large proportion of sale of whole world of a few companies. For example, in the income that Luyiweideng comes from Chinese inland consumer 54% it is them what produce when abroad travels, the Yi Wei that take a route ascends the 7 ％ of global income. Our survey makes clear, chinese go on a journey person the expense of the luxury clothing that when going to Hong Kong travelling every time, buys, gem and watch is in than them the expenditure that is in a city one year is much still. Count as travel person increasing, this trend may continue to develop.

Anyhow, extravagant brand of China is faced with in China distinctive and formidable challenge, but luxury market still is in development, and distance maturity market still has very long way to want. This is returned for those crudely the brand offerred rare development opportunity. Although these good luck conduce to extravagant brand project oneself of China achieving banner status, but the strategy that if do not have a discretion, height,coordinates, this is not easy thing.

Liao Tianshu (Boston of Carol Liao) department seeks advice from firm partner to hold a president concurrently, consumer of BCG Asia-Pacific area has an insight into wisdom library leader

Kong Meixue (Boston of Michelle Kluz) department consults company project manager

Sale of Chinese luxury market

brand · Chinese · consumer · luxury · market

Compared with the supermarket is walked into to import wine to slant a few years ago the situation photograph that occupies a corner is compared, nowadays the bishop interval of full of beautiful things in eyes, above all of greet is however awesomely entrance bishop a few big character, and contrary is homebred bishop is handled however reasonable the ordinary corridor adjoining, although not be the whole current situation of terminal, but however enough demonstrates with respect to terminal itself character, what what native land bishop is faced with is disconcerted shape, the import custom duty that together with reduces ceaselessly, foreign capital brand nibbed like the situation with billowy tide the heart that the price bottleneck of too high to reach walked into Chinese consumer. Face tremendous market potential, we never suspect homebred bishop does not have position, we must worry likewise before the market line of action that opening like that, can lifeline of native land vinous still go much further?

Flourishingly the game that the market is a small number of people nevertheless

Chinese wine consumption with annual the speed of 20% increases by degrees, from go up century 90 time, domestic wine market begins to start. To 2006, year of growth of Chinese of 20% become global wine consumption to grow the fastest area. However, bloodcurdling letting a person is, this mere from the market that starts sell like hot cakes not to spend time 56 years, bishop factory jumps from many 130 of 1994 many current 600. And this among them, 3 brands held dynasty, Zhang Yu, Great Wall the market share of 60% . More wine businesses are hitting edge ball with be there just to make up the number in what recumbent others remains.

And on the other hand, according to the data that Yangzhou custom provides, 1 ～ May, should close an area to import wine in all 21400 litres, total prices is worth nearly 1 million yuan, the entrance of every month estimates import total of before exceeding far a few years. Together with rises from January 1, 2005, bottled vinous imports tariff from 43% reduce to 14% , bulk vinous imports tariff from 43% reduce to 20% . And rose on July 1, 2006, bishop is carried out new “ measure of consumption tax government (apply) “ , entrance bishop consumption tax can use import segment already accept consumption tax is touched decrease, lowered the threshold that enters China greatly to import wine thereby.

Converging attack of such inside and outside, add each respect such as production, sale, management to increase of negative value ceaselessly, what business of Chinese native land wine looks is easy and comfortable the foil that is integral market nevertheless just.

A group army of native land bishop care of can of 3 big hidden trouble

Cast the pressure with external field of reopen after a cessation of business not to say, problem of interior of a group army of simple native land wine with respect to the self-destruction future with foudroyant enough, among them if the 3 big hidden trouble of place hint cannot get be settlemented as soon as possible, not need when foreign interest combines embezzlement, oneself topples all right with respect to in the van.

Hidden trouble 1: Management state of mind still escapes hard fluky 2 words

We put down figure to see bishop brand of abroad, its can sell well on world stage hundred years, because its are right,be of the brand not only construction work force is deep, more main is worth while on product base construction praise highly. Home of we should like to ask consumes vinous consumer for a long time, majority is being bought before can consider the basiccest decision criteria such as time of vinous mouthfeel, colour and lustre, old wine above all, is not to pack other perhaps flower to live. And these also are foreign wine businesses hundred years management place all the time the knack of doing business of praise highly.

Watch domain of domestic native land bishop instead, come from inside course of study the personage explodes makings: At present wine market sales volume of China is controlled in 300 thousand tons, 20% what the wine that China makes from Malaga occupies market gross only, the wine of 80% is imported from abroad, and of these entrances “ thing “ more be called by themselves “ foreign rubbish “ . More those who make a person very shocking is, on the certain market of its character 30 yuan of the following wine, 70% above tick off add; 60 yuan of the following wine, 40% have a problem; 200 yuan of the following wine, average 50% also have a problem. Enter evening show especially (public place of entertainment) wine is soddener. For example bought local grape before some enterprise one year to make 1500 tons of wine only, but sold 30 thousand tons of wine however in the market, this 1: Of 20 achieve close where to come from, most propbably cans be imagined, bishop of production of former to introducing entrance rubbish grape juice is not any more the first met with, but it is to grow in intensity however. Manage psychology by good luck so, before 10 years even a few years ago passable perhaps, but subsequently of force of the force with which sth breaks out outside bishop inbreak in a large-scale, its gain ground to the diversity of bishop knowledge culture, is be being managed by good luck so the foot that moves a stone to break his?

Hidden trouble 2: Management mode borroweds nevertheless very much the same duplicate

Decide an an industry, enterprise whether the management mode that the key that lives or die for a long time depends on its backside is mature. The bishop brand that we can see abroad is support almost the grape is manorial cultivate + management + the mode of brand sale, and watch brand of domestic native land bishop instead, cast open business these brands do not say abundant, Great Wall, they were done on management mode and thinking really a lot of think over, study absorbed a lot of experience, be in consequently the position of the market also more tend firm. Like that most wine business still is medium and small businesses, never mention it grapery, it is product line even some arrives simply cannot be in simple, more do not talk about attention what is management mode? Go after advertisement effect purely, do the simple fill outfit of the product, those who become element of label, brand, sale borrowed duplicate, go up quickly next the line rolls out advertisement, if ask the soul of the enterprise the person, even its are mixed to the brand characteristic of oneself cannot replace a gender to He You situation is elaborated, its do not say to give the reason why to come. The whole that the thinking that regarding advertisement, transmission and terminal low contention as is exclusive lifeblood destroyed business of Chinese native land wine is benign develop.

Hidden trouble 3: Only the enterprise does not have consumer in management concept

This is the domestic bishop is the deadliest difference aspect between major company and foreign brand. What can we see bishop brand of abroad entered Chinese market to be done? They won‘t resemble Chinese brand above all the whole nation of same in a big way blossoms, choose main bishop and domain of consumption of latent capacity wine to undertake osmotic however, won‘t choose comprehensive sweep the deck on channel at the same time, choose small numerous channel to enter however, then, saving early days the charge of all undeserved waste while, will total investment is centered on consumptive crowd public relations, do the meeting that taste ancient bronze mirror in the light of the crowd, combine the different channel that target crowd appears, the domain such as health care of preserve one‘s health of for example car, house property, club, hotel, high end makes associated promotion, they are likely a month is done only in a city 2, 3 PARTY kind activity, can retain costly case and absolutely and faithful purchasing power while high proportion is sold however. And Chinese native land brand still is bold and resolute however like selling bean curd selling red wine. One pays close attention to an enterprise what to produce only, the enterprise of production what is cannot score gain for a long time, and regarding the price as is exclusive killer mace it is again foolish more the think of a way that does not live.

Mainland army how force of foreign wine of get the upper hand of

Although face head of entrance vinous strong general trends and oneself advantage to be opposite,business of native land wine is having deadly menace, but alleged strong dragon has not pressed local villain, the advantage of favourable geographical position of climate of look to sb for backing of Chinese indigenous industry still is hopeful can win a victory. The key of the problem does not depend on foreign interest itself, and depend on business of Chinese native land wine and industry itself.

Grab from fountainhead tough approach arrives regular army

Be faced with with each passing day inside and outside is for the wine industry of internationalization, what need to solve above all is about bishop the specific issue of this concept. Can see, it is a little funny that the definition of wine market of China looks in international. Be full of grape fruit juice, tick off add, rummy, wine to wait of all kinds and jumbly together, animated will one is in China originally the market is not real the wine market with clarity is thoroughly promiscuous. Although this is the problem that the country plans and develops, but the understanding with answer to have to this problem early clear from itself of business of Chinese native land wine, the industry that resembles can developing maturity with each passing day to any is same, bishop standardization control of China and punish strength do not pass the business of morning and evening, in many 600 enterprise who can arrive from tough approach come over and pledge allegiance early regular army, the program of the setting to the product, product line as early as possible from edge ball go in fluky perhaps psychology, manage and run a company truly with strategical eye just is the best thing to do. For example wait for a problem to most pivotal raw material character, if he is built like Zhang Yu,even if does not have a condition without actual strength manorial grow a grape, but can undertake completely study like organic industry, concern with the forestall that cooperative formula establishs between farmer, ensure crop and quality, want to learn how to cooperate with foreign wine at the same time, study the culture of foreign wine, will win customer from the characteristic that mouthfeel difference changes. It is 3 years truly, the industry after 5 years grows oneself position admissibility.

Normative product line makes price catenary combination

Scan widely looks, in the wine competition of terminal, homebred bishop is mixed at high end almost low end price two levels. Low end is had leading is to be occupied high more 70% , common price falls the left and right sides in 50 yuan, and so called high end also does not cross 200-380 interval to be controlled, low case became the competitive a magic weapon that the industry always goes after, but subsequently foreign custom duty drops, foreign bishop brand is much also on low end more advantages, come so, domestic uniqueness is nonexistent also, contrary, the 3 old brands of fine view China are opposite as a result of its of the brand attentive manage and build, the program of diversification was made on product line, no matter be high school low have the capacity that can contend. Consequently, for native land to domestic great majority brand, normative product line becomes be forefathers to lift.

But premise condition scarcely is depend on costly case in bag mount, be equal the price and product value however. In the meantime, should might as well according to channel and the characteristic that consume a crowd change product China, for example rolls out Xiaobao to install the pyxis red wine that small dose price matchs, for example rolls out domestic outfit, sweethearts outfit to wait a moment.

The person that do not do appendage does characteristic brand to locate

Although show level not to mature, but having more opportunity however to Chinese bishop brand from another angle, chinese market is the market of a diversification, the someone before example is such says terminal dominant position is the congenital advantage of Chinese wine business, but look from now with prospective trend however far from is so simple look upon. Low and large area are not the key of get the upper hand of, and the dominant that characteristic will become future. In the meantime, this are OK also and effective with abroad cannot devoted brand undertakes big fund the area is lain between and contend.

Foreign brand does not have the course that one exception is manorial clique almost, also lie between without too much area from brand culture itself, its are mixed to the guiding of consumer education also the transmission of culture of red wine of no more than and manorial culture hookup. However, chinese market had entered the characteristic fractionize market of a diversification nowadays, consumer also is uneven, current level, entrance bishop can be mixed in high-end market only high-end crowd respect makes great efforts. At present the white-collar of Chinese city and gold draw a crowd in, only 1%-2% is known drink wine, but pursuit drinks vinous to be as high as 35% above however. Brand of Chinese red wine is completely OK do fractionize from itself of diversity of channel, consumer, brand, initiate more exclusiveness sale mode, and rather than wants old ad + low case + the assorted mode of extensive crowd. Enterprise of for example A can be oneself definition meal wine, more cooperates the concept of meal from the basic level such as the taste of the product, appearance, enterprise of for example B can resemble the brand development of domain of female red wine, specialize in female channel, play a woman nightly hairdressing wine, again company of for example C can take course of wine of marriage Qing Gong… since the liquor culture of a few chiliad of Chinese can make success of such arrogant person, why to go up in red wine development must constrained manacled oneself fist foot at a road of abroad and mode? Can solve the competitive problem of foreign interest not only so, at the same time can with oneself characteristic base oneself upon at industry incincible position. Alleged China characteristic, do not take common route, following consumptive apiration to take gift is the best thing to do.

Market of native land wine

bishop · brand · market · not · wine

Development of Chinese spending market is rapid, consumptive structure upgrades ceaselessly, becoming the main motive force that economy grows. 2008, total volume of retail sales of Chinese society consumable breaks through 10 trillion yuan. Since this year, the government will enlarge one of consumption, policy emphasises that improve the people‘s livelihood to serve as package plan. 1, social consumable total volume of retail sales will grow 16.4% actually in May, than last year the corresponding period accelerates 3.7 percent, this is added fast it is the corresponding period that came 23 years up to now 1986 new tall, spending increases contributive rate to rise somewhat to economy. Look from merchandise category, the turnover of gem of furniture, bullion, car and dress grows to be in compared to the same period two into above, 29 years increased 56 times, year all add fast be as high as 14.4% , be world average level 3 times the left and right sides.

How to use the big inning that economy anabiosises, high-grade general merchandise holds target settle or live in a strange place group, introduce the luxury with better more, raise management level, had made the joint pursuit that classics of high-grade general merchandise does business.

Estate is produced to consume redefine China the market in

To retail industry character, the tigidity of the product value of two end is the strongest, luxury has negative price elasticity even. According to Anyonghui plan division office is investigated, 13% what the luxury consumer of chinese mainland already occupied total population at present, make an appointment with 160 million person, have 10 million among them, 13 million person is active luxury purchaser. World luxury association released a report to say recently, the Chinese was provided in headgear, dress, skin 2007, the luxury such as perfume (do not include private plane and houseboat) the consumption that go up amounts to 8 billion dollar, 18% what luxury consumption holds global market share, 13% what consume a crowd to occupy total population, make the whole world that is next to Japan the 2nd big luxury consumes a country. Predict 2010, china will have 250 million customer capable to buy luxury, consumptive total will achieve 200 billion yuan. Predict 2015, 32% what Chinese luxury consumption will hold global market share, exceed Japan.

Before before long, national statistic bureau had last a period of time to estate is being produced in home first the extensive sampling investigation of 4 many months, and first will “ in produce estate “ quantity melt into year income is in 60 thousand, 500 thousand yuan family group, “Produce in “ become from this look so that see, the concept that feeling. According to forecasting, the China inside 5 years will have future 200 million population is entered in produce estate range, and more hopeful estimation is 350 million person. Be a such giant affluent groups, will form the backbone force with Chinese the steadiest society.

Current, estate family produces to occupy urban family gross in China 15% the left and right sides, to 2025, this one scale will be achieved 60% . A dimensions is baronial, form so complex that much consumptive group is rising abruptly, their purchasing power the consumptive market redefine China. Far-sighted company has begun to establish the business pattern that consumes a group in the light of this, score gain from their body.

Economic crisis is apparent to the influence of Chinese high-grade general merchandise

Since September 2008, the United States of prolonged second borrow the crisis of century sex banking with crisis severe translate into, affect the range is wider and wider, spread to hypostatic economy from fictitious economy, take a sudden turn and become worse rapidly of international economy environment, the pressure of be issued to lower levels of our country economy also is being increased. The effect that inn of high-grade general merchandise suffers financial crisis is most apparent, basically reflect in 4 respects: Consumer buys behavior to become careful commodity of; high end is measured; of market cold reception to match space of; merchandise profit to be compressed quickly with sale busy season hard by passenger flow. From 2008 the 3rd quarter begins, the turnover of general merchandise course of study and photograph of condition of other line of business are compared, appeared relatively substantially fall after a rise. Occupy data of statistic of national Department of Commerce to show, growth of turnover of course of study of portion general merchandise was in October 2008 8.24% , glide compared to the same period 17.42 percent.

In the economic crisis influence to retail trade, condition of general merchandise industry is most serious. As consumption a few of in the past years the structure upgrades, economy grows quickly, general merchandise course of study is the biggest beneficiary. But, from September 2008 the portion begins general merchandise course of study to step down slope stage by stage, suffer the effect of economic crisis likewise, general merchandise course of study glides from the old in retail trade condition however the 8th.

Industry of traditional general merchandise already evolution gave state of two kinds of course of study, inn of contemporary general merchandise and compound model shopping centers Mall is deducing commerce jointly “ general merchandise is intense competitive times “ , but still be faced with at the same time come from shop at professional inn, brand shop, supermarket and network wait for other retail trade the competition of voice.

Show according to data of Trade Association of Chinese general merchandise, 2005, between 2006, the sale dimensions growth of professional inn is the rapiddest, sale amounts to six hundred and eight billion five hundred and ninety million yuan, grow 30.99% compared to the same period, the amplitude tower above that compares general merchandise course of study 6.45 percent. And category also is in the commodity that professional inn manages to be abounded ceaselessly, expand from original home appliance, medicines and chemical reagents, dress, glasses articles for use of cosmetic, toy, household, gift.

The development of brand shop is remarkable also. Because channel strategy produces change, more brand chooses to be in shopping centers or the business street opens flagship store.

Shopping on the net was to divest more a lot of clients of general merchandise course of study. According to cleaning out treasure net data, its traded 2008 the forehead amounts to 99.96 billion yuan, grow 131% compared to the same period, the government that clean out treasure says, depend on this one word, clean out treasure to already became China the biggest sell integratedly.

Tell on the whole, general merchandise industry still has larger development space, but general merchandise course of study must be cast off coessential change face, offer rich “ personalized value “ commodity, sale and service just have an outlet, in the big city with intense competition especially such.

Of high-grade general merchandise and luxury brand double win

Luxury is by the definition in the world “ one kind exceeds people to live to need range with development, have distinctive, rare be short of, rare the consumable that waits for a characteristic “ .

Luxury consumes cent to be two phase, it is to show off sexual consumption, 2 it is ego is satisfied model consumption. With Europe mature luxury market is compared, at present luxury market of China has its specialty, expend mentally in disappear namely, vanity is more than grade. Chinese luxury market shows very strong vanity to consume a feature, show off sexual consumption namely.

One of character of luxury are individuation, what luxury purchaser goes after is make public individual character. How to foster strengths and circumvent weaknesses, let shopper be in the quiet, feeling in sufferring intrusive shopping environment is cozier, more dash forward show individual character and grade. Inn of high-grade general merchandise competes finally, still compare a service, than software. Luxury sells the price not only, more sell concept and culture, devote oneself to to bring a kind to come for the client honour wonderful sense and perfect character are enjoyed.

To high-grade department store, not be blind pursuit brand, and the luxury that should choose to suit according to the need of consumer, in the OK and proper lead on certain level, but lead must have held to spend, lead is otherwise too much with respect to too high to be popular. Top class brand is in international previously guesthouse of 5 stars class sets shop, garrison in succession now high-grade general merchandise, while high-grade general merchandise is choosing luxury, luxury also is choosing advanced general merchandise, only both matchs each other, suit each other, the advantage complementary ability achieves truly double win.

The cooperative means of high-grade department store and luxury brand can be adopted pure affiliation, big protect bottom, small protect bottom, pure rent, self-supporting, mandatory wait for means, seek the optimal balance site of bilateral interest. Sometimes high-grade general merchandise to attract international brand enter halt, still must pay back dotal. The earnings that bazaar achieves from luxury brand basically includes rent, smoke and keep a copy, smoke scale to be probably 10% , adjust somewhat according to the sale of the brand. And the charge of collection of a lot of bazaar wants far low hereat, protect a bottom to often also be discharged. Additional, decorate charge to subsidize luxury brand basically by high-grade general merchandise. General a bar is decorated little criterion 1 million, 2 million yuan, it is those who introduced GUCCI inn to stick 20 million yuan to decorate according to calling Shanghai bazaar of a general merchandise. Top class brand garrisons international smoothly, be helpful for those who promote high-grade general merchandise savouring with class, each extravagant brands pay attention to atmosphere very, him attention is circumjacent is some of what brand, typical “ things of one kind come together “ .

At present high-grade general merchandise of China is executed for the most part “ brand affiliation “ collaboration is made, the interest of the department store originates the sale deduct a percentage from a sum of money of each brands, although this kind of mode reduced the management risk of high-grade general merchandise, but also make the gain level of general merchandise course of study falls greatly, the management of the enterprise controls ability to be weakened greatly, build a distinctive to serve a brand hard.

Inn of high-grade general merchandise and supplier share accrual to depend on greatly respective brand position. Brand position often is mastering cooperative speech authority high, assume a risk little, get income much, vice versa. The brand effect of oneself of inn of each high-grade general merchandise returns current home very finite, the dependence to brand of international a gleam of rate is very high, regard a sale as terminal, gets gross profit is very small. Current, average wool interest rate is in course of study of Chinese general merchandise 17% the left and right sides, net interest rate has 3% only, 5% .

Very much high-grade general merchandise to increase the gain capacity of general merchandise bazaar, change general merchandise at the same time bazaar the adverse position of brand of as top class as each international luxury, act as agent in succession manage brand of a few international, for instance sincere general merchandise manages Chengdu beauty beautiful force the brand such as DAKS, SERGIO ROSSI, CHLOE, xiamen letter is amounted to (10.29, 0.94, maxMara of brand of female outfit of a gleam of of international of representative of 10.05%) tax-exempt market, general merchandise runs Xiamen Paris spring PORTS, ARMANI COLLEZIONI, VIVIAN TAM. Him department store develops professional group, those who have oneself buy hand and brand manager, taste to each luxury directly by oneself the card is direct replenish onr‘s stock.

In Chinese market, even still high-grade general merchandise introduces self-supporting brand entirely, that is famous Lian Kafo general merchandise (Lane Crawford) , is those who adopt “ buy? “ the form is managed, send bazaar to buy a hand namely world each district is extensive the high-grade stylist brand with burgeoning collect, and rather than introduces those customer directly already familiar to the ear can the brand shop of world famous brand of detailed. Inside bazaar, display even what block Buddha means to also change to be oriented pattern with brand brand shop as one used to do, display inside the pattern of unified design according to the product however, this one mode makes Lian Kafo gains huge success in Hong Kong area.

New condition plays the development trend of high-grade general merchandise

Current, industry of domestic high-grade general merchandise is adopting different kind to increase the market competition capacity of oneself, below new condition, high-grade general merchandise will have tendency of the following kinds of development:

(One) the theme is changed, characteristic is changed

The basic approach of get victory of high-grade general merchandise has two, it is commodity, 2 it is additional on commodity service. The theme manages the product that is fine become divided of market of general merchandise estate, it is bold the management concept with integrated general merchandise is big and whole slam the door, the management of farther clear bazaar locates, form amlposition competition with lively characteristic topic and traditional general merchandise, do essence of life fine, the brand is changed, the category turns management, it is the development direction of future of general merchandise industry.

What key of inn of high-grade general merchandise builds is the consumptive culture of exalted experience, execute the brand combination that gives priority to with brand of a gleam of, the service is in charge of estate high to wait at be full of crowd, successful personage, Gaozhi, more contented people indicates the demand of the identity, position and poor dissimilation and individuation.

Accordingly, develop more the shopping environment that human nature changes and service method, create better soft hardware condition, provide more service and culture, experience additional cost, the get the upper hand of that is competition of general merchandise inn is crucial.

As market competition the aggravate of intense rate and masses consume the promotion of grade, the high quality service of general merchandise industry will be become “ core competition ability “ . Bazaar changes the consensus that draws close to already made industry and market to human nature in hardware respect. On communal space, the bazaar of high-grade general merchandise nowadays already had great difference with earlier general merchandise inn. To “ 51 “ , “ 11 “ wait for important holiday, guest discharge counts the bazaar of high-grade general merchandise of person-time more than, the communal space of above of 1000 square metre can make lie fallow shop become more carefree, promote perceptual consumption secondhand thereby. This also explained from a flank the general merchandise market that why enters town in recent years and inn of old brand general merchandise pay attention to the matter that communal space designs in succession after recombine.

Commerce derives in service competition “ individuation “ the member is exclusive service, what also become high-end customer gradually is new bestow favor on.

The fact proves, of this one demand fluctuant already began an effect and those who drive the market is new round shuffle, a few bazaar take the lead in instigating “ high-end business weak environment “ old standard, offer to insider group high level, delicate the form a complete set that turn serves, bazaar has news of collect online area, picture recreational area, smoking area, the member club that the function of multinomial individual character such as stage area is an organic whole, can organize newest brand popularity regularly for all members the characteristic activity such as salon of trend news briefing, cocktail lounge, theme. In the meantime, still will roll out personalized characteristic service in the light of senior member, if putting the garment, part that put a package special obligate honoured guest article is special ark, offer person specially assigned for a task or job for the member exclusive service, monarch especially in the parking lot special vehicle area. This kind of service that refines in the round manages mode, expanded the extension of high-end general merchandise, serve a level from what also promoted consumption the market on the other hand.

(2) shopping centers of high-grade general merchandise is changed

Consume habitual change as the society, consumer also is increasing ceaselessly to shopping demand, the market needs department store besides original retail trade voice, still increase meal, recreation and recreational wait for more function. Be in Chinese inland and Taiwan area, appeared the shopping centers of general merchandise bazaar turns a tide, the area of general merchandise bazaar is larger and larger also. And bazaar of high-grade general merchandise is located in the core trade group with the most bustling town commonly, when the consumptive power of people is uneven still, the cardinal principle with frequent activity of all ready, sale measures type of merchandise dominant position of general merchandise market is relatively clear.

Shopping centers of high-grade general merchandise changes have the following two main characteristics:

One of, twice of area of general merchandise bazaar expands. The area of bazaar of general and high-grade general merchandise is controlled in 100 million square metre, and bazaar of below new condition a few burgeoning and high-grade general merchandise, business area twice expands, achieve commonly 20000, above of 30000 square metre, beijing is for instance carefree silver-colored peaceful general merchandise, business area achieves 40000 much square metre.

Secondly, voice of management course of study is rich. Very much high-grade general merchandise absorbs the advantage of shopping centers, increased meal, recreation, recreational condition waiting for course of study, attract customer in order to use such combination, add energy of life of person of general merchandise bazaar. For instance the 18th hundred of Shanghai is accompanied, besides concentration a lot of international outside brand of high-quality goods of top class dress, return the meal business such as Buck having a bit, Hagendasi door, still introduce orgnaization of a few hairdressing at the same time.

(3) chain is changed

Form only have quite the retail industry group of dimensions, implementation chain is changed manage, ability resistance runs a risk, reduce management cost, acquire as quits as strong brand collaboration position, reap manage brought high specified number independently profit finally. Enjoy “ general merchandise king “ beautiful praise Xi Ersi group is in the United States to have 870 general merchandise to interlink many 1300 inn, monopolistic shop at present. Current, the concentration of Chinese high-grade general merchandise is spent lower, the main force with real lack is retail industry group, lack asset quality especially tall, advocate industry is outstanding, integrated the old brand with resource strong capability is retail industry group.

The purpose that high-grade general merchandise interlinks is to adopt dominant position of model of etiquette of ceaseless and duplicate form, reduce administrative cost, the oldest rate develops negotiation force to get best commerce requirement, build retail brand, form benign loop thereby, win more customer finally.

The means that high-grade general merchandise interlinks has a brand to output mode, establish branch pattern oneself, buy and amalgamative mode:

Brand output mode often is one has owned certain brand in some district famous degree and the high-grade general merchandise that formed pattern of a success management, the tangible owner with intangible assets and different ground (it is land agent or property owner normally) cooperate, manage high-grade general merchandise to interlink a branch jointly. High-grade department store does not need to invest capital, want person with ability of export card, government and administrative pattern only, and can the brand with certain collection uses charge and overhead expenses, increase the profit of the enterprise, enlarge the force of department store brand at the same time. But the conflict that the brand outputs mode to cause cooperative both sides easily to go up in interest allocation. In brand output, department store cadre expedites administrative group, because managed unsuccessful risk to overwhelm for the most part land agent at the same time, land agent itself does not know business, its produce the method of eager for quick success and instant benefit one case necessarily to the pursuit of short-term profit. General merchandise is long term investment, those who think is investment actual strength, credit, in particular business executive procedure, cooperative both sides is immersed in condition of be in a dilemma easily.

Establishing branch pattern oneself is him department store investment builds chain branch. Because be opposite,branch of high-grade general merchandise accuses completely, the promotion that runs mode and fulfil have cogent safeguard, the beneficial result of dimensions economy is produced on the can oldest rate, it is the main way that at present general merchandise chain runs. But this kind of mode employs resource of itself of enterprise of high-grade general merchandise bigger, need many sided of talent, capital to assure, financial risk is bigger. And high grade commerce site already was held by forerunner, use establish branch pattern oneself, meet only aggravate competes, bring about valuable commercial resource excessive waste.

The department store is taller to place requirement, distributing to wait for flourishing region in mart more, because the city is business the ground, establishment is saturated with each passing day, management site is belonged to rare lack resource. Use buy and amalgamative mode, can use effectively be bought the advantageous situation that just has already, cut local market quickly, use original client resource, save investment, reduce the market to develop cost. But be bought or the confluence of amalgamative enterprise and it is more difficult to transform, it is inside conformity period, the likelihood is run as a result of the company abnormal and cause client prediction of a person‘s luck in a given year.

Chinese high-grade general merchandise develops a tendency

brand · general · grade · high · merchandise

Financial crisis lets shrink of limits of luxury market whole world, traditional luxury is big country the United States and Japan inflict heavy losses on, but Chinese market goes against the raise on situation however, maintain the driving growth of 22% , numerous luxury tycoon marchs in succession Chinese market, intentional nab China helps this straw.

On April 7, 2009, the Gu Chi of brand of world top class luxury promotes the brand shop official start business of inn in Fuzhou Dong Baiqun, this is the 26th when Gu Chi opens in China special inn, cover an area of an area to make an appointment with 290 square metre. Practice bender invited famous movie and TV to star spot of Liu Yi, Yang Caini is aided that day blast, display for attendant honored guest went up a wonderful Gu Chi 09 Chun Xia dress are beautiful. Can see from inside the act of these high standards, this luxury “ big wrist “ it is confident to field of the Fuzhou City. But the old horse also has when breaking hoof, entered this Chinese luxury “ port “ it is OK to be not calm, china has an adage: The ship also may cross in the ditch.

Of Gu Chi “ wishful thinking “

Number of Fuzhou overseas Chinese is numerous, 10 have local 78 have abroad concern. Look be like endless overseas remittance is to drive local entertainment industry, the main factor of retail trade. The Chinese is right luxury “ but beg the most expensive, do not beg best “ consumptive train of thought, left deep impression to global luxury manufacturer when international travels. The international luxury that aims at the fortune Gu Chi in Fujian business pocket to just can become what field of the Fuzhou City enters on the first real significance business.

Gu Chi uses market in the brand shop of Fuzhou in “ the inn in inn “ form, the bibcock that the partner that this Gu Chi chooses is industry of Fujian general merchandise — east 100 groups. Current, the retail business that 100 groups division leaves east by inn of Dong Baidong street, Oriental general merchandise, Dong Baiyuan big inn and Dong Baiqun rise inn to form. In Fuzhou, 100 groups are mixed east group of ocean general merchandise almost forestall the market of high-end general merchandise, if Fuzhou person wants to buy a famous brand to be being installed, buy leather shoes of double famous brand, buy high-grade cosmetic and precious jewelry, east 100 with ocean general merchandise it is one of absolutely first selection, but in tweedledum and tweedledee right definitely in, the affection balance in most Fuzhou popular feeling or a little tendency east 100, because east 100 groups change to make and come by original state-operated general merchandise, already had management history of 50 years up to now, provide appeal force and credit to assure most in consumer.

International luxury “ big alligator “ Gu Chi is garrisoned Fuzhou east general merchandise group promote store, it is to value estate of Fuzhou wealthy person on one hand the consumptive ability to luxury, it is on the other hand east 100 groups itself thinks to the strategy of luxury market. According to reporter understanding, east 100 groups desire group rise inn to make Fuzhou inn of door of brand of the first high end, to international big shop sign, 100 groups gave a lot of action business to yield benefit east, and practice avoids hire the first year.

All everything looks very perfect, powerful powerful combination, protect earn not compensate, but the thing did not cover development to go down according to what had imagined.

The mainland of international big alligator is changed be short of break

This print journalist ever had investigated Gu Chi several times to be located in Oriental general merchandise group litre of brand shop inside inn, practice since 5 months, what with the storefront with still luxuriant meantime decorate forms bright contrast is there is few visitors is gloomy. Of course, you can say luxury, the wealthy person group that is minority namely originally exists, high consumptive threshold is versed in the majority early firewood estate close the door on, how can you resemble “ day balance price “ Woerma in that way if is stream of people knitted? Really, luxury brand shop should be to stand high above the masses originally, of little person make inquires, the rich crowd that Dan Guchi aims at also did not come to the brand shop of excellent doorway because of this and be mad with joy.

The unique part that Chinese luxury consumes — outside the condition (include area of Hong Kong, Macao and Taiwan) luxury is bought when travel, or buy luxury through abroad close friends. Chinese consumer is outside the condition (include area of Hong Kong, Macao and Taiwan) the to luxury intense desire to buy that viatic place expression comes out hopes to have the following at 2 o‘clock reason: Above all, when shopping outside the condition, the affirmation that brand shop place sells is not fake, but cannot get at this o‘clock assuring when Chinese certain place shops. A lot of luxury tycoons are to love to be hated again again to luxury market of China, of love is Chinese wealthy person get greatly to the consumptive ability of luxury breathtaking; The technology making a holiday that of hate is a Chinese more wonderful artical excelling nature, the class A, copy that exceeds class A even tastes the profit that yields luxury tycoons to be decreased greatly. Next, the custom duty of high specified number makes same goods is bought to want to compare abroad in the mainland expensive piece 30% .

To the wealthy person group of Fujian, passing abroad close friends to buy luxury in foreign brand shop is a right choice. In Fuzhou some estate company does Ms. Lin that the high level is in charge of to tell a reporter, she has the portfolio of a few LV, the LV brand shop that is in place through the friend that overseas works is bought, “The bag package that buys in abroad compares the bag package that buys in home to more quality assures, domestic fake is too much, impossible to defend effectively. “ the Xiaojiang that studies abroad in England also expresses to the reporter, he is in England besides it is important to read to still have “ the task “ , the luxury brand shop such as the Gu Chi that helps kin friend of home be in England namely, LV, Amani is purchased, “Kin people the luxury that feels to be bought in abroad just has character to assure, also have class more. The bag of a Gu Chi, can show the capacity what buy in England more than what buy in home, it is a few cheaper to also be met than home in price respect photograph. It is a few cheaper to also be met than home in price respect photograph..

If say the Chinese‘s peculiar to luxury consumption sense and consumptive habit are,cause Gu Chi Fuzhou “ hard and fast “ the word of soft injury, so of establishment of form a complete set of hardware of brand shop periphery be not being perfected is to cause Gu Chi “ hard-land “ immediate cause.

Gu Chi Fuzhou is monopolistic the Oriental general merchandise in the place group litre be located in inn the Fuzhou City 817 in of the road hind paragraph, the major project that its ahead is Fuzhou town planning — tea-booth of regnant · flourishing age. Because tea-booth of regnant · flourishing age still is in construction condition at present, 817 in before the road paragraph suspensive be open to traffic, this to including Gu Chi inside for the businessman that Dong Baiqun promotes store, as good as grew thrombus on main artery, original with east market opening business encircles come down in one continuous line, and be not worth for blood however now, stream of people measures acute to decrease. Not only such, dong Baiqun rises the business shop of inn periphery to also handling the level that decorate mostly, the businessman that begins to do business normally is very few, cannot produce group effect. Of course, ordinary businessmen won‘t not look to give the crux of the problem of this simple question, more what is more,the rather that Gu Chi this battle-scarred, all-powerful the international luxury tycoon of hundred years. Actually, it is future of treasure of be in custody, this “ future “ the future that also is tea-booth street.

Gu Chi‘s tea-booth one dream

Old tea-booth is in the axes in Fuzhou city 817 core, it is Fujian one of birthplace of commercial culture, fuzhou makes much famouser old name out tea-booth. Press a program, tea-booth of regnant · flourishing age will be made “ channel on the west bank the first street “ , after building, will form “ one axis 3 core “ total trade position. One axis: It is core with the 817 axes in the road namely, in 60 meters chief main force path both sides is designed not prep above 6 business street, building monomer with 3 ～ 6 discretion crisscross, echo each other at a distance; 3 core are respectively: “Market of tea-booth river water “ , “ tea-booth park is large and contemporary mart “ , “ indoor shopping mall reachs foreign head mouth to sell greatly “ . In the meantime, subterranean space also does not have at a loose end, arrive by thing river nearly 1000 meters underground area will build foreign head mouth business street, with “ one axis 3 core “ butt joint, one arrives since bear “ south street traffic “ , “ 3 lane 7 alley “ of travel “ on “ , open “ in booth street “ , “ south stage island “ “ below “ , the action of passages through which vital energy circulates of economy of get through Fuzhou. In addition, tea-booth of regnant · flourishing age still is in of build, perforative route of 817 light course subway — the important site of a line, after building direct with the 3 ～ of tea-booth 8 plot photograph joins, the guest discharge of the subway predicts daily will achieve ten people above, assure the public traffic of tea-booth street effectively at the appointed time, also collect what more absorbing gas, cash flows.

Commercial program is perfect, foreground is good, but be in “ future “ before coming, gu Chi awaits period of time patiently again even it seems that. Because of project huge, project of tea-booth of regnant · flourishing age stars building from 2006 still is a busy building site up to now, a line also drafts the subway to just built be open to traffic 2014. Original plan is the same as Gu Chi one case in pairs is garrisoned the LV that Dong Baiqun promotes store was deferred into be stationed in time, remained Gu Chi to await alone now, do not know whether it is ready sit again a cold reception?

GUCCI banyan city

brand · Chi · Fuzhou · Gu · luxury

September 2009 this a week of the middle ten days of a month, shanghai harbor collects atrium of square first floor, ferial put up stage of T of a rainbow stealthily in order to popularize the mobile area that perfume gives priority to, pensile rose “ A Day In New York “ (new York a day) striped, gigantic protruding is showing a Logo the person drives carriage to pass through central park, this is what often perform in beautiful theatrical work is wonderful one act.

Apparent, shanghai is the below one town that the Coach that comes from new York means to razzia mainly. Traffic so “ new York “ concept, let a person very easily remember in those days beautiful Bao Lian, meet new York this likewise the brand that tide figure deduces practised, the China after 10 years still times suffer chase after hold in both hands.

This is Coach is in China to begin this in order to face form of popular theme beautiful field first what Ji Xin tastes promotion is prelusive. Ferial 3, on the weekend 4, the model with a certain number of renown fashionable clothing goes out in the in file in the Le Sheng with intense rhythm, the hand pulls of all kinds to deserve to act the role of, the skin is provided and vanity. Model people it is with walking along excellent way to reveal Qiu Dongxin is tasted not only, they are gone to after beautiful field downward the stage guides an audience to enter the Coach brand shop that 10 conditions do not give on the right side of T stage directly, the harbor that allowed this some long time collects shop to appear gave unprecedented lively appearance.

Coach big China and Japanese area president hold presiding apparitor Wei Ke concurrently to hold Louis in the palm (Victor Luis) each screen is watching dedicatedly in inn doorway and his group. He is apparent the show that him satisfaction sees, but still be sideways hold presiding apparitor Gao En concurrently to the Chinese division president beside oneself (Andre Cohen) published a comment: “Storefront is too small. “ next, he complements again on one: “In fact, the brand shop area that is in Shanghai is too small. The brand shop area that is in Shanghai is too small..

Really, regard Coach as the close on highway of Hong Kong empress person that the canal of the flagship store of 850 square metre accuses, the station collects the shop doorway of 123 square metre in harbor, honest hard cram appetite. Accept “ round-the-world entrepreneur “ when the special interview, wei Ke holds Louis in the palm and without concealing anything character, one of main purposes of own visit are to be the optional location of store of Shanghai Coach flagship in preparing to construct. “In Hong Kong, Shanghai these crucial cities open flagship store, seem to be raised in China removed a microphone, next the brand that you can publicize you to the whole nation. “ Louis says.

Although understand always according to people, be about to go 2009 is the tide since economic crisis tide a year when fall, it is luxury brand a bleak year more. But in fact, this also is high-end luxury is in China a year when quicken dilate. One of main competitors of Coach Gucci, the 1600 square metre that will open business in golden eagle general merchandise this year in June exceed brilliant of golden light of big flagship store, and such as luxury writes brand Switzerland Caran D ‘ Ache (triumphant Lan Di) also on September 8 inland the beach outside settle of first flagship store is contended for 18 numbers grab territory under one‘s control.

Same, coach also is thrown from what second half of the year began to strengthen pair of this one market 2008. It acts as agent in what the portion counter-purchased Hong Kong in September 2008 business, completed mainland representative professional work in April 2009 counter-purchase the job. 3% what although Coach is current,hold share of Chinese luxury market only, but what it has moved the target is very tall: In future 3 to 4 years inside open many 50 store newly, increase whole market share to 10% , before brand of luxury of market of ascend body China is ranked 3.

“Our current two big pillar are the United States and day our market, but China is the market that we pay close attention to most. “ the president is held the position of to hold presiding apparitor concurrently to amount to the Louis that already amounted to 3 years to say frankly in Coach Japan area, “Future, we hope China becomes the 3rd pillar. We hope China becomes the 3rd pillar..

Strategic tendency

Be located in the Coach of luxury doorsill position, ever was thought to meet great blow is harvested in crisis of this round of economy.

It is him fixed position all along “ the luxury that tentacle can get “ (Accessible Luxury) . Coach alleges the burnish that its purchase the luxury of strict adopy tradition such as raw material, but price is a half only, the self-identity that this earned the middle class that is a delegate with professional female and love.

The surface looks, its price compares opponent people have an advantage more — luxury brand resembles other masses consumable impossibly same, in economy low when confusing large-scale depreciate. But its person of the same trades actually is in this economy crisis still is to more or less begin to use covert adoption method, let salesperson and client have the discount introduction of quiet silence in storefront for instance.

This brought enormous immediate pressure to Coach. Although it has lowered disaster minimum as far as possible, the sale that the four seasons spends 778 million dollar is compared the corresponding period dropped only last year 1% , but its profit dropped 32% .

This lets it must be extended brand-new the market. It the Poppy set that this year the bottom will issue in June, doodle of color leap, printing is its characteristic, be in lock of target crowd key surely 16 to 25 years old, to Coach before the 25 consumer fixed position to female of 45 years old of professions are bold attempt and widen. According to “ wall street daily “ the average price of the vanity in Coach brand shop was statistic 2008 325 dollars, and in the vanity of the Poppy of new product line that it rolled out 2009 average price has 260 dollars only.

Nevertheless, still have a market that deserves advance side by side- do two or more things at once apparently, namely China. Company CEO Lu Falan overcomes blessing (Lew Frankfort) makes known his position clearly: 2010 will be Coach invests another times year, and this theme will be China. Be in only 2010 money year when the end, coach opens on 15 store in chinese mainland with respect to him hope. Also be to be in this year in May, it just appointed Andre division go smoothly to be its Chinese division president.

The model for painting of Chinese market comes from the success that is in Japan at Coach. It counter-purchased Japanese business 2001 hind, the brand government that native land group has directly scored huge success, had reached 700 million dollar in the sale nowadays that 100 million dollar never reachs 8 years inside time. Grow at full speed to this, the of first Louis that serves as a group is attributed to “ direct sale “ . “We carry the sale status of brushstroke brushstroke, the realistic understanding need to the client. “ he says.

But the difference of Japan and Chinese market also is in research and practice show. Coach place is aimed at 25 to 45 years old of ages paragraph female group, the white-collar is not in Japanese half the number, the white-collar scale that is in China is as high as 70% to arrive however 80% . “They have their demand, also have particular demand to design, because they are very independent, the white-collar woman that oneself can make a lot of decisions. “ Louis tells “ round-the-world entrepreneur “ , chinese white-collar female goes out to want to carry a bag only, the function is good, look to want again modern. The vanity that is more than A4 dimension slightly is designed from this and put in the market in great quantities, “The document can be put when go to work by day, carry directly in the evening go dining-room or bar also won‘t appear inflexible. Carry directly in the evening go dining-room or bar also won‘t appear inflexible..

In the distant view computation of Coach, income of Chinese family month is in 10 thousand to the crowd of ten thousand and five 2012 will by before 8 million rise to 16 million, the middle class consumption that cities of these line of just a little are about to erupt will be Chinese luxury the turning point of retail market, among them blame in order to not have too much live the professional white-collar female of pressure is dominant.

At the appointed time the number of total door inn that Coach is in complete China will amount to 80. In fact, the sale that continues to carry out much channel also is by “ Japanese mode “ the one part strategy of transplanting. “The grow in quantity of door inn and shop, can let we and consumer find each other easily. “ Louis says, “Show the product to the client ceaselessly, can the market with mainer clench. Can the market with mainer clench..

Consumer center is talked

The results can that contacts a client directly says to abound.

In Coach harbor the doorway that collect inn stops you can discover moment, a lot of people are to be in wear “ I Love Coach “ view of the don‘t bother to see me out below the enthusiastic go canvassing of T-shirt girls is beautiful, fill in before horny stage after registration form of data of consumer individual information, reentrance storefront one dug unexpectedly. “We also cannot think of formerly, 10 inside having close half the number formerly about is to had not heard of Coach. “ a counterjumper admits.

The compose of store of Coach Shanghai flagship is built will finish further adjacent consumer, open famous spent ideal. As Coach will be finished formally on April 1 this year right handsome consider group China retail trade the biggest movement after Wu is counter-purchased, it can display dress of towel of the man things with rarely seen inn of Coach general door, sunglass, silk to wait for all fronts product, the culture of elaborate brand whole experiences, the door store that implements cheerful freedom completely is experienced.

“Consumer studies “ it is Coach all throws huge endurance job in the whole world, this and average foot Gao Qiang give priority to the luxury brand practice that guide to be widely divergent with stylist.

To Coach, design innovation and market logic are likewise essential, do not divide almost the same. The way that knows client demand has 3 kinds commonly: The first kind is to depend on the experience inside course of study and intuition; The 2nd kind is direct with client contact with, go actively communicating with understanding; The 3rd kind is the survey that should make a lot of indirect sexes, include behavior analysis, and the crowd beside research target female. Training ask a question is the obligatory course of the door store manager of a gleam of and salesperson, once a week discussion conference of each store manager is in China also be carried out strictly.

“An information adds an information to be able to give you a brand-new inspiration, achieve add be more than the effect of 2. “ Louis says, “We need a lot of data and fact, those who will support our place to make is all and decision-making. Those who will support our place to make is all and decision-making..

Coach

brand · China · Coach · market · year

Global banking crisis erupts let Euramerican the consumer that waits for traditional bishop to consume big country tightened up moneybag, and impetus is consumed in Chinese bishop high end strong. Release as what new rich estate consumes demand, wine of high-end wine place of business makes product of market sell like hot cakes gradually, as a result appeared brand of wine of place of business of on 1000 wine, let the not know what to do when consumer is being bought. A few days ago, zhang Yucheng establishs those who own brand of place of business of 7 old top class wine “ place of business of wine of Zhang Yu international is allied “ , unified imprint this alliance marks, made the status label that identifies easily for wine of high-end wine place of business, great and convenient consumer buys an option.

According to relevant statistic, 25% what at present Chinese luxury consumption already took global market, exceed the United States to become the 2nd big luxury of world to consume a country first, wine of wine place of business becomes the strategic area that military strategist in ancient China contends for surely. During National Day, the domestic brand race to control such as place of business of wine of wine of ice of cereal of ice of place of business of wine of international of fort of Zhang Yuai Fei, gold the conspicuous position of red wine shop, came from the brand of wine of foreign wine place of business such as France, Italy to also increase sales promotion investment.

Competition of wine of place of business of domestic and international wine is added increasingly drama, brought about complicated and confusing of all the more of market of wine of domestic high end. Some marking a price that do not poor, some has a few yuan only however, this created great tangle to consumer choose and buy.

The face buys bewilderment to consumer, make a kind new-style “ international wine place of business is allied “ brand emerge as the times require. Pass global brand combination, zhangyu rolled out New Zealand early or late Er of wave of place of business of wine of Zhang Yukai benefit, France pulls straightforward of suddenly of eulogy wine place of business, France more the Zhang Yuxian in cc of place of business of the wine inside Sang De, Italy sharp edge, and place of business of wine of wine of ice of cereal of ice of gold of place of business of wine of international of fort of Zhang Yuai Fei, Zhang Yu, Zhang Yu Custer brand of place of business of joint-stock wine of big country of wine Zhuang San.

Place of business of 7 old wine all comes from alliance of place of business of wine of Zhang Yu international on the world main and high grade produce a division, each have style distinguishing feature, like New Zealand the long lovesickness of triumphant benefit does gold of white, Zhang Yu to put cereal on the ice to put wine on the ice, be in respective wine kind in have great reputation, the consumer that diverse demand is here provided sufficient choice space. In the meantime, er of wave of place of business of wine of international of fort of Zhang Yuai Fei, France pulls straightforward of suddenly of eulogy wine place of business, France more the brand of place of business of a few wine such as place of business of the wine inside mulberry heart enjoys extremely tall reputation, it is bishop of true 1000 yuan of class.

On the other hand, of brand of foreign wine place of business swarm into without foreword reach market of high end of domestic brand random war, bring about the good and bad are intermingled of quality of product of wine of wine place of business finally. What there is banner of wine of wine place of business on the market is cheap “ foreign rubbish “ can be found everywhere.

The expert points out, brand of alliance of place of business of wine of Zhang Yu international is rolled out, break hopeful this one situation thoroughly, choose for consumer in the high-end market of good and evil people mixed up gave wine of true wine place of business top class brand, and with Zhang Yu hundred years character serves as oneself assure, offerred brand credit to assure for place of business of 7 old wine, make the high-end identity of wine of wine place of business more clear, reduced the cost of time of choose and buy of consumer.

Place of business of wine of international of wine of wine place of business is allied

brand · business · place · wine · Zhang

Although global banking crisis is affected have not subsidise, luxury consumption of China appeared to go against force growth 2009 however. This also lets numerous world top brand value Chinese market more sturdily.

Release recently “ global luxury market reports “ say, each big luxury brand reached 9.6 billion dollar in sale hopeful of China 2009, this number rises 12% than 2008.

Below the setting that still did not cast off financial crisis influence thoroughly in the whole world, consumer of Chinese high end consumes habit and concept to its hold to, brand of luxury of your whole world more value the market with this huge potential.

Enjoy “ gem clock “ beautiful praise the whole world is top class and costly brand count, show of athletics of a polo was held in Beijing recently, will celebrate wrist of the PiagetPoloFortyFive below the banner to express series to land Chinese market with this. This series is to mark PiagetPolo series 30 years and special make, include 4 athletic wrist lists that make with titanium metal.

The activity that day attracted distinguished personages of hundreds all circles to show up, international star Zhang Zhen also appears in the spot, taste newly for count go to situation. Wen Xingxian of horse of count China president is born and FranckTouzeau of horological department inspector general leads count whole world personally polo phalanx, will convey the attention of pair of China markets with this.

In fact, count is not the luxury brand that values Chinese market exclusively. Farad benefit held dinner of a beneficent evening in Beijing recently, rolled out the whole world exclusive allusion of art of edition of set limit to of China of 599GTBFiorano of benefit of a farad hides racing bike.

The benefit of guest of luxurious car brand that comes from England established special set limit to 60 years to produce 5 for 90 years of birthday and new China even “ guest benefit 90 years “ racing bike of collect carefully edition, supply Chinese market solely. The Zhengzhou international vehicle that holding is exhibited on, this mysterious and precious racing bike caused the high attention of Chinese consumer.

Luxury consumes Chinese market

brand · China · Chinese · market · world

The marketRely on public praise to be able to capture the fort in client heart

Fashionable famous brand enters household, it is another road that its make money of course, because since had becamed famous, recumbent brand, sell what to cannot make money? But undeniable, famous brand has the value of famous brand oneself, it won‘t fool casually others, and a ready source of money — the brand is done dead, should say, these famous brand that enter household field are more discreet still, what it brings is delicate not only, elegant, still brought culture of a kind of consumption.

Consumer him Lin Mo also does household, but the household articles for use that Armani also bought in his home, he says: “With day price fragrance enlighten household is compared, the household articles for use of Armani arrives in 100 yuan tens of 10 thousand yuan differ, can not afford product of classical Chinese ink grey series, can consider to collect to embed the Gazebo candlestick that Armani Casa silver makes Logo first. “ this also is the place with the most inviting product of famous brand household, buddhist nun of Ma of A of no less than place character: “Grace is not to let a person notice it, let a person remember it however. Let a person remember it however..

Famous brand ransacks line

Fashionable famous brand blows a high wind

Home Gucci tastes: Delicate still

The product involves: The candle, tableware, wall paper, bath towel

It is the Gucci that does fashionable dress shoe to surround a design originally, handle stretched household sphere now, figure of its nigger-brown, double G is able to withhold persistently, the product is given priority to with domestic act the role ofing.

Bath towel of Herm é S

Herm é Home S tastes: Grade is distinctive

The product involves: Tableware, bath towel, glasswork

With its of familial tailor harness masterly technology, continueing changeless careful handiwork and simple sense, herm é S becomes include skin to provide eventually, the whole set international such as articles for use of towel of dress, silk, perfume, household the kingdom of top class high-quality goods. The design of household articles for use of Herm é S is classical and easy, pay attention to detail.

Burberry lives in things

Home BURBERRY acts the role of: Simple and natural

The product involves: Glasswork, tableware, towel

The home of BURBERRY is acted the role of already traditional elegance, be full of contemporary breath again; It is worn through the forceful characteristic emersion that identifies easily a certain brilliant times, those who reveal a humanitarian drive is basic and idiosyncratic.

Armani sofa

Armani furniture: Refined as before

The product involves: Furniture, cloth art

Armani need not be described in the influence of fashionable dress bound, the color of household brand Armani Casa that founded 2000 is contracted, pure, clear, plus fine detail, make its disposition bright.

Versace: Sexy costly

The product involves: Mosaic, Wei Yu, china

The china of Versace, each beautiful round of beautiful Huan. Of popular fashion first division Gianni Versace, cooperate with Rosenthal since 1993, the Versace series china that begins to produce lets table become the new territory that is full of an illusion.

Home Christian Dior is tasted: High and uncommon

The product involves: Tableware, bedding

Christian Dior is in of fashionable bound famous degree also need not say more, may 2002, its live in series to also come out subsequently. Dior furniture is design key with high, vogue, be like crystal, china, black Tan Mu to wait with valuable data coordinate polychromatic air, make the product that gives extremely rich contemporary sense.

Pierre Cardin: Elegant contracted

The product involves: Furniture, bedding

Its bedding took one aweather case of Ka Dan: Elegance, showily, vogue, contracted.

Household of fashionable famous brand is costly

brand · famous · household · involves · product