Burberry: China’s domestic market luxury goods differentiation Burberry LV brakes –
China’s domestic market this year, luxury goods show split Burberry LV “brakes”: Earlier, luxury brand Burberry profit warning, the market worried about the prospects for luxury goods. However, PRADA (Prada, Hong Kong stocks 01913) recently announced interim results, no doubt for the entire market into a tonic.
PRADA in the first half of this year’s performance shows that its interim net profit of 286 million euros, a substantial increase of 59.5%, the global region of various types of merchandise sales have increased significantly, which is particularly strong growth in the Asia-Pacific region, becoming the company’s fastest growing Region, net sales increased by 44.7%. Analysts said that with super purchasing power of Chinese consumers is still supporting the absolute growth of the global luxury goods.
Although PRADA mid-term data show its strong growth, but in fact from mid-August, luxury brands appear different performance. Some media pointed out that the brand specifically manufacturing lower-priced products are suffering from the economic downturn, but the high-end line of the brand growth is still good, Hermes last month to increase its 2012 sales growth target to 12%.
Mid-year report shows that the first half of the region to achieve growth, the Asia-Pacific region thriving, becoming the fastest growing region of the company. Data show that Asia-Pacific market growth and production are high, net sales of 532.5 million euros, an increase of 44.7%, accounting for 34.9% of net sales, compared with the same period last year increased by two percentage points. According to reports, its growth is almost entirely from the retail channel. The media said that due to strong growth in the Asia-Pacific region during the period, PRADA Chief Executive Officer Patrizio Bertelli said in an analyst meeting throughout the year to maintain same-store sales growth double-digit target.
As the second largest market, net sales in Europe totaled 348.7 million euros, accounting for 22.9% of total net sales, up 39.1% year on year. The report shows that the main reason is that the depreciation of the euro led to the continued growth in the number of passengers.
In the category of goods, leather goods sales rose 52%, clothing and footwear sales were up 17% and 14%. Geographically, sales in the Asia-Pacific region rose 44%, while the European region due to consumer spending, revenue increased by 31%, Americas sales rose 30%, Japan rose 34%.
Luxury goods sales weakness and other reports meet the newspapers, and luxury professional researchers believe that luxury consumption is not so much slow, it is better to say that the luxury market differentiation. In fact, since 2012, jewelry, watches, cars, luggage and other industries a number of high-end brand data show that the Chinese market performance in the years after the accelerated growth has begun to show signs of decline in growth.
Reporters learned that the luxury brand Burberry in the second quarter of this year (first quarter) sales rose 18%, while in the previous six months, the growth rate of up to 34%. Due to the Asia-Pacific market downturn led to Burberry performance is not expected, the release of Burberry shares in the London market fell 7%. Also in the Asia-Pacific market performance “brakes” and luxury goods giant LVMH Group, although the overall sales in the first half to maintain growth, China’s sales performance has been a rare slight decline.
Foreign Economics and Trade University Xiangqi luxury research center researcher Faye Wong told this reporter that the brand well-known luxury brand will be more resilient, “the whole economic expectations is the main reason for the impact of luxury sales, and seasonal factors relative impact less”.
The current 25 to 40-year-old young people in the luxury consumption of a higher level of maturity, “because of its overseas experience and high-end consumer experience, coupled with their ability to accept new things quickly, so the consumer groups are relatively mature ”
Some analysts pointed out that in China’s economic slowdown in the case of short-term irrational, external conspicuous luxury consumption will be subject to certain inhibition. At present, those who are more personalized, with cultural connotations and can maintain a constant value, and advancing with the times the luxury brand to win the favor of China’s high-end consumers.
Burberry with digital to attract Chinese consumers ~
In Burberry China stores, all employees will be equipped with Apple’s iPad, to help customers booking the product. Burberry has a total of 5,000 products.
Burberry in March launched for the Chinese consumers online shopping site, polylactic acid A186F card transformation program.There are rivets decorating the price of RMB 40000, motorcycle leather jacket price of RMB35,000. Consumers can also use the Chinese online chat Tissot system to enjoy 24 hours customer service.
On April 21 news, Burberry has announced its first fashion show in China on its global website and the Chinese Burberry website. Chinese website is launched in February. The application of holographic projection techniques to create a real model and fake model of the combination of images, to create a magic or real consequences in the show.
Allen said that China is now the fastest growing market for Burberry, and will be the next five years for the company’s largest market. At the end of the third quarter of December, the Chinese store sales for at least one year increased by 30%, and global revenues grew 27% from the same period last year to ￡ 470 million ($ 768 million).
For Burberry, the Chinese consumers in the Chinese state are concerned.
Young Chinese consumers are promoting the promotion of global luxury business. Younger consumers are also the whirlpool of China’s e-commerce. A lot of luxury goods retailers are building a website to facilitate the Chinese people to buy handbags and other high-end products.
Allenz said that for the Chinese tourists often go to travel and shopping in other countries, Burberry for these stores equipped with about 50 can speak vulgar words and Cantonese sales representatives.
Burberry also created an account in happy network and watercress network , as well as Youku online. At the same time also opened Sina microblogging, announced two Chinese celebrities on Burberry’s criticism, the current Burberry in Sina microblogging fans across the 90,000 people.
On the evening of November 1, Burberry opened in Hong Kong’s new flagship store, fashion godfather Tony was invited to attend, and Sammi Cheng, Li Zhiting, Huang Weiwen, Xu Hao Ying and other fashion people with a large fashion taste. That night, good at managing the rich color of Tony and then play “color” nature, stunning steal the spotlight.
As one of the leading players in the fashion circle, sharp eyes, keen sense of smell, and gall “color” extraordinary, able to control a variety of fashion style, Tony has become a lot of big international guests, in a variety of important Fashion occasions can see his shadow.
At the scene, Tony is also generous to teach people, said at the moment concerned about the latest fashion information, but also to boldly try to open the attitude to meet the trend, show their fashion attitude and style.
Sammi Cheng Burberry brand Hong Kong Pacific Place flagship store activities, this new store area of 21,500 square feet (about 2000 square meters), is the world’s largest Burberry store. Shop design follows the concept of Burberry concept in the store set up a first-class audio and video display space, the reality and digital virtual elements into one.
1997 due to changes in management, the current CEO Rose Marie Bravo to join, Burberry direction had changed, as has always been mainly provided by the royal family and the older celebrity clothing for various levels of customers, to further expand the guest network. 2001, Burberry Creative Director Christopher Bailey in under the leadership of senior men and women launched the Prorsum series, not only inject new end element of the classic trench coat and plaid pattern, fashion is also a brand new image of a wash in the past ancient image. In addition, when it was Burberry Check adding a new color – black, red plaid, and recruited supermodel Kate Moss and Stella Tennant wore Burberry Check bikini photo-shoot, but also the brand was in the revival of the low tide Burberry, make sales doubled, and become a hundred years the highest annual sales. And in 2003, Burberry was launched by founder ThomasBurberry named the new series, to provide more timely younger lightweight clothing, and further promote the brand to younger tastes owners. BLACK LABEL expensive.
Burberry loved by Asians, but more the rush of the Japanese. Burberry view of the Japanese market appeal and hot, especially in a cooperative manner franchise so that Japan produced by the local design, colors more vivid than the younger and cheaper than Burberry blue label. Its products also only to Japan as the only sales region, nor even as the British headquarters may be located in two series of branded retail service. Burberry London is different steady, solid, Burberry Blue Label impression is light and simple, so many young girls also love the Blue Label products.
July 2016, Burberry announced Mark – Gebei Di Chief Creative Officer CEO.
August 1, 2016, Burberry announced 54 million pounds acquisition of Chinese agents in the hands of Sparkle Roll Group the remaining 15% stake in the Chinese company, and Sparkle Roll Group announced that shareholders withdraw. After completion of the transaction, Burberry will hold a 100% stake in Chinese business.
Burberry is a British clothing brand Old qualified. 1835 Thomas Burberry designed a waterproof coat, called it “gabardine” because Edward VII of the customary command, “Give me Burberry” named “Burberry”. Famous magazine “Men” good overview of the performance characteristics of Burberry clothing: “Burberry clothing can best withstand cold, hot, rain, storms, in a cold climate can form a good environment for human clothing.
Early hunting and fishing equipment must have a weather-proof effect, able to withstand considerable wind and rain, and also have good air permeability. Burberry clothing to meet this requirement, provide excellent wearability. After the invention of the automobile, Burberry launched immediately driving wear for men, women, whether closed or open car car, Burberry can adjust their own making which adapts to meet the different tastes and styles. In fact, to meet customers’ requirements of taste and style, “the source is the Burberry design. The traditional “Burberry check” and “New House Swagger” protect British trademark registration by the Authority, has been widely used in Burberry designed to Prorsum Horse (Pulang Hugh House) is a trademark of the series of accessories, bags , cosmetics and watches manufactured in Switzerland are also typical Burberry style features.
Today, Burberry, the typical style of traditional British brands have been household names in the world. It is like a samurai armor, protecting the clothing culture of the United Kingdom.
Many people think that this is a new series of Burberry, in fact, this series windbreaker just launched in recent years, independent of the classic trench coat series – exclusive and can not be considered a separate product line.
Personal feeling is that the Department of Heritage coat Burberry Prorsum after the station onto the catwalk, the introduction of the core markets face a classic trench coat products. Heritage translated the tradition, heritage, you can verify the status of the series at Burberry all product lines inside.
Heritage trench coat fabrics used in all Gaba Austin, divided into three series. London more than the slim, passing all the details Burberry trench coat; in this series is divided Slim style Sandringham, fashion models Kensington, classic style Westminster.
The difference between Sandringham and Kensington, Sandringham has princess line cutting, more income waist, more agile; and Kensington canceled this princess lines, more casual, relaxed, and the back of the rain gear is also extended.
For most Asian women choose slim cropped Sandringham more appropriate.