Swords across the street: Gucci and Prada "fight" Shanghai

"2009 China Luxury Goods Report" pointed out: China surpasses the United States as the world's second largest consumer of luxury goods

In order to prove his "top" status, is there anything more persuasive than "Guangkaidian" or "opening big shop"?

After Gucci opened a 2,000-square-meter flagship store in Shanghai on a diamond plot in Shanghai, it was immediately reported that Louis Vuitton (LV), which has been stationed at Hang Lung Plaza for many years, will also “extend shop” with the goal of achieving at least The size of the Gucci store. For this rumors, Louis Vuitton Chinese companies are undecided about CBN reporters. The information they provided to reporters shows that their current store space in Hang Lung is 900 square meters, and there is no expansion plan available for public release.

The above-mentioned top two luxury brands in the world did not "fight". Another Italian luxury brand emerged from the Chinese market.

Looking across the street from Gucci’s newly opened shop in June, Prada was the brand for this round of operations. Prada salesmen who previously occupied only one regular store in Plaza 66 confirmed to reporters that they will indeed be in 2 months’ time. Open a new store, the store will have a two-tiered scale. The original location of this shop was a Japanese jewelry brand.

In fact, under the background of the economic crisis, the capital status of the Italian brand that is actively expanding stores is not so good. As the comparable single-store sales fell during the past year, it directly led to the shrinking of disposable cash in Prada. The increase in costs during the same period is even worse. After reorganizing $1.6 billion in debt in April this year, they were able to obtain new outlets for cash expansion. Last year, Prada opened 20 stores, including outlets in London, Los Angeles and Kuala Lumpur, and they also served as display centers in Seoul.

The reporter learned from the official website of Prada that Prada has now opened eight stores in mainland China, including Chengdu, Qingdao, and second-tier cities such as Shenyang and Xi’an. The number of shops is second only to Hong Kong (9) and Japan (13). In contrast, in the birthplace of Italy, the brand has 8 stores and 9 in the United States.

In the past year, the consumption of the luxury goods market has shown a trend of shifting. In addition to the layout of shops, the operating figures can also serve as a powerful argument.

The reporter learned that: In the first quarter of 2009, the total sales of the high-end consumer goods group Gucci Group, which is part of the French PPR Group, fell by 3.4% over the same period of last year (exchange rate considerations), but in the Asia Pacific region (excluding Japan) Revenue has surged by 25%, and the increase of 13% in Greater China has contributed much to this. In the same period, the situation of the Swiss Richemont Group is similar to this: as of the end of March this year, Richemont Group's sales in the previous year increased by only 2%, while sales in the Asia-Pacific region (excluding Japan) increased dramatically by 14%. .

Last year, the growth rate of luxury goods consumption in Europe was only half of 2007, the United States was basically the same as before, and Japan had a negative growth. In this context, “the industry believes that the demand for international luxury brands is generally declining in Europe, the Americas, and Japan. However, the results of this investigation make us gratified: the economic downturn has not caused too much impact on the Chinese mainland, and the market is still There is very great potential for development,” said Christophe Cais, executive director of Albatross Consulting, a luxury goods market research firm in Asia, who analyzed the report. And Jean-Michel Dumont, president of Rodrígueze Asia, confirmed that after the financial crisis, major luxury brands further realized the importance of the Chinese market. China's first-tier cities are strategic fortresses for establishing and consolidating their brands, while second-tier cities will be the key to winning the Chinese market.

"As of January of this year, China's total luxury goods consumption has accounted for 25% of the global market, reaching US$8.6 billion, surpassing the United States for the first time and becoming the world's second-largest consumer of luxury goods." Albatross Global Solutions'Mission ) Joint Ludwig Public Relations yesterday announced the "2009 China Luxury Goods Report" (hereinafter referred to as the "Report") pointed out.

According to a survey conducted by two agencies on 1,000 consumers with an annual income of RMB 240,000, more than 50% of respondents determined that their consumer behavior will not be affected, while only 20% of respondents indicated that they would There is no confidence in one-year spending power.

The sample survey results published in the "Report": Louis Vuitton, Chanel and Gucci have already ranked among the top three "referral rates" of consumers in mainland China, while Prada is in the mention rate of consumers in Hong Kong. And Gucci tied for third.

"The personal use, personal gifts, and business contacts are the three reasons for buying luxury goods. In second-tier cities, the number of people who buy for the purpose of 'business contacts' is more than three times the number of first-tier cities," said Christophe Cais.