Brand Watches Information Report: Gucci now has 35 stores in China, covering 26 cities, and plans in the next three years in China continues to open 20 stores. Gucci Chairman and Chief Executive PatriziodiMarco that since the age of most of China's affluent population only close to the 40 or 40s, this enormous market potential. If all goes well, the market in the next few years to become a major global markets. But it is also a very competitive market, many brands are hard landing in China, the market where there are already many competitors.
Gucci now has 35 stores in China, covering 26 cities
Gucci China policy
"If all goes well, the market in the next few years to become a major global markets." Gucci said Chairman and Chief Executive PatriziodiMarco.
Bain & Company announced the end of 2009, "reports the global luxury market," said luxury goods in Mainland China in 2009 over 9.6 billion U.S. dollars, an increase of 12%. In addition, consumers are still outside the Mainland of China for about 11.6 billion purchase of a luxury.
China overtook the United States, second only to Japan's luxury consumer.
To December 2009, the Chinese luxury goods 27.5% share of the world. The United States, Japan and Europe, respectively, in 2009, fell by 16%, 10% and 8%.
Estimated according to Bain & Company, the Chinese luxury goods market growth in the next 5 years, 20% to 35%. Consulting firm in Boston, "the battle sites after the era of the Chinese luxury goods market," the report, 5 to 7 years, to the luxury market in China in 2015 totaled 248 billion yuan, accounting for 29% of the global market.
From the second half of 2008, many luxury brands face their history, "Waterloo", but the steering seems to Gucci than other brands to come early.
Gucci PatriziodiMarco said China now has 35 branches, covering 26 cities and plans in the next three years in China continues to open 20 stores.
As most of China's affluent population, close to the age of only 40 or 40s, this enormous market potential. If all goes well, the market in the next few years to become a major global markets.
How do the Chinese market for "luxury and Commander", PatriziodiMarco that this is a highly competitive market, many brands are hard landing in China, the market where there are already many competitors.
But I am still very confident in the Chinese market, the key is to have a reasonable number of reasonable size, a reasonable position and reasonable operation of the branch.
For many families of luxury brands, the biggest feature is stubborn, but Gucci has come out of the ranks, but also seems out of this very nice definition.
In the financial crisis, Gucci soon found the main direction of their own, that is, from the decline of traditional markets to emerging markets.
"There are already more and more Chinese consumers into our stores, they will consult on some of our bags about it, touch them, ask many questions, and then walked out to go, but they will be back soon." PatriziodiMarco Speaking of China, the humble and firm.
Looking for "middle class"
"In the current market, customers want cost-effective products, do not need a lot of different styles of handbags, two or three is enough." Pa-triziodiMarco said.
Gucci original position is high-end consumer group, but now Gucci is adjusting the positioning of this special time of the. They need the support of the middle class, in the global market, Gucci began to consider "to the line."
PatriziodiMarco said the Gucci products, product mix is now more emphasis on upgrading and concentration, greater emphasis on the high-priced products and unique design and technology. The most obvious example of this is a classic collection of Gucci models such as the introduction of NewJackie, IconBit and NewBamboo IconBit and Diamante handbags and luggage series.
They are from the "pyramid" there is one point away from the people would accept the product.
At the same time, PatriziodiMarco that is currently working on ways to build less expensive new shops, as well as accelerate its turn a profit.
Store design has always been a luxury to see the heavy, for the world's major passenger luxury fashion retail stores have declined, Gucci focus on enhancing service standards to improve the customer shopping experience. Need to enhance the consumer experience nature and habits of consumers to obtain a better understanding to predict consumer demand and desire. Today, Gucci is the implementation of global customer relationship marketing system to enhance the effect of this flow of information. At the same time only use the global creative director of Gucci in 2008 FridaGiannini Fifth Avenue flagship store in New York with the design.
PatriziodiMarco said the global expansion of Gucci Direct retail network is still a priority for the company, such as in China, Gucci's Guide Network in 2009, developed from 22 to 30. Meanwhile, Gucci to new partners with the local form of joint ventures to enter the Indian market, opened in New Delhi, India, the third branch. In addition, in Brazil, has opened its first Gucci store.
Financial crisis, Gucci's policy more "economic."
Gucci The strategy includes the adjustment of product pricing and product mix, process and pay more attention to the brand tradition of global store design optimization, supply chain management performance and stressed in the market and strike a balance between brand communication. At the same time, Gucci has also conducted a comprehensive examination of internal processes, not only cut costs, but also through the detailed study of the re-planning process, streamlining the structure so as to enhance business efficiency.
Return to the traditional
"TomFord10 years ago created a myth of invincibility, but his personal style more and more difficult to combine with Gucci. I want to do is to make it closer to the spirit of Gucci kernel itself." Gucci's creative director, said FridaGiannini .
Gucci So what constitutes the spiritual core itself? PatriziodiMarco give us the answer is, unique, high quality, made in Italy, Italian craftsmanship and style on the authority interpretation.
Giannini with the design of roaming range from flowers to diamonds of all accessories Maxianshan ring products, "If you want to appreciate the brand, you have to respect the brand."
"He can put the traditional Gucci perfect combination of classic and modern." PatriziodiMarco said of the new creative director Giannini.
Frida Giannini the Gucci brand positioning perfectly able to grasp the dichotomy, the full integration of modern and traditional, technology and innovation, something new and better, can in many competitors.
In marketing and communications, in mid-2010 further emphasized the Gucci brand's unique binary relation soul will be with the authority of the traditional luxury fashion brand with the integration of all activities were interpreted. VIP customers to the retail sale of technology to introduce live display, visual display Gucci craftsman craftsmanship; the first time in 20 years after the return to the top ranks of the equestrian event sponsors, event sponsors Gucci Paris Masters; Gucci lifestyle App application; pm Icon, Temporary mobile store shoes, these are the Gucci in the year the brand will be the introduction of traditional and innovative vivid illustration of life.
Because of the economic crises, Gucci become different, "which is part of life, I do not see any complexity. If you just want some easy passes, it may not suit you here." PatriziodiMarco said.
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