Recently, the global luxury big life is not easy. Following the poor BURBERRY and the the LVMH Group sigh situation, GUCCI also known as the business situation in China is worse than before. This period, the Vice-line products tend to give luxury brands to support, but Gucci (GUCCI) Vice-line to the force is not large. "GUCCI in China started in the bags, but also watches, jewelry and other product lines, but the Chinese people are not familiar with."
Luxury cold snap
Spread GUCCI
Recently, GUCCI is becoming increasingly difficult to operate in the Chinese market, the competition has become increasingly fierce. The data show that the brand's revenue in the third quarter of this year increased by only 7%, compared to the first quarter, an increase of 12% and 10% in the second quarter, showing a downtrend.
The reporting performance decline is not the only luxury brand GUCCI an LVMH Group fashion items and leather goods sales are not as expected, its third quarter sales growth of only 5%.
Under the dual pressures of the global economic downturn and economic slowdown in China, the luxury brand in China's unsatisfactory performance is not a strange phenomenon. Plus more and more consumers get tired of the overwhelming LOGO offensive as well as big-name imitations flooding adversely affected, not just the economic situation in the brand in front of this conundrum.
It is worth noting that, compared to other similar brands, GUCCI action in China in recent years frequently. Pushing the menswear business, and plans to add 10 stores in China this year, discount stores opened in Guangzhou and Tianjin. GUCCI an eagerness to actively explore the Chinese market, but the same could not escape the luxury cold, where is the reason?
Lack
Vice lines strong support
Speaking GUCCI, to work in the media company, Wang first thought is "bamboo bag," I the GUCCI will only look at the package and shoes, and other products will not be too concerned about, because I think that GUCCI is package the most famous " .
It seems that many consumers have this logic, a product of a certain brand of scream the loudest, to this brand can also look at the product. If this logic holds, then a lot of problems may be difficult to explain.
Sixiangjia luxury, CEO music Yaohui recently in 2023, GUCCI products increasingly bland design explosive weak attractive to consumers is not as before.
On this premise, the poor economic situation, lead the GUCCI core consumer groups - decline in the purchasing power of middle-class white-collar For these consumers, GUCCI star product of the guidance and influence the most in their minds than the package bags. The most famous products harder to sell the brand was not any other sub-line products can effectively fill that gap, and also nothing wrong with a decline in sales.
The cause of this situation is that people for the GUCCI brand awareness is not deep enough, GUCCI in China started in the bags, but also watches, jewelry and other product lines, but the Chinese people are not familiar with. "Fashion 100 Network Operations Director Duan Zhiqiang Road, "the brand should improve brand sales within the structure, to seek a new growth point, and let the customers are familiar with them."
Second-tier market
Can not put out a dilemma
From GUCCI decision-making point of view, the brand seems to think that these problems exist only in the relatively mature tier cities, look into the not too picky men's business and slightly astringent second and third tier cities, maybe the situation will be improved .
GUCCI Ms. bags famous Chinese brand also has sex, probably in the minds of the Chinese people, GUCCI is a beautiful female temperament. Duan Zhiqiang said menswear sales fight, but women no doubt, however, has always been a male point of view to express the brand meaning than the female perspective lack of flexibility in the brand image of women deeply rooted in the premise, GUCCI the main push men's ability to obtain huge business influence and a large number of loyal customers, and how it works is the key.
In addition, the second and third tier cities in China market has been the first-tier cities and overseas channels radiation is not high, the cost of the purchasing power of the crowd to go to the first-tier cities to buy luxury, also was enthusiastic about purchasing, travel abroad, and other ways to buy luxury goods. The brand also need some time to wait for the validation and recognition of consumers, to the second and third tier cities shop excessive shop in two or three cities, also may overdrafts out part of the loss of the customers of the superiority of the first-tier cities.
Duan Zhiqiang brand most attention should be paid or the sales of the first-tier cities, the role of the equivalent of first-tier city consumers setter, affect national model in the second and third tier cities to shop, the best choice for own consumption ability and has a radiation the ability of the city. "
Extended reading
Sub-line star luxury
A big luxury has its own most famous competitive products or series, of which there are some brand had a strong showing in several product categories, diversified category structure can effectively strengthen brand reputation and customer viscosity.
Chanel (Chanel): Many young girls regard as a dream has Chanel2.55 bags, both entry-level classic or continue to be introduced to upgrade paragraph 2.55 charm enduring. However, Chanel perfume and watch also for the brand to make a huge contribution to Chanel NO5 perfume 5 become a magic number of the perfume industry, representing a beautiful legend.
Ferragamo (Salvatore Ferragamo): shoe started, handmade leather goods brand known for its high-quality design and exquisite craft. At the same time, the brand also has a good performance in the clothing and jewelry category. In the first half of this year, the former boss, Salvatore Ferragamo and Bulgari jewelry brand Gianni Bulgari (Gianni Bulgari) launch the a new special Valentine jewelry series - Intreccio.
Cartier (Cartier): known as the "king of jewelers Cartier jewelry and watch the performance also equally matched. ballon bleu de Cartier blue balloon watch become the best-selling models, the Cartier personalized jewelry is also essential goods and foreign stars walking the red carpet.
