In the doldrums of the market environment for a long time the luxury brand, gradually see the warmer of the dawn to LVMH Group, represented by a number of international luxury goods group recently released earnings show that the recent group performance has achieved double-digit growth, LVMH Group sales grew 13.6%; Kaoyun Group sales grew 23.2%; and Hermes in the first half fiscal year net profit growth of 11% .In the face of consumer trends to upgrade the trend, the luxury goods group began to try to touch the flash shop New retail model, replaced the core designer to bet on young consumer groups.However, there are also analysts believe that the product itself as the core of the new shopping era, the past to the brand as the core of the luxury camp, will face from the high-end small Public brands and even mass brand boutique products such as the squeeze.
Brand performance to pick up
Luxury goods industry signs of recovery, a number of luxury goods group performance has rebounded significantly.Intel Luxury Group LVMH recently released three quarterly show that during the reporting period the Group achieved sales of 10.38 billion euros, an increase of 13.6%; Kai Yun Group also Three quarterly, said the Group achieved total sales rose 23.2% to 3.92 billion euros, of which Gucci and Yves Saint Laurent performance eye-catching, sales growth of 42.8%, respectively, 17.7%.
Compared to LVMH Group and Kaiyun Group's strong performance, Richemont Group's performance is still in the stage of gradual recovery.According to Richemont Group revealed that as of September 30 the first half of fiscal year, sales are expected to increase by 10% Operating profit is expected to grow by 45% over the first five months of the 2017-2018 fiscal year, with sales up 10% YoY and 12% growth in April-August.
In addition, the French luxury giant Hermes in the first half of 2017 to achieve operating income of 2.71 billion euros, net profit of 605 million euros, an increase of 11% year on year, operating profit margin from 33.9% over the same period last year to 34.3% The
Bet on the young market
In recent years, many consumers, especially the Millennium generation will buy luxury channels to the line, in order to meet consumer spending habits, luxury brands began to accelerate the layout of the luxury market, There are data show that most consumers are more accustomed to mobile phone through the mobile side to browse and buy goods, the domestic market, the current luxury online sales accounted for 20% of the overall domestic sales.
At the same time the major luxury brands in order to seize the young market, but also timely introduction for young consumers marketing strategy.For example, LVMH Group's brand LV this year launched LV × KOONS and LV × Supreme joint series to meet the needs of young consumers; LVMH Group also introduced more than 150 brands of luxury fashion business platform 24Sevres.com, and in July this year in China on-line operation. Hermes Group also launched this year, the new perfume Twilly, young consumers as the main audience.
In order to cater to the younger generation, Gucci has once again replaced the brand designer.The industry pointed out that Gucci's performance rebounded in fact mainly due to the replacement of the designer, the newly appointed creative director Alessandro Michele after taking office in the first show Performance can be seen, compared with the previous product, Gucci younger trend is more and more obvious.
There is still operating pressure
With the luxury goods consumption boom continued to improve, the brand has begun to re-enter the steady growth of the track, but the luxury industry brand competition is still fierce.Partender co-founder, Fortune Quality Research Institute, said Zhou Ting, luxury goods industry The main reason for the success of the luxury brand product innovation results, compensatory consumption, the global spread narrowed, customs strict control, narrow investment channels and strict foreign exchange export supervision and other factors.
Although the market began to pick up, but the luxury goods industry is still facing pressure from all sides.Zhou Ting said that the brand, the consumer price premium to reduce the brand premium, change the brand cost-effective for the product cost, brand competition between Market competition and channel operation of competition into product innovation and service quality of competition; the same time, homogeneous products have been very difficult to attract consumers, all luxury brand product innovation pressure increased.Second, luxury consumption from brand personality to consumption The change of personality, because the brand personality and buy more into the brand for their own personality and purchase, consumption and other people not the same products and services become a lot of luxury consumer's core demands, leading to multi-polar trend of the brand, high-end small The rapid rise of the designer brand, the impact of the traditional luxury brand market relative position.In addition, the core consumer loss and the edge of the consumer is difficult to support the follow-up growth, the brand will face the risk of falling.