Overview of LVMH: LVMH is the top luxury goods group today. At present, the company has established five mature luxury business lines: fashion and leather goods, wine and spirits, perfume and cosmetics, watches and jewelry, and boutique retail. It owns 75 famous and excellent brands, including LV, Dior, Givenchy and Tiffany &; Co and other well-known brands.

1) acquisition, acquisition and construction of luxury goods group: the company has experienced three M&A concentration periods and is currently experiencing the fourth stage. Acquisition of Celine, Loewe, Guerlain Sephora, DFS, Dior, Off-White and other brands. 2) Insist on direct selling: By the end of 20021,the company had 5,556 global stores with a wide offline distribution.

LVMH revenue: 202 1 year, the company's total revenue is 6421500 million euros, up by+44% year-on-year; The net profit was 65.438+02.036 billion euros, +654.38+056% year-on-year. Proportion of five business lines: 1. Fashion and leather products, 2. Perfume and cosmetics, 3. Watches and jewelry, 4. Wine and spirits, 5. Boutique Retail Company 202 1 Proportion of each category, fashion and leather products, perfume and cosmetics, wine and spirits, watch jewelry and boutique retail.

LVMH brand. Fashion leather goods: including Louis Vuitton, Dior, Selina, Givenchy, Loewe, Kenzo, Fendi, MoynatMarcjacobs, Rimova, etc. Form a multi-level brand matrix.

Perfume and cosmetics: Dior (Dior), Guerlain (Guerlain), Givenchy (Givenchy), Frestech(Frestech), Benefit (Princess Bellingham), Acqua Di Parma (Water of Parma), mcphee, etc ... Clocks and jewelry: Hublot, TAG Heuer. Wine and spirits include Moet Champagne, Dom Perignon and Ganyi Hennessy, as well as 23 sub-brands such as Cook Champagne and Kaige Champagne.

The concentration period of LVMH's three mergers and acquisitions.

① 1993- 1997. At present, the company has acquired a series of fashion and leather goods brands and boutique retail brands such as Celine, Loewe and Guerlain. And acquired Sephora and DFS at the boutique retail end.

② 1999-200 1 year. At this stage, the watch and jewelry business line was established, and brands such as TAG Heuer and Shangmei were acquired, and brands such as Fresh, MakeUpForever and Benefit were acquired in the fields of perfume and cosmetics.

③ From 2008 to 2065438+03, the company completed the acquisition of luxury clothing brands Bulgari and LoroPiana. Secondly, LVMH expanded again from 16: in fashion and leather goods, it acquired Rimova, Dior, Off-White, etc., and in 202 1 it acquired Tiffany &；; Company.

Marketing strategy and service strategy of LVMH: 1. One to one service. 2. Attract consumers in this way. Take brands such as LV, Dior and Tiffany. For example, the door of a specialty store usually controls the flow of people, and there are often long queues at the door. Star+customized marketing model. Take Lu as an example. As the love of Audrey Hepburn, LV is not only often worn in real life, but also brought into film works.

1965, Audrey Hepburn commissioned LV to customize a lighter and smaller Speedy, and the Speedy25 commissioned for production quickly became a trend item. Its single product usually does not reduce the price, does not discount the strategy: discounts, does not participate in promotional activities, but also raises the price to maintain the brand image.