1. Development of China market by luxury goods at home and abroad.
Since 2 1 century, the consumption of luxury goods in European countries began to decline. China, Russian, Indian, Brazil and other emerging markets will see rapid growth in luxury consumption, becoming the main growth areas of the world luxury industry.
The rapid development of China's economy has attracted a large number of foreign luxury brands to enter the China market, further accelerating the development of China's luxury market. From the traditional department store joint venture system to the buyer system in Lane Crawford, and then from the system to the brand direct store, the distance between luxury goods and the public is getting closer and closer, and the emergence of various retail formats has also made the luxury goods industry more prosperous.
China is now the second largest luxury goods market in the world, second only to Japanese. With the help of the first Shanghai Luxury Exhibition, foreign luxury goods flooded into China, and luxury goods have great potential in the China market. It is predicted that in the next five years, with the growing ranks of the rich and middle class in China, the luxury market in China will reach 654.38+046 billion US dollars, and China will become the largest luxury market, occupying the peak of global luxury consumption.
In the future, with the rapid rise of the middle class in China, the release of consumption potential in second-and third-tier cities, and the increase in the number of young people who are the main consumers of luxury goods, the luxury goods consumption market in China is expected to continue to maintain strong growth. Affected by the financial crisis, global luxury consumption declined to some extent in 2008. China's huge market potential has attracted the attention of luxury giants (LV brand is one of them), and many top luxury brands have accelerated their expansion. By the end of 2008, about 80% of the world's top luxury brands have entered the China market. The luxury market in China is developing at an alarming rate. After 80' s and 90' s, it has become the main force of luxury consumption, and luxury consumption is younger. It is predicted that in 20 14 years, China is expected to become the largest luxury consumption market in the world.
2. Luxury consumption has become a hot spot in China.
With the expansion of luxury consumption market in China, luxury consumption in China has become a hot issue in academic circles, and luxury consumption in China has its own characteristics different from those in western developed countries. How to break their own luxury brands into the China market has become the goal of the world's major luxury companies.
Second, analyze the development history of Louis Vuitton 1 and Louis Vuitton.
Louis Vuitton is one of the most outstanding leather designers in French history. /kloc-in 0/854, he opened the first suitcase shop named after himself in Paris. A century later, Louis Vuitton became one of the best brands in the field of luggage and leather goods, and became a symbol of high society. At present, Louis Vuitton has opened 9 flagship stores and 35 specialty stores in Chinese mainland. According to the report of Goldman Sachs, China's luxury consumption reached 6.5 billion US dollars this year, ranking first in the world in terms of growth rate and sales volume for three consecutive years, and a large part of it belongs to LV. LV has 35 stores in 28 cities in China, accounting for nearly 40% of global sales. 2. Identify target customers
In the last century, Louis Vuitton's target customers were mostly royalty, the rich and those who were famous and loved to travel. With the continuous development of China's economy, Louis Vuitton has extended to the urban middle class and some successful people. After 1980s and 1990s, Xinfu gradually became one of Louis Vuitton's customer groups. At the same time, the comfort, high quality and exquisite style of LV are also loved by these newly rich people.
3. Accurate brand positioning
Through the analysis of interests, values and attributes, we find that Louis Vuitton is committed to creating the most classic and artistic travel goods in the world. The specific content is: the interest orientation is convenient travel, the attribute orientation is exquisite suitcase, and the value orientation is dignity. Louis Vuitton has always insisted on providing luggage convenience for its target customers. It allows every guest who enters the o'clock to get what they need most, and it will give you a unique feeling, which is also the concept of Louis Vuitton designers.