Recalling the 2009, the luxury-goods companies and fashion department stores have their sales focus from the West shifted to the Eastern countries. Them at lightning speed to open new stores in these places, organizing the activities of all kinds of ingenuity that this trend will continue to extend until 2010.
In order to have a "jewelry Emperor" reputation, jewelry, watches a leader in the field of Cartier (Cartier), for example, the brand last month in southern China fired three heavyweight boutiques, last December 18 in Hong Kong, Causeway Bay, Hysan Avenue boutiques opened in Hong Kong in its first nine boutiques, but also following the Macau Square, No. One Boutique (December 4 opening), Shenzhen City, Vientiane Boutique (opened December 9), the other to make people exclaim stop luxury landmark.
Indeed, China and other emerging markets in Asia have felt the real impact of the economic crisis, but compared to the United States, Japan and European countries, the former felt the degree of influence is relatively small. Luxury-goods companies eager to profit in these places you want to make up for the rest of the world suffered shrinking sales of the situation, so have been gearing up for Hong Kong, Shanghai, Beijing, Macau, Singapore and other regions and cities of customers concerned about the increase in degrees, This includes a number of cities in Mongolia.
Larger and more boutiques branches in China
In 2009, the luxury retail business expansion of major concern is Chinese, and it is very reasonable. In a recent report, JP Morgan Chase predicted that most companies in mainland China in 2009 has been registered for sale and Statistics growth has more than 40%, including the local customers and customer groups, including the number of tourists, but also has increased 30%. Analyst Melanie Flouquet, and Corinna Beckmann forecasts, according to a fixed exchange rate terms, China's customer base in 2010 increased by 25%, while in addition to other countries in Asia outside of Japan, this figure will be 10%.
"China's customer base (including local customers and tourists) in the (2009 forecast) luxury industries already had rapid growth." Analysts wrote that he warned in the choice to expand markets except Asia, including Russia and the Middle East issue, the luxury goods companies should be more careful. They expected, Europe, the Middle East and Africa customer base in the coming year there will be a 5% growth.
However, the luxury-goods companies should not be growing Chinese consumers see then it is reasonable, this is New York-based consulting firm the Pao Principle in a recent report of a warning.
"While luxury consumers in China do in the pocket, and in many ways, makes the luxury market to operate, but they also do not buy anything," the consultant said, "consumers in China have recognized the luxury goods companies are now dependent on this market in Asia, but also expect that they can enjoy a higher quality and better service. "
Cartier Far East District Chief Executive Officer Nigel Luk, said in an interview, "Since 1992, Cartier began to enter the Chinese market, domestic consumers Cartier brand recognition is still a blank, sales outlets few and far between. And now, Chinese customers to understand not only from the material, design, craft, etc. to enjoy the works, but also from the brand behind the appreciation of cultural heritage to a luxury. "
Today, on behalf of the Chinese market will be required for the perfect image of the larger and more luxury boutiques to carry goods and deliver brand content. Similarly, in order to Cartier boutiques Hysan Avenue, Hong Kong, for example, is using double-double-space design store, with a total area of more than 747 square meters. The wall outside the shop made a dark granite masonry, its fine polished with the original matte surface ingenious combination of two-storey glass curtain wall on the embedded elegant French Avenue, awning, outside the entrance by an arched glass wall of the crafted, is at the top is a great distinctive Cartier logo. Within the interior of this shop are from France's top interior designer Bruno Moinard of the handwriting, he was former French President Francois Mitterrand of the Queen's designer, he was the most unique boutique store design, is the second floor across the eastern and western flanks bridges, through the connection from the days Jiao, will run through 11 different shopping space. Cartier Boutique, another new shop in Macau One plaza also has nearly 390 square meters of space, within the continuation of a designer Bruno Moinard classic "copper concept" design.
Asian-led strategy
Bain & Co. Estimated that China's luxury goods market growth in 2009 to 12%, reaching 6.6 billion euros, or about 9.9 billion. During the consultation in October last year a survey found, about 300 luxury stores opened in 2009, of which 15% is in China, 25% of the new store is in Asia and other countries.
For nearly a decade of China's economic, cultural and other aspects of the fastest growing period, in such a high quality environment, in order to Cartier, for example, "The Chinese market has become the Cartier one of the key global development, sales network in the country rapid expansion, the development of boutique speed, size, quantity and scale of investment on both the front living in the world. "
Salvatore Ferragamo CEO Michele Norsa said he was surprised by China as its great potential, has not yet been fully developed markets, and said, China and other Asian markets including Japan, will be the company's future, play an extremely important role.
"I expect that in 2010, 70% of the growth will come from the Asian market." Tokyo, Japan, at a recent fashion show for the audience in a Ferragamo says. In the past year, Ferragamo to greatly expand its retail in China and other Asian countries markets.
2009, to open new stores in mainland China, a number of luxury brands, Gucci, Lanvin, Fendi, Chanel bags and Salvatore Ferragamo was only a small fraction of them. Chanel handbags this year, the Peninsula Hotel in Shanghai, opened a new store, while Karl Lagerfeld for his "Mtiers d'art" series of staged a special fall fashion show.
In other regions, Louis Vuitton and Ermenegildo Zegna in the capital Ulan Bator, Mongolia opened its first store. It is worth mentioning is that people look forward to a very high in Singapore ION Orchard shopping mall open for business in the summer of 2008, attracted a lot of brands, including Vuitton, Dolce & Gabbana, Prada, Cartier, Burberry, Uniqlo, Boucheron, and Dsquared. Seoul, Korea last year, Prada in the Rem Koolhaas-designed Prada Transformer deconstruction of art space, more than organized activities, the emphasis on the Korean market can be seen.
Just last month, Calvin Klein Collection Spring Women's and men's works are also stationed in Seoul Kring Creative Culture Space. The event was held in Korea decision is indeed beneficial to the company's development. "South Korea is already a Calvin Klein, except Japan, the second most important Asian markets, but we expect that in 2010, it will be in the leading position. For all of our brands, this is a mature treasure, but also in China gradually obtain an important position, South Korea will be our most important piece of land. "Calvin Klein's CEO Tom Murry says.
Although many companies will shift the focus of their policy in Asia to China, but they still have not completely abandoned this market in Japan. The scenery of the Japanese market has been gradually is not: This is from the increasing average age of the population, as well as export-oriented economy has faced stagnation on these two points is evident. Consumers more sensitive to price than in the past, in the fast-fashion chain stores, brand-name field and discount sale counter, people are struggling to find discounted merchandise. Bain analysis suggests that the Japanese luxury sales in 2009 suffered a 10% decline.
There are also many brands are still very optimistic about Japan, the world's second-largest economic power. 2009 Gianni Versace ready to withdraw from the news of the Japanese market has become in many media headlines, but many of them reported that this was overshadowed by the Italian brand you want to re-entered this market in order to seek a better store location plan.
"Japan is a very mature market ... ... the question of profits, this is very important indeed." Norsa said.
In 2009, Ron Herman, Rick Owens, Tom Ford, Nike, Forever 21, Hennes & Mauritz, Ermenegildo Zegna, and Tila March in Tokyo, Japan have opened boutiques. Recently, Tory Burch, and Abercrombie & Fitch have joined their ranks. For the designers, they have tried other approaches are also attracted people's attention.
Lanvin, Vivienne Westwood, as well as at Salvatore Ferragamo fashion show staged in Tokyo, Japan; while Tom Ford is coming out Isetan, and was carrying his director's debut "single man" at the Tokyo International Film Festival red carpet on the public appearances.About the Author:
