Chanel Is The Way To Win.

< p > in the case of global economic weakness and luxury market slowdown, who would have thought that the fashionable price of 3 or 4000 euros could be sold out? But there is such a thing. After the listing of the a href= "//www.sjfzxm.com/news/index_c.asp" > Chanel < /a > 2013 vacation Series in November, the average price of 4000 euros dress and 3200 Euro Quilted Handbag were sold "more or less", and even Chanel fashion President Bruno Pavlovksy herself did not believe it.

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< p > despite the hope that the US market will pick up, BRICs and other emerging markets such as the Middle East still have hope, China's political environment has changed the prospects of the luxury market, and the European economy is still in the gloomy and stagnant gloom.

The impact of luxury brands is evident in the published earnings reports: Richemont (CFR.VX), the three quarter earnings report of the CFR.VX group, shows that sales are slowing, and Asia is tight, leading to a sharp drop in share prices. The revenue growth of its watch brand Cartier Cartire has dropped sharply. Asia is also showing a declining trend; LVMH Moet Hennessy Louis VuittonSA (LVMH.PA) shows that business growth is slowing down in the three quarter; Burberry Group (Richemont) issued two successive profit warning in September and 2012.

However, in such a big environment, only Chanel and Hermes International SCA (HMRS.PA) can be highlighted by foreign forces and become the two benchmark in the luxury goods market with capacity of 212 billion euros. Bain research institutes predict that the Chanel with a market value of 6 billion 680 million can maintain a rapid growth at least before 2014.

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< p > first, Chanel has always maintained its noble image.

In the 2013 spring and summer series of brand new shelves, one of them is priced at 4000 euros, the 2400 edition of the hula hoop hanger bag is priced, the most expensive embroidered coat is priced at 25 thousand euros, and the commodity price is high at the high level, and the entry threshold is higher than that of the same brand in the industry.

Two months later, after the surprise of Bruno Pavlovksy, President of Chanel clothing department, almost all products in the series were swept away, indicating that the more "high above" is, the more attractive it is to the rich.

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The perfume and beauty products of < p > Chanel, though the unit price is lower than that of other brands, but the sales volume is very impressive.

Bruno Pavlovksy also said that Chanel perfume is very good to sell.

Luca Solca, director of luxury research at Exane BNP Paribas, estimates that the two gross margin products line is 6 billion 500 million euros for Chanel.

This allows Chanel not only to develop the high definition series supported by the emerging market tycoons, but also to enable them to pay high public relations and publicity costs for important media, fashion bloggers and super VIP to participate in various activities and large-scale luxury and gorgeous fashion shows around the world, so as to ensure that their "high above" status is unwavering in the Chanel.

Advanced customization business is the mainstay of Chanel. Although Bruno Pavlovksy only accounts for a small proportion of revenue, it is still the key to maintaining brand image, and is Chanel's "creative POSTER".

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Besides P, Chanel focuses on developing retail business of physical stores, and refuses to sell online clothing, handbags, shoes, accessories and other core commodities, which are different from most brands in the same industry. It avoids the risk of declining dignity when online sales and public contacts increase.

Bruno Pavlovksy explains: "fashion is about clothes, and < a href=" //www.sjfzxm.com/news/index_f.asp > dress > /a "is the need to see, feel and experience.

In the future, with the evolution of customers' shopping habits and the development of technology, Bruno Pavlovksy still can not rule out the possibility of Chanel entering e-commerce: "if our customers (through the experience of buying Chanel products through e-commerce) are better, it will be very good.

Otherwise, it would be a mistake. "

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< p > at present, Chanel's retail network is far smaller than its competitors Louis Vuitton and Gucci. The former has 472 stores and the latter 421.

Bruno Pavlovksy does not want to disclose the number of stores in Chanel, but the brand still develops on a small scale.

He said, "we don't like big faces.

We don't like too many stores. "

A lot of money is not worth it.

"We need to find a balance for our customers.

They just want to be unique. "

Nevertheless, Chanel is still expanding in emerging markets such as China, Brazil, Du Baihe and Russia in response to demand.

According to the bain Research Institute and the Hurun Research Institute, Chanel is the most sought after luxury brand for Chinese women.

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< p >, secondly, Chanel has a long way to go in market promotion, and its attention is continuously high.

Last year, Chanel paid $7 million for the global idol Brad Pitt Brand Pitt to endorse the classic No.5 perfume, and launched a topic full of nonsense monologue advertisements, which resulted in constant spoof.

Jessica Matthias, chief accountant of PR consultant Wordville Ltd estimates that the additional effect of the advertisement is free to bring millions of dollars to Chanel.

Karl Lagerfeld, the brand design director, is also a marketing genius. He appears to be three times less than five times, making bold remarks to attract media attention, and selling advertisements for free by Chanel. For example, last week he borrowed the Chanel 2013 spring and summer senior custom series conference to openly support homosexual marriage, and successfully brought Chanel into the current news layout.

And Karl Lagerfeld is designed for the brand 2013 spring and summer series. It can serve as rhombic bag for beach clothes hangers. A footbridge leads to crazy forwarding and comments in social media, which makes the special bag unlisted.

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< p > Chanel is comparable to the fast fashion giant Zara product update speed is also the key to winning.

Karl Lagerfeld annually designs for Chanel < a href= "http://sjfzxm.com/DESIGN/designer/index.asp" > /a > 8 series, including spring and summer clothing, spring and summer high setting, advanced handicraft workshop, autumn and winter clothing, autumn and winter high setting, vacation, etc. on average, 70 to 80 sets of clothing are displayed on each series, and the preparation time is only 4 to 6 weeks.

The clothing series will not be more than two months on store shelves, Bruno Pavlovksy introduces.

He also said that the quick turnover of product inventory is the key to keeping customers interested in brands. "You have to be flexible.

Now the expectations of our customers are much higher than before.

Moreover, the inventory of each commodity is limited, because the value of the product is scarce.

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