Luxury Brands Are Keen To Play "Cross Boundary" And "Do Nothing".

< p > > a href= "http://sjfzxm.com/news/index_s.asp" > luxury brand < /a > more and more keen to play "cross boundary". Today, almost all luxury brands have already set foot in all fields outside their main business.

Electronic products, household goods, hotels, high-end apartments, luxury sports cars, and even entertainment, catering and other fields have been quietly branded luxury marks.

< /p >

< p > according to the statistics of RET, China commercial real estate research center, catering, home, digital, entertainment and real estate are the five most common "cross-border" areas: < /p >

< p > < strong > restaurant > /strong > /p >

< p > coffee shops are the most popular among all types of catering.

< a href= "http://sjfzxm.com/news/index_s.asp" > Bvlgari < /a > Versace and GUCCI have opened coffee shops in many cities around the world, and the price is about 2-3 times that of similar products.

These shops not only follow the overall design style of the brand, but also use the classic fabrics of the brand on the materials such as the menu and so on, showing the luxury quality of the brand everywhere.

< /p >

< p > luxury brands usually consider the combination of coffee shops and stores to become shops or adjacent stores.

This can not only guide customers to shop at the same time while consuming coffee, but also can prolong the time of shopping, and then increase the sales rate.

< /p >

< p > < strong > Home > /strong > /p >

< p > Armani, Hermes, Bottega Veneta, Versace and Gucci have already launched their a href= "http://sjfzxm.com/news/index_s.asp" > Home "/a" series, of which, the sale of high-grade porcelain for decoration, and the design of furniture series.

The price of a Hermes porcelain plate has reached 2000-3000 yuan, while the price of a Armani sofa is even more than 100000 yuan.

< /p >

< p > < strong > digital world < /strong > /p >

Less than P, luxury brands have taken most of the commonly used items in life, even though the digital field has been involved.

Lamborghini has launched mobile phones and laptops, which cost about two times the price of Apple products, while the LCD TV launched by Armani is priced at 61999 yuan in China, far exceeding the price level in the industry.

< /p >

< p > luxury brands are responsible for the design of products in these areas. The core technology of products is responsible for the professional partners, such as Lamborghini cooperating with ASUS, while Armani is joining hands with Samsung.

< /p >

< p > < strong > Entertainment > /strong > /p >

Besides P, some luxury brands also made films.

Swarovski jewellery brand invested $17 million to remake "Romeo and Juliet". At the same time, it launched a synonym series of jewellery with great popularity at the same time, which led to the sale of related products.

The effect of public opinion brought about by the film has directly increased sales, and has played a greater role in developing new markets for brands and seeking new profit points.

< /p >

< p > < strong > Real Estate > /strong > /p >

< p > Armani has become the leading brand in the field of real estate. It has opened its own hotel in Dubai and Milan. From the hotel's carpets, decorations, bedding to towels and toiletries in the bathroom, the brand exclusive design elements are integrated into the consumer brand experience.

These hotels are expensive, and the cheapest rooms in Hotel Armani are up to 6440 yuan / day.

< /p >

< p > in addition to setting foot in the hotel industry, Armani has also worked with developers in the group to design and build a luxury residential project "Armani/Casa Art Residence" in Chengdu.

This is Armani's first real estate project in China, which is scheduled for sale in the second half of 2014, and is expected to cost about 30000-40000 yuan per square meter. The project will become the highest unit in Chengdu.

< /p >

< p > < strong > the advantages and disadvantages of "crossover" < /strong > /p >

< p > first, low cost involved in other industries.

Luxury brands usually have a deep foundation, some even have hundreds of years of history, and have a high social status.

Some brands are able to enter other industries at low cost with high popularity and market recognition. Therefore, the high investment cost of early dissemination of brand culture can be effectively increased and capital utilization rate can be effectively improved.

< /p >

< p > Second, diversifying derivatives.

After a long test, the main products of luxury brands have been deeply rooted. This time it is easier to derive products from the surrounding industries.

Louis Vuitton from handbags to suitcases, and gradually derived from clothing, shoes, jewelry, small leather products and so on, everything is so natural.

< /p >

< p > Third, positive market influence.

Luxury brands have a large market influence, and every move has attracted the attention of thousands of fans. Cross-border behavior itself plays a positive role in promoting product marketing.

< /p >

< p > however, not all crossover can be successful.

As a high-end coffee shop in Versace, Versus Caffe has opened four stores in Shanghai, Ji'nan, Guangzhou and Wuhan. The price of a single cup of coffee is about 50 yuan, which is more than two times that of an ordinary coffee shop. Due to high-end positioning and slower expansion plans, stores have been closed due to poor sales performance.

< /p >

< p > luxury brands have many advantages in crossing the boundary, but they should combine the actual production scale and technology level. Customers' preferences in different markets need to be repositioned. Once the deviation occurs, they will not only affect the economic efficiency of the company, but also affect the brand reputation.

< /p >

< p > < strong > RET Rui Yide, China commercial real estate research center believes that there will be four major trends in the future brand crossover: < /strong > /p >

< p > 1, < a href= "http://sjfzxm.com/news/index_s.asp" > brand < /a > output brings greater economic benefits.

Embedding a successful brand element into a new product is much easier than building a new brand from scratch, and can also generate additional revenue for the company's open source.

< /p >

< p > 2, covering all aspects of daily life.

The cross-border field of luxury brands is becoming more and more extensive, and has gradually covered all aspects of daily life.

< /p >

< p > 3, "public sense of distance" weakened.

Because of the wide range of fields involved, luxury brands are becoming more and more popular. They are becoming more and more popular and are no longer as high and mysterious as they used to be.

< /p >

< p > 4, the real estate sector will become the ultimate destination.

Many luxury brands choose to invest in real estate industry because of their capital investment. Besides, the influence on the real estate industry is quite different, which helps to create the brand kingdom.

< /p >