Luxury: Do Not Rely Too Much On A Single Market.

This year, too many luxury brands began to sell brands to sell lifestyles. Gucci, the world's first restaurant in Shanghai, China, including LV, Prada, Hermes, RalphLauren and other luxury brands, has been involved in food and catering businesses, and has entered the field of dessert shops, coffee shops, chocolate shops, restaurants and other fields through its own offering, merger and acquisition, and brand collaboration.

"Luxury crossover has become a common phenomenon, which can make full use of brand influence and tap brand value."

Huang Shuxiong, a leading partner in DDT's consumer goods industry in East China, told reporters.

Through the establishment of restaurants, the concept of selling lifestyle has been achieved. The brand culture has been cleverly publicized and the high-end consumer groups have been firmly locked.

It is not always possible to retain consumers by cutting prices or discounts. For luxury brands, it is more important to cultivate consumers' aesthetic values and enhance the publicity and popularization of historical and cultural connotations.

If we can make a brand's history and cultural connotation popular, and at the same time maintain a high standard in product quality and design, luxury brands may have more loyal powder.

How can we convey the brand culture to consumers? There are many ways, but these luxury brands choose this way.

The Asia Pacific region is

(Prada) the largest market, accounting for 36% of its sales.

China alone has accounted for 22% of the total sales volume, reaching 774 million euros.

As China's demand is expected to continue to grow, Prada chose Hongkong as a stepping stone to China in 2011. At the same time, it realized financing for debt repayment and the high cost of opening new stores around the world.

But for the current Chinese economy, the depreciation of the renminbi and the weak Hong Kong and Macao markets, Prada Group Chairman

It is very difficult for Prada group to boost sales at present, because the large-scale retail investment stage has passed. At present, Prada group will expand selectively, and more importantly, focus on existing stores and strengthen e-commerce business to try to restore growth.

Patrizio Bertelli Bertelli, CO chief executive of the group, has said that the global economy and exchange rate are still volatile, and the important market in Hong Kong and Macao is in a weak state.

Full of uncertainties, it is only through Europe and Japan to make up for the decline in the Asia Pacific market.

Swatch group, known as Deutsche Bank, one of the most reliant Chinese markets, had to cut its annual sales growth target due to pressure from the sharp appreciation of the Swiss franc and the continued deterioration of the largest market in Hongkong and Mainland China.

Originally, Swatch group's net sales growth in the first half of this year is in line with market forecast. However, as the export of Rui watches collapsed in July, China's mainland fell by nearly 40%, and the largest export market of Rui table dropped by 28.7% in Hongkong, which led Swatch to change their annual sales growth target.

Similarly, Boboli is also known by Deutsche Bank as one of the most dependent on the Chinese market.

Burberry and Group PLC continued to slow down in the first quarter of fiscal 2016 in the first quarter of the year, thanks to the serious drag from the Hongkong and Macao markets and the further impact of the Chinese government's continued anti-corruption actions.

In the recently released 2015/2016 financial year's first quarter (April 1, 2015 - June 30 day) performance bulletin, the Boboli group pointed out that Hongkong's sales continued to decline as of June 30th, a double-digit decline compared to the base, and worse than the declines in the second half of 2014/2015 financial year.

The mainland is also not optimistic, slowing down from the high digits in the second half of fiscal 2015 to low single digit growth.

In the face of such performance, Boboli had to shift the focus of the market and focus on the Japanese market.

As we all know, luxury brands who are too dependent on the Chinese market and Chinese consumers are "very hurt".

Although the Chinese almost bought nearly half of the world's luxury goods in 2014 (47%), the environment of the Chinese market will change and consumers' consumption concept will also change, so do not rely too much on a single market.