LV Shanghai Opens New Store Aiming At Customized Market In China

France

Brand LV (LouisVuitton) is launching its only shoes and bags to attract many Chinese rich people, whose trademarks are very unique and can be used to recycle this unique trademark in the luxury market.

LV recently opened the largest store in Shanghai, with a gold plated spiral staircase and a private floor only invited to make a hairstyle for the rich. At the same time, you can imagine what kind of bags you need to design.

San Kasli, chief executive of LV, told the media during a visit to the store: "this custom concept is an ultimate enjoyment."

San Kasli said, "art is the same.

If you are interested in art, the most common way is to invite an artist instead of buying a piece of art that has been made.

From the survey point of view, in the minds of many Chinese consumers, LV is generally ranked among the most popular brands.

But for those super luxury brand names, such as Hermes, its brand value is easily violated. At present, some top consumers do not even care much about LV brand.

The company hopes to consolidate its exclusive luxury status through the new store in Shanghai, which has various steel sculptures and a range of commodity categories, from fashionable coats and hats to Python and crocodile skin colourful bags.

At the same time, the store also sells suitcases that can be used to hold cards. It helps more Chinese people play mahjong for recreation and custom made suitcases for tea sets.

China is the world's third largest personal luxury market. Luxury goods worth at least 160 billion yuan, and is expected to exceed Japan and the United States in the next 3 years to become the world's largest luxury market, and its total value of luxury goods will reach 180 billion yuan.

This LV storefront is one of the 16 largest boutiques in the world. It specializes in luxury goods in Shanghai: Plaza66 shopping center, which has all kinds of competitive brands, such as Chanel (Chanel) and Prada (Prada), and there are many stores in it.

The whole store is divided into 4 standards, with more than 100 employees. At present, the store is the only one in China, specializing in the sale of customized bags and footwear.

At present, the company does not disclose the cost of the boutique.

San Kasli: "this customized market is mainly suitable for those who have more identities. Even if they do not buy dozens of bags, they have to buy at least a few."

Looking at these luxury leather handicrafts, he said, "those high-end leather stores and customized shoes can better describe the characteristics of China."

He said: "as long as we are short of opportunities to show our customers, we are at a loss at that time.

In a word, everything is changing so fast. "

However, LV's plan may be far from ideal.

As China's economic development weakened, luxury consumption began to weaken.

Not long ago, the British Boboli company said its sales had been affected by China's stagnant economic development.

San Kasli declined to comment on China's economic situation or its impact on luxury consumption, but he also said that more and more luxury stores appeared in Beijing and Hangzhou, and trade in East China began to flourish.

He said Chinese consumers have quickly become an expert in luxury goods, and companies need to satisfy both the first buyers and the smart buyers.

San Kasli said that in the west, maybe this trend lasted for nearly 20 years, but in China it takes only 5 years, from the first attempt to buy, willing to buy, and finally to the right.

And service requirements are getting higher and higher.