Cox'S Brand Positioning Becomes Less Luxury And Luxury.

Despite its brand positioning from last year, it has changed from "luxury" to "luxury", and the slogan has changed from "the luxury of luxury" to "modern luxury". However, consumers still have the impression that they still have a luxury brand. Especially when the crazy discount of Cozie continues, it is difficult for consumers to change their inherent brand impression.

Recently, Beijing

In the store, the sales promotion of Kou Chi attracted consumers to shop outside the store, the 80 percent off promotion of the over season merchandise, 4 to 40 percent off of the new products, and 4 of the men's merchandise.

After 80 percent off of the season, 100 yuan.

Hundreds of Yuan wallet and handbag, thousand yuan sheep bag and other commodities become very cost-effective, which is naturally mad consumers.

In contrast, the new normal discounts in the counters are almost unnoticed.

In the first 3 months of this year, the company has staged 80 percent off promotions in all major ole stores in the country, and there are many "fold up" activities.

Poor performance is the main reason why Cox continues to offer discount promotions.

According to public information, as of June 27, 2015, the net sales volume of the company in the whole fiscal year was 4 billion 190 million US dollars, down 13% compared to the same period last year.

The market downturn has resulted in the decline of the company's performance. Therefore, the company has taken a low price in return for sales. The industry believes that long term discounts will reduce the influence of luxury brands and consumers will turn to other luxury brands.

In the depressed Chinese market, luxury goods need pformation and upgrading to boost the market.

To embrace the Internet and force luxury O2O will be one of the feasible strategies. This is because luxury O2O belongs to the electricity supplier mode, which is conducive to reducing costs and promoting sales. On the other hand, O2O emphasizes online and offline interaction, and the original stores of luxury goods can be rebuilt into offline experience galleries, providing services such as trying, wearing and repairing for consumers, which is good for eliminating fake products and maintaining high quality services, so as to ensure continuous consumer recognition.

In the future, we need to maintain a balance between the market and brand image.

In fact, this is also a major problem that luxury brands need to solve in the Chinese market.

The luxury Research Report provided by the foresight Industry Research Institute pointed out that in 2014, China consumes 106 billion US dollars of luxury goods in the world, occupying 46% of the world's luxury goods market, and overseas consumption accounts for 76%.

In 2014, the scale of China's luxury goods market was 115 billion yuan, a year-on-year decrease of 1%, the first negative growth.

In 2015, it is estimated that Chinese people can spend 740 billion yuan on luxury goods, and the proportion of luxury goods in overseas markets will rise to 78%. The consumption ratio in China will further decline.

Chinese consumers are losing overseas, and domestic luxury stores and passenger traffic are declining. The cost of employing and renting is high. Under this pressure, Chanel, LV, Dior and other brands have taken the strategy of reducing prices and increasing sales. However, from the result, this action is only short-term effective, and can not fundamentally solve the dilemma.

Luxury goods companies are developing increasingly hard in China. In 2014, the luxury stores in the Greater China region also hit a new high, including Burberry closes 4, HugoBoss closed 7 stores, and Ferragao and Zegna closed 6 respectively.