Gucci Was Talked About By The Rich.

When I was shopping, I asked the lady who was looking at the Tudor watch she had just bought, why she wanted to buy luxury goods, and why she liked the brand. The salesperson in the mall was also very frank: "because friends around me have luxury goods, but the frequency of changing bags is relatively high, and it can't afford them, so buying expensive watches is the best.

As for Tudor, because it is Rolex's deputy card, it will not appear too expensive. "

May day went to Zhuji with friends, not to mention that it was a small town of five lines, but there were numerous cars on the streets.

The tyranny of the local rich is no less inferior to the overbearing president of the TV play. His friend stood at the top of the hill and waved, "now, the golf course has been contracted by our family."

Although it is only a county-level city under the jurisdiction of Shaoxing, Zhejiang, there are many rich people in Zhuji.

Most of them are small and medium-sized enterprises, and the Datang town of Zhuji is the factory director of stocking factories. Many of them are hardware sellers. In the area of maple bridge there are many farmers who planted Torreya grandis, and the people of the East Lake are rich in tourism industry.

Once human beings become rich, they begin to pursue spiritual things, such as the sense of identity between people and society. In essence, luxury goods as identity, status, class symbols and symbols are spreading in China like this.

But if you put the wealthy in Zhuji into the "tyrant" people, then you are totally wrong.

They also often travel abroad to sweep goods, but also like to mention Kenzo, MarcJacobs, AlexanderMcQueen and so on.

It is asking about the old brand of Gucci Gucci, they have a look of shame.

"Not too much, too low", "those old luxury goods have long been overflowing in China, and the trend of smaller brands is more attractive to me", so you probably understand why this once luxurious luxury brand is now in the mire.

The latest report shows that Gucci revenue plunged 7.9% in the first quarter of March 2015, which is the seventh consecutive quarterly decline in the brand's performance.

Before becoming so bad, the image of Gucci's sexy, cool, proud and shocking and its growth is impressive. In the 90s of last century, Tom Ford, who was in a predicament and bankrupt due to poor family management, rose again from 214 million euros in 1994 to 3 billion 640 million euros in 2012, which is a double-digit growth in 90s.

However, due to a large number of low-priced entry-level canvas products full of logo, Gucci gradually lost itself, and gradually lost its luxury consumers, including its important global market, China.

These low-end products once accounted for 85% of brand sales, and Gucci also lost the luxury gloss in high-end consumers.

Located in the five line small town of Zhuji, the rich here and the front-line consumers in Shanghai and Beijing share the same feeling.

"The level of people who can afford to buy Gucci is far lower.

It's not very good either.

The two generation of Zhuji rich family, who is engaged in real estate business, said that no matter where they live, they live in a certain circle. They can neither fit in with this circle nor show themselves different from others, while people in small cities are particularly fond of face.

The implication is that Gucci has shown no distinction between "special" and "hierarchical" for them.

Look,

I love to talk about the story, design and history of the product, but as Vincent Bastien, a CEO with several highly profitable and luxurious brands, says, basically, luxury symbolizes the social distinction and symbolizes the desire of the upper class.

Unlike mass consumer goods, luxury goods industry has a set of marketing principles around it.

Following these rules, Chanel, Ferragamo and Cartire of small family businesses developed into global brands.

"Do not let customers easily get" is one of these marketing.

"Luxury needs to know how to set up the necessary obstacles outside the desire of people and keep these obstacles; the more resistance people get (both tangible and intangible), the stronger the desire people want to get; these obstacles don't necessarily include economic (such as price),

(for example, how to find luxury stores) and time (for example, to wait for two and a half years to get a string of pearl necklace).

Vincent wrote in TheLuxuryStrategy.

Gucci runs counter to it, and is puzzled by the profits in front of us. Apart from increasing the number of entry-level products in large numbers, it has opened up a large number of stores in the Chinese market, and the products that are hard to distinguish in the massive parallel markets have exacerbated the lack of Gucci's luxury and brand specificity, resulting in its diminish appetite.