Italy'S High-End Clothing Brand Is The Perplexity Of Market Latecomers.

< p > here, the world's < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes "< hat > net" Xiaobian to introduce the high-end clothing brand of Italy late into the Chinese market encountered heavy plight.

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< p > when many international fashion giants have stepped up the Chinese market, a senior manager of the "a href=" //www.sjfzxm.com/news/index_p.asp "Italy /a" high-end clothing brand Etro has confused the confusion of the market's latecomers.

"We are now in a position to say that the industry bigwigs started in China 6-10 years later than LV, Gucci and other industry players. Indeed, they lost their advantages in time."

Jacopo Etro, vice president of Etro global communications, admitted in an interview with reporters that it also revealed that the brand suffered many difficulties in China, such as "regional differences, policy pressures" and so on.

There is an industry view that the surge in China's consumption power has indeed spawned opportunities for high-end brand development, but the difficulties that Etro has made are still there, and the inherent status of big names such as LV is still hard to shake.

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< p > < strong > channel mode error < /strong > < /p >

< p > Etro was founded in 1968, with advanced a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > fabric as the starting point, peri Li pattern is the symbol and symbol of the brand.

Jacopo, the eldest son of the founder of Etro brand, is also the director of fabric director of the family business.

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< p > "Etro has entered China 12 years ago, when the store was working with Joyce, a retailer.

Ten years later, in 2012, Etro China, a branch in China, was set up in Beijing.

At present, only this company in China can set up a branch in Hongkong in the future.

Jacopo introduced the company's situation.

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< p > "many people have asked us why we did not open shop alone in the past two years. In fact, in the ten years since 2002, we have been working with Joyce for a chance to channel this channel mode to think that the channel will become better, but it is not without that.

And at that time, the company is still operating Japanese branches, stabilizing the development of Japanese shops and achieving profits for a certain period of time, there is no way to do both, so temporarily put the Chinese market down. "

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< p > < strong > lost time advantage < /strong > < /p >.

Less than P, however, during this period, the high-end brands that have been developing in China for about 20 years have already secured the first step.

Data show that as of 2013, LV manages 64 stores in 32 cities in mainland China, and Gucci has opened 59 stores in 32 cities.

As a latecomer, it is difficult to imagine the competition with many strength brands.

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P, not only that, but the development of China's high-end market is slowing down.

The prospect Industry Research Institute analysis report pointed out that in 2013, the annual growth rate of luxury goods in mainland China was only about 2%.

In 2012, the figure was 7%, up from 30% in 2011.

It is expected that the slow growth trend will continue.

Etro's choice of flying time in China seems to be hitting this point.

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< p > "really lost advantage in time".

Jacopo made it clear.

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< p > < strong > there are multiple difficulties in the development of Hua FA < /strong > < /p >

< p > "at present, the company's development in China is indeed facing many difficulties. This industry is not easy to do in China". Jacopo bluntly said, "to develop the Chinese market, it is necessary to use some Chinese people, only if they understand the local culture and business models."

But the development of luxury goods in China is not very mature. It is also a new industry. Relatively few Chinese people do well in this industry. For salesmen, it is hard to find qualified salesmen who are familiar with our products because of their large cultural differences.

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< p > in addition, the regional differences are very large in China. Business models and local policies are different. This leads to the incomprehension of local policies by the outsiders and the difficulty in carrying out the work.

"If it is in Europe, it is under the uniform rules.

But in China, it is not so easy, the inter regional tax policy is different, and sometimes it may have to repeat the tax. "

Jacopo says.

As a result, the company's expenditure has indeed increased, and the retail terminal price is unified.

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What is worth noting is that P also acknowledges that China's new deal under the "anti-corruption and strict frugality" has had an impact on high-end consumption. "Jacopo"

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< p > even under pressure, Jacopo is still optimistic about the Chinese market. "Now more Chinese demand for luxury goods is increasing."

According to its prediction, in a relatively short period of time, the a href= "//www.sjfzxm.com/news/index_f.asp" > brand < /a > can reach at least 10% of China's market share, "this proportion will not exceed 20%, because any brand in the market share more than 25% is not healthy."

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