Louis Vuitton Study and touch the emotional needs of the Chinese market
Louis Vuitton in several minor changes can be seen in the Chinese market trend to rise. In 1997, Louis Vuitton opened the first formal official website, set up the first Chinese web pages, then yes LV into the fifth year in Mainland China. Four years later, Louis Vuitton has also established an English, French, Japanese and Traditional Chinese are four different language versions of the new site. In the same year in July, Louis Vuitton, the Chinese version of the page to add a “Greater China Focus” section, mainly covering the LV in Hong Kong, Taiwan and mainland China movement.
Louis Vuitton bags China Managing Director, Mr. Andrew Shi admitted that: “It is because the Louis Vuitton of Chinese consumers, especially the increase in the number of consumers in Mainland China was established.” While the LV, a new plan is to create simplified Chinese version of site and increase closer to the mainland market Web content. The attempt to enter the Chinese luxury goods industry, luxury brands aside your traditional moves to listen to the voices of customers, to feel the pulse of this emerging market era.
”In the past, in the luxury goods industry, the success of the golden rule is a noble and elegant, consistent and positive and effective. Do not ask customers what they want, but to tell what they should have.” Today, faced with an unfamiliar market, self – centric approach will not work. You have to know your customer, in-depth grasp of their high-end value proposition. “Not just let your customers know you, but to try to understand them.” Bain & Company (Bain) in 2005, the report said luxury.
Louis Vuitton in China has achieved remarkable success clearly shows that only understand the purchasing behavior of luxury goods to promote the “cause” of luxury goods company to get building brand new idea, touch to the emotional needs of the target market, and sell more.
The new luxury culture has landed China; Chinese luxury consumers, the average age of 40 years of age; luxury not only belong to high society, the younger generation advocates the right of everyone to have a luxury; young Chinese consumers like to Luxury and street fashion brand mix and match approach. Thus, in the study of Chinese consumers, based on Louis Vuitton has started to provide innovative services to customers in China:
As the number of seasonal goods and the scope of increasing the shelf life of luxury every quarter are accordingly reduced. In the Chinese luxury brand in fashion goods increasing frequency, the numbers are increasing.
Just as Louis Vuitton in China to provide a smaller (and therefore less expensive) strategy embodied in the goods, “luxury goods available,” or “value-oriented luxury”, the main objective is to attract young new members.
LV luxury brands made in a low profile not only failed to damage the image of their noble, but so captures the characteristics of Chinese consumers to understand their buying motives and affordable range of luxury consumption in China accounted for Ngau Tau.
“A little more scientific analysis and less hearsay.” A complete and effective customer relationship management data system (CRM) to help Louis Vuitton fully understand the market, and to establish close links with customers.
Through in-depth digging past sales data, Louis Vuitton to master customer’s preferences and to assess the potential demand. Today, customers buy little things, tomorrow may be to buy other higher-value goods. Store in Paris, a single piece of goods in Shanghai, Chinese tourists may be more than the other stores to buy the same brand of goods.
Whether Chinese consumers shopping in the world Which, data mining can make Louis Vuitton in-depth understanding of their importance. Overseas purchases by Chinese people close observation, even if not yet set up shop in a city, Louis Vuitton, can also better grasp of the operation of the market.
A Louis Vuitton store manager in China, said: “An effective customer relationship management data system that can help direct marketing, customer-oriented response to this, and return to the customer they are most wanted products and services.”
In China, the promotion of such transnational CRM, is critical for consumers, their needs, their detailed data may become a bottleneck for this type of customer management experience, but there are ways to resolve Louis Vuitton, and we can refer to Louis Vuitton in the the practice of the Japanese market: LV handbags are very popular in Japan, almost every woman has a high-end consumers have generated resentment, Japan, Louis Vuitton and timely issuance of producing exquisite VIP membership card, providing the unique characteristics of VIP services, innovative services, value-added services, Louis Vuitton VIP members has once again become fashion pioneer, VIP members of the club’s successful operation to Louis Vuitton’s high-end consumer brand loyalty greatly improved at the same time once again to stimulate the consumption of the original people continue to buy to get the distinguished VIP Membership.
