LV enjoys "VIP treatment" selling in Wenzhou

The joint efforts of the government and the private sector have allowed the famous brand-name counterfeit "stricken areas" to become brand-name "blessed places".

"Very good, much better than expected, we are very satisfied." The mention of LV (Louis Vuitton) sales in Wenzhou, Wenzhou Overseas Chinese International Famous Brands Plaza, the joy of the boss is full of words.

During Christmas, other international brands within Huaqiao International Famous Product Plaza have almost extended their business hours to 12 p.m., with the exception of LV-LV China General Corporation (referred to as “LV China Commercial Sales Co., Ltd. registered in Shanghai”) categorically rejecting it. Sun boss extended the application for business hours.

Despite this, LV's sales performance is not inferior to other brands. Sun's boss obviously has reason to be proud of the decision two months ago. At the end of September of this year, Sun boss led LV to open its 13th store in China in Wenzhou, which is also the first store in the prefecture-level city. In this city where foreigners had been brand-named counterfeit "disaster-hit areas," LV's success was enough to eliminate all previous concerns.

Bustling famous shop

“People in the store touch people, and it's just like a food market.” Ni Qian, who runs his own business in Wenzhou, described the scene of LV Wenzhou shop opening day. Allegedly, on the same day, the 290-square-meter store was almost crowded and could not be turned away. The door was even more than one came out.

Although only opened in China's prefecture-level cities, this LV store has put together a GROOM series that was launched simultaneously with the Parisian counter. At that time, the section did not even include Shanghai's global flagship concept store. The sales lady said that there was almost no point in time when the business was opened. There was no customer in the store.

"There are so many LV stores in the country, Wenzhou's business is the hottest." Ni Qian, who often visited brand-name stores, said. Zhuang Jie, a publicist at LV China, also told the China Business News: “LV is selling well in Wenzhou, and many people are buying.”

In fact, the Sun boss had contacted the LV China headquarters four years ago to try to bring the brand to Wenzhou. LV China Regional Chief Executive Shi Andy has also conducted a series of inspections in Wenzhou, and he has already visited Wenzhou eight times. "After several inspections, he found that Wenzhou people's spending power is getting stronger." Zhuang Jie said.

According to the reporter, LV has conducted surveys of consumers of its brands around the world, and found that Wenzhou people have strong spending power. "The data of many Chinese provincial capitals such as Wuhan and Shenyang cannot be compared with Wenzhou at all," said an informed source who has grasped the findings.

The industry has been saying that more than 60% of customers in Hangzhou LV stores come from Xiaoshan and other places in Wenzhou and Hangzhou. The LV's interim report this year said that sales increased by 11%, which is beyond analysts' estimates. The company said that the huge demand, especially from the Chinese market, is growing at a double-digit rate.

LV Wenzhou "VIP treatment"

Sun boss is the first private collaborator LV found in China. “The major brands of Overseas Chinese Famous Brand Plaza such as Hugo Boss, Burberry or Emperior Armani, etc. are also basically represented by our Wenzhou Lofty Department Store Co., Ltd., and only cooperation with LV is the “most tossing”.” Sun boss lamented.

It is understood that in 2004 Hangzhou Tower to introduce LV, spent a total of 100 million for rectification. In the same way, when Mr. Sun’s official cooperation with the LV last year put the agenda on the agenda, it also took a year and a half for the renovation.

"LV has put forward many conditions, such as the location of the store, the storey height, and even the power supply system has very special requirements. We have to renovate the entire shopping mall." Sun boss said, so the original VERSACE store was reduced, and the IVENCHY store After being removed, the shop floor height was also increased from 3 meters to 3.3 meters. "Even all fire-fighting ventilation systems have been completely transformed."

"Of course, the LV brand does not require customer supervision, does not require industrial and commercial supervision, its internal quality control system is perfect, which allows us to save a lot." In the eyes of the boss, LV settled in although their own profit is not too much, But for the entire shopping mall, it is a grade increase.

He also revealed that since then GUCCI, PRADA and other brands have begun to find it. “After all, shopping malls are limited in scale and are now packed. The land prices in Wenzhou’s downtown area are even higher than in Shanghai. They can’t find a suitable venue and the operating costs are too high.”

In Wenzhou, LV and other international brand names have been adequately "protected." In the first half of this year, Chen Jianzhong, deputy director of the economic inspection department of the Wenzhou Commerce and Industry Bureau, received a LV complaint. “The LV Property Protection Center claimed that the decoration of a certain brand in the international hotel is similar to their usual style. I ran over to see it. What I am talking about is an aluminum alloy bar under the counter.” Chen Jianzhong quickly let the representatives of both parties sit down and negotiate, and the problem is finally properly resolved.

Benefit from intellectual property protection

Director of Trademark Advertising Supervision Department of Wenzhou Commerce and Industry Ke Zhicheng believes that although last year Wenzhou Yongjia investigated a case of counterfeit LV leather goods, statistical data showed that there were a total of 72,314 registered trademarks in Wenzhou City, including 29 well-known trademarks. In the prefecture-level city rankings are very high, it may be because of this, LV is more assured that this has been seen by people in another place."

In fact, with the rapid development of Asia, especially China’s economy, consumer spending power has steadily increased. Many surveys and analysis conducted by international professional consulting companies show that Asians have great potential for high-end consumption.

Thanks to the growth of the private economy and the accumulation of private wealth, Wenzhou has more than a dozen international brand names. Compared with cities of the same scale in China and even some big cities, the occupancy rate and sales of top brands in Wenzhou are far ahead.

On the other hand, Ni Qian told reporters that although many Chinese businessmen are willing to crowd out trains and hostels, they want to buy “hand drawn” gifts. This is also one of the reasons why Chinese people often rush to buy discount brand names abroad. A Wenzhou person working in Shanghai all the time agreed with this explanation. In an interview with the reporter, she disclosed that she had only bought enough of the LV that had been brought back from abroad to go to the Overseas Chinese Famous International Plaza.

Wen Jiaping, a Wenzhou businessman who once represented another famous French brand, said that Wenzhou people want to buy big brands and they also demand cheap, so first-line brands often “do not make much success” in Wenzhou; this LV is popular in Wenzhou, it seems It is indeed because people are more comfortable with buying brand names.