【Native Speaker每日综合训练—28系列】【28-11】经管—Luxury Industry

TaoRs92

谢谢胖胖翔~今天的文章学到不少，尤其是越障~

time:2:16.27
How does some successful luxury companies keep sales after the financial crisis?
The challenge:financial crisis,dollars depreciated,less profits selling luxury in US,less hotels and consumers to buy linens,cottom's price went high
The fix:sell products online,change the value chain,difficulities,fix from 2009 to 2012
_______________
time:1:50.55
consumers are willing to pay more to buy linens online than hotels,
focus more on online sales rather than hotel business,
travel less to hotel clients,
The take away:change business styles may open a new door to increase sales and profit margin
____________
time:1:35.67
The new study focusing on luxury consumers from different countries(5 countries).
Some details--American consumers put more focus on the brand than Japanese consumers.
Significance:make better understanding of different luxury consumers from different countries for luxury industry
__________
time:1:25.24
Detals of these two groups that help conduct this research.
___________
time:1:36.88
The case study of LVMH.
Its step-by step strategy:
1 the whole landscape,the whole business
2 specific strategies:now have a broader value chain,from leather and wines to auctions and other fields
Concerns:this broad chain has steep preminum and doesn't make profits now
1 LVMH should go back to its root and focus on leather and wines
2 LVMH's CEO:this portfolio makes sense,will have value,can make profits
Prediction and future:Which field should LVMH invest in?How to choose?
____________
time:5:07.76
How to make a luxury brand bigger?
A case study to start:Von Furstenberg
Fashion and popular in those years.But started to failed when the brand spreaded to lots of products in various categories.
The normal principle:when preminum degree increase,the brand will be bigger
The fix:This principle makes sense when the brand spread into adjacent categories.If the products have various and unadjacent categories,the brand may has decreasing profit margin.
Examples to explain:Von Furstenberg and Louis Vuitton
Further principle:whether the brand has symbolic value or funtional value
Brand with symbolic value can be put into wilder categories and become succussful.
Examples to explainouis Vuitton and P(the car..)
Von Furstenberg's failure:
1 unadjacent categories
2 not symbolic