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

捉妖

占一个~~~
speaker：
the film descriotion about the founder of Chanel before she found that company.
Coco was successfull but full with tradegies:
   no parents with her,
   learned to sew though she had no interests in that,
   made living as singer in a bar though she singed bad,
   got a boyfiriend who treated her as a whore.
But finally her first boyfriend got her to meet the second boyfriend, the true love of her life.
She made clothes with simple style and spare colors--black & white, attracting the wealthy women who wanted to be different from others.
In her life, she was afraid of nothing and had a free soul.
（I guess she was in such a bad situation and really nothing to lose then nothing to fear.
   I have too many things to caculate and can not find a way out to my freedom ..555555）

speed：
Time2:在医院爪机读的没计时（好久木有这么努力过~~）
   the luxury linens, once sold to hotels, could not make profits as before because of the economics changes.
   SC fixed the crisis by selling the linens on internet, though it cost him some money and some years to build the proper web-site.
Time3：在医院爪机读的没计时
    SC got more profits than he did before the cirsis--the 2008's economic decline. He believed the word-of-mouth was important for the online sales, so he advertising on the the designers blogs to make his productions known. Internet was amazing that people would pay a lot of money without seeing the goods in front of their face.
Time4【276】2'01
   the digital company that specialize on the analysising the behaviors of the luxury customers, provides imformation to merchants to leverage their advertisments.
   a case cited in the passage involved customers from 5 different countries, showed that the US peopel consider the brand value the first when buying a luxury production.
Time5【220】1‘37
  the profits the company made and the scale it has.
Time6【220】1'38
  LVHM wants to double its profits, then started many other kinds of luxury productions more than leather and wine.
  But none of them make profits.
  The CEO believes the synergy is a good way for its value chain and value-adding activities, to spread the brands to the entire landscape of luxury business, though many uncertain questions are still existed.

lilacrabbit

掌管 6 00:03:26.79 00:12:28.63
掌管 5 00:01:00.78 00:09:02.84
掌管 4 00:01:35.54 00:08:02.06
掌管 3 00:02:10.20 00:06:26.51
掌管 2 00:02:08.20 00:04:16.31
掌管 1 00:02:08.10 00:02:08.10
读到第二遍发现还是挺有意思的诶 可是要复习期末考试了>_<
先码着，考完试再回来看~~

叶晴豆

啊，摔，又来晚了
谢谢ppx~
1:54
1:48
1:37
1:11
1:23
Obstacle 5:10
Diane von Furstenberg's original success: created the multifunctional wrap dress---develop a line of beauty---strategy: stamp her name on product---first work but later failed
reason: didn't translate her brand well to nonadjacent products
other successful examples who translate their brands well
key factors to exported into nonadjacent categories successfully : core brand's value? functional aspects? lifestyle?---symbolic value of brand name is more important
consideration---appropriate symbolic power ;symbolism can be consistently promoted

olivia瓜瓜

Speaker：
The history of coco channel
coco channel has become the toast of the fashion world.
She lost her parents and became a wild child .
She try to learn sth to shape her future.
she want to be special and eventually design the usually  black dress.
Her two gentleman  .
Channel cut simple dress and dressed on, The wealthy woman buy her clothing  and help her become the COCO CHANNEL.
She is not beatiful, but stronger than beaytiful.

speed：

Time2: 2m17s

In 2008,Vero Linens met the challenge that accompanying the Euro decrease and affected united states,it’s cost increase, and the American decrease its consumer.

Caradano decide to transform the entity sale store to online sale and then saved the chain value.      

Time3:1m48s  

Caradano viewed the mouth- Propagandas as a good methods to his product ,so he create the blog unit for publicity.

Caradano found that the profits from the direct consumer is far exceed the margin profits from the hotel.

Time4: 1m48s  

Albatross Global Solutions has done a luxury consumer poll from different culture.  

Time5：   

The introduction of the Albatross Global Solutions and 100merics .

Zh这个merics 也是一个管理咨询公司？

Time6： 1m21s

The LVMH expand its business by acquisition of many diversity aspects.

Obstacle: 5m02s  

Diane von Furstenberg created the wrap dress and Achieve to capture the customer’s heart.

It became increase revenue and expand his luxury product from clothing to books.

Finally, it’s brand plummet and revenue sharply decrease.

For customer who wish to see that their bought product more than other products value, The premium degree is important

But this rule is not always hold, unless it expand it’s products adjacent it’s core products.

The other luxury brands such as the LV,also extend their products,but they often expand to brands -relative products.

There also have firms successfully expand the category， yet their product  primarily  are symbolic and functional in the customer’s eyes.

Diane von Furstenberg’s problem is that it expand the cross-brand products,and lost it’s core brand concept.

When expand your luxury products, Be careful to whether the symbolism can be consistently promoted in the new categories.  

   

啦啦噜啦啦

谢谢ppx~好有意思的文章！！么么哒~
============================================
[4:27]
Vero is a brand that sell expensive linen to the hotels before.
However, because of the recession in 2008, Vero experienced a decrease of its revenue.
Its owner decides to sell it online.
=> It takes its owner a long time to finally give Vero a beautiful website.
=> To make more people know about its brand, its owner paid money to popular bloggers to promote for Vero.
=> Vero makes more profit online than from hotels. Since the margine is bigger and it saves a lot of money from travling.
=> Vero makes as much profit as before 2008.
[3:21]
Two companies work together to form a report of luxury analysis of the consumer. The result turns out that companies should pay attention to the culture differences. Two introdution of these two companies.
[1:18]
LVMH has a profolio of many luxury business, however it doesn't make a profit. Analysts suggest that it should cut some business, while its manager believe that LVMH will benefit from a mixed profolio.
[5:17]
F is a luxury dress brand and she was treated as the most influential designer after Coco Chanel.She made a large profit. Then she extened its product line from dress to other products such as books, suitcases, etc.However, she experienced a sharp decrease of profit after a period of time. The reason behind it is that the products she developed exceed her core products.
=> Some brands experience the same thing while others succeed.
-> Piere C is an example of failure.
-> while Cater and LV successed
=> The reason behind it is that there are symbolic value and functional value behind the brands.
-> when a brand expended its core products, it should stress the functional value of it.
-> when a brand expended its non-core products, it should stress the symbolic value of it.
=> Because F falsely stressed the functional value of its non-cure products, there is no surprise that it experiences a decrease of its profit.

ranran603

thanks
Time 2: 02''36
The recession rendered the luxury linens business profitless. The owner then tried to transit to online sales. He spent a lot of efforts.
Time 3: 02''16
The founder get recovery from the recession by focusing more on online sales than selling to hotels, as they charge more to online consumers than to hotels. Internet makes shopping easy.
Time 4: 02''34
The collaboration of a research firm and a data marketing firm. A study of global consumers shows striking contrasts, which demonstrates the importance of understanding defferent luxury consumers around the world.
Time 5: 01''19
The collaboration inceases its sales by tailor strategies and awarding companies which could optimize customer acquisition through online media.
Time 6: 01''43
LVMH has emerged a huge range of premium luxury brands but none has make profit yet. The CEO feels significant synergies emerge.
Obstacle: 05''07
The failure of the Von Furstenberg when extending her business into other categories suggests that extension shall be made to adjacent categroies. The author lists a few brands to examplify the conclusion. However, not all brands extending to nonadjacent categories failed. The truth is that symbolic power rather than functions and technics should be promoted when leaping into nonadjacent categories.That's why Von Furstenbery failed.

苏错

谢谢ppx~~~
11.29
Speed:
Time2:1'42
Caradano's decision about changes into online sales
Time3:1'25
How to generate online publicity and the results
Time4:1'18
A study about the feedback
Time5:1'12
Introduction about this collaboration
Time6:1'28
Obstacle:6'18

dianadai0029

Thx PPX.
Part I Main idea
Part II
[Time 2] 2:12[335Words]
Mr.C who is the founder of VL firstly aim the target market at customers in hotel.But unfortunately the financial crisis came, Mr.C downgrade the product to second tire brand. Until 2009, Mr.C came up with a fresh idea that selling the products on line.
[Time 3]2:04 [284Words]
Mr.C cites various reasons for sticking on the on-line sale platform, such as people would like to pay more than they shop in hotels and lower travel cost for the company.
[Time 4] 2:02[276Words]
One consulting company did a survey on luxury sale. The results showed the different preference among customers from disparate part of the world.
[Time 5]1:26 [220Words]
The passage introduced the two consulting companies.
[Time 6]1:40 [220Words]
LVMH is struggling about how to improve its sales. It covers many business with steep profit yet.
Part III
[Time 7]5:49 [729Words]
When luxury brands decided to extend into nonadjacent categories, they must take into consideration symbolic band value. Both failure and paradigm have been raised in the passage to corroborate the idea.

lyrsilvia

Time 2: 2'06
Time 3: 1'45
Time 4: 1'49
Time 5: 2'06
Time 6: 1'42
Obstacle: 5'04

miyini

thanks    ppx

2013-11-30 28-11

Speaker   stroy on coco chanel’s original development of luxury

2  335  2’14  how did the Fix come through the financial crisis in 2008 with all caw material priced up while output product low in cash. He wanted to escape the traditional values line and go on line for the sales.   

3  284  1’48  sales on online kept the profit of the company balance with last years. And what Fix has learn from this crisis is that individual consumers are more willing to buy things that are of good quality and high comfort than the hotels are. The profits they can get from the individual consumers are 50% more than that of the hotels. Takeaway ; when the business to business model is out, we can think some thing different from traditional to get things done.

4  276  1’37  the research about the luxury consumers. A consultancy company is doing a research on how people act on buying luxury and what will affect them when they chose what to buy. This research is allocated in us, japan, china , European, and brazil. This kind of information will allow the consultancy more efficiency and effective towards their costumers. And they found the keys of buying differences among these regions. Us pay more attention on the brands, while japan consumers only pay 23% attention on the brands.  

5  220  1’09  description about the AGS and 1000 meric group. Former is specialized in improving retail performance and understanding consumer trend in luxury field. The later is a company that help the industry with online sales service and provide rendition and good sales promotion and skills.

6  220   1’19  

7  729   4’31  the luxury business’ strategy on promoting and landing on  nonadjacent categories. Conceptional values that can transmit between these categories seamlessly and successfully.