【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

crystal-yao

zxppx 发表于 2013-11-29 00:20
Part III： Obstacle

【Paraphase7】

好久没来了，拒绝颓废！
time2 [335] 02:33
The 2008 crises led to the cost of linens increased, and as a result, the many costomers stop to  buy this brand of linens.
The CEO realized the luxury consumers continued to buy high quality  linens and determined to initiate the online selling.
The transition to online sales wasn't seamless.

time3 [284] 02:32
The company got about the same revenue as before 2008. Because the solo costumers prefer to buy more than $1000 linens than hotels, and the profit margin is higher.
Also, C need less traveling which saves lots of money.
C says he will focus more on online business.

time4 [276] 02:39
A study about luxury marketing took place, and it give the feedback to the clinents preference through different culture.

time5 [220] 01:38
Introduce 3 companies related to the study.

time6 [220] 02:21
The background of the case of LVMH

obstacle [729] 06:48
A failure of the Von F. The expand strategy worked at first and then the profits and revenue declined rapidly.
The study shows that the luxury brands which have promarily symbolic value are easy to transfer to adjacent categories while thoes have functional values brands are not.

yinghua9122

Time 2
A upscale linens company met 2008 financial crisis, which gave this luxury company fatal hit, but the manager wanted to use selling online strategy to revive his cmpany.
Time 3
Selling online is a challenge, but it also have more benefit than selling to the hotel, such as 50% more profit margin, less travel to save money etc.
Time 4
There is a company which specializes in the market research did an investigate about the incentive of luxury-buying customers. Results are different in different national, different cultural people, which will give luxury companies many suggestion about their strategy or products.
Time 5
Introduce sth about the research company and 1000mericis Group.
Time 6
This is a case study of a business school about LVMH, its synergy. LV has  its vule chain very wide, from leather to the wine, art auction. Investors don't think this is a good thing, but the manager has opposite opinion.
Time 7 Obstascle
The important of the company's stragy. Diane has failed to extend its brand. The author emphasizes that if  luxury companies extend their brands and be profitably, extending into categories adjacent to their core products is important. Core brand's vaule is pivotal for them.

宋可嘉2009

02.22.03
01.50.27
01.59.56
01.24.03
01.40.40
05.12.07

ldssg

2.25 the challenge of the luxury company VL: euro rose, dollar depreciate, the price of cotton increased spiked and the finance crisis in America.
The fix: diversify consumers base and sell products online.
The transition to internet is not seamless. C failed for three times before success.
2.29 high word-of-mouth publicity is important for the success of the ecommerce.
Individual consumers are willing to pay a higher price for quality linens, which is the secret of VL’s high profits.
It also save VL a lot of money, and VL will focus more on online market.
2.33 AGS and G1000 cooperated to do a research about the desires and behaviors of the consumers of luxury companies.
It object who came from different countries were investigated various aspects. The results are helpful for luxury companies to appeal to the traits of consumers with striking distinct.
2.02 introductions for two companies.
2.03 LV’s synergies strategies.,
5.59

roxlv

speaker:
black dress.(coco chanel)
it's a film about young chanel,its name is coco before chanel
preview:
high-fashion.
a man help chanel,she asks for property.--celebrity
orphan:
boring activity--special--successful
black and white --the basic color and the signature.(black suit man and widow)

coco is graceful,ambitious.
Boy--she cut the man's clothes and make a skirt--wealthy woman help coco become chanel

her secret of success:she is smart,free personality
tragedy:car crash made her lose two important man.

(corset:束腹；chic:时髦;penniless:贫穷的；dreary:沉闷的；convent:女修道院；sew:缝合；nun:尼姑；fetish:恋物癖；les veuve:寡妇；seedy:下流的，没精打采的；courtesan:高等妓女;whore:娼女；pastry：面粉糕饼；flat-chested:扁平胸的；adject:卑鄙的)

time2 4'26
--Steve sell Italian luxury to hotels in u.s to make profits.However,the rising price of euro made him lost his profits.
--changed his strategy and started online sale.however,the design of the website was not satisfied him.

time3 1'53
since Steve changed his strategy from direct selling to hotel to online selling to customers,the profits increased largely.
the online selling opens up a new sales opportunity and increase a company's profit margins

time4 1'56
a survey conducted on the 900 eligible consumers from five continents showed that people in different contries have different preference or definition about luxury brands.and it's important to know customers' demands.
(boutique:精品店；eligible:合格的;striking:显著的；惊人的）

time5 1'15
the brief introduction about Albatross Global Solutions and 1000mercis Group.

time 6 1'36
the strategy of LVMH was hot discussed since it had involved in so many different fields which not yet brought profits.However,the CEO of LVMH thought the protfolio of global brands would emergy synergies someday.

obstacle 4'41
--the failure of Von is due to her overemphasis on the technical aspects of the nonadjacent products rather than the adjacent products to the core products.
--the success of other luxury brands mainly because these brands have embedded in different catogories of their products.

leilawang

1)2'20
2)2'10
3)2'16
4)1'35
5)1'36
6)6'19

lisa_change

speak: there gonna be a movie that describes stories of coco channel: how she succeeded, what she suffered, ..., etc.
time 2: 2';
time 3: 1'30''
time 4: 1'30''
time 5: 58''
time 6: 1'18''
obstacle: 4'10

Dora7

TIME2：2'09''03
08 financial crisis make dollar devalue and reduce VERO's profits ;sale decrease
change the situation through online store

TIME3：2'02''12
online sales :consumer willing to spend more ,50%more than seling to hotels
and C's attitude toward onlinesales(+)

TIME4：1'31''45
AGS:a market research firm .take survey around the relative consumers and analysis the trend that motivate consumer

TIME5：1'12''32
introduce two firms

TIME6:1'10''30
to improve profits LVMH focus on strategy driver and key player
but investors hold that it should back to roots and CEO don;t think so

OBSATCLE:6’42‘’12

crystal9291

SPEED
T2 2：22
T3 2：04
T4 1：51
T5 1：18
T6 1：40

OBSTACLE
5：34