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

crystal9291

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

OBSTACLE
5：34

NativeStudy菌

iamyingjie 发表于 2013-11-29 00:45
好高端洋气的主题。谢谢ppx~

又被催。。。每日一催么亲，包邮哦

GillSun

PP一个男生可以找到女生这么哈的主题 真的很用心 我还特意去搜了那个电影呢~
======================================================
Time 2 1'47''
Time 3 1'37''
Time 4 1'40''
Time 5 1'13''
Time 6 1'17''
Obstacle 3'53''

zxppx

1.2-20
C, a founder of a luxury linens company whose main customers are high-end hotels , has faced a problem since the financial crisis in 2008. According to the article,the challenge is that: a large number of companies shut down, and price of cotton is outrageous, promoting the cost and reducing the customers. In order to solve the problem, C decided to change the strategy by attracting individual customer online. Even though the redirection is not as easy as expected, C has kept at it.  
2.2-00
As we know, the trasition to online sales is not easy, but C does make it. Although he doesn't disclose the profit, but he points out that the revenue is the same as what he had before the crisis. What's very important is that he realizes that the world-mouth publicity does matter. In order to attract more consumers, he would like to hire this kind of designers who blog a lot and have a large number to fans. What's more, the online sale also helps save much money used to spend on his travelling to hotels to make business. C expresses that he never thinks of how powerful online sale can be and is surprised by the result. As a matter of fact, the profit from consumers online is much higher than that of hotels.
3.1-32
Two companies cooperate to do research about consumer luxury market by studying 90 customers from five continents for 6 months. They find out that Americans care more about brand values than Japanese. What's more, this research is helpful for us to learn about consumers' feedback on the luxury market.
4.1-29
Two companies are engaging in the project, willing to find more information about consumers to help increase the profits of luxury companies. Both of them have a lot of employees around the world and serve for a large number of luxury brands.
5.1-33
LV wants to make more profits in the luxury market, even though it has already 12.5 percent market sharing there. However, it turns out that its widespread strategy, related to leather goods, wine, auction, and so on, is not as efficient as expected. Some people think the company should focus on its original leather goods, but the leader of the company believes that his plan will bring more profits in the future, considering the benefits coming from a lot of industries.
6.4-54
According to a large number of researches, we find out that if the new field that a famous luxury company wants to engage in has no relationship with the company's core field, the investment may not turn out as successfully as people expected. At first, consumers buy certain products, because they believe these goods come from famed companies. However, if these products belong to nonadjacent fields of the core products, customers will lose their passion for these commodities. On the contrary, when companies can expend their business to adjacent fields that have relationship with their core products and improve their core competence at the same time, it is highly possible for them to succeed.

twingj

time 2 : 2'04''
time 3 : 1'58''
time 3 : 1'42''
time 4 : 1'24''
time 5 : 1'27''
this ia about the problem coranardo met and the fix he did to save his career. he imported italian products--leans to U.S. and sold them to the hotels or someplaces where needs it.
however, as the recession in finance and in the walt street, and the price of the dollars to euro rises, the costs of these products rise and the profits decrease. he admit that his career had a recession.
the fix he did is because of the findings that some buyers still consume some high-level products.so he decided to have the online sales. he invited some people to design a suitable website,but, the first man failed to satisfy him. later he invited almost 5 mrn to build the website convenient and correctly used.


he says that the onine sales have worked but it is still difficult to stand out. and the revenue is the same as 2008 even it is  not more profitble than 2008.
(he finds that word-of-mouth is a effective way to advertise his products aronud the circle of the consumers)
the reasons that he decides to focus more on online sales are as below:
first, online sales are more profitable than selling to hotels as hotels buy three to four will make the profit decrese.
second, it saves the cost of going to different palces.

the reearch about the luxury market. to leverage the luxury producers and know what the consumers motivations are, they invite a group of 900 members who purchase luxury products in more than five different conutries.
they find that 50% amercian cosumers pay more attention on the brand values while the japanese only have 28%.

they introduce two companies that help to know the luxury industry.
the first is...(leading marketing research firm)
the second is the pioneer leading the industry.

it is about the lvmh. the global luxury comapny.  the company wants to double its profit and therefore decides to change the products from leathers to wines, arts to some other fields.
somepeople raise the questions as the profits do not change. however, the ceo of the company argues that it can dig the potential and make the future profitable.
other people all wonder which (geographic regions)the company would invest in or ...(which product market it should retain)

elleyj

Time 2:…看完之后我都没有意识到这是第一篇time，还以为是导语。。。。
After the recession, Vero Linens experienced large profit shrink, due to the increased cost and the dwindled market in the US. However, the founder of the company turned to online selling directly to customers, bringing him more profits.
Time 3: 1’29
Word-of-mouth publication—most effective—interior design bloggers
Online customers—get profits equal to before the recession—higher marginal profits by selling directly to customers than to hotels
C focuses on online selling
Time 4: 2’06
一边记一边看真的就慢了。。。手上要提速啊【而且写的什么还要命的看不懂】
AGS—a firm aiming at making research on consumers in the luxury industry—recently on the behavior and desires of modern luxury consumers—both boutique and online
Consumers on 5 continents—compare
USA—brand value—great importance—not in Japan
Time 5: 1’18
AGS—market research firm—offices all around the world—focuses on consumer behaviors in the luxury industry and on improving the sales of its client company
1000mercis Group—interactive data market revolution—offices around the world
Time 6: 1’10
LVMH—seek to double profits—multiple business lines—all kinds of luxuries—not make profits
Investors and analysts—focus on leather and wine
CEO of LVMH—stick to multiple
Raise questions

Obstacle: 5’02
Case study—the failure of Von Furstenberg
Gain popularity at first—fade away later on—reason: didn’t extend successfully the value from its core products to nonadjacent products
Examples of LV and Cartier
Whether the brand will leap successfully—whether the value of its core products is symbolic or functional (examples)
When consider to leap—think about whether the brand has the appropriate symbolic power

f0070515

占座~~~~~~~~~~~~

thenewme

SPEED
6 1'09
4+5 2'16
2+3 3'02
OBSTACLE
3'53
very reasonable!
taking careful consideration when you want to extend luxury brands into nonadjacent categories (e.g. Von Furstenberg)

吐吐yeah

Speed
1:55
1:38
1:28
1:06
1:07
Obstacle 4:01
main idea:how to make luxury brands more successful
structure:
the example:failure of Von Furstenbergnew findings:
1.A luxury brand’s profitability will usually increase as the premium degree increases—but only if the brand is extended into product categories adjacent to the core brand.
2.Symbolic brands can be more easily exported into nonadjacent categories than functional brands and can succeed in these categories when they consistently promote their core symbolic attributes.

f0070515

speed
time2 1:51
the challeges that luxury company face: recession, sale decline
the fix: the trasition to the internet
time3 1:42
the online publicity strategy that company use
the online sale bring the company than  profit margin than sale to hotel clients
time4 1:33
it is important to understand the different luxury consumers around the world
eg. US consumers focus more on the brand value than the japanese do
time5 1:13
two companies which specialize in improving companies' sale performance and helping optimize the their customer acquisition
Albatross Global Solutions and 1000mercis Group
time6 1"22
Louis Vuitton Moet Hennessy: In Search of Synergies in the GlobalLuxury Industry
obstacle
main ideal: how to extend the brand properly
author atitude: neutral
structure:
success of von Furstenberg
brand lost momentum
the rule  does not  always hold that luxury brands increase in profitability when consumer perceive that these goods offer more value than other comparable products
only if the brand is extended into product categories adjacent to the core brand.
   ---Louis Vuitton and Cartier,
symbolic brands can be more easily exported into nonadjacent categories than functional brands and can succeed in these categories when they consistently promote their core symbolic attributes.
conclusion: when considering extending the luxury brand, manager should concern whether the symbolism can be consistently promoted in the new categories.