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

lexiyanou

[T2]1:57
In order to face the challenge of sales decline, the company made a new sales strategy to sale luxury products on line.
[T3] 1:36
Compared with hotel sales, the profit margin of direct sales is higher because customers are willing to spend more on quality linens than hotels, therefore,Caradano turned his working focus on online sales.
[T4]1:33
The research findings enabled the luxury industry to know what motivates the consumer and how they perceive luxury brands around the world and show major cultural differences.
[T5]1:03
The collaboration provided useful information for the luxury industry to  empower the brands to tailor strategies, advertising, and training to reach the affluent consumer; the background information of two cooperated companies are given.
[T6]1:18
The key elements of corporate and business strategy are employed by LVMH.
[T7]4:31
MI:symbolic brands can be more easily exported into nonadjacent categories than functional brands.
Structure:
1) a failure: von Furstenberg created  the multifunctional wrap dress and then extended the luxury line into books<== Reason: brand people associated with high-end dresses just didn’t translate well to nonadjacent products such as luggage and books
2) Another caseierre Cardin, successed first and then collapsed<=== Reason: The owners attributed it to the strength of the brand rather than to the brand’s fit with the new product categories.
3) conclusion: If managers want to extend their luxury brands into nonadjacent categories, they should consider whether the brands have appropriate symbolic power to cross categories;whether the symbolism can be consistently promoted in the new categories.

344531519

2'28 [136WPM] The online stort used to sell

the luxury linetin to the boutique hotel, but

due to the economic crisis, the sales fell

down dramatically. The owner then try to sell

their product online,directly to the

customers. The transition is not seamless,

but finally it boosts the sales.

2'14 [127WPM] To make publicity and stand out

in the online market is a challenge, but the

owener manage to make a breakthrough. Also

the margin of the online sales is greater

than the hotel sales.

2'28 [112WPM] A study of the luxury industry

was released to the industy

representitives.And the study shows the big

differences between luxury customers in

different countries.

0'55 []Other informations.

1'55 [114WPM] LVMH's merging strategy was

questioned but the CEO holds his point that

the policy will work.

4'57 [147WPM]
Main idea: The expansion of the luxury brand.
Author's attitude:Neutral
Structure:
1.Von's story
2.Von's failure is because she expand his

brand to the nonadjacent catagories.
3.Famous luxury brand usually expand to

ajacent catagory of their core products.
4.The tragedy of Pirre Cardin is caused by

its wild expansion.
5.Some brand also expand to the nonadjacent

successully because of their symbolic value,

not practical value.

铁板贝蒂

尽管不纳入统计了，话题还是蛮好玩，先mark，回头读~

neverbluelala

Native Speaker 28-11
Speed:
1.2'46[335]
2.2'12[284]
3.2'49[276]
4.1'32[220]
5.2'06[220]

Obstacle:
6.5'28[729]

jokerking

speed： 1.48   1.38   1.22   1.03   1.12
obstacle： 4.50   unlimited extend the range of luxury brand in nonadjecent field will wreak havoc to company.  

wensd1111

1 A 02:12
2 A 01:48
3 A 01:27
4 A 01:25
5 A 06:37
luxary band get premuin more if it get its core adjecent to needs. the symbolic could expand more successfuly than funtional brand. big name big advantages.

Apraura

Speed:
1.        (1’38’’) SC, an executive of an Italian luxury brand empire, jumps out of the traditional luxury goods sales mode and starts to run e-commerce business when facing economic crisis. In order to meet the best decent outcome, SC attempts to refine the web 4 times.
2.        (1’12’’) Internet is absolutely a savior of SC’s corporation. Now he focuses most of his energy on Internet trade, and spends less time on hotel business.
3.        (1’26’’) AGS launches a research to find out the motivation holds by the people, of different nations, who buy luxury products.
4.        (0’58’’) AGS is a professional association that specialized in luxury research work, through polls result, it offers recommendations on advertising, training, etc. to various luxury brands in order to facilitate their retail sales.
5.        (1’07’’) LVMH has a great variety of luxury goods categories that can melt in the culture worldwide.
Obstacle:
(2’59’’) In the heading of the article, the author gives an example of VF, analyzing its forthcoming failure is that the brand overestimates its core product and expands too wide. Yet most of successful luxury brands expand their business field, but only to coherent field, and their backup, core product, is extremely powerful. The degree of the width of expanded products should be customized according to the mighty of its core product.

land炫

time2:1min51s
遭遇的困境（challenge是美元贬值，profits变少，顾客买的没有以前多）；补救方法（fix）线下转线上。
time3:1min24s
hotel business转为online sale的结果是顾客愿意花的钱更多，公司的revenue也比以前多
time4：1min19s
关于一个公司做的poll的结果，主要调查consumers的侧重点，例如很多美国顾客看重brand而日本则只有23%。分析了各continents顾客的消费偏好
time5:57s
介绍了两家公司的大致情况——分布、从事业务……
time6:1min8s
以LVMH为研究对象，研究luxury industry。

追梦论坛的账号

Time 2 2:23 Vero---> 2008 --->cost↑ & 状况不好--->onlinestore（customer diverse）
Time 3 1:43 challenging--->publicity--->赚得多（边际利润高）--->旅游少（省钱）--->focus on onlinestore
Time 4 1:56 研究Luxury consumer--->美国人注重品牌价值--->brand's website powerful
Time 5 1:52 两个公司的不同策略和背景
Time 6 1:17 LVWH要profit↑--->投资--->有人认为投资范围太广了--->要的是协同效益
Obstacle 6:07 一个品牌↑--->↓--->跨catogory顾客不买账--->也有跨catogory顾客买账的比如说宝格丽等functional品牌