A global Luxury group, Kering develops an ensemble of luxury houses in fashion, leather goods, jewellery and watches:Gucci,Saint Laurent,Alexander McQueen, Balenciaga, etc..Fran?ois-Henri Pinault,the CEO of the group, accepted the interview held by Twenty-first Century Economic Report said: "The market for luxury goods is not driven by demand, but by what sot of product you can provide and how you struggle to stimulate it. That is to say, good design ideas and good originalities can makea great difference in the marketing figures. In the luxury goods industry, 80%of the business comes from new products." In Saint Laurentand Balenciaga sales, a large proportion of all benefit is from new creative products.
The most important consumer groups that Pino attaches great importance to are middle millennials and people from middle class. According to his data,? 18% to 20% of the sale in the global luxury goods market comes from Chinese millennials. In the fourth quarter of 2016, as for the sales volume, what global millennials contributed to accounted for 50% of Gucci, while the proportion of Laurent is higher, accounting for about 70%. "Manypeople underestimate the comsuming abilities of this generation ," Pino said. "This generation wants to break the rules, which is good for the brands that are very creative.". For example, the core concept of Laurent design director Anthony Vaccarello is to subvert and break the traditional framework, dare to express the larruping idea. What’s more, its promotion activities are associated with youngpeople. "Brands deliver ideas and values through clothes, paintings, andmusic. These values are closely related to the younger generation, which is why the younger generation responds positively."."China's middle class is richer, too, and it is a group that can not be ignored.
中國年輕人買了20%的奢侈品
奢侈品公司開云（Kering）集團(tuán)旗下品牌包括Gucci（古馳）、Saint Laurent（圣羅蘭）、Balenciaga（巴黎世家）等。開云CEO弗朗索瓦-亨利·皮諾（Fran?ois-Henri Pinault）接受《21世紀(jì)經(jīng)濟(jì)報道》采訪時說：“奢侈品的市場不是由需求驅(qū)動，而是由你提供怎樣的產(chǎn)品而驅(qū)動。這意味著好的設(shè)計(jì)理念、好的創(chuàng)意可以創(chuàng)造出非常不一樣的市場數(shù)字，在奢侈品行業(yè)，80%的生意額來自新產(chǎn)品。”在圣羅蘭和巴黎世家的銷售額中，有很大比例都受益于新的創(chuàng)意產(chǎn)品。
皮諾最重視的消費(fèi)群體是千禧一代和中產(chǎn)階級。根據(jù)他提供的數(shù)據(jù)，全球奢侈品市場18%至20%的銷售額來自中國的千禧一代；在2016年第四季度，全球千禧一代貢獻(xiàn)的銷售額占到Gucci的50%，圣羅蘭的比例要更高，約占70%。皮諾說，很多人低估了這一代消費(fèi)者的能力，這代人想要打破規(guī)則，這對有很強(qiáng)創(chuàng)意能力的品牌來說是有利的。比如，圣羅蘭設(shè)計(jì)總監(jiān)安東尼·瓦卡萊洛（Anthony Vaccarello）的核心理念，就是顛覆傳統(tǒng)、打破框架，敢于表達(dá)與眾不同的想法，它的推廣活動都與年輕人有關(guān)。“品牌通過衣服、繪畫和音樂等方式傳遞想法、價值觀，這些價值觀和年輕一代息息相關(guān)，這正是年輕一代積極響應(yīng)的原因。”而中國的中產(chǎn)階級也更加富有，是不容忽視的群體。
