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In response to the growing number of female customers, he said that Montblanc will focus on women's jewellery next year. Now, 25% to 30% of the total sales are designed specifically for women, and will continue to expand. The proportion of female products.
Adjusting China's business model
In recent years, Montblanc, a century-old European brand that focuses on men's luxury products such as high-end stationery and leather goods, has continued to develop in a diversified direction, starting with watches, jewelry, and glasses.
Last year, Montblanc's business model in China made great adjustments and established branch offices to replace agents. In October last year, Montblanc took control of 15 Chinese markets, shut down more than 10 stores, and gradually integrated 55 stores in 26 other cities. “We have switched off some of the smaller stores and will expand the scale of some of the stores.†Mr. Bei Luci said that the market demand in China has grown rapidly and it is clear that agents have not been able to continue to serve the long-term development of the brand.
Bei Luci disclosed that following a strategic adjustment last year, sales in the Chinese market rose from No. 10 to No. 5 in the Montblanc global market rankings. As of April this year, China's sales have reached the third place.
Will establish a flagship store in Beijing and Shanghai
At present, Montblanc has a total of 8 sales outlets in Shanghai. The largest one is about 100 square meters. Bei Luci said that it will continue to expand the scale of the shop. He has been looking for a number of times larger than 100 square meters in Beijing and Shanghai. The store hopes to use it as its flagship store in China.
When talking about the spending habits of Chinese customers, Bei Luci said that many of Montblanc's customers are collectors. Some of Montblanc's collections contain special commemorative significance and are limited in production. They have added value potential. Chinese customers are more inclined to Montblanc's star series, while the time series is more popular in Europe and the United States.
Although the Chinese market has a very large market potential. However, some stakeholders believe that the market is not mature and there are still certain risks.
Montblanc: The next 30% of products sold to women
"In China, our next goal is to provide women's products in not less than one-third of the stores." A few days ago, Wan Lunong, general manager of Bayer Long, told the "Daily Economic News" in Shanghai, at present, About half of Montblanc's customers are female customers.