"One day, you're welcome, and the next day you're out." In the hottest reality show "Project Runway" in the country, German model Heidi Klum, who often repeated the opening remarks, reminded players and Audience, seemingly bright behind the fashion circles actually cruel competition. Partrizio Di Marco is well aware of this. Di Marco is Gucci CEO, while Gucci is currently the world's second largest luxury brand after LV. They always look for the best opportunities for expansion in China, so when Marco Wong, chairman of Shanghai Golden Eagle International, gave a commitment of 2,000 square meters of shops facing the street, Di Marco and his team finalized here in three months out of China The 28th branch, China's flagship store. The Gucci store in the world after New York flagship store size. Very subtle, Di Marco selected China flagship store close to Nanjing West Road in Shanghai, and LV mainland China's first store across the street, and beyond the area of ​​the latter's stores. Di Marco said that in the next few years, Gucci plans to have 40 branches in China. Currently there are 50 in Japan and about 70 in Europe. For the planned size of China's stores, Di Marco does not think it over. China has become a key area for Gucci's sales growth. Its branded products jumped 41.5% in the Mainland, Hong Kong and Macau last year, boosting Gucci's overall revenue growth by 8.1% to 3.38 billion euros. "Chinese consumers may become the dominant force in the luxury goods industry in the coming years, just as Japan did years ago," Di Marco said. "Fast fashion" or "slow fashion" After taking office on January 1 this year, he was on the one hand to withstand the enormous financial pressure caused by the luxury goods industry, on the other hand Gucci brand value in the world's leading luxury brands rankings reached a history The peak since the adversity pursuit of performance improvement and protection of brand value also constitute a double pressure. "This is the worst period, in all industries and in the luxury sector," Di Marco said. After all, affected by the financial crisis, the decline in investment and the rising unemployment rate will directly affect consumers' spending on luxury goods. According to the report submitted by the consulting company Bain: Gucci spent eight months to design, produce and transport goods to the store the cycle is too long. Can be compared to the rapid rise of the fast-fashion company Zara every 3 to 4 weeks will replace 75% of its goods, and Gucci just replace 5 times a year. "We do not need to make seventy or eighty design changes in the same package, two or three are enough." Di Marco does not consider "fast fashion," but instead thinks it would be foolhardy if the industry moves toward complex extremes . This "stupidity" also means higher costs and investment. It sounds like some of the rules that subvert the fashion industry. The industry is in a fast-changing world where new products are needed each season and new ideas are launched in due course. Even Gucci, also in the past management system worship of omnipotent designers. This is especially evident in the Tom Ford era. Known as the world's 90's of the last century, the most creative designers to inject new vitality into this old brand, but also almost completely gave up the consideration of consumer demand. As a manager, to continue the previous model is clearly not consistent with Di Marco's style. Evolving from a family business to a multinational company, the scale is as important as sales. To make money, this is the primary consideration. In this context, Gucci incumbent designers will be more defined as the purchasing group of middle-class women, Gucci that this is the rise of the newly emerging mainstream consumer groups. Of course, Di Marco insisted that it will not launch low-priced goods. Instead, he announced the need to move business toward higher prices and more iconic direction. "A lot of people are wondering, selling luxuries is not a lot of money, but to be honest, I'm too lazy to listen to those words. Best service, best quality, best product - good things are not cheap Our customers will not queue up for bargains. "" And it's a serious industry, not a fool .Gucci has 800 employees in China, 800 families and lives in Gucci, and there are 12,000 This is not a joke for people who are directly or indirectly related to Gucci and they also need to make money, "Di Marco said. He believes that the strategy of coping with the economic crisis is to return to history. This fast and slow collision in Gucci's new store can find the answer. In addition to those multicolored, boldly designed and very varied men's and crocodile leather luggage store prominently in the store, Di Marco hopes through the alligator to make the 88-year-old G logo to a higher price; while Jack The "comeback" of the bag (named after Jacqueline Kennedy) is the use of the theme of the 1940s. "Suppose a bag is beautiful enough, why can not she put it on a shelf quarter after quarter?" Di Marco asked the CBN reporter. Without so much change, you can better control costs and quality. "I do not deny that there are a lot of brands in the luxury goods industry, they have different styles, but only a handful can talk about 'a hundred years of history': Gucci, LV, hermes, and Chanel. It's hard to find other names, "Di Marco said. Only slowed down production as the world's most populous market. According to the statistics of the previous two years, the most popular designer brands of Chinese consumers were Chanel (15%), Louis Vuitton (13%) and Versace (12%), . Gucci is trying to change the situation. At least, the number of stores from the Mainland to see, Gucci, followed by Louis Vuitton, is the number of stores in China, one of the more luxury brands. "It has been reported before that we cut production. This is totally wrong. We just slow down production rather than cut production. Slower, that is to say, do not run so fast, It's about slowing down and refining our management, "Di Marco confirmed to CBN correspondent. In the first quarter of last year, the sales of fashion brands dropped by as much as expected. At that time Gucci Group said the company's first-quarter sales are suffering more than expected decline "doom", the news is seen as consumers desire for the reduction of luxury goods, the first significant signal. "The sales so far this year are much better than a year ago," Di Marco said. According to PPR Group announced its Gucci Group's first quarter earnings, Gucci brand to 567 million euros in sales achieved a slight increase year on year, of which fashion leather business sales rose 4%. They now have 7,000 direct employees worldwide and 5,000 or so partners and no plans to lay off staff. Di Marco said that those who have been partners for many years the business is not too much affected. He is reluctant to predict when the impact of the current global economic downturn on the luxury goods industry will be eased and whether the global shop opening plan is slowed or shelved. As for when China opened 40 stores, there is still no clear timetable. The final rate will depend on the overall market conditions and the development of secondary and tertiary cities and real estate opportunities