A us to create the market in these cities

In the Tower of China Telecom, on a wide boulevard planted trees, teaches Gucci spreads letters Golden in the heart of Changzhou, the "dragon city". The Interior of the store, 380 m2réservés accessories, the famous Italian brand bamboo bags, ties, shoes. The shop opened in January by the luxury group, property of PPR, is similar to those of New York or Paris.

Located two hours thirty Shanghai, Changzhou is party but of the cities of "third degree". There are 3.5 million inhabitants, nearly 6 times as less than Beijing. But in recent years, a class of wealthy entrepreneurs are developed in the textiles, including silk, electronics and agri-food. A customer to seduce. "This is the right time and the city to establish themselves, because there is now a real market for our products, explains Mimi Tang, CEO of Gucci Group in the Asia-Pacific." The lessor has made contact with us nearly three years ago. We waited the renovation of the building to come. "Built fifty years ago, this commercial gallery is passed to the private sector in 2005. Its owner, the founder of a Chinese brand of chic clothing for men, decided to attract global brands to raise his "mall" in range. A dozen responded present, like Burberry's or Armani. In China, Gucci is preparing his great leap forward. The towns in the Interior have become his new frontier. Last year, the Italian group reserved to the country more than 60 of its investments and, again, he will conduct the majority of its shops openings.

A YSL boutique next year

Since January, 11 sales outlets were opened. All brands are represented, Gucci, Bottega Venetta, Balenciaga, Sergio Rossi... Pending Yves Saint Laurent next year.

"In 2004, we had 4 points of sale in China and everyone thought that we were late." Since then, we caught our competitors with 49 stores. And it is still only a start. "Because the market has grown considerably," said François - Henri Pinault, CEO of PPR, which goes once per year on the spot. In the first half, sales of Gucci Group thus jumped by 53 in mainland China and 40 in the whole of the country with Macao and Hong Kong. Greater China now represents 17 of global turnover. The new challenge of the group is to locate, most from the coast, in changing cities. It has already taken foot in about 20 of them, first the capitals of the provinces. François-Henri Pinault is today smaller cities, but with a superior class installed. "83 Of households have incomes above 10 renmimbis million are concentrated in 8 provinces, in addition to Beijing and Shanghai." "It is there that we will explore," noted Joe Wong, the Chairman of Gucci Group China. On-site, as in Changzhou, some malls privatised 10 years ago have committed their modernization. "A us to create the market in these cities." The luxury is going to develop by the offer, continues to François-Henri Pinault. We have the ability to double our park in China.

A collection for children

The choice of settlement is carried out by the local team. Gucci claims to be the only group of luxury to have a "Chinese management." Which facilitates relations with the authorities and better understand the expectations of consumers. "We adapt our offer in terms of cities and stores, resumed Mimi Tang." The customer in these provinces has money, but she is not attracted by fashion. She wants to show its success through its purchases.

A Suzhou (6 million), known for its gardens of the Ming dynasty, there is not ready-to-wear for women, but only for men. However, there are bags and shoes for both. These gentlemen are still the main buyers of luxury in China. "We have a party of tourists who are not ready to spend too much, note Joe Wong." We offer products more entry to Shanghai. "This selection allows the group to ensure that all of its stores are profitable,"some since the first year.

While the Government initiated programs to encourage investment in poor, rural, and central areas, the expansion of Gucci will continue towards these areas. The country of one-child, build on a new point hard to seduce rich: its collection for children, in-store in the fall.