Many Chinese women think owing LV goods is the way to show status. Due to its unique and noble and stylish products, LVMH attract innumerable loyal customer and become extremely successful in Chinese market. Indeed one of the main reasons why Louis Vuitton becomes successful is its premium position. LVMH always focus on high-end market and meet customers’ needs of recognition; it also gives sense to the customer that they are the wealthiest people in the world when they own the LV bag; undoubtedly it seduce countless elite-class Chinese customer who need recognition and symbol of wealth. In addition, its exclusive distributions also contribute to its success. In fact LVMH does not scale up its productions to reach the mass market. Indeed, only few customers, especially rich people, obtain its product and thus consider the products as valuable and unique. In my opinion, the article overlooks the importance of its show-case strategy. In order to maintain its noble image, the company spend millions and millions dollars on design and decoration of LV show-case. It not only attract millionaires and nobles to purchase its bags, but also attract countless people (even if some are not rich) to view and admire its products. It really can create prestige and maintain nobility.
Link:
http://marketingtochina.com/louis-vuitton-in-china/
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