The 5th Anniversary of China's Accession to China Versace's "More China"

All Versace products, whether it is fashion, jewelry, jewelry, or cosmetics, carry the same logo—the image of Medusa’s witch. This mythical design represents a deadly attraction. The beauty of a snake witch can instantly turn a person who sees her into stone.

The Italian company brought Versace fashion with the portrait of the snake witch to China in 2000. Although in the past 6 years, Versace has only developed 5 stores in China, in 2007, they will build a new one. 9 stores.

Passing luxury

Five years after China's accession to the WTO, tariffs have been lowered five times, and luxury goods are gaining more and more market. “China will become the largest luxury consumer market in the future,” said Giancarlo Di Risio, CEO of Versace. More and more luxury goods are actively infiltrating into China. Versace naturally is not willing to show weakness. This may be the reason why Donatella Versace, the vice president and design director of the board of directors, chose to visit China for the first time on the fifth anniversary of the accession to China.

In October 2006, Versace’s design director, Donatella Versace, the company’s successor, visited China for the first time and had fashion exchanges in Beijing, Shanghai and Hong Kong. The purpose was simple and more to convey the VERSACE luxury spirit to the outside world.

Versace, which was born in 1978, is making every effort to carry forward the luxury spirit. China's store expansion has already been on the agenda. In 2007, Versace's stores will be expanded from 5 to 14.

Of course, Versace also knows that Chinese luxury goods marketing is not very mature in the Chinese market. “Does the high price mean luxury? It should be said that the key lies in how to guide consumer behavior and how to convey its own luxury content,” said Donatella Versace. “Versace’s extravagance comes from her particularity and small batch production. Under the fine craftsmanship, it is perfectly possible to make even the smallest things like eyeglasses, handbags, etc.” They are now brewing in China. Tried the meeting, and "has already made reservations for customized fashion."

More China

When customized fashion became possible, Versace seemed to have to consider further sinicization. Although products designed specifically for China have not yet appeared, they are no longer far away. At the just-concluded Milan Fashion Week, Versace07's spring-summer fashion shifts toward a calm, restrained style. This is considered a kind of oriental design change.

Donatella said: "The change of Versace's style of new products next year is a decision made by the company. It is a change to increase the development of the Chinese market. I believe it is more in line with the tastes of the Asian people."

He even considers using Chinese supermodel Juan to do Asian endorsements. As an international high-end brand, Versace has always had close contacts with international superstars. In addition to advanced customization for them, in the past three seasons, international superstars such as Adonna, Demi Moore, and Hari Bailey were used as spokespersons.

“China's luxury consumer groups are very different from those abroad, and that is, the average age is a lot younger.” According to Versace Group CEO Giancarlo Di Risio, “We currently have a special brand for young people called versace jeans couture. And the price is more suitable for young people. Currently the store has opened 20 stores in China and will expand to 30 in 2007.” The sub-brand price for young people is similar to VERSACE.

This is also the general trend of the development of international first-line brands in China. According to a report from Ernst & Young, most luxury consumers in mainland China are between 25 and 50 years old. Chanel, who has always been known for his classics, also pioneered the young people market early this year and launched series products specifically for young people aged 20 or younger. Zegna’s young style deputy Z.Zegna will also be faster than its main brand in China. .

Donatella Versace said: "The young people's market is the main goal of Versace in China. I hope that the young Chinese people now are our loyal consumers."