高端进口品牌的未来是什么?
What does the future hold for the high end imported brands?
高端进口品牌的未来会怎样呢?
One of the interesting questions I have been asked in these past few weeks has been related to the imported products.
在过去的几周中,我被问到最有趣的其中一个问题是关于进口产品。
I have been asked about my opinion if we will see more imported ceramic products in the near future or not? Will the flow of imported tile increase, decrease or would it be stable?
As far as I remember when I made my first trips to China back in the early years of 2000 to 2002 I do not recall seeing any imported brand name stores or products. The only thing I remember was that I saw a couple of Porcelanosa stores one in Guangzhou and another one in Shanghai in non traditional ceramic markets.
我被问到将来是否会有更多的进口产品?进口瓷砖的产品数量会增加、减少还是保持稳定?记得在2000年到2002年间,我初次到中国出差的时候,我想不起有见到哪些进口品牌名字或者产品。我唯一记得的是在广州和上海看到宝路莎的店,而且它们都不在传统的陶瓷市场内。
But suddenly in between the years of 2006-2010 there was a "Boom" an explosion of imported brands coming to China in many different ways, but mostly never by their own. What I mean by their own is that they were not opening their own brand me stores but instead selling some of their products to companies or trading companies that had stores selling "Multi-Brand" imported products.
但是在2006年~2010年之间,进口品牌突然激增,以不同的途径进入中国,但是大多数都不是自己经营。不是他们自己经营所指的是,他们并没有开设自己品牌的专卖店,而是把自己的产品卖给一些公司,或者销售多种进口产品的贸易公司。
Nevertheless there were a couple of brands that are worth mentioning that opened their stores with their brand names but they were operated and managed by the local Chinese partner or by multiple partners in mainly Tier 1 cities: Gardenia Orchidea and Imola.
不管怎样,还是有一些品牌值得一提的,如加德尼亚和伊莫拉瓷砖,他们开设自己品牌名的专卖店,但是这些专卖店是由当地的中国合作商或者一线城市的多个合作商进行运营和管理。
These two brands hit the jackpot coming at the right time, with the right products to the right places and still up to last year they have been the reference when anyone talks about successful imported brands doing business in China. But these last couple of years it seems to me that they have not been growing or expanding as they were before. Do you think the same may be happening to them that is happening to LV Louis Vuitton in China?
这两个品牌像中头奖一样在正确的时间进来,他们拥有好的产品并且进驻了好的地方,而至今仍是大家谈到在中国取得成功的进口品牌时的参考案例。但这些年他们似乎没有像之前那样发展和扩张。你觉得LV在中国的状况也会发生在他们身上吗?
LV just closed 3 stores, one in Guangzhou, one in Harbin and the last one in Urumqi, leaving them with just 50 stores in the country. They may even close more in the next few months trying to reorganize their management in an effort to operate better in this difficult economy.
LV刚刚关闭了3家中国门店,一家在广州,一家在哈尔滨,一家在乌鲁木齐,只剩下50家店在中国了。他们可能在未来的数月里关闭更多,并尝试重组他们的管理,以更好地应对这个艰难的经济环境。
I believe the same may happen to the high end ceramic imported brands. I don`t think is wise for any of them to come to China now. I also think that we will not see an increase in imported ceramic tiles. It will stay where it is at (Steady) and not grow, it may shrink a little bit.
我相信这种情况也会在高端的陶瓷品牌发生,我不认为这个时候来中国是一个明智的选择,我同样认为进口瓷砖不会增加,他们将会维持平稳,或者有微量的缩小。
When the economy gets better we may see some more imported ceramic goods and even brands establishing in China.
当经济好转时,我们可以看到更多的进口陶瓷产品,甚至在中国建立品牌。
In the mean time we all have to focus to make things better and make better tiles and not leave completely the high end market to the importers.
同时,我们应该把注意力集中在如何把事情做得更好,制造更好的产品,而不是完全的把高端市场留给进口品牌。
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