Cognac label LOUIS XIII taps China's expanding market
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[Photo provided to China Daily] |
With the anti-corruption rules released in China, and the global luxury market going down rapidly, what is the impact on LOUIS XIII's business? And how did LOUIS XIII react to these changes?
It was a great opportunity to adapt our business model to the changing landscape and build what is probably slower, but much safer growth.
Gifting is not overwhelming anymore, even though still deeply rooted in the Chinese culture.
People are now buying for themselves (self indulgence) which is why we need to know who our clients are. This is the only way for us to meet their needs and aspirations.
There is potential as there are many successful entrepreneurs and businessmen who can afford and like our products. Plus LOUIS XIII is well known within China, enjoying a great image.
What is LOUIS XIII's business strategy in China market? How do you plan to build up your brand awareness and further develop the Chinese market? Can you share with me your brand's future plans for China market?
LOUIS XIII is a global brand. It is also a true luxury brand that has to stick to a very strict tone and manner.
We are working on qualitative awareness at a worldwide level with global actions and campaigns. See the "100 years-the movie you will never see" featuring John Malkovich or L'Odyssee d'un Roi with Hermès or Heritage Past Present initiative.
We are implementing locally a very ambitious plan to attract, convert and reinforce loyalty with our clients. And loyalty is easy. Once you have tasted LOUIS XIII, you will become a fan. Not only because you are tasting time, it is a one-of-a-kind experience. LOUIS XIII should be tasted in a certain manner. Start with a drop on the lips to prepare the palate. Let the first wave of sensation wash over you. Another sip. Let the myriad aromas, intense and light all at once, take you away. It is in this moment that you experience the paradox of LOUIS XIII. Each decanter contains 100 years of history, the invaluable product of the passage of time. To taste LOUIS XIII is to discover the fragrances and the aromas of time.
