Louis Vuitton vira la estrategia en China: sube precios en el país
Louis Vuitton sube precios en China. La compañía francesa de lujo, propiedad del conglomerado LVMH, ha aumentado en casi un 4% sus precios en el país asiático durante el último año, según la herramienta BechMarque de Deloitte.
En Reino Unido y Japón, la compañía francesa también ha subido los precios de sus productos durante los últimos doce meses, según la consultora, mientras en el resto de países donde opera, Louis Vuitton ha mantenido sus precios en plano.
Este movimiento se produce un año después de que Louis Vuitton optara por disminuir el precio de sus productos en China para respaldar los esfuerzos del Gobierno del país para reducir el precio de los productos de lujo y dinamizar el consumo interno.
Chanel, Dior o Bottega Veneta son otras de las compañías que también han reducido precios en China
Chanel, Dior o Bottega Veneta son otras de las compañías del sector que han seguido esta estrategia en el último año, según Jing Daily. En este contexto, el banco suizo Credit Suisse ha señalado que espera que las compañías de lujo realicen aumentos “agresivos” en todos los mercados clave.
En 2018, LVMH facturó 46.826 millones de euros. El conglomerado francés del lujo, dueño de marcas como Louis Vuitton o Dior, finalizó el año con un crecimiento del 10%. El beneficio, en cambio, se incrementó un 18%, hasta 6.354 millones de euros.
China es uno de los mercados clave en las estrategias globales de pricing de las compañías de lujo. Durante años, las marcas mantuvieron en el país un precio superior al de Europa y Estados Unidos pero, con la expansión del ecommerce, optaron por igualarlos en todas las geografías, bajando precios en China y subiéndolos en Estados Unidos.
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