Global Distribution for Luxury Brands——Chanel Geographical Expansion in China (Chengdu) by Yi Lin

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

The simple-line designs of Chanel couture made popular the â&#x20AC;&#x153;flat-chestedâ&#x20AC;? fashions that were the opposite of the hourglass-figure. Boxy

Black & White

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

Simple & Elegent

PROPERTY

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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Privacy (Meeting rooms, V.I.P party) Internationalization (cohesive interior design) Flagship/Boutiques Popup Coffee/Game Center

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

COMMUNICATION MIX AND DISTRIBUTION

ROI MEASUREMENT

OBJECTIVE

COST

Consumption Conversion rate KPI per customer transaction Footfall traffic

Add a new content to a brand. At some level they complement the expansive digital presences of today’s global brands.

Expands on a brand’s experience with an uber-cool environment that is inspiring and relaxing. Offers distinctive ways to interact that add to the consumer’s visceral understanding

$5,535.20

OFFLINE(POP-UP STORE,FLAGSHIP STORE)

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Number of followers Liking the post Website traffic Customer engagement Consumption

Creation of a microsite within a site that will contain information regarding the new campaigns that will have links to shopping platforms

Get the maximum customer engagement, reach the new customers on their preferred channel.

$500,000.00

ONLINE( WECHAT, APP, OFFCIAL WEBSITE)

• • • • •

Using social media to create and spread buzz for new Chanel Flagship. Collaborate with KOL and celebrities to post their experience and pictures relate to launch events.

To connect with new and existing customers $108,000.00 To increase customers awareness

Assists social media to increase search volume and information trust

Gains trust from Increases OTS, reaches more people

$335,000.00

Providing consumers one of a kind experience by letting them participate in the events.

$188,000.00

Social Media(Wechat,Weibo,Tik Tok)

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Billboard

TASK

• • • •

Video views, likes and comments. Reading and forward traffic. Conversion rate. Engagement time. How do you hear about the product launch (Question in store or web-page).

Number of attendees . Public event for the launch of the new flagship and Monitoring the response of the prospective thus interacting with the consumers to make them get an essence of the brands heritage and legacy customers. Reading and forward traffic. How strong the buzz

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

Wechat

Weibo

Tik Tok

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

media Objective ROI Measureme nts Task

Billboard Gains trust from Increases OTS, reaches more people How do you hear about the product launch (Question in store or webpage). Assists social media to increase search volume and information trust

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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LAUNCH SCHEDULE

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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PRIVATE

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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INTERNATIONAL

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PRE-ORDER-PERIOD SEP 16

(Soft Launch) -- 2019-SEP 30

(Hard launch), 2019

• People who are interested in our new flagship store and the Chanel products can begin presale during this period. • Our new store will create the selection of pre-order for our new and hot products, and we will provide them with the delivery service or in-store pick up after the hard launch time. • Customers can walk through in the stores and try out the products in advance. We are awaiting intelligence on the pre-order if customers are interested in the diverse Chanel products.

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7days sale

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7days sale

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

7days sale

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(Y-T-Y)

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Budget Sheet - Human Resources Chanel Chengdu Taikoo-Li Planner Assistant planner

quantity salary($) 2 $2,500.00 4 $1,500.00

total $5,000.00 $6,000.00

Store manager Sales manager salespeople

$5,000.00 $2,500.00 $1,500.00

1 4 16

$5,000.00 $10,000.00 $24,000.00

accounting Security HR

$2,000.00 $1,500.00 $2,500

1 2 1

$2,000.00 $3,000.00 $2,500.00

Total(Monthly) Total(Yearly)

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

$57,500.00 $690,000.00

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

Budget Sheet Chanel Chengdu Taikoo-Li Operating expenses:

rent

Human resources

Logistics

Promotion budget

Total

$7,200,000.00

BUDGET/INCOME STATEMENT

$690,000.00 $700,960.00 $1,125,464.80 $9,716,424.80

Income Statement 2019 Chanel Chengdu Taikoo-Li Revenue Operating cost

Net sale

$32,894,784.00

Operating expenses: Rent

Human resources

Logistics

Promotion budget

Fixed cost Total Net income

Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata

$7,200,000.00 $690,000.00 $700,960.00 $1,125,464.80 $2,000,000.00 $11,716,424.80 $21,178,359.20

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Xueying Ding Jie He Yi Lin Huaqing He LXFM745 Prof. Alessandro Cannata