Reading bank

Unit 6
1 Read the text quickly and find the following information.
1 The name of a luxury e-commerce site created by 4 Something that Hermès is selling in its pop-up stores.
Alibaba®.
2 The name of a luxury e-commerce site created by 5 The number of Zegna stores in China.
JD.com. 6 The name of the company that owns Louis Vuitton® and
3 The proportion of luxury purchases worldwide made by Dior.
Chinese customers. _

2 Read the text again and decide which of these statements (1–3) is the best summary of the text.
1 European luxury goods firms sell most of their products is a short-term worry for the Chinese domestic market
to Chinese tourists on holiday in western countries. because the low rate of the Chinese currency against the
Inside China, sales are still at a low level, because dollar means that imports are more expensive.
Chinese e-commerce sites like Alibaba and JD.com 3 European luxury goods firms are opening more and
are not good at selling luxury items. Moreover, there more stores across China. These stores give customers
are serious long-term worries about whether Chinese the feeling of luxury and exclusivity that cannot be
consumers will continue to buy European luxury goods. given on an e-commerce website. Many brands have
2 European luxury goods firms are entering the Chinese previously tried to work with Chinese e-commerce sites
market with a variety of strategies: working with like Alibaba and JD.com, but this was not successful and
Chinese e-commerce platforms like Alibaba and JD.com; sales were low. Meanwhile, there has been a slowdown
launching their own e-commerce websites; marketing in the Chinese economy, with sales of luxury brands and
through chat apps and opening stores. However, there high-end cars showing a big fall in the last quarter.

3 Choose the best meaning (a or b) for the phrases in bold according to the text.
1 A joint venture is …
a when two existing companies create a new company, b when two companies work closely together on a
each one owning half of it. specific project.
2 The word e-commerce means …
a email marketing. b internet shopping.
3 Digitally savvy millennials are …
a people born between 1981 and 1996, the first b people born after 1996, and the first generation to
generation to only know the world of computers, the think that artificial intelligence will save the world
internet and smartphones. from all its problems.
4 A pop-up store is …
a a short-term, temporary retail space, often in an b a store that has existed for a long time that suddenly
unusual location. becomes popular because of digital marketing.
5 If you dilute the exclusivity of your brand, you …
a reduce its price so that more people can buy it. b make it less special because everyone can buy it.

4 Match (1–8) with (a–h) to make phrases from the text.

1 the luxury industry is no longer suspicious a to the huge customer base
2 European brands want to develop a strong b contact for all our brands
3 everybody is keen to gain access c of Chinese e-commerce
4 policies to stimulate domestic consumption d the shorter-term prospects for the China market
5 French luxury house Hermès launched e presence in this fast-growing market
6 the store is the first point of f mean that Chinese consumers are a very large market
7 the currency exchange movements have had g an impact on the psychology of the consumer
8 other brands have begun to show concern over h an e-commerce website in China

5 Complete the words from the text using the definitions (1–8). Some letters are given to help you.
1 money coming in to a company; turnover reve es 5 the ability to understand what something is really like
2 relating to populations and groups of people in them in ght
demo phic 6 a feeling of worry about something important
3 the situation in which something happens back op con rn
4 well designed, advanced and complicated 7 relating to money, especially the actions of the central
soph icated bank mon ary
8 watching carefully vig ant

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 Reading bank

Luxury goods firms develop strategies for the Chinese market

The Swiss group Richemont has announced a joint venture with Alibaba. This marks the clearest
sign yet that the luxury industry is no longer suspicious of Chinese e-commerce. Until now many
of the foreign brands that dominate the luxury sector have been cautious about working with
Chinese internet platforms. They fear that outsourcing a part of their distribution could dilute the
5 exclusivity of their brands. LVMH, the world’s largest luxury group by revenues, is an example.
‘We’ve always been very careful with the way we distribute our products,’ said Toni Belloni, group
Managing Director at LVMH. ‘We have a global strategy that’s built around our stores as the best
way to access customers and China is no different. The store is the first point of contact for all our
brands – it is where storytelling becomes story-living.’
10 But Richemont has no such worries. It will launch its Net-a-Porter and Mr Porter fashion sites on
Alibaba’s Tmall Luxury Pavilion, an e-commerce platform created specifically to ease brands’
concerns about online shopping not being luxurious enough. It follows a move by Alibaba’s rival
JD.com to create the luxury online marketplace Farfetch, illustrating how the two biggest Chinese
internet platforms are keen to team up with European brands to help them develop a strong
15 presence in the world’s fastest-growing luxury market.
‘Everybody is keen to gain access to the huge customer base on these platforms,’ said Marco
Bizzarri, Chief Executive of Gucci®, at a conference in Shanghai. ‘On the other side, we need to
make sure we obtain the luxury feeling and luxury perception in terms of presentation.’
China is already the most important market for the booming luxury goods industry and is the
20 engine of future growth. Demographic trends, together with government policies to stimulate
domestic consumption, mean that the country’s consumers accounted for one in three luxury
purchases worldwide last year. Luxury sales in China are increasingly taking place in the domestic
market, rather than when Chinese customers make trips abroad, and this is driven by smaller price
gaps between China and the rest of the world. Most of this growth in China is happening online, led
25 by digitally savvy millennials shopping on smartphones.
Against this backdrop, less well-known Chinese e-commerce platforms like Taobao and Secoo
Holding are joining Alibaba and JD.com in presenting themselves as the route for foreign luxury
groups to build a foundation in the Chinese market. Between them they have hundreds of millions
of mobile monthly active users, advanced data analytics and sophisticated online payment
30 systems. Smaller Italian brands that don’t have a big group behind them have been among the first
movers to work with the platforms. Valentino and Moncler, for example, have both signed up with
Tmall Luxury Pavilion.
An alternative strategy for the luxury brands is to start by launching their own Chinese
e-commerce websites, begin marketing to Chinese customers through the highly popular WeChat
35 app, and then experiment with pop-up stores. For example, French luxury house Hermès launched
an e-commerce website in China and a WeChat pop-up store for its Apple smartwatch. It is
considering a collaboration with JD.com.
But the big e-commerce platforms believe that they can work alongside the brands’ own stores and
e-commerce sites. ‘It doesn’t have to be one or the other,’ says Sébastien Badault, the head of
40 Alibaba in France. ‘We can help brands with consumer insights so that they can figure out which
city to put their store in because that’s where their potential consumers are. We see where the
people are who have the money and the interest.’
Meanwhile, there are short-term worries about a slowdown in the Chinese economy. China is the
largest market for Italian menswear brand Zegna, which has more than fifty stores in the country.
45 Its owner, Ermenegildo Zegna, told the Financial Times ‘I am more and more concerned; I’ve seen a
slowing trend. I think the recent currency exchange movements have had an impact on the
psychology of the consumer,’ he said. China’s renminbi is close to its lowest rate against the dollar
for a decade, making imports more expensive.
Mr Zegna is not alone. Other brands have begun to show concern over the shorter-term prospects
50 for the China market. LVMH, the owner of Louis Vuitton and Dior, said during its third-quarter
results last month it would be ‘vigilant’ due to an ‘uncertain geopolitical and monetary context’.
Despite these worries, analysts warn that fears of a China slowdown have been exaggerated, with
sales of luxury brands such as Gucci and Louis Vuitton seeing strong growth in the last quarter,
alongside high-end car brands.

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