Hongkong women’s wear brand Ochirly nearly two years with” similar” major suit design in the mainland sales, walked into the store brand, will see with channel temperament coat, backpack, smaller size and with different accessories, Loewe or even Hermes Celine. But the price is only about one percent of the brand.Interestingly, this brand has received the LVMH group of olive branch, not long ago, the world’s largest luxury group bought shares in the Ochirly10%, transaction size high amounts to 200000000 dollar. Unlike other fast fashion brand, the customary ” and major suit cooperation”, Ochirly this is true with LV gene.The incident that sparked the hot discussion, while leading the acquisition of LVMH fund L Capital President Daniel Piette emphasizes again and again, these brands ( Ochirly ) does not belong to the LVMH group luxury ranks, but the industry will be more willing to read as its the investment strategic investment.Luxury goods will hold?The L Capital fund was founded in 2001, now in the 25company shares, the Asia L Capital Asia recently two years to set up, mainly dedicated to the search for India and China and other Asian markets investment opportunities. The personage inside course of study points out, L Capital fund acts as LVMH group brand incubator, in its global brand layout plays an important role in.Moreover, Ochirly nor do they buy the first fast fashion brand. By the end of 2011, L Capital bought Chinese Xin He clothing Limited company stock, to become its second largest shareholder. The company has nearly 20 years of garment history of garment enterprises, brands including JORYA, JORYA weekend, ANMANI etc..LVMH group in the field of mass consumption ambition has long exposure. Last June, it tried to buy Shanghai Jahwa, eventually because someone does not accept private equity fund and other institutional investors were shut sb.In 2007, LVMH contributive 96000000 yuan of RMBs, holdings acquired Jiannanchun winery Wenjun under the flag, but in the end of this brand business was not successful.The acquisition of shares in Ochirly L Capital Daniel Piette president, said, through shares to assist the company in the next three to six years of development, and then to sell or listed on the way out.The domestic analysts believe that,” LVMH’s investment brand strategy layout should be greater than the financial investment, Ochirly at the current sales volume can give LVMH contribution profit is still very limited.”But obviously, L Capital ‘s intent is to share China’s rapidly expanding consumer market.With China’s sustained economic development, the per capita income level grows ceaselessly, our country has become the fastest growing luxury consumer market. World Luxury Association says, in 2012 China will surpass Japan to become the world’s largest consumer of luxury goods. According to Tony Grace ‘s report, in 2011China’s domestic luxury market growth rate of 25% to 30%, will jump to $100 billion yuan scale. As early as in2008, China has become the LVMH group under the Hennessy cognac brand of the largest consumer market.But the LVMH group obviously does not meet in the luxury market earnings growth. Branch, Zhang Yanan said: “for LV, it does have a strong brand influence, but the luxury brand after all, the market is relatively narrow, with Ochirly in such a fashion brand, helps it to cover a broader high-growth consumer market. But with the original brand itself from different origins, farther, than he reintroduced a low-end brands more easily, more easily with the original brand segmentation.”

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