Burberry Retail Sales Fell 2% In The Third Quarter, And Mainland China Achieved Good Returns.

According to Burberry group's latest third quarter performance report, in the 13 weeks ended December 29, 2018, the group's retail income fell 2% to 711 million pounds on fixed exchange rate, which is 1% higher than that of store sales.

Sales of comparable stores are divided by region, and the median growth rate in the Asia Pacific region is mainly due to the good performance of mainland China.

Tourism consumption in Europe, the Middle East, India and Africa (EMEIA) increased slightly, while the Americas were affected by the trend of weak passenger traffic.

In the third quarter, Burberry closed two stores and reduced its business area by 1%.

In the third quarter, Burberry created brand fever through the Christmas marketing activities, cooperation with Vivienne Westwood and the launch of B series products. The B series released in Drop mode was selected as the best luxury marketing activity of WeChat platform in 2018.

In addition, the new creative director Riccardo Tisci's fashion show debut series will arrive at the store by the end of February.

Burberry Group CEO Marco Gobbetti has said before that Burberry has entered the brand pformation and positioning adjustment. At present, the group is in the first stage of business pformation and positioning adjustment for many years.

Burberry said in the latest announcement that it is exploring how to effectively implement new brand promotion strategies and vision while balancing the original product lines within the store, which can no longer reflect the new brand positioning.

In the process of brand pformation and positioning adjustment, Burberry said it is building a distribution network with a new vision.

Wholesale business, in the first half of 2019, the group will accelerate the restructuring of wholesale business as planned, and accelerate the implementation of the closed shop plan for non luxury stores in the US.

In terms of retail business, the group will update ten key flagship stores through the store renewal plan at the end of fiscal year 2018.