IIip battles through: Ongoing tricky market conditions have not deterred Italy's Hip, which continues to a wide range of markets and has also launched its latest top-sealing product

CARL COLLEN

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IIip battles through: Ongoing tricky market conditions have not deterred Italy's Hip, which continues to a wide range of markets and has also launched its latest top-sealing product

机译：IIip奋战不息：持续的棘手市场状况并未阻止意大利的Hip，Hip继续涉足广泛的市场，并且还推出了其最新的顶级密封产品

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Earlier in the year, IIip's Mauro Stipa told Eurofruit Magazine that his group remained optimistic for the sector, hoping that the industry would pick itself up following the difficulties of 2009. The signs since then have been good, with the beginning of 2010 in line with the start of the previous campaign.

机译：在今年早些时候，IIip的Mauro Stipa告诉《欧洲水果杂志》，他的团队对该行业仍然保持乐观，希望该行业在2009年的困境之后会有所好转。此后的迹象一直很好，2010年初与上一个广告系列的开始。

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《Eurofruit》 |2010年第433期|共1页
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CARL COLLEN;
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1. IIip battles through: Ongoing tricky market conditions have not deterred Italy's Hip, which continues to a wide range of markets and has also launched its latest top-sealing product [J] . CARL COLLEN Eurofruit . 2010,第433期

机译：IIip奋战不息：持续的棘手市场状况并未阻止意大利的Hip，Hip继续涉足广泛的市场，并且还推出了其最新的顶级密封产品
2. KAS Mailmaster 465HS: Initially launched to plug a gap in the market, these inserters were custom-built to handle a wide range of inserting duties [J] . Nosmot Gbadamosi Printweek . 2009,第OctaaPta16期

机译：KAS Mailmaster 465HS：最初推出是为了填补市场空白，这些插入器是为满足各种插入任务而量身定制的
3. KAS Mailmaster 465HS: Initially launched to plug a gap in the market, these inserters were custom-built to handle a wide range of inserting duties [J] . Nosmot Gbadamosi Printweek . 2009,第OctaaPta16期

机译：KAS Mailmaster 465HS：最初推出是为了填补市场空白，这些插入器是为满足各种插入任务而量身定制的
4. LAUNCHING REVERSE-INNOVATED PRODUCT FROM EMERGING MARKETS TO DEVELOPED MARKETS: A THEORETICAL FRAMEWORK FOR MNC'S DECISIONS [C] . Fengxia Zhu, Shaoming Zou AMA Summer Educator s Conference . 2014

机译：从新兴市场推出逆向创新产品到开发市场：MNCS决策的理论框架
5. 1. Capital Market Returns to New Product Development Success: Informational Effects on Product Market Advertising 2. On the Expected Success Likelihood of New Drug Development and the Design of New Drug Market Launch Programs [D] . Park, Kyung Mi. 2015

机译：1.资本市场重返新产品开发成功：对产品市场广告的信息影响2.关于新药开发的预期成功可能性和新药市场启动计划的设计
6. Too soon to market. Data available before products are launched are poor. [O] . W. Clark, M. Fisher, J. Misson 1998

机译：上市时间太短。产品发布之前可用的数据很少。
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

IIip battles through: Ongoing tricky market conditions have not deterred Italy's Hip, which continues to a wide range of markets and has also launched its latest top-sealing product

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