The First International Research Center Of Top Brands Has Been Established.
In April 7, 2008, the rapidly expanding Chinese luxury market has become a battleground for global luxury brands.
According to the data provided by the International Luxury Association, more than 80% of the top luxury brands in the world have been stationed in China.
In 2007, sales of international luxury brands located in China almost all reached two digit growth in China.
On the 8 day, Shanghai Univer and Paris International Fashion Art Institute and Shanghai textile education and training center held the signing and opening ceremony of "fashion professional teaching and training center". China's first luxury international research center announced the establishment of a working group in Shanghai.
Many people in the industry said in an interview with reporters that the formation of luxury market in China is not far away.
According to the press, fashion education is still in its embryonic stage in China's education field. Since five years ago, Shanghai Univer - Paris International Fashion Art Institute and the fashion capital, France MOD ART ART and fashion marketing pioneer, the top NYUS Brand Research Institute of the United States, have embarked on the research and exploratory teaching of "international fashion industry" and "local fashion industry". China's fashion brand education has begun. The experts said in an interview that with the opening and internationalization of the Chinese market, the education and research of China's fashion industry is imminent, and China's local fashion culture will also come out of China's top international brands.
Misunderstanding of luxury culture in China
Dr. Lin Lin, executive deputy director of fashion culture research studio, Shanghai Univer, Paris International Fashion Art Institute, said: China's "brand strategy" must first fill the ravages between "luxury goods" and "international top brands". China has always advocated the virtue of "thrift and frugality". "Luxury" has always been a derogatory concept, but this has created a misunderstanding of Chinese people. Internationally, it is known as the "luxury" brand with long culture and famous reputation, while China's plation of English "luxury" is "luxury". Actually, it is the concept of "international top brand", which leads to a serious obstacle to China's brand strategy today.
Secondly, the distinction between "luxury behavior" and "luxury consumption" is totally different from the two concepts. "Luxury consumption" is a symbol of the improvement of people's living standard. It is a behavior that people enjoy high quality goods to bring spiritual pleasure to themselves, which must be distinguished from "luxury behavior".
Finally, the concept of "luxury" and "international top brands" interoperate, and it is still used by people. We oppose "extravagant behavior", but we must study "luxury consumption" and study the "fashion industry", because the Chinese people have gradually entered a well-off life. We have the right to enjoy the fruits of human civilization, but under the premise of "rational consumption".
Infield luxury market is becoming more and more large.
According to a research data from "fashion culture research studio" of Shanghai Univer and Paris International Fashion Art Institute and luxury marketing center of ESCP-EAP University of France, 93.7% of China's urban population knows "luxury brand", 68.9% can name more than 2 international luxury brands, 32.6% is practical or buys at least one international luxury goods, these data are close to the level of developed countries.
Fang Lin said in an interview that the rapid development of China's fashion consumption market is evident from the crowding in of China's "international luxury" Exhibition for 3 consecutive years. In Shanghai Xuhui, Songjiang's "FOXTOWN", Qingpu xjing, and the preparation of "OUTLETS" in the Zhong Bao Shan, these large luxury brand discount stores, and these endless consumers from all over the country, both foreshadow the prospect of China's fashion industry, and also bring the "abnormal consumption" that needs to be ponder.
The reason for this "abnormal" trend is becoming more and more serious, mainly due to the irrational consumption of luxury goods. This kind of "irrational" consumption comes from two aspects, one is the blind worship of international brands, regardless of whether it is suitable for their own temperament and economic affordability. Two, it is a serious psychology of conformity. Many people with a certain economic ability choose not only from their own aesthetic and rational cognition, but also blindly follow the crowd, which has a negative impact on the consumer market in China. I think the signing of this "strategic agreement" is of great immeasurable value for the future Chinese people to further understand the fashion market and fashion industry.
Local luxury brands are ready to come out
Experts say that the root cause of the lack of luxury brands in China has not yet been solved, and how to tackle the "fashion industry" is facing difficulties. According to incomplete statistics, the total consumption of luxury goods in China in 2007 exceeded 200 billion yuan, and is expected to grow at a rate of 10% per year. Compared with the development of fashion industry in developed countries in the past 2 centuries, China's research and teaching of fashion industry are still lagging behind. At present, the biggest beneficiaries of China's huge fashion consumer market are the luxury brands of developed countries, and Chinese consumers are paying for their huge brand fees.
According to expert research, the great obstacle to beheading the "fashion industry" is that China does not have the "three carriages", lacks the "top international fashion brands", lacks the "top international brand marketing talents", and lacks the "team building China's top international brands".
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