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Chinese Brands Want To Take The Luxury Route

2008/8/15 8:38:00 9

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Luxury Brand Marketing Mode In China

"Luxury" is an imported product, originally an exclusive object of Western aristocracy.

But China has no shortage of luxury goods since ancient times.

In the middle ages of the west, silk and porcelain from China were equivalent to gold.

European aristocrats take silk clothing as their ostentatious capital.

Time flows.

In twenty-first Century, Western luxury goods flocked to China, which not only brought visual attraction and self criticism, but also posed a strong challenge to the national brand of the sledge.

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We are not short of culture, technology and raw materials, but lack of brand building.

How can China develop its own luxury goods industry in the face of the gradual advance of foreign brands?

Who will shoulder the heavy responsibility of China's modern luxury revival?

China's emerging brands are raising the banner.

A quasi luxury brand experiment

Chinese brands have the luxury of being a luxury brand.

In spring and summer, Hangzhou is filled with warmth and temptations.

In the famous famous street of lakeside famous for its popularity, it is crowded with GiorgioArmani, Dolce & LV, Hermes, LV, Corneliani, SilvanoLattanzi and other top consumer brands.

As one of the richest medium-sized cities in China, Hangzhou has become another "luxury bridgehead" after Beijing and Shanghai.

However, this city with many new riches and riches is not necessarily the world of Armani.

A month ago, the local brand "Red Dragonfly" quietly launched the new marketing mode of GT (integrated) concept store on the Yanan Road near the famous street, quietly starting its "challenge journey".

Introducing Western luxury business models

The so-called GT (integrated) concept store, that is, in a space of 300-1000 square meters, has assembled a variety of products such as leather shoes, leather goods, clothing and accessories of the Red Dragonfly brand, providing one-stop shopping experience.

It is said that this is the first creation of the shoe brand in China.

"Red Dragonfly" starts with shoes. Since its creation, it has focused on the accumulation and expression of culture. It has been built as the first museum of shoe culture in China, and has become the leader of the industry.

Qian Jinbo, the boss, is more ambitious and persistent in brand management. He has always dreamed of making "Red Dragonfly" China's LV or Hermes.

His concept of GT is derived from Western luxury brands.

At the same time, the appearance of "concept store" has made Paris's fashion elite excited.

Therefore, the birth of the first batch of integrated concept shops marks a revolutionary turning point in people's shopping methods.

In Champs Elysees street, Paris, which has gathered many luxury brands in Europe, Qian Jin Bo has had an unforgettable shopping experience.

He said, "shopping in their stores, with clothing, shoes, accessories, and even porcelain, is a one-stop arrangement, which is very much in line with consumers' demand for fashion matching."

Today, the concept stores of these top European brands still promote the development of the international fashion industry. Their forward-looking thinking and global shopping concept are being favored by more and more rational consumers with unique judgement.

Qian Jinbo was deeply inspired by this: "why can't we extend this model and combine the brand of our local brand with the quality of luxury brands?"

He said that compared with the history of LV, Hermes and other top luxury brands, "Red Dragonfly" can no doubt be regarded as a "rising star".

However, after 13 years of development, it has a unique brand of Oriental culture and keen sense of fashion, and has the gene of local brand running luxury brand temperament.

Luxury is not equal to cost.

In economic sense, luxury goods are often associated with successful brands, excellent quality, excellent design concepts, historical precipitation and cultural heritage.

Qian Jinbo said that every century's brand has the passion of the founder's thought and life.

A hundred years ago, his life and ideas became the soul of the brand.

For example, Chanel has become a luxury and love affair because of its beautiful love story behind it.

Qian Jinbo and his red dragonfly also have a beautiful story.

The background map of the Red Dragonfly store is a child holding a kite.

He said that because his childhood was poor and there was not much cultural life, only in Nanxi River's green pasture and red dragonfly playing, this beautiful memory became the brand today. This brings my complex. This painting is called "flying dreams, flying beautiful."

Because of this cultural gene, Qian Jinbo has confidence in introducing Western luxury business models.

"From the study of shoe culture, we have gained the assurance of cultural continuity and trend."

Today, there are about more than 180 shoe factories supporting the production of red dragonflies, and the supporting agencies for leather goods and clothing are expanding to 50.

In research and development, the Red Dragonfly research and development center is located in Milan, Italy, to learn how Italians "treat shoes as works of art".

Last year, the Red Dragonfly worked with Belgian Ace Kang to pplant sports technology into leather shoes, and successfully developed a high-end sports leather shoes, not only fashionable but also "shock absorption, cushioning and energy conservation".

Qian Jinbo said, "although the price of red dragonfly is now 300-700 yuan, it will not affect its understanding of luxury brands and its genes and temperament of luxury brands."

His philosophy is: "luxury and luxury are not equal to expensive, fashion is not equal to expensive". Consumers are getting more sophisticated now, and the understanding of fashion and luxury is more and more thorough.

Fashion is fast rhythm, classic is 3 years, 5 years will remain unchanged.

The more classic products should be more expensive, the more fashionable they should be, because the rhythm is fast.

In addition, he is also keen to see that along with the rapid development of China's economy, a new round of consumption escalation is gradually approaching. More and more Chinese consumption begins to tend to improve personal taste and quality of life.

At present, both luxury image stores (expensive), shopping malls and single stores (single choice) are hard to satisfy the individual needs of the new middle class.

For young white-collar workers who are increasingly affluent and advocate rational consumption, they should not only pursue fashion, but also afford luxury brands.

After all, it takes one month or even a few months to buy a LV collar white-collar worker, after all, not the mainstream.

Therefore, after years of thinking, Jin Bo decided to extend the "Red Dragonfly" from shoes to clothing, leather goods and accessories, thus forming the concept of "integration" in the management mode of luxury goods.

The "Red Dragonfly" brand has become a "affordable luxury and fashion".

Will Chinese elements be popular in the world?

So far, Qian Jin Bo's Quasi luxury brand "test" has achieved initial success.

At the end of 3, when the Hangzhou integrated store was completed, he told Xinmin weekly that compared with the previous single store mode, the sales of each store increased by 30% compared to the previous single store mode.

"A lot of customers are unintentionally matched to the right products, especially men.

Our brand feels like "fashion consultant" to attract more people to do natural matching.

A month later, the Red Dragonfly integrated concept store has opened dozens of stores.

When Qian Jinbo met in Guangzhou, he heard that the new integrated store only opened for 6 days, and sales increased by 40%.

"Consumers and agents like it very much."

On the one hand, it meets consumers' one-stop shopping needs; on the other hand, the environment inside the shop makes consumers feel the quality of luxury brands.

He said, "when the new products were listed, consumers were very sensitive to the price, and now the feeling is" reasonable ".

The biggest feature of luxury is to meet the psychological needs of consumers. Product characteristics and design can improve the identity of consumers. Prices are no longer a major consideration at this time.

Qian Jinbo said that in the next 3 years, the contribution of the integrated store to "Red Dragonfly" will account for 50%.

One of the celebrities in the domestic fashion world once said that the rich class of China is flocking to Western luxury brands because "there is no real Chinese brand".

He said: "Chinese businessmen tend to focus on the short term and lack the cultural conservation of cultivating luxury brands.

They do not want to invest in the money, time and effort needed to build a brand. They want quick returns, so their prospects are local. "

Qian Jinbo might be dissatisfied when he heard this.

In his eyes, China's local brand has the luxury of being an element of luxury. "Culture needs 5000 years of cultural accumulation, technology needs the most advanced technology in the world, and fashion has the most advanced trend in the world."

He said that many luxury advertisements, such as LV, GUCCI or HERMES, are used in China.