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Luxury Brands Pay Attention To Core Customers When They Enter The Chinese Market.

2010/4/1 10:33:00 24

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Recently, there have been reports that China has become a global luxury consumer country.

In fact, from clothing to watches, from perfume to jewelry, the Chinese buying luxury goods has long extended to the foreign countries. The mainland tourists who buy luxury goods with great hands have become a landscape, even a phenomenon.

The Chinese seem to have stepped into the door of luxury consumption. But after stepping into this gate, how can we rationally view the crazy growth of China's luxury consumption?

Is this behind us happy or sad?

Before, there was controversy over the acquisition of Pierre Cardin by Zhejiang merchants.

Since his entry into China in 1979, Pierre Cardin has become a symbol of high grade, grade and identity in the eyes of a generation, and has become the pronoun of the fashion capital of Paris.

Now Pierre Cardin has left the luxury goods ranks in the first tier cities in China, but still has great influence in the two or three tier cities.

To incorporate such a global brand like Pierre Cardin is a process of "borrowing chicken and laying eggs", which avoids the hardship and brand building process of self created brands, which seems to be a shortcut for many enterprises.

But the biggest difference between luxury brands and other brands is that they pay attention to the purity of their blood.

Like Versace, GUCCI, Armani, Louis Weedon, Vacheron Constantin and so on, luxury brands pay great attention to their KA (Key Ac, core customers), serve the special group, take the principle of "less and essence" as the principle, and take the service route of advanced customization.

In contrast, Pierre Cardin has become a popular brand. As a "luxury" coordinate system, it has been declining. This directly affects its market share and increment. If the brand positioning is no longer in tune, Pierre Cardin will undoubtedly continue to marginalized in the Chinese market.

All international brands pay great attention to marketing means and subdivide their customers.

For example, when GM entered China, it made the best use of many brands, subdivision products and effective marketing.

Among them, the brand of Cadillac has been positioned as the most high-end symbol, which is the Chinese people's pursuit and worship of luxury goods in the new century (002280, stock bar).

If a multinational company goes to China to do the market, it must understand Chinese culture and tradition. If it finds this feeling, it will go smoothly.

Chinese enterprises should also do this. They need to have a deep insight into the domestic market and long-term strategic thinking, create their own brands, and have the determination to be a century old shop.

At present, many enterprises lack funds, but the lack of good brand management. A brand is not equal to the management of factories and retailers. It needs a better art and a long-term vision to carry forward and grow stronger and stronger, so that "Made in China" can be heard in the world.

Source: China economic network