The Silence Behind Luxury: &Nbsp; Explore China'S Silk Home Textile Brand Road.

"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 energy needed to build a brand. They aspire for quick returns, so their prospects are local rather than international.

Qian Jinbo, a cultural businessman and senior economist, once said that it is accurate and accurate for the current Chinese enterprises.

Silk home textiles is one of the fastest growing products in the next few years. It will be imminent to create local high-end brands as soon as possible.

In this year's China needle and cotton trade fair, the silk home textile has changed its previous low-key stance, announces the consumption craze with strong momentum.

The mainstream media has predicted without exception that silk silk home textiles will not only become a tiger in China but also more likely to push China to the world's first luxury country in the next few years.

This prediction, though surprising, is not without foundation.

According to the official report of the World Luxury Association, China's luxury home textile consumption accounts for 27.5% of the world's total, and has become the second runner up of luxury home textile consumption.

According to the survey, nowadays, the high-end female population of 8 first tier cities in Beijing, Shanghai, Guangzhou and Shenzhen has reached 1 million 670 thousand. Most of these new groups have higher incomes, and they are more persistent in luxury goods.

They often pay attention to all kinds of fashion information and buy brand-name products on their own ability. The rate of private car ownership is 53.5%.

In this emerging group, they are more focused on leading the fashion trend in the future, highlighting their elegant temperament and taste.

What's more, women are naturally fond of bedclothes. As fashion women, the most important equipment is beautiful and elegant decorations, and the gorgeous quality and bright light of silk home textiles are in line with the demand of high-end women for home textile products.

With the increasing demand for high-end home textiles, the world's top luxury home textile brands have entered the Chinese market.

But if we simply treat silk as a luxury product, any Chinese real silk textile enterprise has the ability to produce and sell luxury goods.

The products made and sold by many Chinese silk spinning and weaving enterprises and retail brands are no less expensive than any of the real silk home textile brands in the world.

However, when many big international brands opened up retail outlets and occupied high-end consumer groups in the coastal cities of the mainland of China, we found that China's real silk home textile brands still stay in the stage of mass consumer groups serving the two or three tier cities.

As for the reason why Chinese silk home textile brand is absent in the high-end market, luxury analysts say: "China has no real luxury brand."

The lack of luxury in China's silk home textile brand is mainly reflected in the lack of awareness of Chinese luxury silk textile enterprises in the operation of luxury brands, that is, ideas and ideas.

"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 energy needed to build a brand. They aspire for quick returns, so their prospects are local rather than international.

Qian Jinbo, a cultural businessman and senior economist, once said that it is accurate and accurate for the current Chinese enterprises.

When people find that if an entrepreneur has no strategic vision and the understanding of the concept and connotation of brand is still very lacking, most of the high priced products produced by his brand will become a foil for general products.

It can be said that ideas and concepts determine the future path of China's silk home textiles brand.

Only by changing ideas and concepts and seriously examining the importance of brands can China's silk home textile brand enter the door of luxury.

"China is not short of culture, technology and raw materials. However, Chinese silk home textiles lack culture, lack of history, lack of marketing, and lack of original design."

This is the consensus of many home textile entrepreneurs.

As Ling Lanfang, chairman of China's domestic high-end silk textile brand silk road Holdings Group Limited, said in an interview with reporters, in addition to the core factors of ideology and concept, the weakness of Chinese silk home textile brand in cultural excavation, marketing skills and design originality has become a stumbling block to prevent China's Silk home textiles from becoming international and entering the ranks of luxury goods.

As a non necessities of life, real silk family textiles are unique and rare. Entrepreneurs should pay attention to and implement the brand effectively when they manage their brands.

The real luxury brands are recognized by the consumers of various countries and have long-lived brands. They possess profound cultural connotations, fine design and manufacturing processes, excellent management talents and effective marketing modes. They also concentrate on the most advanced technology, the most harmonious product aesthetics, and personalized and humanized design inspiration.

For a country that is heading for the world's largest luxury market, China is eager to have its own luxury brand.

Whether in national dignity or commercial interests, people are looking forward to the realization of this desire, and the sooner the better.

Silk home textiles is one of the fastest growing products in the next few years. It will be imminent to create local high-end brands as soon as possible.

For many entrepreneurs who run Silk brand, how to seize the opportunity in the good environment, constantly explore the international market, enhance the international status of the brand, and create a local international silk home textiles luxury brand, is worth pondering and discussing.

"Chinese culture has accumulated for 5000 years. From any point of view, China has the cultural and historical precipitation that produces luxury brands. Only luxury is cultivated in material life, just like the British gentlemen, who are slowly nurtured by time."

Xu Hangjian, director of the China Textile Design Center, sent an emotional response in an interview.

Indeed, according to the current national conditions, whether it is the overall comprehensive consumption ability or consumer awareness, China's consumer Dou Shang is at an immature stage of luxury consumption.

This determines that the environment of luxury consumption still needs a long time to build, and consumption concept needs to be slowly changed and re cultivated.

Nowadays, the phenomenon that Chinese consumers worship European and American culture is still serious, so Chinese consumers prefer foreign brands when they choose to buy products.

"The reasons why they do not agree with the local high-end brands are not only the short history of the brand, but also the lack of design, manufacturing technology, cultural connotations and services.

In fact, many of China's high-end brands, including silk home textiles brands, are not inferior to foreign brands in some aspects.

China just lacks an advanced brand building and promotion system. "

Ling Lanfang said.

Chinese textile entrepreneurs need to take a long-term view of brand building and development, seriously consolidate the brand foundation, and invest more money and energy in design, manufacture, marketing management, brand promotion, cultural construction and team building.

Experts predict that from the perspective of historical development, manufacturing industry has the greatest possibility of producing luxury brands.

Because the highest level of manufacturing is handicraft, handicraft is difficult to copy wealth.

Bentley, Rolls-Royce, Cartire, Van Cleef & Arpels and Tiffany are all famous for their unique handicrafts. China's most likely luxury brand industry should be in silk, home textiles, home textiles, home furnishings, ceramics and so on.