China's Luxury Market Consumption Accounts For The World's First &Nbsp; &Nbsp; Has No Road For Its Own Brand?

　　 With the continuous improvement of China's position in the high-end consumer goods market, more and more Luxury goods The brand is aimed at the Chinese market, launching an endless marketing offensive, and the absence of Chinese brands in the luxury market is also attracting attention.

In May 2010, the Chinese Academy of Social Sciences released the high-profile commercial Blue Book: China business development report (2009-2010). As of last year, the total consumption of luxury goods in China has increased to $9 billion 400 million, with a global share of 27.5%, and for the first time surpassed the United States, becoming the second largest consumer of luxury goods in the world, ranking second only to Japan. In the next 5 years, China's luxury goods market will occupy the first place in the world.

In June 9th, the Guangzhou daily published a commentary entitled "myth behind the" Chinese style blowout "of luxury goods consumption, which stirred up thousands of waves. Many mainstream media in China launched a multi angle deep discussion on luxury goods, all of which showed the wide influence of extravagant products in Chinese society. .

What is luxury, unique and unreplicable is its first trait. China is not just a big manufacturing country. Her exquisite traditional technology can even achieve the luxury from luxury.

The rise of China's economy has also attracted the attention of the world to Chinese culture. The boutique from the East has gained more and more popularity in Western stores. Although it is worth rejoicing, we must base ourselves on the domestic market and create a local market. High-end The same is true for brands.

20 years of market cultivation, Europe and America Luxury goods Invincible Eastern

The shape of Chengdu is not achieved overnight. The development of luxury consumption in China has been accompanied by the development of China's economy in the past 20 years. Most cities in China rarely saw foreign goods in 1990s, and there were few high-end boutiques. Most consumers even didn't have strong brand awareness. When Louis Weedon's first store opened in China in 1992, few people knew what luxury goods were. At that time, the best foreign brand known was Pierre Cardan. Next, Chanel entered China in 1993, and then in 1996, GUCCI, Dior, Hermes and Armani followed each other. It should be said that from 90s to the beginning of 10 years, luxury goods to Chinese people is a concept from scratch. In the cultivation of brand concept, a few successful people's desire for luxury goods began to be mobilized.

With the development of China's economy, the major brands also seize the opportunity to capture the potential energy in the Chinese market. It is not enough to remain in the cognitive stage of brand concept. In the past 10 years, Chinese consumers have experienced a brand reeducation. Luxury brands need to let consumers understand not only brand names, brand LOGO and brand prices, but also a brand with heavy sense of history, a system with deep connotation support, and it should advocate a quality life style. Of course, a deeper level of brand reeducation not only increases the awareness of luxury goods among some people, but also increases the familiarity of Chinese consumers.

Today, the position of the Chinese market in the world luxury market is unquestionable. Even in the context of the financial crisis in Europe and the United States and the global economic slowdown, the major stores in China have increased in the past two years. The good momentum of development is not limited to the mainland of China. In Paris, Milan and boutique shopping places, Chinese consumers can be seen everywhere. According to the French radio station in early 2010, the amount of Chinese shopping in Paris has reached 20 thousand euro / person.

Through questionnaires, we learned that the list of luxury goods in the minds of consumers ranked among the top 50 luxury brands, 34 from Europe, 68%, and 14 from the United States, accounting for 28%. This shows that in the eyes of the public, luxury goods are more closely associated with European impressions. The classic luxury goods with hundreds of years of history, which were born under the combination of brilliant European culture and noble spirit, are most favored by Chinese consumers.

Demand dominates consumption and consumption leads the market. With the rapid expansion of China's luxury market, we also clearly see the lack of high-end local brands.

There is no shortage of culture, technology and raw materials.

In the course of the interview, the most we heard was "China has no luxury brand". In fact, in contrast to the components of Western luxury goods, China also has the accumulation of heavy culture, exquisite craftsmanship and scarce raw materials. Before the opening of the Silk Road, Chinese silk was even equivalent to gold in Rome. In the middle ages, European Court, aristocrats had the capital to display Chinese ceramics. China is never short of luxuries.

Knowing that the characteristics of luxury goods are based on culture and handicraft as the wealth that is hard to reproduce, it is not difficult to find the industry corresponding to it, that is, traditional Chinese ceramics, furniture and national costume. To further understand, the reporter visited some representative enterprises in some industries.

Keywords: family heritage

Looking at internationally recognized classic luxury goods, there is no other than the masterpiece of family heritage. The inheritance of family represents the highest quality and widespread reputation.

Miao Jia Jun porcelain is one of the representatives of ceramic manufacturing industry. Inherited from Jun porcelain family, Miao Jun porcelain, which was built in 1985 after the cultural revolution, is famous for its artistry and originality. It has been presented as a gift of the state for many times, and has been exhibited in France, Belgium and other places in recent years. According to Zhang Chi, the overseas curator of Miao Jia Jun porcelain, the treasure class Jun porcelain with 1/10000 Cheng Cheng rate has attracted much attention in the overseas promotion of Chinese fine products. Jun porcelain, famous for its unique pottery art, is one of the five famous porcelains in Song Dynasty, and also a rare treasure in the ceramic world. The artistic beauty of Jun porcelain is molded by traditional kiln transformation technology. There are no two pieces of Jun porcelain in the world. At present, the works of Miao Jun porcelain are mainly divided into two categories: treasures and boutique. Among them, the most valuable works are two or three pieces in one year and 1 in some years.

Zhang Chi believes that the significance of Miao Jun porcelain in overseas promotion is to make Chinese fine products re recognized in foreign countries and establish the international discourse right of Chinese luxury goods in cultural language.

Keywords two: material scarcity

Scarcity and high quality are the key elements to support luxury goods. The traditional mahogany furniture is an extremely representative product. The reporter interviewed "the first person of mahogany furniture", Yang Bo, general manager of Yuan Heng Li, Beijing.

It is also a traditional production mode of workshop. So far, Wonhenry, who has only been in the industry for more than ten years, is a household name in the industry. His focus on raw material selection and product technology is the foundation of the industry. According to Yang Bo, Yuan Heng Li's rosewood furniture is basically a variety of red acid sticks, such as red sandalwood, Huanghua pear and so on, according to the needs of the market, according to the classical style of Ming and Qing Dynasties.

Because of the precious and scarce raw materials, mahogany furniture has been soaring in recent years, and it is also an oriental luxury. When the reporter asked about the idea of building a big brand, Yang Bo thought it was still more suitable for workshop to maintain the quality of high-end products. Because of the two constraints of raw materials and technology, the use of every material needs careful consideration in order to maximize the utilization of materials.

Keywords three: creativity unlimited {page_break}

To launch its own luxury brand, China needs creative brand designers. Unique product creativity and design are the driving force of luxury. The unique charm of traditional Chinese culture is the source of inspiration for Chinese designers.

Guo Pei is one of the leading members of the 6.39,0.05,0.79% industry in China. Her design style is based on traditional national characteristics and takes account of the latest international fashion elements. For the concept of luxury, Guo Pei believes that high fashion should come from advanced creativity and pure manual production, and it is an artistic product and personalized service. "Rose Square" is adhering to this concept, under her leadership to become the industry's "high fashion custom" business.

Guo Pei has confidence in the future market of advanced orders. "This year I have a strong sense of being the most traditional costume of our nation. The environment is changing, and this kind of consciousness is Chinese now. Our stars also like Chinese designers' clothes with national characteristics, unlike foreign brands such as Dior and Armani. She said that compared with the European and American brand clothing, focusing on the combination of traditional and modern consciousness, focusing on the uniqueness of advanced customization can better embody the charm and individual expression of individuals, and avoid the danger of "crash" in advanced garments.

Viewpoint 1: there is no "brand" of "goods", and innovation needs to be made in China.

Bruno Godey, a professor of marketing at the Rouen High School of business in France, believes that China has not yet been widely recognized as a luxury brand in the world. One of the important reasons is that China's image in the world is more inclined to industrial production, that is, mass production, which is contrary to the common characteristics of luxury goods. Bruno

The lack of luxury brands in China is mainly reflected in the lack of awareness and even methods for Chinese enterprises to run luxury brands. The establishment of luxury brands is a long-term investment and process, which requires long-term vision and long term operation. Chinese enterprises tend to focus on the short term, yearning for quick returns, and unwilling to invest in the money, time and energy needed to build a brand. Such impetuosity makes Chinese enterprises lack the cultural conservation of cultivating luxury brands.

In addition to the core factors of ideology and concept, the weakness of Chinese enterprises in cultural excavation and design creativity has also become a stumbling block to prevent them from entering the ranks of luxury goods.

Viewpoint two: from "point" to "face", and gradually create local fine culture.

China's luxury market is maturing, and Chinese consumers are increasingly diversifying their demand for luxury goods. From the case of Miao Jun porcelain, Yuan Heng Li mahogany and high fashion custom, we can see that whether the originality or design sense, China's high-end products are not lagging behind people. They are appearing in many industries in different forms and forms, forming flash points.

The emergence of a "point" is relatively easy, from "point" to "face" also need time to polish and unremitting efforts. In any case, the glittering points that have already emerged still enable us to have more confidence in the overall upgrading of China's local products and more expectations.