Chinese Clothing Agents Have Difficulty In Doing "Too Much".

Whether China can generate international brands from agents may have to ask a big question mark.

Recent cases have proved to be an international luxury brand.

Although the Chinese are the most thrill luxury buyers in the world today,

Such a realistic background, in fact, is destined for Chinese agents to enter the Chinese market in the role of international brands, but they can only be temporarily used without the right to speak, and they are destined to end their relationship.

And such an outcome may not be enough to complain about the arrogance of international leaders.

The first is the consumer psychology of Chinese consumers, which is the foundation of the arrogance of international leaders.

According to a survey, in the concept of the new rich class in China, to show its extraordinary taste and identity, Italy or French origin and big LOGO two symbols are indispensable, and once holding the control power of a top brand, Chinese enterprises can easily remind people of "made in China", which will make the new rich class unhappy. 86% of Chinese customers will not want to continue to buy or even return because of the word "MadeinChina" of luxury goods.

This makes those luxury brands who want to maintain "noble blood" have to be careful to keep distance from Chinese enterprises, which also exacerbates the difficulties of Chinese enterprises heading for luxury goods giants.

Secondly, in the pursuit of short-term profits and maintaining brand image, Chinese agents have an unresolved knot.

The vast majority of agents choose the former, which is the most horrible imagination for international leaders.

The following situation may often occur in the past twenty years: some Chinese agents often represent a number of luxury goods, but only one or two people manage to manage more than a dozen or even dozens of different brands of display window display.

It is said that there are always twenty or thirty window display teams in luxury stores. The magnificent displays of Chinese clothing tell the crowd about the hundred years history of the brand, so that consumers will have to stop.

As a result, after the international financial crisis, most of the people were immersed in the pride of Chinese enterprises in acquiring international brands. Some observers stood up and poured cold water on them to keep calm in Chinese acquisitions.

One of their biggest concerns is that Chinese enterprises can not make the high-end image of the international brand acquired by him continue in China.

This is not a worry.

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Looking at all these Chinese businessmen who want to acquire international brand names, including Sun Xiaofei, Lu Qiang, etc., in their vision of the future of the media, there is no mention of the development of multi category and prolific line after taking over. That is to extend the mid end product line on the basis of the high-end product line, so as to maximize the potential of the brand and earn more profits.

And this is precisely the most worried about the international brand. Once the product line is flooded, the high-end image of the big brand will fall from the sky to the earth.

It is not difficult to understand why PRADA would resist the intention of Chinese businessman Lu Qiang to buy.

A professional has pointed out that the international big agent community is most likely to produce Chinese luxury goods in the future, because they know best how to operate the international brand. This may be theoretically established, but in reality, the overall quality and brand concept of Chinese agents are not enough to support this vision.