The Dream Of National Brand Revival In China

In 2001, economists predicted that if

There is a classic line in Feng Xiaogang's works: "neighbors are not driving Mercedes or driving BMW! If you drive a Japanese car, you are embarrassed to say hello to people!" but soon there was also a view of "opening BMW Benz, that's an upstart, you have to have some products".

From 2000 to 2010, our values changed radically in ten years.

Chadha's book of luxury worship divides luxury consumption into 5 stages: suppression, the beginning of money, ostentation, adaptation and lifestyle.

Today's Japan is classified as "lifestyle", while China is positioned in the third stage - "show off".

Reform brings us into a new consumption era.

Engel coefficient (the ratio of food expenditure per capita income, the higher the number, the more difficult the situation is, the lower the number is, the better off life). As a standard, the proportion of food expenditure per capita in China's income has decreased from 52% in 1980 to 37% in 2008, while the proportion of culture and art expenditure has risen from 2% in the current year to 16% today, and the proportion of shopping has risen from the original 23% to 49%.

These data are, on the surface, the continuous improvement of people's living standard and quality, but observing from another side is actually a demand for consumption by the public.

In less than 30 years, people's demand for culture has increased by more than 7 times, and the proportion of shopping has doubled.

Now that people have such demand, how to guide people's cultural consumption life correctly and healthily is also a subject before us.

Because this reform will not only greatly increase the GDP value of our country, but also bring us into a new consumption era.

In Hurun's "2009 richest consumer price index" report, 825 thousand of the mainland's top luxury consumer groups have assets above 10 million yuan, while 51 thousand people are worth more than 100 million yuan.

The 2009 China's 10 million rich brand trend report shows that luxury goods such as luxury cars, watches and jewellery are mostly on the list of rich people, which are not affected by the financial crisis.

In 2006, Ferrari unveiled a commemorative sports car. Apart from its excellent performance and perfect shape, the sports car has another feature: only 10 cars are produced in the world.

However, when the vehicle was delivered off the line, 7 of them entered the container directly and shipped across the sea to China.

It may be the Chinese people's special feelings for Ferrari. Economists like to take the day when a business owner of Beijing in 1987 bought Ferrari sports car as the beginning of China's luxury consumption era.

In the spring of 1978, a French middle-aged man who was dressed in fastidious, romantic and romantic came to China.

He confidently predicted that China will become a huge luxury consumer market in the future. So in 1980, the French design master held the brand clothing conference under his own name in the palace of the Imperial Palace, the symbol of imperial power in Beijing.

We like to see this event as a symbol of the international fashion brand entering the new China formally.

It symbolizes that the world's luxury magnates have begun to pay attention to the increasingly fertile market in China. The French designer's name is - Pierre Cardin.

People who pursue fashion in China should remember that in 1979, Pierre Cardin was invited to hold a professional fashion show in Beijing's national culture palace. 8 French models and 4 Japanese models took the first show for China's "aesthetic openness".

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Expansion of overseas luxury brands in China

In 2009, LV group, the world's first luxury brand that has been reelected for several years, has sold its brand product LV package in the world. China has surpassed the United States and has become the second largest consumer after Japan.

One of the most famous luxury car brands in the world, Rolls-Royce, in 2009, the sales volume index issued by its company in 2008, due to the impact of the financial crisis, the growth of sales volume in all countries except for one country has seen a negative growth.

At the end of 2008, Dior held its brand theme exhibition at the urlens Art Center in the 798 Art District of Beijing. It wrapped up the 8000 square meter Art Center. It took more than two months to build it. The whole activity cost hundreds of millions of yuan, and the opening day was bright. Stars, such as Zhao Wei, Lin Chiling, Maggie Cheung and Tang Wei came to the scene.

We will give a comprehensive presentation of Dior's growth and brand culture in a phased and phased way.

In 2009, the world's fourth largest luxury brand Chanel (CHANEL) announced that it would establish its first "high-end custom boutique" in China's The Peninsula Hotel in the Bund, Shanghai.

And announced the expansion of its flagship area in Nanjing West Road, Shanghai.

In March 2009, it may be the provocation of Chanel at the beginning of the year. GUCCI (GUCCI) announced that it would expand its store in Jinying International Shopping Center, Nanjing West Road, Shanghai, to 2000 square meters.

In June 2009, Prada (Prada) announced a high-profile 2000 square meter Chinese flagship store on the diamond spot in Shanghai, and looked across the street with GUCCI stores. The two luxury brands staged a street battle in Nanjing West Road, Shanghai.

In order to prove his "top" status, what is more convincing than "open shop" and "big shop"?

Many people do not necessarily understand why these actions are not worth understanding. Why do we spend hundreds of millions of dollars to hold a retrospective review of brand culture? Why do we need to expand the storefront? Let's talk with data. When Dior held the brand retrospective exhibition, its sales volume increased by 200%, which once surpassed Chanel (CHANEL) and became the only brand in the luxury brand after LV.

Market share has risen by 45%, and some people who do not know Dior get rich first.

Such an analysis is not difficult to understand why the world's major luxury brands began to expand their stores.

Many European countries have been working on Wednesday every day since last October and have not yet been cancelled.

International luxury brands are tightening their belts in their hometown, but they are wasting money in China, so their market strategy is definitely not blind.

In the first quarter of 2010, the total sales volume of Gucci Group, a high-end consumer goods group under the French PPR group, dropped by 3.4% compared with the same period last year (considering exchange rate factors). However, the total revenue in the Asia Pacific region (excluding Japan) has surged by 25%, and the growth of 13% in the Greater China region has contributed a lot.

In the same period, the situation of the Swiss peak group was similar: by the end of March this year, the sales volume of the previous group increased by only 2%, while sales in the Asia Pacific region (excluding Japan) increased by 14%.

"The recession experienced by the financial crisis has not had a big impact on the mainland of China, and the market still has great potential for development."

The director of the Asia based luxury market research company, albatross consulting executive, told reporters.

Dumac, chairman of Rhodes Public Relations Asia, confirmed that after the financial crisis, the luxury brands realized the importance of the Chinese market.

China's first tier cities are strategic fortifications for brand building and image consolidation, while second tier cities will be the key to success in the Chinese market.

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Local luxury brands that China used to have

The public's response to domestic brands is cheap, imitation and backward.

In fact, our country once had many fashionable high-end luxury brands, such as the king of Chinese tailored women's clothing, which was made to Song Meiling, Song Qingling and the queen of England before liberation: "Hongxiang"; Zhou Enlai personally wrote the "Shanghai brand" hand table which has been used for its brand and has always been used; the Beijing "Ma Yuan Yuan" made for the country's leaders and celebrities; there are "permanent" and "phoenix" bicycles; "back", "leap" sports shoes, "unicorn" beer and so on.

But the fate of these domestic past fashion luxury brands is mixed.

In the west, if any brand is custom-made for the head of state and leader, then the brand will surely attract a lot of rich and famous people.

But in China, it does not seem to be the case. From the Qing Dynasty officials, the "red hat", which was worn on the top of the flower, began with the "small cap of Zhu Yuanzhang" in Ming Tai Zu, and until later became the popular "four blocks of cold hat".

Tibet's great master of the Panchen Lama and the hat used by some leaders in Europe and America were made in Ma Yuan Yuan.

From now on, "Ma Juyuan" has never enjoyed the rich commercial profits resulting from it, nor has it been sought after by fashion enthusiasts at home and abroad.

Perhaps it is now less wearing a hat. The shop on Qianmen Street is more like a tourist attraction, or an old Beijing style reappearance. A large number of traditional hats in shops are more like preparing for acrobatic troupes and movie companies.

The originator of Chinese advanced custom dress and the former king are Hongxiang.

Now the old Shanghai people will definitely be thumbs up when they hear "Hongxiang". In the past, Shanghai did not know how to make clothes for Song Qingling, Song Meiling and the queen of England. At that time, all the celebrities and celebrities in Shanghai rushed to "Hongxiang" to customize their own tailored and unique clothes.

Hongxiang also expanded from the original two level to the four storey building because of a large number of orders.

Even the disciples of "Hongxiang" do not insult the teacher's name. Later, many disciples came out to start their own business. Five of them also opened on the Nanjing road.

After the liberation, "Hongxiang" has continued its past glory and remains a gold lettered signboard in the Shanghai women's clothing industry. But years passed. After 60 years, the four floor clothing store of Hongxiang has all been pferred now. It has retired from Shanghai's most high-end and prosperous Nanjing West Road, and has been borrowing two facade shops on Shaanxi South Road to continue its historical mission.

The helplessness of Hongxiang lies in the fact that young people do not understand it. The elderly can not use it, and the rich disdain it. People may be more concerned about Chanel's upcoming Chinese custom clothing flagship store.

Shanghai brand watches were also very popular in the past. In that age of ticket counting, there was a Shanghai watch which was a great face.

Especially the "Shanghai" brand of Shanghai watch factory, because these two words are inscribed by Premier Zhou personally, and the prime minister wears the "Shanghai" brand watches all the year round.

Even now, "watch" watches are looking for and collecting old "Shanghai" watches.

However, after the reform and opening up, due to poor management, the watch factory closed down, and the factory area rented out a warehouse.

Only a porter at the gate of the factory will continue to sell its proud products.

In 2007, Shanghai TV "news perspective" made a special report for it. The old staff of the Porter said excitedly: "I am 56 years old, and I can only sell dozens of watches every year, and there are more than 20 million watches in the warehouse.

Even if I sell it, I will never sell it. "

The old employee could not help crying. "The watch sold 135 yuan in 70s and 80s, and now it sells for only 130 yuan, or no one buys it.

These are good mechanical watches. "

We have a general feeling that many famous brands before liberation, such as "Bu Ying Zhai", "Nei Lian Sheng", "Rui Xiang Xiang", "Sheng Xifu" and "Hongxiang", are all high-end brands. They are brands that the upper class wants to rush into. But the control of commodity prices after liberation really suppressed inflation and stabilized prices, but at the same time stifled the market value of the brand.

The products of a small factory are almost the same as those of the above brands. After the reform and opening up, we also lacked market awareness. The idea of perennial planned economy has always been our judgement. When the overseas powers carried their brands into our market, they always had nothing to do.

How to save these Chinese pride and let it shine again, besides the efforts of the enterprise itself, the correct guidance and policy support of the government is also crucial.

How to effectively protect and support these national enterprises is not merely an economic issue.

Young people do not understand this.

When we say that we should make up for our losses, we can prevent bigger losses. If we allow it to develop, when China's high-end fashion market is all occupied by foreign brands, it will be more difficult to break through. Actually, these brands can be revitalized, and these old brands can also point out once again. We need to let people look up once again to the glory of China once again.