Home >

Luxury Brands Become Chinese Lineage

2010/12/21 17:29:00 226

??? 日本語 Fran?ais English 中文

If you think China is still a developing country, the following things will tell you: China has replaced the US as the second largest luxury market in the world.

In 2008, China's super rich bought 1/4 of the world's luxury goods.

According to data from the World Luxury Association, wealthy Chinese spend 8 billion 600 million dollars on luxury goods.

Chinese people are not satisfied with this. They are preparing to have their own "luxury brands".

2009 in the autumn and winter, the news of the bankruptcy of the old fashion custom Christian Lacroix has not cooled yet. A shocking news has aroused the surprise of fashion circles.

In July 27th, the Chinese women's clothing brand Yi Fu Xin submitted a Christian Lacroix bidding proposal in France, one of the 3 competing companies.

If the auction is successful, Yi Fu Xin Yue will get the permanent right to use Christian Lacroix in Greater China (mainland China, Hongkong, Macao and Taiwan).

In other words,

Christian Lacroix

Will be the next step.

Pierre Cardin

(Pierre Cardin)

Hummer

After Hummer, another luxury luxury brand bought by Chinese people...

China's local businesses are moving towards world-class luxury brands. For them, if a brand can not be built in the short term, takeover may be a less bad choice.

Tengzhong bought Hummer, private enterprises bought Cardan, Zhejiang enterprises acquired Italy yacht Dalla Pieta...

Luxury goods in China's local enterprises are moving towards world-class luxury brands, which is an embarrassing problem when they sell to 15 billion yuan a year and are heading for the biggest luxury market.

No matter standing on the stand of national pride or real commercial interests, people believe that China should have its own luxury brand, and the sooner the better.

Looking at it optimistically, the Chinese who once created the Song Qing Hua Ming De De Qing are not lacking in ingenious technology, and having their own luxury brands is only a matter of time.

The key is patience.

The establishment of a brand takes a long time to accumulate and polish, and impatient enterprises can hardly wait. For them, if a brand can not be built in the short term, takeover may be a bad choice.

{page_break}

Buying without bad money

Tengzhong bought Hummer, and private enterprises bought Cardan, which is the latest two eye-catching events.

Among the previous domestic car brands, there were only a few low-end brands such as Chery, Geely, Changan and China.

Although the Hummer is still the Hummer of the United States after the acquisition, it can not be moved to domestic production. However, when it comes to bragging, it can be called out. The ownership of the brand is Chinese.

Pierre Cardin, who has long been down in China, will also sell it. It is said that the price is not low, 200 million euros.

This brand, once famous in China, has almost fallen to the same level as the township brand. If it comes to the Chinese market, it is really no luxury.

Italy yacht brand Dalla Pieta was also bought by Chinese.

Another less popular takeover took place in Zhejiang. A company named yacht named yacht bought Italy yacht brand Dalla Pieta for one hundred million of its cash.

Dalla Pieta has half a century of shipbuilding tradition, concentrating on the production of luxury yachts. Many people compare this brand to Ferrari in the automotive field. Under the influence of the crisis, the unfortunate Dalla Pieta encountered many customers who placed their orders and ran into a serious financial crisis.

So, even the brand belt design drawings and 13 semi-finished products were sold to Chinese enterprises.

{page_break}

Chinese luxury dream

Shanghai, China's top fashion brand, earned by the top French luxury group, ShanghaiTang.

Hongkong businessman Deng Yongqiang founded in 1994, ShanghaiTang, is the most successful brand in the international market at present. "Shanghai" is the most successful brand in the world.

Its design style combines elements of East and West, tradition and fashion. It interprets the romantic style of old Shanghai in the 30s of last century, and was sold by the top French luxury group group in 2000.

Shanghai has become the only international top fashion brand under the name of Chinese place and marked by Chinese.

MOET & CHANDON Hennessy acquired Sichuan Wen Jun liquor and spent a lot of money to build its first living base in Asia. Wen Jun's winery has also been favored by its own high-end liquor brands, such as liquor and tea, with regional characteristics. If there is local luxury goods, it is most likely to come from them.

MOET & CHANDON Hennessy bought Sichuan Wen Jun liquor and spent a lot of money to build its first living base in Asia, Wen Jun winery, to launch its own high-end liquor brand.

28 thousand and 800 yuan and 500 grams of bamboo leaves

Similarly, it can represent the traditional tea culture of China.

Tea has a long history in China. Under the influence of thousands of years of civilization, tea has long gone beyond the category of healthy drinks, and has become a cultural symbol integrating religion, philosophy and aesthetics.

In the way of spreading culture, Tao bamboo leaves has made its brand image move towards luxury.

{page_break}

Yang Lan and Celion Dion jointly built China's first high-end custom jewelry brand: LAN

In the field of jewelry, Yang Lan and Celine Dion jointly launched the high-end custom jewelry brand LAN, and built a LAN FINE JEWELLERY brand image shop.

LAN jewelry introduces the concept of customization to the high-end jewelry industry. With the example of Yang Lan and Celion Dion, and their creative support in the process of brand building, LAN jewelry is amazing.

The British crown prince Charles and his wife, Camilla, were moved by the elegance and elegance of LAN jewelry, and they collected a series of excellent works called "pearl to match".

It is a long-term and profound topic to explore the way of China's original high-end brand. From a historical perspective, young Chinese brands may not have the deep background of international luxury giants, but from the perspective of future culture, they are on the same starting line.

CHANEL relies on hundreds of years of hand-made workshops to make advanced customization. Balzac said that to cultivate an aristocrat needs three generations of exchange pfusion.

France has spent hundreds of years to cultivate world-class brands such as LV, Christian DIOR, Chanel, Herm s and so on. While the fourth generation of Italy Top Men's brand Zegna is introducing this family brand, they can proudly talk about it from Grandpa Tai.

By contrast, China's original brand is still too young.

Indeed, China's luxury brand itself is not a "strong noun". Zhang Zhifeng's NE. Tiger has called out the slogan of "China's first luxury brand" and launched the fashion conference to the fashion week of Paris. It is clear that the Chinese brand is not only a dream to the world.

Luxury can not be separated from historical culture, exquisite workmanship, high price and uniqueness.

From a historical and cultural perspective, China has an absolute advantage.

Suzhou embroidery, brocade brocade, ink and paper inkstone, kite, traditional opera and traditional totem, China's human factors worthy of "the earth's people know" are numerous.

One thing is for sure, no luxury brand will make brand connotation by advocating snobbish values.

Only by doing enough homework in history and culture will we have broader space.

There is no institution or organization in China that defines or manages a luxury.

That is to say, the vast number of consumers do not have a standard of appreciation and appreciation. If we want to develop the luxury market in China, we should first have the orientation of appreciation, and then try different markets according to the tastes of different people, the economic conditions of different people and their educational conditions, and finally reach the broad recognition.

The luxury and uniqueness we say must be based on culture. If we compete with LV for leather goods, it is obviously not practical to compete with SWAROVSKI than crystal Patek and Patek Philippe. Only by looking for strengths and developing strengths can we truly stand in this flashy field.

The famous Swiss tabulation brand TAG Heruer has developed the first Swiss refined luxury communication tool MERIDIIST, 316L fine steel watch material polishing mirror, 60.5 crats antiwear sapphire crystal screen after 5 years of research and development, and second display screens with unique display time. All the technology that can be absorbed from the hand table manufacturing process is used on this mobile phone. Many people will compare this new product with Vertu's mobile phone. If you know the chronograph, you will be touched by the innovation of TAG Heruer, which is a vivid example of luxury and uniqueness.

It is a long way for Chinese brands to cultivate luxury goods.

Based on Chinese traditional culture, it is necessary to build an unique brand that can not be replaced. It is hoped that Chinese people can create a real "Made In China" miracle in the world's luxury sector.