Luxury - Everyone Loves It.

Luxury goods should be such a thing: no money can't be bought, and money can't buy it.

Who is spending?

This is an age of utilitarianism, or it is a snobbish age.

A joke may reflect the problem: when a new female employee enters the office, a male colleague first looks at her face, and the first thing a female colleague sees is her bag.

Luxury is actually a constant concept.

They must first be the good things that everyone yearns for, and then the ordinary people can not get them. The highest state of their goods is that they can not be bought without money.

Because of different cultures, regions and classes, luxury goods are different in different contexts, and their functions are different.

The reason is not hard to understand. You can't expect a highly customized customer to understand young people's pursuit of Armani Exchange and the significance of buying them.

If you enter luxury goods and two Chinese keywords on the search engine, you will come out with a lot of data, except those like PWC.

With a single growth rate, several different percentages can be found.

In China, this is still a blank. No research institution can provide a truly valuable reference for the industry or the enterprises wishing to enter it.

"But this does not prevent us from coming to a conclusion, because all indicators are moving up, and it is clear that China's luxury market is still full of potential."

Lu Xiaoming, managing director of MontBlanc (China) Co., Ltd.

The argument is not hard to find. In addition to the upsurge of the luxury consumer market in 2009, the Western municipality directly under the central government will set up a global financial center with a height of 320 meters. One of its main functions is the international luxury Plaza. Lu Xiaoming, who works for MontBlanc, opened the boutique to Urumqi, Xinjiang.

Just having a large customer base does not mean the maturity of a market.

"We see the international market in any shopping malls.

In a sense, this is a big market.

However, it may not be the expansion of an emerging market as seen by the Western nuggets.

"The Chinese are Chinese. They will not become an American because they wear high-end suits and suits."

Tom Doctoroff, chief executive of JW, Greater China, was a China hand. He never came back to China after he came to China in 1994. He knows well the traditional culture's internalization of Chinese consumers' values and how he should make use of this unique consumption psychology.

The success of Hugo Boss is a typical example. In strict sense, the brand that has been incorporated into the big industrial production can not be called luxury in Germany.

Just because of the name "Boss", the promotion in China saved a lot of effort.

The opposite example is that Bottega Veneta, which does not have a big Logo, and has a bad name, is difficult to be recognized by most luxury buyers after entering China.

To understand the Chinese market, it is necessary to understand that there is no conflict between low-key and high-profile at the same time. What is important is the occasion.

"In China, some cars, bags, suits and many other things may have these two characteristics. I think luxury goods may balance these two points, and the changes between them actually show different consumers' choices."

Tom Doctoroff thinks.

LVMH a high level in China does not approve of tagging a group of people with luxury goods. Those who are rich in the two generation and are fond of buying a certain brand of coal in the gossip of the media and the Internet are demonized luxury goods.

"20 years ago, a college graduate bought a pair of Nike shoes with half a month's salary. We thought it was very luxurious. Similarly, today, they buy Gucci bags, and they may also spend half a month's wages. It sounds as if it only happened in the luxury field, but actually it is the commonality of different fields in the market."

Who can create luxury goods?

As for the creation of local luxury brands, this is a commonplace. At present, a more consistent view is that the emergence and development of China's luxury industry must be based on our culture. Before luxury becomes a commodity, it represents an honorable way of life. China does not lack a foundation. What China wants to learn is how to achieve its profit through cultural output.

Indeed, Chinese brands have made great efforts.

However, so far, the highest appraisal that Chinese brands can receive is only "very much like a big name", and whose sadness is this?

The necessary condition for luxury brands is the self-confidence and recognition of their culture.

Menswear brand, now he has no intention to share a luxury in the luxury industry. A brand has to go through a very long process from creation to profit. He once went to Jiangxi and Jingdezhen to study, and the ceramic lamps were very beautiful. Packaging would have a good market prospect, but the premise is, "you have to stay in that place to study the flies full of flies." he said, "I don't want to do such a thing." the fame and gain that Yongfu's success brings is enough for him to have a very decent life. Maybe he is outside, his viewpoint is sharp and direct. In his view, one of the reasons for the slow development of China's luxury industry is that the public's aesthetic level is too low. Wang Xingzheng, chairman of Yongfu Association, a famous private club in Shanghai, was once a fashion designer.

He does not deny that the word "Volkswagen" includes all practitioners in China's luxury industry.

"We must understand that a generation of capital can not create luxuries, and the future of China's luxury industry is on the two generation."

In his opinion, luxury is different from consumer goods. Imagination and creativity can make up for the late start. "They have seen and used the best to expect them to create the best."