How Far Is The Local Luxury Brand From The Consumer?

When foreign luxury brands went straight in, we could not help wondering: our local brands luxury brand Where? When analyzing the reasons why China's luxury goods price is higher than that of the international market, the commerce ministry officials said there are three factors leading to high prices: first, there are certain tariffs in China, while some countries and regions do not; two, there are many layers of luxury sales and distribution system in China, which leads to higher transaction costs. Three, there are differences in regional sales promotion methods. Especially after the international financial crisis, many countries reduced their prices to promote consumption, but the consumption market in China remained stable.

Industry experts pointed out that in addition to the above reasons, there is another important factor, that is, our country lacks its own brand. Due to the lack of adequate competition, foreign luxury brands have discriminated against the Chinese market in a discriminatory way.

　　 Building local luxury brands must start with brand culture.

"Local brands need to be filled." Zhou Ting, deputy director of the Cheung Kei luxury research center of the University of foreign trade and economics, said in an interview with reporters that at present, there are some luxury brands or prototypes in the clothing, tea, wine and cosmetics fields, but there are few quantities. Now the government is concerned about the reasons for the luxury market. Besides worrying about the loss of purchasing power, the government is worried that foreign luxury brands will accelerate the entry of domestic brands to enter the country, and then monopolize and control the whole market. "Besides, the government is concerned about the luxury market, and is closely related to major national development plans such as independent brand innovation and industrial restructuring." Zhou Ting said that the trade "12th Five-Year" development plan proposed that the total sales volume of social retail products, total sales of means of production, and the wholesale and retail market scale should double at the end of the "12th Five-Year" period. If we want to achieve such a grand goal, the role of luxury goods in the trade and circulation system can not be underestimated. At the same time, we should do something in our own brand innovation.

Insiders pointed out that the birth of luxury comes from two factors, one is the specific historical reason, and the other is the mature consumer group. The two is the mature consumer group. However, at present, there are few domestic brands having these two characteristics, because domestic businessmen tend to focus on short-term gains and lack the cultivation of brand culture. It takes a lot of money and time to build a brand, which runs counter to their short-term earnings goals.

but luxury goods market The strong consumption power has also made many domestic manufacturers eager. For example, 65% to 70% of the products of northeast tiger fashion are exported to the European and American markets. Most of them are fur, evening dress, wedding dress and so on. Most of them are sold to New York, Tokyo, Paris, Moscow and other places, and they are working hard to create luxury brands belonging to the mainland.

At the 2010 China Europe Top Brand Summit Forum, Zhang Zhifeng, founder of northeast tiger fashion limited, pointed out that local brands do not lack "luxury" elements. In ancient times, silk, tea and porcelain were all the most popular luxury goods in the international market at that time. Unfortunately, since modern times, due to historical reasons, there has been a fault in the development of luxury goods in China. He said that at present, the production of luxury goods in China is not commercialized or branded, and even some manufacturers believe that the idea of taking the French or Italian name is to take the international route.

Zhang Zhifeng believes that China's luxury goods now have an international perspective, and we should seek wisdom from our ancient civilization, create a truly luxury brand, and break the dilemma of no international fashion discourse. {page_break}

　　 Domestic consumers' cognition of luxury goods needs to be changed

"Our own national brand, High-end consumer goods The brand can not satisfy the increasing material needs of the masses. Chen Deming, Minister of Commerce, made it clear. To create a luxury brand belonging to our country, we first need to change the domestic consumers' understanding of luxury goods.

According to the insiders, the development of luxury goods has played a positive role in promoting the development of society and civilization for hundreds of years. "In fact, luxury consumption is also an important manifestation of consumption diversification and diversification. Rational luxury consumption concept represents the pursuit of positive life for people." Experts pointed out that rational consumption of luxury goods has gone beyond the stage of material and conspicuous consumption, and has changed to spiritual consumption that includes emotional pleasure experience, service and cultural experience. Rational luxury consumption behavior is more a form of experiential consumption and lifestyle. Consumers will not blindly choose famous brands, but choose brands that match brand culture with their tastes and status, and pay more attention to the individuality of specific products. "We should let the masses understand and understand luxury goods correctly." Wang Qiguo, a researcher at the China brand research center, said that from the economic point of view, consumption luxuries are not rated by themselves. Many luxury goods are new consumer goods and consumer services developed along with the development of society and the progress of science and technology, representing a new phenomenon of consumption, consumption and consumption. When it first came into the market, it was scarce, expensive and expensive. Only a few rich people took the lead in consumption, which was a luxury consumer goods. But this is relative. When it is popularized, it becomes a necessity of life. For example, consumption of household cars, mobile phones, laptop computers and other new household products is the same. Wang Qiguo believes that "this evolution process from luxury consumption to daily necessities is a manifestation of social progress, consumption upgrading, and the improvement of personal life quality. It should not only be against, but should also be properly encouraged and guided."