International Luxury Brands Rush To &Nbsp; Domestic Brands Are Absent From Consumption.

Recently, Bain Consulting Co., Ltd., an internationally renowned consultancy, and Italy

China's luxury consumption is growing at an alarming rate, and many international luxury brands have poured into China to grab the feast.

According to the World Luxury Association, up to now, 80% of the international luxury brands have entered China.

But unfortunately, the Chinese mainland

Previous social surveys showed that the list of luxury goods in the minds of Chinese consumers ranked among the top 50 luxury brands, 34 from Europe, and 14 from the US, accounting for 68%.

Then, the lack of famous brand luxury goods in Chinese local brands is due to the lack of culture in Chinese brands, the lack of quality in Chinese brands, or the lack of technology in Chinese manufacturing.

20 years of patience to nurture the Chinese market.

International brand

China has thousands of years of cultural accumulation, and manufacturing technology and raw materials are not lacking. China has many fine products.

Insiders pointed out that "made in China" is fully capable of producing world-class quality luxury goods. At present, most of the international top brands are manufactured in China, raw materials and processes are mostly completed in China. There are only a few key parts, such as a bag zipper and a buckle, which may be completed in Italy or France.

Why do Chinese brands fail to enter the ranks of international luxury goods?

The shape of Chengdu is not achieved overnight. The development of luxury consumption in China has been accompanied by the development of China's economy in the past 20 years.

Most cities in China rarely saw foreign goods in 1990s, and there were few high-end boutiques. Most consumers did not even have strong brand awareness.

When Louis Weedon opened his first store in China in 1992, few people knew what luxury goods were. At that time, the best foreign brand known was Pierre Cardin.

Next, Chanel entered China in 1993, and then in 1996, GUCCI, Dior, Hermes and Armani followed each other.

With the development of China's economy, the major brands also seize the opportunity to capture the potential energy in the Chinese market. It is not enough to remain in the cognitive stage of brand concept.

In the past 10 years, Chinese consumers have experienced a brand reeducation. Luxury brands need to let consumers understand not only brand names, brand identities and brand prices, but also a brand with a sense of historical depth, a system with deep connotation, and it advocates a quality of life.

Moreover, a deeper level of brand reeducation not only enhances some people's awareness of luxury goods, but also adds more familiarity to Chinese consumers.

The above social survey results show that in the eyes of the public, luxury goods are more connected with European impressions, and the classic luxury goods with hundreds of years of history, which are born under the brilliant culture and aristocratic spirit of Europe, are most favored by Chinese consumers.

Bruno, a famous marketing expert and professor of marketing at Rouen higher business school in France, said that China has not yet been widely recognized worldwide for luxury brands, and the important reason is that China's image in the world is more inclined to industrial production, that is, a large amount of production, which is contrary to the common characteristics that luxury goods follow.

Ouyang Kun, China's chief representative of the World Luxury Association, said that "made in China" does not match the image and taste of world-class luxury brands.

He pointed out that in China, many high-end people do not recognize Chinese brands, nor do they use local brand products. This is different from the European and American countries. The high-end British and French people love to use their luxury brands. "You can't even use your own brand, how can you ask others to use Chinese brands?" {page_break}

Lack of cultural taste and design creativity is a stumbling block.

China brand

What is luxury, unique and unreplicable is its primary trait.

As a Chinese person who understands Chinese history, we should know that in history, China is not only a big manufacturing country. Her exquisite traditional crafts can even reach the realm of extravagance and luxury.

Bruno, a famous marketing expert and a professor of marketing at Rouen High School of business in France, said that the lack of luxury brands in China at present is mainly reflected in the lack of awareness and even methods for Chinese enterprises to run luxury brands.

The establishment of luxury brands is a long-term investment and process, which requires long-term vision and long term operation. Chinese enterprises tend to focus on the short term, yearning for quick returns, and unwilling to invest in the money, time and energy needed to build a brand. Such impetuosity makes Chinese enterprises lack the cultural conservation of cultivating luxury brands.

Moreover, in addition to the core factor of ideology and concept, "the weakness of Chinese enterprises in cultural excavation and design creativity has also become a stumbling block to prevent them from entering the ranks of luxury goods."

Bruno thinks.

Ouyang Kun also expressed the same view to reporters.

"Although some Chinese brands also have culture and history, the bottleneck lies in the fact that they only know the culture and history of the Chinese people, but do not rise to world-class brands, and let the world recognize and recognize them."

Ouyang Kun pointed out that when the European and American luxury brands are doing marketing promotion, they will pay attention to the export culture, create a romantic, honorable and elegant life, and will deliberately make it appear in elegant places and upper class social places.

The marketing of Chinese brands focuses on selling products.

He believes that when Chinese brands build brands, it is more important to enhance their tastes and enhance their tastes.

The latest trend is that some Chinese brands have quietly tested the water.

There is no doubt about the huge consumption power of China's luxury goods market. According to the French radio station in early 2010, the amount of Chinese shopping in Paris has reached 20 thousand euro / person.

As a local brand, how to win a cup of luxury in this luxurious feast?

In fact, in contrast to the components of Western luxury goods, China also has the accumulation of heavy culture, exquisite craftsmanship and scarce raw materials.

Before the opening of the Silk Road, Chinese silk was even equivalent to gold in Rome. In the middle ages, European Court, aristocrats had the capital to display Chinese ceramics.

China is never short of luxuries.

In fact, some of China's local products already possess some characteristics of luxury brands, such as the origin and long cultural history of luxury goods. China has recognized ceramics, tea and silk all over the world. For example, luxury goods are unique, and China has Yunnan Baiyu, Baijiu and so on.

Ouyang Kun, China's chief representative of the World Luxury Association, shares the same feeling that China can cultivate local luxury brands.

"Tea, silk, porcelain and liquor are all promising places for China to build luxury brands, but Chinese brands have no advantages in jewelry, leather goods and fashion."

According to the reporter's interview, in fact, in recent years, some high-end enterprises of traditional industries in China have gone out and become luxury goods in overseas markets - inherited from Jun porcelain family, and Miao Jun Jun porcelain, which was built in 1985 after the cultural revolution, is famous for its artistry and originality. It has been presented as gifts in many countries in recent years, and has been exhibited in France, Belgium and other places in recent years.

Zhang Chi, the overseas curator of Miao Jia Jun porcelain, said that the 1/10000 kilo Jun porcelain works with a high rate of kiln production have attracted much attention in the overseas promotion of Chinese fine products.

The artistic beauty of Jun porcelain is molded by traditional kiln pformation technology. There are no two pieces of Jun porcelain in the world.

At present, the works of Miao Jun porcelain are mainly divided into two categories: treasures and boutique. Among them, the most valuable works are two or three pieces in one year and 1 in some years.