New Luxury

What is luxury? This is often a confusing topic, especially after a series of financial crises.

New luxury is not a simple big card.

"In retrospect, this is the most failure of my career."

This is a Chinese tour guide working in Switzerland.

Not long ago, he received a domestic tour group.

In Switzerland, it is natural to rush to high-end watches.

As a result, the tour guide took the lead to introduce hundreds of years' history of the top brands such as 100% Philippe. As a result, when the destination arrived, the tourists made a shot: "give me Rolex, seven yuan!"

For this phenomenon, collectors ma do not think normal, "in the eyes of most Chinese people, Rolex is the top watch.

When we were young, the most expensive watch in China is the Rolex sold in the Wangfujing department store, 700 yuan! The average person's salary is two years. "

Moreover, "besides, most people wear their watches to show their identity. For this purpose, Rolex is enough, so that they can't hear a hundred of them."

What is luxury?

The same goes for clothes.

He Ping, a director who has been in Hollywood for many years, said, "the first line stars in Hollywood do not like our domestic movie stars, who are keen to speak for the clothing of the family."

On the contrary, they feel that they themselves are big names.

At the same time, the clothes they wear are not our ordinary luxury.

They usually choose to customize by hand. This kind of clothing is usually not labeled, even if it has, it is stitched in the most inconspicuous position.

This is the real luxury, "because there are no second pieces in the same style."

The super rich are not affected by the global economic climate.

However, with the advent of the financial crisis, the pure show of old luxury has begun to fade, followed by a trend of "new luxury".

New luxury is not simply a big discount, but a brand new one.

This does not belong to the two concepts at the same level, and "luxury" and "popularity" begin to blend together.

The positioning between "mass" and "upper class" has made the new luxury brand realize the middle class pursuit: emphasizing quality and emphasizing practicality, not only showing individuality but also reason, having luxury clothes and feeling more intimate with people.

Totally different from the old extravagance that shows off, new luxury has a strong life.

New luxury is a new pursuit of the quality of life. It is not a gorgeous robe of an upstart, but a simple and comfortable coat. It is not a simple and dignified manner, but a real manifestation of self personality and style; it is not merely a material need, but a conjunction of spiritual pursuits; it is no longer for others to dress for praise or ostentation, but a self expression.

New luxury will never underestimate consumers.

Consumers not only have their own aspirations, interests, eyes, but also warmer, wider and more critical.

They aspire to aristocratic temperament, like a free way of life, and have self-confidence of self choice.

The new luxury brands should not only maintain and consolidate their own characteristics, but also constantly enrich their own perspectives so as to pursue the new luxury spirit in the true sense.

The new luxury doctrine pays attention to the conjunction with identity.

A 20s girl, who spends a month in salary and buys a Coach bag, is a fashion. But if she doesn't eat or drink for a year, she must buy a limited edition of Hermes crocodile skin Birkin, which does not match her identity.

Because her identity is not compatible, even if her bag is real, it will make people feel like "goods."

The new luxury style may be more concise.

But under the simple surface, there are often fascinating functions and technologies.

They do not expect to delight consumers by meaningless innovation, nor will they enhance their value solely by brand image.

They know that it is difficult to maintain emotional positioning in brands without realizing system innovation in technology and culture.

They often have a complete and constantly changing innovation system in terms of technology, design, culture and so on, so as to meet the changing needs of consumers in a timely and all-round way.

The new luxury brand should not only be good at extending up and creating admirable brand image, but also be good at expanding downwards and expanding consumer groups.

However, luxury can not and should not be popularized, otherwise it will lead to dilution of luxury spirit.

"Luxuries are not used everywhere, they have made luxuries lose their meaning."

"It's like LV's bag, which has been used by the Chinese," Ma said.

On the street is also back, business trip is also carried, and even on the train pillow pillow to sleep.

We are talking about real LV packages, not including counterfeit goods.

Even if it is genuine, if it is used in the same way, it will lose the spirit of luxury.

At present, most of the market recognised brands are still foreign brands, and few new luxury brands are popular in China.

This is not surprising.

Our so-called "luxury culture" was gradually formed in the past 30 years of reform and opening up.

Luxury culture is an aristocratic culture.

We only have some of the rich consumers now.

Money does not mean "nobility".

What is aristocrat? Not only money, but also culture, not only identity but also responsibility.

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European aristocrats do not have to engage in daily labor, but they do not mean that they are parasites.

For example, if there is a war, the battlefield is the aristocratic children, but also to pay for the purchase of horse equipment.

Even in modern times, this aristocratic spirit has not lost.

In British aristocratic schools, students sleep hard beds, eat plain food, and have to undergo very hard and rigorous training every day.

This aristocratic spirit is different from the spiritual antagonism of different civilians. It does not even mean that we should live in a luxurious life, but enjoy a leisurely and luxurious life. It is a pioneering spirit with honor, responsibility, courage, self-discipline and a series of values.

Now most of the Chinese people understand the aristocratic life is to live in a villa, buy a Bentley car, play golf, that is to spend money like gold, wine and manna.

In fact, this is not the noble spirit, but the spirit of the upstart.

In terms of luxury, it does not mean how many diamonds a product contains, and how much fur is used as a luxury.

It needs all the energy and sweat of generations.

True luxury, its brand story is real, rather than looking for several copywriters.

For example, in order to facilitate users to travel, Louis Weedon launched a new product in 1858 - easy to pport flat cover poplar trunk.

The suitcase is covered with a quality grey waterproof Trianon canvas, with metal corners and metal brackets. The beech strips are fastened by rivets, and the interior design is equally full of mind. A bottom compartment and convenient spacing for all kinds of clothing and elegant lining are provided.

This design not only protects clothing and is easy to carry, but also symbolizes the birth of the immortal Louis Weedon suitcase and modern tourism culture.

Instead of calling China's own luxury brand, it is better to update a new consumption concept.

In the "luxury brings prosperity", the author Wolf Latzler wrote: "the mobile phone with diamonds, its main function is to call, but with diamond and gold shell, the price will frighten the dead. Buying such a mobile phone is old-fashioned luxury.

And a white-collar worker who works in a city even buys Land Rover for work, which is a new luxury because he puts money in the use of something rather than showing off.

Do not consume for consumption, no longer consume it to show off wealth.

Rather, it has its own consumption proposition, which is new luxury.