Looking For Luxury Genes: Clothes Should Be Taken Off And Worn.

　　 Cannes Film Festival Fan Bingbing, a movie star, was shocked by the Chinese style dress. Countless foreigners for China Clothes & Accessories The Chinese may be surprised to think that the clothes with high consumption of Chinese culture will soon take a place in the world's fashion industry. Fashion trend 。

The opposite is true. The biggest market is never the same as the strongest market, just as Europe is the market of luxury brands in the world, but the scale of consumption market is not large. "No matter from the aspects of garment technology, marketing methods, brand history, etc., it will take more time for China's clothing industry to truly establish a leading luxury brand." Miao Hongbing, chairman of Beijing white collar apparel company, told reporters.

　　 Brand new generation of "Youth"

"We are also known as a world famous brand, and from the beginning of its birth, it is a luxury brand." Beijing Rui Xiang silk cloth shop Co., Ltd. office director Ma told reporters. "Ruixiang" was founded in the Guangxu period of the Qing Dynasty. In those days, to make a cheongsam to Ruixiang Xiang was a matter that only officials and officials could dare to think about. In 1956, Mao Zedong once said, "the name of history must be preserved. Rui Xiang Xiang should be preserved in ten thousand years. During the early days of the founding of the people's Republic of China, many foreign heads of state who came to China bought silk and made costumes at Rui Xiang Xiang. However, such a brand with history and skills has not been able to continue its past glory. Today many young people have never even heard of this brand.

"Unlike many new brands, although we have the brands and skills left behind by our ancestors, we have broken down in business operations, such as from state-owned enterprises to shareholding companies, and how to arrange employees and other issues are bottlenecks restricting the development of enterprises." Ma director said that today's Rui Xiang can only take a steady and steady route, and can not play big ideas and concepts like those of international giants.

Compared to Rui Xiang Xiang, the old brand struggling on the road of recovery is also much more fortunate than that of the new brand of "Tang Yi", a new brand of Tang costume, which is a high-quality garment and custom made product. In 2001, because of being selected as the "APEC" summit, the president made the custom dress and became a famous clothing brand in China. Li Jianqin, chairman of Shanghai Qin Yi Fashion Co., Ltd., said: "our brand is still relatively young, unable to give the brand more stories and connotations. It can only stick to the basic skills of Chinese Tang costume, and the added value of the brand can not compare with the international brand." {page_break}

　　 "Uncompromising" risk "happiness" marketing

Compared with the operation of Tang Dynasty clothing, modern high fashion clothing seems to be much easier to operate, because it can pursue the development pace of the international brand and copy its growth mode. For example, take part in international clothing week, create brand story, etc.

JEFEN fashion is a designer brand. All business concepts are centered around designers' presentation of costumes and their ideas. "Designer brand is easier to build into luxury goods. Because the biggest value of luxury brands comes from the added value, and this part of the added value has been recognized when the designer becomes famous. Xie Feng, chairman of JEFEN fashion company, thinks that the creation of luxury brands is a risky process. The designers of luxury goods never compromise with consumers. This persistence makes up half of the chances of success and failure. Of course, there are many successful examples of international brands, such as COCO CHANNEL. But there are more brands that fail to become famous.

After all, China's consumption market is different from that of foreign countries. Some experts pointed out that China's luxury market is noisy, overwhelming market driven, investment exaggeration, leading to many luxury brands in this market began to pursue quick money. "Fundamentally speaking, this is a departure from the values of luxury goods, and it can also create risks." Xie Feng told reporters that the development path of LV in China is a good example, although it has become a well-known brand, but because of the overgeneralization, LV has gradually emerged the danger of being abandoned by the high-end crowd.

For the risks faced by marketing luxury goods, the women's clothing brand, which is a relatively successful domestic consumer group, seems to have chosen a safer mode to transfer people's demands for cultural and historical sedimentation to the recognition of the added value of services. Miao Hongbing integrated his marketing concept into one word -- happiness marketing. Through the ultimate pursuit of service quality, happiness can be added value to enhance the value of the brand. Although the history of Chinese luxury brands is relatively short, the experience of luxury in China has been handed down from ancient times. Therefore, in my business philosophy, the "enjoyment" as a demand point.

　 Luxury is not "vanity". "Making" becomes "creativity".

There is a strange phenomenon in the luxury industry, so long as it touches on the word "China", it is considered to have been reduced two grades. Chinese clothing has many products with luxury genes, such as cheongsam, silk and hand-made knitting. But why is there no place in the international luxury market?

"At the beginning of the founding of Rui Xiang Xiang, although he did the Royal noble dress, his business objective was" genuine and honest. " In Ma's view, the Chinese people's usual consumption concept is quite different from the prevailing international luxury marketing concept. In the Chinese concept, the word "luxury" is always accompanied by vanity and waste. Europeans' attitude towards luxury goods is more of a kind of admiration for the pursuit of extremes and less criticism.

Xie Feng believes that comprehensive national strength is the key to the problem: "luxury has always been considered as a product that is endowed with the added value of the past, the spirit behind the brand, and the philosophy of life advocated. China has always been targeted at developing countries, and it is normal that the added value of products produced has not been recognized.

This view coincides with that of Miao Hongbing. "In China, the clothing industry has been positioned as a manufacturing industry rather than a creative industry. If the clothing industry wants to create a luxury brand with world fashion influence, it is not something that a brand can do, it needs the rise of culture at the national level.

Survey category: clothing

Chinese enterprise representative: Rui Xiang Xiang white collar dress, Qin Yi fashion, JEFEN fashion.

Luxury gene index

Foreign benchmarking enterprises: COCO CHANNELLV

Reasons for the gap:

1. institutional change has led to "dating".

2. rapid development lacks "connotation".

3. "uncompromising" risks need tolerance.

4. luxury is vanity.

The 5. is "manufacturing industry" rather than "creative industry".