Chinese Goods Only Match "Cabbage Price"?

stay LV Beijing flagship store. Canvas bag It sells to nearly $10000, but there are often people waiting in line at the gate. There are four words on the faces of the customers who return to their customers.

In the local brand store where LV is located, I have heard this question many times. "Just like this cloth, or the Chinese brand, which sells for thousands of dollars, is this not a money grab?"

At this time, I always can't help complaining for Chinese brands: why do consumers treat different brands of local brands differently? When China's luxury consumption has jumped to second times in the world, why can't Chinese brands get a slice of it? Domestic products only sell "cabbage prices"?

The worship of foreign brands and the domestic market brand Discrimination is no longer an isolated phenomenon. Even if LV is not a luxury luxury brand, such as Coach, GAP, Levis foreign second-line, or even civilian brands, in China, the price is higher than its local price doubled or even several times, are still highly sought after. Although most foreign brands are made in China, consumers never equate their prices with low manufacturing costs. On the contrary, even if the domestic brand is excellent and the service is more thoughtful, many consumers will not want to pay more money because of their origin. One of the motivations of companies like Da Vinci and Catton is willing to be "fake foreign devil".

The worship of foreign brands and discrimination against domestic brands spread in retail channels. Almost all the high-end shopping malls in the country leave the shops on the street to the foreign brands, and some even spare no rent to retain them. On the contrary, if Chinese brands want to enter these shopping malls, they will not only have high rents, poor location, but also have a lot of buckle fees, decoration fees and activity fees. If sales are not up to standard, they will suffer the fate of "reducing area", "changing floors", or even "withdrawal". Many consumers probably don't know that the cost of Chinese clothing brand 70% is spent on such a channel maintenance.

The worship of foreign brands and brand discrimination of domestic products have also been found in some government departments and financial institutions. Obviously, it is a fashion industry with high added value, but it is generally classified as a traditional manufacturing industry. It becomes the object of "changing cage and changing birds". Foreign brands, even large scale capacity transfers, are often regarded as the focus of attracting foreign investment.

In fact, the design, technology and quality of Chinese brands are far less than those of foreign brands. Some high-end top brands have even been able to compete with foreign brands in many ways. The difference between the two is that the brand's market awareness and acceptance.

To become a high-end brand, a brand needs a historical test. It needs cultural sedimentation, needs excellent business skills and needs a fair market environment. Luxury brands like Chanel and LV have not only gone through centuries of accumulation, but also have much to do in the way of business development. The history of many fashion enterprises in China is more than 20 years old, but it has a weak foundation, especially a fair market environment. Because, as we work hard to open up the market and bear the ruthless discrimination of all sides, no one can expect the era of "eight hundred million shirts to change a plane" to pay our respects.

Of course, the Chinese brand must be strong. Fundamentally, it is still necessary for enterprises to quit impetuosity and endure loneliness. Step by step on the road of brand management, go forward step by step, just like those women's clothing brands in Shenzhen.