Alternative Marketing Of Luxury Goods

If you make a form of luxury that has been listed and ready for sale in Hongkong, you will find Sima Zhao's heart.

Prada (Prada), Coach, Burberry (Burberry) and Jimmy Choo, no matter which name, are enough to make China's new rich crazy.

Take off the coat of cold arrogant, they embrace Chinese rich person with unprecedented enthusiasm.

Behind this move is another hidden subtext: "people here are stupid, rich and fast."

For thousands of years, the badness of showing off wealth has brought the Chinese consumption concept into a strange circle, and at the same time, there has been an infinitely extended market.

From the initial acclimatized to today's like a duck to water, the luxury brand that understands Chinese consumption psychology is creating a miracle of sales.

As of the end of March 2011, China's total consumption of luxury goods amounted to 10 billion 700 million US dollars (excluding private aircraft, yachts and luxury cars), accounting for 1/4 of the global sales share. China has become the second largest consumer of luxury goods in the world.

Even Prada, which suffered heavy losses in the past, has gained a lot. Its sales revenue in the Asia Pacific region has increased by 63%, up to 646 million euros, which is 31.6% of its total revenue.

Although these luxury brands embrace China with their own actions, in fact, they do not intend to compromise.

Since March, luxury brands including Chanel, Dior, Burberry, LV, Celine and Loewe have launched a new round of price rise, with the price range of 5%~30%.

This price increase has had a double impact on the hearts of luxury lovers: "fortunately, I was quick to sell, and I knew I had to buy more if I wanted to raise the price."

The logic of "regrets and regrets" that can not be understood by ordinary people leads to a vicious circle of "buying expensive and not buying the right".

Obviously, luxury is no longer a product category, but a symbol, Logo of the rich.

Why is the face of a luxury salesman cold and frosty, giving people a sense of alienation?

The salesmen used this tactic to stimulate their self-esteem, thus stimulating their strong possessive desire.

Chinese people are good at face, but of course they can't resist this stimulation.

Luxury goods seem to be born by rich people, but this is not the case.

Whether the aircraft brand Robinson, luxury car brand Bentley, or fashion brand Chanel, are trying to expand their consumer groups.

As chairman LV said, "I hope all Chinese people can enjoy and have LV."

But when the aunt selling vegetables owns LV, is LV still the original LV?

To some extent, luxury is a kind of temperament, rather than a symbol.

This means that managers of luxury brands must strike a balance between brand and sales, but even the most expensive luxury goods are hard to choose freely.

The final result often evolves into whether or not there is any taste, and money can have any luxuries.

Therefore, for those luxury brands that covet the Chinese market, the most pressing thing is not to let everyone buy, but everyone yearns for it.

5 years ago, "new marketing" planned a series of articles on the "lip language" of luxury brands in China, and deeply analyzed the current situation and outlet of local luxury brands.

5 years later, China's luxury brand is still in an awkward position, and faced with surging outsiders, they are still at a loss.

Whether in historical culture or in traditional crafts, local luxury brands do not lose foreign luxury brands, but why do they form such a strong contrast?

The answer to this question may be trapped in a dead end cycle.

Luxury goods are sold by an aristocratic lifestyle that the rich yearn for. Therefore, to become top luxury goods, we must thoroughly conquer these rich people in temperament and detail, or they will soon be abandoned by them.