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Luxury "Pseudo Luxury" &Nbsp; Local Brand Embarrassment.

2011/8/19 18:02:00 41

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At home, many white-collar consumer psychology is willing to use the same price to spend two or three lines abroad.

brand

Products are not willing to consume local brands. This phenomenon is widespread.

This may still be similar to Coach, Gap, Levi 's, Zara and other foreign two or three line brands into China, can become a "first line" in the minds of consumers.

Luxury goods

One of the reasons is that for local brands, this is also the embarrassment of its brand upgrading.

It is not uncommon for foreign second-line brands to enter the Chinese market and turn them into luxury brands.

More recently, more netizens have chosen the list of "ten fake luxury goods", and the price difference of the same price is still a hot topic of mass consumer attention. The list is undoubtedly the US brand "COACH". The difference between the domestic and foreign prices of the same package is as high as 40%.

However, this is only one of the reasons that attract consumers to become crowds.

Looking at the brand positioning, in the US, with the brand positioning of Coach, the number of consumers and the number of purchases, it is only in the category of consumer goods. Why do foreign brands come into China after they enter China, then they can successfully put on the outer garment of luxury goods, and a large number of Chinese consumers are willing to pay for it? From the point of view of industry brand experts, it is obvious that domestic consumers have limited knowledge of foreign brands, and lack of corresponding understanding of brand reputation and brand positioning. Many are just following the trend. Under such asymmetric information, it is possible to mistake some two or three line brands abroad as well-known luxury brands.

But in my opinion, consumer psychology is more important than consumer cognition of brand culture.

As we all know, Shenzhen has gathered many high-end fashion brands in China, especially high-end.

Women's wear

Brand.

These brands occupy a large area in the major shopping malls and department stores in the country, and sales are among the best, such as Adana, Mars Phil, and so on.

But few consumers are willing to admit that these brands are the first-rate brands that can be sold as luxury goods. It is also hard to believe the internationalization status of these brands. Even if they buy, they only think they are consuming a high-end garment.

Therefore, for local brands, even though they have the same low price and high quality, even at least the image and identity are hard to establish in the minds of consumers.

So what does "luxury" mean for a brand?

The strong entry of foreign brands often wins the respect and trust of consumers with superior product quality and brand image, and some spirit connotation and way of life conveyed by the brand.

Therefore, even if they are crowning "fake luxury" hats, these brands can quickly get the recognition of the Chinese market with the concept of "high quality", while the pace of internationalization of local brands seems to be somewhat difficult.

What worries local brands is how they can not explain clearly. When the price of first-line brands is high, the atmosphere of high-end business environment is available, through various channels, packaging and propaganda is linked with foreign designers, or when the "international" identity that simply goes abroad to register, it seems almost anything.