Pay For "Made In China" Luxury Goods?

With Prada in Hongkong

When you enjoy the "exquisite craft" and spend a lot of money to buy Armani, Zegna, Hugo Boss and other international brands.

When "made in China" has become a reality

Ms. Wang has been very troubled recently. The Coach handbag, which spent 3980 yuan on the purchase of RMB, was "Made in China".

"I knew that it was made in China, so I might as well buy a home-made bag."

She told reporters.

Actually, it's not just Coach, even Burberry, Armani, Hugo Boss, etc.

The first crab to eat is the American entry-level brand Coach.

In 1996, when Lew Frankfort took over Coach from CEO, it started not only to improve the brand quality, but also began to reduce production costs, and began to print "made in China" on its own bag.

Gradually, Coach's factories in the United States have been shut down one by one and replaced by China's processing partners.

Because of the strict management of the company, most consumers still pay the bill.

From the 2000 stock market to the present, Coach's sales and profits have been increasing year by year, which has turned the shareholders' lips into a smile.

Watching Coach make a big profit, European luxury brands are burning with anxiety.

But they can't say that China makes Chinese manufacturing as Coach did.

Over the years, European luxury brands have widely publicized how traditional their workmanship is and how skilled their craftsmen are. They say that making bags is the quality of French and Italian DNA, and no one else can learn.

Speaking of this, but want to use "made in China", it is really troublesome.

The temptation of profit can never be resisted.

Luxury brands in Europe secretly produce bags in China.

There are several factories in Guangdong, China. They sign agreements with every luxury brand to ensure that they do not disclose to anyone.

So how can these luxury products be produced in China, but they are labled with labels made in Italy or France? There are many ways to pack them in China, so they are not ready to go to Italy. After they have been shipped to Italy, they are made in Italy.

Or the "Made in China" label is pasted on the packaging box instead of being sewn in the bag. After being shipped abroad, the label is changed.

Now, the labels of luxury brands are getting smaller and smaller, hiding deeper and deeper, and some can not be found at all.

However, luxury brands will not take all bags to China.

Generally speaking, a large batch of classic items will be done in China, such as Celine's Boogie series.

A small batch, especially precious cortex (alligator skin, ostrich skin, etc.), is still manufactured in Europe.

Total cover can not be achieved, Prada's CEO said that in the future, Prada's package is not important, the key is Prada does, signboards do not write which country, all write "Made by Prada".

It's a good idea, but I don't know that all countries' laws promise not to.

So the reality that we have to face is that luxury goods have been made in China on a large scale.

According to the global luxury report, in 2009, 60% of the international luxury brands had their own production lines in China.

According to the current statistics, the list of "made in China" luxury goods includes Prada, MaxMara, Givenchy, Burberry, Ermenegildo Zegna, YSL, Marc Jacobs, Emporio Armani and many other first-line brands.

From "manufacturing factory" to "financial market"

From the first "dollar shop" to sell umbrellas, socks, WAL-MART clothes, toys, and then to high-end brand clothing, brand-name sports shoes......

The quality of products made in China is getting better and better.

In recent years, those "high above" luxury brands have also started to be made in China.

These luxury brands are nothing more than China's "cheap production costs".

However, as the cost of raw materials and labor in the Chinese market has increased, and because of the small added value and policy driven clothing enterprises have begun to focus on the creation of their own brand clothing, perhaps in the next few years, the international luxury brands will not enjoy the sweetness of "manufacturing in China".

Now, many brands, including Coach, have been planning to pfer factories to more "cheap" countries such as India and Vietnam, while taking back China's agency.

Therefore, it is no exaggeration to say that today you do not buy Chinese made products. In ten years, you can only buy Vietnam or India.

In July, Vietnam's clothing exports increased by 6.6% to $267 million.

Another phenomenon worth studying is that luxury has gradually shifted China from "manufacturing factory" to "financial market".

With the continuous improvement of China's luxury consumption capacity, Hongkong has recently become the "holy land" of the global luxury market.

Following the 30% rise of cosmetic brand L 'Occitane' in Hongkong in May last year, "going to Hongkong to go public" has become the latest fashion in the luxury industry in Europe and America.

In June 24th, the Italy fashion brand Prada was listed in Hongkong, followed by the American high-end brand Coach, the British shoe maker Jimmy Choo, and the Italy shoe brand Salvatore Ferragamo.

Previously, the sites they chose were not New York, Paris, Milan, etc.

The camps of luxury goods are disintegrating, and the most exclusive brands are unwilling to choose Hongkong or even want to let the listing break their mystique. But those brands with low price and hard hit by the financial crisis can't wait to rush to Hongkong. They think that it is the stage of chaos in the Asian market, the concept of consumers has not yet been formed, and the brand image has just started.

When was "China luxury" born?

"When I buy a big card, I'll look at the logo. If I write" Made In China, "I don't want to buy it very much. I feel a little bit gullible.

In an upmarket shopping mall, Ms Liu told reporters.

Statistics from the global luxury report show that although 83% of people said that the top fashion brands made in China were not cheap symbols, 86% of Chinese customers said they would not buy them because of the words "Made In China" marked by luxury brands.

This shows that the image of "China's creation" and "China's production" are not equal to the concept of "luxury" in people's minds.

When China will soon become "the world's largest luxury goods market", when will China produce its own luxury brand?

In fact, in view of the fact that luxury goods choose China as a product producing area, in addition to considering the low cost of human resources, the manufacturing capacity of Chinese factories is also affirmed. They have advanced production equipment, super efficiency and excellent product quality, which can no longer be compared with the previous "made in China".

Fiona Kotur, the US package designer, thinks that labels made in China are not as negative as they used to be. She said: "the meaning of Chinese made labels is different from that of 10 years ago. The goods previously produced in China are considered to be stereotyped, but now there are great differences in products produced in different regions of China, and the quality of the south is very good.

In the southern part of China, workers from Italy have been introduced, and many traditional skills have been acquired. They are no longer cheap products.

"Made in China" is not a luxury. Chinese companies are also taking action.

In fact, there are many high-end brands developed from Hongkong and the mainland of China, such as Shanghai Tang, which was founded by David Tang in 1994 (acquired by Richemont group in 1998), and has a high reputation. Ascot Chang brand is also known as Hongkong Savile Row brand. It was founded in 1940. Now it has branches in Asia, New York, Beverly mountain and other places, and Hongkong brand Dennis Chan has also gained a high reputation in the world, and has branches in Paris, London, Losangeles, Taipei, Singapore and other places.

With many years of experience in foundry and China's unique cultural traditions, China's birth of its own luxury goods is by no means an impossible thing.

But as brands like Hermes and Louis Vuitton have taken several centuries to develop into today, the creation of Chinese luxury goods takes time.

If you want to really get on this world platform, you have to integrate the extraordinary idea into the product, keep the exquisite craftsmanship that has always been unchanged, inherit a long history, and create your own culture, at the same time, provide customers with quality service and a pleasant experience besides goods.