Luxury, Love And Talk In China

In China

The Spring Festival is approaching.

In order to lay out the Chinese market, cultivate loyal customers of the brand in the long run and make potential Chinese consumers more willing to purse their pockets, many luxury brands have launched their own Chinese brands, such as Hermes's "up and down" and so on.

Why does the western old luxury goods become more and more "Sinicization"? What is the layout of their strategic hidden layer?

The mainstream design is willing to use the image of China.

Hermes followed the rule of "three new and one old" created by luxury goods.

Closely related to Chinese traditional culture, totem, Chinese red and lucky numbers symbolizing Chinese civilization are increasingly becoming the favorite elements of luxury brands.

"Dragon" is one of the most popular elements in luxury brands.

For example, the use of dragon jewelry in Cartire jewelry symbolizes power and dignity; Patek Philippe's "white jade dragon" limited watch is based on the dragon pattern jade in the Western Han Dynasty of China, and the elegant and simple dial composition shows the unique style of seeking secrets in the secret.

Apart from the "dragon" element, many luxury brands are constantly exploring other image elements with Chinese characteristics.

The new watch launched by the Yu Bang table adds the elements of Tai Chi Eight Diagrams to the art of "fusion". The ink cap of MontBlanc is inlaid with two Facebook faces of Bibi.

The first "Sinicization" of luxury enterprises is giant Hermes.

Its Shang Xia brand store opened in Huaihailu Road, Shanghai, and produced a slogan "salute the craft that has long existed in China", which sells the "Chinese style".

"From the skills of luxury goods, Hermes has followed the rule of" three new and one old "in the new world, namely," new brand, new positioning, new image plus old enterprises ".

For example, it put forward the concept of "up and down" new brand, giving it the positioning of new world luxury goods, subverting the inherent impression of European traditional luxury goods and creating a brand new image of China.

All of this seems logical. It caters to the Chinese market and adds a competitive product to competitors. "

Yang Qingshan, a special researcher at the center for luxury research, University of foreign trade and economics, told reporters.

Penetration from design to product line

Designers will be loyal to the brand spirit of luxury goods, and will not be divorced from their brand characteristics because of localized pformation.

The deep-seated reason for the "Sinicization" of luxury brands is to satisfy the needs of customers. The satisfaction degree of customer satisfaction is largely manifested by psychological satisfaction, which is also related to the culture that customers accept.

Reporters learned that there are two ways to investigate luxury culture: one is to organize a group of experts from the host country, such as university professors or artists, to provide brand suggestions.

The two is outsourcing to professional research companies.

These research intelligence will be integrated into the strategic planning department, after the manufacturing design, and then passed to the customer through the operation Department.

"However, this kind of investigation is not a decisive link, nor a command. The final decision is still the designer, the designer will be loyal to the brand spirit of the luxury brand, and will not be divorced from its brand characteristics because of the localization pformation."

Chen Zhilong, chief executive of Paris Mercure China, told reporters.

Localization of production

Some luxury brands have already built their production lines in China, reflecting the localization factor through actual production.

Luxury brands prefer the "Chinese style" in art design, trying to fit the psychology of consumers. In practice, some luxury brands have already built their production lines in China, which reflects the localization factor through actual production.

An industry insider revealed that at present, the production lines of Armani's top apparel and luxury brands have long been settled in China.

Louis Weedon has already found authorized manufacturers in China, and has begun to build production bases in Hangzhou, Zhejiang.

"In fact, these luxury goods companies have been collecting data from all manufacturers who produce their brand goods while operating in China.

In cooperation with authorized manufacturers in China, it can also save the investment that luxury goods companies need to expand their production scale. "

"The nationalization of these international brands is phased.

The first stage is to open a small shop in China to test the market situation.

The second stage is targeted advertising, promotion for specific groups.

The third stage is strategic layout, which includes the overall layout from design to production line.

Wang Depei, vice president of China Economic Restructuring Research Institute and director of Shanghai Fu Kha Economic Prediction Research Institute, said.

In fact, as a luxury consumer brand, in addition to designing more responsive to the psychology of the Chinese people, most of them are reluctant to choose products to be shipped from abroad to China in order to meet the growing demand and cost control. More of them are sending product designers to China and setting up production bases in China.

Nowadays, more and more luxury brands even hand over the design, production, purchase and supply chain management to local manufacturers.