Why Is China'S Luxury Brand Unpopular?

It is reported that China

Consumption is growing at an alarming rate, and many international luxury brands have poured into China, feeding on this feast.

The World Luxury Association says that up to now, 80% of the international luxury brands have entered China.

But it is regrettable that a survey by global luxury magazine shows that 86% of Chinese consumers said they would not buy "marked".

"Luxury".

Why is it that Chinese consumers do not love local luxury brands? The reason is that China's luxury brands lack quality products. In history, China is not only a big manufacturing country, but its exquisite traditional technology can even reach the realm of luxury and luxury.

In fact, in contrast to the components of Western luxury goods, China also has the accumulation of heavy culture.

Exquisite craftsmanship and scarce raw materials.

Before the opening of the Silk Road, Chinese silk was even equivalent to gold in Rome, and the medieval European Court aristocracy was a showcase of Chinese ceramics.

In the British suburb of London, the bryheim palace, also known as Churchill manor, is mostly Chinese porcelain.

However, at present, there are not many brands in China becoming luxury products. The main problem is that Chinese enterprises lack the luxury of operation.

Even methods.

Chinese enterprises tend to be far away from the short term, yearning for quick returns, unwilling to invest in the money, time and energy needed to build a brand. Such impetuous attitude makes Chinese enterprises lack the cultural quality of cultivating luxury brands.

Second, the establishment and inheritance of top luxury brands requires a long-term process.

Balzac said that to cultivate an aristocrat needs three generations of blood exchange, which is also applicable to the brand of luxury goods. France spent hundreds of years to cultivate the world's top luxury brands such as Louis Weedon, Dior, Chanel, Hermes and so on.

In the past century, China has suffered from war, poverty and weakness in the past century.

Since the founding of new China, especially since the 30 years of reform and opening up, with the development of China's economy, Chinese consumers have undergone a brand reeducation. Although China has won the reputation of making the world, Chinese manufacturing does not match the brand image and taste of world-class luxury goods. China has yet to produce widely recognized luxury brands worldwide.

China's image in the world is more inclined to industrial production, that is, large production, which is contrary to the common characteristics of luxury goods, so many in China.

It is also reasonable that people do not recognize Chinese brands.

Third, Chinese consumers are more attracted to foreign luxury brands because of their strong sense of recognition.

It is undeniable that in many people's minds, luxury brands are always associated with European impressions.

In fact, most of the top ten leading brands in the world come from Europe.

But it is also undeniable that, among many foreign luxury brand buyers, whether they are new wealth or new rights, they want to prove their identity by having luxury goods abroad. They join all kinds of high-end clubs, wear famous brand clothes, sit in this luxury car, drink red wine, and so on, all of which show their superior characteristics, show the brand recognition of new upscale people, and enjoy better material and service in life.

At the same time, there are also some people who blindly believe that as long as they are foreign, they are considered good luxury goods.

Although China's luxury brands are still hard to compete with the so-called top luxury brands in European countries.

But we should see that China's local luxury goods have sprung up and flourished. At present, China's economy is driven by capital to innovation driven, from China to China, and I hope that Chinese enterprises can build China's top luxury through the historical heritage, exquisite processing technology, unlimited creativity and unique scarce raw materials of Chinese luxury goods, so that Chinese consumers can be proud of having luxuries in China.

I also hope that Chinese consumers will pay more attention to the luxury brands in China. The luxury brands in China are too young. Even if they have excellent cultural heritage, they will really grow into top brands, which may take generations to complete.

If China's luxury brand wants to grow into a top brand, it needs Chinese enterprises and consumers to work together.