When Can Chinese People Think Of Domestic Luxury Goods?

If you do not blindly kidnap the moral, it will accept the reality relatively rationally that China, which is increasingly rich in wealth differentiation, is on the rise of a huge one. Luxury goods Consumer groups are invincible in the international market.

According to the authoritative international organization, China lost PK to Japan in 2012 and became the world's largest consumer of luxury goods. Although such performance has made many people's hearts five mixed.

A brokerage firm, CLSA, recently released a research report that wealthy Chinese continue to spend 1/4 of their family budget on luxury goods. Chinese people consume Gucci and Prada accounts for 1/3 of global sales.

In addition, the report points out that about 30% of luxury consumption occurs in consumer travel. This is not only a question of rich people's worship of foreign affairs, but also with domestic unreasonable tax policies.

Today, tens of billions of dollars are needed every year in China's urgent need to expand domestic demand. High-end consumption The loss of selfless help the west to revitalize the market is indeed lament.

A sharp question is: since the wave of luxury consumption is irresistible, why can China, with the fastest growth rate in the world, not create its own luxury brand, retain these luxury buyers and enter the international market?

Domestic and foreign enterprises have not made such efforts. But business is not optimistic.

In recent years, there are several Chinese brands sold abroad as "luxury goods", but these brands are rarely known in China, and they are more like a mirror in the world. In desperation, even some fake foreigners who are similar to old people have made the Italy government specially send personnel to China to fight against counterfeiting.

Foreign brands in China's domestic market are also helping. Media revealed that in 2008, Hermes launched the slogan "salute to the craft that has long existed in China", and together with Chinese designer Chiang and Chiang, he created the luxury brand of China, and opened the first store in Shanghai in 2010. At the time, Hermes was ambitious to claim that Hermes was the first international luxury company to launch one hundred percent China brand, hoping to set up 19 stores in China. However, after nearly a year and a half of business, "up and down" is still in a state of loss.

The survey from global luxury magazine is shocking: 86% of Chinese consumers said they would not buy "marked". Made in China "Luxury".

It is arbitrary to simply accuse them of not being patriotic. There are at least two deep reasons behind it worth reflecting: first, China's manufacturing in the world has been in the low end of the global industrial chain for a long time, and the image of cheap and cheap has been set up by the comparative advantage of labor cost. In the high-end manufacturing field, however, it has been hard to get real results due to quick success and instant benefit, ignoring technological innovation and even Shanzhai style. Two, for a long time, ignoring the protection of intellectual property rights and the repeated prohibition of counterfeiting and shoddy phenomena have led to the popularity of many famous international luxury goods in some Chinese markets.

The direct negative impact of this is that consumers will not trust Chinese made luxury goods and promote large numbers of tourists to the international market in a disguised way.

If this recognition is combined with the cultural inferiority complex of some people in the commercial field, it will be a devastating blow to the creation of China's local luxury goods.

Against this background, many Chinese businessmen who have completed primitive accumulation have begun to copy another short cut - merger and acquisition. At present, there are about 500 luxury brands in Europe. But the risk behind it is obvious: how to really digest is still a difficult problem in the face of huge cultural, managerial and institutional barriers.

The core value of all the successful luxury brands in the world is not their high price, but history and culture. For example, the most popular Chinese LV has a famous idea, the art of traveling. After 154 years of development, it has become the vane of fashion and lifestyle of French upper class.

China has a long history of civilization, but the real modern business civilization is only 34 years after reform and opening up. Therefore, it takes time to breed genuine luxury brands, and the essence of Oriental culture is injected into China in the age of globalization. For this reason, enterprises need to endure loneliness and get rid of quick profit and quick profit mode of operation, cultivate innovative and innovative capabilities, carry out brand innovation of all directional product channels, and complete the overall image upgrading. More importantly, the whole society should create a more equitable and fair competition environment, improve the system of intellectual property rights protection, and lay a broad runway for the emergence of China's innovation and innovation.

It is time for the Chinese to look down on the luxury they created.