Luxury Brands Get "Eight Sins" In China

The Chinese market makes almost everything.

Executives are delighted that their confidence in the market has also been highly unified.

"In the near future, China is likely to become the world's largest luxury market, which is not only conducive to our brand, but also beneficial to the entire luxury industry."

BOTTEGA VENETA executive director and chief executive officer Marco Bizzarri is very representative of the first financial daily.

They say "customers are God", but the Chinese consumers who create miracles do not win the luxury of brand names.

The recent Hermes crackdown on the other side of the ocean has attracted Chinese consumers' dissatisfaction with its failure to provide identification services in China.

And the reply of individual salesperson "if you want to identify yourself to fly to France headquarters" is more disappointing to consumers.

The high price of luxury brands should match the high quality shopping experience and after-sales service. However, the service ability and level of luxury brands in China are far behind the pace of its rapid expansion.

Zhou Ting, executive director of the luxury research center of Beijing University of foreign trade and economics, noted that luxury brand services have become the focus of consumer complaints at present.

There are at least eight differences in the services provided at home and abroad:

One of the sins: the missing repair point.

Overseas luxury brands have established a comprehensive after-sales service and maintenance system, so that consumers can enjoy convenient and considerate services.

But in China, many luxury brands do not have access to maintenance services. Individual brands set up repair points in Beijing or Shanghai, but they are usually set up by dealers only. They usually do simple and general maintenance, but the real maintenance needs to return to the original factory.

Many people in the industry also reported to our correspondent that Chinese consumers expect to be able to get services in China for luxury brand products purchased overseas, but in most cases they need to pport their products back to factories in Switzerland, France or Italy. This undoubtedly increases the difficulty for Chinese consumers to get services.

Sin two: maintenance time can not wait

In foreign countries, the maintenance time of luxury goods is relatively fast, usually less than a week or so.

But in China, the maintenance time of luxury goods is very long. It is almost 1~2 months. Many of the products that are returned to the original product will have to wait for about half a year.

As a result, the maintenance time is too long to become one of the focuses of Chinese consumers' complaints.

In the end, Zhou Ting thinks that the rapid development of the luxury market leads to the scarcity of talent, which makes the luxury brand lacks professional service personnel in China, and on the other hand, it is also a luxury brand.

As a result, luxury brands are making the scarcity of products artificially while making services artificially, making consumers scramble for luxury goods.

Three of crime: unaffordable repair price

The price of foreign luxury goods is relatively low, and many brands even provide free maintenance for their customers.

But in China, the maintenance price of luxury goods is very high, which has become the unbearable pain for consumers.

Some consumers have told this reporter that because of the high cost of changing the watch band of a brand, it had to be put on the shelf at the end. The replacement cost of the old and new watchband reached thousands of dollars.

Crime four: harsh policy of return

Foreign consumers can usually return to the luxury brand stores while holding the shopping notes. Luxury brands are very harsh to Chinese consumers. Whether they can be returned or not should be reconsidered, but to a certain extent, they are also related to too many fake goods in the country, which affects the brand's service strategy.

Sin five: product descriptions that do not read

Many Chinese consumers buy products from stores and go home to read product information. They will find that their information descriptions do not have a Chinese version, or they are not comprehensive enough information. They do not have a comprehensive and accurate introduction to how to maintain, maintain or return policies.

The instructions for foreign luxury brand products will not only provide the language version according to the needs of consumers in different countries, but also explain clearly and accurately.

Sin six: an unfulfilled promise

Consumers of luxury brands in China should have a deep understanding of the "excess commitment", that is, the promised service exceeds the actual service.

When shopping, brand employees can provide customers with cleaning and maintenance services at any time to shop, and can be returned free of charge. But when consumers actually demand to cash in, the brand shop assistants always find a lot of reasons to shirk.

There are consumers carrying thousands of dollars worth of money, but when they wear shoes for a few hours, they get the absurd reply when they ask questions at the store: "who made you walk?"

Sin seven: serving people

After entering the luxury brand luxury store, have you ever been surveyed by the salesmen? Do you have the enthusiasm to recommend products that are more expensive? The phenomenon of "watching the dishes" is quite serious in the Chinese luxury brand sales office.

A survey by Zhou Ting found that luxury brands provide differentiated services to large and small customers in China. The richer the people are, the more satisfied they are with luxury brands. Instead of enjoying the proper services, the small customers suffer from discriminatory treatment.

But luxury brands offer some extra services to large and small guest houses abroad, and their service standards are consistent.

Sin eight: disappearing season

Europe's two luxury discount season every year makes consumers unable to restrain their desire to compete. Whenever there is a discount season, both Europeans and Chinese tour groups will have long queues at the shops.

The discount can be as high as half off.

In Zhou Ting's view, offering price concessions to new and old customers is also one of the embodiment of luxury brand service level.

However, Chinese consumers, after contributing to the most powerful purchasing power of the luxury goods industry, not only have no preferential treatment for the discount season, but pay a higher premium.

Faced with such obvious domestic and foreign services, the luxury brands that have ploughed the Chinese market have to make some changes.