Luxury "Chinese" Innovation

Luxury goods from France, Italy and Switzerland now find their second home, China.

In recent years, many famous international brands have been wearing dragon patterns, lotus flowers, celadon and so on.

In this way, we can express our sense of affinity with the people and attach importance to the Chinese market.

Nowadays, what the big players want more is not only to have some Chinese style clothes, but also to have a heart of Chinese marketing innovation, so as to make the local and fashion of the luxury goods seamless.

2012 at the beginning of the new year,

The "Chinese style" has been blown up by the big names, and the red hot weather of "dragon jumping".

But over half of the year of the dragon, many international luxury brands have reflected that, like the previous two years, China's luxury sales continued to grow at a high speed without any good days.

Prada's recent report shows that its share in the Chinese market has dropped by 25% over its 12 month high.

Boboli group released the financial report, the first quarter of the company's Asia Pacific region (mainly in China) sales growth fell from 67% in the same period last year to 16%, down 50%.

But Zhou Ting, Dean of the Institute of wealth quality, believes that this lack of power does not mean that the development of the Chinese market has stagnated. On the contrary, it is the beginning of a comprehensive upgrade. The Chinese luxury market has changed from extensive growth to meticulous development in the past.

The so-called luxury Chinese trend has also shifted from simple use of Chinese style elements such as Peking Opera mask, Chinese dragon and peony to the pition to understand and integrate more local culture and spirit. This will be a comprehensive penetration from design, marketing, service to management.

The success of international luxury brand operation in China is mainly due to the success of marketing. The appearance of "Sinicization" caters to the hearts of Chinese consumers, but has not yet been welcomed by international consumers.

Since Marco Polo wrote his book about the era of his wonderful experience in the East, Europeans' interest in China has been increasing.

"From luxury brands to China, to single product luxury goods with Chinese elements pouring into the market, and then to Italy's luxury brand GUCCI (Gucci) for the first time to invite Chinese celebrities to endorse, we can easily find that from design to marketing, luxury brands have paid more attention to the Chinese market.

No one wants to miss this Chinese luxury brand feast.

Zhao Yunhu, President of fashion agency, told reporters.

The deeper reason is that the output of Chinese culture and the internationalization of Chinese designers are constantly improving, enabling them to have the strength to dock with international brands.

From the Sinicization of appearances to the Sinicization of functions and to the Sinicization of brands, Hermes is in the front.

The brand of Hermes is founded by Jiang Qionger, a new designer of China, and Hermes. "Jiang Qionger's traditional Chinese painting and calligraphy master are from China. Her grandfather was one of the first contributors to the introduction of Western oil painting into China, and his father was also a famous architect.

From childhood, it was deeply influenced by Chinese art and design.

Since then, she has been living in Paris for many years, and has a brand new understanding and understanding of western aesthetics.

Rhodes, vice president of public relations and general manager of Shanghai company, said that now, a number of Chinese designers like Jiang Qionger have an international view, which are attracting the attention of international brands.

Zhou Ting believes that the success of international luxury brands in China is only a success in marketing.

Only by having excellent customer relationships, effective marketing channels, fully understanding the Chinese market and consumers, and promoting the four capabilities through the local media, can we guarantee the success of the brand in China.

According to the statistics of the Institute of wealth and quality, 54% of the international luxury brands have been operating in China for 5 years, but with many "Chinese style" means and effective sales channels, many big names have made a lot of money.

But in the subsequent development, they began to face the problem of lack of growth.

Jiang Jiongwen, a professor of marketing at CEIBS, believes that the high growth of luxury goods in China in the past few years is synchronized with the growth of Chinese wealth. Now many wealth groups are more aware of luxury goods than before, and consumption tends to be rational. This has led to the pformation of luxury goods enterprises from extensive management to meticulous management in the past, and building a Sinicization team is inevitable.

When the luxury brand has just entered China, the executives are often "foreign executives". Because they do not understand the local culture deeply, they often seem to be struggling in product marketing and channel management. Now, the local managers team seems to be a necessity for the brand to continue to expand.

Beijing style fashion brand planning agency director, Gong Fu Fu believes that the rise of local managers is related to the talent training plan of luxury brand system.

The brand will provide personalized training for every manager's different characteristics, especially the short board management.

The serious shortage of local talents in the management of luxury goods has become the biggest pressure on the operation of the brand in China. One of the reasons is that China's luxury market starts relatively late, the relevant practitioners are relatively few, and the management experience is not abundant; on the other hand, the talent cultivation of Luxury Management in China is almost blank.

"China

We are entering the international brand design team to internationalize the Chinese style from their perspective. The western marketing experience has brought the high growth of luxury goods in China. Next, how to combine the internationalization and localization of the management team is the most important problem facing the luxury brands.

Jiang Jiongwen said.