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The Luxury Industry Has Been Pushed To The Forefront Of Streamlined Production And Commercial Operation.

2013/5/3 19:14:00 20

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(P) before long, the luxury industry was also stealthy in the handicraft workshop run by the family. It embodies its taste, persistence, material and traditional handicraft.

with the advent of the post industrial era, luxury goods industry has been pushed to the forefront of streamline production and commercial operation.

The emergence of large luxury groups such as LV, LVMH, Richemont and Kering seems to mean that the niche customers that luxury goods rely on, the exquisite workmanship and the high-end customer experience are falling down one by one.

in the face of the fierce conflict between tradition and modernity, luxury goods producers adjust their strategies to adapt to the trend of the times, hoping to find the balance between the two accurately.

After all, sticking to tradition may not be able to survive. Instead of abandoning tradition and moving towards modernization, luxuries have lost their origin.

"luxury brands need to achieve an appropriate balance between tradition and Modernity in manufacturing, development, products, distribution, communication, customer and marketing."

The chief executive officer of Piaget, Philippe Leopold-Metzger, has refined the balance technique at the fifth summit of the top brands of CEIBS.

traditional soul .

Andrea Illy, chairman and chief executive of ILLY coffee, said in an interview with reporters that there are three basic points in the existence of high-end brands, the first is the accumulation of corporate culture, the second is the current development of enterprises, and the third is the spirit behind the whole brand. P

"the first condition for a luxury brand to succeed is to have a strong cultural heritage and profound cultural accumulation as the cornerstone."

Andrea Illy emphasized.

For the count, this cultural tradition originated in the Swiss Luoshan region in 1847.

In Philippe's view, such a history decides that the brand still needs to be preserved in the context of modernization.

the count's practice is to keep 90% of the products still made by hand, and the design of these products is mostly done by hand drawing.

The count still has more than 50 traditional handicrafts, and some watches are still made of gold wire.

the significance of traditional technology to luxury brands lies in what Philippe says, "they continue the emotion and soul which are hard to reproduce on the production line and belong exclusively to handicraft products."

modern innovation /p >

but this does not mean that a luxury brand should be addicted to history.

In the manufacturing aspect, the count also uses numerical control machinery to produce a case and a strap, and uses sophisticated technology such as stereolithography and sophisticated software to achieve mass production.

In terms of products, on the basis of extending the technology of traditional handicraft making machine, we also strive to make innovations in the application of new materials, such as black diamonds, rose gold, light metals, etc. the combination of the two ensures the quality and reliability of products.

for the traditional luxury enterprises, the adjustment of distribution channels is also a major challenge.

in order to ensure that consumers get tailored products or directly face to face personalized service, high-end brand sales are often done in small and comfortable retail stores.

But with the sharp rise in the number of consumers, small scale stores have been unable to meet the needs of consumers. At this time, mass oriented stores have become the choice of luxury brands.

"P >" brand new distribution means that the new generation of super boutiques is no longer confined to the central and main streets, and suburbs and airports will become new distribution points.

More radical is that the emerging Internet and digital technology will also become a sales tool for high-end brands. "

Philippe points out.

adjusted propagation mode .

in addition, the adjustment of communication mode is also one of the aspects that need to be innovating in today's luxury brands.

Careful people may have found that in traditional advertising, brands often focus on product centered strategies, but today luxury products have extended to their symbolic lifestyles, and in the process of communication, they also show the advocacy of product symbolized lifestyles.

and emerging social media is also a channel for luxury brands to spread.

In addition to using Facebook and YouTube and other social media for brand promotion, the count continued to act in the film field, participating in the American film spirit of independence award and the thirty-first Hongkong film awards to promote the concept of product promotion.

with the development of the market, Philippe has also noticed that modern customers are also very different from traditional customers.

Traditional customers buy luxury goods as gifts, but now they mostly reward themselves. Former customers are often ignored, and now they are being treated with respect and have become the focus of sophisticated and complex CRM initiatives. Traditional customers are often 40~60 years old, and now this age range extends to 20~75 years old.

Less than P, of course, there are less knowledge of products from former customers. Now, after sale service is often regarded as a burden, and today's after-sales service is an opportunity for luxury brands.

this also requires that luxury brands reflect modernity in marketing. Although products are the focus of enterprises, they must rely on excellent marketing means to stand out.

traditional luxury marketing emphasizes "you are you", but Philippe points out that modern marketing is the idea of "people in your mind" is the real "you" look, so the scale of marketing which was regarded as not important in traditional marketing is ten important in modern marketing.

"modern marketing must reach a critical scale.

Similarly, single culture marketing strategy may be effective in the past, but modern luxury marketing must adopt a multicultural marketing strategy.

Nowadays, it is not enough to rely solely on products. If we want to combine products with modern marketing, we can ensure the survival and long-term development of brands.

Philippe emphasizes.