Sales Of Logo Products Rely On Freshness And Star Effect.

< p > it can be said that the luxury brand this time goes to Logo mainly for the Chinese market, due to Louis Weedon (LV), Gucci (Gucci) and several other Chinese luxury brands, which are not very beautiful in the Chinese market in the past year.

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< p > to Logo products sales rely on freshness and star effect < /p >

< p > according to the World Luxury Association report, from January 20, 2013 to February 20th, the total consumption of luxury goods in mainland China amounted to US $830 million, which was nearly 53% lower than that during the Spring Festival in 2012.

Up to now, luxury brands still say that growth is not ideal.

The LV fashion leather Department receivable growth rate in the first quarter of this year was 3%, the lowest in nearly three years. As the most profitable sector in LVMH, this performance is not satisfactory.

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< p > analysis causes are generally considered to be the impact of China's anti-corruption, and the other is the Chinese consumers' fatigued Logo.

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< p >, so the vigorous "go logo" campaign began.

The classic Logo, once obsessed with countless people, seems to turn into a shackle of luxury goods overnight.

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< p > "our Monogram and square canvas series will not appear on T stage in the future."

This is the message from LV, the creative director of the network pmission. Although the brand side denied the truth of this statement, the discussion on the "Logo" change of luxury goods continued to heat up.

Immediately after that, Burberry came out with the wind that "there will be no iconic pattern on nearly 80% products in the near future".

And there seems to be some signs in the shopping mall. The Gucci bamboo bag is the most attractive in the early autumn handbag series.

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< p > there is a joke in the industry that "the value of big bag 90% is on logo". Now, can you sell better without the big names of logo? < /p >

< p > Hermes, Fendi (Fendi), CELINE (Celine) and other big names as early as this year, the new spring and summer launch of the "no logo" series, a quarter of the past, the sales of big names rose 20% over the same period, and some did not improve.

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After the removal of logo by Fendi P, sales in this quarter increased significantly, rising by more than 20%.

A latest financial report also showed that Gucci's sales of leather goods without Logo had double digit growth, an increase of about 6%.

After a taste of sales, Gucci felt that it was a smart move.

With the momentum of Fan Bingbing, Louis Weedon's "Alma Logo" package became the most popular package this year.

However, CELINE's luck is not so good, the brand this season has pushed many pink series of swing packages and flip packets, but at present, the sales are not as good as the face pack, and the market feedback is not satisfactory.

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Less than P, how much confusion can be confusing from the current sales volume? This is the credit for "going to Logo". Is it really satisfying to calm down and think that this effect can be sustained? < /p >

< p > it is undeniable that "go Logo" has led to a certain sales volume, which should be attributed to the speculation of people in the fashion circles to "go Logo", and the star effect of Fan Bingbing, the Chinese fashion leader, and then the consumer's sense of "no Logo".

After a while, when the heat is gone, when the freshness is gone, after many "Logo" luxury items are listed, consumers can easily find that the brand without Logo is becoming more and more unrecognizable. It is becoming more and more popular brand and lacks individuality. At this time, they will miss the advantages of the "high-profile luxury" once again, and pursue the classic Logo again.

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< p > disputed "go Logo" is better than praising Guo Jingming < /p >.

< p > in the face of slower growth, it is understandable to seek new solutions.

The brand stopped the aggressive market strategy, chose the low speed, steady and more easily controlled expansion mode. This is no problem. The key is to clear the market first and find out whether the Chinese are pretending to be "face to face" on the question of "going to Logo" or whether they have reached a "low key" level in cognition.

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< p > in fact, the European and American countries and Japan have experienced the aesthetic fatigue of "Logo". But after so many years, when their luxury goods are sold in supermarkets, the "Logo" still exists.

So, the Chinese society is less than ten years old for the rise of luxury goods. Is this stage so fast? Do Chinese really not love Logo? < /p >

P, not necessarily. In today's social activities in China, luxury goods with Logo are still the media to convey their strength and taste. While accumulating wealth, they want to get the respect of the society by using expensive articles with Logo.

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"P" is like "the little time" Logo is the label that Guo Jingming wants. The luxury household, the Chinese dress and the bag in the movie do not let the Chinese people who have been longing for luxury life feel exhilarated and satisfied. Even if it is superficial and exaggerated, the handsome list of handsome, beautiful women and a large list of subtitles can blink the eyes of the younger generation.

Guo Jingming also admitted before the media that such a large number of luxuries were used in films because they could not afford to buy them before, which was a psychological remedy.

Guo Jingming's thought is actually what most Chinese think.

That's not easy to use luxury goods. Why should we keep a low profile? < /p >

< p > "go Logo" is only a temporary affectation. Logo is the inevitable mark of this era. Guo Jingming's Logo worship is not as brainwashed as his comment on his fans. If he can wash his brain, it will be really good. Everyone will try to yearn for a beautiful and luxurious life.

With this in mind, people from all walks of life should praise Guo Jingming by putting down the discussion of "going to Logo".

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< p > Chinese will continue to "vulgar" go down < /p >.

< p > a survey shows that although the big brands are busy "going to Logo", the Chinese consumers' love for luxury brands has not completely faded. Logo is still very important to some consumers.

"The world luxury market survey" from Bain Research Institute shows that Chinese consumers still focus on the significant Logo of brands.

In the survey, 55% of Beijing and Shanghai consumer reports said they would buy more luxury goods with significant logo.

Similar findings also appeared in Hurun's report.

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The salesperson of Hangzhou Tower P LV also said, "our new NeverfullEpi this season has attracted some customers who do not like to exaggerate Logo, but there are also some customers who clearly indicate that they prefer the classic style of Logo."

Sales staff said, not all Chinese consumers mature overnight to "do not love Logo", and some even ask: "no LV logo, then I spend so much money to buy canvas"? Especially those who bought LV for the first time, have a special liking for classic Logo.

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< p > in fact, the original meaning of Logo is a trademark, which means "quality is guaranteed" and "I am responsible for it", but slowly, it starts to appear in the external or even prominent part of the product as "underwear is worn out", and becomes a tool for people to recognize their status and status.

Or take LV as a matter of fact, its Monogram was born in 1896, and the canvas series began in 1888, and it is called a century old classic. Some people will ask, what do you want to do when you leave these two things? What's the brand story to convey? In the case of you, are you willing to spend the luxury money to consume these logo free MUJI products? < /p > LV

< p > those who are not sophisticated enough to buy Chinese luxury buyers are facing many interrogation: the obvious Logo is the vulgar sign. Low-key implicit is good taste, while "Bling-Bling" is bad taste? < /p > Logo

"P Mintel, China's chief investigator, Paul French," said: "is it wrong to think that Chinese consumers are mature enough to report these people's names and addresses?"

Even though they began to study wine tasting, they are still in the blind imitation of Western taste and show off money.

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P.T.Black, senior creative director of Thoughtful China, a network talk show in Shanghai, believes that for a long time, luxury consumers in China have been looking for a "Bling-Bling" element through the Western perspective. P

Each member of different social circles is defining himself, his status in the circle, and his relationship with outsiders.

Luxury purchase and dressing style is an important way of information exchange.

In the Chinese aesthetic standpoint, the "Bling-Bling" style is an important tradition.

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"P", so the Chinese people will be "tacky" for a long time, trying to use "go Logo" to prove that Chinese consumers have been tired of Logo fashion weary people still save it, after a gust of wind, may find that they still love Logo.

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