Luxurious Sinking And Light Luxury Appear.

< p > have you ever thought about redefining luxury goods? Luxury has always been closely related to Pyramid's sharp, rich class and upper class society. Deliberately creating a distant dream, creating a distance from consumers and making consumers unreachable has always been the rule of luxury industry marketing, which has created the mystery of luxury brands and its high price.

< /p >

"P" has two important consumption trends and culture in China's fashion consumption field. One trend is pure luxury, that is, big chasing, and the other is "fast fashion", that is, fast updating frequency and many styles.

Especially, it is represented by < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >.

With the growth of young people, a new consumption culture is evolving.

< /p >

< p > luxury sink < /p >

< p > for luxury brands, 1% or less consumer groups in the market seem to be more profitable. Manufacturing scarcity, manufacturing distance and manufacturing symbols are the core of luxury marketing.

< /p >

< p > but in the Chinese market, most of the luxuries can only be achieved without eying 1% of the consumers. The reason is that the actual consumption groups of Chinese luxury goods are quite different from those of Europe.

In Europe and the United States, the main consumer groups of fashion luxury goods are basically over 40 years old. But in China, the consumption of fashion luxury goods is characterized by a younger age. It is concentrated in the age of 18~50, concentrated in 30~50 years, and 18~39 of the population is the main group of fashion consumption.

This means that if the luxury goods are sold to those wealthy and wealthy Chinese who are very old and successful, the market space is very limited.

< /p >

< p > more importantly, Chinese consumers are in the chase stage of fashion. After all social classes have a certain quality of life, they hope to enjoy a more luxurious and fashionable life quickly.

As a result, a wave of populace luxury began to sprang up.

For many mass consumers, it is not necessary to buy luxury cars or villas to show their luxurious life, but to enjoy the luxury that can be obtained with a little effort.

< /p >

< p > as Kenichi Ohmae, a famous Japanese management scholar, said in his latest book "M society", after the globalization, the "middle class" will disappear, many will fall into the middle and lower class, but consumers will ask for more "luxury". Therefore, "cheap and luxurious" is the mainstream of not coming.

In China's current social class structure, the middle and lower classes occupy the majority. The luxury of populace has become a new market that luxury goods must pay attention to, that is, the market that products meet the needs of middle-income but fashionable consumers, and at the same time meet their purchasing power.

< /p >

< p > light luxury appears < /p >.

< p > if there is a middle road between price and quality between the high-yield brand and the luxury brand, will there be a market? Or is there a market that can be separated between fast fashion and luxury? < /p >

< p > the rise of the middle class and the growth of post-90s have opened up a demand space for such a market.

In our earlier study of the middle class, the middle class is now in the field of luxury consumption, hoping to differentiate itself from "big money" and "upstart" and pursue a quality, cultural low-key luxury.

Recently, there is a study on luxury consumption after the 1990s. It has also found that the post-90s pursuit of luxury goods highlights personality and self style rather than "everywhere on the streets" or "bumping into shirts".

< /p >

< p > there is a phenomenon like this: consumers used to buy luxury brands or buy fast fashion brands, but now, more and more people are willing to mix up the two brands. While showing their identity and taste, they can also pursue freshness.

< /p >

< p > this wave, I remember two years ago, I wrote in an article, I call it China's "civilian luxury" or "luxury sink". At that time, it should be said that the consumption trend just sped up. But now, this trend has fission. In the global luxury field, this new wave is called "light luxury". This "mild luxury" is already a luxurious lifestyle and luxury new consumption attitude of China's growing middle class and young people. It has nothing to do with money, status, occupation and age, but is related to quality and lifestyle.

< /p >

< p > the emergence of light luxury life represents a new attitude of Chinese consumers to luxury goods, no longer blindly follow suit, or buy a luxury item and "frugal" for many months. Many people begin to plan their own fine lifestyle and enjoy the high quality life details they bring along with them.

< /p >

< p > "light luxury" contains several meanings: the first is original design; the second is high quality raw materials and crafts; the third is stylized.

Compared with those large or high fashion brands that are over produced, luxury goods are more quality conscious, quality guaranteed and not easy to "crash". They are also not as expensive and unattainable as those luxury brands.

Emphasizing individuality and originality is the most prominent feature of light luxury goods.

< /p >

< p > < < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > brand Moonsa from Florence. It is positioned in "light luxury" and completely opposed to "fast fashion". Light luxury goods do not belong to the public fashion, but also belong to the fashion of the masses. The soul is: fashion and quality, and the price is more close to the people.

< /p >

< p > light luxury several directions < /p >

< p >, how will light luxury divide the luxury market? < /p >

< p > first, big brands of small objects / accessories.

And small pieces of personality, therefore, many luxury luxury accessories have become a potential market, such as necklace, earrings, rings, accessories and even U plates. For example, the earrings of Celine are only about 600 yuan, the necklace with obvious Chanel signs is less than a thousand yuan, and even less than 1000 yuan. For example, the key chains, business card clips, neckties and so on sold by LV are very popular with some consumers. Ordinary white-collar workers, if they want to start the Hermes brand, are the most vulnerable to the scarf products. These luxury accessories of luxury brands are usually something that can be obtained by a lot of people. The rich display their luxury through symbolic top-level products, such as villas, Ferrari and BMW cars, but light luxury emphasizes more on small parts.

< /p >

< p > Second, brand name of secondary brand.

The tide of "light luxury" makes any world top brand have to rethink new brand structure, product line and market strategy, especially for emerging consumer markets like China.

The strategy of smart old luxury goods is simple. The Second Line is designed to design different products to meet the psychological needs of this group of people in terms of brand spirit and social awareness.

For example, Armani has launched a more popular brand A/X, the fashionable youth breath of fresh youth, without losing the original noble and elegant design sense of the main line. It has been widely welcomed by young people, and thus has expanded the market share of the brand.

Cartier Global CEO Bernard Fornas once said that before a century ago, you had to be a king or a nobleman to have enough money to afford Cartier. Today, if you are an entrepreneur, a dentist, a lawyer, even if you are an executive of a large company, you may also be able to afford Cartier.

So Cartier launched different products for different groups.

Let a white-collar worker with an annual salary of not more than 100 thousand yuan can often step on the shoes of Celine, hold LV's bag, and use Montblanc's pen, which is a new orientation worth exploring for luxury brands.

< /p >

< p > Third, style brand and original < a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand.

The original designer brand is also an important camp for white collar "light luxury" consumption. For example, Defaut/ is the brand of FLY FASHION STORES, the first fashion brand operator in China. It pioneered the positioning of "light luxury brand" in China. The target group is an urban woman with personal life and self-confidence. Now she has landed in Tmall, and sticks to the design concept of "natural, relaxed, full of artistic imagination and green environmental protection".

The use of e-commerce platform to create style brand and designer brand is also a trend of light luxury, which can meet the needs of more young people.

< /p >

< p > Fourth, light customization.

Luxury products emphasize more high-end customization, light luxury and more light customization. For example, Nike brand has launched a new product customization service in China market since 2008. Consumers can log on to the official website of NIKEiD. They can choose any NIKE product at random, click on the "Customize" button, and then design the most personalized products according to the prompts. They can also print their own ID or personalized logo on their shoes, and offer customized customized DIY service for customers at a low price, so that each single item is branded on the owner, and therefore becomes unique. This is the reason why NIKEiD pushed the service.

Ooh Dear, a well-known jewellery brand Hengxin diamond's e-commerce website, customizes jewelry services through the C2B network. It is also taking light luxury routes, changing the same situation of jewelry, so that everyone can own jewelry specially designed for them to meet their unique emotional expression needs and the needs of different occasions.

< /p >

< p > fifth, light luxury business.

Now many offline shopping malls have introduced light luxury goods counters, while online providers have been targeting light luxury items. It is reported that Tmall is preparing for light luxury channels. Luxury electric providers have not succeeded in the past few years. Light luxury may become the new trend of the next luxury electric business, and its core driving force is also the rise of light luxury consumption among young people and middle class groups.

< /p >

The popularity of < p > "light luxury" not only makes consumers emphasize the consumption of first-class quality products at lower prices and less burdens, but also gives designers the opportunity and space to display themselves. As long as they are unique enough, as long as they stick to their own uniqueness, there will always be fans close to each other. The extension of luxury is not only the fashion consumption field, but also suitable for many product areas to think about how to extravagant themselves.

< /p >