Interview With Yu Hai, General Manager Of MIBC International Luxury Club

The consumer psychology of P shows that the consumption of luxury goods in the general sense is hard to form a system on a single brand.

However, it is undeniable that in this parallel world, every minute can bring a business miracle because of a brand's "cultural atmosphere".

In the eyes of Yu Hai, general manager of MIBC international luxury club, the consumption brought by this sense of identity is the real future of luxury goods.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > MIBC < /a > the club plates from the international multi brand club.

This is the third game of luxury business, which is perhaps closer to the meaning of luxury than the high-end shopping malls and stores. It is a high-end lifestyle, not just a bag priced at tens of thousands of dollars.

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At the beginning of its opening, P had hoped to interception the consumption of domestic luxury goods by "synchronized European style, lower than the price of Hongkong", but later discovered that the consumption of luxury goods needs to be reversed from the attitude first, so that there will be a steady market, rather than a sprint of goods and a slow fire.

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< p > < strong > luxury consumption has not yet become a system < /strong > < /p >

< p > direct or join agents. When mainland China's a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > market is only limited to either or the other choice, in August last year in Hong Kong and Macao Center opened such a multi brand authorized collection experience shop, this is the luxury of third kinds of play, Yu Hai is undoubtedly a forerunner.

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< p > in the MIBC boutique exhibition room, there are three limited versions of Hermes Birkin, orange, purple and stitching two colors.

Yu Hai and his working partners took a lot of efforts to attract the ace of luxury goods to Hermes.

This is the only three Chinese mainland market, and the market speculators have already set a high price of 125 thousand yuan.

"Even in European stores, the premise of buying Birkin is to buy other products of Hermes $5 million, and the reservation time will be six months to two years, and the conditions for Chinese consumers will be more severe, and the booking time should be at least five years."

Yu Hai said, "seemingly small problems, in fact, reflects a big obstacle to domestic luxury consumption.

Taking Hermes as an example, many of its things are not suitable for people to consume, such as bottles, harnesses and so on.

Domestic rich people value only bags.

Yu Hai analysis is fundamentally a conspicuous consumption, but not simply to show off wealth.

"Usually expensive luxury has an unusual design behind it. Even though other designers of this design can do it, people who design it can't copy it.

The designer is positioned under the aura of taste and artist. The artistic and cultural sense behind the luxury goods is undoubtedly the high added value of these brand products.

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The consumer psychology of P shows that the consumption of luxury goods in the general sense is difficult to form a system on a single brand. "Gathering" and "following suit" become the mainstream of consumption.

But MIBC obviously has explored another way, that is, building a high-end life system of luxury goods, "the premise is precise member positioning".

In recruiting members, MIBC has shared resources with many golf clubs, high-end beauty clubs and other institutions to integrate into the new rich class in a subtle way of life.

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< p > < strong > big name is lonely and difficult to understand, aesthetic fatigue < /strong > < /p >

< p > we must admit that in this parallel world, every minute can bring a business miracle to a brand's "cultural atmosphere".

However, the extreme love for any brand must have its spiritual and cultural reasons.

This is also the reason why the world's luxury enterprises employ historians with high wages.

At present, the Chinese market is tired of the old luxury goods, and the strong trend of European and American trends makes Yu Hai somewhat surprised.

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< p > "the club will also adjust its product structure according to the needs of its members. MIBC has also been involved in the" a href= "http://www.91se91.com/news/index_c.asp" chao chao brand operation "/a, which introduced the brand of Bugatti (BUGATTI) last year, and the brand itself is the most famous sports car manufacturer in France.

Yu Hai said, "the casual clothes they produce are more casual than BOSS. BOSS T-shirt sells for 2000 yuan, while Bugatti's tidal clothing will also sell for about 1400-1500 yuan. In fact, there is no price advantage.

After a while, the agency found that brand recognition was still limited, so it withdrew.

It is not easy to build a brand.

In the view of the sea, consumers' dependence on brands and habitual consumption are not so easy.

"In the European market, there has been no fatigue for 100 years, and we have been tired for ten years and eight years, which is a bit ridiculous."

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< p > domestic consumers have begun to conceal their love for luxury goods.

This is the gas field created by the cultural power of a brand. It is also a precious spiritual legacy left by the businessmen after the creation of a business miracle.

When the Chinese consumers tend to be rational, the consumption demand initially brought by the display of enthusiasm will fade away. The next batch of mature Chinese consumers will buy it because they agree with the brand culture. "The propaganda effect of the future luxury brand marketing and raising the price will slowly weaken, instead, it will tell the history and story of the brand well and make the Chinese understand and resonate".

Yu Hai said.

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< p > < strong > market potential is still being stimulated < /strong > < /p >.

< p > luxury goods this year seems to be on the decline.

On the one hand, it is postponed to open shop with famous products, while the relevant policies restrict high-end consumption.

"Vacheron Constantin instantly withdrew 6 stores in Beijing and 12 domestic ones. There is a relationship between luxury consumption and politics and policies in the country." cousins are not sold when they come out. "

Yu Hai laughed, but such a shock is not obvious to the club. "In the final analysis, it is still for" lifestyle "to do business. With the increase of membership, sales and performance will increase.

The so-called restrictions on high consumption will have a great impact on shopping malls, especially for shopping malls which make up a larger share of gift cards.

It also warned that luxury brands should strengthen their own personal consumers in the Chinese market, not the past group buying and gift markets.

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< p > "at the beginning of the establishment, it is a bit big to say" interception "," Yu Hai said with a smile. "Look at the market, go slowly, expand blindly, the funds will be occupied very large. The more than 1000 square meters of shop order funds will be 60 million -8000 million yuan. If the storefront is bigger, the funds will drag more, and the 10 thousand square meters will be less than 35 billion.

Today, the 1000 square meter store in Hong Kong and Macao Center has accumulated more than 1000 members in one year, and has sold over 100 million in 16 months. This is the growth rate that the club can accept. Efforts must be made to cultivate the sense of belonging.

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