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Feng Xiaogang's "Private Order" And Private Custom Craze

2013/12/19 8:47:00 70

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December 19th, < a href= "http://www.91se91.com" > Feng Xiaogang < /a > the annual New Year comedy masterpiece "private custom" will be released, which tells the story of a company composed by 4 people.

the movie has not yet been released, and the custom of private custom has already swept through all walks of life.

reporter recently discovered in the 2013 Beijing international top private goods, high-end life exhibition and jewelry Appreciation Club (hereinafter referred to as the high-end life exhibition), the biggest feature of this year's exhibits is "customization", which is highly personalized, brand and cultural elements. It is handmade from aircraft, small dolls, jewelry, rare and precious, highlighting the taste.

"private custom has become a climate in China. From" a href= "http://www.91se91.com/" target= "_blank" > dress /a "skin" a href= "http://www.91se91.com/" target= "href=" > shoes to furniture, from watches to cars, from coffee to red wine, almost everything can be customized, and gradually welcomed by consumers.

Zhou Ting, President of the Institute of wealth research, said in an interview with reporters that with the "scratch" of private custom, China has emerged a series of high-end brands, including clothing, tea, jewelry and other fields.

She predicted that China will be the first batch of local luxury brands.

private customization has great market potential

a German staff member is pulling a ruler to measure the arm length, girth, waist circumference, chest circumference and leg length for an audience.

"consumers must stand upright when measuring, and their arms are naturally drooping and breathing is gentle."

On the other hand, the staff members told the newspaper reporters that some people had a difference of one or two centimeters in length, and some people were too thin or too fat.

in the view of Le moron, director of the market, the private custom is a very huge and potential market.

Le Mengyun told this reporter that the "de Jue" suit started more than 20 years ago. At that time, Chinese people were not familiar with the concept of Western-style clothes customization, and few people had customized ideas. Now, with the rapid expansion of the western-style clothes customization market in recent two years, the Western-style clothes shop has sprung up like mushrooms, and the competition is becoming increasingly fierce.

Le Mengyun said that compared with the tens of thousands of suits that can be made in the production line one day, the Duke jacket made a suit and fully communicated with the customers, fully understood the appearance, character and style of the customers. First, we used a cheap fabric to test a "wool sample" and put a "light sample" on the fabric selected by the customers. After repeated communication and modification, it took 180 days to make the product.

But almost no customers are too long, because custom tailored suits and consumption are "not impetuous".

reporters found at the exhibition that not only suits can be customized, leather shoes, jewelry furniture, tourism products, cars, private aircraft can be customized.

"at present, with the continuous improvement of people's living standard, private custom has gradually become a climate in China, and has become one of the ways for the new rich class to show its own taste and value."

Zhou Ting told reporters, of course, these private customized products are mostly expensive, ranging from tens of thousands of yuan to tens of millions of yuan or even hundreds of millions of yuan, which can be described as "mysterious luxury."

Zhou Ting predicts that with the rise of the backbone of the new generation of society, people's demand for high-end and personalized will become more and more prominent. Private customization will become an indispensable part of people's life.

China will be born with local luxury brand /p >

"with the rise of private customization, a number of high-end brands in China are on the rise."

Zhou Ting said.

take the exceptional brand worn by Peng Liyuan, China's first lady, as an example.

when Peng Liyuan first appeared in front of everyone in the capacity of "first lady", Chinese people were impressed by her noble temperament, and at the same time speculated that she was wearing the brand of clothing.

Peng Liyuan, the exception brand that P wore, exploded overnight.

"this not only pushes Chinese local brands to the international market, but also enhances the confidence and recognition of Chinese brands, and promotes the development of China's local high-end brand market."

Zhou Ting told reporters that because of its huge market and increasingly influential culture, China has the potential to produce a number of local luxury brands in tea, liquor, jewelry and other traditional crafts and technologies.

according to the "China luxury report" released recently by the Institute of wealth quality, although the global luxury market is facing many pressures in 2013, the annual growth rate is expected to reach 11%.

China undoubtedly contributed a lot.

China's luxury goods market is divided into two parts: local consumption and overseas consumption. In 2013, the domestic consumption of China's luxury goods market will reach US $28 billion, with an expected increase of 3%. Overseas consumption will be further enhanced, reaching 74 billion US dollars, and the sum of two people will add up. The total consumption of luxury goods in 2013 will reach 102 billion US dollars.

which brands will become the first batch of local luxury brands in China? From the list of 2013 wealth quality list, Moutai, Tongrentang, China tobacco, Wuliangye, Shanghai, exceptions, polar grass, seagull table, up and down, and bamboo leaf ten brands are most likely to become China's first batch of local luxury brands.

strong > local brand must also practise good internal strength

"China is still facing many difficulties in cultivating local luxury brands."

Zhou Ting told reporters that the first is consumer psychology.

For a long time, the psychology of "worshipping foreigners and foreigners" is very serious in luxury consumption. When it comes to luxury brands, most people think and approve of foreign brands, and two is channel occupancy.

In the 90s of last century, foreign luxury brands entered the Chinese market and occupied the best stores and locations at low cost; three, the pmission channels.

Foreign luxury brands have already occupied the important layout of high quality media at low prices, and Chinese brands will pay a high price if they want to do the same publicity.

in view of this, Zhou Ting suggested that China should cultivate its own luxury brand, and still need to improve its internal strength. On the one hand, Chinese enterprises should learn from the management experience of overseas luxury brands, raise brand management level and create brand image; on the other hand, enterprises need to store a large number of talents, including talents in design, management, brand, marketing and so on.

For the government, preferential policies and taxes should be given to promote the upgrading of Chinese local brands.

< < a href= > http://www.91se91.com/news/index_c.asp > > luxury > /a > culture is not built overnight.

The construction of luxury brands applies traditional elements, adherence to brand characteristics and breakthroughs in technology, which is the foundation for creating luxury brands.

Zhou Ting believes that if China wants to create local luxury brands, three principles must be adhered to: stick to, stick to and endure, that is, insist on the brand value of luxury brands, stick to the highest level of the market, and accumulate slowly in bad market environment.