How Long Does China'S Luxury Brand Still Need To Excavate Traditional Culture?

< p > why is there no luxury brand in China? Before answering this question, let's look at the conditions for establishing a luxury brand.

The conditions needed to build a luxury brand are far more complex than the general brand. It needs a strong brand operation team, understands the principles of the operation of luxury brands, has sufficient funds to support it, has comprehensive brand line support, excellent marketing means, advanced marketing thinking, and strong culture support.

In the eyes of Zhou Yun, a researcher at the luxury research center of the University of foreign trade and economics, there is no brand in mainland China that can meet the above requirements.

He believes that the reason why China has no luxury brands can be recognized internationally. Most importantly, our entrepreneurs lack a heart of Gao Jie, and consumers are seriously lacking in traditional Chinese culture.

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< p > < strong > not recognized by luxury magnates < /strong > /p >

< p > in the early stage of economic construction, we fell behind the world.

From primitive accumulation to industrial clusters, from industrial clusters to brands, and from brands to luxury brands, we always seem to run behind others' buttocks.

When a new concept was put forward, we began to imitate learning. When we had difficulty in grasping the essentials and some achievements, another new concept was born again. So we began to imitate learning again, just like walking on Mobius ring, from one to the beginning, always catching up, but never surpassing.

In terms of luxury brands, we seem to have fallen into this strange circle again.

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< p > "the luxury brand circle is flickering. It seems to have a very special way of dealing with China."

Zhou Yun said, "it is very welcome for our purchasing power, but we are in a state of pressure to create our own luxury brands.

Basically, you are not allowed to grow up and grow up. Shanghai is a very typical example. "

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< p > it is understood that Shanghai (Shanghai Tang) is the only luxury brand with Chinese elements.

Shanghai is a vibrant young brand in comparison with the Western luxury brand that has been developing for hundreds of years.

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< p > Princess Diana, Prince Andrew, Clinton, Kate Moss, He Hongshen, Hugh Grant and many other celebrities belong to the advanced custom customers of Shanghai brand. It is precisely because of this celebrity effect that Shanghai has been positioned as a high-end brand from the beginning.

But when it belongs to the Chinese, Shanghai is only a high-end brand. Once it has become Switzerland's peak group, it has become the three largest luxury brand in the group.

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< p > "Shanghai is not luxury when you are in our hands. You can't squeeze it into it.

It shows that there is no problem in Shanghai itself, but that the other party does not recognize it and does not recognize you. "

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< p > < strong > lacking a heart of Gao Jie < /strong > /p >

< p > we often see such scenes in the overseas T stage.

The music of the show has already sounded, a big name < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > striving to achieve perfect state of her works. She often kneels in front of the model in spite of the image, adjusts her < a target= "_blank" href= "http://www.91se91.com/" > dress > works.

He looked focused and noisy behind the scenes as if only he and his works were left.

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< p > foreign designers focus on brands and works. We need to learn by heart, but we can not learn.

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"P", "we are still developing the national brand of helmsman, most of them came from poor families, they are climbing all the way up and down.

This kind of experience is, of course, a wealth of experience, but it is also lacking in some realm and culture.

Zhou Yun said, "what these enterprises are making is something that the public likes. It only satisfies the needs of the masses. Even though it looks like an upscale thing, its core is still an ordinary commodity. Maybe the quality is perfect, but its symbolic meaning and spiritual culture can not be given."

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Zhou Yun P went on to say: "the experience of our entrepreneurs may have come from the decades of China's development, and these decades have lost many cultural traditions because of a cultural fault.

Some of the people trained during the fault period lack Gao Jie's heart.

We pursue the high-end experience, first of all, we must have a Gao Jie's heart. We do not have this self-cultivation, and how our products can be cultivated.

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< p > here, Zhou Yun remembered the scene of his own decoration more than ten years ago.

In the late stage of decoration, Zhou Yun had no money in his hand, but he still bit his teeth and made an expensive set of kitchenware.

With the money, the rest of the bathroom sliding doors can only be simplified.

The staff of the two brands arrived on the same day. The staff who installed the bathroom sliding doors took less than half an hour to complete the work, and hurriedly went to work to check out.

Zhou Yun was afraid of what they were doing and felt a little wrong, but he could not say what was wrong.

The staff of kitchen utensils manufacturers did not leave immediately after they were installed, and they rubbed them on the cupboard with a sackcloth, while rubbing one side with Zhou Yun.

Zhou Yun felt at that time that the kitchenware was really good. The staff were full of their love for their products in explaining to him, and introduced their products as their own works.

It turned out that Zhou Yun's feeling was right. His bathroom door was broken after a year, and the kitchenware had been used for more than ten years.

The staff of kitchen utensils manufacturers regard their products as their own masterpieces. They are very patient to introduce their works to customers, while the staff who install the bathroom sliding doors do not have the patience. They just regard their products as a tool to earn money.

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< p > "to do luxury goods is a very complex matter, not only to spend enough money to make it, but the factory's management process must be meticulous and spotless, even employees must start from scratch."

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< p > lack of confidence in national traditional culture < /p >

< p > because luxury brands enter China's high taxes and fees, its selling price in China is much higher than that in foreign countries.

Now it's easy to go abroad, which gives birth to a new profession, the buyer.

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< p > some friends will often encounter such a situation, drying their mood on the chat tool - want to go on a journey, go to Provence to see the lavender lavender, go to the Teatro alla Scala in Milan to hear authentic Giselle, to the sea of Bo Luo feel the waves kiss the foot.

The state just sent out, know, do not know, familiar, unfamiliar rush up: "honey, give your big nephew a bottle of milk powder to come back, you see your big nephew is all hungry and thin"; "pro! Help me bring a LV bucket bag, come back to dinner, please..."

Encounter this situation is with no, no or no.

It's hard for these friends to make it difficult.

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< p > this is a non professional purchase for returning to travel and taking some local "local specialties". Of course, there is also a professional spirit of purchasing, which may be a college student studying abroad. It may be a stewardess of the major airlines, or a local Chinese. They will receive some purchasing costs accordingly, but they will be cheaper than the domestic ones.

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< p > Chinese people have an almost fanatical pursuit of luxury goods. In foreign luxury goods < a href= "http://www.91se91.com/news/index_h.asp" > brand "/a" shop, people often queue up to sweep goods.

In the 2008 world economic crisis, the solid and powerful purchasing power of the Chinese people helped some luxury brands to survive.

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< p > here, Zhou Yun can not help but sigh with some sigh. "Our national self-confidence is not enough. There are still many people worshipping the world, like to go to the place of origin, to buy luxuries elsewhere.

The luxury brand abroad is a strategy of bullying the poor in China. The poorer you are, the higher the price I will give you.

When entering the Chinese market, this strategy has been followed, and has not yet changed. "

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< p > Zhou Yun believes that the most fundamental reason why our country has no local luxury brands is because the Chinese people are not confident in their traditional culture and our culture is not strong enough.

"Western countries can dominate the mainstream of luxury brands because their modern culture is very strong.

For example, France, in order to protect its traditional culture and maintain its cultural advantages, calls on the people of the whole country to ban English.

They have confidence in their culture. They think that French is the most beautiful language in the world.

A country that is not confident in its own culture can not produce a strong culture. Without strong culture, it is difficult for ordinary brands to succeed and not to mention luxury brands.

This is the main reason why we haven't produced luxury brands for many years. "

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