Why Is It Difficult To Display Luxury Brands In China?

Scarcity and internationalization are the most important characteristics of luxury goods. Without them, the nature of brands will change. However, the image of "big producer" has hindered the development of luxury brands in China. "The biggest problem facing Chinese brands is brand image. The image of Chinese brands is the image of industrial products, textiles and technology products, not luxury goods".

"It's hard for China to own its own. Luxury brand " This seems to be the view of most Chinese on the development of local luxury brands. The impression of "made in China" in many Chinese people is a series of negative words, such as cheap, poor quality, Shanzhai and so on. Chinese luxury brands have been negated by people before they are accepted by people from different cultures in the world. Many people do not know if China has their own luxury brands. The development of luxury brands in China is difficult.

For the Chinese designers who have gradually matured through the imitation stage, the 30 years of reform and opening up have promoted the international high-level exchanges within the industry. The vision of Chinese designers has been completely opened. A large number of new designers have gradually gained international recognition. However, irreversible historical faults have compacted the development space of designers and the potential development of China's independent luxury brands in China. The lack of soil for the growth of luxury goods makes China far from the luxury brand with international influence.

　　 Why is it difficult to display luxury brands in China?

"Luxury goods are objects of the aristocracy. They are rich and luxurious. They are the representatives of the nobility with status and power." The royal family has always been a consumer of luxury goods. The history of luxury brands is accompanied by the rise and fall of Royal aristocrats. Cartire, Tiffany, Earl and Bvlgari are all custom-made jewelry brands for royalty. However, China's modern revolution has completely removed the once largest Chinese luxury consumer group, the royal family and the people, and once served it, it has the most hope to become the "time-honored brand" of the contemporary luxury brand. It has also changed its noble posture in the great historical revolution. It has changed from a private enterprise to a state-owned enterprise, and the forced change of the service group has made the historical inheritance of its brand original story invisible. "The history of a luxury brand is more than a hundred years, and has a continuous inheritance. Without such a long-term historical edification, it is impossible to forge a brand that can conquer consumers". Therefore, the imprint of the public enterprise makes the old brand lose its environment depending on the development of the internal mechanism, which leads to the difference between the external environment of the time honored brand enterprise and the internal mechanism of its own operation. This greatly restricts the development of the time-honored brand enterprise, and thus cuts off the inheritance of the luxury goods in the traditional sense.

In fact, China's tea, porcelain, jade and so on are all rich in luxury genes. Once upon a time, they could have a set of Chinese porcelain, which was once a dream of many English high class people. China's lean workmanship became a luxury for the upper class in Europe. It can be said that craftsmen are the first participants in the production of luxury goods. In ancient times, China never lacked artisans with handicrafts. Jade carving, ivory carving, carved lacquer, metal craft, silk, cloisonne, embroidery, velvet, silk flower, gold lacquer inlay, cashmere bird, material and so on were all highly praiseworthy handicrafts. They are also the skills of famous embroidery like Lesage recognized by Chanel today. However, in 1966, a sudden havoc swept across the country. Many old artists were treated unfairly. In the last century, in 80s, in the tide of all kinds of money, the status of folk handcrafts and craftsmen were repeatedly defeated, and the inheritance became the dead point of the development of folk handicrafts. Although some leading brands of Chinese luxury goods have realized the preciousness of China's endangered handicraft art and the icing on the cake in the production of luxury goods, it is also difficult to save most of the traditional handicraft art that has been lost or will soon be lost. As the saying goes, "the nation is the world". Losing the elements that can best publicize the national character also means that Chinese luxury brands have lost their unique Chinese elements, which is also one of the important reasons hindering the development of local luxury goods in China.

　　 Native = cheap embarrassment

Scarcity and internationalization are the most important characteristics of luxury goods. Without them, the nature of brands will change. However, the image of "big producer" has been hampering the development of luxury brands in China. Experts believe that the biggest problem facing Chinese brands is brand. image The image of Chinese brands is the image of industrial products, textiles and technology products, rather than luxury goods. The image of the national brand will directly lead to the image of the brand in the minds of consumers. Now that the global division of labor is very clear, China, as a developing country, can only make more profit in manufacturing this link, which has caused China's lack of scientific and technological innovation. China is mostly just a substitute for high-end luxury brands abroad. The establishment and development of a high-end luxury brand requires enterprises to invest a lot of manpower, material and financial resources to launch targeted brand positioning, product development and marketing, so as to enable enterprises and consumers to establish a lasting and stable demand for each other. But many Chinese enterprises lack this patience, especially in the aspect of product development and positioning, "cutting corners" to make Shanzhai and imitation full of many so-called high-end brands in China, but this does not seem to inspire the determination of domestic high-end brands. They seem to turn themselves into fashion FMCG, and brand independent design research and development are also shelved, so the brand that runs like this will hardly have enough vitality. On the other hand, for Chinese consumers, "made in China" seems to be a less brilliant word, and some people even avoid seeing those words printed on the merchandise, especially when buying clothes, bags and other products. For example, China's high-end fashion brands lack of brand marketing concepts and opportunities, lack of local fashion features, and eager to gain instant profits and fill the domestic brand fashion market. This also leads to the emergence of "native =" in consumer purchase consciousness. cheap "The concept of" they prefer to buy some so-called "high imitation goods" of international luxury brands through some covert channels, and do not want to support the same level of domestic brands. This is inevitably mixed with some social buying concepts and brand discrimination problems. Some bad businessmen just aim at this market, and chase after a short-term profit income. This has also become a major factor affecting the development and growth of local luxury brands.

While recognizing the difficult objective conditions for the development of luxury brands in China, we must also realize that any brand development must have a production cycle. Many famous overseas luxury brands have gone through a century or even centuries of development. Without enough time to ferment, it is impossible to precipitate luxury brands, and most of China's high-end luxury brands are built in more than ten years, and most of them can be traced back to 30 years. So in the near future, the existing luxury brands in China can only be called as a real luxury brand. Therefore, there is no lack of correctness in saying that "China has no luxury brand". After all, luxury goods are most concerned about the inheritance and international character of pure lineage. Every luxury brand should have a story that can withstand repeated scrutiny and sufficient reasons. However, these two points can not be achieved overnight. This can only be achieved through decades or even a few generations' efforts. China's luxury brands should try to find out more unique and global characteristics besides avoiding historical faults, so as to be based on the ranks of the world's luxury brands.