Why Does Domestic Clothing Brand Create Luxury Without Extravagant Brand? Where Is The Way Forward?

For a long time, there is a saying in the field of luxury research in China: China has

There is no luxury brand.

Most of what can be called luxuries are in their physical sense of rarity and luxury, such as antique handicrafts, mahogany furniture, rare jade articles, top grade tea and so on.

But internationally renowned luxury brands focus more on their cultural attaching beyond their physical characteristics.

When overseas luxury goods are opening up to the Chinese brain, are domestic luxury goods on the way to brand? Although these brands are more "worthy of the name" than overseas mature luxury brands, they are still working hard in such markets as real gold, silver and professionals.

Real gold and silver influence needs money.

According to the latest ranking of luxury brands published by the China Luxury Association registered in Hongkong, China, NE, TIGER (northeast tiger), Lawrence Hu, Rose Square, colorful Yunnan and other brands are among them.

The high-end brands such as auspicious cloud brocade and Zhao Yi Cui house are among them, but they are not well known to the public, but they are truly Chinese luxury brands.

It is reported that Lawrence Hu and Rose House, who have taken the advanced customization route, all have the world's recognized design standards. Although they are mainly operated in the form of studios and small companies, they are gradually becoming more influential in the international perspective.

Compared with overseas luxury brands based on the world's three largest luxury goods group, the most lack of domestic brands is genuine gold and silver.

Zhou Ting, President of the domestic luxury goods field and President of the Institute of wealth quality, thinks that the core advantage of luxury brands is the differentiation of products.

If you want to create a brand image of luxury, product development is a crucial link, and can be invested in product development and design innovation, so as to grasp the building.

The key. "

Unfortunately, a lot of money is needed for product research and development, which is the lack of domestic luxury brand founders with the desire and sense of luxury management.

Professionals, good products, good teams.

The auspicious cloud brocade based on Chinese traditional culture is still lack of specialized luxury operation management team.

It is understood that the auspicious cloud brocade belongs to the brand of Nanjing Yun Brocade Research Institute Limited. The Nanjing Yun Brocade Research Institute, as the first Research Institute of Arts and crafts in New China, is a professional institution for the preservation and protection of Yunnan brocade Arts Heritage recognized by the state and international organizations.

Zhou Ting, a brand operated by a research protection organization, explains that "marketing and management of luxury brands require very professional talents, such as controlling marketing channels and maximizing the effectiveness of media dissemination."

Brand awareness, money lost, main business

Brand awareness, reputation, product differentiation quality and market positioning are the four elements of Zhou Ting's definition of luxury.

"We have a lot of products with quality basis, but the market awareness and brand reputation of enterprises are two different things. In the final analysis, this is the vision and pattern of entrepreneurs."

Product development, professional talents, these are the core elements of the luxury brand, the entrepreneurs who have the luxury brand management desire lack funds, and the powerful big groups do not intend to create luxury brands.

Zhou Ting admitted that there are many large listed companies in the state owned garment enterprises with tens of billions of annual income, but private entrepreneurs are more accustomed and keen to do business.

Quick cash, earn more money, and do not intend to build a world-renowned luxury brand.

Take YOUNGOR group as an example, data show that as the largest listed Apparel Group in China's mainland, only 15 billion 167 million yuan in the first half of 2014, its group's financial strength can be seen.

In 2007, YOUNGOR group started to enter the real estate industry with the revenue earned by the garment industry, and invested heavily in the investment field.

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In contrast, whether acquisition or investment, the overseas luxury group's expansion has always been around the luxury sector.

Louis Weedon, LVMH, is known as the "snake buying" brand. Many of its acquisitions have been launched around jewelry, watches and clothing. Even at the expense of the founder's clear resistance, he has been trying to acquire Hermes for many years in an attempt to expand the top brand camp and increase the competitiveness of the industry.

However, according to the clothing industry insiders, from the investment in the electronic technology industry, the Shanshan Group has invested the tire group, the bio pharmaceutical industry, the real estate industry, the red bean group, and the Ordos group, which is an important pillar of the chemical industry and metallurgical manufacturing industry.

Private entrepreneurs are not interested in the luxury brands that concentrate on making costumes and making them competitive.

Precise positioning. Where are your circles?

As far as domestic and international influence is concerned, NE TIGER is the most luxurious domestic luxury brand recognized in the industry.

Zhang Zhifeng, the founder and chairman of the company, believes that luxury goods are significantly different from the consumer goods in terms of price, and this expensive attribute is based on the scarcity of exquisite workmanship and quality, and to give people pleasure and happiness.

NE TIGER is concerned about how to truly have a better, more meaningful and quality life after the wealth of the Chinese elite.

Zhou Ting believes that in addition to focusing on product research and development, domestic operators to create luxury brands need to work hard to establish a sense of luxury brand positioning, accurately grasp the psychology of target customers, and form a circle influence.

"The information is so developed, and the support of big data from various channels can make luxury brand operators understand the behavior habits and consumption psychology of the target customers.

The promotion channel is not in quantity, but in precision and accuracy. It will have an influential reception, tea party and dinner in the circle, instead of opening a ribbon cutting ceremony and doing a special sale by discount.

She said.

NE TIGER brand told reporters that the standard of NE TIGER store is a shopping environment with cultural and artistic atmosphere. It will not expand blindly. At present, its store is selected in the capital city, which is rich in art style, and the taste of the target group is unified.

The sense of luxury needs to be run slowly. Fabric, tailoring, craft, service and company image should be perfect. It requires long-term investment and an industry.