Brand Image Is Higher Than Quality And Light Luxury Has Entered The "Fast Down" Stage.

"Do people still use iPhone in 20 years? Maybe not. Maybe we will use other more innovative products, but I believe people will also drink Dom P rignon (Don Peri Nong, the brand of champagne under LVMH)."

LVMH CEO Bernard Arnault accepted the CNBC live broadcast "Squawk on the Street" interview, saying that light luxury is not a luxury. He believes that LVMH and "light luxury" belong to two industries.

Some people think that Bernard Arnault may be jealous, because he had sold the shares of Michael Kors, apparently without foreseeing its later big red, but his point of view was reasonable.

The core of luxury lies in its culture and history, as well as the technology that has been going on for many years. It is a commercial way of existence to reduce the price and let the product have the appearance of a similar luxury. But the word "luxury" may not be enough for two words.

In a sense,

It is a product of the special economic period. The positioning of "high and low is not low" is easy to attract consumers who want to save money while they are in the economic downturn.

Zhou Ting, President of Qian Bao think tank and President of the Institute of wealth and quality research, said in an interview with reporters that at present, light luxury has entered a "fast down" stage. Although the market capacity is large, there is still room in the short term, but it will not be so swift and violent.

"

It's much faster and faster than luxury goods. Expanding too fast and playing too much is part of the reason. The key is the maturity of consumers.

We will realize that light luxury is more of a kind of positioning packaging, and then we will divert, some follow the real luxury, and the purchase of parity products.

Zhou Ting said, and too much emphasis on brand image, and ignore the quality of products, is fatal.

Some extravagant wants to raise their prices.

For example, Mulberry increased the supply of handbags to more than 1000 pounds in the first two years to 40% of the total supply. The effect can be imagined: the high-end consumer groups do not accept it for the time being, while the original target customers can not afford it, and the decline in business is inevitable.

What should we do when we are in a dilemma? Maybe Tory Burch will be inspired by the interview with Qianjiang Evening News reporter: improving the quality of products and ensuring the trend is the right way to continue to live.

The big guys are so, not to mention the small extravagant.