Niche Brands Break The Pattern Of Luxury Goods

When Chinese consumers mention luxury goods, they first think of brands like LV, Chanel and Gucci. Indeed, over the years, the marketing principles of these international luxury brands are "most people know, and few have." With the rising disposable income of Chinese consumers and the maturity of consumer psychology, for many young consumers, having a Chanel [micro-blog]2.55] is no longer a distant dream. Designer brand Or custom brands are becoming hotter.

Beijing Xinguang Tiandi, a luxury brand store owner, told the China business newspaper that the sales growth of most high-end department stores, including Shinkong world, is slowing down. One of the big reasons is that consumer confidence is insufficient. Many people with strong purchasing power are afraid to shop. "Micro-blog, WeChat and other social platforms are booming. Our salesmen have banned consumers from taking pictures, but it is hard for consumers to pick up mobile phones to take photos, and then publish some photos on social networks, so that many well-known public figures do not feel secure. Even some fashion media specializes in picking up public figures for shopping in stores. clothing Compared with fashion show costumes on fashion week, is it the same? "

This has also led many people with spending power to turn to smaller audiences. Luxury brand Because the popularity of such brands is not high, and the quantity of products launched every quarter is very small and the quality is high, so it is truly "low-key luxury".

Italy leather brand Tardini is considered to be one of the representatives of minority luxury goods. He Bin, director of the Greater China region, told reporters that the brand had just opened a store in Macao Four Seasons Hotels recently, and crocodile leather products were in short supply. He Bin said that the alligator skin of the brand is made from crocodiles over 30 years old in the Mississippi Valley. The United States requires the Mississippi River to kill only 30 thousand crocodiles a year. Only 15 licenses are allowed to kill crocodiles in the world, and Tradini has the license.

He Bin said that he is now looking for a suitable shopping center in the mainland of China to bring the brand to China. Besides, he is also worried that China's strong purchasing power, such as Tardini, will change the brand's low-key and minority tone by selling too well.

In fact, this represents the common mentality of many small European luxury brands. Zhang Long (alias) has been acting as an international luxury goods agent in China. Since 2014, he has been talking with several French leather goods brands, all of which are luxury brands that have not entered China. "A lot of family businesses have made leather goods for many years, from technology to design. They are very popular with Chinese consumers." Zhang Long told reporters that over the past year, there has been no agreement, because the lack of timely delivery, tight funds or the lack of suitable successors in the family is the main reason for the brand to expand to China.