Luxury Brands Began To Sell Well, Brand Marketing Tools Need To Be Explored.

Niche brands challenge luxury traditional marketing methods

The consumer preferences of Chinese luxury goods are changing year by year.

The reason why big guys evaluate the Chinese market is that in the past 3 years, LVMH, Kai Yun, Li Feng and Swatch's four luxury goods groups in China have grown like a roller coaster.

From the initial Logo worship, origin worship to de Logo, and then to branding, pay attention to the cost performance of brand and quality, in order to cater to these new changes of consumers, the brand side can not afford to rush.

Nowadays, the core consumers of many luxury goods have abandoned the well-known luxury goods such as LV and Gucci to the low-key brands that are known only in some small circles.

The leaders of minority luxury goods are making the final balance between the strong purchasing power of China and the low yield of brands.

Niche brands break the pattern of luxury goods

With the rising of disposable income of Chinese consumers and the maturity of consumer psychology, we are looking for

Brand or custom brand is becoming hotter.

But Europe's small brands will worry that the strong selling power of China has led to a change in the tone of the brand.

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, it is no longer an unreachable dream for many young consumers to have a Chanel 2.55.

Or custom brands are getting 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

The media specializes in comparing the clothing of public figures in shops with the costumes on C.

This has also led many people with spending power to turn to small luxury brands, because their brands are not well known, and the volume of products launched every quarter is very small and high quality, which 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 Agency in China. Since 2014, he has been working with several French companies.

The brand is about agency, 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.

Marketing problems

Brand marketing is mostly based on the "collection shop", but the tone of each brand is different, and the audience is different. Obviously, it can not be marketing with the same means.

This is a difficult problem for minority brand operators who have not yet thought too thoroughly.

Although niche luxury goods are more and more popular in the Chinese market, the overall volume is still very small. How to do the loyalty marketing among the few core consumers is not only satisfying the needs of the core consumers, but also maintaining the unique personality of the brand.

Zhang Long said that the introduction of low-key leather products into China can only be a way to open a "collection store", because the number of single brands is too small.

"But the tone of each brand is different, and the audience is different. Obviously, it can not be marketing with the same means."

He told reporters that he is not optimistic about the domestic shopping centers, lack of popularity, poor consumer safety, for small luxury goods, he believes that the privacy of a strong club way to show the effect is more appropriate, it can be a small museum or art museum, here into a social place, coffee, to understand the brand story, and even the artisans invited to the scene to let them know leather production process.

However, these methods have already tried for many luxury brands, but for multi brand "collection shops", how to do marketing and brand value promotion differently, Zhang Long said, "I haven't thought too much about it yet."

Today, the French watch association is trying to collect marketing for niche products.

Many consumers will be enamored of Swiss watches, and even German made clocks are considered small. Few people know that France has superb clocks and watches.

In fact, France is also the main source of the European watch industry. Seven centuries ago, the French watch industry began to create unique clocks and watches for the French royal family.

In 1947, the French watch and microtechnology Federation was established (CFHM, hereinafter referred to as the French watch Association) to safeguard the professional, collective and personal interests of the French watch industry.

France also has a lot of "minority" brand watches, such as in 1973, where the clock tradition is gradually fading away, Emile Pequignet has created the Pequignet brand. The brand has won the Cadran d 'Or award five times with its wonderful ladies' series, and from the 80 to 90s of last century, EP has become the image ambassador of equestrian circles.

It is understood that this is the only French insisting on advanced tabulation and playing the MADE IN FRANCE brand on the dial.

Watches have long been known as men's jewellery, while fashion watches are popular among female consumers.

As a fashion capital, France also has a good fashion watch. Since its inception in 1977, Pierre Lannier has been proficient in keeping its products up to date. The brand has officially entered China last year.

What are the latest styles of these two brand watches? What are their high complex functions? How can they be seen? On the micro-blog Watch Association of France, we can see that the association has launched a series of integrated projects to enable French watch operators to promote their brands and products in France and overseas. "French Times in Paris" is an international brand of multi brand alliances, which is used to promote French watch brands.

The promotion of minority luxury goods in the form of Confederation is one of the attempts of brand marketing. Whether it can solve the problem of increasing the popularity of minority brands and the balance between the purchasing power of Chinese consumers and the low output of products is still waiting for the test of time.