Luxury Stores In China Have Been Very Cold For A Long Time.

Zhou Ting, director of the luxury goods industry and President of the Institute of wealth quality, believes that the lack of knowledge management and the absence of market research departments in the market sector are the reasons for the lack of overall strategy in China.

Poor execution is one of the incentives for some stores in the past to lose some of their customers in China. If it continues to do so, even if the price varies little, consumers will still have various reasons to continue to buy abroad.

In fast moving consumer goods or 3C and manufacturing industries, the market research department's task is very arduous, not only commissioned by major institutions, consulting companies to do detailed user needs, consumer habits research, the company itself is also constantly watching, and this feedback to the product development, marketing and other related departments.

But Zhou Ting, who has studied the development of luxury brands for a long time, has found that there are few such departments in the luxury goods industry in China, which rely more on the annual survey data of consulting firms.

It will become deformed.

Consequent

Quite a lot, she pointed out that although China has constantly increased its training of front-line salesmen, and from the brand and corporate culture to enhance brand knowledge training, compared with the jewelry wrist watch industry, the overall quality of the basic staff in the field of clothing and apparel is relatively low, and the management level of personnel is not high.

Brand management, although everyone has said that the emerging consumer group is a two or three tier city, its brand communication and marketing activities are still concentrated in the northern Guangzhou and other first tier cities. The region has a large number of luxury brands and high-end customers, and has not effectively integrated management and marketing in China, which has affected the development of new customers.

"Although the new media is becoming more and more popular, how can a brand show held in Beijing accurately affect the users of Zhejiang Xiaoshan?"

He Bin, head of Tradini Greater China in Italy leather brand, believes that the consumer experience is the biggest management challenge for China. "This requires a very high quality workforce, and the concept of company operation also needs to be changed."

The lack of talent will trigger a new round of talent war in the luxury industry.

In addition, China has been in a state of absence in the area of customer relationship management, because in the past few years, many loyal users of the brand have been consuming abroad, and the salesmen in China do not know what the characteristics of these consumers are, how they consume, and how to tell them the latest information, service and activity information of the brand.

A number of consumer survey data show that consumers choose to buy luxury goods overseas, the price is only third. Overseas stores are more professional and more intimate than domestic stores, and goods are more complete than domestic ones.

Obviously, the improvement of domestic service capability is the important factor to really keep consumers in China. Tan Xiangzhong said, "Chanel is an internationally renowned boutique brand, attracting customers from all over the world, including China.

Our price coordination will also bring the best products and services with the same consistency to the global customers.