Self Rescue Is To Seize The Market.

Recently, Bain consulting released the 2014 China Luxury Market Research Report. According to the content, the mainland China's luxury market for the first time showed negative growth in 2014, a decrease of 1% compared with 2013, and the market size of the market will be about 115 billion yuan. However, from the global luxury market, the consumption of luxury goods in mainland China has increased by 9%, amounting to 380 billion yuan, accounting for 30% of the global luxury market.

This data indicates that the mainland of China Consumer Most of the purchasing power of luxury goods is losing overseas, and overseas direct purchase and purchasing become the first choice for luxury consumption. While purchasing is popular, it also brings false problems to the brand.

"Luxury has always been through its strong pricing strategy. Control market Its brand value is the life of the brand. The head of Changsha Hisense Plaza investment department believes that the Chinese market is right. Luxury goods Brand and rhetoric are of indescribable importance. Active price reduction is the brand's use of market means to maintain its brand value, stabilize market demand, and at the same time, it can balance the purchasing power of consumers.

He also explained that luxury goods companies are large global companies. The price cuts in the mainland market will not only help stabilize the sales of the Chinese market, but also help the brand to seize more market share from other luxury brands at the global level, which is the result of the global market competition for luxury goods.

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Today, 60% of the market share of luxury goods is controlled by 35 major brands, such as Louis Weedon, Gucci, Prada, Giorgio Armani, Hermes and Chanel. These brands have annual turnover of more than 1 billion dollars. In fact, most of the luxury brands we like to talk about are created by the humble artisans in eighteenth Century and nineteenth Century for making exquisite handicrafts by the royal family. During the Bourbon family and the Bonaparte family rule France, the luxury goods that modern people knew were born in France.

At the end of the nineteenth Century, the royal power declined, the bourgeoisie rose, the European aristocracy and the elite of the United States, such as the Vander Bill family, the Astor family and the Whitney family formed a closed circle. Luxury became their exclusive domain. Luxury is an element of life belonging to the upper class. It is desirable to join a senior club or to have a famous family name. Moreover, they are always small in quantity, usually custom-made, only to a small number of customers who are really good.

Today, these companies still call the founder's name. In fact, the vast majority have been bought and run by business tycoons. Over the past 20 years, they have turned a single brand into a big brand known by billions of dollars worth of big companies and earth people.

But what you don't know is that these highly famous brands may be very small. In all industries, scale is the main factor to compare the company or industry, but in the luxury industry, the scale does not seem so important, and some companies are very small. For example, Cardin (Cardin) has only 10 million euros in sales worldwide, and Carven (card) company has sales of only 12 million euros. This sales volume is less than that of a franchised store in German Volkswagen. However, it is undeniable that Cardin and Carven have a strong brand influence worldwide.