Luxury Global Equivalent: China Has A Long Way To Go

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?"

"No one can ignore the needs of the Chinese market," a head of the German watch brand China told reporters. "The gradual realization of the global price of luxury goods will become an industry trend, and this trend has brought many new challenges to the management of luxury goods in China.

Compared with overseas stores, consumers in China's stores are "buying more and buying less", and even many consumers in China's stores are optimistic about the style and the number of goods, and then go to overseas stores to buy them. The overseas purchasing of electricity suppliers has made many brands love and hate interweave -- putting aside profits, and the spread of fake commodities will also derogate the brand image.

No brand can throw away the Chinese market, but how to take the consumer behavior as much as possible in the locals? This becomes an important factor for the brand to consider. Otherwise, how can the local market operate and develop healthily in the long run?

Although the industry has repeatedly stressed that "price sensitive consumers are not the core consumers of luxury goods", but in the face of price differences at home and abroad, even "Tu Fei" has swept the goods in Europe.

The downturn in China's performance and the global purchase of Chinese consumers have finally left the management far away from Europe's headquarters, and the euro exchange rate has continued to go down. Brand leaders have made a tough decision to raise prices in Europe and reduce prices in the Chinese market.

With the increasing anti-corruption efforts in China, consumers'

Luxury stores and luxury stores in China have been in the cold for a long time. It seems that even the managers of the stores did not anticipate that the day was so fast that they would become the norm in China.

This new change has brought huge management challenges to the entire luxury industry.

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

There are still 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.

As a result, there are many chain effects. She pointed out that although China has constantly increased its training for front-line salesmen, and from the perspective of brand and corporate culture, it has strengthened the training of brand knowledge, but 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 level of personnel management is not high.