The Top Brands Of "Tall And Tall" Are Beginning To Encounter The Bottleneck Of Development.

In recent years, there are many international and domestic pressures.

The reason for low discount promotions overseas, Hongkong and the mainland is due to the decline in global sales of top brands, while the Chinese market is one of the main areas of decline.

In view of this, the top brands that have been regarded as "tall" have begun to encounter the bottleneck of development.

A few days ago, at the "China Europe Shanghai 2015 seventh Top Brand Summit Forum" jointly sponsored by CEIBS and the Jingan District people's Government of the city of Jingan, top-level brand management executives from all walks of life and participating academic experts gathered together to try to find outlets for the innovation of the top brands.

1, the top brands will continue to improve in the future.

At present, China's luxury goods market is facing huge challenges from overseas sales.

According to statistics, 70% of consumers purchase luxury goods through purchasing channels, and the expenditure on future purchases will increase. This makes top brands have to face up to the long-standing price gap between China and overseas markets. "Some brands like Chanel are brave enough to get out of the first step of price difference."

Bruno Lanis, Bain's partner, pointed out the status of top brands.

Data show that in 2014, the number of overseas tourists in China reached 115 million, of which 1 trillion were consumed overseas, and 47% of the top overseas brand consumption was purchased by Chinese tourists.

In the view of Wang Depei, vice president of China Economic Reform Research Association and chief researcher of Fu Chi think tank, tariff is the direct reason that restricts people to buy top consumer goods in China. However, with the development and promotion of China's free trade area, customs tariffs will soon become zero. Therefore, China is still the fertile ground and strategic commanding height of the world's top brands.

However, in the past few years, the domestic luxury market has been affected by a series of anti-corruption measures, and the phenomenon of stagnation is an indisputable fact.

But in the long run, Wang Depei believes that this is a good phenomenon to avoid linking the brand with corrupt officials and helping to return the brand image.

Overall, the challenges facing China's top brand market include culture, a new round of anti-corruption, economic downturn, excessive competition in commercial real estate, offshore sales and the Internet in six aspects: "anti-corruption sales of top brands can only be called" bumping down ".

Although it is indeed affected at the moment, but from a long-term perspective, we can not let high-grade, elegant, quality, taste of goods, corrupt officials to swagger across the market.

Therefore, in the medium to long term, it is the cornerstone of top brand consumption.

Wang Depei predicted that the world economy has entered the post crisis era, and there will be 3 to 5 years.

He said that in the new round of reshuffle, China will rise again at an unprecedented speed and volume, and the top brands will also usher in a larger growth space, which is the most basic era background.

Wang Depei further pointed out that China's reform and opening up for more than 30 years, although there are a variety of dividends released, but the biggest dividend will be officially released from 2015, that is, the current financial capital explosion, "compared to labor to create wealth and wage growth, top brands are expensive.

Only through the process of capital restructuring in China in the next two to three years will there be a new generation of rich people, which will usher in a wave of real estate and top brand purchases.

2, "Internet +" is good for top brands.

In the era of "Internet +", top brands are facing challenges.

When 80 is becoming the backbone of high-end brand consumption, how can enterprises adapt to brand new understanding and create the Internet through the Internet?

Spread, and open up online and offline O2O sales, formulate the correct price strategy, enhance brand awareness and reputation, rather than damage the hard built brand image.

"The Internet has become one of the challenges of luxury brands."

Wang Depei believes that in the medium to long term, the Internet will bring the top brands back to its true meaning. The brand should let its value and taste be truly perceived by consumers, not just the online sale of general merchandise.

Insiders pointed out that, at the outset, luxury brands were rather repulsive to the Internet. On the one hand, they believed that consumers could only feel the exquisite workmanship of boutiques and bags by touching. Only physical stores could enjoy their unique tailoring, clothing matching and other services. On the other hand, the cut in point of sale on the Internet was the price, plus the prevalence of fake goods, while luxury brands were unwilling to lower their prices and image.

However, many top brands have gradually realized that the Internet is an effective way for customers to understand new products, and customers need to understand the latest products quickly, and this service will eventually benefit the brand.

Wang Hua, director of the KEDGE business school in China, pointed out that the format of luxury brands in the Internet age will change. For example, how to make a suit for men's garments, how to connect directly to the consumer end and the manufacturing side, and to remove intermediation, means that the relationship between the enterprise and consumers is strong connection, and this strong connection is the fans economy.

Data show that the current top brands in the domestic sales, almost half of the online and offline.

Only 30% of the top brands in the domestic sales volume are completed in the store.

Wang Depei believes that although the Internet relies on the characteristics of going to the center, flat and distributed, the traditional monopoly areas and monopolistic industries will be drastic.

But for top brands, the storm of "Internet +" will only drive the top brands to return to their true qualities, which is essentially good for top brands.

"There is no world class."

Can be absent from the Internet.

Bernstein research company advanced analysis MarioOrtelli

It is predicted that in the next 5 to 10 years, the business channel will occupy more than 15% of the total number of luxury items, which will benefit from the promotion of emerging markets. Young and wealthy consumers in the market will be digital elites.

Very creative Shanghai CEO and partner Li Wei also believes that the luxury brand in the Internet age embraces business change, and we should really abandon traditional storytelling and experience mode, be bold in innovation and give consumers a brand new experience.

For example, now the consumer information contact point has changed, many times on the Internet platform, so high-end brands also need to start using these channels and the interaction characteristics of the Internet to tell their stories.

3, the fashion industry or the leading industry of the first upgrade.

It is worth mentioning that in this forum, "China fashion industry Blue Book 2014 - 2015" is released.

The blue book gives a comprehensive review of the breakout of China's fashion industry since the 2008 international financial crisis.

At the same time, from the three perspectives of the world fashion industry and brand status, the international financial crisis and the development trend of the future fashion industry, the main trends, latest developments and development implications of the world's fashion industry are also systematically reviewed.

The blue book believes that in the face of changing China's fashion industry, China's apparel industry is gradually changing from the world's factory to China's manufacturing industry. The jewelry industry is developing from a fast growing stage to a mature stage. China has become an important force affecting the world's jewelry market. As the important emerging force of global fashion consumption, China's fashion consumption has begun to undergo rational pformation, and the proportion of personalized consumption has increased. Consumers will turn from the "LOGO worship" consumption to the "quality identity type" consumption. From the perspective of the future trend, the global fashion culture is expected to return from fast fashion to slow fashion; consumer loyalty is decreasing, and the proportion of rational, grade and personalized consumption will increase, and small and medium-sized brands will have important development opportunities.

The blue book also suggests that the development of fashion industry should be incorporated into the national medium and long term planning to create a number of demonstration cities for fashion industries, to promote the reorganization and upgrading of the main body of fashion enterprises, and to create a large number of leading international fashion enterprises.

Sun Ping, standing committee member and deputy district head of the Jingan District District Committee of Shanghai, said that Jingan is located in the heart of Shanghai, and has always had quite rich fashion brand resources. Up to now, 95 world first-line brands have been settled in Nanjing West Road. In today's society, information and communication technologies such as mobile Internet, cloud computing and Internet of things are changing with each passing day. Massive data and information are accumulating continuously. The era of "Internet +" has arrived and is slowly integrating into traditional industries, bringing vigorous new forces.

"Welcome all kinds of innovative enterprises to settle in Jingan, and welcome all kinds of innovative achievements in Jingan first try."

In view of the blue book, Wang Diye, President of the world fashion brand association, pointed out that China's fashion industry will rise in the next few years, and it may become the leading industry in China's industry to take the lead in upgrading the global value chain. It will play a leading role in China's overall industrial upgrading.