The Survival Of Local Luxury Goods

According to Maslow's demand principle, people purchase luxuries to satisfy their psychological needs. In order to show their status and status, they need to be divided, displayed and displayed differently.

Domestic brands can not achieve this function for them.

So everyone shouting about supporting domestic brands should also think of us.

What is the difference with foreign top brands?

Speaking of the domestic garment industry, although the Jinjiang brand cluster represented by the Min system has hired Hong Kong and Taiwan's leading stars, CCTV advertising has also been spectacular, but who is willing to do so in terms of brand power?

,

What's the same as brands? Some people may say that foreign brands have gone through many years of development, and their brand deposits are naturally higher than those of newly rising brands in China.

This is true, but in addition to brand accumulation and influence, who will notice some deep-seated problems hidden in the brand?

Next, we try to explore a solution to Chinese luxury goods through discussion.

1 strategic strategy: vision, steady operation, sustained war and brilliant dream.

The Min system mentioned in front of us

For example, whether it is hiring spokesmen or carrying out advertising bombing on CCTV, this is beyond reproach.

Celebrities and CCTV, as the two weapon to create famous brands, can really help "new cards" become "famous brands".

However, "brand" is not "brand". It can not be ranked among the world's top brands only by increasing its popularity.

We can see that entrepreneurs in China have made a blundering problem: they are too eager for fame and gain, and neglect long-term quality pursuit and brand promotion.

Impatience is not enough to eat hot tofu.

In terms of its development, it has gone through 78 spring and Autumn Periods.

In terms of style, product price, global sales channel and overall team, etc.

There is a mature system.

No accumulation of thousands of miles, no accumulation of water, no river.

After thirty years of reform and opening up in China, the concept of "brand" appears to be immature and unfamiliar in China.

Although advertising and celebrities can rapidly increase popularity in the short term, brand loyalty, brand awareness and brand affinity can not be speeded up in the near future.

Therefore, the bosses of various enterprises in China should see this undisputable fact, take a far sighted view and a higher level, regard building brand as a protracted war, and gradually perfect all links, so as to truly create the high-end image.

2 product strategy: personalization, nationalization, fashion, and full display of product charm.

We turn our attention back to high fashion. No matter the beauty, the French, the Italian, or even the Korean clothing that has been popular in recent years, the products of each brand have strong cultural flavor. For example, the French style and the Italian style dress have rich and elegant classical style, the beauty faction highlights the bold and bold fashion style, the Korean faction holds the graceful and graceful aesthetic style and so on.

Especially in recent years.

With the broadcast of a large number of hot Korean dramas, the unique culture of the Korean nationality has made great contributions to the popularity of Korean style clothing.

However, in addition to the skills of cultural advance,

How did it take off in the short term? 20 years ago, South Korea, like our current Cantonese clothing manufacturers, was also copying the European and American style.

However, what is obviously different from ours is that our Cantonese garments are simply plagiarism, but South Korea has begun to create in imitation.

In this creation,

Gradually integrated into the unique national style and original flavor, so that the rigid plagiarized goods have strong vitality.

This is the highest state of "bringing ism".

In contrast, China's

Enterprises should excavate from the cultural background of China for 5000 years, whether it is the silk culture in the clothing industry, the jade culture in the jewelry industry, or the inheritance culture in the liquor making industry, etc., which are the source of our product design.

Of course, in addition to capturing the elements of traditional culture, we must also pay attention to catching the trend and connecting with the international situation.

It can be seen that for our country

In terms of product style, cultural elements, national feelings and fashion sense should go hand in hand, and give up plagiarism and blend together to fully demonstrate the unique charm of products.

However, compared with the high-end brand blue ocean tour, the domestic garment manufacturers have launched a round of round off sale in order to clean up the stock.

Although the sale can really quickly return the funds and clean up the stock, can you think of how much harm this method will cause to the brand? Once the brand power that has been endorsed by celebrity endorsement, CCTV and outdoor advertising, it has been ruined by the "big sale" and "massive hemorrhage on the ground".

On the contrary, will you see that Gianni Versac and Gucci will advertise such a sale? No! Why not? Why? Because the recognition of high fashion brands is much more important than the actual sales and withdrawal of funds.

Why are you a luxury? Why are you not a public product? Because you are the dream of most people, the life of a few people! But for some domestic clothing manufacturers, they can't even do the basic market prediction. How can they talk about making a brand all day long in order to overstock their stocks and be worried?