The Situation Of Luxury Sale Is Difficult To Change.

World clothing shoes and hats, net, 7500 yuan to buy. Gucci package The belt is made of paper, ninety percent off is broken; the Chanel clothes of 35000 yuan can not be washed in fact; the Valentino bag of more than 10000 yuan buys less than one month, the rivet on the top is dropped; the shoes that have just bought a few days of Prada, the skin of the heel after shopping for a street is rubbed off; the Tissot watch purchased by the counter will stop for a while.

Luxury goods are becoming more and more popular.

In the 3 / 15 complaints over the past two years, the low quality of luxury goods and the difficult cases of subsequent maintenance are still high. The proportion of complaints in the fashion industry is high.

For the problems of their own quality, Luxury stores There are various responses to customer service - some people emphasize that their clothing and bags are all hand-made, and that it is easy to be bad. Some people blame customers for their products. They say they are just prepared for people working in the office. Therefore, consumers are self mockery. Nowadays, "no washing, no dry cleaning, no water proofing and no wear-resisting" is the "standard of testing luxury goods".

After self mockery, calm down and think. What is the reasonableness of these "low quality"? And just let consumers pay for the "uncontrollable force" after luxury purchase, is this "after sale" reasonable? Maybe this is the key to us to find and explore this issue.

First of all, the problem of "low quality" products is related to the environment of luxury goods becoming more and more popular in the past two years. Before, Zhou Ting, the president of the luxury goods field and President of the Institute of wealth quality, told reporters about the problem of luxury quality becoming more and more popular. It has been asserted that in the traditional sense, the so-called "big name" product is now called "high-end consumer goods" compared to "luxury goods".

Then, when the quality of these "high-end consumer goods" is becoming more and more unsatisfactory, no longer become consumers' bonus points, they still make us pay several times higher than the value of their products. Should they supplement these shortcomings in after-sale services?

Unfortunately, the present situation is "very full of ideas and very skinny in reality." Many big names claim that they can provide free maintenance service for their customers. But this privilege is very difficult to enjoy in China.

Reporters visited and telephoned the stores of Louis Vuitton and Gucci to ask for replacement of the decorative hardware process of locks. The staff of both stores indicated that the repair was acceptable, but in many cases, products were sent abroad or waiting for foreign parts to be repaired by Pei Qicai. Therefore, it usually takes 1 months to several months, and the maintenance cost depends on the specific circumstances. The more complex repair and recovery is likely to cost a lot.

Consumers are not clear about the enjoyment of their rights.

This kind of "poor treatment" at home and abroad has always existed, and no fundamental improvement has been made in the past two years because of the increase in investment in the Chinese market and the increase in stores.

Many people in the industry have pointed out that big brands do not have many real maintenance points in China, which are commonly referred to as "maintenance points". Many of them are maintenance points set up by domestic distributors. They usually do simple and general maintenance. The real maintenance needs to be returned to their country of origin. The reasons for this situation are objective policy reasons. The relevant policies of the state in terms of access to luxury goods industry are relatively strict, so the cost of obtaining raw materials and training craftsmen in China is very high. However, we all agree that these objective reasons should not be the reason why they do not perfect the after-sale service. The high maintenance cost should not be let the consumers pay the bill.

"The biggest problem we have now is that nearly 80% of consumers do not know what kind of services they should enjoy." Zhou Ting also pointed out that this makes many brands lazy, because even without good after-sales service, products sell well. And living in such an abnormal "illusion" of the big card, naturally do not want to invest huge costs to do after-sales service.

But this situation will not last too long. It is "double kill and double injury" for consumers and brands. Because consumers can not get the services they deserve, they will not even love big names. The big ones will lose their fans because of their laziness.

Changing situation requires three pronged approaches

As a result of the above situation, it is the main reason why big brands do not perform their duties well and do well in their services. If we want to change the status quo, we must rely solely on the strength of the market. brand It is also not enough to improve after-sale construction in China.

The nature of profit seeking is that as long as Chinese consumers remain unenthusiastic about luxury goods, and "no good after-sales service and products sell well", big players will not be willing to give up such short term dividends.

If we want to radically improve the above conditions and make the market healthy, we need to control the policy from the "visible hand" first, and then proceed from the brand to the consumer side by side, so as to achieve the desired results as soon as possible.

At present, the "Absence" of relevant laws and regulations for the after-sale service of luxury goods makes many consumers "infamous". When consumers face an enterprise brand as an individual, their weakness is almost absolute. At this time, only by pushing some mandatory industry standards and relevant laws and regulations as soon as possible, can this situation change.

Secondly, we should appeal to the brand in the industry, not just pay attention to the immediate interests, but we should improve our after-sale construction as soon as possible in order to develop in the longer term and deeper. Dividends are all temporary, and brands can't always do nothing, they can win consumers. Therefore, the brand must first change its attitude and make a positive move. As the saying goes, "sharpening the chopsticks is not a mistake." as long as the layout is determined and the consumers can be satisfied, these actions now seem to cost money and become the value increment of the brand.

Finally, consumers, who are important participants in the market, need to be "educated" synchronously. All the practitioners in the fashion industry, including regulators, brands and media, have the responsibility to educate and guide consumers not to be fanatical, not blind, and to make positive and reasonable consumption, so that they can gradually establish the correct consumption concept. As the cornerstone of the market, the purchasing power of consumers is healthy and sustainable, and the development of the luxury market will be sustainable and scalable.

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