What Does Chinese Luxury Goods Bring To Local Consumers?

"Would you spend tens of thousands of dollars on a suit made in China or a bag made in China?" probably in many people's minds, the answer is "no".

A survey released by Bain, an international consultancy, showed that compared to four years ago, China had begun to develop luxury brands, but no climate has yet been formed.

This is a joyful change.

However, another survey from global luxury magazine showed that 86% of Chinese consumers said they would not buy luxury goods marked "made in China".

This is a new embarrassment for China, which has become the second largest luxury country in the world: it lacks local luxury brands. Even in recent years, several Chinese brands sold abroad as luxury goods are hardly known in China, and are harder to be recognized and bought by most Chinese consumers, such as LV, Nair and so on.

Many years ago, GUCCI President Minico Diso once proudly said that in many people's mind, luxury brands are always associated with European impressions, and luxury brands from Asia are really hard to imagine.

"This view does represent the views of many top European luxury Brand Company."

Georges Kern, chief executive of Mingshi and grand brand, said that only the most beautiful shoes can be found in Italy. Only the most romantic perfume can be found in France, and the best watches can be found in Switzerland.

This is almost the "standard answer" of global consumers.

However, in recent years, some Chinese luxury brands such as upper and lower, France blue porcelain, Zhao Yi jewelry, Kirin and Shanghai have begun to emerge in the world.

Unlike the luxury brands designed by Chinese American designers such as Wang Weiwei and Anna Sui, they are all designed by Chinese local designers and are labeled "made in China".

For example, Shanghai is the work of Hongkong designers. Currently, 39 shops have been opened in New York, Tokyo, Paris, Madrid and London. Politicians, Hilary, Thatcher, movie stars Anngelina Jolie and Nicholas Cage have all crossed the Chinese costume of Shanghai.

The price of Shanghai is not inferior to that of international luxury goods: the traditional self-cultivation cheongsam is covered with some fur, the price is nearly ten thousand yuan, while most ordinary cheongsam prices are about 7000 yuan.

For example, France blue porcelain is the only Chinese brand in the world that can be heard and sold in 56 countries. Harvard School of management has introduced "France Blue Porcelain" as a textbook for Chinese luxury brand business cases.

The development and change of China's luxury brands can also be seen from the top international brand forum in recent years.

Four years ago, at the first forum, participants were still discussing "when China's luxury brand was born", and four years later, the topic has become "emerging market luxury brand suddenly rising."

Bain, an international consultancy, has made an optimistic judgement: Although China's luxury brands that are active in the international arena are far from being able to compete with top brands such as LV and GUCCI, there is no doubt that luxury goods in China have sprung up.

Wood, the English international ceramic brand, and Tom Wedgwood, the descendant of the wedge, once said that people buy weiqi Wood porcelain to fill the missing piece of British puzzle.

Professor MichelGutsatz, director of the MBA program at Marseille School of Commerce, explains that savor a luxury is a life experience and a cultural feeling.

Those newly emerged Chinese luxury brands, which contain Chinese traditional culture genes, extend the influence of Chinese culture from product design to the full use of local raw materials such as Chinese skilled craftsmen and precious red sandalwood, etc.; Kirin jewelry reveals Chinese elements in design; the porcelain of "France" and "jadeite" pushed by Jadeite jewellery are themselves invented in China, and the firing process has also been handed down in China for thousands of years; Shanghai Qipao and Chinese clothing are signs of Chinese clothing.

MichelGutsatz believes that young Chinese luxury brands are lucky, though they may not have the deep background of international luxury giants, but they are not backward from a cultural perspective.

There are many luxuries and legends in Chinese ancient stories. In the Han Dynasty, Zhang Qian pushed the western region to open up the Silk Road, and brought the best Chinese silk to Rome by Persia, causing the Chinese trend in Rome; in the Tang Dynasty,

"How fashionable is the Chinese at that time?

In terms of the definition of luxuries, Chinese tea, porcelain and silk were all luxuries at that time.

In the face of such a long cultural tradition, Chinese luxury brand operators must not "hold the golden rice bowl to beg".

French Blue Porcelain President Chen Liheng said.

However, it is not so easy for a new Chinese luxury brand to grow into a top brand.

"To cultivate an aristocrat needs three generations of blood exchange," Balzac's famous saying applies to luxury brands as well.

Professor MichelGutsatz said that France spent hundreds of years to cultivate LV, Dior, Chanel, Hermes, and the fourth generation of Italy's top men's brand Zegna. When they introduce family brands, they can proudly talk from Grandpa's grandfather.

China's luxury brand is too young, even if it has excellent cultural heritage, it really needs to grow into a top brand, and it may take generations to complete.

Don't lose the market at home.

The emergence of China's luxury brands is undoubtedly good news.

But in the Chinese market with the fastest growth of luxury consumption in the world, Chinese luxury brands are experiencing embarrassment - the Chinese themselves are skeptical of "made in China" luxury goods.

"When I buy luxury goods, I will look at the logo. If I write" made in China, "I don't want to buy it.

In Hang Lung Plaza, Ms. Wang, who is choosing clothes, told reporters.

Probably many people have similar feelings.

Although the status of "made in China" has improved in recent years, it is still difficult for many people to equate the image of "made in China" with the concept of "luxury".

According to the global luxury magazine survey data, 86% of Chinese consumers said they would not buy luxury goods marked "made in China".

When overseas luxury brands are scrambling to occupy the Chinese market, China's local luxury brands should not abandon the "doorstep" market.

But what does China's luxury brand need to do to impress local consumers?

Experts attending the meeting believe that many of the top overseas brands are now subcontracted by Chinese factories, so the technology level made in China is not bad in itself.

Chinese consumers do not quite approve of China's luxury brands, mainly for psychological reasons.

However, enterprises should look for problems themselves.

Over the years, the impression of "cheap" left by the Chinese made to the world is too deep. Chinese enterprises should strive to improve the reputation of China made.

Some experts say that some Chinese luxury brands are too "Sinicization".

In order to create influence abroad, they need a clear image of China, but few people in China accept this kind of Chinese characteristics.

In the western festivals such as the Cannes Film Festival, Chinese actresses Zhang Ziyi, Fan Bingbing and others can wear traditional tight sleeves and silk robe, but they will not wear them on other occasions in China. They may still choose Dior or Chanel.

The sale of France blue porcelain is relatively successful in China.

A few years ago, sales of France Blue Porcelain accounted for only 6% of total sales, but now it has risen to 70%.

President Chen Liheng believes that even if they sell luxury brands to Chinese consumers, they should learn to tell Chinese traditional stories in a way that Westerners are used to.

For example, the Alice teapot of the blue porcelain is far from the Chinese wind, but when you play it with your hands, you can find that the color matching, patterns and patterns are in line with Disney's element and spirit. There is also a porcelain called "Fuhai Tengda". When you hear the name, you know that the pattern design is very Chinese, but the producer chose three top ceramic factories in France, which are produced by Westernization technology. Among them, Bai Tu is in charge of white jade porcelain, Kunting is responsible for silverware knives and forks, and Barack completes the crystal cup, so that porcelain gives people a very different sense of vision.