The "Luxury Brand" In The Eyes Of Chinese

As a latecomer in the high-end consumer field, the light luxury brand is facing the embarrassing situation of "going up and down quickly". It is obvious that it is not safe to occupy the market segments of young consumers only, because the market will be easy to steal if the market segments are developing to a certain extent.

Apart from these factors, we would like to know what the Chinese luxury brand looks like. What kind of magic can the light luxury brand make the Chinese people obsessed with?

Second line brand image

This time, about

A lot of news came out. The US luxury light brand MichaelKors announced the 3 quarter of the 2014/2015 fiscal year (2014 10~12).

The total MichaelKors sales in the quarter amounted to US $1 billion 310 million, up 29.9% over the same period last year, and the growth rate slowed down significantly, which is obviously lower than the 42.7% in the 54.5% and 2 quarters of the 1 quarter.

The main reason is that the brand is "fast up and down".

I believe that for many of the same type of luxury brands, they are facing the same problem.

According to the latest research report of China's luxury goods market released by Bain, an international consultancy, the total consumption of China's luxury goods market in 2014 was about $18 billion 500 million, down 1% from the same period last year, the first negative growth.

According to the report, the sale of luxury goods in China is much more pronounced in men's clothing, watches and bags.

Footwear and footwear continued to grow substantially, of which designer brand clothing accounted for the largest proportion of luxury sales in 2014.

It can be seen that in the domestic market, the traditional big cards have been seriously oversupplied, while the light luxury brands are showing a good opportunity for market development.

From the comparison between the two, the advantage of the first line brand lies in the big brand mode, and the advantage of the second line brand lies in the unclear blood relationship. This is one of the reasons for the second line brand to seize the opportunity and strive to create a first-line image.

After all, for the increasingly mature and rational consumers, it is clear that the same good price does not have to pay the same price.

What does the luxury brand look like?

We can start with light and luxurious plation.

This plation is very popular in China, because it literally satisfies some consumers' addiction to luxury.

This may be one of the reasons why light luxury brands are more popular in China.

Light luxury brands may not pay much attention to avant-garde design, quality first.

Of course, the biggest difference between luxury goods and price lies in the price, which is not as good as luxury goods. Most of the luxury brand positioning is generally affordable to ordinary petty bourgeoisie.

So, in fact, some consumers in China have shown "light luxury" consumption as a new fashion pursuit. Especially for fashionable people, they can not afford to wear Chanel, Dior, Celine and Prada, but they can always buy Coach, MichaelKors, Longchamp, MCM and other light luxury brand bags. On the one hand, they pursue the brand quality and exquisite tailoring of luxury and luxury brands. On the other hand, they are younger, more fashionable, and more attractive, and enjoy a high price of luxury.

From the point of view of discounts, big players seldom reduce their prices. In order to alienate the public, they often show their identities from rising prices by raising their prices. The light luxury brands between these big and fast fashion are the biggest markdown, sometimes even fast fashion brands.

A ZARA winter coat price is often above 1299 yuan, while a Coach handbag can only cost 299 yuan in the discount season.

By contrast, a relaxed sense of control has come to mind. How can we buy a "enjoyment"? The price is cheap, and people who buy it are naturally more. As a lightweight luxury brand, we also redefine the consumption gap in the luxury market.

Parity is not just a marketing gimmick.

From the perspective of consumption ability, China's luxury consumption capacity is no less than that of any other country. A successful positioning is enough to achieve a brand, and the emergence of light luxury brands is an example of investing in consumers.

The most easily found light luxury brands on the market are the secondary lines set up by the first-line fashion brands, such as Miu Miu, DKNY, Marc By Marc Jacobs, etc. they have the lineage of first-line brand and the needs of young consumer groups, so that more consumers can afford it.

Another typical American luxury brand representatives such as Coach, MichaelKors, KateSpade, ToryBurch are all brands that have enjoyed high popularity and consumption among Chinese consumers in recent years.

The most popular street product in 2014 is the MichaelKors version of the cheap version of the killer bag. Although a fashion conscious person can see that the prototype comes from the design of Prada, but after the implantation of a number of trend elements, grafting around 1000 yuan or so, the price of the people is really beating too many people.

So no matter how the scene changes, you can always see traces of the MichaelKors backpack.

In 2015, Michael Kors took the concept of "traveling around the world" as the latest concept to create the latest style. The newly launched Cindy series shoulder bag is simple and classic in its overall design. It is full of American style and simple fashion style. Bright colors also provide many collocation choices for fashionable urban women.

Besides, MCM's backpack is also a popular trend. It even breaks the boundaries of sex.

The classic American sports fashion style ToryBurch is full of unfettered vigor and feeling. Its advantage is to balance the aesthetic values and values of the designers in the market, create fashions and suit fashion and accessories worn by all ages.

So far, ToryBurch has opened 84 independent boutiques in the United States, Europe and Asia, and more than 1000 selected shopping malls and stores in the world.

Insiders say that the status of Coach, MichaelKors, KateSpade and ToryBurch in the minds of foreign consumers is like Baleno, Giordano in the eyes of Chinese consumers.

Although it is a brand, it is only a mass consumer brand at best. It may not be related to the luxury quality of the Chinese people.

Indeed, taking Coach as an example, its shops are the most common and the most common among the domestic outlets. Why does it bring the illusion of Chinese positioning? It is mostly due to the wide gap between domestic and foreign prices.

So some netizens commented that because of the price factors, Chinese people buy Coach, MichaelKors and other brands abroad just like buying Chinese cabbage, which is entirely the price of Chinese cabbage.

On the other hand, there are many consumers who do not care about the quality of light luxury brands. They may not know how to define their value by cultural factors. However, they value only the business card form that light luxury brands can bring to them, or whether they can bring their fashion identity to them. This is the greatest significance of light luxury consumption to them.