“We are not in the business of selling handbags, we sell a dream. “Gucci Group Chief Executive Robert Polet, a discourse of profoundly expounded the connotations of luxury consumption. It is true that in contemporary China, market economy rapid development of economic society of consumption has made material consumption into the spirit of the consumer, when most people buy certain goods or services, is seeking some kind of more “feel”, experience some “artistic conception”, pursue some kind of “significance”, luxury brands market popular clothing in contemporary China.
However, from the “peel” to “Louis Vuitton”, in memory of Chinese consumers, fashion luxury brand has deep imprints on the foreign imprint. Especially in the last two years, accompanied by a variety of foreign textile fashion luxury brand stay strong, enter the political arena, was conquered some celebrities and some white-collar workers in China, luxury consumption obviously constituted a “fertilizer” flow outsider status. There is no doubt that the current status on the development of China’s market economy, especially the development of the textile industry is a big hit. Therefore, to build local brands, luxury consumption of textile costume “fertilizer” reflow is particularly important and urgent.
Luxury “fertilizer” flow outside fields
Light entering in 2012, is the tenth year of China’s accession to the WTO, review this course of development over the past decade, said world luxury brands in China through a luxurious splendor after another. Especially after the financial crisis, a large number of luxury goods and services abroad into China, contributed to the surge in China’s emerging luxury market. Textile consumer, Bain for the Chinese luxury market in 2010, highlighted in the study: 2009 China luxury goods consumption amounted to 156 billion yuan, which added consumer contribution to mainland luxury market growth rate of 67%, has grown into a consumer of luxury goods in China. According to the statistics of the world luxury Association show, 2010 year in mainland China’s luxury market had reached US $ 10.7 billion in total (not including private jets, yachts and luxury cars), total global share of one-fourth. The Association estimates that China will be in 2012 than Japan, as the world’s biggest consumer of luxury goods.
“It is to see the huge consumption potential of China’s luxury market, present major textile and apparel luxury brands compete abroad settled in China, and additional stores in China growing geometrically. For example, I know Louis Vuitton store was opened in 2005 only 10 cities in China, but 2011 has grown to 29 cities; Gucci in 2006 and only 6 stores in China, and now has grown to 39. This ‘ enclosure ‘ expansion has given us domestic luxury brands of the few poses a serious danger, we should have a strong sense of. “Clothing in Henan province reporters, head of the Association, said in a telephone interview,” of course, crazy must be behind the expansion of self interest. At present, foreign luxury brand consumer occupied more than half of China’s consumer market, total sales of overseas brand is a brand of China four times or more. And we often say ‘ fertilizer and water does not flow to outsiders ‘ runs counter to our consumption of luxury goods have seriously lost to foreign countries. ”
Brand consumption time has come
“Almost a consensus is the luxury brand consumer textiles: a top luxury brand is a renowned international brand. Based on this perception, as well as domestic absorption space huge luxury House, a large number of well-known foreign brands began his career in the Chinese market of textiles, some of which have two or three wires rigged to the Chinese market in foreign countries is worth double, steep rise to the ranks of the luxury. “On the prospects for development of local fashion luxury brand in the domestic, head of clothing association analysis in Henan province said, now more influential international luxury brands in the Chinese market textile products including: Chanel (CoCo Channel), Gucci, LV (Louis Vuitton), Prada, Christian Dior (Dior), CK (Calvin Klein), and so on. These internationally renowned luxury brand of textile and garments generally used is “taking the famous train” strategy, that is, by virtue of some well-known luxury brands have a radiative forcing, and thus form a series of branded products to Chinese dumping. And floated the idea of the scarcity of their choice in marketing materials, excellent workmanship, pure blood and the use of limited available, recommend star private or private custom gimmicks, such as improving their own brand value and price. However, throughout contemporary luxury textiles market in China will find that the market is in a State of serious disorder, to Playboy (Playboy) and YSL (yifushengluolang), Zara (ZA)-led international luxury brands such as textiles in China frequently burst out disqualification scandal. These textiles international luxury brands in China and international market policies have not implemented the difference between news, regardless of the quality check also on the materials with low grade standard to deceive and mislead people on the Chinese consumer is very common.
“The market is testing the jinshi examination of goods, with the passage of time, domestic consumers have recognized the foreign luxury brand is not value for money, rational consumption of the consciousness has been gradually returning, which provides the Foundation for the development of our domestic luxury brands a mass base. “Finally, head of the local fashion luxury brand consumption critical moment has arrived.
In November 2011, “the first luxury brands in China” and the “China luxury brand criteria” Conference held in Beijing, Chief Executive of the Association of luxury goods in China the international business newspaper reporter Cai Sujian said in an interview: “existing throughout the country more than 700 million people admired the luxury consumption, 350 million consumers have already set foot in luxury goods, household names including luxury goods abroad and China’s top fashion and luxury brands. From the estimation of trends in economic development and consumption increased over the next five years, there will be 10 trillion can be developed in China’s luxury market. This launch with the unstoppable development of domestic luxury market trends and future prospects. “We can see that the Chinese luxury goods market has matured, and domestic luxury brands among the ranks of international brand trends can be seen.
Brand culture is key to making luxury
“While the timing established local luxury brands in China garment consumption, is very optimistic about the prospects. However, overall, the luxury goods industry in China is still in a State of anxiety. As far as the luxury brand, people tend to understand the brand connotation more than in Europe and we Asians are more profound. Their origin, represent the spirit of the brand style and represent in real terms, and so on have a deeper knowledge and understanding. Most of China’s brand manager for this consumer culture is in a State of ignorance, they lived abroad through simple imitation, for some luxury brands through idolatry, ‘ know that, but do not know why. So, personally, I think the local fashion luxury brand to devote relentless efforts build brand culture. “Turning to the local construction of luxury brands, the official admitted, brand culture is the key to build luxury brands.
“So in the practice in the future, we want to strengthen the cultural accumulation. The true meaning of luxury not only have direct contact with money, it is a cultural phenomenon, a style of life, requires time, cultural training, brand influence. Promotions luxury family, luxurious and noble expression of life, exquisite, elegant, a rational, introverted, thick, etc. “The official said, China should give full play to its unique advantage in this regard, world class luxury style in ancient Chinese culture into full play, used in the manufacture of textile products and brand building. In addition, Chinese culture and geographical mystery of Chinese and foreign top products consumers are most interested in. Luxury brands, accessories, machining of raw materials have been conducted in the country of origin in order to guarantee the authenticity, Chinese generous resources provide a good basis for it. Unique manufacturing and processing methods are also constitutes a major reason luxury brand for these, we should be fully discovered. In addition, the luxury goods is called a “luxury”, which is not the product of the pursuit of value, but in its spirit, cultural values, to give his target consumers with unprecedented aesthetic experience and adventure of distinguished experience. Therefore, creating local luxury brands brand cultural construction is the key.
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