How Does China Create Its Luxury Brand?

"Even a few of the local brands that have been sought after by the Chinese people, such as Moutai, Shanghai clothing and so on, are still some distance away from real luxury goods."

China

A successful luxury brand requires 3 elements, good quality, profound product culture, and a fixed target audience.

What is most lacking in China's luxury brand is the latter two.

"At first, luxury goods were molded by some family businesses in Europe, and their models were also pformed from family business models.

Although there are many family businesses in China, the factors such as brand building, ignorance of keeping pace with the times and imperfect management have been gradually disappearing, let alone luxury brand.

Therefore, some of our old brands still lack the product cultural connotations as one of the necessary conditions for luxury goods.

Chen Baohua said.

After reform and opening up, some of our country

Another factor that has not become a luxury brand in China is that it has failed to open the local market.

China is still a developing country, and the consumption concept of the common people is based on high price and low price, and the luxury is the more expensive non - living necessities.

Therefore, local brands can not cater to the needs of most consumers.

"The local market has not yet opened, and the natural international market is even more difficult."

Chen Baohua said.

In addition, China's positioning of luxury goods is also a problem.

"It does not mean that expensive things are luxuries, nor can luxury goods be expensive.

Take the national liquor Moutai and jade as an example, they can not be called luxury goods because the consumer groups they are facing are all consumer groups.

Foreign luxury goods have a fixed target population, for example, high-end white-collar workers, their corporate culture is also related to the corresponding consumer groups.

Chen Baohua said.

So how should we create China's own luxury goods? Chen Baohua suggested that the most fundamental point is to strengthen brand building and brand awareness, and gradually enrich the connotation of enterprise culture.

On this basis, we begin to segment the market, tailor some limited products to some specific people, and take the route that is scarce and expensive.

In the aspect of communication, the spread of brand in China mostly uses the mainstream media to invest heavily in advertising or outdoor publicity.

But this does not apply to luxury brand marketing.

"Advertising can not bombard the connotation of luxury brands in a short time. The connotation of luxury goods is more dependent on the word-of-mouth of users."

Chen Baohua said.

For example,

In addition, we must create