Regional Migration &Nbsp; "Invasion" Of Culture: "Big Ripple Effect" In Foreign Countries

Consumers in the first tier cities

Luxury brands will face a cross regional job in the global marketing process.

It's like asking consumers in Beijing or Shanghai that their favorite luxury brands may be Louis Weedon (LV), Patek Philippe (Patek Philippe), Chanel (Chanel) and so on, but in the three or four tier cities, the answers will be quite different.

Another example is that people in the UK prefer Burberry (Burberry), while consumers in Italy are more familiar with Versace (Versace).

Interestingly, this luxury.

In the United States, many overseas Chinese have a large number of origin in Fujian. When visiting relatives, they will bring their favorite luxury brands back to their hometown. In Europe, overseas Chinese have a relatively small proportion of Zhejiang people. They will bring European luxury brands back to their hometown.

In a county like Qingtian, there is a well-known Italy luxury brand named Sha Yu (Paul & Shark), but consumers in the first tier cities may not know such a brand.

This kind of cultural and lifestyle submission is more profound and firm. Sharks have a lot of fixed consumer groups and a group of potential consumers who will be regarded as high-end symbols and struggling for them.

Maybe you would say that it is only a small county town, but the consumption power of the overseas Chinese town is amazing. Every year many people go abroad, and every year there are a large number of foreign currency coming in.

Smart luxury brands will naturally realize how much tangible and intangible income this cultural flow effect will bring.

As an official partner of this year's Paris China Film Festival, French luxury brand MATZO PARIS is also well versed in its way.

Through sponsorship and other forms of support for this festival, the Paris Merlin frankly stated that his real intention was not to be bigger in Paris.

"In fact, we hope to influence the important cities in Paris through this channel. There are many Chinese in Paris, and Chinese filmmakers who come to attend the meeting. They will affect many Chinese in the country."

The brand China head said.

However, if you look at the effect of this cultural movement, you will find that you must follow some rules. The industry believes that "the cultural flow of luxury goods is like the flow of water. Naturally, it follows the laws of water flow, and it comes down from the Himalaya Range.

The source of luxury culture is in Paris, with the influence of Paris infiltrating into Hongkong, and then infiltrating into Beijing and then infiltrating other cities, so the flow from top to bottom is the fastest.

International luxury brands are extremely smart, and they know how overseas domestic markets are going to flow with the flow of culture, solidifying consumer loyalty and triggering new resonance.

Domestic Museums occupy the source of Chinese culture, and Louis Weedon's presence in National Museum is undoubtedly the most correct strategy.

According to the monitoring of a luxury group, Louis Weedon's sales in Europe also follow the exhibitions in China.

In this way, it is not difficult to understand why some Chinese brands are slow to enjoy the international market.

China is not the source of luxury culture, but hard to cultivate small cities in China, and then brute force to attack first tier cities and international cities.

"Luxury brands must be international brands, otherwise they can't be done."

The above words should also become an important "military rule" for the development of Chinese brands.