Can China Build Its Own Luxury Brand?

China has always been regarded as the most powerful consumer market of luxury brands, but it has no own market. Luxury brands, China does need to create a world famous brand such as Hermes or Louis Vuitton. Brands like Hermes or Louis Vuitton have indeed taken a bonus for centuries, but in the Chinese market, you can find them. potential When can China get rid of this cheap manufacturing plant?

In fact, there are many high-end brands developed from Hongkong and China. The Shanghai Tang, founded in 1994 by David Tang, was bought by Richemont group in 1998, and its popularity is quite high. In addition, there is a Ascot Chang brand, which is considered to be the Savile Row brand in Hongkong, founded in 1940, and now has branches in Asia, New York, Beverly mountain and other places. The jewelry brand Qeelin, founded by Hongkong businessman Dennis Chan, is also well known internationally. There are branches in Paris, London, Losangeles, Taipei, Singapore and other places. And Wan Baobao's jewelry brand of the same name also enjoys international. reputation 。

But can these brands really have the recognition of brands like the LVMH group? China, especially the fashion capital Hongkong, really needs a representative brand, such as Paris's Dior or Chanel, Milan's Bulgari or Prada, or New York's Ralph Lauren and Tiffany&Co.

The city of Hongkong is like a double-edged sword. The brand created in Hongkong has its advantages in production because of its close proximity to China, but at the same time it is marked with Chinese made label, which has always been regarded as a cheap commodity.

But the American package designer Fiona Kotur thinks that the labels made in China are not as negative as they used to be. She said, "the meaning of the label made in China is different from that of 10 years ago. The goods previously produced in China are considered to be identical, but now the products produced in different regions of China are very different, and the quality of the south area is very good. In the southern part of China, workers from Italy have been introduced, and many traditional skills have been acquired. They are no longer cheap products.

To truly ascend the world's luxury goods platform, China's brand must first provide customers with an experience other than goods, and integrate into the products an extraordinary concept, excellent customer service and long inheritance, giving customers a non ordinary shopping experience and satisfaction.