Luxury "Fertilizer And Water" Has Flowed Out Of The Field &Nbsp; China'S Luxury Development Is Just Now.

"We are not selling handbags. We sell our dreams."

The words of Robert Polly, CEO of GUCCI group, profoundly expounded the connotation of luxury brand consumption.

Indeed, in contemporary China,

However, from "Pierre Cardan" to "Louis Weedon", in the memory of Chinese consumers,

When the time comes into 2012, it is the tenth year of China's entry into the WTO. Looking back on the development of these ten years, we can say that the world's luxury brands have gone through one luxurious splendor in China.

Especially after the financial crisis, a large number of foreign luxury goods and services poured into China, promoting the blowout growth of China's emerging luxury goods market.

In terms of textile and clothing consumption, Bain emphasized in 2010 that the total consumption of luxury goods in China in 2009 was 156 billion yuan, of which 67% of new consumers contributed to the growth of the mainland luxury market, and China has grown into a luxury consumer country.

According to statistics from the World Luxury Association, the total consumption of luxury goods in mainland China in 2010 has reached 10 billion 700 million dollars (excluding private aircraft, yachts and luxury cars), accounting for 1/4 of the global share.

The Association expects China to overtake Japan in 2012 as the world's largest consumer of luxury goods.

"Just seeing the huge consumption potential of China's luxury goods market, the major textile and apparel luxury brands abroad are competing in China, and the stores in China are growing geometrically.

For example, Louis Weedon, as I know best, opened stores in 10 cities in China in 2005, and has developed to 29 cities in 2011. In 2006, GUCCI has only 6 stores in China, and now it has developed to 39.

This "enclosure type" expansion has posed a serious danger to our few luxury brands in China, and we should have a strong sense of anxiety.

Henan clothing association responsible person told reporters telephone interview, "of course, behind the crazy expansion is driven by interest.

At present, the overseas luxury brand consumption is not only half of the Chinese consumer market, but the sales volume of foreign brands is more than four times that of Chinese brands.

This is contrary to what we often call "fat water does not flow outside the field", and our luxury consumption has been seriously lost to foreign countries.

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The timing of local brand consumption is ripe.

"Almost a luxury consumer Textile Consumer consensus: a top luxury brand is bound to be an internationally renowned brand.

Based on this recognition and huge domestic luxury goods accommodation, a large number of well-known foreign luxury brand textiles have begun to take part in the Chinese market. Some of the two or three foreign products have been pformed into the Chinese market, and their value has risen to the ranks of luxury goods.

Regarding the prospects for the development of local clothing luxury brands in Henan, the head of the clothing association of Henan said that the most influential international luxury brands in the Chinese market include: Chanel (CoCo), GUCCI (Gucci), LV (Louis Vuitton), Prada (Prada), Dior (Dior), CK (Calvin Klein) and so on.

These internationally renowned luxury brands of textiles and clothing generally use the strategy of "famous brand train", that is, relying on the radiative power generated by some well-known luxury brands, and then form a series of brand products dumping to China.

And in marketing, it claims its top quality materials, excellent workmanship and pure lineage. It also promotes its brand value and price by using limited sales, star personal recommendation or private customization.

However, looking at the current Chinese luxury brand textile market, it will be found that the market is in a serious anomie. The first tier international luxury brand textiles, led by Playboy (Playboy), YSL (Yves Saint Laurent), Zara (ZA) and so on, have repeatedly found quality scandals in China.

The distinction between these international first-rate luxury brand textiles in China and international shopping centres is no longer news. Whether it is quality control or material selection, it is very common to use low-level standards to deceive Chinese consumers.

"The market is a test stone for testing the quality of commodities. As time goes on, domestic consumers have realized that the luxury brands abroad are not worth the money, and the sense of rational consumption has gradually returned, which laid a mass foundation for the development of luxury brands in China."

The responsible person finally said that the consumption opportunity of local clothing luxury brands has arrived.

In November 2011, "the first batch of China luxury brand" and the "China luxury brand selection standard" conference were held in Beijing. Cai Sujian, chief executive officer of China Luxury Goods Association, said: "over seven hundred million of the people in the country admire luxury consumption, and three hundred and fifty million of consumers have already set foot in luxury consumption, including foreign luxury brands and China's top fashion luxury brands.

From the trend of economic development and increasing consumption, it is estimated that in the next five years, there will be 10 trillion developing luxury consumption market in China.

This release is just in line with the development trend and future prospects of the luxury market in China.

It can be seen that China's luxury consumer market is maturing, and the trend of domestic luxury brands entering the ranks of international brands is evident.

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Brand culture is the key to making strong luxury goods.

"Although domestic luxury brand clothing consumption opportunities are ripe, the prospects are very promising.

However, as a whole, China's luxury goods industry is still in a state of relative anxiety.

As far as luxury brands are concerned, Europeans and Americans tend to have a deeper understanding of brand meaning than our Orientals.

They have a deeper understanding and understanding of the origin, the spirit and the style of the famous brand.

Most of China's brand operators are ignorant of this consumption culture. They imitate foreign life and conduct their lives blindly.

Therefore, I personally believe that local clothing and luxury brands should work hard in building brand culture.

Speaking of local luxury brand construction, the official admitted that brand culture is the key to creating luxury brands.

Therefore, in future practice, we need to strengthen cultural accumulation.

The real meaning of luxury goods is not only directly related to money, but also a cultural phenomenon, a style of life that needs time accumulation, culture training and brand edification.

To promote the luxury family, we should express our luxurious and honorable attitude towards life, refined, elegant, rational, introverted and heavy.

The person in charge said that China should give full play to its unique advantages in this respect, and give full play to the style of world-class luxury goods in ancient Chinese culture and apply it to the manufacture and brand building of textile products.

Besides, the mystery of Chinese culture and region is the most interesting place for consumers at home and abroad.

The raw materials, accessories and processing of luxury brands are carried out in the country of origin to ensure their original flavor. China's excellent resources provide a good foundation for them.

The unique way of manufacturing and processing is also a major reason for luxury brands. For these reasons, we should fully explore them.

Besides, luxury is called "luxury", and its pursuit is not the value of the product, but its spiritual and cultural value. It should give its consumers an unprecedented aesthetic experience and unusual honorable experience.

Therefore, building local luxury brands and brand culture is the key.