Local Luxury Brands Are On The Rise

In December 19, 2013, Feng Xiaogang's annual New Year comedy masterpiece "private order" will be released to tell the story of a company composed of 4 people.

The movie has not yet been released, and the custom of private custom has already swept through all walks of life.

Recently, reporters at 2013 Beijing international top private goods, high-end life exhibition and jewelry Appreciation Club (hereinafter referred to as the high-end life exhibition) found that the biggest feature of this year's exhibits is "customization", which is highly personalized, brand and cultural elements. It is handmade from aircraft, small dolls, jewelry, rare and precious, highlighting the taste.

"Private custom has become a climate in China. clothing skin shoes Almost everything can be customized from jewelry to furniture, from watches to cars, from coffee to red wine, and is gradually welcomed by consumers. " Zhou Ting, President of the Institute of wealth research, said in an interview with reporters that with the "scratch" of private custom, China has emerged a series of high-end brands, including clothing, tea, jewelry and other fields. She predicted that China will be the first batch of local luxury brands.

Private custom has great market potential

A staff member is holding a ruler to measure the arm length, girth, waist circumference, chest circumference and leg length for a spectator.

"When measuring, the consumer must stand upright, with two arms hanging down naturally and breathing gently." On the other hand, the staff members told the newspaper reporters that some people had a difference of one or two centimeters in length, and some people were too thin or too fat.

In the view of Le moron, the marketing director of the Duke, the private custom is a very huge and potential market.

Le Mengyun told our reporter that the "de Jue" suit started more than 20 years ago. At that time, Chinese people were still relatively unfamiliar with the concept of Western-style clothes customization, and few people had customized ideas. Now, with the rapid expansion of the western-style clothes customization market in recent two years, the western-style clothes shop has sprung up like mushrooms, and the competition is becoming increasingly fierce.

Le Mengyun said that compared with the production line of tens of thousands of suits in the production line, the de Jue suit made a suit, fully communicated with customers, fully understood the appearance, character and style of the customers from the customers, and first put a cheap sample on the "wool sample" and then put a "light sample" on the fabric selected by the customers. After repeated communication and modification, the production time was 180 days. But almost no customers are too long, because custom tailored suits and consumption are "not impetuous".

Reporter in Exhibition It is found that not only suits can be customized, leather shoes, jewelry furniture, tourism products, cars, private aircraft can be customized.

"At present, with the continuous improvement of the living standards of the Chinese people, private custom has gradually become a climate in China, becoming one of the ways for the new rich class to show its own taste and value." Zhou Ting told reporters, of course, these private customized products are mostly expensive, ranging from tens of thousands of yuan to tens of millions of yuan or even hundreds of millions of yuan, which can be described as "mysterious luxury."

Zhou Ting predicts that with the rise of the backbone of the new generation of society, people's demand for high-end and personalized will become more and more prominent. Private customization will become an indispensable part of people's life.

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　　 China will be born with local luxury brands

"With the rise of private customization, a number of high-end brands in China are on the rise." Zhou Ting said.

Take China's first lady Peng Liyuan for example.

When Peng Liyuan first appeared in front of everyone in the capacity of "first lady", the Chinese people were impressed by her noble temperament, and at the same time speculated that she was wearing the brand of clothing.

Peng Liyuan's exceptional brand was red overnight.

"This not only pushes China's local brands to the international market, but also enhances the confidence and recognition of Chinese brands and promotes the development of China's local high-end brand market." Zhou Ting told reporters that because of its huge market and increasingly influential culture, China has the potential to produce a number of local luxury brands in tea, liquor, jewelry and other traditional crafts and technologies.

According to the China luxury report released recently by the Institute of wealth quality, although the global luxury market is facing many pressures in 2013, the annual growth rate is expected to reach 11%. China undoubtedly contributed a lot. China's luxury goods market is divided into two parts: local consumption and overseas consumption. In 2013, the domestic consumption of China's luxury goods market will reach US $28 billion, with an expected increase of 3%. Overseas consumption will be further enhanced, reaching 74 billion US dollars, and the sum of two people will add up. The total consumption of luxury goods in 2013 will reach 102 billion US dollars.

Which brands will become the first batch of local luxury brands in China? From the list of 2013 wealth quality list, Moutai, Tongrentang, China tobacco, Wuliangye, Shanghai, exceptions, polar grass, seagull table, up and down, and bamboo leaf ten brands are most likely to become China's first batch of native luxury brands.

　　 Domestic brands need to be good at internal strength

"China is still facing many difficulties in cultivating local luxury brands." Zhou Ting told reporters that the first is consumer psychology. For a long time, the psychology of "worshipping foreigners and foreigners" is very serious in luxury consumption. When it comes to luxury brands, most people think and approve of foreign brands, and two is channel occupancy. In the 90s of last century, foreign countries Luxury brand That is, to enter the Chinese market and occupy the best store and location at low cost; three, the communication channel. Foreign luxury brands have already occupied the important layout of high quality media at low prices, and Chinese brands will pay a high price if they want to do the same publicity.

In view of this, Zhou Ting suggested that China should cultivate internal luxury brands in order to cultivate local luxury brands. On the one hand, Chinese enterprises should learn from the management experience of foreign luxury brands, raise brand management level and create brand image; on the other hand, enterprises need to store a large number of talents, including design, management, brand, marketing and other talents. For the government, preferential policies and taxes should be given to promote the upgrading of Chinese local brands.

"The construction of luxury culture is not achieved overnight. The construction of luxury brands applies traditional elements, adherence to brand characteristics and breakthroughs in technology, which is the foundation for creating luxury brands. Zhou Ting believes that if China wants to create local luxury brands, three principles must be adhered to: stick to, stick to and endure, that is, insist on the brand value of luxury brands, stick to the highest level of the market, and accumulate slowly in bad market environment.