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Luxury Brands: Why Have They Been Abandoned By "Quality Gate"?

2014/7/16 7:18:00 24

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the exposure of luxury quality in recent years has brought the former sophisticated products to the altar and become a new topic that has been criticized and criticized by others. When the relationship between product value and quality has been increasing proportions, luxury goods have gradually opened up the veil of mystery. 
 < a > href= > http://sjfzxm.com/news/index_f.asp > luxury goods < /a > is called luxury. The main reason is that it has different quality and cultural background with daily necessities. Rare, unique and rare attributes that belong to luxury goods make them a necessity for high-end luxury consumption. However, in recent years, the exposure of luxury quality problems has brought the previously sophisticated products to the altar, and become a new topic of being criticized and criticized. When the relationship between product value and quality has been increasing proportions, luxury goods have gradually opened up the veil of mystery. 
 indeed, the quality problems of luxury goods exposed in China in recent years are particularly numerous. What causes them to be abandoned by the "quality gate"? The main reason lies in the rise of primary and developing markets. In the face of high profit margins, luxury groups could not overlook the opportunity to make money quickly. The rapid promotion of brand sales network and expansion of market share have led to a continuous increase in the volume of products, so the quality is not guaranteed as usual. The purchasing power of new luxury goods, such as a flood of animals, has pushed the productivity of the minority luxury goods to saturation. So the luxury industry now has an open secret. They have put a lot of foundry factories in developing countries. It can be imagined that originally extravagant non essential items originate from traditional handicraft shops or brand origin, but now it has become the product of the assembly line in factories, so the quality control makes it difficult to keep improving. 
 whether the "bag" is broken or not. Prada's future dream /p >
Less than 20 years ago, PRADA attracted a large number of followers from the minimalist Black Nylon Backpack. As a famous luxury brand in Italy, P also suffered quality problems. PRADA issued a quarterly earnings report earlier, the data is not ideal: 23% drop, the extent of the shock shocked the industry. In this regard, the Group CEO said that the future will focus on reducing costs in order to increase profits. 
 however, the outside world is not optimistic about this move. It is believed that Prada should not cut costs, but improve service attitude and improve quality, so that Prada will have fewer quality gate events. Cracking, metal buttons disconnect, fade, peel off these problems will appear in the tail cargo market, can not help but all appear in the PRADA package. Those eager buyers stopped the speed of paying. 
 < a > href= > http://sjfzxm.com/news/index_f.asp > > Armani < /a > being referred to as "selling sheep meat to sell rabbit meat" > /strong > /p >
These problems are no longer the case. They are spreading like a plague among the brands. In 2013, the media revealed that there were consumers who complained about the Armani fur coats, which were labeled as 100% sheepskin, and found that the fabric was made of rabbit skin after examination. After careful investigation, it is known that the dealer displayed on the leather tag is a domestic company. Such a complex production sequence surprised many customers who took it for granted. In fact, it is not too difficult to understand. There are subtle rules between international luxury brands and domestic processing plants. In order to apportion the cost, the brand will concentrate more on shape shaping and marketing, and the core processing is authorized to be produced by the third party factory. Under the influence of multiple factors such as ineffective supervision and cost control, the processing factories may take risks and make improper practices in order to gain more profits. It's time to get the attention of brands. 
 Cartire is in the "quality gate". China's unqualified rate reaches 100% .
 in addition to fashion and luggage, even the jewelry has not escaped the "quality gate" problem. In June 2014, the Zhejiang provincial industry and Commerce Bureau announced the results of the follow up random sampling of gold jewelry. Among them, there were 5 batches of "Cartire" brand jewelry sampling, and 5 failed batches, with an unqualified rate of 100%. As a famous brand of jewelry and accessories in France, Cartire has always been a brand favored by Royale, but this brand still comes with a stubborn Prince spirit. In May 2014, there were 3 Cartire consumers who spent 52 thousand yuan on the purchase of women's watches. In 3 years, they stopped appearing. Cartire denied that the watch had quality problems. In March 2014, Nanchang consumers bought Cartire men's wrist watch for less than 2 months. To this end, consumers found Cartire counters counters required to return, but the other side refused, only agreed to pay maintenance. This shows a strange phenomenon. Luxury goods can not provide Chinese consumers with corresponding services in the process of absorbing gold. In the face of problems, these cutting-edge brands show a small wife like hypocritical. 
 in fact, luxury goods have a significant deviation from the brand positioning in the Chinese market. The Chinese market, as one of the most expensive markets, has not enjoyed the equivalent service. Chinese consumers have contributed huge profits and sales to them, but they have not received due respect. Moreover, luxury goods sales in China are relatively large, and there are many channels, so they are not willing to spend a lot of money in the field of service. In the face of such crisis events as "quality gate", the brand displays the arrogant attitude of "no matter how high we hang up", which is contrary to the original intention of the service. In the face of gradually mature Chinese consumers and sound market orientation, how to deal with quality problems is a new strategy not to be slapped on the beach by the waves.