Chinese Luxury Brands In Dystocia

Scarcity and internationalization are the most important characteristics of luxury goods. Without them, the nature of brands will change.

However, the image of "big producer" has been hampering the development of luxury brands in China. Experts believe that the biggest problem facing Chinese brands is brand image. The image of Chinese brands is the image of industrial products, textiles and technology products, rather than luxury goods.

The image of the national brand will directly lead to the image of the brand in the minds of consumers.

Now that the global division of labor is very clear, China, as a developing country, can only make more profit in manufacturing this link, which has caused China's lack of scientific and technological innovation. China is mostly just a substitute for high-end luxury brands abroad.

But many Chinese enterprises lack this patience, especially in the aspect of product development and positioning, "cutting corners" to make Shanzhai and imitation full of many so-called high-end brands in China, but this does not seem to inspire the determination of domestic high-end brands. They seem to regard themselves as fashion products, and brand independent design and research and development are also shelved, so the brand that runs like this will hardly have enough vitality.

On the other hand, for Chinese consumers, "made in China" seems to be a less brilliant word, and some people even avoid seeing those words printed on the merchandise, especially when buying clothes, bags and other products.

For example, China's high-end fashion brands lack of brand marketing concepts and opportunities, lack of local fashion features, and eager to gain instant benefits and fill the domestic brand fashion market. This also leads to the concept of "native = cheap" in consumer purchase consciousness, and they prefer to adopt some concealment.

To buy the so-called international luxury brand's high imitation goods, and unwilling to support the same level of domestic brands, which inevitably mixed some social buying ideas and brand discrimination problems, some bad businessmen just aimed at this market, and greedily pursued the short-term interest income, which has become an important factor affecting the development and growth of local luxury brands.

While recognizing the difficult objective conditions for the development of luxury brands in China, we must also realize that any brand development must have a production cycle. Many famous overseas luxury brands have gone through a century or even centuries of development. Without enough time to ferment, it is impossible to precipitate luxury brands, and most of China's high-end luxury brands are built in more than ten years, and most of them can be traced back to 30 years.

So in the near stage

The existing luxury brands can only be described as trying to become a real luxury brand.

Therefore, there is no lack of correctness in saying that there is no luxury brand in China. After all, luxury goods are most concerned about the inheritance and internationalization of the pure lineage.

There should be a story that can withstand repeated deliberation and sufficient reasons, but these two points can not be achieved overnight. This can only be achieved through decades or even a few generations' efforts.

China's luxury brands should try to find out more unique and global characteristics besides avoiding historical faults, so as to be based on the ranks of the world's luxury brands.