How Chinese Brands Respond To Luxury Brands And Change Sales Ideas

First of all, let's take a look at some specific changes of luxury brands and the specific changes of luxuries. Let's listen to the explanation of Wu Donghua, a fashion strategist.

1, as the popularity of these luxury brands is already global, its influence is very large. Gucci brand is discounted in China this year, and consumers queue for hours. While every consumer enters the shop, they enjoy the one to one VIP treatment.

Coupled with the experience of setting up restaurants and coffee shops, as well as changing young people to LOGO, replacing designers to make the brand younger, the discount is mainly for the former designer's work, which is convenient for the designer to introduce his new product.

Due to the discounts in the second quarter, sales in the first quarter of -8%, 4.6% in the second quarter, and 1 billion 5 million euros in the first half of the year, were 1 billion 874 million euros in sales in the first half of the year. Obviously, the discount offered 130 million euros in revenue, equivalent to an increase of 7% in revenue growth.

However, the author believes that the contribution comes mainly from the discount, which is also related to the growth of the new flagship store.

This shows that luxury brands can not withdraw from the stage of history at a glance, but only decline.

2, when Hermes was criticized for having environmental problems on crocodiles, he apologized to the public as quickly as possible.

Other luxury brands, including domestic criticism, have little direct apology. Instead, they choose to skim away. As a result, the more they are left behind, the more uncertain they are. Even if there is no problem, it is OK to admit that they are wrong.

3, luxury brand has been a short board in after-sales service. It only sells non service. Patek Philippe set up an independent trainee project in China. Its brand is mainly after-sales service, and he set up an after-sale maintenance office in Beijing very early.

Where is the after-sale service of domestic footwear brand?

Where is the after-sale service of domestic furniture?

4, let Gucci force in the first half of this year in addition to discounted sales, and sales in Japan and South Korea is very hot, this year Hongkong because of the influence of luxury brand sales, but to Japan to buy toilet ring, rice cooker, daily necessities of Chinese tourists, a large number of luxury brands.

It is clear that Chinese tourists have entered Japan and South Korea instead of Hongkong.

I think, because their prices are relatively high, it is difficult to sell without discount. Besides, the style is rigid, and the price will not be changed greatly. Therefore, success is still a question mark.

However, the high-end products of local brands in the Chinese market are inferior products in their eyes, and they can become products of medium quality and middle grade. In this way, luxury brands are bound to press the middle and upper space of Chinese brands.

However, the domestic Anta, Hai Lan home and so on are all producing low-end products. The main market is in the three or four tier cities, and the second tier cities let the overseas intermediate brands take advantage of them.

Therefore, the overseas mid-range brands such as UNIQLO are picking up in the Chinese market, and no one in China has stopped them.

How do Chinese brands fight for the overseas brands?

The author believes that although some fast fashion brands continue to introduce new products, they are not the top ones, but are better than Chinese products. This leaves a huge space for China to create mid-range, parity, and well-known demand products.

I believe that through innovation and pformation of clothing products, shoes, luggage products, there is still a huge market space.

Although these products are surplus, but as long as the style is good, the parity price, the brand ring, basically is the sale is hot.

The author believes that there are huge markets for men's suits, shoes, Bottomwear, women's trousers and men's traditional western-style suits.

At home and abroad, literature and art designers and variety designers are popular, but the west can form a brand.

But there is no economic research designer, it is obvious that the study of economic combination of clothing, shoes, luggage and fashion design experts, is the Western brand designer's nemesis.

The author believes that Chinese men's suits, Bottomwear, shoes, casual wear and women's tight pants are all needed to disrupt innovation. They can occupy the second tier market and form a medium known product that can beat foreign capital.

The author can guide.

To sum up, the author thinks that since ancient times, soldiers have come to stop the water from blocking up. If designers can not surpass the famous Western brands, they will not win the famous western middle leisure brands.

However, I find that they are not the level of economic research designers, but the level of brand designers. Therefore, talent duel has won before shooting.

However, most of the designers in China's clothing industry are creative designers and design directors, rather than brand designers.

Obviously, behind the enterprise competition and brand competition is actually the competition of talents.