The Honeymoon Period Of Luxury Goods In China Has Expired.

Too many stores and shipments are contrary to the scarcity of luxury goods, and the value of brands is inevitably diluted. Now, influenced by many factors such as economic slowdown, government's strong anti-corruption and changing consumer attitudes, the expansion of luxury brands in China has obviously been weak, and some have even declined in performance. Obviously, the honeymoon period of luxury brands in China has ended. What they need to consider next is the control of the pace of expansion and the search for new marketing channels. Cooperation with e-commerce platforms may be an option. Of course, the promotion of quality and service, and cooperation with partners to fight against counterfeiting, to restore the brand image, is also a must do homework.

Indeed, most luxury brands have some "bad habits" which are highly regarded by themselves. They often give people the impression that they are far from being impressed. Unwilling to enter the electricity supplier, and do not want to cooperate with them to fight against fake products, to a large extent is related to this mentality. French police have cracked a fake case of Hermes, and police say the counterfeiting Gang specializes in counterfeiting with the help of individual Hermes employees. Hermes These fake packages are shipped to the market through the official sales channel of Hermes. This news made many domestic Hermes fans nervous. They ran to Hermes store to check their love package. However, Hermes stores do not provide any form of inspection service, while some shop assistants say: if you want to check the goods, then you can fly to the French headquarters.

Patrick Thomas, former chief executive of Hermes CEO, said in an interview with the media: "80% the goods sold on the Internet in the name of Hermes are all counterfeit goods, which is absolutely a disgrace." From Thomas's "shame", luxury brands are deeply affected by counterfeiting. But to get rid of this pain, we should declare war on counterfeiting instead of targeting another victim, the electricity supplier. This is also a "disgrace" to the electricity supplier. When Ma Yun heard that Kai Yun group accused his Taobao platform of infringing trademark rights and selling counterfeit goods, it was reported that he jumped up almost from the sofa and said, "I would rather lose the lawsuit, rather lose money", "but we will win dignity and respect". This mood is not difficult to understand.

In fact, Luxury goods Besides arrogance, the most important thing for a brand to reflect is itself. management model The basis of the product itself. Things are really good, arrogance is a bit of capital, if the quality is general, or even very bad, then there are big problems. There was such a case: the manager of a luxury brand store in Beijing called the police station, saying that a bag worth more than twenty thousand yuan was stolen. Finally, there was no registration, because the police checked the store's purchase ledger and found that the price of the package was only a few hundred yuan, and it was considered that the package was not eligible for registration. This caused a lot of sensation on the Internet. Some people suspect that the store sold its own holiday, and some people accuse the brand of being too profiteering. In this regard, brand officials have been prevaricate and have not been clarified.

Even if we do not get entangled in the issue of selling and selling, the real goods of luxury brands also need to be entangled. In recent years, the quality of luxury goods has been increasing in China, and the number of complaints has been rising. The reason is not hard to find. In China's primary and emerging markets, luxury goods have a very high profit margin and make money quickly. So luxury brands quickly spread their sales network. In the process of expansion, the demand for products is too large to make the luxury brand hard, and it is difficult to monitor every aspect of product quality. The bigger problem is that some luxury brands, either secretly or secretly, are looking for OEM to open factories to less expensive outlets to maximize profits, and in doing so, product quality problems are inevitable.