China'S Luxury Brands Must Succeed Locally Before They Go To Sea.

< p > from north to deep, to the inland of the Midwest, luxury brands in Europe and the United States are experiencing the golden age of China.

China's strong purchasing power dispelled the gloomy cloud of western consumption.

The European and American brands have made a lot of money, but the industry is constantly asking: where is the luxury brand in China? What hinders the success of Chinese brands? < /p >

Some Chinese style brands originating in Hongkong are often confused after the blockbuster. The founder finally chose to marry the brand into luxury P.

And many mainland China's "a target=" _blank "href=" //www.sjfzxm.com/ "designer" /a "brand" a target= "_blank" href= "//www.sjfzxm.com/" > clothing "less than" and "luxury" is still far away from the business model.

Referring to Japan and Italy, the emergence of China's luxury brands needs to be phased. A brand needs to succeed in China before it can continue to sea.

< /p >

< p > < strong > marry into the rich house < /strong > /p >

Less than P, compared with European luxury brands, the history of Chinese brands is really pathetic.

People often go through hundreds of years, and they are inextricably linked with the royal family. China has been cut off because of historical reasons, but the economic Enlightenment has only lasted thirty years, and most brands are still in puberty.

< /p >

So far, most of the Chinese brands that show the potential of luxury goods originated in Hongkong. P

Hongkong has always been the most important place for luxury brands in Europe and America. Hongkong businessmen have accumulated experience from luxury foundry, trade and competition.

By the 90s of last century, some Hongkong entrepreneurs began to create Chinese style brands.

< /p >

< p > 1994, Deng Yongqiang of Hongkong opened the first Shanghai store in Hongkong in Shanghai.

The brand has introduced the modern cheongsam, Tang suit and mandarin jacket, which are quite Oriental, and have used western ways of operation. The slogan is "East meets the west".

< /p >

< p > Shanghai soon attracted the attention of Westerners.

In the eyes of foreigners, Shanghai is mysterious and lingering. They think Shanghai is a representative of Chinese style.

But Shanghai's development is not smooth sailing.

In 1997, Shanghai opened a large flagship store in the golden section of New York, but its business was dismal and ended in business.

Soon after, the troubled Shanghai was sold to the Richemont group, the second largest luxury group in the world, and the founding team faded out.

< /p >

< p > Shanghai is more internationalized, and extends to perfume, home and other fields. Even Shanghai restaurant has been opened. But the development has not been very mild, and Li Feng has never talked about Shanghai's performance.

< /p >

< p > similar to Shanghai's experience, there are also Qeelin jewelry.

In 2004, Hongkong jewelry designer Chen Ruilin and French Brochard (Guillaume Brochard) co founded this jewelry brand.

Unicorn is famous for Maggie Cheung's hoist necklace. Its brand price is higher than many top jewellery.

< /p >

In 2012, the third largest luxury brands in the world opened the cloud to announce the holding of Qilin, which became a member of the luxury group with Boucheron and PERREGAUX. The Chinese design style of Kirin complements the other brands of Kai Yun group.

< /p >

< p > from Shanghai to Qilin, the Chinese luxury brand, which first tried to cry, attracted the attention of the world with its distinctive oriental characteristics. However, after several years of development, it changed its lineage.

< /p >

< p > different from Shanghai and Kirin, "up and down" is a brand created by Hermes. Its team is mainly composed of Chinese people, and it is also a traditional Chinese handicraft.

< /p >

P was born in 2008. Hermes found Jiang Qionger, who was born in the art family, as the design director.

Under the helm of Jiang Qionger, the Chinese traditional handicrafts such as bamboo weaving, red sandalwood, and cashmere felt were excavated.

< /p >

"P", "Hermes" from the beginning is to control the brand not to develop too fast. After rapid development, it will lose its rarity. People's desire for this brand will be weakened.

The Hermes family has planted a new seed in Chinese culture for a long time.

Jiang Qiong has talked about the concept of "up and down".

< /p >

< p > Jiang Qionger revealed that during the whole preparation process, Hermes did not impose opinions on the Chinese team to be free.

Following Shanghai and Beijing, the new retail space was opened in Paris, France last September.

< /p >

< p > for the top and bottom, the outside world has different opinions. The most concern is when and when to make profits.

The teams at the top and bottom repeatedly indicated that they were not eager to make profits, and that they would not even talk about financial data until twenty years later.

< /p >

After P became a member of the luxury group, Chinese brands were unique in the group brand portfolio.

The group has also tried to develop these brands and invest funds, channels and media resources with its own experience of international operation for many years, but the effectiveness will still take a long time to test.

< /p >

< p > < strong > copy western mode < /strong > /p >

< p > if China has less strength in the luxury sector, Chinese brands in the fashion industry will be much more active.

Many Chinese designers' brands began to have a wide range of awareness, forming the "preparatory class" of China's local luxury brands.

< /p >

< p > March 2013, the "exception" of China's local brands has issued a notice confirming that the Chinese "first lady" part of Peng Liyuan's visit was designed by Chinese designer Marco, and the two brands of "exception" and "useless" were cooperated with the production.

< /p >

< p > two brand products from < a target= "_blank" href= "//www.sjfzxm.com/" > cloth < /a > to sewing, dyeing for environmental protection, and for purely hand-made.

First lady effect makes two brands become popular in a short time.

< /p >

< p > from Diana to Michel Obama, the first ladies often become the banner of their respective countries in the fashion industry, and they are also contributing to the fashion industry.

The debut of China's first lady seems to symbolize that Chinese brands are beginning to learn western mature business models and develop fashion industries.

< /p >

"P" in the just falling Shanghai 2014 spring and summer fashion week, Jicheng, Qiu Hao, Sheme and other designer brands come to the show one by one, fashion media, buyers, designers, investors together, a complete fashion industry chain floats out.

At the same time, some brands went overseas T.

Xia Zi Chen, a clothing brand from Taiwan, has been developing for thirty-fifth years. In October 2008, Xia Zi Chen Zai Paris fashion Zhou Zuoxiu was a member of Paris fashion week.

< /p >

"P", Prince Chen Shouxi, executive director of Xia Zi, revealed that many foreigners could not understand Paris when they went to the show.

But he felt he had to stick to his own style and work hard to expound Chinese culture and do something different from western countries.

From design to marketing, and even the idea of opening a shop, we all stick to ourselves and try to integrate Chinese and Western culture on this basis.

< /p >

< p > in addition to introducing fashion week mode, many Chinese garment enterprises have begun to develop many brands, and have many brands with different positioning and different styles.

< /p >

P, founded in Hangzhou in 1994, has a history of nearly twenty years. It also has many brands including JNBY women's wear, Croquis men's wear, JNBY by JNBY children's wear and so on.

Some stores in the south of the Yangtze River are open to overseas areas such as Japan and the United States.

{page_break} < /p >

< p > less accepting investment and not being bought by large groups. Local brands are confronted with business pressure at the same time of maintaining pure lineage.

When the economy fluctuates, luxury brands can use some brands to "run" and guarantee the image and quality of high-end luxury goods.

China's fashion brands alone are much less risk resistant.

< /p >

< p > < strong > first in China, < /strong > /p >

< p > to talk about "Chinese luxury goods", jade, tea, liquor, these unique Chinese products, there are already many amazing brands, but in jewelry, watches, fashion leather goods and other categories, China still has a long way to go.

< /p >

< p > how does China brand become an international brand and even a luxury brand? < /p >

< p > professor Michel Gutsatz, director of MBA and EMBA of Marseille School of Commerce, France believes that Chinese brands should first grow stronger in the local market and grow up in China.

In the process of development, we need to learn from others and understand international standards and international markets.

Chinese brands can even try to acquire an international brand and learn from it.

< /p >

< p > "to open more stores or open more markets in other countries, the principle is that the consumers in the domestic market can accept your brand and have a high degree of awareness of your brand."

Wang Ziwei said.

< /p >

P, on the other hand, China already has a good foundation for manufacturing and has the opportunity to build Chinese luxury brands.

< /p >

Armando Branchini, President of Italy Luxury Association, believes that there are many "a target=" _blank "href=" //www.sjfzxm.com/ "textile" /a "," leather goods, clothing and jewelry companies "in China. There are also many manufacturers of watch components. At present, 30% of the P watches are manufactured in China, but only assembled abroad.

< /p >

< p > Armando Branchini believes that China needs to set up an industry system gradually, starting from upstream raw materials, to the intermediate links of all B2B, and supporting the brand system of China as a whole.

< /p >

< p > as an Asian country, China can refer to its neighbor Japan.

Japan began to build international companies from the end of the 40s. Gradually, Nikon, Canon, SONY and TOYOTA came to the fore. In the second stage, Japan began to build luxury goods companies, and in the following decades there was a luxury brand that could compare with Europe and the United States.

< /p >

< p > "Japan has taken two steps. The path between Italy and Japan is the same. China should also seize this opportunity."

Armando Branchini said.

All industries in China should first create some big brands in the domestic market, either in the consumer goods field or in non consumer goods.

Next, we will make some "a href=" //www.sjfzxm.com/news/index_c.asp "brand" /a in the high-end field. First, we will strengthen ourselves in the domestic market and then go to the international market.

< /p >