Luxury Goods Must Be Pformed To Provide Real Luxury Services.

Facing the current adjustment period of the luxury market, Zhou Ting, President of the Institute of wealth quality, thinks the overall trend is optimistic.

Zhou Ting said that the luxury group should focus on improving the service and shopping experience in the Chinese market, which is conducive to the current expansion of luxury consumption outflow. Second, we should increase investment in marketing, re establish and establish contacts with consumers, and strive to win the consumer in the future market rebound.

Zhou Ting also suggested that

Under the current market environment, it is still open to question whether we rely solely on the strength of one person to change the brand's fate solely by changing executives frequently.

Similar to Mulberry's light luxury brand, we should consider re positioning the market.

Or completely pform the fashion brand, or individually create ultra high end luxury for the individual needs of consumers.

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Since last year, the pformation of several major luxury goods groups has also revealed the self rescue signals that are taking place in the industry.

As we all know, lifestyle products have higher added value of products.

This is a new breakthrough for brands experiencing difficulties.

Not long ago, Kering decided to withdraw its brand Gucci glasses category management rights, and launch the strategic plan of self employment in luxury and sports field glasses business.

According to the insiders, pformation is the direction that the luxury sector has to think about.

In the face of the fact that Hermes has outgrown itself as a luxury industry to maintain high growth, it is the future direction of luxury goods from selling LOGO to consumers, providing products with higher quality services and processing the best products.

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Zhou Ting, President of the luxury goods field and President of the Institute of wealth quality, in many manufacturing industries, there are recall mechanisms for the same batch of substandard products.

Luxury brands also support unconditional return in Hongkong. It is easier to return them in stores in Europe and America. Sometimes, they do not even need to produce the shopping vouchers.

At present, many luxury brands' after-sales service in China does not conform to the corresponding standards of the state's protection of consumers' rights and interests. Luxury brands also believe that the Chinese people do not understand the international luxury service market if the information is closed.

Enterprise brand consultant and brand strategy expert Li Guangdou: ZARA is now the world's most famous fast fading clothing brand, its product positioning is cheap and targeted at mass consumption.

When the brand is strong enough, he will think that negative exposure will not shake its market position at all.

Another problem is that the quality problems of these exposed garments are "painless" for some young consumers.

When these young consumers spend more than 100 yuan on buying a dress, they may only wear one or two times, they will not care too much about the quality of the clothes that may exist.

At the same time, under the environment that China's fake products and quality are generally not high, consumers have already had "tolerance psychology". They coexist relatively quietly with forgery, pollution and low quality. They are not sensitive to some quality problems, and also condoned the brand behavior to a certain extent.