Yang Dazhao: Local apparel brands have become market opportunities for luxury goods

Luxury is not a necessities of life. It is a product that exceeds the range of people's needs for survival and development. It has unique, scarce, rare and other characteristics of consumer products. In life, luxury brands enjoy a very special market and social status. For luxury brands, market share and frequent exposure do not determine their identities. On the contrary, it is precisely because one thing is hard to come by, but it also shows its luxurious nature. Luxury goods is a cultural phenomenon that requires the accumulation of time and influence of literacy. People who really enjoy luxury goods are those who truly understand, appreciate and indulge in them. Their love of a certain brand is often the vane of luxury. However, for the mass consumers, luxury is hopeless and may never be a dream. It is precisely because of this, it has aroused people's desire to chase.

It is still difficult for China’s apparel companies to create luxury products that reflect the healthy lifestyle. In a short period of time, luxury brands such as LV and CHANAL have not yet been produced. However, this does not mean that we cannot create a luxury brand. Chinese native luxury goods.

The first question to be explored is whether China's domestic luxury goods can be accepted and accepted by China's high-end business groups and high-spending consumers. For now, the answer is "no" and it is impossible in a limited future. Because luxury goods need traditional and glamorous cultures to shape, in China’s 5,000-year-old culture, we have yet to find a need for imperial power and special classes to be introduced in a traditional and innovative vision. In modern industrial civilization, the dynasty of the past is not a kind of innovation and progress. It is more destruction, the tradition is not respected, and the inherited culture is questioned. In the 21st century, it was discovered today that the core of the brand is culture, and luxury goods are a historical accumulation. The nation is the most viable. Compared with LV and CHANAL, what is the charm of moving customers?

Luxury goods are, in a sense, expensive but not practical commodities, such as watches. A piece of a thousand-yuan watch is not a problem with time, while a luxury brand watch is sold for hundreds of thousands. In terms of function alone, there is not much difference between the two. Formally, because of the high price of diamonds, it is not practical to be a symbol of social status. In the traditional Chinese concept, the most unskillful one is the impracticality of manufacture. s product.

DKNY is a well-known clothing brand in the United States. Many of its products are produced in China. If a product of DKNY sells for 600 US dollars, we can only earn US$20. These DKNYs produced in China do not affect high-consumption groups to buy. The key is whether we can create our own luxury brand. According to relevant media reports, luxury goods are divided into three classes: the first class is represented by Paris, London and New York, the second class is represented by Tokyo and Hong Kong, and the third class is represented by Beijing, Shanghai and Shenzhen in Mainland China. Therefore, we need to work hard to break through many problems that trouble us and look for opportunities in terms of concepts, design, and terminal services.

Opportunity 1. The low-end luxury brand survives in the market. Finding the customer group that is in line with its own product positioning is the primary issue. At this stage, China cannot clearly distinguish the social class because of the more than ten years of reform and opening up. Accumulation is growing at a geometric multiple, but it is difficult to define a culture represented by a certain class. At this stage, we can only confirm that there are only one purpose for certain people to consume luxury products: Expensiveness is a symbol of quality and identity. . As Chinese apparel companies choose to do luxury goods, whether we have the opportunity to, like the world's top luxury goods such as LV, FENDI, PRADA, FERRAGAMO, etc., in China as the first class, second class cities as the main development target, especially this year's Armani Zegna’s flagship stores have landed in Shanghai one after another, showing the brand’s efforts to grab the Chinese market. We can avoid the edge and lock in the second, third and fourth categories of cities as our development space, because in China, the consumer groups of foreign luxury goods are after all a minority, and there are many who cannot be distinguished from the social class to distinguish whether they belong In the scope of our service, there is only one standard that we measure. That is whether we can win this part of the consumer population by producing a product with a lower price than the top luxury product but with high value. This kind of low-end luxury has a great deal of space in China's future market. When companies are doing this market, they must pay attention to a problem: In China, it is already an international market. With the involvement of international luxury brands, the impact on our high-end consumption has already made them use an internationalization. The vision is to measure whether our products are worth the money. Under this circumstance, we need to use our understanding to make relatively low-end luxury brands that we can accept in order to attract the attention of consumers and gain opportunities for growth. Due to different concepts, our investment in brand maintenance, design, and terminal image promotion is far lower than that of well-known foreign luxury brands, such as CHANEL's No. 5 perfume. The company invested more than 200 million US dollars in product research and development. The promotion of luxury goods has made it difficult for many domestic companies to invest in our products. We have different markets and different labor costs. However, we can't care less about the low investment in design, terminal shop display and maintenance, and it will be difficult. We ensure that we can compete with internationally renowned luxury goods on the same platform to ensure our taste and characteristics. This requires us to pay attention to our effective investment and promote our low-end luxury, which is also a must for us to move from the low end to the high end. Road Opportunity 2. Imitation of Luxury From 1992 to today, the influence of many foreign luxury brands is gradually improving and deepening into the hearts of consumers. They saw Asians’ blind worship of European luxury goods, and they also saw the Chinese market. The huge space for its products. When we take the low-end luxury goods, we can also pay attention to another space—Imitating internationally-recognized luxury brands to impress consumers at a low price. The imitation here is not only about design, display, and display. In other respects, such superficial imitations cannot make us pay for consumers. But imitated through the following aspects: First, try to synchronize with Europe in the collection of popular information. Second, what designers want to do on product design is how to perceive the lifestyle of our brand positioning from the deeper level of design, how to imitate Europeans' lifestyles and feelings, and express them on products through design. Through this deep-seated imitation that does not lose one's own culture, there will be vision and development opportunities for creating their own luxury goods. At this point, we may wish to learn from Japan. As early as the 1960s, the Japanese government made huge investments to send Takada Kenzo and Mori Hideaki to study in Europe. During his studies in Europe, he has worked in famous brands such as LV. Through learning and imitating and combining his own traditional culture, he has made innovations and extensions. He has become a native of Japan and has become the only one in Asia who can enter Paris with LV. , PRADA, FENDI are famous luxury goods producing countries.

Today's China and the past can not be the same day, the increasingly mature market and the vast demand space, so that many visionary entrepreneurs see the future of luxury space for development, and hope to explore the above views with the industry's friends, in With the efforts of many parties, the perfect balance between imitation and innovation was found. When the Pandora's box of luxury goods was opened, a real Chinese indigenous luxury brand with Chinese cultural heritage was created.