- - luxury goods greatly hot China present situation brief analysis and native place jewelry brand development strategy discussion
The expert predicted that looking from the historical development, the manufacturing industry is having the luxurious brand possibility to be biggest. Because the manufacturing industry highest boundary is a handicraft, the handicraft is the wealth which duplicates with difficulty. Bingley, Rolls Royce, Cartier, buddhist gram elegant valuable, brands and so on Difuni, are because it needs the unique handicraft only then to be able to become famous in the world, but China most has the possibility to present the luxury goods brand the profession should in the jewelry, jade carving, chinaware and clothing domain.
2010 luxury goods greatly hot China
as soon as at the beginning in 2010, the luxury goods change the former low key the posture, occupies each large network newspapers influential position repeatedly, by the strong imposing manner announced soon initiates Chinese raging tide. The nearly all mainstream media forecast without one exception: The luxury goods not only tigerishly will live the prestige in China, will have the possibility China to push to the global first luxurious status in next several years. Although this forecast somewhat astonishing actually by no means leaves oneself open to rumor. According to the world luxury goods association official report said that the Chinese luxury goods expense total amount reaches 27.5% in the global percentage, wins the luxury goods expense second place throne.
The investigation showed that the Chinese luxury goods expend main force besides high-end society high-level and top rich and powerful people, day by day rises the middle class and the low-and-middle populace luxury goods experience expense community, some young white-collars are becoming the mainstay which in the future especially the luxury goods will expend. Their expense idea and the person of father's generation are different, they receive the good education, the pursue have had the personal status life, although the top luxury goods will not expend temporarily, but will also purchase some famous work gadget and so on to take one life style and the experience, will satisfy their innermost feelings each kind of psychological feeling, but this will be precisely is the Chinese luxury goods market latent huge expense group.
Along with global luxurious brand in China's fast expansion as well as Chinese economy constant rise, although China's luxury goods expend also not all-round blooming, but its real present situation is consumer buying power ultra, in the future the tendency will be inestimable. Moreover according to the Chinese luxury goods market performance in recent years, various luxury goods brand's annual report and the market appraisal, the public and press even government to the luxury goods industry's attention degree, basic may recognize that China already initially entered the fast rise period which the luxury goods expend.
The luxury goods start to enter the jewelry time
Although the present Chinese consumers to the luxurious brand are not very familiar, but since the overseas luxury goods have entered China on a large scale, China's luxury goods expend actually one year compared to one year increasing, even if in the economic crisis time, the Chinese also counter potential flies upwards, becomes the world second big luxury goods country of consumption, makes 27.5% contributions for the global luxury goods profession's total sales volume. However, said according to the related Chinese luxury goods market's memoir that China's luxury goods expense pattern is changing, already from the luxurious automobile, the yacht and the private plane changes the famous table and the jewelry, but the Chinese emerging middle class soon becomes the mainstay which the luxury goods expend, this means without doubt, the luxury goods entered the jewelry time.
Has this transformation behind to have many factors. For example, as a result of the global economic crisis's influence, China's top rich and powerful people social strata how many will also be received the impact, will also restrain in the expense many. The relatively large-scale yacht airplane says, the jewelry has the usability and the collection. More importantly, in recent years, China's middle class rose rapidly, they received not poor, the approval brand was the success, the status and the status symbol, they the luxury goods and successful and the lofty personal status related closely in together. Although, they have not afforded for a while regarding some luxury goods, but has these brand commodity intense desire, but the clock and watch and the jewelry draw close to their physical demand on the other hand, energetic demand as well as income, thus, to show off with the showing status, more and more rich races favor the purchase personalization high-end jewelry.
Now, Beijing, Shanghai, Guangzhou, Shenzhen and so on an eight city's high-end feminine scale has achieved 1,670,000, this emerging community mostly holds the post of the enterprise high tube, the income is high, displays unique rigid regarding the luxury goods. They pay attention to each kind of popular fashionable information frequently, depending on own ability purchase famous brand goods, its private car holding rate reaches 53.5%. in this emerging community, they more will focus in eagerly anticipate in the future the fashionable tidal current, will show its lofty makings and savors. Much less, the woman inborn love jewelry, takes the fashionable female, it would be better if most important equipment beautiful graceful semblance, but jewelry its magnificent and expensive makings, radiant ray with this kind of high-end feminine conjunction, thus, along with the world top luxurious brand is jewelry brand entry specially in abundance, they also grow day by day regarding the high-end jewelry's consumer demand.
Some people once carried on the luxury goods expense crowd the classification, some people are to gain the luxurious experience, some people are to flaunt the wealth, some people are to eagerly anticipate the tidal current, some people are to appreciate and collect. Which kind of expense psychology crowd but regardless of has, the jewelry takes one consumable, both can integrate cultural and the spiritual element, and can flaunt that the individuality and showing savor, its classics' design styles hair art wields the acme, has the connoisseurship and the collection value, is precisely because the jewelry has catered to the luxury goods expense crowd's multiple demands.
Chinese jewelry for what reason absents the luxury goods
If is only takes the jewelry one kind of luxury goods to regard simply, actually the Chinese any jewelry enterprise has the production and sales luxury goods ability. The Chinese numerous jewelry Production enterprise and the retail sales brand, its make and the sales product luxurious degree are not inferior to the famous jewelry brand product internationally.
However, when the numerous international major suits open the retail shop broadly in the China coast developed city circle, grab high-end expense crowd's time, we actually discovered that China's jewelry brand also pauses is serving two, three urban ordinary popular consumption communities. At present, in the universally accepted top luxurious brand already had surpasses enters and is stationed in China most likely, divides up land a minute place in the economical developed area's big or media-sized cities to be busy the delight. Absents regarding Chinese jewelry brand for what reason in the high-end market, with the popular words said that does not have the luxury goods brand in the true sense.
The Chinese jewelry brand lacks luxurious, mainly manifests in the Chinese Jewelry Enterprise lacks the operation luxury goods brand consciousness, namely idea and thought. China's merchants often focus on the short-term, lacks the cultivation luxury goods brand the cultural self-control. They are not willing to invest establish the money which a brand needs, the time and the energy, they were yearning for repays fast, therefore their prospect in local, but is not international. The cultural merchant, the senior economist money wave had said what one says,baby doll, accurate arrives in view of the present Chinese Enterprise.
Since continuously, the luxury goods often with the success brand, the perfect quality, the outstanding design idea and even the history have precipitated, the cultural inheritance relates in together. Any historical glorious well-known brand, has had founder's thought and the life fervor. When he establishes the brand, his life and the idea, become the brand the soul.
For example originated in 1893, had hundred year long history imperial woody plants to enjoy the strength to reach perfect and the unusual craft fine reputation. In 115 year historical mighty current, ever not interrupted pursues the breakthrough, insists to unify the specialty, exquisite craft and originality, although is the management very popularity pearl product, but because of its brand influence, when the pearl accessories degenerate into the Chinese market the stall goods time, the imperial woody plants product sales volume has actually wished luck on moving to a new home the international pearl accessories front row, widely receives the political circle celebrities, the star video, the social renowned young women favors, but this all successes stem from its founder imperial woody plants , good fortune lucky gentleman to use the world women the pearl to dress, dissemination pearl art to the global each corner's sincere ideal, as well as the imperial woody plants brand perseveresHundred year extension.
When we discovered that an entrepreneur does not have the strategic judgment, to the brand concept, the connotation understood when on also lacks,koala baby boutique clothing, then its brand produces the majority of high price product will reduce for the common product set-off. It can be said that the thought and the idea have decided the Chinese jewelry brand future path. Only the change thought and the idea, carefully examine the brand earnestly the importance, the Chinese jewelry brand can not abandon by the luxury goods.
Now, not only the numerous luxury goods brands (including jewelry brand) already paid attention to China's inland big city and a coastal open city, during the maintenance high-end localization and brand image's, the great potential which and the economic interest the Chinese market contains lets them two, three cities integrate as if by prior agreement its expansion domain. Perhaps which one day of Cartier, Diao, luxury goods manufacturer's and so on Omega President, general manager once more arrives at China, when and visits these cities, perhaps the Chinese jewelry brand wish turning over is too late.
How to found the luxurious road
China does not lack the culture, does not lack the technology, also does not lack raw material; However, the Chinese jewelry actually lacks the culture, lacks the history, lacks the marketing, lacks the original design.
Just like Chinese native place high-end jewelry brand TTF jewelry president Wu Fenghua when accepted "Fashionable Jewelry" monthly publication reporter the interview said that besides the thought and the idea this core factor, the Chinese jewelry brand in the cultural excavation, in the marketing skill and the design creativity's weak trend became present has prevented the Chinese jewelry to move toward international, entered into the luxury goods brand the stumbling obstacle. The jewellery ornaments achievement has uniquely, scarce, precious and so on characteristic non-daily necessities, the entrepreneur when manages the brand, should in these aspects take seriously with the actual effect execution. The genuine jewelry luxury goods brand, is, has the long-time vitality brand which is recognized by various countries' consumer, she has had the cultural connotation, the design fabrication technology, the managerial talent, the marketing promotion and so on base element, has concentrated the most advanced technology, most harmonious product esthetics, as well as personalized and user-friendly quality connotation.
Is advancing to the global biggest luxury goods market regarding one country, China hoped anxiously can have belongs to oneself native place luxury goods brand. Regardless of being stands in the national dignity or the commercial interest says, the people were hoping this desire can realize, moreover is quicker is better. The jewellery ornaments will be a future several year expense grow one of quickest products, will establish the native place high-end brand is as soon as possible appears imminent. As management jewelry brand's many entrepreneurs, how hold the turning point making brand under the good environment, develops the international market unceasingly, the promotion brand international standing, creates a native place the international jewelry luxury goods brand, has become the question which everybody needs to discuss.
Definitely own native place culture
First we chat the culture. The culture is a national foundation, simultaneously is also the brand soul. The brand needs the culture, looking from the numerous international luxury goods brand historical development, we are not difficult to discover, the culture manifests regarding a brand's comprehensive strength has the very vital role.
The establishment in 1879 valuable standard Li jewelry, because of has highlighted own cultural characteristic, but pursues for the common people honors. In the 20th century early time, when the European and American jewelry wallows in the Buddhist ritual procedures culture and design style time, valuable standard Li on groundbreaking utilizes Greek and the Roman classicism culture element, in addition Italian exquisite manufacture art, has accomplished the valuable standard Li product unique culture artistic style. Its color matching art time four overflow, the sparkle is eye-catching, is deducting the fashion alternately and elegant, enabled it at that time the short time in the numerous brands blooming, became is in the world few in number, was maintaining throughout the exquisite production process and unique traditional culture style jewelry business one.
In China, also has such forerunner at present, although receives the Chinese whole expense idea and the level is not high, and worships foreign countries the thought serious influence, but still had the enterprise to dare to affirm that China's traditional culture, and obtains the international approval for this reason. For example the TTF jewelry, was established in 2002,kids toys, the localization high-end and insisted that the original the young jewelry company, after having experienced eight year development, finally relies on its exquisite production process and the creativity design, as well as obtained global most well-known jewelry clock and watch exposition - - Switzerland Barthel international clock and watch jewelry exhibition's agreeing to China traditional culture's promotion, entered the 2nd hall and with Difuni smoothly, valuable standard Li, Hai Rui Winston and so on international top jewelry manufacturer displayed skills with the field.
Insisting that designs the manufacture is the basis
It is well known, a luxury goods brand's success, has the formidable design strength with him to be inseparable. The good brand at the beginning of the establishment is for the manufacturing best product, the founder when establishes the brand, all time, the energy and the funding invested to above the product original design and the research and development manufacture.
The valuable poem dragon's establishment comes from year only 28 year-old designer Boucheron., but in the valuable standard Li its founder rope peduncle Austria's two sons crave in the manufacture gem jewelry, they in the jewelry production take the color as the design essences, originally carries on the matching combination with many kinds of different color's gems, to cause on jewelry's colored gem to have the perfectly round gentle feeling, valuable standard Li also studies in the manufacture is popular in East's torus surface cutting law, replaces the multiple facet gems by the torus surface gem. This to the European and American tradition jewelry tidal current then, may say that was one time has the enormous shocking innovation.
Moreover like the Cartier jewelry, in its family's third generation Louis , Joseph, Cartier gathered the renowned jewelry designer and the superb skill diligently the artisan, caused the design unique decorations harmoniously to manifest the Cartier style. This Cartier culture - whole world brand network - inspirational figure at that time not only invited the designer Charles , outstanding storehouse to create the world first-class jewelry accessories for him, was lets outstanding female designer Ms. Jennie , Du Sang offer the puma classical jewelry design for it.
Manufactures like the buddhist gram elegant valuable secret type crustification law, its mystery is a tiny gem by the textile form crustification in the very fine gold or the platinum grid. The trace, the day became quite the same as, conceals the type crustification law to achieve the jewelry craft extraordinary boundary, was the jewelry processing domain immortal myth. But in this aspects, China's jewelry brand also positively put in the research and development strength, and has made the encouraging progress, like the TTF jewelry micro aerosol crustification technology, the star light reaches the jewelry to inlay the technology exquisite, the reason and US jewelry's lotus flower diamond crustification technology and so on.
Let the customer sensation your brand demand
The brand needs one to belong to itself, and conforms to its development core demand, he is about the brand spirit and the connotation one responsibility language.
The brand demand's core element is not the so-called optional creation and proposed that its essence is needs through the very strong logic, carries on the related proof inference to be able to obtain. We when propose the core demand, needs to consider the consumer accepts the custom, as well as factors and so on brand history and related core technologies.
For example Xiangnaier builds the forever precious feeling to expand for its global strategy, is the precious collection brand connotation which has followed by it is the foundation; 200 for many years has concentrated on the jewelry design manufacture the French spacious US jewelry, is honored as seeing on the palpitation acceleration, can produce the unequalled valuable thing the top jewelry brand; German automobile brand Maibahe reaches as high as more than 5000 ten thousand Yuan luxury cars by its selling price, but has annotated its symbol perfectly perfect and the luxurious demand; Bingley is lets the customer have this whole life you not to want to have it, can have a liking for the sense of distance which and the exploration desire one is you are honored. But takes one to have several hundred year historical legendary champagne brand, song of victory emperor sign champagne ice cube this year in mainland China market's being published, is to the brand continuously positive initiative song of victory life style - - graceful explanation innovative spirit, perfect deductive life art's one time salutes.
Generally speaking, the brand demand must certainly tally the goal expense group demand, including the functionality and emotionality, if cannot cut into propagandizes own brand connotation, in the future promotion, will give the brand operator to bring many troublesome or the nonessential expense disbursement, in our opionion, Xiangnaier, spacious US, Bingley, song of victory emperor sign and so on international brand when promotion just right has utilized consumer's emotionality demand, today only then can be able to obtain the so great success.
In the future, the Chinese jewelry will have how many possibility
The Chinese culture has 5000 accumulation, we have the burial figures of warriors and horses, has Imperial Palace, regardless of which angle looked from, China had has had the luxurious brand cultural history precipitation; But the luxury goods are cultivate slowly in the material life, looks like Britain's gentleman, is gradually influences slowly depending on the time. The feeling which this is Chinese some brand mister when accepts media reporter sends out.
Indeed, according to the present national condition, no matter is the overall synthesis power of consumption expends consciousness, China's consumers were still in the luxury goods to expend the mature stage. This had decided the luxury goods expend the environment also requires period of very long time to build, expends the idea the promotion also to need to change slowly and to cultivate. Present's situation is the Chinese consumers worships the European and American culture to be as before serious, when choice purchase product possibly favors in the overseas brand. They the reason which does not approve regarding the native place high-end brand besides the brand history is short, but also includes the design, technique of manufacture, cultural connotation and service. But is the present Chinese many high-end brands in fact, including the jewelry brand, certain aspect strength is not inferior in certain overseas brands. China is only lacks a system's brand construction with to propagate experiences. Industry in the expert believed that invades China's while the global each - whole world brand network - big luxury goods brand, the Chinese entrepreneurs needs to use the long-term judgment to treat the brand the mold and the development, rams the brand foundation earnestly, in the team constructs on, like the design, the manufacture technician, the hard currency, the brand promotion, aspects and so on cultural reconstruction increase dynamics and the funding invested.
The Chinese national condition had decided after our brand needs to do in a big way first, does again strongly, although the present China overwhelming majority jewelry brand does not have international luxury goods giant such deep background and the historical origin, but in the long run, China's culture can create for the jewelry brand with is on a starting line with it the environment, this from the numerous international major suits in the product design, the display window design, in the advertisement photography we may see massively using the Chinese culture element.
The expert predicted that looking from the historical development, the manufacturing industry is having the luxurious brand possibility to be biggest. Because the manufacturing industry highest boundary is a handicraft, the handicraft is the wealth which duplicates with difficulty. Bingley, Rolls Royce, Cartier, buddhist gram elegant valuable, brands and so on Difuni, are because it needs the unique handicraft only then to be able to become famous in the world, but China most has the possibility to present the luxury goods brand the profession should in the jewelry, jade carving, chinaware and clothing domain.
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