The reason is the luxury brand for luxury brands, depending on its expensive price, and through unconventional means of communication, allowing users to unconsciously accept the brand, understand the brand's meaning - in short, is to accept the reasons for high luxury brand.
Main feature is high
"Why would you back LV bag?"
"Because that is carrying Qiana carrying a LV!"
We all know that ESPRIT, also know LV, but why when people when carrying a backpack ESPRIT, much less the kind of self-confidence and pride when using the LV more strongly? Because we all know how expensive the price of LV, LV never know discount. Its essence is to "luxury brand" in the hints and associations play an important role!
"Luxury", that "luxury", with a very high price has a material or the resulting experience.
Luxury brand is relative to the general public for the brand and the concept of premium brand, this concept is not precise, but it is clear there is only one of its main features is the relatively high prices.
We often say that sub-grade products, that in fact the same kind of products there are different prices in different price range and has a range of different brands. And different price range actually corresponds to different customers. Buy and wear and buy a Rolex and Swatch wearing completely different person, open and open Jetta Bentley is a man who can not.
If one day, it was 400 yuan a piece of the Rolex intend to sell it to you, you react? The first reaction you might think this piece is a fake form, or be stolen property. But if the official website by Rolex, Rolex you surprised to find that the price is indeed lower global synchronization, then, had spent 20,000 yuan to buy Rolex consumers will angrily throw the piece of table nook in the corner, but no longer wear. The brand's own initiative to lower grade, which the original customer that the brand is no longer valuable, they will leave it away. Pierre? Cardin is a precedent.
Symbols of success and wealth
Selling luxury brand goods, of course the better, so it might make more money; but once it reduces its price, it immediately lost the meaning of luxury brands, and then lost the desire in it. Therefore, luxury brands must be a relative "luxury" of the price. And, importantly, the general public must know the luxury brand's "expensive."
Between luxury brands and luxury while the core difference is: The high price has a symbol - the brand. LV handbag is the best selling of its most eye-catching that a Logo. Men's T-Shirt Armani on words if you do not appear, seem not so casual.
Why people are willing to spend a high price for a symbol then? A Polaris vehicle owners thought process might give us the answer. Travel consumers need is a tool, he hoped that it already has a nimble, powerful cars - Bora. But at the same time, he there for the Mercedes-Benz is a deep psychological desire. Why create such a desire, there are three factors at work:
1. He did not have a Benz.
2. Benz expensive for him, he has a Mercedes Benz does not yet have the strength.
3. Open-Benz means success, people will think you are rich.
In fact, the Mercedes-Benz, and Polaris is the only physical difference between:
1. More expensive
2. Better quality
However, from the perspective of the community, Mercedes-Benz drivers and Polaris are two people: the pursuit of successful people and successful people. Thus, the core of this gentleman to buy Mercedes-Benz became clear and simple reason: He actually bought a success symbol, is itself as proof of successful people!
Luxury brands, because of its high price, bear an important mission: to be able to take ownership of this high cost of luxury brands among the specific symbols! Like the title, name, badges and other symbols used to be the aristocracy, as is the luxury brand's symbolic significance: the success and prosperity. The success and prosperity is the people's struggle for economic and social objectives, desirable state. This way, the luxury brand specific group of people to communicate with the outside world through to the people to mark their property, and other distinguished people, and get a variety of group solidarity.
5 reasons supporting luxury
How to build a luxury brand? More than a few words can not answer the question, luxury brands to establish not a single day.
The reason is the luxury brand for luxury brands, depends on the pricing, its pricing is quite different from ordinary brands. Luxury brands consider the pricing, the first consideration is who is the consumer what he can afford to accept the price level of products and brands available in the market price level, finally, is based on production and operations costs, and expectations determine the profitability of the final product price.
Luxury brand can never be a price war. When its price down to everyone can afford, and rich enough supply of goods, enabling most people to have the brand when the brand or products already given up as a luxury brand, posture, become a common brand . It actually has withdrawn from the luxury brand's competitive position.
Of course, only determine the price, you can not allow consumers to purchase any products, luxury brand operator is well aware of this, they are priced the same time as the high prices will provide strong support for the reason that straightforward, that is, "What makes us so expensive?." Here are some routine reason, though conventional, but very effective:
1. Unique designer's inspiration is the reason, Armani is the reason for Armani, Tom Ford is the reason for Gucci;
2. Be admired customers is the reason, Rose Royce British royal family is the reason, Tiger woods Tag Heuer is the reason;
3.'s Unique process, technology and materials is the reason, the table never worn surface radar and Jaguar is the reason for the use of aluminum body;
4. Origin and producer is the reason, Made in France and Made in Tailand brings different associations, Bentley relishes the UK's top craftsmen hand-stitched leather seats;
5. Long brand history is the reason, the United States in 1837 and 1847, Tiffany Jewelry French Jewelry Cartier, 1856 years of British Burberry trench coat has sufficient capital for the story and use the brand.
All luxury brands have there strong, can withstand repeated scrutiny of the real reasons to support its high price. Then, all the details: the location of shops, store design, display, service attitude, product quality, print quality ... ... are constantly enriched, interpretation, and strengthen the reason for high prices for luxury brands. Consumer concern for luxury brands continue to make them look, continue to understand and experience all of these knowledge, understanding, experience and judgments and make unremitting joint efforts of manufacturers and consumers will form a strong preference, constitute the brand conviction.
Luxury brand in this area, whether the operation of clothing bags, watches and clocks jewelry, automobiles or wines, the competition between us, not the scale of operation, nor is it cost-effective, of course, these are important factors for success, but the key One success factor is whether the brand can become a classic symbol of social class.
If you succeed, you earn money, what car you drive? What form would you take? What will you wear a suit? What document would you use? What would you use briefcase?
Most people will say: Mercedes, wearing a Rolex, wear Zegna, Montblanc writing with the back LV. After years of hard work, these brands have been known by the public, approval. They have become symbols of a particular social class, for the owners and the owners desire for possession of these brands have a clear meaning. They are the mainstream luxury brands, they succeeded in getting the majority of the public have the desire.
Unique transmission gain a competitive
For the competitors, how to fight them has become a mainstream luxury brand to open a new path.
BMW of "driving pleasure", the Audi with "technology" will be a distinction between themselves and the Mercedes-Benz. OMEGA with celebrity endorsements, Tag Heuver to luxury sports watch Rolex position different from the professional taste.
Furthermore, we need to spread through the clever brand name and will be key features of its core to create an impression in the public minds.
Audi in "I Robot" to display a strong sense of modeling the future, and taking advantage of the introduction of the leading products: the new Audi A6; 007 chic to sip Finlandia martinis, driving the almighty BMW, wearing a powerful The Omega watch, ask you not want to like him have a wonderful life?
In the pop star, Ricky Martin Latin King interview, if he inadvertently opened the suit buttons, exposing printed Armani Jeans logo T-Shirt, you are not suddenly find the love of the Armani, the same as his and Ricky Martin taste?
French Art Exhibition in parallel with the top master impression is brand CD tribute to the masters. When you see the dazzling array of costume jewelry and CD Manet's "flute boy" shoulder to shoulder and out, you are not also on the CD, is deeply impressed with the taste and temperament?
These are carefully planned communication and behavior, the conventional communication activities is difficult to fully reflect the high status of luxury brands, only the spread of unconventional means to allow users to unconsciously accept the brand, understand the brand's meaning - in short, is to accept the reasons for high prices for luxury brands.
China's road to the development of luxury brands
Luxury brands come from Europe, the United States, Japan and other developed countries. As a developing country, China is also the opportunity to develop their own luxury brands? The answer is yes.
The first is "used", means that we will use the capital acquisition international luxury brands. Dickson Poon in Hong Kong has a long-established family on lighters brand STDupont, this brand started the lighter products in addition to its other, has now been extended to stationery, accessories, clothing, watches and other fields. And Dickson Poon family holds 55.52% stake in STDupont group is absolutely controlling shareholder.
Secondly, we can develop a new luxury brand from scratch, as long as there is currently China's luxury brand consumers, there is a potential market opportunities. Currently in China, has a similar preference for more and more people spending more and more people for the luxury brand shone. A recent report noted that China's consumer market is the luxury brand's growth rate to 20% of the rapid development of 2015, China's luxury market will reach 11.5 billion U.S. dollars, then China will become the world's largest consumer of luxury brands countries.
In the next ten years, due to backward technology, we may be hard to see the emergence of China's Ferrari. But in the clothing, bags, watches, jewelry and other areas will very likely China's Armani, Tiffany and Rolex. For example, in the spirit of this industry, "Shuijingfang" and "National pits 1573" is already a successful model.
China is the world's factory, the production for the global consumer apparel, accessories, luggage. In this area, regardless of production scale, production technology and production management level, the Chinese native with good corporate practice have global competitiveness. If it wants to grow further, just take a step - you can own brand. In fact, these manufacturers, the most important is the ability to operate with luxury brands.
Operational capabilities of this luxury brand is actually innovation. For example, in apparel, silk and embroidery if the focus on these unique materials and processes in China, inviting world-renowned designers for fashion design, and the trend of simultaneous Milan and Paris, is not able to create a new luxury brand?
Success depends on ability to open a new path. Another way, in fact, is innovation. With the spirit of innovation to find unmet needs of consumers looking for new materials and processes, developing a unique taste and style, courage to go abroad, international marketing.
10 years later, we might see this scene: Parisians to drink China's top liquor brand as a lifestyle symbol of Milan's rich Tang suit to wear high-end brands to participate in Party of China are proud to wear a lady in Tokyo the glory of the Chinese luxury jewelry brand.
But all this presupposes that we really understand what a luxury brand? Its origins? Its buyers and their purchasing behavior? Its method of operation? On this basis, we can explore together the development of China's road to luxury brands, and effective practice.