The Road Of Luxury And Luxury

When there was a rush for the luxury of the gods to become a crashing car with all hands and even fake goods, the noble and rare image was no longer in place, and it was also vulgar. The expansive market and the delicate mentality test the strategy and purpose of brand operation. Are they reserved or bold, low-key or publicity? When the image is frustrated, how can we save the luxuries of the altar?

The definition of Luxury in the dictionary is "a kind of consumer goods beyond the scope of people's survival and development needs, which is unique, scarce, rare and so on", also known as non life necessities. These goods, which are far more intangible than those of tangible value, are not only popular because of their excellent performance, but also because of the significance of too many brands. Buyers are able to satisfy the desire for life without limit by owning these additional values beyond practical significance. Therefore, when the ability is rich and the right to choose is enough, the connotation of luxury is actually an important factor to decide whether or not consumers want to buy.

The image was frustrated and went down the altar. Luxury brand

With the growing maturity of the high-end consumer market in the world, the luxury industry has begun to follow the path of industrialization and collectivization. Pursuing profits has become the primary aim of many brands. While many famous luxury brands expand their market capacity, they gradually lighten the brand weight due to the failure of their business strategy. When the big name goes down the altar, the original luxury and noble brand connotation is lost, and the virtual added value that brings consumers "glory" and "satisfaction" is also lost.

LV -- a synonym for "rapid digestion" as a luxury product because of its rapid expansion. Since 2010, LV has announced that it will break through the layout strategy of China's first and second tier cities and plan to enter the three or four tier cities in order to gain a higher market share. However, LV is losing its brand value when facing too many stores, products everywhere, lack of sales and customers fleeing. Contrary to the rule that only "top niche brand" can be called luxury, popular, high street and wide range of LV outlets are losing high-end customers.

Cartier -- Cartier, which has more stores than LV, has led to a decline in brand value due to a large number of advertisements and numerous stores. Among the international luxury brands, TOP10, the number one shop in China, ranks 224 in the number of Cartier stores in China, and is far ahead of second BOSS's 142. The lack of high-end jewelry recognition, and the LOVE series of around ten thousand yuan was once regarded as a symbol of upstart because of the hot sales. It is also reported that the service attitude of many Cartire stores in China is rather cold, which is harmful to the brand image.

Chanel, the most noble and cool Chanel, has been over commercialized for producing yoga mats. A famous fashion critic once said, "if the Chanel manufacturers start to aim at the hot spots and what products will produce, then the luxury industry is really corrupt." Most people expressed regret that Chanel made yoga mats or even involved in yacht making. The current successor deviated from the original intention of Coco's establishment of the brand, and the confusion of product lines would inevitably lead to ambiguity in brand positioning.

Ingenious operation to maintain the high-end connotation of luxury products

If all the diamonds in the world are thrown into the market, its value will go down. As a diamond dealer knows how to develop the market with caution, as a special product such as luxury goods, it is particularly important to balance the scarcity and commercialization of its brand. This is indeed a technological activity. It is obvious that some people have been trapped and others have gained fame and fortune.

Patek Philippe's balance - Patek Philippe's ability to maintain its brand's superiority and height is directly related to its balance ability. We must increase output under the premise that quality is not affected, that is to increase production without causing flooding and reducing brand value. Patek Philippe generally controls the proportion of capacity and demand between 1:1.2 and 1.5. Under the current circumstances, Patek Philippe's output increased by only 2%. Cautiously expanded to maintain the high-end image, and has won the pursuit of rare experience. High-end consumption People's market.

LV, Gucci, Burberry to logo - no Logo bag, hidden pattern male bag, covered with fur, give up the unique logo of the women's bag, no classic grid windbreaker... It has become the new trend of LV, Gucci and Burberry that has the most "eye-catching" Logo. A good market return shows that low-key and prudent luxury has become a new attitude of multi gold buyers to luxury. Perhaps, as the commentary says, in a changing economic environment, "calm emotional expression" is more important. And the big players seem to be working towards the goal of "Muji".

Hermes high-end customization - luxury luxury customization is not only rare, but even you. Hermes has always insisted on customization, and its world-renowned customization level explains what is "custom win in technology design". There were Japanese customers who wanted to make a HELLO KITTY style Hermes package, and Hermes also made their proud customized products according to their needs. The luxury of high-end custom can hardly find signs of brand appearance, while users are fond of their uniqueness.

After all, luxury is not a fast food product. It is enough to expand capital and courage while giving consideration to brand temperament and connotation. The altar is high above, not everyone can sit still. Fortunately, these frustrated brands have high popularity and new business strategies. product positioning It is not difficult to regain the hearts of the people. In the final analysis, the gold masters do not stunt the price gimmick taste, explain the low-key luxury connotation.