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The Potential Of China's Luxury Market Is Bigger Than That Of Luxury Marketing.

2013/10/8 22:43:00 24

After the "two sessions", the Beijing market returned to the peak season, many brands returned more than the return period, and the digital marketing became a big trend, P.
 in marketing and brand expertise Mark Ritson's experience, "luxury marketing is actually more difficult than ordinary a href=" //www.sjfzxm.com/ "brand" /a ", because he needs to persuade people to buy goods that are not essential at a high price at a very high price. If consumers can not afford to buy Hermes Birkin handbags, they can be satisfied with having a Hermes scarf, which is a perfect marketing result. 
Less than p years ago, luxury brands, from the European and American markets with mature consumer psychology, have entered the Chinese market where luxury goods are still young. Facing different consumer groups, marketing strategy is naturally not just a show to attract attention, it needs to adjust strategies for different markets, and also needs to persist and change in the evolution of technology. 
According to the latest research report, China has become the world's largest consumer of luxury goods in 2012. According to Bain statistics, the Chinese have consumed about 25% of the world's luxury goods or services. By 2015, this figure will rise to 34%. 
 increase customer viscosity /p >
 the ultimate goal of all marketing is undoubtedly to increase sales, but the long-term goal of luxury marketing is subconsciously < a href= "//www.sjfzxm.com/" > brand < /a > implantation. Perhaps not all brands need to start from the identity of young brands, just as they build their own luxury goods. But every time a luxury brand enters a new market, or every time a new product is launched, increasing exposure is often their opening statement. 
 especially in the Chinese market, symbolic consumption still belongs to the origin and origin of luxury goods, which determines the importance of a luxury brand. It is known that you can let others know the value of the products you use. Therefore, under the premise of no disqualification, the essence of luxury marketing in China is to make more people contact and understand it. 
Take P, the most attractive French high-end brand Hermes, for example, the French brand originated in the 1837 is a representative of luxury goods with classic orange and chariot logo. It is also one of the indicators commonly used in luxury market research. In the development of Hermes in recent years, the sales performance of the Chinese market has added a lot of credit to Hermes's earnings. 
 this is because although the strategy of Hermes has not changed a lot around the world, Ke Ruihan, director general of Hermes North Asia, has said that as a global luxury brand, Hermes will not focus on a specific region or a specific group of customers. Strategic investment will not be affected by the economic environment. However, the pace of its implementation strategy will be adjusted. Its overall development in China is to build a high quality flagship network in the main cities, and to provide diversified services to local customers. "FlorianCraen" 
In addition to P, Merrill Lynch has recently released a survey showing that there are 59 Gucci shops in China, while there are only 48 Gucci shops in Japan, and Louis Vuitton has 41 stores in China, 58 in Japan. 
 for this reason, the founder and CEO Charles de Brabant of Saint Pierre. Brabant Li&Associates, a luxury brand consultancy, believes that there is still much room for development in China, such as Prada, Chanel and other brands, especially in the women's clothing market. 
 sales according to local conditions 
 increasing customer contact is actually a general market entry rule, which is effective for attracting new customers. At present, about 67% of the growth of the luxury market in China is coming from new consumers. Therefore, in the Chinese market that focuses on developing new customers, the meaning of "show" will be stronger in the marketing method of luxury brands. 
 because in China's luxury market, luxury goods, especially luxury goods, are usually purchased as gifts. Many special sales rules have been spawned. 
 for example, since it is a gift giving, it is inevitable that size estimation errors or styles do not like the situation. Therefore, April and May is always the peak period for the return of the major luxury stores, especially in the Beijing market. For this reason, many brands will provide special replacement service even if they exceed the stipulated time of delivery. Take Dior as an example, the normal replacement period is within 14 days after the sale, but the sales of Dior will be adjusted according to the actual situation. 
 in addition, in the face of complex market and Chinese consumers who prefer to buy luxury goods abroad, Hermes has implemented a very flexible pricing strategy. In January 20th this year, the price of some parts of the Hermes China special counter was raised, while the price of some accessories was lowered. This price adjustment makes the price difference between Mainland China and other regions smaller. Hermes wants more Chinese customers to buy luxury goods in China. {page_break} 
 digital trend .
 at present, because of the growth of Chinese market, all luxury brands can be pointed at the Chinese market. With the surging digital trend, people are accustomed to the luxury brands such as television, fashion magazines and other traditional ways of communication. They also begin to realize the importance of digital marketing. They have begun to try the Internet and new media applications, such as microfilm, APP applications and so on. 
 for example, since March 2011, LV, GUCCI and other luxury a href= "//www.sjfzxm.com/" > brand < /a > have been launched micro-blog; in social networking sites, Kaixin, watercress online, Burberry and so on have also opened the brand homepage; even in apple APPstore, users have been able to download Gucci, Valentino, and other brand software. 
 it is learnt that Burberry has recently launched a Burberry Kiss game with the Internet giant Google. The way of production is simple: open Google browser and log on to kisses.burberry.com, let the camera record the lip shape; or open the smart phone or tablet computer, then kiss the screen, then you can grab your lip print. Users can also choose 5 different brands of brand lipstick to improve their lips, and of course, men can also choose lipstick free options. After that, the kiss crossed the sea with personalized animation content and had a romantic collision with the recipient. 
 for this reason, Nick Wheeler, general manager of triumphal public relations Beijing company, said: "there are two main reasons for the online marketing of luxury goods: first, the lifestyle of consumers is changing, and the loyal consumers of these brands begin to consume online, and customers gradually show the trend of consumption. Potential consumers in the future are also online. In order not to lose customers, luxury goods begin to pay attention to digital marketing. Two, the way of communication is changing. The one-way information dissemination has been replaced by the interaction and sharing of interpersonal network. The influence of word of mouth has become an important driving force for the development of the brand. 
 only in the luxury industry, although more and more brands are investing more in improving and improving the digital experience of brands, most of them are cautious about wait-and-see attitude. Many top brands still sit quietly in the altar, especially some old fashions or leather houses in Paris and Milan. They still think that digitalization will weaken the essence of experiential services to some extent, and will spread the image of "popularity" of brands, which are not desirable for many top brand brands. 
 another concern is that the digital marketing of the brand is basically focused on the propaganda and sales process, and the after-sales service is obviously lagging behind. Therefore, how to achieve a seamless shopping experience should be a problem to be solved urgently for the brand. 
 "so at present," niche + mass "is still the trend of luxury brand communication, especially in the specific sales promotion, luxury goods will still identify the target, and use the traditional high-end clubs, wine tasting and other channels to carry out precision marketing. Yang Qingshan, chief expert of China brand strategy society, said.