Made in China can create local "luxury"? 6 years ago, the European luxury goods industry popular such a question: China can be born luxury goods? The answer is always: impossible! But look at the present China, the reality overturned all the ideas. In 2007, China's consumption of luxury goods such as jewelery, clothing, perfume and leather goods reached US $ 8 billion, accounting for 18% of the global market share. The consumer population accounted for 13% of the total population. International first-line luxury goods stationed in China for 10 years. 2010 Hermes (Hermes) in China to build a traditional Chinese brand "up and down", a time is set off the theme of China's luxury whirlwind. "China can be born luxury?" Asked the question, people hesitated, and perhaps Cartier nail bracelet replica still wait and see. But Michel Kutszz gave a definite answer. He said that the establishment of a luxury brand requires seven factors: cultural background, creation, skill and quality, heritage, service elite, high price, general shape. cultural background "Luxury brands should be based on their own national culture." France's Christofle, Hermes, Italy's Prada, Farrari, Switzerland's Swatch, in the design of the brand all reflect the local cultural characteristics. And China is a country with a profound cultural heritage. Such as silk, tea, which are good things can be vigorously developed. Whether it is "up and down", or "NETiger", have proved the strong appeal of traditional Chinese culture. In addition, there are many local brands in China, such as 1892 "Changyu". China 's luxury brands should make full use of traditional Chinese culture, into the brand. The important role of creation "All the luxury brands have a similarity, they will be the creator's name on the LOGO .Tiffany & Co.'s creator CharlesTiffany, Christofle creator CharlesChristofle, Bvlgari creator SotirioBulgari, LouisVuitton creator LouisVuitton, etc. Etc. This proves that the creation of a very important role in creating a luxury brand also illustrates an important issue: the new brand was born in the designer's mind. "Without a good designer, it was impossible to create a luxury brand The No matter what brand, the designer is always vital. The essence of luxury brands is to create and design. "China's luxury brands should cooperate with Chinese designers who grow in China and have Chinese thinking and adapt to the Chinese market." China has a group of excellent designers, such as AlexanderWang, PhillipLim. But that's far enough. "In order to cultivate more design talent, China should build more art and design institute." Skills and quality "Traditional craftsmanship should be inherited, and China's luxury brands should help preserve these traditional crafts and keep them up and down, as Hermes and Chanel did in France, and never compromise with quality." inherited "China's famous brand has already had a long time to awaken them as the basis for the development of new brands." Once in the 1930s Shanghai's very famous brand "Shuangmei", in 1950 after the public-private imitation Cartier love bracelet partnership, gradually discontinued. But in 2010, the Shanghai Jahwa company re-launched the "Shuangmei", and to build it as "high-end cross-border fashion" brand. Not only produced beauty products, but also launched a jewelry and other ancillary products, a veritable life fashion brand. "China's luxury brand to make full use of the historical heritage of the empire." In Beijing Gong Wangfu east of the alley in the alley, there is a well-known restaurant "Li family dishes." "Li family" signs of the inscription is the last generation of Pu Yi's brother Pu Jie. Its founder Li Shanlin's grandfather Li Zijia in the Qing Tongzhi and Guangxu years, served as deputy secretary of the House, by the Empress Trust. Expensive in charge of the palace meal. Li Shanlin had his grandfather rumor, Li family dishes are palace dishes. Initially here only a day outside the table dishes, only for ten people to eat, eat all 200 yuan per person. Now open up a partial room, plus two small tables, but one night more than twenty people to eat. Former US President Bill Clinton, former British Prime Minister Major, Jackie Chan, Jin Yong and other celebrities at home and abroad have been Li family dishes. Service Elite SalvatoreFerragamo is a footwear industry star. Audrey Hepburn, Sophia Loren, Marilyn Monroe and so on are his faithful supporters. Quality is always the constant pursuit of consumers. "China 's affluent consumer groups have a complex view of consumption, and those who live in a minority but play a vital role have a low - key lifestyle - paying attention to the quality of the brand. High price If you can not determine the price of an item, then you will ask yourself how many hours it takes to make this thing. "But in the luxury industry, put aside those traditional pricing methods, to pursue high prices it." "When you mention France, you think of Hermes; mention of Italy, you will think of Farrell (Farrari); mention of Switzerland, you will think of Swatch (Swatch)." When one day mentioned China, will think of a brand, it will be the day it fame. China can have its own luxury brand, then there are new problems. How to carry out luxury brand management? Professor Michel believes that "brand management system, including products, supply chain, publicity, personnel. Internal to clear the responsibility of CEO, external should be clear creative director accused." Specific content below: In addition, Professor Michel gives a few comments: First, clear customer needs. If you can meet the customer Fake Cartier love bracelet in the material, symbolic and experience on the demand, then the customer will buy, and pay the price premium. Second, the three major management objectives, that is, products to create emotions, the distribution to fill the market vacancies, publicity on the establishment of a consistent brand image. Third, in the brand management skills and European brands and experts to establish cooperative relations, to learn from them. From Europe to import luxury brand of talent, the establishment of a mixed team of Chinese and Western; with European luxury goods business joint venture to create new brands; and brand management experts, the common re-development of those already existing valuable brand. Such as "up and down", "unicorn jewelry". "Kirin jewelry" is the first to the traditional Chinese culture and French art in one of the independent international jewelry brand. In addition, Herborist Chinese medicine herbal medicine perfusion which, and the use of the Western brand mode of operation. China can have its own luxury brand, but Professor Michel thinks that there is one thing still need to remember the heart: you want to build within 30 years to a luxury brand, it is impossible. In 1978, Hermes (Hermes) the size of 42 million euros; and Bvlgari (Po Ka Li) in 1980, only 10 million euros; until 1992, Gucci (Gucci) the size of the company less than 200 million. Now the luxury tycoon, then only a small company. In 2008, Bvlgari (Po Carrie) reached nearly 1.1 billion, turned 100 turn; Hermes and Gucci also reached nearly 1.8 billion and 3.1 billion. This shows that the establishment of a luxury brand takes at least 30 years. China breeds luxury conditions are ripe, but want to build a real luxury brand, or take time to precipitate. But one day, the Chinese luxury is to "share" the world. That day, perhaps China Shanghai is "Oriental Paris".