Luxury: Exploring The Value Of Industry LOGO

How to look at money is nothing but brand names.

Consumption.

For the rich, they have been looking for the next good thing to buy.

But these seasoned luxury buyers are facing many interrogates: is the most expensive brand the best? Is the obvious Logo a sign of vulgarity? Low-key implicit is good taste, and is "Bling-Bling" bad taste? Recently, a view has aroused controversy in the luxury sector: the tastes of consumers in mainland China are changing rapidly.

In this rich, thirst for fashion and growing niche market, knowledgeable consumers are avoiding branding and ubiquitous brands.

Their interest in "Bling-Bling" is also decreasing, and consumers' tastes are becoming more sophisticated. They try to find better things in life -- art, wine, exotic travel and low-key elegance.

Conservatives: Chinese will be vulgar.

Paul French, China's chief investigator, Mintel, a market research firm, said: "has anyone wrongly thought that Chinese consumers are mature enough to report these people's names and addresses?

Even though they began to study wine tasting, they are still in the blind imitation of Western taste and show off money.

P.T.Black, a senior creative director of Thoughtful China, a network talk show in Shanghai, thinks that for a long time, Chinese luxury consumers have been looking for a "Bling-Bling" element through the Western perspective.

The reason is due to the confusion of social relations and power structure.

"Bling-Bling" is an aesthetic criticism intended to occupy the commanding heights.

Black said, "in China's cultural context, this criticism is made by the developed countries to China and partly by the Chinese to another part of the Chinese people. There are multiple misunderstandings in it.

The cultural level of this country is still strict, and the aesthetic consciousness of every group is driven by core power.

Each member of different social circles is defining himself, his status in the circle, and his relationship with outsiders.

Luxury purchase and dressing style is an important way of information exchange.

Black said: "in the Chinese aesthetic standpoint, the" Bling-Bling "style is a very important tradition.

The underlying problem is: what is the relationship between wealth and power? What is the deep force of aesthetics and its support? In my opinion, Chinese people will be vulgar for a long time.

Reformists: the Chinese desire for the aesthetic view of the bourgeoisie.

In the eyes of Matthew, a modern art sales consultant in Beijing, things are quite different.

He acknowledges that many people do not yet have the same taste and taste as western art customers, but this is not the point.

"At present, China's economic income stratification is serious, the rich are new rich, and the opening to the outside world is less than half a century.

In the past 200 years, culture has become insignificant.

Chinese are very hungry for culture, so they are hungry at first.

But with the accumulation of wealth and changes in social status, Chinese tastes have changed, and they can hardly wait to make up for the past.

"Most of the Chinese people love art," Matthew said. "In the past 50 years, their longing for beauty has been suppressed for too long." although they are large-scale open, they have not experienced any art education.

When they stumbled into the gallery, I had to say to them, "this is Picasso, this is very important."

It's like an electric shock, but they need it. "

Black also believes that the elements of Bling-Bling are becoming more "soft".

The Chinese concept of consumption is reflected in a more cautious way: quality.

A brandy, a Picasso.

They lack, but yearn for the view of bourgeois aesthetics.

The "slow" strategy of big brands

Under this change, luxury brands begin to learn to show different consumers what is suitable for them.

It is a very dangerous thing for a brand to try to please all consumers through rapid expansion, so it will lose its uniqueness.

Some brands stopped the aggressive market strategy and chose a low speed, steady and more easily controlled expansion mode.

"This is of course a dilemma," said a senior executive at Hermes in China. "If a brand is too popular, the customer's psychological desire for it will decrease.

This is the embarrassment of some brands. "

Today's Hermes will not open two stores in the same city in the same year, instead of upgrading the quality of service.

To educate customers about brand history and handicrafts.

"We do not want Hermes products to become popular," the senior executive said. "We will not be everywhere like 7-11.

We want to do business in the Chinese market step by step. "

Minority victory

While Louis Vuitton, Hermes and Chanel are regarded as palace brands by Chinese luxury fans, some small players have also been successful in the Chinese mainland market.

Tod 's's shoes and accessories brand Roger Vivier is an example (the company has only 10 shops in the world).

In 2010, it opened in Hang Lung Plaza, one of Shanghai's most famous shopping centers.

During the initial stage, it was difficult for them. Roger Vivier, manager of Shanghai area, even prized "Tod" s's VIP customer list.

But with good product quality, Vivier soon passed the word of mouth.

"Some customers attach great importance to the history of brands, and their purchases are more cautious.

But most markets are still in jewels, "says Miss Liu." in China, celebrities and rich people have similar styles of dress, and they imitate each other.

The products of Roger Vivier are still in a mixed state, and some Bling-Bling elements are retained, such as the large Roger Vivier buckle on the handbag.

But in the long run, private shopping experience and limited product distribution are even more important.