Will China'S Brand And Overseas Manufacturing Be The Path For Local High-End Brands To Break Through?

Seeing that foreign luxury brands have made a huge profit in Chinese market, Chinese entrepreneurs are also worried: when will local luxury brands come into being?

People in the industry have discussed strategies.

Specific brand management capabilities must be acquired through cooperation with European brands and experts.

But the road of acquisition has repeatedly run into the wall, and the luxury brands jointly built with European luxury brands still need to be tested by the market and consumers.

Chinese entrepreneurs who had racked their brains did not give up.

Recently, a Chinese clothing company joined hands with Italy manufacturers and designers to launch the local high-end men's wear brand. This is the first time Chinese brand has been labeled "Made in Italy".

As we all know, Italy is the birthplace of many well-known luxury brands, with the world's outstanding designers, ancient crafts and exquisite production.

Will China's brand + Italy make the path for local high-end brands to break through?

"Not optimistic about this model."

France

In an interview with reporters, Chen Zhilong, director of group operations and MATZO director of China operations, pointed out bluntly: "the essence of luxury consumption is cultural consumption. Chinese brands and overseas manufacturing can not change cultural genes, and consumers will have their own independent judgments."

Chen Zhilong believes that Chinese consumers love European luxury brands is a cultural phenomenon, it is difficult to change, and this trend of consumption may continue for ten years, twenty years or even longer.

This cultural phenomenon is a sign of the immaturity of most Chinese high-end consumers, especially in the two or three tier market of China, which is becoming the main battleground of luxury brand competition.

Research shows that luxury goods are still in the initial stage due to the fact that luxury goods enter these cities for a long time. Luxury goods are considered more successful in these cities, and consumers' mindset also focuses on brands and external signs.

The industry believes that such a consumer attitude hinders the market's acceptance of overseas made Chinese brands.

"In the minds of these consumers, the value of Chinese brands will not exceed those of Europe because they are made in Italy, because the latter can give them a sense of honor and a sense of accomplishment."

The industry insider told this newspaper.

But as a new attempt, the industry insiders believe that as long as they find their own consumer groups, there is no possibility of breakthroughs.

"If the brand is more particular about quality, those who do not follow the trend and have their own choices will be more receptive."

Many research reports also pointed out that, compared with the past, consumers in China's first tier cities have been

At the same time, because of having more knowledge about luxury goods, the high-end consumers in the first tier cities pay more attention to the brand connotation and quality, and tend to buy a unique, niche designer luxury brand.

No matter what type of exploration is, for Chinese entrepreneurs, the birth of their own luxury brands is still a long way to go.

An extravagant brand global CEO, in an interview with this newspaper, analyzed: "this market is already very crowded. Some hundred years old stores have taken a very good position. There are very good designers and teams. It is very difficult for them to compete with Chinese companies that are just beginning to explore."

In the view of some domestic entrepreneurs, the real local luxury brands must grow up in China and are rooted in their own culture.

To create such a luxury brand, we must first have the support of capital; secondly, we must have a long-term brand spirit and make persistent efforts to build, not just regard it as business; third, it is not easy for domestic entrepreneurs to have a good level of comprehensive management.