Who is the endorsement of Chinese luxury goods?

From the Chinese New Year, the domestic media expressed incredulously that Chinese people went abroad to buy large quantities of toilets, rice cookers and other daily necessities. During the May 1st holiday season, foreign media exclaimed that Chinese people "captured" world tourist attractions, and the Chinese people's super spending power was once again refreshed. The world knows us.

Regardless of daily necessities, China’s consumption of luxury goods alone has become the main consumer of luxury goods in the world.

According to the statistics of China Industrial Insight Network, the total consumption of luxury goods in China in 2008 was 141 billion yuan. In 2009, it increased to 155.6 billion yuan. In 2010, it increased again, and about 67% of the increase came from new consumers. At that time, the website predicted that China's luxury consumption will continue to grow in the future.

It turns out that the Chinese people’s spending power is very strong. In 2011, China's luxury consumption annual total growth rate was between 25% and 30%; in 2012, it reached RMB 306 billion, surpassing Japan to become the world's second largest luxury goods market; by 2014, the renewed Chinese people bought the world 46 % of luxury goods, worth more than 80 billion US dollars, once became the world's first luxury consumer market.

However, China, which has such a huge consumer market, has not produced a matching luxury brand. What caused this embarrassment? Analysis:

First, the innate nature of the development of luxury culture in China is insufficient. As a country that only initially realized wealth accumulation, low-income people are still the most in China. Whether it is due to the imbalance between the rich and the poor, or to curb the social ethos of corruption, in our daily social propaganda, the term luxury goods always has a secret meaning of concealment.

Take the products with higher recognition such as tobacco and alcohol as an example. Panda cigarettes and Moutai, which have the most luxury potential in China, are the favorite of the wealthy class because of their transcendental attributes. They were once spread to the top of the world. The aristocratic circle is known all over the world.

However, Cheng also Xiao Xiao also lost Xiao He. Because of the attributes of the "tribute", when the two companies publicized, they never admitted that they were luxury goods, nor did they decentralize their eyes. Many middle-income people did not have the opportunity to spend. In essence, luxury goods are still the accumulation of word of mouth, without the extensive participation of middle-income people. These are the important reasons why Panda and Maotai have never been able to become a member of the world's luxury brands.

Second, the world does not have enough knowledge of Chinese luxury goods. Since China's reform and opening up, the world's understanding of China is still in its infancy. It is known that this country also knows part of the country, but it is not very good for the country's human history and development.

Take jewellery watches as an example. Tiffany in the United States, Mikimoto in Japan, Waldorf in Germany, Cartier in France, Graf in the UK, Bulgari in Switzerland... What is the luxury brand that China can make the world familiar? No.

In recent years, as Chinese jewelry brands have become more intimate with world-class jewellery fairs, Chinese jewellery culture has officially entered the world. However, because of its limited influence, Chinese jewelry is currently only limited in the circle and has not formed effective interaction with consumers around the world. The end result is that the current Chinese jewelry brands are not highly recognized in the world. Form a luxury effect.

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