Luxury Brands Around The World Pour Into China, But Local Luxury Brands Are Still In The Embryonic Stage. 2/3

With the rapid development of China's economy, the new rich class is coming into being. The concept of this stratum has changed greatly before, and this has also led to the consumption revolution of the whole society. One of its main manifestations is consumer brand and Luxury goods The interest is strong, and China has become a battleground for all kinds of luxury brands.

According to the latest statistics, the total consumption of China's luxury goods market has exceeded 1/4 of the global total, and the luxury brand nearly 2/3 has entered the Chinese market. In 2011, China has become the world's largest consumer of luxury goods. However, according to incomplete statistics, Chinese brands are not listed among the 100 most valuable luxury brands in the world today. So far, China has not yet received a worldwide recognition. luxury brand 。

China's luxury market has huge consumption power, and China makes the world famous. The world top brands including Prada (Prada), Armani (Armani) and Burberry (Burberry) have production bases in China. Why can't China have its own world-class luxury goods brand?

　　 Same genes, different outcomes

From the origin of luxury goods, China does not lack the so-called luxury gene. Antiques, paintings, jewellery and jade are all luxuries that Chinese people often live in. In ancient China, there were many craftsmen who worked for the royal family, who had created exquisite works of art. Clothes & Accessories The work is exquisite, especially embroidery is amazing, with modern technology is difficult to complete. China also has the cultural, talent and technological basis for producing luxury goods in history.

　 Since the same gene, why is China's local luxury brand still in its infancy?

Lu Xiaoming, President of Loya international, analyzed the reasons, pointing out that the first is the cultural level. Chinese traditional Confucian culture advocates the golden mean. We often say that gentlemen love money and have a good way. These morals restrict Chinese people's pursuit of luxury culture. In the past, new technologies, skills and innovations are all called "tricks and ingenious" by our culture. We call these cultures "barbarian culture". This cultural difference still exists today. The two words of luxury are somewhat derogatory in Chinese.

Next is the historical level. The inheritance of "handicraft industry" in Chinese handicraft industry and the limitations of artisans' social status are one of the reasons why Chinese luxury goods can not be inherited. Only family inheritance can maintain the continuity and development of products. Only by such a process can we achieve the ultimate goal.

Then there is the social dimension. The economic weakness and cultural weakness have restricted the development of China's luxury brands. Today's familiar international luxury brands have a history of one hundred or two hundred years. At the beginning of its brand, the European industrial revolution caused by the invention of the steam engine came into being at the very beginning. At that time, China had just suffered the ravage of the Opium War, the economic base was poor, and the war of years kept the Chinese people exhausted. Even food and clothing became an urgent problem. Where else was there to enjoy or to pass the luxury of leisure?