Popular masses of luxury goods abandoned

From the initial logo worship, origin worship to delogoization, branding, and the cost-effectiveness of branding and quality, brand owners can’t handle these new changes to cater to consumers.

Nowadays, many of the core consumers of luxury goods have already abandoned such well-known luxury goods as lv and gucci to those brands that are low-key or even brands known only in certain small circles. The responsible person of the niche luxury goods is doing the final balance between the strong purchasing power of China and the low output of the brand.

Niche brands break the pattern of luxury goods

When Chinese consumers talk about luxury goods, the first thought is lv, chanel, and gucci. Indeed, over the years these marketing principles of these international luxury brands have been "most people know, a few have." With the rising disposable income of Chinese consumers and the maturity of consumer psychology, having a Chanel 2.55 is no longer an unattainable dream for many young consumers. Looking for designer brands or custom brands is becoming increasingly fierce. .

The head of the store of a luxury brand in Beijing Xinguangtian told reporters that the current slowdown in the growth of sales of most high-end department stores, including Shin Kong, is due to a lack of consumer confidence. Many people with consumer power are afraid to shop. Social platforms such as Weibo and Wechat have become increasingly prosperous. Our clerk has banned consumers from taking photographs. However, it is inevitable that consumers pick up mobile phones to sneak shots, and then publish some photos on social networks, leaving many public figures with certain popularity to shop without security. For some fashion media, it is not the same as whether the clothes purchased by public figures in the store are compared with those on the fashion week.”

This reason has also caused many people with spending power to turn to niche luxury brands, because these brands are not well-known, and the products launched every quarter are very small, high quality, is a truly "low-key luxury."

Italian leather goods brand Tardini, can be regarded as one of the representatives of the niche luxury goods, He Bin, head of Greater China, told reporters that the brand recently opened a store in the Four Seasons Hotel in Macau, crocodile leather goods was in short supply. He Bin said that the brand's crocodile skin is made of leather goods made from crocodile aged 30 or over in the Mississippi River Valley. The U.S. stipulates that the Mississippi River can only kill 30,000 crocodiles each year. There are only 15 licenses in the world that allow hunting of crocodiles in the region, and Tradini owns the license.

He Bin said that he is now looking for a suitable shopping mall in Mainland China to bring the brand to China, and he is also worried that China’s strong purchasing power, such as tardini, the niche brand will change the brand low-key because it sold too well. , the minority of the tone.

In fact, this represents the common mentality of many European niche luxury brands. Zhang Long (a pseudonym) has been working as an agent for international luxury brands in China. Since 2014, he has been talking about several franchise brands in France. These brands are all luxury brands that have not entered China. “Many are family businesses. Handmade leather goods have been used for many years. They are very good from craftsmanship to design. They are very popular with Chinese consumers.” Zhang Long told reporters that it has not been settled for more than a year because it cannot be delivered in time. The shortage of funds or the lack of suitable successors for the family is the main reason why brands need to expand to China.

Marketing problems

Although niche luxury goods are increasingly popular in the Chinese market, the overall volume is still very small. How to do brand loyalty marketing among a small number of core consumers not only meets the needs of core consumers, but also maintains the brand's Unique personality, so that "few people know, a few have", for these niche luxury is a big problem.

Zhang Long said that the introduction of low-key leather goods brands in China can only be a "collective shop" approach because the number of single brands is too small. "But the tone of each brand is not the same, the audience is not the same crowd, obviously can not use the same means of marketing." He told reporters that he is currently not optimistic about the domestic shopping center, lack of popularity, poor consumer security, for small The luxury goods, he believes, are better represented in a private clubhouse. They can be small museums or art galleries. They become social venues, savor coffee, understand brand stories, and even invite craftsmen to the scene. Let them understand the leather production process.

However, these methods have already been tried for many luxury brands. However, for multi-brand “integrated stores”, how to differentiate marketing and brand value promotion, Zhang Long said “I haven’t thought about it too thoroughly”.

Today, the French Watch Association is trying to collect marketing for niche products. When it comes to the watch, many consumers are obsessed with making it in Switzerland. Even watches made in Germany are considered niche. Few people know that France also has superb watches.

In fact, France is also the main source of the European watch industry. Seven centuries ago, the French watch industry began to devote itself to creating a unique Haute Horlogerie for the French royal family. In 1947, the French Federation of Watchmaking and Microtechnology was founded (cfhm, hereinafter referred to as the French Watch Association), aiming at the professional, collective and personal interests of the Victoria Watch industry.

France also has a number of minority watch brands “known to a minority”, for example in 1973, in the area of ​​Morto, where the tradition of watches and clocks is gradually disappearing, emile pequignet has created the Pequignet brand with its wonderful women's collection. He won the cadran d'or award five times. In the 1980s and 1990s, ep became the image ambassador for the equestrian world. It is reported that this is the only brand in France that insists on high-grade watchmaking and insists on making the label in the dial.

Watches have long been hailed as men's jewellery, and fashion watches are popular with women. As a fashion capital of France, it also has a good fashion watch. Since its creation in 1977, pierre lannier has been proficient in keeping the products following the trend. The brand has officially entered China last year.

What are the latest styles of these two brands of watches? What are their high and complex functions? How can they behave? They can be seen on the Weibo of the French Watch Association, which has enabled French watchmakers to promote their work in France and abroad. Brands and products, launched a series of collective projects, "french times in paris" is a multi-brand alliance of international brands, used to promote the French watch brand.

The promotion of niche luxury products in the form of federations is one of the attempts of brand marketing. Whether it is possible to break the balance between niche brands’ increasing popularity, Chinese consumers’ purchasing power and low product output remains to be tested. .