Luxury Industry In China Is "Fever" Light Luxury Brand Inheritance And Innovation

　 　 Luxury goods Industry in China is "fever"!

In 2013, the luxury industry in the world experienced a low level in China. The whole year's growth has been down from the past two digits to only 2% growth. Many brands have been caught in a "closed shop boom". However, many consumers quietly find that many new commercial real estate projects and LV These old luxury goods stores such as Gucci, Hermes are neighbors of Kate Spade, Michael Kors, Marc by Marc Jacobs.

Compared with old brand Luxury goods The design of light luxury goods is more avant-garde, fashionable, and the price is more close to the people. In addition, China's luxury goods consumers generally are about 15 years younger than Western consumers.

Such extravagant products such as Kate Spade and Michael Kors are still short in China, and the "originator" of light luxury in China is Maria Gucci, the famous scarf brand in Finland (Marja Kurki). Now it has been ploughing for 20 years in China.

Not long ago, with the new opening of flagship store, the brand founder, Ms. Marja Kurki, came to China again. It is reported that in addition to the European market, South Korea and China are the two fastest growing brands in the world today. MS Marja is witnessing the development of the Chinese market.

1979, M Arja For the first time on the land in China, she recalled that at that time the Chinese people wore almost the same color. In the past 30 years, every time she comes to China, she can feel the changes of Chinese consumers. "Now the Chinese dress has changed a lot. They are westernized and have accepted western aesthetics. They can not see the great difference between China and the West. They are even more advanced than Europeans." Marja said.

It is the change of Chinese dress that Maria Gucci's brand took root in China in 1994. Now, 20 years later, with the maturity and diversity of consumers, Maria Gucci is constantly exploring how to satisfy the Chinese consumers' love. "Despite the changing tastes of consumers, brands always adhere to Finland's elements and qualities, making them affordable." Marja says.

Marja is not only the founder of the brand, but also a designer, advocating the nature, making her works full of natural elements such as flowers, green leaves, animals and so on, and presenting them in silk with artistic techniques. This classic design tradition has been used in every season's new work, and it continues to express new joy.

Nevertheless, there are some differences between Chinese and Western consumers' aesthetics. According to Xue Ruixia, President of Maria Gucci, China, the brand design is very "Finland". Simplicity is its biggest feature, but there is still some difference between Chinese consumers' needs. According to years of experience, products have entered China to make some adjustments and give Chinese consumers more color.

Not long ago, the Accenture Corporation released the latest consumer insight study. The results show that nearly 70% (69%) of Chinese urban consumers are willing to try different brands in their buying behavior. This means that Chinese consumers' brand loyalty is very low. In addition to Maria Gucci, consumers in the same field can choose a lot of brands, which is a big challenge for any brand. Marja gave a vivid example to the China business newspaper: when you want to drink coffee, there are both street cafe and Starbucks. No matter which Starbucks store they go to, they get the same service and quality.

"Chinese consumers love to taste, and after trying, he will find what he likes, and the only way to improve customer loyalty is to consistently maintain the same quality and exceed consumers' expectations in design." This is exactly what Maria Gucci always insists on.

However, any brand must be constantly innovating in order to keep the brand young, especially in fashion industry. After years of exploration, Xue Ruixia concluded that most of the mainstream consumers of Maria Gucci are over 30 years old. "They are relatively mature consumers with their own taste and unique aesthetics." At first, when the brand entered China, there were only one kind of scarves. With the continuous expansion of the company's scale, the brand was also expanding the category, but always insisted on the field of accessories.

These accessories, such as scarves, umbrellas, sunglasses and pocketbooks, are "entry-level" products in many luxury brands. The focus of their products is not here. Although young consumers do not have the "big name worship" complex, as MS. Marja said, consumers can still tell which one is best for them after they taste it. Because the focus of luxury products is not in the field of accessories, it gives Maria GUCCI more opportunities to focus on the field. In recent years, the brand has been extending to the surrounding products.

CEO Stefano of Italy's famous menswear brand Canali told reporters that in China or in Italy, an interesting phenomenon is: men buy less than women. This means that in the field of wear and matching, women have been leading men's consumption concept. Just seeing this opportunity, Maria Gucci's product extension has introduced men's accessories, including neckties, wallet and so on. "The ladies chose their favorite accessories, or they could choose a better tie for him." Marja said so.

Maria Gucci has been working in the Chinese market for 20 years, but with more and more international luxury brands coming to China and the rise of China's local brands, the competition for similar brands is becoming more and more intense. At the same time, the popularity of mobile Internet and social network, the expansion of shops in China, and the marketing methods of brands are becoming more and more diverse. If Maria Gucci wants to continue to achieve high growth in the market, he still faces many challenges.