American media: In China, foreign brands need to be more sincere

The US "Exquisite Luxury Commercial Observation" website on July 13th, original topic: In the luxury brand of luxury in China, the public needs to be examined more with high -end brands. With the value of high -end brands due to the value of seemingly frivolous luxury products, it is more strict. Public opinion in China. From the "shabby shoes" priced at $ 1850 in Paris, to the "waterproof" joint umbrella of 11,000 yuan launched by Guccs and Adidas. Recently, these expensive but useless luxury goods have caused people to criticize and laughed in China. However, these brands do not seem to take (Chinese people) to oppose and controversial the wave of disputes, and feel that there are few real target audiences among these people. But the general disgusting of these products in the Chinese public is obvious. In the world's second largest individual luxury market, if you continue to treat (more and more) smart Chinese consumers, can international brands continue their business?

Parisian stores in Taikoohui Mall in Guangzhou. Picture source: IC Photo

In today's Chinese business culture, ignoring public voices is having risks of some brands. The purchase of as many as 30%of luxury customers is affected by public opinion. The brand must maintain a good image and avoid negative reactions from the non -target audience.

In China, people are looking forward to creating a narrative with a more sincere attitude. However, some foreign brands often fall into a trap: using the "western -centered" narrative method. This may be regarded by the Chinese people as superficial practices, which has led to the failure of the brand's marketing strategy and cannot resonate with Chinese customers.

The latest storms experienced by the Paris Family showed that these big brands are being reviewed by the younger generation of China. (Author Arnold Ma, Cui Xiaodong translated)

- END -