China’s dynasty changed and there were more blood than any other country. The so-called peaceful revolution of Kang Youwei and Liang Qichao’s constitutional monarchy failed. The rebellion became the mainstream, the royal family was too weak, and there was no ability and confidence to play and negotiate with the revolutionary class. The regent Wang Zai was a useless mediocrity, which led to the end of Yuan Shikai’s forced resignation of the Longyu Empress. Since then, breaking the old society has become a banner, whether it is to break the royal privilege or the modern cultural revolution, all of which have negated our ancient culture. .
Since then, the collective memory of the Chinese people has been: all-in-one liberation shoes and military green clothes. Until the reform and opening up opened the door, when the Chinese people lost their own culture, and when they had a little money, they also needed to experience the quality of life, they could only blindly pursue the so-called Western culture and consumption that the West came down with. Fashion, because, we have no choice, our source has long been forgotten.
1.4 billion Chinese, for the first time in history, stood in a blank, profit-oriented, benevolent, righteous, and sorrowful, sacred, sacred, devastating and low-grade processing, vain, no faith On the stage of trusting, laughing, and laughing, and the people all over the world say that Chinese people have money and no quality, only when we see the marriage of Kate and William, we know the happiness of culture and faith.
Western luxury goods, to a certain extent, are in the same line. The luxury goods originally used for the royal family, although the dynasty collapsed, did not completely die, but changed a new face to continue to exist, but the object of service is more commercial and diversified. In the capitalist stage, the pursuit of rich people is still in line with the former royal family. In addition to the European revolution, many have retained the royal family. The royal family is also a noble and elegant communication center in disguise. Therefore, culture can be preserved and inherited, and the royal family does The vane and spokesperson of the noble luxury culture, the merchants make money through commercialization, and the division of labor is very clear.
Luxury online brand has no play
So, don't talk to me: you can make a brand of luxury goods on the Internet, I can tell you by the chest: impossible! !
First of all, there is no luxury in China, because Chinese culture has been broken by the revolutionary man, so we can't have the luxury of cheongsam, the luxury of porcelain, the luxury of jewelry or the luxury of jade... Our so-called luxury goods All in Western Europe. Then ask, are you doing Chinese luxury goods or doing luxury goods in Western Europe? If you do Chinese, no one agrees, and if you do Western-style, it can only be effective. So, confirm what I said: no culture talks about luxury goods, it is not self-reliant.
Let me give an example of why the Chinese brain is brainwashed by Western culture:
The meat clips in Shaanxi are delicious, right? But although we like to eat, we are not willing to mention it in an elegant place, because it is very earthy. If we carry out the transformation of the foreign gas for the meat folder, we will start with an English name called "ROJAMO", and the transliteration will be called "meat clip", but don't call it "meat clip". The Chinese name for the foreign gas is called "Youjiamo". ", and add "I am just loving it!" brand language, at the same time, the store is decorated, made like Haagen-Dazs, the cashier to make an LED video, which uses the foreign language to tell the handsome chef from Italy How to debug the most delicious meat clips... The situation is believed to be better.
Let's take a look at our online brands, including Afu, Osage... Who didn't use English to install stores? Afu is called "afu", and Oscar is called "OSA". The pictures and fonts inside are all European and American. There is no need for traditional scripts and scripts. All of them use the black 12-color font or Microsoft elegant black body. In English, the model is best like a Westerner... All of which shows that we have no confidence in our own culture and we are willing to work hard.
Luxury B2C e-commerce
This can be! But the biggest problem is:
1) Experience problems:
Buying luxury goods is completely different from buying essentials! More people are willing to go to the gorgeous luxury store, accept the slaves of the handsome men and women waiters, and enjoy the custom-made service of giving orders, while enjoying the glory of the gold card. If you chat with a friend and say that your LV is bought in a 3 diamond Taobao shop, the face will be thrown into hell.
2) Price issue:
Genuine new luxury goods are not discounted. Just in the airport discount stores and other places, you can discount the products for the past season, and the purchase of GUCCI bags for thousands of dollars is also OK. In response to this situation, B2C of luxury goods can only sell and sell unsalable products, so that those who do not have much money but love vanity enjoy a little noble material.
In fact, luxury goods are the most taboo price, you go to the luxury store, each item is like a museum, placed in a glass cabinet, hit with a spotlight, beautiful, and the price is placed almost The location you can't see. This is the DNA of luxury goods, it promotes its own noble value, and the price is shy to speak, because good things do not need to talk about the price.
3) Supply chain issues:
Where does the source come from? This is a major problem. Counterfeiting is the easiest, but it is faster than anyone else. As far as I know, most of the luxury goods have not been transferred to the domestic market, or mainly produced abroad, how to obtain the source of goods? This is a big problem. I have a person I know. I used to be a senior executive of L'Oreal and GUCCI. Now I have a luxury discount website called Meihui. I think he is hopeful because he can at least get the supply of luxury goods. In addition, luxury goods are typical customers with high unit price and relatively small orders, such as a luxury annual sales of 3 billion US dollars, but if the customer price is 100,000 US dollars, the annual sales will be 30,000 bags, transfer To the network 3%, 900 bags a year, compared to the daily volume of Vanke, it is really a pediatrics. If the online merchants who can't hold it increase the production of luxury goods in batches, they will destroy the sales of luxury goods. This is inconsistent with JD's rapid throughput, scale effect, and efficiency and warehousing logistics supply chain model.
4) Cultural match problem:
The biggest principles of luxury goods are: 1) when propagating, weakening price tags and strengthening brand appeals; 2) paying attention to the concept of manual and customization, emphasizing the principle of reluctance to sell; 3) paying attention to the public relations and communication of entities, all the release shows Experience, celebrity communication, etc., their DNA is rooted in the entity. Therefore, when it comes to the Internet, there is a problem of cultural incompatibility. The website is two-dimensional, and the dead pictures and texts are not enough to demonstrate the power and energy of the brand. Therefore, it is difficult for luxury goods to pay attention to the Internet.
In the next five years, I am not optimistic about the luxury B2C, or the pragmatic play rate is 2 to 3 times more expensive.
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