Luxury Market Challenges Traditional Marketing Methods

Although niche luxury goods are more and more popular in the Chinese market, the overall volume is still very small. How to do the loyalty marketing among the few core consumers is not only satisfying the needs of the core consumers, but also maintaining the unique personality of the brand.

Zhang Long said that the introduction of low-key leather products into China can only be a way to open a "collection store", because the number of single brands is too small.

"But the tone of each brand is different, and the audience is different. Obviously, it can not be marketing with the same means."

He told reporters that he is not optimistic about the domestic shopping centers, lack of popularity, poor consumer safety, for small luxury goods, he believes that the privacy of a strong club way to show the effect is more appropriate, it can be a small museum or art museum, here into a social place, coffee, to understand the brand story, and even the artisans invited to the scene to let them know leather production process.

However, these methods have already tried for many luxury brands, but for multi brand "collection shops", how to do marketing and brand value promotion differently, Zhang Long said, "I haven't thought too much about it yet."

Nowadays,

We are trying to collect marketing for niche products.

Many consumers will be enamored of Swiss watches, and even German made clocks are considered small. Few people know that France has superb clocks and watches.

In fact, France is also the main source of the European watch industry. Seven centuries ago, the French watch industry began to create unique clocks and watches for the French royal family.

In 1947, the French watch and microtechnology Federation was established (CFHM, hereinafter referred to as the French watch Association) to safeguard the professional, collective and personal interests of the French watch industry.

France also has a lot of "few people know" minority.

For example, in 1973, in the area of the "clock" tradition, where the clock and watch tradition is fading away, Emile Pequignet has created the Pequignet brand. The brand has won the Cadran d "Or" award five times with its wonderful ladies series, and from the 80 to 90s of last century, EP has become the image ambassador of equestrian circles.

It is understood that this is the only French insisting on advanced tabulation and playing the MADE IN FRANCE brand on the dial.

Watches have long been known as men's jewellery, while fashion watches are popular among female consumers.

As a fashion capital, France also has a good fashion watch. Since its inception in 1977, Pierre Lannier has been proficient in keeping its products up to date. The brand has officially entered China last year.

These two brands

What are the latest styles? What are their high complex functions? How can they be seen? On the micro-blog Watch Association of France, we can see that the association has launched a series of collective projects to enable French watch operators to promote their brands and products in France and overseas. "French Times in Paris" is an international brand of multi brand alliances, which is used to promote French watch brands.

The promotion of minority luxury goods in the form of Confederation is one of the attempts of brand marketing. Whether it can solve the problem of increasing the popularity of minority brands and the balance between the purchasing power of Chinese consumers and the low output of products is still waiting for the test of time.