The "Middle End" Thinking Makes It Difficult For Chinese Clothing Agencies To Act As "Agents".

There are signs that more and more

The latest case proves that the international luxury goods brand PRADA refused to accept the acquisition of Chinese businessman Lu Qiang in July this year, which undoubtedly poured a cool water on the Chinese people.

PRADA's vigilance and resistance during the period were accused by the media of being suspected of "discriminating" Chinese, and PRADA seemed arrogant. The reason for rejecting Lu Qiang was: "to the Chinese people, the quality and style will be worse."

Although the Chinese are the most thrill luxury buyers in the world today, luxury brands do not allow their products to be associated with Chinese elements.

This is the reality and helplessness of the Chinese brand at present.

Such a realistic background, in fact, is destined for Chinese agents to enter the Chinese market in the role of international brands, but they can only be temporarily used without the right to speak, and they are destined to end their relationship.

And such an outcome may not be enough to complain about the arrogance of international leaders.

The first is the consumer psychology of Chinese consumers, which is the foundation of the arrogance of international leaders.

According to a survey, in the concept of the new rich class in China, to show its extraordinary taste and identity, Italy or French origin and big LOGO two symbols are indispensable, and once holding the control power of a top brand, Chinese enterprises can easily remind people of "made in China", which will make the new rich class unhappy. 86% of Chinese customers will not want to continue to buy or even return because of the word "MadeinChina" of luxury goods.

This makes those luxury brands who want to maintain "noble blood" have to be careful to keep distance from Chinese enterprises, which also exacerbates the difficulties of Chinese enterprises heading for luxury goods giants.

Secondly, in the pursuit of short-term profits and maintaining brand image, Chinese agents have an unresolved knot.

The vast majority of agents choose the former, which is the most horrible imagination for international leaders.

The following situation may occur frequently in the past twenty years: some Chinese agents often act as agents of many luxury goods, but only one or two people manage the display of more than ten or even dozens of different brands. The image of extravagant goods that consumers see outside the store may not be as good as a domestic brand.

It is said that there are always twenty or thirty window display teams in luxury stores. The magnificent displays of Chinese clothing tell the crowd about the hundred years history of the brand, so that consumers will have to stop.

As a result, after the international financial crisis, most of the people were immersed in the pride of Chinese enterprises in acquiring international brands. Some observers stood up and poured cold water on them to keep calm in Chinese acquisitions.

One of their biggest concerns is that Chinese enterprises can not make the high-end image of the international brand acquired by him continue in China.

This is not a worry.

Looking at all these Chinese businessmen who want to acquire international brand names, including Sun Xiaofei, Lu Qiang, etc., in their vision of the future of the media, there is no mention of the development of multi category and prolific line after taking over. That is to extend the mid end product line on the basis of the high-end product line, so as to maximize the potential of the brand and earn more profits.

And this is the most concern of the international big brands, once the product line overflows, the big brand of high-end image will fall from the sky to the earth.

It is not difficult to understand why PRADA would resist the intention of Chinese businessman Lu Qiang to buy.

A professional has pointed out that the international big agent community is most likely to produce Chinese luxury goods in the future, because they know best how to operate the international brand. This may be theoretically established, but in reality, the overall quality and brand concept of Chinese agents are not enough to support this vision.