Why are there no luxury brands in China?
What's the difference between made in China and Italian brands?
Let me talk about what I saw in Italy these two days: a group of alumni of China Europe International Business School went to Italy and Germany to study the growth of fashion brands. In Milan, these successful China entrepreneurs asked the Italian fashion legend UmbertoAngeloni for the secret of the power of Italian fashion.
Angeloni answered this question in an Italian romantic way. He took his alumni to the Italian town of Soragna near the factory, visited the century-old Soragna Castle, and chatted with Prince Soragna in the castle. After that, please go to Michelin restaurant in this country to taste Parma ham veal roll, Culatello air-dried ham and Parma cheese, and drink refreshing white wine which is a specialty of northern Italy.
Angeloni believes that all the above things that seem completely out of touch with the fashion world are? Made in Italy? Core competitiveness.
Such a small town looks unremarkable, with only more than 4000 residents. But this town has a history of thousands of years, and its achievements in art and architecture are unimaginable. So people in the town are very careful as tailors, not just perfunctory. The production environment is directly related to the way craftsmen work. ? Angeloni said.
For an Italian brand, foundation? More important than ever. It is a wonderful thing to pass it on from generation to generation. These Italian products can neither be replaced nor transferred to other countries and regions. ? He explained Italy's competitiveness like this.
Aric, a professor of marketing at China Europe International Business School, put it more bluntly: China can make a knife, but it can't make a brand of vexcor saber. More often, China enterprises pay attention to tangible products, but not to the intangible level. In other words? Insist? It is a story in itself, and it needs to be created. The time spent and waiting in the middle can't be bypassed.
The real product tearing started after the ebb tide.
20 13 years ago 10 years ago was called the golden decade of global luxury goods and fashion. During this period, China's rapid economic growth and strong consumer demand contributed greatly. But China's economic growth will be different: opportunities are everywhere.
After the stage of fighting for low prices, the competition between China manufacturing and European manufacturing began to become the competition of the whole industrial chain. Before talking about the brand, let's see if the product quality is excellent. Just like the four most important elements listed by Swiss Vickers for the product itself, quality is the first, followed by other elements such as function and design.
The era of making money in China is gone forever, and the upgrading of consumption determines that the fashion industry must make products in a down-to-earth manner. ? Ling Ye, the brand founder of Shenzhen Weiyin Clothing Co., Ltd. and an alumnus of China and Europe, told Sina Finance frankly. From the perspective of manual manufacturing, there is no technical gap between China manufacturing and Italian manufacturing. In this regard, China silk scarf brand? WOO_？ Sun Qingfeng, its founder and CEO, shared the same view with Sina Finance, that is, China enterprises are not inferior to Hermes in the selection of silk and cashmere materials and weaving technology. What is his motto? Struggle for the luxury brands of the Chinese nation for life? To this end, he limited embroidered mothers to work 2 hours a day in order to achieve the best results.
The leader of another domestic large-scale small household appliance manufacturer also admitted to Sina Finance that after nearly 20 years of market-oriented development, the finally surviving China enterprises are still competitive, with little difference in manufacturing, R&D and design capabilities. ? I was shocked to see all kinds of products in Europe more than ten years ago, but I am not so excited today. ?
So, what's the difference between China manufacturing and top European manufacturing?
EIN women's clothing brand, founded by Ling Ye, is an old local high-end brand of China's new generation. After 20 years in the fashion world, Ling Ye believes that to reach the level of global brands, China enterprises need to settle down and take time to hone.
In the past, China women's clothing brands bought some big-name goods and made simple style reproduction and production and sales. This barbaric mode of reproductive production lasted for many years. Many years ago, I also traveled to Europe, Japan and Korea, bought a lot of women's clothes, and then learned to make them. But that era has passed. In order to build a competitive brand, China Manufacturing must control the upstream and downstream industrial chains, and be independent from fabric development, production and design. Successful clothing enterprises in Italy have laid the foundation in this way. ? Ling Ye told Sina Finance.
Because China has always had excellent fabric manufacturers, but these fabrics are only used for export, and are generally not easily sold to domestic customers. After a lot of efforts, we persuaded some high-grade fabric manufacturers who only export to become our suppliers. This upstream integration took 10 years. ?
Because of the troubles brought by the upstream industrial chain, Ling Ye began to develop fabrics by itself in 2005. Among the company's team of more than 300 people, there are 170 to 180 people doing product research and development. Now many emerging clothing brands in China have realized the importance of creating their own fabrics, so that fabric engineers and people in the clothing industry can? Editor? They are expensive, with an annual salary of over one million, and they are very popular. This was unimaginable in China fashion industry 10 years ago.
Even so, Ling Ye found that China enterprises still have product bottlenecks in some raw materials. For example, she uses a high-end yarn, which can be directly used to knit sweaters. Compared with similar products in China, the yarn imported from Italy is better in color and material, and the product gap is obvious. Of course, the prices of these products are also double the domestic prices.
A China entrepreneur summed up Sina Finance: For the research and development of manufacturing industry, China enterprises are not impossible, but more importantly, they are willing to do it. It usually takes three years for a company to develop and improve a new product, but it may take 10 years to fully develop a new product. Of course, in the end, it turns out that there is always a return on investment and the market response is very good. However, if we want to invest in R&D, we should not pay too much attention to short-term investment returns, but prepare for strategic investment.
For example, Cooper Jewelry Store (HouseofG? HanspeterPieth belin, Managing Director of Jewelry and Watch Business, innovation is not a simple imitation, because imitation will never succeed. ?
China's high-end brands can only fight for international mid-end brands?
It must be admitted that there has not been a first-line luxury brand in China enterprises. Therefore, international first-line luxury brands, whether they are product brands or cultural brands, do not compete with China manufacturing. Due to the previous market inertia, China's high-end products can only reach the mid-range products of international brands. ? Aric believes that international brands held high and fought high as soon as they entered the China market decades ago, and the prices of their products were high. This makes China enterprises can only focus on the low-end market and realize the dislocation competition with international brands. Now the cost advantage of China's manufacturing industry has disappeared, and the price is getting closer to the mid-range brand products abroad, but there is still a big gap between product quality and service? This is the biggest challenge for China manufacturing.
An entrepreneur from China also agrees with Aric. He told Sina Finance: Indeed, the positioning of China brand is mainly mid-range, which is different from the luxury positioning of many European brands. From the brand point of view, the gap between China and Europe is still obvious. European luxury goods originated from royalty and nobility. This tradition has not been interrupted, and it has accumulated to today's artistic appreciation and craft level. If a single luxury brand is the perception of B2C consumers, then? Made in Italy? ,? Made in Germany? And then what? Made in Switzerland? In the field of B2B, it is a high-quality endorsement and a brand. We must also acknowledge this gap.
Karl elson, the current head of the Victorinox family, admits that his Swiss army knife represents Swiss manufacturing. If the product quality is not too hard, it will not only destroy Victorinox's brand, but also? Made in Switzerland? Brand. Whether it is made in Switzerland or Germany, it also depends on the word-of-mouth agglomeration effect of local products.
Made in China also has a foundation, and many exquisite handicrafts have been passed down to this day. However, there is a fault in the lifestyle of China people, which has led to the restart of many industries. Nowadays, entrepreneurs are aware of this problem, and they begin to explore and develop some of China's own cultural products and make brands, but it takes time to accumulate and there is no shortcut. ? Wang Jing, an associate professor of marketing at China Europe International Business School, told Sina Finance.
Jing Wong believes that the Internet economy is like a double-edged sword for China manufacturing. On the one hand, low-cost digital marketing brings development opportunities to many small and medium-sized enterprises in China; At the same time, it also makes China manufacturing too impetuous and lacks long-term strategic planning in the short term.
To be a brand, you must be calm, firm and even paranoid. In my opinion, with a large number of family businesses gaining a firm foothold, the vision of China enterprises to establish their own brands is rising rapidly. The cohesion of the family can be the soil for the achievement of China brand. However, building a brand and expanding business are not the same thing, and sometimes they even contradict each other. How to make a choice and how to stick to it after setting a goal is the key to success and the biggest challenge. This is also the inspiration we got from the cases of successful European brands. ? Jing Wong told Sina Finance.
Let's talk about caruso. He is drinking wine and eating ham and cheese. Perhaps Italian culture does add luster to the brand's marketing, but back to the product itself, caruso's R&D employees account for 20% of the total number of employees, and new fabrics have always been the focus of research and development. For example, how to make a light and warm suit with 100% camel hair, and how to mix silk, mohair and wool in a certain proportion to make a special new fabric. High-end suits need all-wool lining, which takes about 25 man-hours and involves a lot of expensive manual work. In order to realize low-cost mass production of suits, glue can be used instead of all wool cores, but that is definitely not high-end men's wear.
Therefore, the most important thing in manufacturing industry is the product itself and brand, which is another story. Why are there no luxury brands in China? Xinlang finance
Qian Hao
Up to now, there is no international first-line luxury brand in China, and the high-end products only reach the international mid-range level. China can make a knife, but he can't make a brand of vexcor saber, which is the reason. ?
What's the difference between made in China and Italian brands?
Let me talk about what I saw in Italy these two days: a group of alumni of China Europe International Business School went to Italy and Germany to study the growth of fashion brands. In Milan, these successful China entrepreneurs asked the Italian fashion legend UmbertoAngeloni for the secret of the power of Italian fashion.
Angeloni answered this question in an Italian romantic way. He took his alumni to the Italian town of Soragna near the factory, visited the century-old Soragna Castle, and chatted with Prince Soragna in the castle. After that, please go to Michelin restaurant in this country to taste Parma ham veal roll, Culatello air-dried ham and Parma cheese, and drink refreshing white wine which is a specialty of northern Italy.
Angeloni believes that all the above things that seem completely out of touch with the fashion world are? Made in Italy? Core competitiveness.
Such a small town looks unremarkable, with only more than 4000 residents. But this town has a history of thousands of years, and its achievements in art and architecture are unimaginable. So people in the town are very careful as tailors, not just perfunctory. The production environment is directly related to the way craftsmen work. ? Angeloni said.
For an Italian brand, foundation? More important than ever. It is a wonderful thing to pass it on from generation to generation. These Italian products can neither be replaced nor transferred to other countries and regions. ? He explained Italy's competitiveness like this.
Aric, a professor of marketing at China Europe International Business School, put it more bluntly: China can make a knife, but it can't make a brand of vexcor saber. More often, China enterprises pay attention to tangible products, but not to the intangible level. In other words? Insist? It is a story in itself, and it needs to be created. The time spent and waiting in the middle can't be bypassed.
The real product tearing started after the ebb tide.
20 13 years ago 10 years ago was called the golden decade of global luxury goods and fashion. During this period, China's rapid economic growth and strong consumer demand contributed greatly. But China's economic growth will be different: opportunities are everywhere.
After the stage of fighting for low prices, the competition between China manufacturing and European manufacturing began to become the competition of the whole industrial chain. Before talking about the brand, let's see if the product quality is excellent. Just like the four most important elements listed by Swiss Vickers for the product itself, quality is the first, followed by other elements such as function and design.
The era of making money in China is gone forever, and the upgrading of consumption determines that the fashion industry must make products in a down-to-earth manner. ? Ling Ye, the brand founder of Shenzhen Weiyin Clothing Co., Ltd. and an alumnus of China and Europe, told Sina Finance frankly. From the perspective of manual manufacturing, there is no technical gap between China manufacturing and Italian manufacturing. In this regard, China silk scarf brand? WOO_？ Sun Qingfeng, its founder and CEO, shared the same view with Sina Finance, that is, China enterprises are not inferior to Hermes in the selection of silk and cashmere materials and weaving technology. What is his motto? Struggle for the luxury brands of the Chinese nation for life? To this end, he limited embroidered mothers to work 2 hours a day in order to achieve the best results.
The leader of another domestic large-scale small household appliance manufacturer also admitted to Sina Finance that after nearly 20 years of market-oriented development, the finally surviving China enterprises are still competitive, with little difference in manufacturing, R&D and design capabilities. ? I was shocked to see all kinds of products in Europe more than ten years ago, but I am not so excited today. ?
So, what's the difference between China manufacturing and top European manufacturing?
EIN women's clothing brand, founded by Ling Ye, is an old local high-end brand of China's new generation. After 20 years in the fashion world, Ling Ye believes that to reach the level of global brands, China enterprises need to settle down and take time to hone.
In the past, China women's clothing brands bought some big-name goods and made simple style reproduction and production and sales. This barbaric mode of reproductive production lasted for many years. Many years ago, I also traveled to Europe, Japan and Korea, bought a lot of women's clothes, and then learned to make them. But that era has passed. In order to build a competitive brand, China Manufacturing must control the upstream and downstream industrial chains, and be independent from fabric development, production and design. Successful clothing enterprises in Italy have laid the foundation in this way. ? Ling Ye told Sina Finance.
Because China has always had excellent fabric manufacturers, but these fabrics are only used for export, and are generally not easily sold to domestic customers. After a lot of efforts, we persuaded some high-grade fabric manufacturers who only export to become our suppliers. This upstream integration took 10 years. ?
Because of the troubles brought by the upstream industrial chain, Ling Ye began to develop fabrics by itself in 2005. Among the company's team of more than 300 people, there are 170 to 180 people doing product research and development. Now many emerging clothing brands in China have realized the importance of creating their own fabrics, so that fabric engineers and people in the clothing industry can? Editor? They are expensive, with an annual salary of over one million, and they are very popular. This was unimaginable in China fashion industry 10 years ago.
Even so, Ling Ye found that China enterprises still have product bottlenecks in some raw materials. For example, she uses a high-end yarn, which can be directly used to knit sweaters. Compared with similar products in China, the yarn imported from Italy is better in color and material, and the product gap is obvious. Of course, the prices of these products are also double the domestic prices.
A China entrepreneur summed up Sina Finance: For the research and development of manufacturing industry, China enterprises are not impossible, but more importantly, they are willing to do it. It usually takes three years for a company to develop and improve a new product, but it may take 10 years to fully develop a new product. Of course, in the end, it turns out that there is always a return on investment and the market response is very good. However, if we want to invest in R&D, we should not pay too much attention to short-term investment returns, but prepare for strategic investment.
For example, Cooper Jewelry Store (HouseofG? HanspeterPieth belin, Managing Director of Jewelry and Watch Business, innovation is not a simple imitation, because imitation will never succeed. ?
China's high-end brands can only fight for international mid-end brands?
It must be admitted that there has not been a first-line luxury brand in China enterprises. Therefore, international first-line luxury brands, whether they are product brands or cultural brands, do not compete with China manufacturing. Due to the previous market inertia, China's high-end products can only reach the mid-range products of international brands. ? Aric believes that international brands held high and fought high as soon as they entered the China market decades ago, and the prices of their products were high. This makes China enterprises can only focus on the low-end market and realize the dislocation competition with international brands. Now the cost advantage of China's manufacturing industry has disappeared, and the price is getting closer to the mid-range brand products abroad, but there is still a big gap between product quality and service? This is the biggest challenge for China manufacturing.
An entrepreneur from China also agrees with Aric. He told Sina Finance: Indeed, the positioning of China brand is mainly mid-range, which is different from the luxury positioning of many European brands. From the brand point of view, the gap between China and Europe is still obvious. European luxury goods originated from royalty and nobility. This tradition has not been interrupted, and it has accumulated to today's artistic appreciation and craft level. If a single luxury brand is the perception of B2C consumers, then? Made in Italy? ,? Made in Germany? And then what? Made in Switzerland? In the field of B2B, it is a high-quality endorsement and a brand. We must also acknowledge this gap.
Karl elson, the current head of the Victorinox family, admits that his Swiss army knife represents Swiss manufacturing. If the product quality is not too hard, it will not only destroy Victorinox's brand, but also? Made in Switzerland? Brand. Whether it is made in Switzerland or Germany, it also depends on the word-of-mouth agglomeration effect of local products.
Made in China also has a foundation, and many exquisite handicrafts have been passed down to this day. However, there is a fault in the lifestyle of China people, which has led to the restart of many industries. Nowadays, entrepreneurs are aware of this problem, and they begin to explore and develop some of China's own cultural products and make brands, but it takes time to accumulate and there is no shortcut. ? Wang Jing, an associate professor of marketing at China Europe International Business School, told Sina Finance.
Jing Wong believes that the Internet economy is like a double-edged sword for China manufacturing. On the one hand, low-cost digital marketing brings development opportunities to many small and medium-sized enterprises in China; At the same time, it also makes China manufacturing too impetuous and lacks long-term strategic planning in the short term.
To be a brand, you must be calm, firm and even paranoid. In my opinion, with a large number of family businesses gaining a firm foothold, the vision of China enterprises to establish their own brands is rising rapidly. The cohesion of the family can be the soil for the achievement of China brand. However, building a brand and expanding business are not the same thing, and sometimes they even contradict each other. How to make a choice and how to stick to it after setting a goal is the key to success and the biggest challenge. This is also the inspiration we got from the cases of successful European brands. ? Jing Wong told Sina Finance.
Let's talk about caruso. He is drinking wine and eating ham and cheese. Perhaps Italian culture does add luster to the brand's marketing, but back to the product itself, caruso's R&D employees account for 20% of the total number of employees, and new fabrics have always been the focus of research and development. For example, how to make a light and warm suit with 100% camel hair, and how to mix silk, mohair and wool in a certain proportion to make a special new fabric. High-end suits need all-wool lining, which takes about 25 man-hours and involves a lot of expensive manual work. In order to realize low-cost mass production of suits, glue can be used instead of all wool cores, but that is definitely not high-end men's wear.
Therefore, the most important thing in manufacturing industry is the product itself and brand, which is another story.
brand