Inventory Of Luxury Animals Zodiac Marketing Major Horse Race Year "Horse"

< p style= "TEXT-ALIGN: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201401/21/20140121022136_sj.JPG "/" < < > >

< p style= "TEXT-ALIGN: center > > strong" Hermes "a href=" //www.sjfzxm.com/ "target=" _blank "> leather < /a > hanging ornaments >

The special design of < p > horse year is usually on the shelves before the Spring Festival. The brand is limited to the products, and it is targeted to be put in the Asian market.

In recent years, the global luxury market has slowed down, and luxury brands have been trying to catch the first big market in China by winning close attention to Chinese culture.

But it is not easy to really match the brand DNA with Chinese culture.

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< p > < strong > "horse" < /strong > /p > from history.

There is a horse in the Chinese name of "P", which is made of harness.

Looking for "horse" from the historical origin of the brand can not only be seen as a farthing in the Spring Festival of China, but also will not appear to be farfetched.

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In November 2013, P launched a leather ornament "Samarcande" at the Hangzhou store.

The design of the steed has a variety of bright colors.

One side of the pendant is smooth leather, one is lined with goat skin and the other is silk and silk.

It can be hung on the Christmas tree, but it is more suitable to congratulate the Chinese horse year.

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< p > British brand Dunhill also started by making harness.

Reporters learned from Dunhill that the brand has a horse key ring product in the autumn and winter series of 2013, and is loved by racing enthusiasts.

The product is put in stores in various countries, and the brand predicts that more Chinese consumers will buy it in the year of the horse, or give it to themselves or as a gift.

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"P > is similar to the practice of" old harness shop ". Italy brand Ferragamo also excavated the story of MA in his historical heritage.

Since seventeenth Century, Ferragamo has applied animal designs including horses to brand scarves.

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< p > Ferragamo's "horse year special series" includes horse shaped pendant, horse key ring and colored silk printed bow tie and scarves.

The design of the scarves not only maintained the style of Ferragamo, but also suited the atmosphere of the Chinese New Year.

< a href= "//www.sjfzxm.com/" target= "_blank" > designer < /a > depicts a galloping horse surrounded by delicate peony.

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< p > "in the Asian culture, peony is the classic symbol of love and beauty."

Ferragamo said.

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< p > reporter has learned that apart from design and creativity around the horse, the brand needs to arrange well in the delivery channels and time when it wants to do well in the horse year.

For example, a horse year handbag in Ferragamo is only available in Beijing Xinguang world flagship store, with a limit of 25 pieces.

On the delivery time, these horse products appear only weeks before and after the Spring Festival.

It has continued the luxury brand hunger marketing style.

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< p > < strong > look for "horse" < /strong > /p > from sports.

< p > even if there is little relationship between the brand and the horse, there are ways to participate in the year of the horse.

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< p > many luxury brands are involved in equestrian sports in various ways. Equestrian activities, which were relatively unpopular in China, began to rise in the horse year.

The use of equestrian equipment in product design, or through horsemanship and royal nobility, has become a gorgeous element in the brand "storytelling".

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< p > reporters learned from Gucci that the brand has launched a special series of "2014 New Spring Horse buttons".

Big red Gucci handbags are made of metal ornaments, which are commonly used in Equestrian Horse clasps.

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< p > another sport closely related to horses is polo.

Wrist watch brand Jaeger Le Coulter has a Reverso watch designed to make British officers wear a polo match without fear of damage to the table mirror.

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< p > the above luxury brand agents told reporters how much the horse year article was done, depending on the degree of localization of the brand in China.

Some small European brands still rely on agents to operate in China. The brand design and creative teams far away in Europe know little about Chinese culture, so it is difficult to act quickly. They can only rely on sales outlets to try to do some decorating arrangements during the Spring Festival.

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< p > those brands that have entered China for quite a long time, there are still many Chinese brands that are more interested in the Chinese market than the Chinese zodiac.

For example, the production of mahjong with a brand LOGO has aroused the surprise of Chinese consumers, and the response is good.

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< p > compared with < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > and leather goods, wrist watch brand goes deeper in localization.

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< p > Jacques Pedro exhibited the story between the brand and the Qing emperors in Shanghai during the exhibition in 2013, and entered the horse year, and the brand launched the horse's image of the zodiac watch.

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< p > another brand that is keen on the watch of the zodiac is the pan Na sea.

Brand told reporters that the year of the horse launched the sixth species of the Lunar New Year watch, and also the sixth year of the year.

The Lunar New Year watch of the pan Na Hai has been put into the stores all over the world, which is biased towards the Asian market.

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< p > < strong > selling "horse" < /strong > /p > from culture.

Bain P recently released the 2013 China Luxury Market Research Report, which shows that the Chinese are still the world's largest luxury consumer group, contributing 29% of the total global luxury goods expenditure, an increase of four percentage points over the previous year.

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Below P, how to win Chinese consumers in such a market environment has become the key to the success of luxury brands in the world.

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< p > with the growing maturity of Chinese luxury consumers, women's consumer oriented products and fashion series show strong growth momentum.

These changes have set brand new priorities for the brand. Brand needs to reexamine its operation strategy in China from various aspects such as pricing strategy, customer relationship, fashion product setting and China's local talent management.

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< p > "China's luxury market has rapidly developed from" enclosure "stage to continuous attention to customer experience and comparable store sales stage.

Bain global partners Bruno Lanna said.

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< p > count CEO Jimmy tells a story: a few years ago, the count specially launched a lantern pendant jewelry, but the Asian did not buy it after seeing it.

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< p > "Asians are not willing to buy products specifically designed for Asians, they want to buy products that reflect the brand DNA itself."

Mai Zhenjie said.

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< p > Mai Zhenjie believes that a brand may achieve short-term success in China through opportunistic design, but in order to achieve long-term success, the cultural foundation behind the brand must be strong enough.

The count often sends his designers to China to let them know the background of Chinese culture.

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< p > this may not be difficult to explain why luxury brands actively seek the conjunction point with the horse year, and at the same time be very careful to avoid overmatching the "unsound" of the Chinese market and strive to be consistent with the brand's own DNA.

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