Street Network Research Finishing: Since the outbreak of the financial crisis, domestic high-end consumer also showed atrophy. Has been advertised in a high profile luxury positioning of foreign advanced clothing brands, but also set off an unprecedented wave of promotions. Not only that, Prada, Versace, Clerciania and other internationally renowned brands announced a higher profile, the next three years to five years, will be in Hong Kong, Tianjin, Shenyang and Midwest layout discount stores. The formation of this "pro-mankind" strategy is also based on the shopping characteristics of China's luxury consumers. According to the relevant agencies survey shows that the continued spending power is weak, but has a persistent obsession and desire for luxury consumer goods, but also disdain for the middle class and the newly rich class of fake goods has become the most important customer base in China's luxury market. As market conditions continue to deepen, the Chinese consumer base for luxury goods will increasingly be dominated by middle-class and newly rich members between the ages of 20 and 40. In the insight into the characteristics of this market, the major luxury brands have adjusted their Chinese market operating strategy, the luxury era has come. People-oriented movement: the gradual division of luxury camps When the middle class became the main consumer, Gucci Group took the lead in the capital era to pursue profitability as the core of brand management, introduced five years ago, the former Unilever CEO Robert Polet as CEO, the mainstream industry management Way into this 87-year-old luxury goods company, and gradually convey to consumers a relaxed, accessible, touchable brand image. In fact, the more costly advertised apparel brand has started to go "luxury altar." Once admirable men's brand "Pierre Cardin", in a large number of distribution, a variety of publicity, discounted prices and other "people-oriented action" has slipped to the mass market, can no longer be synonymous with luxury. The complexity of the Chinese market, once so many luxury brands scratching their heads. The truly affluent affluent tend to be reserved but not luxury, and do not love to own luxury brands to claim identity. The pursuit of luxury goods enthusiasts, often the new rich people and fashionable middle class. In response, the domestic senior men's brand VICUTU (Viagra) general manager of Cai Changxian domestic high-end consumer trends have a personal experience. "The consumption desires and spending power of the newly rich and white-collar workers in China are indeed staggering and growing very fast. Now almost all the luxury brands in the world regard China as the main growth point of their performance. Originally only in the five-star hotel location Luxury apparel brands are now locked in the high-end department stores, the original product line of the higher price, now also through the low-priced series of vice licensing to attract more customers, some second and third tier foreign brands Has opened the store next door to us. "A deep analysis of consumer trends, making the domestic high-end clothing brand to be more calmly treat the possible impact of luxury civilians. After the luxury era of China's senior men's market China's top men's brand appeared in the early 90s of last century, and the Chinese men's brand to OEM production started different, the Chinese senior men generally start with the market, and product positioning standards, quality sense Strong, international image as the advantages of gradually seize the high-end department store channels, and then flourish. VICUTU is its typical representative. According to Victor Chang, general manager of Wakefield Garment Center, recalls that in the late 1980s and early 1990s, consumers were only beginning to have brand awareness. Although the consumer groups in the high-end market have already emerged, the scale is relatively limited, ZEGNA, LV and other luxury goods in 1992 in Beijing Palace Hotel opened its first store in China. It is based on the grasp of this consumer trend and the breakdown of the Chinese men's market, Cai Changxian in 1995 to create a high-level men's brand VICUTU (Wei Ke Duo), and within a few years the brand's direct sales shops covered the whole country, Second-tier cities in the high-end department stores and core business district, forming a strong sales network, a high-class men's domestic market thriving. Faced with changes in the new consumer trends, Cai Changxian that the domestic high-end clothing brand has the full strength to deal with the luxury goods "pro-people movement." In fact, this confidence comes from the long-term formation of brand accumulation. From the network layout point of view, the domestic men's brand to take the first step. Although many second- and third-tier foreign brands are seizing and squeezing domestic channel resources, for brands like VICUTU, which already operates more than 10 stores in top-end department stores for more than a decade, Is the product positioning, or customer training, foreign brands can not form a great advantage. Domestic menswear brand in product technology and cost control better performance. After more than ten years of accumulation and improvement, the domestic advanced men's clothing production line has already surpassed the international first-line level even in the production equipment or the manufacturing process. Even many international first-line brands entrust the domestic manufacturers with OEM. At the same time, the domestic men's clothing version of the type of R & D more able to Asian-based, combined with the international fashion tailoring, to create a more fit and slim dress style, and these are many foreign brands can not do. Second, the foreign brands in the product cost is still very difficult to decline, the suit, for example, the same is the Italian 1881 fabric suits, together with the tariffs and fees, luxury brands men generally priced at 20,000 yuan or more, and VICUTU ( Viagra) and other domestic high-end men's clothing brand pricing at 10,000 yuan, almost double the spread or added a lot of value for the domestic brand. In brand building, the domestic senior men's brand pay more attention to cultivate customer relationships. As Victor Chai, general manager of Wakefield said, the future of clothing consumption will be more rational and personality, dress not only on behalf of your identity and social status, the most important thing is to reflect your life experience and attitude to life, Wei Ke Duo always shaping A delicate and determined man image. And insist on this strategy to design the brand, and strive to each contact point with customers to maintain a unique and unified emotional ties. After more than ten years of accumulation, the mature brands in the domestic high-end clothing market gradually turn the relationship between customers and brands into assets of the brand, and at the same time, build firm brand loyalty. With the formation of a new brand structure in the high-end market, consumers will also become more rational. In the next round of international competition, the domestic high-end menswear brands will develop more robustly.