How To Deal With The Disappearance Of Customer Loyalty In Luxury Brands

In recent months, luxury goods are on the decline. After a wave of price cuts, the loyal customers of luxury brands are losing their loyalty. In the face of adversity, China's luxury consumer market and those who have lost loyal customers to big brands have made some countermeasures. Some analysts have pointed out that if the after-sale service and management level of luxury brands can not keep up with market development, it will be difficult to grasp market opportunities accurately.

Since 2015, in the face of the weakness of the euro, in order to balance the share of global sales, European luxury brands have adjusted their pricing strategies and adopted the marketing method of "Asian price reduction and European price increase", which is easy to recall that the big players want to get a certain degree of concern and not have to do so.

Consumers who want to buy luxury goods want to enjoy the highest treatment. Let's see how old customers see their favorite big stores before buying long lines, and how to convince themselves to be loyal to this luxury. In addition, there are reports that although luxury brands are reducing prices in China, everyone's enthusiasm for offshore shopping is still undiminished.

For offshore sourcing, this purchase behavior seems to have damaged their marketing strategy in Asia in luxury brands, and some brands have begun to cut their expansion plans in China, especially the two or three tier cities. Some brands adopt strategies to increase European prices, or to design products for the Chinese market alone. Cutting expansion is a big strategy for luxury brands, but it is not a long way to go.

Those who want long-term development have begun to launch new products with bright spots. For example, Gucci recently announced the launch of a new intelligent wearable device (watch) with the Black Eyed Peas leading singer Will.i.am. Will.i.am claims that the wearable device will be completely independent of smart phones. The Dior Eyes project recently launched by Dior (Dior) is a virtual reality headset incorporating sound effects and images, and it can extend the audience's horizons from the stage to the background. I want to keep it. customer A new "explosion" is an important factor.

　　 Online retailers The way: since the Alibaba was sold off by luxury brands, some people in the industry speculated that the big names are on the way to the electricity supplier. Recently, Johann Rupert, chairman of the world's second largest luxury group, said publicly in the industry forum last week that LVMH and Kai Yun's two luxury groups have invited Yoox/Net-a-Porter to invest in luxury electronics companies. The electricity supplier company will be completed in September of this year by the merger of Net-a-Porter, the electricity supplier of the group of Italy, and the Yoox of the luxury Electronics Group.

" De branding "Trend: in the past two years, with the rapid maturity and development of consumers, luxury consumption has changed rapidly from brand personality to consumer personality. The speed of luxury consumer" de LOGO "process is accelerating, and the trend of" de brand "will appear in the future, that is, the influence of brand in consumer buying behavior will become smaller and smaller.

Of course, while reducing prices, luxury brands should also strengthen the Chinese consumers' experience and enable consumers to feel the same luxury cultural connotation as they do abroad, so as to ensure that China's luxury consumption experience is more complete and comprehensive.