Luxury Brands Should Learn To Cultivate Consumer Loyalty.

Don't let loyalty become another luxury.

In recent years, Chinese consumers have

Passion is almost crazy.

With the gradual growth of China's affluent population, the luxury market is expanding.

China's luxury consumption market keeps growing by 40% every year. It is becoming the world's largest luxury consumer market.

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The Joint Research Institute of wealth management has launched a series of reports on "approaching China's rich" from this issue. Through the survey of luxury consumers' consumption behavior, consumption psychology and consumption orientation, this paper studies the luxury attitude of Chinese rich people in depth.

We hope to present a wealth map of China's luxury consumption through our series of reports.

In the first phase of the series "approaching China's richest", we will focus on China.

Research on the phenomenon that luxury brand loyalty is relatively low in the global market.

By reporting, we will try to find solutions to improve brand loyalty with enterprises.

Miss Huang, an office worker in Shanghai, is a Coach fan. Recently, she has bought 4 different kinds of Coach handbags in a row, and plans to go to the United States soon to collect new products. She has hardly bought other brands of handbags.

Miss Huang's strong fans are undoubtedly the "reassurance" of luxury brands. With such a group of people, brands will continuously sell products, and are sure to produce stable and beautiful financial reports every year.

How to make the consumer loyalty to a brand? Is it a brand story, a culture, a design, or a close service?

According to the survey conducted by the China business newspaper and the joint wealth Research Institute, the loyalty of Chinese consumers to luxury brands is lower than that of other countries. However, the loyalty of male consumers to female consumers is different from that of two or three tier cities in China.

"Brand power" determines overall situation

"In Europe and the United States, women should buy diamonds to commemorate their marriage, children and other life events.

Many of them will insist on buying Cartier, Tiffany and other big brands.

Ceng Wenyong, chairman of Si Xi Jing diamond (Shanghai) Co., Ltd. told China business reporter.

"The shell of" brand loyalty "is stripped, and the consumer's love for brand is inherent.

Lu Xiaoming, President of Loya international, believes that the source of brand loyalty lies in the fact that these brands themselves have strong power, which is "the conquest of consumers" by the brand's historical and cultural details.

Chinese consumers seem to crave the strength of this brand more than consumers elsewhere.

Zhou Ting, President of the Institute of wealth and quality, told reporters that Chinese people are easily influenced by foreign cultures and are willing to accept new things.

According to the research results of the wealth Quality Institute, 57% of consumers are very willing to understand and contact new products and information, and have great enthusiasm. 27% of consumers are more willing to not reject new brand and product information.

Only 1% showed no interest in understanding the products and information of the new luxury brands.

A survey on shopping behavior of Chinese consumers, which Bain consulted, found that when consumers buy a product very frequently, they prefer to pick different brands. Only when buying a small number of certain kinds of products, consumers will show "loyalty to a hundred Li".

Starting from girlhood

Sam, an American luxury cosmetics executive, told reporters that the core of luxury brands to build brand loyalty is to communicate with consumers.

"Story telling" is very important. Many international brands have a long history and strong strength. They have accumulated many good stories to be told to consumers, and then gradually become brand "loyalty".

There are some luxury brands on the "spire", and there are many implicit and more intimate practices, such as club mode.

"The most outstanding brands often do all kinds of activities, and the results are long-term."

Sam said.

Lu Xiaoming told reporters that many brands had no way to develop loyalty marketing techniques.

Some domestic brands have almost exhausted their busy marketing techniques, but consumers are still unhappy.

The real success is to fall in love with this brand after consumers first bought and used it.

As time and again buying experience and interaction, brand culture is gradually understood by consumers.

The two sides achieve mutual recognition.

"There is no contradiction between consumers' loyalty to different brands, only market share is exclusive."

Lu Xiaoming observed that some loyal LV fans also liked Chanel.

Cheng also serves and fails to serve.

Italy luxury brand Roberto Botticelli China agent Xiao Changming told reporters that to cultivate customer loyalty, service is very critical, for luxury brands, the level of service is even higher.

Xiao Changming is also a distributor of Givenchy menswear and clothing brand Just Cavalli.

Calling customers and sending E-mail is a common practice for pediatrics.

Xiao Changming asked his shop assistants to master a list of customers, and each customer's preferences, sizes, work and lifestyle were recorded.

Let shop assistants understand the importance of "familiar customers".

Unlike mass brands, the quantity of orders for luxury brands is very limited and very few.

At the ordering stage of clothing and shoes, customers can purchase them according to their preferences, and even customize them in the production stage according to the needs of customers.

When the shop assistants usually call customers or customers enter the store, they can make the right recommendation accurately.

In this way, customers can always find products that surprise themselves, and even create loyalty to stores.

"Every customer has his own personality. Some people are loyal to a brand, or even to a brand or a certain color of jeans.

Some customers especially like the belt of big LOGO, which requires us to understand and pay attention to and satisfy their preferences as much as possible.

Xiao Changming said.

Xiao Changming found that most brands in the us do not care much about brand loyalty. They like simplicity and comfort.

Europeans are more sophisticated.

In Chinese brand loyalty, there are more factors to follow suit. They tend to buy brands that everyone knows.

Sam said that the preferences of Chinese consumers are different from those of foreign consumers. Taking LV as an example, some foreign fans may buy more than a dozen or even twenty in a row, and they may do more because they understand and love the brand.

The current characteristic of Chinese consumers is that the brand is good, that is, fashion and popularity.

In the face of the current state of Chinese market, some luxury brands have relaxed their brand loyalty.

The reason is that China has a large population base and a large number of consumers.

"With so many consumers, a well-designed brand will enter China, and some consumers will like these brands, and new consumers will provide good sales results, so the brand will not pay much attention to brand loyalty."

Sam said.

In foreign countries, the awareness of consumer brand loyalty has long existed. Many brands spend a lot of manpower and money to build long-term.

At a certain stage, the effect will continue to emerge.