< strong > ten pseudo luxury quality management question</strong> asked/hand in broad enterprise management consulting company chief expert tan small fang preface: recently, the net friend list of the 10 "false luxury", bear the brunt of the Coach, including GAP, LEVIS, etc. These foreign public brand, why can sell high in China, change as luxury? According to the shop assistant Coach is introduced, the domestic price of the stores and Coach China's official website with the price identical. Reporters refer to Coach's official website found that a handbag embossed crocodile lines in China with the official website for the price is 6950 yuan RMB, the English official website price was $598 (eur 3861); In addition a red leather handbag price labeled in China's official website is 3800 yuan RMB, the English official website for only $298 (eur 1924), domestic and foreign price difference of close to 50%. In China's official website to Coach a new product, the lowest price of a handbag price for 3800 yuan RMB, the English web site, the lowest price handbag can be purchased for $128 (eur 826), this price level in domestic can only be called is medium high-grade consumer goods. Since always, Coach of external whether there are luxury goods dispute, in the 1990 s, the Coach puts forward the concept of "the mass luxury" will be the product price position for LV, PRADA and other European luxury brands of about half. But in recent years the Coach in the Chinese market price performance and its marketing way many Chinese consumers have become in the eyes of luxury, its in foreign countries, the situation was not so, still is medium high-grade mass consumer brands. So these foreign second line brand in China why to be able to put on the cloak of luxury goods, alston and numerous Chinese consumers willing to buried menu? "Domestic consumers for foreign brand cognitive limitations, brand reputation, brand positioning the lack of the proper understanding, a lot of just follow the trend, in this kind of information under the condition of incomplete, it is possible to put some overseas two three line fault as famous brand of luxury brand." Famous corporate governance experts tan small fang teacher ('s official website ) red-carpet interview, spending the asymmetry of information also aggravate the second line foreign brand excessively high price phenomenon.
Although nowadays more and more easily go out of the country, but for the vast majority of consumers, to foreign countries of the chance to live is not much, for these foreign brand know also unclear. China's luxury very not well developed, and introducing didn't also long time, to foreign luxury brand also not familiar with. As long as there is a brand come in, everyone regardless of high-end brand in the specific rankings, as long as is a foreign brand will blindly feel is good, in fact this is not the same. Chinese consumers for the yankees brand so trust, but a lot of the brand, especially high-end foreign brand for Chinese consumer is a face of arrogance. "3 packets" the compulsory standards, at the brand is completely won't work on. The author in the shop was told that GUCCI, goods shall not return after sales. Some luxury brand sales staff is to tell the author this is directly top brand, won't appear quality problem. However, a recent foreign brand barrage problems, liaoning disappear assist data show that the luxury brand, the yankees now complaints grows day by day, quality problems and after-sale service is often a problem. Famous corporate governance experts tan small fang teacher, comments that thank.tell brand must be equally. The brand is not divided into China and foreign countries, only you strictly enforce the standard, make enterprise know it is a bottom line, a piece of high tension line, you touch the bottom line will die. Famous corporate governance experts tan small fang teacher (the preset quality management training, please contact) said, DuoNian to, in the Chinese market is not mature (fake supervision mechanism imperfect and balance mechanism operation invalid), China enterprise brand is still not fully conceived, countries have reverence for the yankees brand people's psychology. Whether to buy a car, home ownership or food, clothing, it seems the brand of quality and reputation more worthy of trust. However, in recent years the international brand in China frequent problems, such as in the previous years Toshiba computers quality problem, recently make an uproar in the Otis elevator, some international brand of trust fell sharply. But because the local brands alternative is insufficient, but people still exerted by the brand, and this led to many derivatives appear, such as in the previous years in China "German" floor, nearly all the products during hot debate "traveling abroad" change from home Da Vinci international imports, and so on. International brands in China frequent "something" was a wake-up call for the consumer, foreign brand also have unreliable. Otis let people travel apprehensive lest, when he went in to the world was beautiful; Let the success of leonardo Da Vinci, "confidence" in the high-end personage pursuit of high grade, and even walk before you run into the so-called "high society" in the romantic day and night and great harm chemical material, reagent for "intimate contact". Tan small fang-although state-owned brand teachers think plodder, but in the fierce competition also stumble coming to the forefront. Unfortunately, the lack of integrity of market environment and the enterprise bear the lonely desperate, the really made with national spirit and want to support national industry because of the common people SanLu poison milk powder, melamine to China famous brand such as milk doubt and fear; For other local crab to the yangcheng lake "bath" and to "yangcheng lake crab" suspicion; Nine out of ten of the drink in the market already sell like hot cakes 15 years, service life up to 10 DuoNian products, has not been incorporated into the state of 3 packets of regulations catalogue, their after-sales service depend entirely on the manufacturer's self promise and credit, consumers in product process in the use of product fault will encounter with natural headed service. The future market competition, will be customer satisfaction competition, who won the customer's favor, who can make a lasting market share, who can in the market the invincible position, this is a universally of truth, and good after-sales service, is the enterprise to battle market and win the market and international tool. Famous corporate governance experts tan small fang in practice and research teacher summarizes the experience: service management is the basis of the customer management component, we should be taken seriously
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