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在具备了不可替代的产品之后,奢侈品牌往往会通过讲故事来赢得消费者的价值认同在奢侈品数字分析集团DigitalLuxury Group今年最新发布的奢侈钟表业市场调查报告中,中国首次超越美国,成为高端腕表的最大消费国。人们愿意花几万甚至几十万美元买一块腕表,当然不只是为了看一下时间,在产品同质化和贫富差距巨大的社会里,奢侈品的品牌形象和身份象征更容易拨动富人的心弦。不过,在营销和品牌专家的经验中,
After having an irreplaceable product, luxury brands tend to gain consumers’ value recognition through storytelling. In the luxury watch industry market survey released by the luxury digital analysis group DigitalLuxury Group this year, China surpassed the United States for the first time to become a high-end Watch the largest consumer. People are willing to spend tens of thousands or even hundreds of thousands of dollars to buy a watch, of course, not only to look at the time, in the homogeneity of products and the huge gap between rich and poor society, the luxury brand image and identity symbol more easily dial rich Human heart. However, in the experience of marketing and brand experts,