Consumer of luxury goods. However, the Chinese market, almost all foreign brands in the world, the absence of domestic luxury brands in China is undoubtedly the rise of the luxury market faces an awkward problem. This article aims to briefly explore the Chinese luxury goods market and the development status of local brands, and contact the Zen Buddhist classic,

Keywords: Chinese luxury goods market; local luxury brands; Sutra; the development of enlightenment

machine Feng Q, is divided into 10 items, saying the line from the products, goods Wisdom, casuistry products, Dinghui products mulberry baywater, meditation products, repentance products, opportunity products, Dayton gradually goods, law enforcement products and Fuzhu products.

Zen classic, place. relationship between the maximum ratio of the product, but also the intangible value / tangible relationship between the ratio of the highest value products. In recent years, fast development of China's luxury goods industry, market growth over the past few years has been more than 20%, U.S. When the decline in other markets timberland boat shoes, becoming a luxury paradise. As of January 2009 said, the Chinese luxury goods amounted to $ 8.6 billion, becoming the world's second largest luxury goods market; and according to a report by McKinsey & Company, the Chinese luxury goods market size or surpass Japan in 2015 become the world's first, before an earthquake in Japan, this disaster will no doubt accelerate China has become the world's largest luxury goods market in the process.

However, such a vast market for luxury goods, such amazing profit margins, but was in the leading foreign brand space. A group of people get rich first to open the Italian sports car, pumping the South American cigars, drink French wine, wearing European fashions, carry the French pack, Dai Ruishi table, the market Louis Vuitton, Hermes, Dior, Chanel, Mont Blanc, etc. brand dazzling, but rare in the shadow of Chinese brands. This contrast is not only the development of China's luxury market localization of an awkward question, but also much-needed breakthrough in China's brand of business barriers and bottlenecks. So, law clean air out of the Buddhist classics division

Indeed, jewelry, and extravagant luxury home in the eyes of release is is derived from highly refined wisdom of life and philosophy, business life practice, in a sense, is the Zen does not escape the mundane world, from the In fact Louis Vuitton wallets, I believe that if Zen and business, Zen and the floating light magic world is the more calm by the time, but also more profound, so even the development of China's luxury brands such seemingly irrelevant things, but also from the get a lot of useful lessons. Below, this article will focus on market positioning and development strategies both On the

2. Generally speaking, local luxury brand positioning about the following two: The first is .

on the first brand in recent years, more often than not, from the garment industry as much. It has been feeling in the domestic department store shopping on the record business circle, easily tens of thousands of dollars of clothing or accessories brand by a from Guangdong, Shanghai, Tianjin, Zhejiang and other places. Just The industry has said in an interview, in order to improve the enthusiastic registered French mbt shoes sale, Italian and other European brand names, to create a more distinguished effect; However, this The author of this question is a negative attitude. Looking at the world's major luxury brands, all have their own heritage content and brand story, after all, borrowed the brand can not be sustained, and can not reflect the true meaning of Chinese brands.

In fact, the application of image of the high-end brand, but will do more harm than good. On this point, In material. difference? 'As a Western country, the potential for the development of a luxury no Chinese or Western; Patriarch that he could not because the origin of the Lingnan is localized to draw nutrients accurate positioning, develop their own, and should not sell ourselves short. With

Furthermore, for the local brand of self-positioning, it should be, stresses to the This from the situation right! Qi from nature is not shaken! Qi Sheng-Wan from the performance of law! to the luxury brand both in China five thousand years of history of the thick plot, and no year-round development of the burden and the burden it should be open minded, out of an own stay. should strive for

3. According to McKinsey & Company, It is based on seeing this trend, even Hermes luxury predators such inroads into the Chinese market also developed a line of China's brand of wait?

Overall, domestic luxury brand development, it should do the following thirty word mantra: self-isolated phase, excluding internal and external. The thirty word is That is, in the development of brand, to be able to goal to put away, not to make a pros and cons regarding the issue of preoccupied - .

Specifically, the development of China's domestic luxury brand, we must first do is to understand the consumer's mind. Because the development of the local luxury brands, should be based on a vast domestic market, it will undoubtedly be the first domestic luxury consumer groups to do a more detailed analysis. Domestic consumption of luxury goods is now the number of potential consumers reached 175 million, the group is primarily divided into four categories. When a class of so-called ,

luxury consumers purchase luxury goods are mostly not They buy luxury goods, some groups (such as Large part of consumers to buy luxury goods as their own image and value of communication and additions. Because of the above points, in the establishment of the development of China's domestic luxury brand in the process, to consumers of the good is very important. the image of the product and consumers' spirit connected

development of luxury brands, but also pay attention to the timing of the development. Throughout China's domestic luxury brand has been more successful, both historic, there are some new Historical persons, such as China's national liquor Maotai, Millennium heritage; new crack, but also as Yang Lan and Celine Dion together to create a LAN, and advanced custom jewelry brand clothing brand tiger NE.TIGER so.

I think the brand History and Brand really shine on the international stage like the relationship between the time practices Zen and enlightenment of the time. the public, saying: 'This one method, let the north and south; method that one, saw Chiji. what name Dayton gradually? no legal Dayton gradually, people have Li Dun, hence the name Dayton gradually. Some meditation course of time, however, difficult to break worthy of Luxury brand development process, too, whether or not a long history, the Maitai Although a long history, but also introduce new cards with the family of French cognac wine co-screen to create the top wine brands. The Siberian tiger, LAN and other brands has been set up not long, but never learned Chinese culture nutrients: the Siberian tiger NE.TIGER, for example, to create a years of history, Suzhou embroidery, paper cutting, hand-painted and other technology in recent years show, in , tiger brand clothing although expensive, piece of clothing priced easily a few million or even ten million, but really in the international fashion arena,

Conclusion: the development of China's domestic luxury brand, should be rooted in the domestic market first, rooted in local culture, adhere to the traditional, continuous distillation, and consumer demand,

Reference: Master Hsing Yun. (2008). Platform Sutra speech: speech translation of the original Code of comments. Beijing: New Century Press.

Haiyun Following the Dream Master. ( 2009). very Sutra. Haikou: Hainan Publishing House.

long Liu (2003). said Zen Hong Kong: Joint Publishing (Hong Kong) Limited.

4. Hongyu , Diwei Rui, Wang Leizhi, Wuyi Qian. (2011). McKinsey Consumer & Shopper Insights: the rise of the Chinese luxury goods market.

5. Li Peng Tian. (2009) on China's domestic luxury brand development thinking. Consumer Guide 2009.Topics related articles：

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