Brand Culture Research Of Chinese Local Luxury Market

Today, China’s luxury market is in the transition stage. On the one hand, the potential of China’s luxury market is very large; on the other hand the local Chinese luxury brand is absent. The abroad brand is popular. Chinese society is on the important period of transition, while the luxury industry will importantly promote economic development and increasing the domestic demand. Now, the industry is facing reshuffle and the market is segmenting. It is a really good time to foster local luxury brands in China. It is important that building brand culture can decide the success or failure of the Luxury. As a result, how to position and establish a Luxury brand and brand culture has become the major question of Chinese luxury industry.At present, the study of luxury and luxury brand is relatively conclusive abroad, but the research on luxury brand culture has not yet formed a complete system. The accessible data is very limited. The domestic luxury research started relatively late. The major approach for people to know the luxury is the media’s report about the history story of the international luxury brand. Besides, there is a large number of consumptive luxury advertising around our daily life. Little academic research involves luxury market. Only some dissertations refer to this topic.This paper collects a lot of local and abroad researches on luxury goods and market. According to the cultural factors of those successful international luxury brands, such as LV, PRADA, DIOR, this paper analyzes the relationship among luxury and social development, the ego, cultural values and its influence. This paper also applies a case study. With the case of "up and down" brand establishment by Hermes and its Chinese cooperated designer, this paper analyzes the brand building, and put forward to the countermeasures to build the local luxury brand culture in China.This paper concludes some luxury culture essences. For the social development part, luxury is a kind of society label, and people positioning and repositioning his social rank by purchasing luxury goods. For the personal development part, luxury is a dream, and the embodiment of the self. Individuals achieve their dreams and strengthen their-selves by consuming luxury goods. Thus, Luxury culture is under the influence of social values; Under the influence of different social values, consumers choose different luxury cultures and brands. According to our research, history and story are the two key elements of building a luxury brands. Chinese native brand never lack of these basic elements. Thus, it is important to establish the identity and confidence of local culture. Chinese native luxury brand culture, therefore, should come from digging the appropriate factors from the Chinese traditional culture such as Confucianism or Buddhism. Under the era of globalization, to keep pace with the Times, it is important to create the fusion of Chinese and western culture, and promote the cultural related luxury goods with its symbol of power and status. As a result of the limitation of subjective and objective conditions, the paper studies still exists deficiencies, such as lack of quantitative research and market sampling investigation to confirm the paper’s point of view. These will be the author research direction in the future.