Research On Brand Communication Of Abroad Affordable Luxury

The Reform and Opening has gone through a glorious course of 40 years,per capita disposable income of urban residents in China rose from 343 yuan in 1978 to25,974 yuan at the end of 2017,an increase of 106 times.The developed provinces and cities in the eastern coastal regions have already reached the level of the middle and upper developed countries.Under the tide of this era of rapid development,hundreds of millions of families have emerged from poverty and become rich,which has created a large number of social groups with a certain economic base and spending power,and bring a vast Chinese market to international luxury goods giants.After the world economic crisis in 2008,the international luxury goods giants established many sub-brands to save the sluggish sales performance.Under the catalysis of the international luxury goods giants and their sub-brands,affordable luxury brands who boasts the “high quality,low price” have sprung up and the Chinese market has become a “geomantic and treasured site” for these brands to develop and expand.Especially in recent years,foreign affordable luxury brands have entered China on a large scale.In contrast,China has basically no domestic luxury brands,and the vast local luxury market have to allow foreign brands to divide up the cake.The contradiction between the growing good life of the people and the unbalanced development of the current development,make the middle class,who hopes to obtain a higher quality of life and better economic conditions,become loyal customers of foreign affordable luxury brands.Therefore,how to draw on the development experience of foreign affordable luxury brands and nurture domestic affordable luxury brands,it is the original intention of this article.This article analyses the four components of brand communication subjects,objects,channels and content.Advertising,public relations,interpersonal and terminal aspects are used to explore the ways in which foreign brands of affordable luxury goods commuicate,so as to find practical experiences that are consistent with domestic brand growing.Domestic scholars are more interested in traditional luxury brand,and there are few researches on affordable luxury brands.This article has anew definition of the “Affordable Luxury” from the academic perspective:“Affordbale luxury are based on simplicity,practical,high-quality features,young consumers can afford,medium and high grades goods." This article can be counted as earlier study in domestic in the field of affordable luxury brand communication academic papers,combined the concept of “New Retail”,local brands should build an experiential consumption that integrates online and offline.