According to the American legend fur auction house, the first auction of three legendary fur auction houses was launched in March 18th. Today, we sell all kinds of legendary colored Martens in the United States. Recent depreciation of foreign currency and mink A lot of supply will bring uncertain buying environment to fur trade in the next few months.

Despite all the difficulties, American Legend The auction has made remarkable achievements. The main buyers are from China. Hong Kong China, Korea, Russia and European fashion group.

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Many examples seem to be illustrative of the public opinion that LV is now being rejected by high-end consumers in the Chinese market. I heard this scene in a restaurant in Beijing: "LV is so common that everyone seems to have it. By comparison, I prefer to buy Bottega Veneta - it's less common. It is a middle-aged lady who seems to have some economic strength.

Indeed, in public places such as buses, subway, shopping malls and other public places in Beijing, people can see LV bags with classic Monogram designs. They are always embarrassed by "bumping into bags".

LV was once an exclusive product of celebrities' notions of status. Now it is popular among the middle class, and even has become popular. Why? I think there are two reasons for this: first, the proportion of China's middle class is increasing year by year, and the overall consumption capacity of Chinese people is constantly increasing; two, LV is a luxury luxury goods in France, and the image of tall people is deeply rooted in the hearts of the people, so it has become the favorite brand of copycats.

A market research conducted by LV has revealed that the biggest harm to LV is that LV's fake products have been fully covered in China, and the spread of fake commodities has led most high-end consumers to transfer their consumption targets. For ordinary consumers, they are unwilling to buy real LV from their performance price ratio.

But the author believes that the popularity of Lv among ordinary consumers does not mean that its brand value will be reduced. With the upgrading of Chinese consumption, the "brand concept" has been gradually strengthened. If there is consumption demand, genuine products will become the first choice. Therefore, the popularity of Lv using the crowd just reflects the fact that it is highly sought after by all walks of life, and this pursuit is achieved by brand value, brand creativity and brand technology.

From the perspective of brand value, LV has a rich history and culture. LV has been born in 1854 for more than 160 years. Louis Weedon was born as a small carpenter and became an apprentice to a craftsman craftsman. He became the most trusted suitcase expert of Eugenie queen, and created a legend from a small carpenter to a royal sheaf and then to a top luggage manufacturer. Later, the classic design is more suitable for the development of travel history. As the French writer BlaiseCendrars said, "departure means going with Lv."

Whether the founder or successor of LV, the rich cultural connotation is regarded as a necessary condition for LV to grow and expand. Founder Louis Weedon directly named his LV brand, and his son George Vuitton inherited his father's preference. He wrote the book "traveling from ancient times to the present" on behalf of the French luxury spirit specimen, and this book also laid the value of Lv in French culture.

The profound history and culture have become the high-quality genes contained in Lv's bones after years of grinding. After hundreds of years of experience and baptism, Lv has long integrated art, design and business elements into a brand and branded the brand in the minds of consumers.

From the perspective of brand creativity, since its birth, LV has attached great importance to product innovation and improvement, and combined with practical needs. A classic case with far-reaching impact is that in 1858, Lv launched a convenient transport flat cover poplar trunk to solve the trouble of traveling with a large number of clothes and essential items, which brought great convenience to travel.

And when it comes to Lv, the "letter combination canvas" with the brand name function is known to all. (Monogram pattern). From the first generation of Monogram canvas LV pattern, to the two generation of master George Vuitton, to today's international interwoven letters printed on the Monogram Canvas style, "letter combination canvas" is LV's brand recognition symbol for more than 100 years.