It is true that LV's headquarters is in the United States, but this luxury emperor lives in France all year round.

Speaking of which, I have to say more, the French, always have a sense of honey superiority. Unlike our people's self-confidence in a great country, our people's sense of superiority comes from our inclusiveness, which is related to thousands of years of heritage. It is true that the inheritance of ancient culture on the mainland is now worse than that of Treasure Island, and to put it bluntly, it is also that too many upper-class people were taken away when they were old and often left. The inheritance of ancient culture largely relied on intellectuals, that is, the upper strata of society at that time. Most of the ordinary people are out of school and illiterate, and there are not many people who can play a role in inheritance.

No matter what Lao Chang said back then, he also represented a legitimate government, and in the early years of the Republic of China, he was indeed trusted by the gentry class, and was once regarded as orthodox, so he took away a large number of upper-class people at that time, and brought a large number of ancient cultural inheritances to Treasure Island. But at the end of the day, that's part of China, so there's nothing wrong with that. Thousands of years of inheritance in China, has never been broken, in the other ancient civilizations have been extinguished one after another, only China, the oldest civilization in the world, not only stands in the forest of the world, but also rejuvenates a new vitality.

So we are proud for a reason, and it is reasonable.

The French are different, they don't have that long history, and that's not what they are proud of.

Because they have always been stubborn in their belief that French is the most beautiful language in the world, that the French are the most romantic people in the world, and that France is the most beautiful country in the world...... Because there is no standard to measure, so the so-called best and most beautiful are a subjective feeling, no matter what other people think, I just think that I am the best, the French are such a mentality, not like our countrymen, from an objective point of view, we are the oldest and oldest and most complete nation in the world, there is no problem at all.

One objective and one subjective, you can see the difference between the French.

And they also have a very interesting place, that is, to travel to France, many times, obviously the French person opposite him can speak English and other languages, but he just doesn't say it, just insists on communicating with you in French. Sorry, I'm sorry, I'll ignore you, I don't understand and deserve it.

I have to say that this mentality of the French is actually worth learning from the Chinese people.

Chinese people have denied themselves for too long, and many people have begun to despise their country and reputation from the bottom of their bones, if everyone in the country can be as confident and full of superiority as the French, although it may not feel very good, but for this country and nation, it is still good for the country and the nation.

This time, it is the emperor of the world's luxury industry that he will face.

To be honest, Zhou Fangyuan doesn't know much about luxury.

Luxury goods are defined internationally as "a kind of consumer goods that exceed the scope of people's survival and development needs, and have unique, scarce, rare and other characteristics", also known as non-daily necessities. In economics, luxury goods refer to products with the highest value/quality ratio. From another point of view, luxury goods refer to products with the highest ratio of intangible value/tangible value relationship.

In his best-selling book Luxury Brings Abundance, Volgang Latzler defines luxury as follows: "Luxury is a way of life that is considered luxurious by the respective society, in whole or in part, and is mostly determined by the product or service". Today, the international concept of luxury goods is "a kind of consumer goods that exceed the scope of people's survival and development needs, and have the characteristics of uniqueness, scarcity, and rarity", also known as non-necessities.

In the concept of Chinese people, luxury is almost equivalent to greed, profligacy, and waste. In fact, from an economic point of view, luxury goods are essentially a kind of high-end consumption behavior, and there is no praise or disapproval in itself. From a social point of view, it is an improvement of personal taste and quality of life. Economics defines luxury goods as items whose demand for them increases higher than their income. It can cover a wide range of things, from ginseng, designer watches, to luxury cars, all of which can be luxury goods. However, luxury goods are generally considered to be very expensive items, i.e. items that most people cannot afford. There are expensive items that are neither essential nor useful, such as designer bags, ready-to-wear, and high-end cars.

However, this idea is not entirely correct, at least, it is right to enjoy a better life, and luxury is often linked to a better life, to a large extent, whether you can afford luxury, it represents whether your living standard has reached a certain level, so it is right to consume luxury, but unrestrained consumption, or even a swollen face to become fat, it is very wrong.

With the development of the country's economic strength, Chinese people are getting richer and richer, and they are more and more fond of buying luxury goods, which undoubtedly increases the purchasing power of Chinese consumers in the international market. The strong consumption power of the Chinese people has doubled the confidence of many international luxury brands in the Chinese market, and they have accelerated the opening of new stores, expanded the market in second- and third-tier cities, and seized market share. China's initial understanding of luxury goods can be traced back to the Ming Dynasty more than 400 years ago, when Western missionaries Matteo Ricci and Pang Di came to the capital and presented two chiming bells as gifts to Zhu Yijun of the Ming God Sect. During the Qing Dynasty, because of the enlightenment from the West, the Qing Palace Office was established. It was mainly used to make all kinds of luxury items for the Qing Dynasty royal family.

In the middle of the last century, the development of China's high-end consumer market has stagnated, but after the reform and opening up, Western high-end watches, leather goods, and jewelry have flooded into the country.

Of course, this is not the case.

Times are constantly evolving, and people's behavior will vary with different times, and even luxury goods themselves are constantly changing with the times. The concept of luxury is constantly extended, it changes with the times, and there are different representative products in different periods. For example, in our country, in the 80s of the last century, the "luxury" for people was the "three major pieces" of watches, sewing machines, and bicycles, and since then they have gradually evolved into televisions, refrigerators, and telephones. In other words, these items have changed from the initial impression of "luxury" to today's necessities.

Secondly, the audience for luxury goods is a small group of people, that is, the wealthy elite of society. Due to the conspicuous characteristics of luxury goods, there is now a common phenomenon among the ordinary wage earners in our country: save up for a few months or even half a year's salary to go to a specialty store to buy a clothing or bag similar to a luxury brand such as LV, and then wear or take it to the bus. This has become a prominent feature of a part of China's luxury consumer group at this stage. That's why we encourage people who can afford to consume luxury goods and strive to cultivate their cultural ideas and aristocratic temperament, so that luxury consumption can eventually return to rationality and become part of the normal operation of the market.

Finally, in terms of the nature of the industry, the luxury consumer industry is actually an elite industry, which represents more of a high-quality lifestyle.

We enjoy luxury while also pursuing a high quality of life. Top consumer goods are often associated with successful brands, excellent quality, excellent design concepts, and even historical accumulation and cultural inheritance, while the high price is the final factor. That is, luxury is not necessarily the most expensive, and expensive things are not necessarily luxuries. On a deeper level, luxury is actually a way of life.

In fact, having said so much nonsense, if you want to talk about luxury, there are probably several characteristics.

First of all, it is a symbol of wealth, and the brand charm of luxury brands is rich and luxurious. Luxury derives from the Latin word for "light". Therefore, luxury should be shiny, bright and enjoyable. Luxury conveys these through its brand visual identity system. From a sociological point of view, luxury goods are the goods of the aristocracy. It has status, it has status, it has superior power. It is a representation of the image of the nobility. Nowadays, although the society is democratic, people's "concept of wealth" has not changed, and luxury brands can meet people's instinctive needs. For example, the "Rolls-Royce" car has the symbol of an aristocratic car, so it is a luxury, a luxury in the car.

Then there is the visual sense, and the products served by the luxury brand must be "superlative". This "superlative" must be reflected in everything from appearance to quality. The high-end nature of luxury should be visible. It is precisely because it is "obvious" to its luxury that it brings glory to its owner. Therefore, luxury goods should provide more "visible value" – making people look good. Those who buy luxury goods are not at all looking for practical value, but for the feeling of the "best" of all mankind. This is true for Mercedes-Benz cars, and it is also true for Chanel fashion.

For example, the concept of "wealth is not exposed" that circulates in our country is actually contrary to luxury. Luxury, pay attention to a surface scenery, you don't care about the inside, the face, must be glamorous enough. In traditional Chinese culture, low-key and moderation are the mainstream ideas, so this is one of the reasons why luxury goods have been developing in China, but it is still difficult to become the mainstream after all.

Then there is personalization, where luxury brands tend to take pride in themselves, and they continue to set up the banner of personalization and create their own highest level. "Mercedes-Benz" pursues top quality, "Rolls-Royce" pursues hand-made, "Relleciga" pursues fashion, sexy luxury, "Ferrari" pursues sporty speed, and "Cadillac" pursues luxury and comfort. They have their own ingenuity, and each has its own ability. It is precisely because of the personalization of goods that people create reasons to buy. It is precisely because the personalization of luxury goods is not like mass goods that it shows its noble value.

Then there is specificity, luxury brands are very specific, and they must not be expanded and used at will. The so-called brand specificity refers to the fact that the brand only serves a certain product or a certain type of product. It's hard to see a luxury brand used across two industries and still be successful. Brand diversification itself is a taboo in brand management, let alone a luxury brand? "Pierre Cardin" once extended to the wine industry, producing a "Pierre Cardin" wine, but it failed. If "Nike" dares to do this, it must not be good luck for long.

Finally, there's the sense of distance.

As a luxury brand, you have to create a sense of aura. Making most people feel like they can't be reached is the mission of luxury brand marketing. In terms of market positioning, luxury brands serve a small number of "rich and noble". Therefore, in order to maintain the superiority of the target customers, it is necessary to create a sense of distance between the public and them. Distance produces beauty. Luxury brands are constantly setting up consumption barriers to keep mass consumers away from thousands of miles away. The beauty of luxury brands lies in the contrast between the number of people who know the brand and the number of people who actually own it. So, so to speak, luxury brands are "coveted, owned by the few".

In fact, the sense of distance is similar to the concept of mystery, because there is distance, so there is mystery. If there's one thing, everybody knows what it's all about. How it works, how commercial it is, what kind of material it is made of, how it feels to use, how much it can hold, or how much weight it can bear...... If all the data is widely known, then there is no sense of mystery, and there is no sense of distance, and what everyone understands, you just sell it at a sky-high price, and it is not qualified to be called a luxury.

All in all, when meeting with the emperor of luxury, money is not the main thing, the main thing is the understanding of luxury, or in other words, there is no own opinion about such a thing as luxury. Don't follow the crowd, have your own opinions. To say that before that, Louis Vuitton was certainly the world's top luxury group, a luxury empire, and the annual output value of a year could not surpass that of the distant group. The Yuanfang Group is still developing rapidly, and Louis Vuitton has not changed much for a long time.

Don't look at the other party's age, but when it comes to vitality, it is definitely not as good as the distant group. But when it comes to assets, people are definitely not bad for money, unless Zhou Fangyuan comes up with billions of dollars in one go, maybe people will be a little moved. But the problem is that a mere winery, even if it was a super winery, is not worth billions. Therefore, talking about money is the most meaningless, and it is still necessary to scratch people's G-spot.

Zhou Fangyuan has been making up for luxury goods all the way, from small headdresses and tie clips, to accessories and accessories, bigger cars or something, this person has prepared them for him. Private jets are not a new thing, in short, Zhou Fang is far from learning in a big place, he is staring at some details and is ready to win with details. It wasn't easy, but he believed he could succeed.

So, when he got off the plane and met Bernard Arnault, the "gentle wolf", the first words of the other party made him feel a sense of disillusionment.

"Did you eat it? Didn't you eat it? It just so happened that a cow was slaughtered at home, and I invited you to eat steak." ”

What about the luxury......

What about Aunt Fan......

Say yes...... Suave ...... What about wolves?