Earthquake Test: Who Is Interpreting Luxury In Depth?

Luxury goods are usually regarded as synonyms for "unlimited consumption". Enterprises producing luxury goods usually waste a lot of resources to maximize profits.

For the high-end fashion industry, fair trade and humane production now reach the pinnacle of social recognition. People's view of luxury has shifted from the luxurious appearance to the social responsibility behind it.

More and more consumers are beginning to consider the social significance behind luxury goods.

According to a survey conducted by New York luxury Research Institute in October last year, moral sense and social responsibility are becoming the key factors determining the attractiveness of brand business.

Milton Pedraza, President of the Research Institute, said: "we find that if wealthy consumers believe that a luxury brand is brave enough to assume social responsibility, they will think that the product of this brand has the same high-end quality and can provide good product services.

Because of the increasing sense of social responsibility of consumers themselves, their expectations for luxury brands are also increasing. "

The test of the Wenchuan earthquake

At the beginning of the Wenchuan earthquake in Sichuan, China, its seriousness was not as good as we expected. Soon, people began to act and set off an upsurge of earthquake relief in the world.

Some of the most popular luxury brands that are deeply concerned with the Chinese market have also announced news of donations to the earthquake stricken areas.

This relieved the Chinese consumers who had been disappointed with luxury brands.

Hermes made a low profile donation of 1 million yuan, but did not do any press releases; Estee Lauder donated 1 million yuan; Coach also donated 1 million yuan, while Coach global staff, in addition to earthquakes, can also freely choose charitable donations on weekdays. For all private labor donations, the company will implement "Matching Program" to give the same amount or double financial support.

Louis Weedon entered the Chinese market in 1992 and opened his first store in Chengdu in 2002.

In May 13th, Louis Weedon announced the donation of RMB 2 million yuan to the Red Cross Society of China for the relief work in Sichuan earthquake stricken area.

L'OREAL China donated 3 million yuan of cash and 150 thousand masks to the earthquake stricken area through the Chengdu Red Cross.

This is the second donation activity made by the company for earthquake relief in a week.

L'OREAL has already donated 1 million yuan of cash and materials to the disaster area through related agencies.

INDITEX group has been stationed in China since 2004. Now it has 18 Zara and Massimo Dutti brand stores in major cities of China.

In June 5th, the ZARA INDITEX group of China announced that it would provide economic assistance to the people in the disaster area for about 5 million yuan (about 35 million yuan). The senior officials of the corporate social responsibility department flew to Chengdu, Sichuan and the president of the Group China to donate a large type water purification equipment to the Red Cross Society of China, thus ensuring the daily drinking water supply of 25000 people per day.

In the past year, the INDITEX group has launched several "emergency preparedness plans" under the framework of corporate social responsibility to aid major international events, including the Peru earthquake, the Greek forest fire, the Sri Lanka tsunami, and the massive pollution of the "Prestige" tanker on the Spanish coast of Galicia.

The major watches and jewellery brands that are active in the Chinese market are naturally unwilling to lag behind.

Lu Huiquan, chief executive of Cartire global Bernard and chief executive of the Far East, had just visited Chengdu and Chongqing two weeks before the disaster, because they are very concerned about the situation in the disaster area now. Fornas

In May 15th, Cartire announced a donation of 2 million yuan to the Red Cross Society of China. From the day of donation to the end of June, some sales revenue of the LOVE Series in the national Cartire boutique will also be donated as a relief fund.

Chen Suzhen, President of the Swatch Group China, sent a fax to the Red Cross Foundation of China. Mr. Hayek, representing the group and President, said that he donated 8 million yuan to the people in the disaster area for relief, disaster relief and post disaster reconstruction.

MontBlanc announced the donation of RMB 1 million yuan to the Red Cross Society of China to support the rescue work in the earthquake stricken areas of Sichuan. Chen Zhihao, director of Xie Ruilin jewelry, donated 500 thousand yuan to the Chengdu charity society to the disaster area. CITIZEN (China) and CITIZEN timepiece Group donated 1 million yuan to the Red Cross Society of China, and another CITIZEN electronic thermometer, worth 330 thousand yuan, was used for 5 12 earthquake relief.

Today, the trend of humanitarianism is showing bright prospects, and some positive personal practitioners also put forward their own views.

China's first exclusive chain of "eight sounds" mechanical bell chain "Tian Lai Zhong Xing" will donate 5% of its three flagship stores in Shanghai, Beijing and Guangzhou for three months, and arrange charity bazaars around the country to support disaster resistance and reconstruction.

Wei Guangwen, chairman of "Tian Lai Zhong Xing", said: "I hope that the operators can understand that engaging in luxury goods industry is not only for making money, but also more important is to adhere to the principle of showing consumers a new way of life and a noble attitude towards life, while satisfying basic living comfortableness and taking more social responsibilities to help those who need help."

A noble attitude towards life is the true meaning of luxury.

In May 19th, the WORLD LUXURY ASSOCIATION issued an important notice calling on all the luxury enterprises in the world to contribute to the earthquake stricken areas in China. Ouyang Kun, the chief spokesman of the World Luxury Association's China Representative Office, said: "the world's luxury brands, as the affluent enterprises serving the top wealth of the society, should take a more active part in social disaster relief. Every luxury brand sold in China should play an important exemplary role in the disaster victims in China. This is the international humanitarian spirit that should be followed, and also a social responsibility of the world's luxury brands in China.

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