< p > > a href= "//www.pmae.cn/news/index_h.asp" > luxury goods < /a > (Luxury) is defined as "a kind of consumer goods beyond the scope of people's survival and development needs, which is unique, scarce, rare and so on", also known as non life necessities.

These goods, which are far more intangible than those of tangible value, are not only popular because of their excellent performance, but also because of the significance of too many brands.

Buyers are able to satisfy the desire for life without limit by owning these additional values beyond practical significance.

Therefore, when the ability is rich and the right to choose is enough, the connotation of luxury is actually an important factor to decide whether or not consumers want to buy.

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P > with the more mature ecology of the high-end consumer market in the world, the luxury industry has begun to follow the industrialization and collectivization route, and the pursuit of profit has become the primary purpose of many brands.

While many famous luxury brands expand their market capacity, they gradually lighten the brand weight due to the failure of their business strategy.

When the big name goes down the altar, the original luxury and noble brand connotation is lost, and the virtual added value that brings consumers "glory" and "satisfaction" is also lost.

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< p > LV -- a synonym for "quick digestion" as a result of rapid expansion.

Since 2010, LV has announced that it will break through the layout strategy of China's first and second tier cities and plan to enter the three or four tier cities in order to gain a higher market share.

However, LV is losing its brand value when facing too many stores, products everywhere, lack of sales and customers fleeing.

Contrary to the rule that only "top niche brand" can be called luxury, popular, high street and wide selling channels LV is losing < a href= "//www.pmae.cn/news/index_c.asp" > high-end customers < /a >.

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< p > Cartier -- Cartier, which has more stores than LV, has resulted in a decline in brand value due to the large number of advertisements and many stores.

Among the international luxury brands, TOP10, the number one shop in China, ranks 224 in the number of Cartier stores in China, and is far ahead of second BOSS's 142.

The lack of high-end jewelry recognition, and the LOVE series of around ten thousand yuan was once regarded as a symbol of upstart because of the hot sales.

It is also reported that the service attitude of many Cartire stores in China is rather cold, which is harmful to the brand image.

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< p > Chanel -- Chanel, which has always been noble and cool, has been overqualified for producing yoga mat. < a href= "//www.pmae.cn/news/index_cj.asp" > commercialization < /a >.

A famous fashion critic once said, "if the Chanel manufacturers start to aim at the hot spots and what products will produce, then the luxury industry is really corrupt."

Most people expressed regret that Chanel made yoga mats or even involved in yacht making. The current successor deviated from the original intention of Coco's establishment of the brand, and the confusion of product lines would inevitably lead to ambiguity in brand positioning.

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