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Can Chinese nascent luxury brands known outside of China?

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Wealthier Chinese consumers have long turned to the West to find the luxury goods they desire. But that could be changing.

一直以来,富裕的中国消费者都到西方寻求想要的奢侈品。但是这种现象正在发生改变。

 

To satisfy the cravings of the new upper class in the Middle Kingdom, top-shelf brands made in China that cater to Chinese tastes have begun to emerge as real contenders.

为了满足“中间王国”上流社会的需求,迎合中国人品味的顶级品牌作为真正的竞争者正不断涌现。

 

Their market share remains too small to measure, but some experts say it’s the start of a lasting trend.

他们所占的市场份额仍然很少,少到不可计算,但是专家表示这只是一种永久趋势的开始。

 

While you're still more likely to find a Louis Vuitton or Gucci gown hanging in a Chinese wardrobe than an Uma Wang or Masha Ma dress, home-grown brands are taking advantage of a three-fold change.

当你还在中国橱窗中寻觅LV或者古琦礼服,而不是万宝宝珠宝设计以及玛莎玛的衣服时,一些本土品牌正充分利用一个三重改变的机会。

 

First, a shift in tastes of wealthy Chinese consumers from big bling to classier offerings. Second, quality improvements have helped nascent brands shed the stigma of “made in China” and put them more on par with global competitors. Finally, a general patriotic sentiment has been brought on by a resurgence of the “Chinese dream” launched by the President Xi Jinping.

首先,富有的中国消费者的品味从珠光宝气转向更加典雅的产品。第二,质量改进帮助新生品牌摆脱了“中国制造”的标签,并让这些新生品牌与全球竞争对手看齐。最后,习近平总书记提出的“中国梦”激起了人们的爱国情怀。

 

“Chinese brands are now coming out into their own,” said Jean-Baptiste Andriani, academic director for the Shanghai branch of IFA, the Paris fashion and design school.

“中国的品牌正不断得到认可,”巴黎时装设计学校IFA上海分校教务总监 Jean-Baptiste Andriani说道。

 

Some of the Chinese luxury brands and products showing finding appeal with native consumers include The Herborist, Ye Mingzi and Bao Bao Wan.

一些得到本土消费者青睐的中国奢侈品品牌有佰草集,叶明子以及万宝宝。

 

“Before, people were embarrassed about anything coming out of China. This is no longer the case,” said Shaun Rein, author of The End of Copycat China. “Overall it’s an exciting time for Chinese brands. People are looking for a Chinese lifestyle they can aspire to.”

《山寨中国的终结》的作者雷小山表示:“之前,中国制造的产品总会让人尴尬。但现在已不是这种情况了。”“总的来说,对中国品牌来说,这是激动人心的时刻。现在人们在追求自己渴望的中国生活方式。”

 

Take Chinese haute-couture designer Guo Pei's latest collection. Last decade, her extravagant pieces were more about reinterpreting European culture. Now her elaborate red dresses and ethnic designs reference their Chinese roots. Pei said 2008 was a turning point. “I then realised I was proud to be Chinese,” she said.

以顶级女装设计师郭培的最新作品为例。过去十年间,她设计的衣服不再单单是重新阐释欧洲文化。目前,她精心设计的红色礼服和民族设计都源于中国文化根基。郭培表示2008年是个转折点,“当时我意识到,作为中国人,我很自豪。”

 

Despite recent successes, challenges remain for these nascent luxury brands. They don't appear in any of the favoured Top 10 lists of Chinese consumers compiled by research firms and many remain unknown outside of China. Furthermore, they are as expensive as their foreign counterparts, without the glamour to go with the price tag.

尽管新兴品牌目前取得了成功,但是仍面临一些挑战。调查公司调查的中国消费者最喜爱的10大品牌中并没有这些新兴品牌,很多品牌在国外的知名度还未打开。此外,它们与国外品牌一样昂贵,并不在价格上吸引人。

2016-06-24

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