One of the most important factors for attracting millions of luxury brands at any time is their uniqueness, which is why luxury brands have introduced high-priced limited-edition models.
In the emerging Chinese market, the competition for luxury brands has become increasingly fierce, and the means of competition have also been innovated. The “China version†model specifically targeting the Chinese market can be said to be a new way for luxury brands to compete for the market.
The battle to create a luxury brand of Chinese elements to compete for the launch of the Chinese version of the "Chinese version" has already begun two years ago. In 2009, coincided with the 60th anniversary of the founding of New China, BMW accelerated the localization strategy. In China, BMW launched a “New BMW 760Li China 60th Anniversary Celebrationâ€, based on BMW Group’s new BMW 760Li Individual models, designed to celebrate China. The 60th anniversary of the establishment of the People's Republic is tailor-made. The designer incorporated a lot of Chinese elements on the car. The body was embossed with the "China60Years" logo and the Chinese knot of "Chinese Red" color. The "Chinese Red" lines, headrests and velvet feet were drawn on the four seats. There are also exquisite "Chinese Red" Chinese knot designs. In addition, the "China Dragon" background seal script "China's 60th Anniversary" has been specially designed on the front and rear iDrive knobs.
In addition to BMW, many luxury brands use the “made exclusively for China†approach to show the Chinese market and consumers well to show their importance to the Chinese market. Bentley, which has seen rapid growth in sales in the Chinese market in recent years, has launched a Continental speedchina model for China, and has carried out some “remodeling†for domestic consumers. This is actually not Bentley's first launch of the "China Edition". At the 90th anniversary of Bentley in 2009, it has launched a Bentley elegant "90th Anniversary Edition" model. The whole body and carriage of the Bentley are equipped with the Bentley 90th Anniversary Badge and China Edition special commemorative logo, and the car headrest can also be embroidered with the emblem or name according to the customer's custom requirements.
In the face of Chinese consumers’ love for this “special†style, other luxury brands naturally will not be indifferent. Ferrari immediately followed the launch of a 599GTBF Orino China limited edition sports car, which is limited to 12 units in the Chinese market. It uses a flaming red and silver-gray roof double-colored body that contains Chinese cultural elements. This is the first time Ferrari launched a limited edition for the Chinese market. Edition models. Porsche who has worked in the Chinese market for many years is not far behind. It not only brought the global limited edition model 911EditionStyle to China, but also commemorated the 10th anniversary of its entry into China not long ago. In particular, it launched the Porsche China 10th Anniversary for China. The commemorative version is limited to 10 units worldwide, and it is only for Chinese users. In addition, a number of luxury brands such as Maybach, Rolls-Royce Phantom, and Jaguar have launched limited-edition models specifically targeting Chinese customers.
Consume-driven trends The “China version†model has a long history. The luxury brand launched a limited-edition model for the Chinese market, which is closely related to consumer positioning and demand at this level. A car commentator said that the luxury brand launched a limited edition model, to maximize the consumer psychology to meet the domestic consumer, in addition to high-end luxury models, can bring to buy a more special special feeling. In fact, the limited-edition model is a relatively common vehicle marketing method in foreign countries, and it is also part of a mature automobile culture. It not only includes luxury brands, even ordinary family models. If the market is large in sales and has a great impact on consumers, it will lose no chance. To launch a variety of limited edition or special edition models.
The introduction of limited edition models in China is not a patent for ultra-luxury brands and super sports cars. If we want to expand the concept of “China Editionâ€, it will cover a wider area and can be called a Pan-China version. . From Audi's introduction of the extended version of the A6L specifically for the Chinese market, the new BMW 5 Series has been extended, the Mercedes-Benz E-Class has been extended, and luxury brands such as the Volvo S80L have been introduced. The new products that are unique to the Chinese market have become a trend; Lexus In order to adapt to the demand of China's luxury car market for small-displacement vehicles, an ES240 model was introduced, which can be said to be specially produced for the Chinese market. Infiniti also launched a series of small and medium-sized 3.0L or less for China’s tax policies and consumer preferences. Displacement models; Mercedes-Benz smart also launched a special limited edition rabbit model for the Chinese zodiac. All of these can be seen as the “China version†models with Chinese characteristics launched by luxury brands and auto manufacturers in order to meet the special needs of the Chinese market.
A staff member of the BMW 4S store told the reporter that the demand for high-end brand consumers has now undergone major changes. Prior to consumers’ purchase of cars, brand factors and awareness were more valued, and now there are more demands on brand factors. The personalization, through a car to reflect their own taste and different. Therefore, nowadays, various automobile brands have made big fuss about the individual design of the models, including the bolder and bolder positioning of the body color and style, which is also a trend. As the status of China's auto market has been significantly improved, this kind of demand from domestic consumers will inevitably also adversely affect the international market, thus stimulating the trend of the international market. Even the famous "Speed ​​King" model Bugatti has changed its tradition of selling cars only through customized methods in China, and has opened its own world's first showroom in Beijing. It can be foreseen that the "China version" model will not only stay in the luxury brand area, there will be more car manufacturers to join in.
In the emerging Chinese market, the competition for luxury brands has become increasingly fierce, and the means of competition have also been innovated. The “China version†model specifically targeting the Chinese market can be said to be a new way for luxury brands to compete for the market.
The battle to create a luxury brand of Chinese elements to compete for the launch of the Chinese version of the "Chinese version" has already begun two years ago. In 2009, coincided with the 60th anniversary of the founding of New China, BMW accelerated the localization strategy. In China, BMW launched a “New BMW 760Li China 60th Anniversary Celebrationâ€, based on BMW Group’s new BMW 760Li Individual models, designed to celebrate China. The 60th anniversary of the establishment of the People's Republic is tailor-made. The designer incorporated a lot of Chinese elements on the car. The body was embossed with the "China60Years" logo and the Chinese knot of "Chinese Red" color. The "Chinese Red" lines, headrests and velvet feet were drawn on the four seats. There are also exquisite "Chinese Red" Chinese knot designs. In addition, the "China Dragon" background seal script "China's 60th Anniversary" has been specially designed on the front and rear iDrive knobs.
In addition to BMW, many luxury brands use the “made exclusively for China†approach to show the Chinese market and consumers well to show their importance to the Chinese market. Bentley, which has seen rapid growth in sales in the Chinese market in recent years, has launched a Continental speedchina model for China, and has carried out some “remodeling†for domestic consumers. This is actually not Bentley's first launch of the "China Edition". At the 90th anniversary of Bentley in 2009, it has launched a Bentley elegant "90th Anniversary Edition" model. The whole body and carriage of the Bentley are equipped with the Bentley 90th Anniversary Badge and China Edition special commemorative logo, and the car headrest can also be embroidered with the emblem or name according to the customer's custom requirements.
In the face of Chinese consumers’ love for this “special†style, other luxury brands naturally will not be indifferent. Ferrari immediately followed the launch of a 599GTBF Orino China limited edition sports car, which is limited to 12 units in the Chinese market. It uses a flaming red and silver-gray roof double-colored body that contains Chinese cultural elements. This is the first time Ferrari launched a limited edition for the Chinese market. Edition models. Porsche who has worked in the Chinese market for many years is not far behind. It not only brought the global limited edition model 911EditionStyle to China, but also commemorated the 10th anniversary of its entry into China not long ago. In particular, it launched the Porsche China 10th Anniversary for China. The commemorative version is limited to 10 units worldwide, and it is only for Chinese users. In addition, a number of luxury brands such as Maybach, Rolls-Royce Phantom, and Jaguar have launched limited-edition models specifically targeting Chinese customers.
Consume-driven trends The “China version†model has a long history. The luxury brand launched a limited-edition model for the Chinese market, which is closely related to consumer positioning and demand at this level. A car commentator said that the luxury brand launched a limited edition model, to maximize the consumer psychology to meet the domestic consumer, in addition to high-end luxury models, can bring to buy a more special special feeling. In fact, the limited-edition model is a relatively common vehicle marketing method in foreign countries, and it is also part of a mature automobile culture. It not only includes luxury brands, even ordinary family models. If the market is large in sales and has a great impact on consumers, it will lose no chance. To launch a variety of limited edition or special edition models.
The introduction of limited edition models in China is not a patent for ultra-luxury brands and super sports cars. If we want to expand the concept of “China Editionâ€, it will cover a wider area and can be called a Pan-China version. . From Audi's introduction of the extended version of the A6L specifically for the Chinese market, the new BMW 5 Series has been extended, the Mercedes-Benz E-Class has been extended, and luxury brands such as the Volvo S80L have been introduced. The new products that are unique to the Chinese market have become a trend; Lexus In order to adapt to the demand of China's luxury car market for small-displacement vehicles, an ES240 model was introduced, which can be said to be specially produced for the Chinese market. Infiniti also launched a series of small and medium-sized 3.0L or less for China’s tax policies and consumer preferences. Displacement models; Mercedes-Benz smart also launched a special limited edition rabbit model for the Chinese zodiac. All of these can be seen as the “China version†models with Chinese characteristics launched by luxury brands and auto manufacturers in order to meet the special needs of the Chinese market.
A staff member of the BMW 4S store told the reporter that the demand for high-end brand consumers has now undergone major changes. Prior to consumers’ purchase of cars, brand factors and awareness were more valued, and now there are more demands on brand factors. The personalization, through a car to reflect their own taste and different. Therefore, nowadays, various automobile brands have made big fuss about the individual design of the models, including the bolder and bolder positioning of the body color and style, which is also a trend. As the status of China's auto market has been significantly improved, this kind of demand from domestic consumers will inevitably also adversely affect the international market, thus stimulating the trend of the international market. Even the famous "Speed ​​King" model Bugatti has changed its tradition of selling cars only through customized methods in China, and has opened its own world's first showroom in Beijing. It can be foreseen that the "China version" model will not only stay in the luxury brand area, there will be more car manufacturers to join in.
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