Maotai And Remy Brand Study Gene Expression Ratios

In the second10years into the21st century, the international luxury brandshave also entered the Chinese market, and tried to fill the chasm of people’s luxuryawareness and consumption attitudes; Euro exchange rate remained lowerworldwide, outbound travel continues to heat up, but also makes more and moreconsumers choose to go abroad, to "mop-up" the luxury market of Europe; Accordingto the official report of the world Luxury Association2012, the total annualconsumption of the Chinese luxury goods market has reached$12.6billion,accounting for28%share of global. China has become the largest luxuryconsumption country in the world. Even if the strong development momentum ofChinas luxury consumption market, but there still no one local luxury brand becertificated by the international luxury Organization in china. The events in April2011"Mao Tai apply for luxury qualifications" have made Mao Tai brand onto the cusp;"2011China Luxury Report" also believe that Chinas first domestic luxury brand isexpected to appear in the industry of white spirit. This article choose to start fromthe Chinese industry of white spirit, the main study object is "Mao Tai"—the mostsimilar luxury brand in china, through the contract of "Mao Tai" and the famousinternational liquor luxury brand—Remy Martin, to study the essential genes ofChinese high-end liquor brands became to be international luxury brand, and toexplore the problem of Chinese luxury liquor brands Currently and the possibledevelopment in the future.In the course of the study, the writer select the most representative televisionadvertising of "Guizhou Mao Tai jiu" and "Remy Martin XO" in the2003-2012decadeas samples, samples of these ads will be the best presentation and evidence to showthose genetic characteristics of the brand, also assisted to derive " brand genepyramid model "in this article. And then make the analysis and summary with thebrand gene construction of Chinas high-end liquor brands.From the comparison of the brand genes with "Mao Tai "and "Remy Martin",also constructed the "brand gene pyramid model", the paper argues that Chinas domestic high-end liquor brands to become internationally renowned luxury brandshave to build and upgrade themselves from physical genes、cultural gene、symbolgene and luxury genes these four parts. In addition, every country, even each luxurybrand have different path of development. European aristocratic "Old luxurydevelopment path is considered more difficult to go, but makes resources andcultural factors taking into account, China high-end liquor brands or still should takethe initiative to deliver the "scarce resources" and " Profound culture "first, try toattract more target consumers from upgrade their brand and product; How muchpatience for the training of luxury brands and perseverance do Chinese businessowners have? How the evaluation with the concept of "luxury" and cognition byPublic opinion and the people of China will change to be; Recent vigorously limit of"public fund consumption" may change the consumption patterns of Chinas high-endliquor products, they all will largely affect Chinese liquor brand "luxury"development.