Shancang Treasures Consignmen Brand Management Case Study

In recent years，Chinese consumers of luxury goods purchases is growing and currently it isranked third in the world. The luxury market has great potential for development of the future，who is expected to rise to the second place for the luxury consumer in the world in2016. Theprofits created by the luxury has become an increasingly powerful part in the Chinese economyand a strong boost to economic development. The development of the luxury market prompts thesecond-hand luxury trading rising slowly in China. It is a hot popular theory in recently Chinawhich has been proven in the Japanese market. However, our current academic field andsecond-hand luxury goods industry are quite scarce. How to cultivate the second-hand luxuryconsumers in China and how to manage a second-hand luxury goods brand becomes a questionfor reflection. The development time of second-hand luxury brand in China is still in the initialstage. We should take the initiative to study, form the second-hand luxury brands theoreticalguidance and lay a solid foundation for the future development.In this paper, through the domestic second-hand luxury goods industry analysis andcomparison, combined with China ’s current situation and the future direction of developmentproposed second-hand luxury goods brand building and development strategies.Firstly, this paperstudies the definition of brand, luxury, luxury brands within the current theory. At the same time,it researches a large number of international and domestic brand in the field of luxury goodstheory. Based on the above systematic analysis of the international and domestic second-handluxury goods market, international and domestic luxury environment, the brand, the consumerto compare the success of second-hand through the current luxury brand, On the basis of thesestudies, conducted a brand studies, as well as second-hand luxury product market positioningand future direction. Secondly, Shancang treasures consignment，for example，it analyzes theagent for shaping and development of Shancang treasure consignment brand, which includes thecurrent strengths, problems, and the positive significance of the brand’s development. Based onthese studies, it puts forward a good branding and development strategies for Shancang treasures consignment, hoping for our second-hand luxury of a brand reference. Strategy contains fiveparts, brand image, product, service, brand communication, brand development andmanagement. The author believes that Chinese luxury brand building and development is adynamic process, and the brand and brand development is not only determined by a singlefactor, luxury brands and the development of multi-level relationships and a variety ofmarketing mix. This five-part focus on China ’s construction and development of luxury brandslayers of depth. Finally, it prospects the future for the construction of second-hand luxury brand.