Chinese People Prefer Overseas Luxury Than Domestic Luxury Brand: Reversing the Trend

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Chinese people prefer overseas luxury than domestic luxury brand: reversing the trend Main body Luxury is beyond the scope of people's survival and development needs, with unique, scarce and rare characteristics in consumer goods. In other words, A luxury is something expensive which is pleasant to have but is not necessary, it mainly include high-grade garments, jewelry, luxury yachts, private planes, villa and so on (Li et al., 2012). With the rapid development of China, more and more people are devoted to buying overseas luxury goods. What makes overseas luxury goods so appeal to Chinese consumers and how do Chinese booming domestic brands meet the challenge? WESTERN LUXURY BRAND ADVANTAGE As the western luxury enterprises possess the trait of long history and remarkable founders, it attracts more and more Asian consumers, especially Chinese customers. The luxury brand not only can provide practical function but also satisfying spirit based on its high culture value. Like perfume brand Chanel, Lady Chanel was the founder of the Chanel brand is known to all, a real brand is inevitably affected by the founder. Often brand founder has what kind of personality and attitude, it will give impact on their own brands. Chanel never get married through her life, while she created a great empire of the fashion, at the same time, she pursued the life that she want to have. Chanel itself is the best model of independent women, meanwhile, she is the most understanding the emotional fun of women in new era. Her success not only depends on luck, but very seriously hard work. Nowadays, Chanel brand, give persons a kind of unique style, the most special point is the practical gorgeousness. Overall, Chanel successfully create a meaningful history of its brand which is remarkable distinguish itself from other luxury brands (E Charles-Roux, N Amphoux ,1989). High

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