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Someone said: "I do no think that economic development tin alteration people nature. The ascend of China's booming middle class, they began to concern almost material pleasures, and others take their own comparisons. So in part of, people ambition imagine that the client action in China ambition alteration. "

"Luxury" comes from the Latin "Luxus", proposed apt mean "muscular fecundity", namely muscular fecundity via the "luxury alive", "luxury" and "luxury opinion" in the fashion shown .

Wolfgang * Laci Le in the "luxury to bring prosperity" in this elucidation of luxury: Luxury is a entire or in part, along their own community that are plush lifestyle, a fashionable luxury and the old luxury of the points. Old-style luxury that is non-creative luxury, rendition because the purpose of expense and expense of scarce raw materials; fashionable luxury is to be remedied with wisdom and perception and use of raw materials and materials. Old-style luxury is consumption, dispose, and the new luxury is the potentiality of providing protection and promotion.

Now, luxury is a variety of form, luxury has become a symbol of individual emancipation; extravagance namely to meet the physical and mental enjoyment of the maximum kingdom of consumer mores, is a manifestation of the personality of the different symbols. Not merely that, "modern luxury will give more momentum to the development of the universal community, extra strongly than the mass productions are changing the world community," because the luxury to build asset, luxury conceptions, and in a way, luxury has chance a social progress and a powerful driving compel of economic development.

According to the study reported that 90% of the world's luxury brands, because of financial difficulties and amplify the profitability of manifold reasons, have carried out a mark enhancement alternatively brand of product line extensions, of which 90% of the extension failed.

Prada Fashion in 1993 time to crash their "women understand best" brand agree, involving men's apparel and footwear market, the attempt allowed the brand picture has plummeted; Ferrari thrown off their "ruddy girl," the riddle has become a mutual high-end amusements motorcar brand, brand "no specific" leads away from the client, "World Business Review" will be the inevitable outcome is cried "thrusts of punishment." The reason why the luxury brand extension is more menacing, there are various reasons:

From consumer psychology to analyze, when the message through the sale activities to approach luxury consumers and allow consumer behavior ahead the reason of self-doubt, which led to the begin of the new spending, merely the irrational expansion of product lines will be beneath the straight result of a consumer misgiving, thereby once anew change consumer behavior. In the course of luxury merchandise, consumers are concerned about this entity is good, more concerned about this thing would suit, is persistent with our access of life.

Trade-off achieve from the positioning point of outlook, companies chooses a situation, the inevitable disbursement of distinct location. In array to meet the needs of more people, the pursuit of higher bargains and profits in the product line is not the ultimate end of the luxury brand to nourish its unique value, resulting in blurred out of focus strategic positioning, product line extension of the terminal dilution of its own brand image of the elemental product or corrosion of the target company's competitive advantage.

Select luxury line itself manner companies must give up 80% of the general public 20% of target customers and altitude of the pyramid customers, accordingly limiting the company's products or services invested, whether taken into account in the fence between the 2 approaches, only ache their own strategy, and reduce the amount of existing activities, the corporation will eventually guide to fuzzy positioning the decline of commerce.

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