Global brand positioning

 Yesterday,  I went to the crossing outlet for shopping, in CK factory store, I find 2 pairs CK jeans are just 40 dollars. It's amazing, in China, CK is a premium brand that attracts a lot of young white-collars and college student. In China, a pair of CK jeans costs 1200 RMB ( about 170 USD), I think it must be a promotion so that is a lowest price. Then, I clicked the CK's website, find that average price of the CK jeans is 80 USD. In China, CK never do a promotion because they always sale well. So, what cause this situation?


In my opinion, there are three major reasons.


First of all, Chinese have a servile attitude to foreign things, Chinese always think highly of the foreign goods, for example, Haagen Dazz is not only a simple ice cream, but also a sign of good taste，it means a perfect lifestyle. But, in American, it just a ice cream. So, foreign brands always show their "foreign sense", and they do not need to do a lot of promotion, the Chinese customers would enjoy shopping their goods. Another example is Starbucks, it is also a high quality life sign in China.

Secondly, some people in China called "new rich" have a strong purchasing power. The new rich almost have a high education background, and like the western culture. The can and would like to purchase the high price foreign goods, and the new rich become more and more big, this wave should promote the foreign brands' development in China.


Thirdly, Chinese people lack the ways to show their success. The rich people in China always find that there is limited way to show their wealth. So purchasing high price goods or even luxuries become a easy way to achieve the goal.

 the first extra-long HUMMER owner is a young rich man, and he is also a actor

In conclude, the foreign brands always have a different , simply is higher brand positioning in China.