Luxury Sales Are Unusually Hot &Nbsp; Expo Brand Is Overshadowed.

　 Over the past month, luxury sales in the Expo Garden have been unusually hot. Some national museums have set up commodity sales zones, or set up special zones and exhibition projects in the library to promote their luxury culture.

Outside Expo Park, several luxury flagship stores on the Huaihai Road have been reorganized, and more than a dozen top brands have been upgraded with the opening of the Expo. Since the beginning of 1900 in World Expo, Paris, many luxury brands such as Cartire, Prada, GUCCI and Hermes have entered the period of rapid development due to World Expo's east wind. Nowadays, these international luxury goods giants want to borrow the ambition of Shanghai World Expo to further open the Chinese market. It is obvious that the Chinese luxury brands that have not yet grown up will miss the opportunity to be at home.

The giants show their powers.

The Australian Pavilion, which was officially opened in May 18th, is as crowded as its merchandise department and exhibition hall. According to the staff, 880 yuan kangaroo skin and 480 yuan spring lamb skin can sell dozens of pieces in half a day. 400 yuan and a can of milk powder are expensive, but they are also popular with baby oil, baby handmade soap and cream.

The Ministry of Commerce has set up the French Pavilion. Like visiting the French Pavilion, there is a long queue. Shopping here often takes a while. It is reported that many tourists are rushing to the limited edition perfume of the French Pavilion. At present, the perfume has long been sold out. Only the legendary professional wine smelling apparatus as high as 4900 yuan has several unsold ones. The French Pavilion is the only national exhibition hall dedicated to luxury goods. Louis Weedon has become the absolute leading role. The exhibition area of Louis Weedon is adjacent to the exhibition area of seven art treasures of the Orsay Museum. Louis Weedon's huge suitcase, new handbag, and the latest 2010/11 autumn and winter fashion videos create a visual effect that fully demonstrates the French luxury culture.

The Italy pavilion has brightly lit the sign of luxury goods, and the huge red high heeled shoe in the exhibition hall has boarded the multimedia layout. Belyanmino Kundie, general representative of the Italy government of World Expo, Shanghai, said that many luxury items such as fashion, cars and so on are important reasons for Italy pavilion to visit. Italy's top brands such as Prada, dujibana, Versace and Zegna made a display of 11 to 10 feet in the museum. Even the uniform of the general concierge was specially designed by Prada.

The Belgian pavilion brought its most famous chocolate brand GODIVA to Expo Park. It is reported that the brand has become Belgium's Royal brand more than 40 years ago, and former US President Clinton and actress Ellizabeth Taylor are loyal consumers. Belgium also displayed the 10 most prestigious DIAMOND art works from the diamond capital of Antwerp, each of which is priceless.

All these brands are making great efforts to display in the Expo Garden. Apart from spreading their culture, it is an important reason to hope to open the Chinese market wider.

By the end of last year, the total consumption of luxury goods in China exceeded the US for the first time, and the total consumption of luxury goods in China is expected to reach US $14 billion 600 million in the next 5 years. China will replace Japan as the world's largest consumer of luxury goods, according to data from the Chinese Academy of social sciences.

Under the financial crisis, the strong performance of China's high-end consumer market and the promotion of the Expo effect have made international luxury goods compete in Shanghai.

Before the opening of the Expo, several luxury flagship stores on the Huaihai Road began to be renovated. It is understood that, including Giorgio Armani, Tiffany, Cartire, GUCCI and other brands have already opened a luxury flagship store in Hongkong square above 1000 square meters. In addition, Nanjing West Road, the Bund, Lujiazui and so on have also concentrated on luxury goods gathering and upgrading.

Experts believe that Shanghai's luxury collection will form three landmarks: the Bund and small Lujiazui areas that match international financial centres; Nanjing West Road and Hongqiao business circles that match international business centres; Huaihailu Road and Xujiahui, which are the closest to World Expo, from Expo Park. The battle for luxury brands in Shanghai will become increasingly fierce in the future.

Local brands are overshadowed

In fact, many luxury brands have achieved sales growth and brand leaps by the Expo, and even achieved their international market influence.

Cartire went out of Paris after the 1900 World Exposition in France and began its expansion in Europe and America. The French brand that was founded in 1847 will eventually be headquartered in New York. Prada entered the brand rapid growth period in Spain, World Expo, Seville in 1992. In 1993, GUCCI achieved a revolutionary leap in its brand image after the Korean Datian Expo. Louis Weedon in World Expo, Hannover, Germany, in 2000, the turnover reached an unprecedented 16 billion 300 million francs.

China has had such an opportunity. In 1915, Moutai won the gold medal at the Panama world fair, leaving behind the classic of "shaking the wine bottle and shaking the country's prestige".

"Liquor is one of the most potential areas for China to form luxury brands, because it carries the spirit of Chinese culture and has strong historical and cultural details." Professor Zhu Mingxia, director of the luxury research center of the University of foreign trade and economics, told this newspaper. But the problem is that, for various reasons, Chinese liquor has not breeds luxury brands that really penetrate into the international market. In the five elements of "high price, scarcity, legendary, brand value and perfect experience", Chinese liquor is still lacking, and more brands are free from fast food and luxury goods.

In the face of World Expo in Shanghai, some liquor brands have also realized that this is an excellent opportunity for a brand to upgrade in an all-round way. In addition to the fact that Guizhou Moutai is the only high-level sponsor of Shanghai liquor industry in World Expo, the United Nations Pavilion and Fujian pavilion have selected their designated liquor suppliers. Luzhou Laojiao has opened up a new path to Luzhou Laojiao special edition, which has launched the first Expo concept financial management product in China, bringing liquor into the field of collection and investment.

It is not known whether the Expo's marketing of liquor can bring these brands into luxury camps. But in fact, apart from liquor, many Chinese characteristics products with luxury potential can be found everywhere in the Expo Garden, including jade, tea, porcelain, clothing, etc. In the Jiangxi Pavilion, porcelain musical instruments made of blue and white porcelain became popular. But the reporter learned that most tourists still stay in curiosity and appreciation, and seldom desire to buy Porcelain as luxury goods.

Before the opening of the Expo, Shanghai Jahwa said that the old brand "twin girls" of cosmetics will be built as luxury goods and return to the Shanghai market. It is planned to open the first store in the Peace Hotel by the end of June. The image of the brand with the classic "Qipao girl" poster was once popular in the 30s of last century. But in many international big siege attacks, the local luxury brands, which are still at the embryonic stage, are overshadowed by the Shanghai Expo. Zhu Mingxia said luxury and luxury brands often need to polish for decades or even hundreds of years, and domestic enterprises need to invest heavily in product technology, innovation and brand building.