In The First Half Of The Year, Store Data &Nbsp; Hangzhou People Are Keen On Buying Luxury Goods And Gold Jewelry.

Lately Hangzhou Each big Market Report cards were released in the first half of the year. In a rising number, Luxury goods And gold and jewellery products have been particularly impressive, leading the way.

　　 Price surge to boost sales

In this year's prices, the major shopping malls are satisfied with the achievements in the first half of this year.

A comparison of sales growth of luxury goods and jewellery and other categories can be found: the former's growth is staggering: Hangzhou Tower luxury goods grew by 35% over the same period, of which gold and jewellery grew by 34%, while Hangzhou department store gold and jewellery grew by 45.7% over the same period last year, and the sales of gold in West Lake and silver stores increased by 30%. And clothing, bags and other categories, some of the gains are one or two.

"It's hard to say clearly, what's the reason for such a year-on-year increase in sales? What are the brands' rising prices? What are the consumers' buying and selling?" The department head of a shopping mall said.

Since the beginning of this year, various kinds of luxury goods have been raising prices. Fans of luxury goods find that the price increase this year has changed from 10% in the past 5% to 20% in the past year. Recently, Dior's classic Lady Dior bag trumpet rose from 21500 yuan to 25000 yuan; Cartier a bracelet from 64 thousand yuan to 76 thousand yuan; LV classic Neverfull medium handbag increased from 5800 yuan to 6500 yuan; Hermes's Birkin bag rose from 80 thousand yuan to 92 thousand yuan. The price of the representative brand Rolex has increased by 5%.

According to the global pricing rules of luxury goods, according to three different regions of Europe, America and Asia, there are different prices, which are very different from each other. According to the statistics of the Ministry of Commerce, the prices of the 20 high-end consumer goods in the five categories of watches, bags, clothing, wine and electronic products are 45% higher than those in Hongkong, China, 51% higher than that in the United States, and 72% higher than that in France.

For brands competing for fierce price increases in the mainland market, insiders believe that the possible reduction of luxury tariffs is also the reason why brands are in a rush to raise prices. Luxury brands have already found that even with higher prices, customers' spending power is not affected.

Huang Wei, director of Hangzhou Tower's sales of gold and jewellery, believes that the reasons for the soaring sales of gold and jewellery are different from that of luxury goods. Gold prices continue to soar this year. Whether they invest in gold bars or gold ornaments, customers' psychology is rising or falling. In Hangzhou department store, last week, two guests bought 1 kilograms of gold investment gold bullion worth about 300000 yuan. Similar cases are not uncommon this year. Not only the price of gold, diamonds, jadeite, but also higher and higher, and even ruby, sapphire, which has been depressed for a long time, is regarded as a small gem category, and now the sales are also being promoted.

Huang Wei said that customers who bought items such as watches, gold and jewellery were relatively fixed, but their spending power improved significantly. In the past, the selling price of OMEGA watches was up to twenty thousand or thirty thousand yuan, and now it has risen to 30 thousand -5 yuan. Some customers do not like the special sale specially prepared for the distinguished guests, but seem very casual.

After Tiffany, Chopin, Bvlgari and other jewellery luxury products have entered Hangzhou market, they have also split up a group of guests. They are willing to spend 3-6 months to order these brands and wait for the styles they want, with a total consumption of up to 5. 6 million yuan. {page_break}

　 Luxury attracts 80 after 90

Among the luxury items sold in the first half of Hangzhou Tower shopping mall, there were several kinds of luxury items, including jewelry, jewelry and table names. Among them, the sales of famous brands reached 42%, and Gucci, Amarni and many other big brands were their representatives.

For the loyal fans of luxury goods, Hermes's Birkin bag shortage is no news. In the eyes of Zhou manager of the famous brand Department of Hangzhou Tower shopping mall, the sale of Celine (CELINE) Luggage series (the 80's and 90's young Wave People's "smiling face pack") represents a new trend of luxury consumption.

Zhou noted that unlike the big brands in the fashion magazines, newspapers and other traditional media promoting new products, Celine's smiling face packages are constantly being shown through fashion forums, appearing with celebrities on various occasions, or simply appearing in street scenes around the world. Generally speaking, 80 and 90 young people are easy to accept this way of network communication. Now Celine's smiling bag is often out of stock at Hangzhou Tower. Even if there is a display, it is a customer's early booking.

Zhou manager said that in her management category, most of the former guests belonged to the mature age of forty or fifty years old, and the selling of smiley face packages showed that a group of young guests had become luxury consumers. Even if some of the guests are ordinary young office workers, they will also buy a bag to show off. A $about one hundred thousand Hermes bag is too hot, but a few thousand yuan LV basic, ten thousand yuan smile bag is also a big symbol, or will try to buy it.

Luxury goods have made considerable sales for shopping malls, and shopping malls in turn have to make room for them. In the second half of the year, luxury goods on the first floor of Hangzhou Tower B will begin to cross the building. The cross layer of Burberry starts in July and August, followed by Gucci. After the completion of the cross building, these luxury brands will have more room for deployment.

　　 News link analysis of global luxury consumption psychology

Europe: designer's consumption psychology. Because most luxury goods originate from Europe, local consumers pay more attention to designers of luxury brands. According to the World Luxury Association survey, over 75% of luxury consumers in France and Italy believe that the product designer's work decides the value of luxury goods, and does not regard the influence of the brand itself as the reason for purchase. Most of them focus on the combination of product design and their own professional characteristics.

The US: self consumption psychology. In the United States, most people are self consuming, relatively pragmatic, and do not deliberately focus on what luxury goods can bring to their own sense of superiority. Instead, they are very casual and casual. It is a self trend. According to the World Luxury Association survey, more than 70% of luxury consumers buy for their favorite styles. Most Americans consume luxury goods and buy them in real need. They do not buy luxury goods as a show or buy them for their own sake.

Japan: consumer psychology of necessities. In this fast-paced country in Japan, many people are buying luxury goods to conserve themselves to prove their abilities and values. Japan is a nation that advocates brand names. You can have no friends, but you can't have no luxuries. This sentence is the best way to describe the psychology of Japanese luxury consumers. According to the World Luxury Association survey, more than 85% of Japanese consumers believe that the days without luxuries will be short of personal competitiveness.

China: conspicuous consumption psychology. In China, luxury goods pay attention to the brand value of luxury goods and do not pay attention to the value of goods themselves. From the analysis of consumer psychology, most Chinese consumers buy luxury goods to let others know their value, and compare and prove their wealth and social position with luxury goods. This is a major factor. Compared with the early luxury society in Japan, according to the World Luxury Association survey, 70% of Chinese luxury consumers consider luxury goods to be important symbols for social interaction and the necessity of comparing value.