Luxury Goods Such As Chanel Are Again Priced In Spring.

Entering the February, luxury goods will usher in the annual spring price rise. Channel (Chanel) has taken the lead in rising by about 15%. Although the annual price increases of luxury goods have become "Regulations", many domestic consumers are calm about this, and their enthusiasm for buying has not diminished. The price rise several times a year still maintains the high-end consumption position of luxury goods.

Including Channel, Bulgari, Dior, Hermes and so on.

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Some luxury brands are up 15% again.

Shopping for luxury goods or attention Luxury goods Consumers may have discovered that the well-known luxury brand Channel has raised the retail price since February 1st. The price adjustment involved a series of Chanel watches and jewellery bags, a gain of about 15%.

The Chanel price increase is very noticeable. In January 16, 2012, the price of Chanel in France increased, and in the United States and other countries and regions in February 1st, prices began to rise. More importantly, Chanel's buying system has also changed.

"From February onwards, waiting list, Classic series from booking to get goods for at least six weeks, spot less and less, the purchase is also more and more difficult." According to an international buyer, Chanel is catching up with Hermes (Hermes).

In addition to Channel, Bulgari (Bvlgari (micro-blog)), Dior (Dior), Hermes and other brands have also carried out some price adjustment in succession. Among them, the price rises in Hermes1 months, or 7%-10%. In January 24th, Bulgari increased its price by 5%-15%. It is expected that Dior will complete the price increase in February, and its classic Lady Series 5 pack will increase by about 4000 yuan.

Analysis

Frequent price adjustment is only for maintaining big brand positioning.

Some luxury stores salesmen say luxury brands will raise retail prices one or two times a year, with an average increase of around 5%. But compared with the usual practice, the price adjustment of some luxury goods in recent years is not only short, but also very large. For example, the price adjustment was less than 3 months from the previous price adjustment, and last time the brand was changed. Modify price The amplitude has been as high as 10% - 15%.

For the frequent price adjustment of luxury brands in recent years, a fashion magazine senior luxury editor told reporters that the price increase of luxury goods is normal. Domestic inflation is fierce. If there is no price increase, there is no way to maintain the luxury brand positioning.

In addition, the appreciation of the RMB against the US dollar continues to rise, and the exchange rate of the euro has changed greatly, coupled with the changes in the cost of raw materials, all of which make the brand have to adjust the price more frequently.

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Chinese characteristics of luxury consumption

In fact, the development of luxury goods in China started from 11 years ago when China joined the WTO. Luxury companies in various countries have been stationed in China for continuous expansion and have attracted global attention. With the appreciation of the renminbi and the depreciation of the euro, the purchasing power of Chinese consumers in the international market has gradually increased.

It is understood that in 2005, Louis Vuitton (Louis Weedon (micro-blog)) opened only stores in 10 cities in China, and now has 36 stores in 29 cities. Gucci (GUCCI) has only 6 stores in early 2006, and now there are 39 stores. Hermes has expanded from 5 stores in 2005 to today's 20 stores.

Fifth Avenue luxury goods network (micro-blog) CEO Sun Yafei said that at present, Chinese luxury consumption groups, whether in physical shopping or online shopping, are concentrated in the first tier cities. They have the conditions to meet more luxury brands, and are relatively familiar with all luxury brands and products, and the number of consumers in the first tier cities is relatively large. Consumer demand in the two or three tier cities is also booming in recent years, but there are fewer local luxury brands.

In addition, most luxury consumers in China prefer to choose luxury brands with high popularity because of their brand choice. They belong to the trend of "going with the crowd". Their choice will be concentrated on a few dozen brands of the mainstream of the society. Especially young and newly entered consumers, most Chinese luxury consumers purchase one of luxury goods, including the conspicuous consumption.

Insiders told reporters that China's luxury consumption in the past two years "gift" trend is becoming more and more serious, and there has been a phenomenon that people who buy luxury goods are separated from those who use luxury goods. extravagant Product corruption has become an indissoluble phenomenon in the wave of luxury consumption.

The New York Times article points out that the total amount of luxuries purchased for gifts is almost half of the total consumption of luxuries. Western luxury goods companies are also aware of this. Thierry Gal, President of Dunhill China, once said: "Dunhill has always been a favorite brand among Chinese businessmen."

With the start of tariff reduction this year, coupled with the appreciation of the renminbi, luxury goods will continue to raise prices in the middle of the year to cope with the cost loss caused by inflation. The so-called "to seize the wallet of Chinese luxury consumers, we must first let ourselves be extravagant."

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Chinese luxury goods

Consumption of $12 billion 600 million per year

Recently, the World Luxury Association released a report that during the Spring Festival, Chinese consumers spent a total of 7 billion 200 million overseas dollars, an increase of 15% compared with the expected US $5 billion 700 million, a record high. Consumption targets are mainly watches, leather goods, fashion, cosmetics and perfume. The consumer groups are mainly distributed in Europe, North America, Hong Kong, Macao and Taiwan.

According to the data released by the World Luxury Association, Chinese accounted for 62% of the total sales of luxury goods in Europe, accounting for 28% of the total sales of luxury goods in North America, and 69% of the total sales of luxury goods in Hong Kong, Macao and Taiwan.

By the end of December 2011, the total annual consumption of China's luxury goods market had reached $12 billion 600 million, accounting for 28% of the global market share, which did not include private aircraft, yachts and luxury cars.

The World Luxury Association believes that the main consumption periods of Chinese luxury goods are concentrated on national day, Christmas, Spring Festival and Valentine's day. Abroad 。

As for why Chinese people are so eager to buy luxury goods, Ouyang Kun, China Representative Office of the World Luxury Association, said that luxury goods consumption has risen from material consumption to spiritual consumption in the country, mostly by using luxury goods to display status or identity, or to make up for the empty state of mind. CEO

Ouyang Kun said, "luxury goods have different effects on Chinese and foreign shoppers. Foreigners buy more luxury goods than rational shoppers. They only choose their own products. But Chinese people are different. Sometimes one person will buy three or four or four or five packages of the same style for gifts, which is unprecedented in foreign countries.