Luxury Industry To Study The Chinese Market "Tailor-Made" Chinese Shopping Experience

< p > in Hongkong, Tsim Sha Tsui, < a href= "http://www.91se91.com/news/index_f.asp" > LV < /a > store, customers have to queue up to enter.

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China is still the most desirable luxury market compared to debt laden Europe and the economically weak P.

Luxury makers around the world are trying to "please" Chinese consumers.

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< p > wearing a black and orange "a href=" http://www.91se91.com "Prada winter coat" /a ", carrying Dior's handbag, scrubbing Chanel perfume and wearing a Van Cleef & Arpels necklace.

This is the daily dress of Miss Ren, 27 years old.

Her "outfit" came from the crazy shopping trip to Milan this year, partly from luxury goods counters in China.

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< p > Miss Ren is an exhibition planner with a monthly salary of 6000 yuan.

But there is no limit to her "economic subsidy" from her business mother.

She told the Pakistan business chronicle that luxury has become a part of my life.

Once you start buying luxury goods, it's hard to get down to buy those low-grade goods.

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< p > < strong > luxury industry research in China market < /strong > /p >

< p > Miss Ren represents the Chinese people's love for < a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a >.

McKinsey, a global management consultancy, conducted a survey of 1000 luxury consumers in 14 cities in China, and found that luxury consumers in China were very impulsive when consuming.

When asked about buying luxury bags, handbags or wallets this year, 37% of respondents said less than a day.

19% of luxury watch buyers are impulse buying, with no more than one day.

Compared with the same survey two years ago, Chinese consumers are becoming "wasteful" when they buy luxury goods.

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Chinese consumers' luxury consumption accounts for half of the Asian total and is the 1/3 of the whole of Europe, P said.

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According to McKinsey's report, by 2015, the consumption of luxury goods by Chinese consumers will reach 34% of the global luxury turnover, and the total number may exceed $12 billion by P.

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Bain P's report is not optimistic. They believe that the growth of China's luxury market has slowed down.

The report thinks that this is due to the increase of the ruling party in China and the government's efforts to combat corruption.

China is still the most desirable luxury market compared to debt laden Europe and the economically weak US.

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P luxury manufacturers all over the world are trying to "please" Chinese consumers.

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< p > < strong > the "enclosure movement" of the luxury goods industry < /strong > /p >

< p > when the Chinese luxury market is in the ascendant, those brands who want to play a big role in China are carrying out a rapid expansion of the enclosure movement.

The German clothing brand Hugo Boss plans to open 60 new stores in China in the next 3 years, and connect with the existing 86 stores.

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< p > France luxury luxury crocodile LV opened its first flagship store in China in July, which sells jewelry, leather goods, clothing and other products in the 4 floor store located in the center of Shanghai.

This is LV's largest flagship store in the world.

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When p is building a physical store, many luxury goods also enter the network.

In November of this year, the official Chinese sales website of Coach from New York, USA was put into operation.

British luxury brand Burberry's commercials have been broadcast 3 million 500 thousand times on Youku, and have attracted people's attention and enthusiasm on Sina micro-blog.

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< p > the international brands that have been stationed in China are still expanding to the second tier and three tier cities.

The luxury industry association of America found that as China's economy matured, the economic level of second tier and three tier cities began to catch up with the first tier cities.

Consumers in the first tier cities have more opportunities to travel abroad or travel. They buy luxury goods at foreign stores and airport duty-free shops.

The luxury industry association reports that luxury goods as a commercial gift are more common in two or three tier cities.

Consumers in the two or three tier cities are in the active stage of luxury accumulation, and demand is particularly strong.

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< p > < strong > "custom-made" Chinese shopping experience < /strong > /p >

< p > McKinsey report shows that impulse consumption in shops constitutes a large proportion of consumption share. Consumers who buy LV, Burberry and Gu Chi on a temporary basis happen in stores.

Therefore, businessmen are racking their brains to improve their shopping experience in the store.

Burberry provides private shopping services to high quality customers, while others have launched intimate after-sale services.

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< p > Affinity China is a private member website dedicated to providing business and social platforms for top Chinese and American elite. This website has planned luxury shopping trips, allowing consumers to "group" to participate in fashion week around the world.

The Spring Festival travel in 2013 aimed at Losangeles and Las Vegas Garth.

Affinity China has not only set up exclusive shopping channels for famous Chinese luxury goods for tourist destinations, but also vigorously promoted the "Spring Festival private dinner" with the participation of Hollywood and Chinese stars.

Previously, Affinity China has also planned several exclusive meetings between Chinese consumers and world-renowned designers.

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< p > of course, these various activities can only interest the consumers, and the sales people in the stores can really create sales.

An Hongyu, director of McKinsey, told the Wall Street journal that skilled salespeople are the most important factor, and they know how to increase sales.

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< p > many luxury brands have noticed the importance of salesmen. For foreign salesmen and managers, the first lesson in China is to learn difficult Chinese.

For experienced Chinese sales, the company's rising space and platform are the key factors that decide whether to change jobs.

Italy fashion brand Zegna entered China in 1991. It is one of the first luxury brands to build retail stores in China.

Zegna's employees have become the targets of other companies. In order to retain employees, Zegna has increased the benefits and benefits of employees, and also provided opportunities for overseas work.

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"P", the other Italy brand Versace also provides staff with language training services to help Chinese employees improve their English and create a career ladder for senior executive positions.

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< p > < strong > analyze China, take good care of it, < /strong > /p >

< p > the American Luxury Association's report, "attracting and serving China's international luxury consumers", said: "opening a brand in China is not enough to attract people to spend hard earned renminbi".

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If P wants to take root in the Chinese market, we must first understand the psychology of Chinese consumers.

In the recent Chinese consumer report released by Roland Begg consulting, the Chinese luxury consumers are divided into 6 categories: the trend leader, the two generation, the wealth elites, the investors, the white-collar white-collar workers and the gifts giver.

The report gives detailed countermeasures on how to deal with every consumer.

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< p > Tom Daukrov has been in charge of an advertising company for many years.

He believes that when foreign luxury brands advertise in China, they must understand that China is not westernized.

"China is becoming more and more modernized and internationalized, but in the bone it is the real China.

My 20 years of experience in China tell me that if you want to be successful in China, foreign brands need to prove that they are "internationalized" rather than "foreign".

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< p > in order to put the best in advertising, Tom said that we must understand the utilitarian nature of Chinese people.

For example, spa can not just relax, but should be able to "charge"; children formula milk powder must have the role of developing intelligence, not just to make children happy; take children to pizza hut, not because children want to eat pizza, but because their academic performance has improved; even beer must have some effect: in the west, as long as we can make everyone happy, but in China, beer must be able to bring people together, enhance trust or contribute to economic cooperation.

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