Luxury Industry Specializes In Chinese Market To Please Chinese Consumers

Wearing a black and orange Prada winter coat, carrying Dior's handbag, cling to Chanel's 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 China. Luxury goods Special counter.

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. "Luxury has become part of my life," she told reporters. Once you start buying luxury goods, it's hard to get down to buy those low-grade goods.

　　 Luxury industry Delving into the Chinese market

Miss Ren represents the Chinese people's love for luxury goods. 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.

British media said that Chinese consumers accounted for half of the total consumption of luxury goods, which is 1/3 in Europe as a whole.

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

Bain Consulting's report is not optimistic. They believe that the growth rate 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.

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

　 The "enclosure movement" of luxury goods industry

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

French luxury goods giant Louis Weedon opened the first flagship store in China in July. The 4 floor store located in downtown Shanghai sells jewelry, leather goods, clothing and other products. This is Louis Weedon's largest flagship store in the world.

While creating 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.

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.

　　 "Tailor-made" Chinese shopping experience

The McKinsey report shows that impulse spending in stores constitutes a big share of consumption. Consumers who buy Louis Weedon, Burberry and Gu Chi on a temporary basis are at 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.

Affinity China is a private member website specializing in providing business and social platforms for top Chinese and American elite. This website has planned luxurious 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 many Chinese consumers and world-renowned. Designer Exclusive meeting.

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 reporters that skilled salespeople are the most important factor. They know how to increase sales.

Many luxury brands have noticed the importance of salesmen. For foreign salesmen and managers, the first lesson to stand firmly 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.

Coincidentally, another Italy brand Versace has also provided language training services to its staff, helping Chinese employees improve their English and create a career ladder for top management positions.

　 Analyze China and do what it takes

"The opening up of a brand in China is not enough to attract people to make hard earned renminbi," said the American Luxury Association's report, attracting and serving China's international luxury consumers.

In order 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.

Tom - DOK rove 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".

To put an end to the advertisement, Tom said that we must understand the utilitarian nature of the 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.