Gradually Fade Out Of The Domestic Gift Market Luxury Or Will Be Frustrated.

The sales growth of luxury goods in the Chinese market is slowing down, and the speed of expansion of some brands in China has come to a "brakes". Swiss import volume fell 24% in the first quarter. However, a reporter survey found that demand for luxury goods is still strong in terms of personal consumption. As for the shrinking of the domestic luxury market, or related to the consumption of public funds and so on.

　 The Chinese market is still regarded as "gold mine".

In the Xintiandi Wang Wei Wei's senior wedding dress shop, a wedding dress is often one hundred thousand and hundreds of thousands of yuan. Although the turnover of wedding dresses was reduced by 50% over the same period last month, the salesmen thought it was a cyclical phenomenon in the wedding market. "There are still more than two brides per day to make an appointment to try wedding dresses, and more weekends." The salesperson thinks that although Wang Weiwei's wedding dress is luxury, it is entirely personal consumption. With the expansion of China's wealthy class, the market prospect is broad.

During the working day, the first tier stores such as Hermes, LV, Chanel and so on can be described in Shanghai, and the number of consumers entering the shop is very limited. But from Friday night, these stores entered a week's sales peak. Many consecutive weekends, reporters at LV stores see, checkout area there are many consumers waiting.

Bruno Lanna, chairman of consumer goods, retail and luxury goods business in Bain, China, said: "the 8% growth forecast for GDP in 2013 and the reality of the second big economies mean that the Chinese market is still a luxury brand gold market, and Chinese consumers still have strong spending power."

Mr. Shaw, the head of private enterprise, will purchase large quantities of stores every two months on average. "Those who negotiate with the company are high-end people. I have to wear the same grade with them. clothing " He said that although he often travels to Hongkong and the US and Europe, she is still used to buying luxury goods in Shanghai. "Now the luxury goods in Shanghai are selling very fast, and the product line is full. For many luxury goods users, the new style is more important than price. "

The "golden collar" of Miss Hua is also a regular guest in the domestic luxury stores. In her view, personal consumption luxury goods also have "just need" and "non rigid demand". The target customers of luxury goods in the Chinese market are the instant demand groups. "For example, a friend's birthday wants to send a gift, or she wants to change a bag," she said. "It is not possible to buy abroad deliberately, nor is it likely to buy it outside the country before buying it."

　　 The strategy of brand adjustment has shifted to personal consumption.

Since many consumers still buy luxury goods in China, why is the sales growth of luxury goods slowing? A line of brand agents revealed that the "abnormal consumption" fire reduction is an important factor affecting the sales of luxury goods in the Chinese market. He said that various forms of "group buying" and "gifts" occupy an important position in sales. But since last year, the trend of government officials away from luxury goods has been very obvious. After the "eight regulations" came out, luxury goods are gradually fading out of the gift market. Data show that during the Spring Festival this year, the total consumption of luxury goods in the mainland of China amounted to 830 million US dollars, down nearly 53% compared with the Spring Festival in 2012.

Many luxury brands choose to adjust the extensive development strategy. Gucci, LV and others will slow down or even stop expanding at the gate shop. Meanwhile, intensive cultivation of personal consumption has begun. In the past, luxury goods usually appeared in the form of exclusive stores, but now the market is popular in the form of "club", such as "salon" and "brand home". The flagship stores such as "Hermes house" and "Dunhill house", including sales, display and culture, have been relocated in Shanghai. LV has renovated the stores in the Hong Kong Heng Lung Plaza, adding new functions such as customization, membership clubs and so on. Mr. Xiao told reporters that he often received a catalogue of new products sent by first-line brands, and was also invited to participate in the brand appreciation cocktail party.

In Bruno lenner's view, after the change of consumption patterns, China's luxury market will change, but the change is that after the brand reexamines the Chinese market, it will adjust its strategy and then accelerate it.