Approaching The Mid Autumn Festival To Explore The Market Of Luxury Goods

< p > approaching the Mid Autumn Festival, < a href= "http://sjfzxm.com/news/index_s.asp > > luxury goods market < /a > once again aroused concern.

Reporters visited the market found that this year, LV, Gucci and other major new products have launched a hidden logo "low-key luxury" section, the overall sales volume is not affected by Holiday factors.

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< p > for this reason, the industry analysts believe that the consumption habits of big brand logo "show off their wealth" are changing. Brand logo has become the only way for big brands to cater to consumers.

In addition, the eight provisions that the government has implemented urgently may also be an important reason for the luxury group's turning to low-key luxury.

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< p > < strong > big brand new product group "buried" < /strong > /p >

< p > "big names are beginning to play low key. The classic Logo of the past big Logo seems to be a little bit out now."

Recently, I intend to buy a "Hao Bao" to reward my family miss sun shopping. I found that the new logo products rarely appeared in this year's new products.

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< p > according to miss sun's clues, reporters visited China World Trade Center yesterday near LV, Gucci, Hermas, Prada and other stores found that the choice of "hidden name" brand package is not rare.

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< p > in China World Trade Center LV store, the reporter saw that the new season handbag called "LV Epi Neverfull" has been placed in the prominent position of the store.

Although the color of red, yellow, orange, purple and other bright and dominant colors are the main colors, there is no classic Logo interwoven with LV letters.

"This is a new series this year. Logo is not very obvious. It sells well."

The staff took out one of the packages.

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< p > the reporter saw that the bag was designed with a large external button at the mouth of the bag. "The button is covered just outside to cover up the Logo."

So if it's not convenient, you can cover the Logo.

But if you usually go out with friends, you can choose not to deduct, so you can see Logo. "

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< p > in the < a href= "http://sjfzxm.com/news/index_f.asp" > Gucci < /a > shop, the early autumn handbag series that has just been listed also does not see the appearance of logo, only the "knowledgeable" person can recognize in the design of the bamboo link bracelet.

Coach store's flagship product Legacy series also removed the brand's "double C" Logo, and the logo of the logo was vanished.

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< p > < strong > < /strong > < a > href= > http://sjfzxm.com/news/index_c.asp > > strong > luxury > /strong > /a > strong > sales volume shrinks, customers tend to be low-key, < /strong > < > >

< p > reporter visited the market to find that luxury stores, which were popular in the Mid Autumn Festival and the eve of national day, were flat this year.

Compared with logo, this year's low-key design is more popular with customers.

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< p > yesterday at 3 p.m., the reporter saw in the LV store of China World Trade Center that although three customers had entered the store, they all went away in a circle and no one bought it.

The staff said that although some customers came to shop to buy gifts, the current sales volume was flat and not affected by the Mid Autumn Festival and national day.

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< p > a brand store staff said that although there is no specific statistics, but according to her memory, customers who come to buy gifts at this time will increase significantly, and sales will rise by two or three.

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Staff members of the 5 first tier brand shops visited by reporters P said that sales have not yet been affected by the festival.

In this regard, the clerk said, or with this year to tighten the implementation of the eight provisions.

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< p > "we do public relations, usually give some gifts to some important customers.

This year's situation is still relatively easy to accept without logo. "

In response, Ms. Zhang, who works in a public relations company, told reporters that compared with India's luxury Logo, this year it will tend to be low-key brands and styles.

"And now the streets are full of Logo, everywhere is imitation goods, and indeed a bit of aesthetic fatigue."

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< p > < strong > eight stipulates that sales of luxury goods have shrunk by 3 to < /strong > /p >

< p > online statistics on luxury gifts show that in the luxury consumption of the people, 29% of the relatives and friends bought and 28% of the business partners were donated.

In addition to my own use, gift giving, especially business gifts, is still one of the most important uses of luxury purchases.

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The difference between P and previous years is that the eight rules that the government has implemented this year will have a certain impact on the luxury market.

The industry believes that this is also one of the reasons for luxury goods to move away from the low-key line.

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< p > "the products of different regional brand stores will also be on the shelves according to local consumption needs. The first tier cities such as Beijing and Shanghai are relatively high in demand or price.

But this year, the government's luxury is a big shock to the luxury market. "

A brand official said that the "big show" staged in Beijing's two sessions last year was one of the reasons that led to big shops switching to low-key routes.

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< p > according to an industry insider, since the "eight regulations" have been implemented, most of the civil servants who come to their shop to tailor their high-end suits are less likely to make the trademark better. "We put Logo in the suit lining at first, and they said they would be seen by the knowledgeable people when they took off the meeting, hoping to put Logo in the bag."

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< p > media reports show that after the Chinese government implemented the policy of "thrift and frugality", luxury retailers announced that their sales in China dropped by 20%-30% and began to move towards more cautious luxury.

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< p > industry insiders expect that the government will oppose the "four winds" again, which will impact the luxury market this autumn and national day.

According to the spirit of the meeting of the Standing Committee of the Central Commission for Discipline Inspection, we must resolutely stop the unhealthy trend of Mid Autumn Festival, national day, public funds, moon cakes, festival gifts, public funds, food and drink, extravagance and waste.

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< p > < strong > tracing < /strong > < /p >.

< p > why is the new brand of big brand turning to logo this year? For this reason, analysts believe that, from the first half of the major brands' earnings report, the brand sales growth, which is famous for logo products, has obviously slowed down, but on the contrary, the brand sales volume of logo is obviously increasing.

This shows that the consumption habits of Chinese consumers are changing.

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Another reason is that after the implementation of the policy of "thrift and frugality" and "against extravagance and waste", the Chinese government has had a certain impact on the consumption of gifts in the mainland. < p >

Luxury goods sellers claim that their sales in China have dropped by 20%-30% and are beginning to move towards more cautious luxury.

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< p > < strong > the first half of the year's earnings logo brand "fall" /strong < /p >

The LVMH group of P Louis Vuitton and the PPR group of Gucci belong to the first quarter earnings report. These two most important luxury brands have been struggling in China, and sales growth is all single digit.

On the contrary, Prada, Bottega Veneta and other Logo brands are not very high growth is very high.

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< p > data show that in the first half of fiscal year 2013, the revenue of group LVMH increased by 6% compared with the same period last year.

In the first half of the year, Kering, formerly France's PPR group, was 4 billion 680 million euros, only 1.4% higher than the same period last year. The group's core brand GUCCI has a growth rate of 1.6%.

In the first half of Prada, net income in the first half of the year was 1 billion 730 million euros, an increase of 15% over the same period last year.

Bottega Veneta reported that its net income growth rate reached 46.7% in 2012, far exceeding the 8% expected in the industry.

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< p > "compared to the growth rate of our sales, the sales volume of double G pattern GUCCI has been decreasing."

Francois and Allie Pino, chairman and chief executive of PPR group, one of the three giants in the global luxury industry, explained why it downplayed the trend of GUCCI brand Logo.

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< p > according to the reporter, Hermes, Fendi, Celine and other big names as early as this spring and summer new models launched "no logo" series.

Bernard Arnott, chairman and chief executive of LVMH group, behind LV, has announced that LV will reduce the frequency of intertwined letters in products.

He said: "although the products of Logo printing handbags currently account for 2/3 of all LV products, LV will reduce production year by year, and shift the focus to more high-end products featuring" a href= "http://www.91se91.com/" target= "_blank" leather less /a ".

And said that there will not be more new stores in the future.

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"P > < strong > luxury is no longer" flaunting "as the main < /strong > /p >

< p > big brand to Logo pformation, many industry insiders blame the consumer habits have changed.

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Professor P, a professor engaged in wealth quality research, said in an interview with reporters that city leaders in Beijing and Shanghai are becoming mature.

"They buy luxury goods instead of flaunting and comparing. They use some" think "and" connotation "brands to arm themselves.

Their eyes are more critical. They have shifted from their previous love for brand Logo to low-key, unique and high quality brands.

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< p > China < a href= "http://www.91se91.com/" target= "_blank" > designer /a, and Su ran brand founder Wang Yiyang also expressed similar views in a speech.

"In the past 20 years, we need" double G "and" Monogram "to highlight" I have money "and" I have a famous brand ", which is the forerunner of the fashion trend.

But when the public is familiar with this, the trend pioneers need another tool to display their identity, when they tend to fail to see the products of Logo.

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Less than P, people in the industry believe that most luxury goods come to China at the beginning of the year, most of them show off in the capitalist luxury way, so the initial buyers also have the color of "showing off their wealth".

But after 20 years of development, plus some products made in China, luxury goods are almost everywhere, and a white collar can also have them. They are no longer a symbol of identity.

Consumer demand for luxury goods has gradually shifted to design, quality and practicality.

The brand goes to logo or is one of the market demands that the big ones are busy catering to.

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