Consumers Transfer Abroad To Buy Luxury Goods, Saying They Do Not Feel Secure At Home.

　　 Paris At 21:00 on October 5, 2013, Lin Lin breathed a sigh of relief. She arrived at Charles De Gaulle Airport in Paris at 18:00, and queued for more than 2 hours. Finally, she got her rebate from her trip to Europe, and nearly more than 500 euros in cash. She planned to continue shopping in the duty free shop after the security check.

Lin Lin is just one of the representatives of the outbound tourists during the National Day golden week. Almost every Chinese travelling to Europe has bought luxuries (special reading) bags, jewellery, clothing, and even necessities such as milk powder, food, knives and so on.

The latest survey data quoted by relevant British newspapers show that on average, every Chinese tourist buys 8000 pounds (78354 yuan) of goods in the UK. As early as the 2012 Olympic Games, with the increasing number of Chinese tourists to Britain and the purchasing power of luxury goods, the British businessmen called the Chinese tourists called "Beijing pound" (Peking Pound) by buying UnionPay cards in major department stores.

This situation is not only in the UK, but also on the continent. The survey by the Institute of wealth and quality shows that Europe has always been the focus of tourism consumption outside China, reaching 23%.

　　 European hedge

Lin Lin's trip to Paris was only 5 days away, and she arranged the whole day in October 3rd as shopping day, from Champs Elysees street to Wendu square and then to old Buddha's department store, to feel the fashionable taste of Paris enough.

stay The Buddha In front of the wrist watch counter area in the middle of the department store, there is a familiar Chinese face before almost every counter.

Watches have always been the main category of Chinese consumers' overseas purchases. Insiders told reporters that with the increase of anti-corruption efforts, sales of high-end watches were frustrated this year. But a Chinese shopping guide at Lord's Department said she did not feel that sales were falling, and that the sales performance during the golden week would bring her a big red envelope.

Zhou Ting, President of the Institute of wealth and quality, told reporters that Paris's department store has signed a cooperation agreement with many travel agencies in China, which is a favorite place for tour guides to take Chinese tourists to spend. Lafayette department store brand is often the most well-known brand of Chinese consumers, while some niche designer brands and Paris local brands are rare.

The Chinese consumers who shop in the department store are often the top consumers of luxury goods, and the price sensitivity is high. Most of the luxury goods such as Longines, Tissot, Swatch and so on are most popular among these people.

The luxury stores in Montaigne Avenue, Champs Elysees street and Wanda Square are China. Volvo Our favorite places to consume. A famous CEO in China, "eleven", came to France for a business negotiation. He went shopping in Paris two days in advance. A big suitcase, all kinds of suits, neckties, shirts and some accessories were stuffed. "This suitcase is almost empty to France, and now the box can be worth hundreds of thousands of yuan."

The style is richer than domestic, and the service is better than domestic. It is the main reason why Chinese rich people buy luxury overseas. However, the rich and rich who feel the same amount of money feel the pleasure of buying cheap overseas.

The CEO also said that this year, buying luxury goods in the mainland has become increasingly "insecure". With the increase of anti-corruption efforts and the popularity of micro-blog WeChat and other media, as a well-known figure who often appears in the major media, it is very worried that netizens will be posted to the Internet when they are buying in China. Zhou Ting told reporters that in 2013, a large proportion of domestic luxury goods were transferred to overseas consumption, and the growth trend was obvious.

　　 The shelves are empty.

After the EU customs and airport security check, Lin Lin went straight to the cosmetics duty free shop at Charles De Gaulle Airport terminal, pushed the shopping cart, took out the cell phone, and looked at the cosmetics like a supermarket to pick up herself and help her friends to buy cosmetics.

Duty free shops at major airports are the main channel for Chinese consumers to buy cosmetics. Data show that in 2012, Chinese tourists spent $116 per capita at Inchon airport, winning Japanese passengers with a per capita consumption of US $70. At the Inchon airport in Korea, Chinese tourists account for about 8% of the total number of tourists, but created about 25% of the tax-free income. In the first half of 2013, the total sales of Lotte duty free group, the largest duty-free group in Korea, increased by more than 1 trillion and 600 billion won (about 8 billion 700 million yuan), an increase of 6.67% over the same period last year. Sales for Chinese people increased by 80% compared with the same period last year, while sales for the Japanese decreased by 30%, while sales for Koreans remained unchanged. Lin Lin said that the main reason for choosing to buy cosmetics in the airport channel is the price concessions.

Reporters found that neither the cosmetics stores or department stores in Paris nor the duty free shops at major airports including the capital airport did not see that Chinese brands had special counters, while cosmetic brands in the United States, France, Japan and Korea occupied more than half of the country. In contrast, the duty-free cigarettes of the major airport channels and the Zhonghua brand are "one of the best."

According to Zhou Ting analysis, Chinese consumers like to buy cosmetics from foreign brands. Be crazy about foreign things and obsequious to foreigners On the other hand, China's cosmetics enterprises have a considerable gap with the international famous brands in the process of products, channels and internationalization. Such high-end brands as Herborist and twin sisters rarely appear in these channels.