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First Luxury Luxury Report: Operating Companies Are Losing Money.

2013/10/16 13:18:00 12

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2013, under the influence of various economic and social factors, China's < a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > the market growth rate slowed down overall.

The daily economic news reporter learned from the Institute of wealth quality today that according to the research and statistics of the Institute, the total amount of luxury goods that can be circulated in the hands of consumers for about two times now is about 300 billion RMB, and the annual growth rate is about 20%.

it is understood that Chinese consumers, as the world's largest luxury consumer group, are supporting the global luxury consumption. At the same time, due to the abnormal development of China's luxury gift market, the private sector has accumulated a lot of unused luxury goods and the luxury goods that can be used in circulation.

However, due to the reasons of consumption concept and the undeveloped secondary circulation market, as for the first half of 2013, the paction volume of the secondary luxury market is only about 3 billion RMB. Although the market base is very small, the growth rate is very fast, with an annual average growth rate of over 30%, which exceeds the growth rate of the luxury market in the same period.

however, despite the rapid growth of the market, most of the second hand companies of luxury goods are small and most of them are in a state of loss. The overall business model is single and lacks core competitiveness.

first tier cities lead two or three line cities

wealth Quality Research Institute found that consumers in the first tier cities had relatively strong desire for second-hand pactions, of which Beijing was the top and followed by Shanghai.

60% of the luxury consumers interviewed by Beijing clearly expressed the need to cash in their luxury goods, mainly due to the larger proportion of luxury consumer gifts in Beijing and the lack of use due to political factors.

But Guangzhou is also a first tier city, and the desire of local consumers for second hand luxury consumption is obviously low, which is related to the overall luxury market environment and luxury consumption psychology of Guangzhou.

data show that consumers in the two or three tier cities are less willing to buy and sell second-hand luxury goods.

Most of the rich class will not buy second-hand luxury goods. They think that buying second-hand luxury goods is not their identity, nor will they buy second-hand luxury goods to give gifts. Rather than the rich class, they are sensitive to prices. Even second-hand luxury goods are still a high level of luxury consumption for them, so they prefer to choose luxury goods or non luxuries rather than second-hand luxury goods.

although the economic growth slowed down in 2013, it did not affect the rapid expansion of second-hand luxury goods < a href= "http://www.91se91.com/news/index_s.asp" > store > /a >.

According to incomplete statistics of the Institute of wealth quality, the number of second-hand luxury goods stores increased from 512 in 2012 to 823 in 2013, an increase of 37.8%.

It is worth noting that the newly increased second-hand luxury stores no longer just pile up Beijing, Shanghai, Guangzhou and other tier cities, but begin to spread to Changsha, Hangzhou, Chengdu and other second-tier cities.

"first tier city led, two or three line urban expansion" has become the main market layout of second-hand luxury goods operators.

This is because the luxury market in the first tier cities is relatively mature, luxury consumption is gradually becoming rational, consumers' consumption concept is more open, and they are willing to accept the new consumption proposition, so the main battlefield of the second hand luxury market is still in the first tier cities; but at the moment of "channel is king", whoever can occupy the market first will win the market initiative, and the second tier luxury goods market in the two or three tier cities has just started, which is the best time for the second-hand luxury goods businesses to seize the market quickly.

luxury goods preservation is just a marketing gimmick /p >

wealth Quality Research Institute found that second-hand luxury market fake goods visibility is very high, whether second-hand luxury goods or second-hand luxury old goods are generally fake.

In the secondhand luxury dealer's purchase channel, mainly from the fake goods producers or distributors, most of them do not have the production capacity of counterfeit goods.

At the same time, there are certain businesses that have knowledge of fake sales.

secondary market price is the index that can best reflect the value of luxury goods. Although luxury brands increase their prices not only once a year, they promote their brand and product's investment and collection value more than once, but in fact, the value of luxury goods exists only on the very individual products of individual brands.

in the second hand luxury market, the price of unused luxury goods is generally 5-8 fold, the lowest to 70 percent off.

luxury brands usually offer many limited edition and special commemorative money. Many consumers think that these models will be more value for money. In fact, for luxury brands, many are counterfeit limited and false commemorative funds. The number of luxury brands is not so small that they can be insured. In the secondary market, there are many limited edition and commemorative money brands, but they also do not have absolute value preservation.

it is understood that only individual luxury a href= "http://www.91se91.com" > brand "/a" products of individual products have certain value preservation and value-added characteristics, these brands are generally in the hands of luxury customers, because only these large customers can buy these specific products, but although these products have value preservation, but they do not have liquidity, these consumers will not sell these products.