New Positioning Of Luxury: Not Only High-End Atmosphere, But Also Unique Personality.

< p > "a lot of first-rate luxury brands have been abandoned by Chinese consumers, especially those of super high asset luxury core consumers."

Recently, the Institute of wealth quality released a report that according to the Institute's survey of over 4600 luxury core consumers, the escape of high asset core consumers will further intensify in the future.

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< p > < strong > high-end consumption pursuit of uniqueness < /strong > < /p >

< p > China is the most robust market for luxury goods sales in the world.

Reporters yesterday learned from the latest report released by the Institute of wealth and quality that although the global luxury market is facing many pressures in 2013, the total capacity of the global luxury market will still reach a record $217 billion, of which the total consumption of luxury goods in China will reach US $102 billion, that is, Chinese people will buy 47% of the world's luxury goods. It is the undisputed largest customer in the global luxury market.

However, with the maturity of China's luxury consumer groups, the trend of luxury consumption in China is changing quietly, and luxury brands have encountered unprecedented challenges in China.

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< p > "our VIP customers used to be loyal fans of international luxury brands, but their attitude towards luxury and luxury has changed a lot in the past two years."

Guangzhou, a company specializing in the production of advanced customized a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand, the person in charge told the reporter that the sales of the VIP customers of the brand store amounted to 100 thousand yuan per month. Before these VIP customers bought clothes, jewelry, a target= "_blank", "shoes", "shoes", "shoes", "shoes", "shoes", "bags" were indeed popular, such as "Ai" and "Hermes", but now they prefer to come to customize and wear "unique" clothes to attend various social occasions.

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< p > according to the person in charge, this consumption change is due to the fact that more and more high-end consumers find that the international luxury brands no longer make them feel "honorable". When they attend various social occasions, they often find other guests wearing the same clothes, making them feel embarrassed easily.

At present, these consumers are more inclined to advanced customization, so that < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > according to their own proportion, love and temperament to design production a target= "_blank" href= "http://www.91se91.com/" > clothes < _blank > create "unique" clothing.

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"P > with the rapid maturity of China's consumer market, we find that luxury consumers have less trust in luxury brands."

Yesterday, Zhou Ting, President of the Institute of wealth and quality research, told reporters that in the past few years, there were fewer luxury brands to enter China, and we all concentrated on consuming several brands. However, with the increase of sales volume of luxury brands in China, a large number of stores expanded, which attracted many high asset disusers' dissatisfaction.

"Now that there are more and more brands coming into the market, there are more and more high-end high-end niche brands that can be chosen."

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< p > it is reported that the Research Institute of wealth and quality has been researching for three consecutive years, with high asset consumers whose assets are over ten million, and hundreds of millions of assets of super high assets. The respondents include 15 cities, such as Beijing, Shanghai, Guangdong, Shenyang, Zhengzhou and Chengdu.

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< p > < strong > overseas shopping will double digit growth < /strong > /p >

< p > another factor that China's high-end luxury consumers are turning to luxury consumption is their dissatisfaction with the service quality of international luxury brands at home.

According to the survey, up to 92% of consumers are dissatisfied with the luxury brand's service in the local market, and the lack of knowledge and unsatisfactory customer service in the local market makes consumers choose overseas shopping.

According to the report from the Institute of wealth quality, the domestic consumption of China's luxury goods market will reach US $28 billion this year, with an expected increase of 3%, but overseas consumption will be further strengthened to 74 billion US dollars.

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< p > Zhou Ting said that China's luxury brand service is quite large compared with foreign countries, that is, the gap between shopping experience and shopping service is quite different from that of foreign countries, so the consumption loss is also serious.

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< p > "in 2014, the consumption preference of Chinese consumers will still grow strongly, and the number of luxury consumers going abroad will grow by two digits."

Rhodes, general manager and senior vice president of Shanghai public relations company, said.

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< p > according to the introduction, the first-rate luxury brands are the worst hit areas of fake products, and the spread of fake commodities has made many consumers gradually abandon these brands.

"For example, a small white-collar worker bought hundreds of dollars on the Guangzhou subway, but a rich man found that he had spent thirty thousand yuan on the bag, but he found that the fake bag was everywhere in the street, so the rich man might no longer use his own bag."

Zhou Ting said, in the survey found that this phenomenon is very obvious.

"Counterfeit damage to brands is very large, which is an important reason for accelerating core consumers to escape first-line luxury brands."

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< p > from the Research Institute of wealth and quality research, the domestic consumers are more inclined to the designer brand and the high-end small group custom brand, these two kinds of interest are increasing.

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