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Breakthroughs In The Habit Of Chinese Consumers And Breakthroughs In Luxury Sales

2013/11/29 20:18:00 25

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Luxury Goods Chinese Market Consumer Habits

in the first tier cities such as Beijing and Shanghai, the scale of buyer shops is getting bigger and bigger, and the opening of designer brand stores is often paid more attention. 3.1Phillip Lim, which only opened 10 days in Taigu North District store in Sanlitun, has become the sales champion of the month. Its performance exceeds that of the well-known Paris family, and even a number of successful brands in a building's buyer shop I I T. 
 more and more brands like 3.1Phillip Lim are known through various channels, and they are starting to replace those popular luxury brands that have been the most fashionable influence in people's minds. Last month, HM announced its cooperation with Paris brand Isabel Marant in Paris. The brand name of the unknown Paris designer quickly gathered a large number of people in its relaxed design style. Gao Yuanyuan's latest appearance at Hunan entertainment variety show's happy camp is just wearing the designer's work. 
 after having been educated for a long time, a group of Chinese consumers who first grew up are enjoying a more relaxed and open-minded attitude. They refuse to pay for stupid designs. They are willing to appreciate those "a href=" http: //www.91se91.com/news/index_c.asp "clothing" /a, which has excellent designs and elegant designs. If they used luxuries only to prove their money in the early days, nowadays, most of the consumers with international vision already want to show their taste through their own purchases. 
 this change is quietly occurring in the first tier cities of Beijing and Shanghai. The adjustment made by Beijing's newly opened Department of Lafayette relative to the Department of Lafayette department in Paris headquarters is an interesting explanation of this change. 
"P > Paris department store is located in Osman street, a luxury shopping district. In addition to the old Buddha Department Store Group (including independent men's clothing and home furnishing), and its biggest competitor, another big top department store, spring department store, the location of the old Buddha's Beijing is even younger. It has not gathered in the eastern part of Beijing, and left China World Trade Center and Da Wang Road. Instead, it chose Xidan, a traditional shopping place for young people. 
 > a href= "http://www.91se91.com/news/index_c.asp" > Lafayette department store < /a > (Beijing) Co., Ltd. CEO Shen Lang (Laurent Chemla) interviewed by the Economic Observer newspaper said that they had studied for a long time and found that Xidan is a very consumption oriented business district. Although consumers are mostly young, they are willing to pay for entry level luxury goods and some designer brands. 
 this has changed the luxurious strategy of Lafayette department store in other areas and replaced the "fresh and fashionable" route. They did not replicate the luxurious Byzantine style dome of Paris's Lafayette department store. Instead, they only had many LED screens on the outside walls, and the interior decoration was not as gorgeous as in Paris. Instead, they used the marble and oak Versailles parquet floors to look younger. Shen Lang said: "we have adopted a scissors difference strategy on price, providing products for consumers with general consumption ability and providing luxury consumers with choices. We have brought 500 brands, and 30 fashion buyers who are very familiar with Chinese local consumers are buying the world. 
 most brands do not set up shop here alone. In independent designer women's wear area, you can't even see the brand logo. They are only made into a label on the clothes rack. You pick a piece of clothing and try it on until the last thing you notice is the brand. 
P, a 5 storey old Buddha, is actually a giant "fashion buyer shop". Brands no longer serve as the only centers, including Jil Sander and Stella Martney. Only six or seven packages are displayed on one to two containers. In traditional boutiques, leather bags and shoes are placed under well-designed lights. Consumers buy things like pilgrimages, but in such a shop, plain design will give you more attention to the product itself. 
 it is hard to say whether this change is also affected by the last business failure, in addition to the long-term survey of consumers today. Last time, they lost their habit of not understanding Chinese consumers. In 1997, Lord Buddha once set up department stores in the Wangfujing commercial street in Beijing, and attracted many famous brands such as LV, Cartier, Burberry and Chanel. However, after only one year, the first attempt of Lafayette in Asia failed. 
The habit of luxury consumption is far less mature than that of today. People are still at the initial stage of luxury consumption. Most people are accustomed to shopping in Xidan shopping malls and Wangfujing department stores. Luxury representatives are Pierre Cardan instead of LV. Luxury goods are far from reaching the stage of mass consumption. People's recognition of brands is also close to 0 in the first tier cities such as Beijing. The real take-off of luxury consumption should be calculated after 2005. The rise of the new middle class and the popularity of fashion magazines are no longer a luxury dream for ordinary white-collar workers. Buying luxury brands has long been a trend. 
Like P and < a href= "http://www.91se91.com/news/index_c.asp" > Lord Buddha's < /a >, there is also a fashion department store in Hongkong. In September this year, they re opened in Huaihailu Road Times Plaza in Shanghai, 6 years ago, they left in Shanghai. In an interview with CEO AndrewKeith, Lun Crawford said that the failure of Lian Crawford was due to its franchising mode, which rented the storefront to the brand, and decided by brand to what they sell in Lane Crawford. This time, they employed more than 80 fashion buyers, bringing more than 500 brands, including the personal brand of Chinese designer Alexander Wang (now Alexander Wang is the design director of Paris family), and the J.Crew of American brand Alice &Olivia and Mrs. Obama. These brands were first brought to China. But before they came to China, these brands had already had a large number of fans through the Internet. 
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 < --EndFragment-- > this situation is quite rare in other cities. In the two or three tier cities, shopping malls in large shopping centers are still striving for the first brand rent free to win their entry. In Shenyang Hang Lung Plaza, Chanel single floor shops ranked first in the country. LV and Gucci are preparing to reduce the number of shops in China. The new shops opened by LV this year are set up in second tier cities such as Wuhan, and GUCCI has experienced sales decline for the first time this year. In the first tier cities, big names must face the market saturation and people's choices are becoming more and more. 
 > as a stewardess, ah Chu often takes part in purchasing tasks for domestic friends. In the past two years, more and more people have been carrying things along with her. However, compared with the narrow choice of Prada and LV in the past, her biggest feeling is that more and more people are unwilling to pay for brands only. They do not want their money to buy only LOGO that can show off. She also learned about J.Crew, Tory Burch and other less popular brands in these friends' inquiries. 
From P to 2005, the habit of Chinese consumers is splitting rapidly. According to the 2014 China luxury report released by the Market Research Institute shortly before the Ipsos group, Chinese consumers are more willing to get to know the daily information of a brand. 45% of the 1545 people surveyed want to get the first-hand information of the brand, which far exceeds their concern about price (28% of the most concerned about the price). They are concerned about the news released by the brand through APPS, in the fashion magazines, the mature consumers will also pay attention to the style of the designers and even the replacement of the designers. 80% of the people are willing to accept the news of the first time pushed by the brand, 79% of them are willing to accept the push of non-commercial information, such as commercial exhibitions and so on. In the past, LOGO, which relies on easy identification, has an explosive growth brand. This year, there are unsightly figures in the financial statements. 
 these rapid changes have led to changes in brands from France and Italy. They still sell the best selling posters to overseas tourists in China, especially those from two or three line city tours, but in the first tier cities, they have begun to transfer unique styles to shops in Beijing or Shanghai. 
 after nearly 10 years of brand education and media education, Chinese consumers are gradually getting rid of the negative image of "stupid, expensive and fast coming". Lafayette general store (Beijing) Co., Ltd., Shen Lang, admitted in an exclusive interview with the Economic Observer newspaper: "Chinese consumers are getting more and more mature. They no longer pursues only famous brands or expensive products. They are becoming more and more aware of choosing products that can be accepted at a price but can also show their taste at the same time." CEO Our old department stores in Beijing, from design to brand, are made according to the needs of consumers. Chinese consumers are changing, and we need more local experience. 
 Hong Huang's "Mint glutinous rice onion", which was set up in North District of Sanlitun in 2010 in North District of China, was questioned how long it was going to be in the early days. But today, Liu Qingyang, one of its co designers, is already a famous new designer in China. Its brand Chictopia already has its own stores, and has entered many shopping malls with Simon Gao, Christopher Bu and other domestic designers. If these recognition is only the pursuit of small fashion circles, but now, after Fan Bingbing, Joe Chen, Bai Baihe and other clothes were present in public activities, Taobao sellers have begun rapid replication. Even if it is a simple imitation of stars, no one can deny that this popular imitation is a positive encouragement for independent designers. 
 it is precisely under the change of consumers that many department stores are caught unprepared. After all, although the developed countries have the tradition of consuming luxury goods, they have gone through the process of flaunting publicity to today's pursuit of inner restraint. Take France as an example. From Louis Xiv to date, it took hundreds of years. In China, all development is like using ripener, and the growth of consumers is no exception. Perhaps it is ostentatious and offensive. At the same time, traditional Chinese culture is also more low-key. A few Chinese consumers have completed this evolution in only 10 years or so. 
"P >" Qiao Fu grass ", located on the East Bridge of Beijing, was also envisaged in the initial launch of the project. The investment brand was also covered by LV. However, due to the delay of the project, by the time of 2009, they discovered that these brands had already had several stores within two kilometers, and they would not come to the grass. But it is gratifying to find that consumers are no longer the big blind admirers. Instead, they turn their investment targets to those brands with strong characteristics and strong design styles, such as COS (Collection Of Style), Ted Baker, Karen Millen, even the hardened luxury goods recognized by Zhong Biaozhu Bao, as well as representatives of Roger Dupe, Vak Jabo, Wempe and so on. 
 there is a joke in fashion circles. It is ridicule for consumers in different regions of China. "Luxury stores in Beijing are used to give gifts, Shanghai stores make brand images, and the two or three line really contributes to sales." Although it is a joke, it really points out the current situation of luxury consumption. Old Buddha in Beijing changed his luxurious route in Paris to turn the fashion style, is still ahead of others established confidence in the maturity of consumers.