The Luxury Market Is Facing A "Brakes" And Is Facing "Disgrace" At The End Of The Year.

< p > near the end of the year, and to the prosperous season of the consumer goods market.

However, for an international brand, "a href=" http://www.91se91.com/news/index_c.asp "leather" /a "Taiyuan market operation director, Mr. Hu, during these days, apart from being able to feel the cold outdoors continuously cooling down, Taiyuan's luxury consumer market's low fans even made him feel twice as cold.

Since the beginning of this year, with the implementation of the eight provisions of the Central Committee and the measures against extravagance and waste, the luxury market which has always been "bullish" has experienced a "brakes" market and sales have dropped to its lowest point in recent years.

A large number of luxury brands such as LV (Louis Weedon), GUCCI (GUCCI) and so on have not only reduced the share of China's market share, but also faced with the dilemma of declining sales and longer sales cycles.

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< p > < strong > sales volume "brake" /strong < < /p >.

< p > November 27th, on a general working day, the temperature outside Taiyuan during the daytime has dropped below zero degrees Celsius.

At 10 a.m., the reporter walked into a famous commercial building on the new road.

As soon as we enter the door, the temperature of the shop is pleasant, and the soft and relaxing music echoes in the ear, which makes people feel relaxed and happy.

However, reporters walking in this international brand gathered shopping malls found that many a href= "http://www.91se91.com/news/index_c.asp" > luxury goods "/a" store business is cold and cheerless.

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< p > in an international watch store in the shopping mall, a reporter inquired about buying a table as a customer.

"We are the top international list brand, and each watch has a price of more than 100 thousand yuan," the guide told reporters. Because of the positioning and quality of the brand table, the general personal consumption situation is rare.

"Now we must check the consumption of public funds, and sales volume is sure to be affected."

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The consumption of public funds in the name P is restrained, and the sales of luxury goods such as famous brands, jewelry, perfume and so on are also very obvious.

An insider, who declined to be named, told reporters that at present, many luxury brand buyers have obviously "shrunk", and the sales performance of the vast majority of brands has not reached the goal of the beginning of the year, with the largest number less than 30%.

According to a department store professional in Changfeng street, the expansion of luxury goods that has always been high in China this year seems inadequate.

Following LV's announcement that it will not continue to open stores in China's second and three tier cities, it has been announced recently that GUCCI has also announced a slowdown in China's development plan.

According to statistics, luxury sales growth in China in the first two years has fallen from two digits to one digit.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > consumption of public funds < /a > "virtual fire descending" < /strong > /p >

< p > "before many customers in the store, if they look at a leather bag, basically do not ask the price, but will think about how to open the" small ticket "for a long time. But nowadays, such customers are basically rare, and personal consumption has become the leading factor.

Li Wei, a marketing manager of an international brand leather product, admitted to reporters that in recent years, luxury gifts in China have become the "hidden rules" of many people, but since the end of last year, this situation has been quietly broken.

Public officials began to consciously stay away from luxury goods and dare not buy such gifts. This directly led to a reduction in the number of people buying, and also resulted in a decline in brand sales.

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< p > < strong > war on personal consumption market < /strong > /p >

< p > "at this point, the brand should strengthen the training of its own individual consumer groups, rather than relying on the past group buying market and the gift market."

Xiao Zhao, an international luxury goods agent in Beijing, told reporters that the slowdown in the growth of luxury goods sales this year has made the Chinese consumer market gradually return to reason. And the government's intensified anti-corruption efforts have also shifted luxury goods to the personal consumption market. How to adapt to the changing environment has become a problem that must be pondering deeply in the luxury industry.

Xiao Zhao told reporters that before all kinds of "group buying" and "gifts" occupy an important proportion in brand sales, but from the end of last year, the trend of government officials away from luxury goods has been very obvious.

After the "eight regulations" came out, luxury goods accelerated to fade out of the gift market.

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< p > "in fact, the frustration of luxury sales also brings impetus to the pformation of the industry."

Xiao Zhao, for example, told reporters that the original style of his international brand leather goods was mostly stable and atmospheric, so as to cater for the taste of public consumption crowd.

But this year, he has found that the style of the brand has changed greatly, and more fashion elements have been introduced into it. At the same time, the tone has changed from "dark" to "bright".

"Now, some fashionable young people prefer to eat less and drink less and save money to buy a luxury."

He believes that the strategic adjustment of brand manufacturers has also satisfied the consumption demand of these people. This also shows that luxury sales are quietly moving to the personal consumption market.

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