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Core Consumers Are Fleeing Luxury Goods.

2014/1/6 21:50:00 37

"unlike the previous years, the growth engine of global luxury" a href= "http://xm.sjfzxm.com/" market < /a "is shifting from the East represented by China to the West and the south, such as the United States, Southeast Asia and Africa.

Bain data show that over the past 3 years, the average annual growth rate of sales in the luxury goods industry is more than 11%, which is mainly driven by the Greater China region. In 2012, the sales of luxury goods in Greater China increased by 19%.

But this year's growth rate is expected to fall to 4%, and the overall growth rate of the luxury goods industry will drop to only 2%.

30% (2011), 7% (2012), 2% (2013)...

The data released by the American Bain consulting company is no doubt announcing that the Chinese luxury market is moving towards "freezing point" step by step. This slow growth trend will continue until 2014.

In contrast to P, China's purchasing power is becoming stronger and stronger. "Fat water outflow" has made the US and European markets.

Bain estimated that the Chinese contributed 29% of the total global luxury goods expenditure.

The Institute of wealth and quality has given even more startling data: Chinese luxury goods consumption totaled 102 billion US dollars in 2013, equivalent to 47% of the world's luxury goods. It is the undisputed largest customer in the global luxury market.

In 2014, will the Chinese who consume the most luxury goods lose their domestic market? In the face of "cold winter", how will the luxury goods owners adjust their strategic layout in 2014? p

severe winter has not passed /p >

2013: the trend of gift giving is suppressed.

2014: core consumers fled /p >

over the past few years, although the financial crisis and debt crisis have "visited" many times, the world's major luxury goods groups have achieved gratifying achievements.

Why? The answer is China.

Less than P, however, when luxuries encountered China's anti-corruption efforts, they failed.

In August 2013, the Chinese government made a clear proposal to stop the unhealthy trend of giving gifts to public funds; in September, it reiterated the fact that public funds were not a good gift.

Under the "kill the luxury order", officials are afraid to avoid luxury goods. The gift giving trend has been restrained to a certain extent, and men's clothing and watches have been seriously affected.

According to the report of the World Luxury Association, before 2013, gifts accounted for 72% of the luxuries sold in China.

the importance of Greater China to luxury goods companies can be seen from one or two sets of data: the data provided by Bank of Paris Securities Department of France show that greater China has contributed 1/4 sales to LV, accounting for 35% of Cartire's sales and 45% of OMEGA sales.

"unlike the previous years, the growth engine of the global luxury market is shifting from the East represented by China to the West and the south, such as the United States, Southeast Asia and Africa."

But this year's growth rate is expected to fall to 4%, and the overall growth rate of the luxury goods industry will drop to only 2%.

except for the trend of anti-corruption, the growth of overseas consumption, the online purchasing business and the overflow of counterfeit goods are all reasons why the Chinese luxury market has been pulled into the abyss.

The most intense experience of the "cold winter" is the luxury group that has never seen before.

As the French luxury goods company Kering, "Gucci", after its 0.1% increase in the second quarter of 2013, sales fell 5.4% in the third quarter, which is the worst performance in the third quarter after the 7% decline in the third quarter of 2009. The day of the LVMH group was also bad. Its third quarter revenue growth in 2013 was only 1.7%. The worst performance of fashion and leather products with LV, FENDI and CELINE was the worst, and sales fell by 3.8% year-on-year. The liquor and liqueur companies in Paris (Remy Cointreau) warned investors that 2013 business profits will decline by at least 20% compared with the same period last year, mainly due to the "significant decline in China's performance".

it is a general consensus that the development of the luxury market in 2014 has continued through the "severe winter".

"India, Latin America and Indonesia will be the new engines of growth in the future."

The decline in luxury sales in China may not be a "temporary phenomenon" and may represent a "long-term trend", said Angela Ahrendts, chief executive of BURBERRY, a luxury goods company in France.

Guo Fanli, manager of CIC industry research department, told reporters that the luxury industry is a typical high-end consumer industry. It can reflect the macroeconomic trend and the basic situation of the high-end income groups to a certain extent. The overall downturn of the European and American economy, the growth of quality white-collar income and the increase of investment awareness have made the global luxury industry grow feeble in 2013. P

"Initially anticipate that the three major economies of China, the United States and the European Union will usher in a full recovery in 2014, and the business of luxury goods will improve."

"the performance of China's luxury market this year will be slightly better than that in 2013."

Chen Rui, who is consulting a partner directly, told reporters that the luxury goods industry has a very strong cyclical nature. Consumers will tighten their waistlines when the economy is depressed.

At present, the global economy is still in the recovery stage. It may take 3 to 5 years to get a marked improvement.

However, demand for luxury goods is still booming in emerging markets such as China and India.

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the Institute of wealth quality is also releasing the global luxury economy, which is predicted to report directly to the Chinese market.

"A lot of first-rate luxury brands have been abandoned by Chinese consumers, especially those with super high assets," he said.

Zhou Ting, President of the Institute of wealth and quality, told reporters that according to the Institute's survey of more than 4600 luxury core consumers, for the Chinese market, the escape of core consumers in the next 3 to 5 years will further seriously affect the consumption enthusiasm of other consumer groups, so many large international brands will not only have a large-scale recession in China, but also in the global market.

"the rapid development of international luxury brands in the Chinese market can be said to be a good time to catch up."

Zhou Ting pointed out that there were only a few luxury brands in the Chinese market before, that is to say, the Chinese market did not depend on their efforts, but strong consumer demand and purchasing power promoted their development.

in Zhou Ting's view, despite this, the future luxury goods will further develop the Chinese market.

Because the Chinese market is too big, especially the four or five line cities have not yet opened up.

Only the speed and location of opening a shop will be more cautious and need to say goodbye to "barbaric growth".

fertilizer water outflow

2013: consumption abroad is as high as 80% /p >

2014: two digit growth rate "outflow"

although many reports point out that the profits of luxury brands are decreasing, the position of China's largest luxury buyer in 2014 will not be shaken by the astonishing purchasing power of Chinese tourists.

According to data provided by the Institute of wealth and quality, in 2012, Chinese luxury goods accounted for 40% of the total consumption in Europe and America, while in 2013, luxury goods outside the mainland of China amounted to 80%.

"luxury consumption of Chinese consumers is declining, but overseas consumption is showing rapid growth, and the outflow is increasing.

We find that nowadays most consumers are not only consumers but also overseas.

Zhou Ting told reporters that we were pleasantly surprised to find that China's contribution to purchasing power is high, and it has such a strong support on the global scale. Chinese consumption can account for 40% to 70% of global sales of certain luxuries.

Chen Rui also pointed out that China's purchasing power is very strong.

The trend of anti-corruption has a certain impact on the behavior of gift giving, but the demand for gift giving is still the mainstream in the future, just making the purchase behavior become more "hidden".

in fact, this can be seen from the strategic layout of the luxury goods giants.

Recently, luxury brands such as CHANEL have returned to the US market.

When CHANEL released the CHANEL M e tiers D Art Pre-Fall 2014 Series in Dallas, the US group chief executive John Galantic said that CHANEL will bet on the current and long-term growth potential of the US market. Europe and the United States are the pillar markets for CHANEL, especially clothing products.

In fact, it is easy to see why the big players are betting on the US market because of the rapid growth of sales of Chinese and tourism.

Bain data show that in 2013, the United States surpassed China and became the fastest growing country in the self occupied luxury market.

Compared with 2012, the US luxury goods grew by 4% over the same period last year, reaching 62 billion 500 million euros, while in the same period China increased by only 2.5%, to 15 billion 300 million euros, the fourth largest market in the world.

"in a few shopping experiences abroad, no matter which country's luxury stores, you can always see heroic Chinese customers."

White collar Qin Lu said with a smile, once saw a domestic tour group entered a luxury brand shop, but several times, the shop's several products immediately sold out.

Reporter P has seen the fanaticism of luxury goods in Paris, France.

LV, GUCCI, CHANEL, PRADA and other brand stores have long queues in front of the store. It is no exaggeration to say that more than 1/3 of the team is Chinese.

Many countries have long lists of friends carrying "wishes".

Rhodes, senior vice president of Shanghai public relations, said, "in 2014, Chinese consumers' overseas consumption preferences will continue to grow strongly, and the number of luxury consumers who will spend overseas will grow by two digits."

at the same time, the price of luxury goods will also be a great probability event in 2014. Over the past 10 years, the price of luxury goods has risen by more than 60%.

Hermes has released a plan to raise prices for products in 2014.

In the view of the industry, there is no need to worry about the "loss" of the general merchandise price increase.

Because of the long existence of high price difference between home and abroad, there are always a group of people who will fly across the sea in order to send money to international luxury goods.

According to the former Ministry of Commerce survey, 20 high-end consumer goods, such as watches, bags, clothing and so on, are about 45% higher than that in Hongkong, China, 51% higher than that in the United States, and 72% higher than those in France.

the reason for accelerating the outflow of luxury consumption is that the Ipsos Market Research Group, through investigating 1800 middle-class consumers in mainland China and Hongkong, found that 92% of the mainland consumers were not satisfied with the service of the brand in the local market, and preferred overseas shopping. "The Chinese luxury market will continue to expand overseas."

Zhou Ting told reporters that the cause of "fat water outflow" is also due to the insecurity of domestic consumer goods and the shortage of some commodities. Chinese people are more willing to trust the quality and shopping experience of foreign goods.

In addition, due to macroeconomic factors, the continued appreciation of the RMB exchange rate makes domestic tourists more economic strength for overseas consumption.

from < a href= "http://xm.sjfzxm.com/" > clothing shoes < /a > to jewelry furniture, from watches to cars, from coffee to red wine, almost everything can be customized, and gradually welcomed by consumers.

Today, luxury customization has become increasingly industrialized and large-scale, and will develop rapidly in the next 3 to 5 years.

The Institute of wealth quality predicts that by the end of 2013, the number of customized brands in China's luxury goods market will exceed 4000.

fake flooding > /strong > /p >

2013: throughout the whole industry chain /p >

2014: the strength of counterfeiting is doubtful .

Less than P, Chinese consumers sell hundreds of billions of luxuries in the world, but are these luxuries really reliable?

is not exactly the case.

The overseas luxury goods store can see that people are selling fake products, "checking the body", the overseas purchase of small ticket can be fakes, dealers adulterate sales, and the involvement of brand insiders in counterfeiting has brought a shadow to the luxury industry.

Reporters have seen in the Huaihai Middle Road area of Shanghai. Many people live in hidden secrets of various kinds of imitation products, LV, PRADA, CHANEL and other fake luxury goods stuffed with cabinets.

wealth quality research found that luxury goods market counterfeit visibility is very high, counterfeit visibility list, LV, GUCCI, CHANEL occupy the top three.

"Our research found that LV's fake products have already been covered in China, including purchasing, e-commerce, distribution agents and other channels.

The spread of counterfeit goods has led high-end consumers to abandon it quickly. Research shows that 94% of the rich say they will not consume the most counterfeit brand, LV is among them.

For ordinary consumers, they do not want to buy real LV.

From the point of view of cost performance, they are more willing to buy high imitation products online.

Zhou Ting said the situation of counterfeit goods flooding is hard to change in 2014.

in fact, luxury enterprises have realized the problem of counterfeit goods and have taken some measures.

In October 2013, LV signed a memorandum of understanding with Taobao. In order to avoid counterfeit LV products in Taobao network, a reminder and withdrawal system will be launched.

In December, New York fashion design luxury accessories brand COACH also updated the memorandum of cooperation signed with Taobao in 2011 to combat online selling behavior.

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however, counterfeit and fake sellers can always find "grey areas".

After Taobao online and other websites launched a luxury counterfeiting operation, many luxury goods buyers went to WeChat circles.

For a time, a group of vendors selling "luxury goods" suddenly appeared in WeChat's circle of friends, all of which were HERMES, LV and other international first-line brands, and the price was only two to seventy percent off of the official quotations.

In the face of crazy selling, WeChat has carried out keyword shielding on some public companies that sell public accounts with "original list" and high imitation luxury goods in the face of P.

However, such a way may achieve little success.

Insiders told reporters that it can be replaced by other keywords, such as GUCCI, which can be written as "GU*CI".

in fact, the situation of Internet selling in China has been serious, especially for some foreign luxury goods, which is more rampant. For this reason, Taobao was included in the "notorious market list" all year long by the US Trade Representative Office (USTR). It was not until 2012.

"the spread of luxury goods has become a global problem."

Zhou Ting said that how the problem will develop in the future depends on how the brand is to deal with it.

It is reported that in 2013, only one place in Southampton, England, officially paid 238 thousand fake and shoddy goods, including fake bags, fake watches, fake sunglasses and fake jewellery. The total value was up to $19 million.

Meanwhile, in Toronto, Canada, recently seized $6 million of counterfeit goods, including counterfeit wines, cosmetics and so on.

in the eyes of analysts, only two times of fake sales for such a multichannel sale are often temporary solutions.

Zhou Ting thinks that a large number of fake goods make the luxuries completely popular, no longer have mystery, and the attractiveness of consumers is further reduced.

This will further reduce the brand value of many international brands, so their potential for further development in China will be further restricted.

"all along, the whole industry of luxury goods is not enough to fight against counterfeiting. Many brands even stop at the level of expression or even on slogans."

Zhou Ting pointed out that in China, because the cost of violation is too low, plus the negative response of the brand itself, fake goods are very serious.

Some luxury companies believe that even if there is a fake product, it will not cause too much damage to the brand based on the exuberant demand. In fact, the idea is wrong. In fact, the market has a critical point.

The spread of counterfeit goods will cause serious harm to the core consumers, and will also affect marginal consumers and potential consumers.

Fake or become the last straw for overcoming luxury brands.

Custom trend /p >

2013: customized consumption promotion

2014: the scale of industrialization is less than /strong > /p >

"2014 have you customized it yet?" Feng Xiaogang's annual New Year comedy comedy "private ordering" is on the rise. Meanwhile, the luxury industry is also blowing up a "private custom" trend.

The core consumers of ultra high assets "fled" luxury goods and then turned to the customized arms.

"often attend all kinds of social occasions at ordinary times, many times the clothes or accessories" crash shirt "situation, how many will be embarrassed.

Shen Xue, a businessman, told reporters that he now prefers advanced customization so that designers can design their clothes according to their proportion and temperament.

in fact, Shen Xue's remarks also represent the voice of a large number of high-end consumers.

According to the survey of Ipsos Market Research Group, with the gradual maturity of China's luxury consumer market, people in the past are concentrating on consuming a few luxury brands. Some high-end people not only pursue "high-end, atmosphere, grade", but also pay special attention to their unique personalities. It is expected that the high-end luxury brands and new luxury brands entering the domestic market will have a rapid development in the future.

P, France's leading high-end luxury brand, Paris PARIS MATZO Asia Pacific chief told the media that although consumption of domestic consumer goods was not particularly ideal in 2013, the consumption level of high-end customization was higher than in previous years. This is a good sign that China's luxury consumer market is maturing.

in Chen Rui's view, consumers' pursuit of luxury can be generally divided into three stages: "luxury luxury, high-end and differentiation". At present, Chinese consumers are developing from the first stage to the two stage.

Customization is the pursuit of individuation and differentiation.

according to Zhao Ping, deputy director of economic research < /a >, according to the consumption Department of the Ministry of Commerce, < a href= > http://www.91se91.com/news/index_c.asp >, the custom-made crowd is mainly stylistic stars, government officials and business celebrities.

Stylistic stars are the trend leaders, often participate in all kinds of public activities, the most need to highlight their individuality; government leaders and dignitaries to visit, representing the image of the country, while wearing a prominent personal taste, but also with personal image temperament; business celebrities social activities more, in order to prevent "crash", customization is necessary.

"from clothing shoes to jewelry furniture, from watches to cars, from coffee to red wine, almost everything can be customized, and gradually welcomed by consumers."

According to Zhou Ting, a few years ago, many high-end people had fallen in love with customization.

Since 2013, this phenomenon is particularly evident, especially for some core consumers, celebrities, and so on, who have bought LOGO (logo) luxury goods instead of customized ones.

"Nowadays, luxury customization has become increasingly industrialized and large-scale, and will develop rapidly in the next 3 to 5 years."

The Institute of wealth quality predicts that by the end of 2013, the number of customized brands in China's luxury goods market will exceed 4000.

in fact, many luxury goods are also being spent on customizing.

Recently, BURBERRY announced that it will introduce customized men's clothing service in China. Previously, men's clothing brands such as DUNHILL have quietly opened the custom-made road of luxury clothing. The famous international clothing brands such as JACOB COHEN, HETTABRETZ, CRUCIANI and POROSUS all plan to make high-end customization in China's market.

"customization is indeed a good medicine to save the slide of luxury goods."

However, Zhou Ting is not optimistic about the "customization" of luxury goods. "On the one hand, the luxury brand has missed the best opportunity to develop high-end customization; on the other hand, international leaders may not be willing to do so.

Because high-end customization will increase costs and reduce profits, they are more willing to buy those classic items, that is, relatively standardized products to make quick money.

In the view of Zhou Ting, each luxury brand has different problems. "Self help" should start with products, pricing, marketing, channels and so on.

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light extravagant way

2013: double digit growth

2014: stable and medium rise > /strong > /p >

in the days when the luxury brand "howl" days were sad, the "light luxury" brand made them envy, jealousy and hate with the continuous double-digit growth.

what is "light luxury consumption"? In English, the original explanation is "affordable luxury", the price of about 300 dollars, the most popular design elements, comparable to the quality of luxury goods, and the store brand in high-end shopping malls.

"with the gradual growth of consumers and the improvement of information pparency in commercial society, the premium space for luxury goods is further reduced."

Zhou Ting told reporters that through research, it was discovered unexpectedly that consumers began to pay attention to "cost performance" in the purchase of luxury goods.

nowadays, "light luxury consumption" as a more rational way of consumption is being accepted by the public.

When interviewed by reporters, many luxury consumers have begun to stay away from those high-profile and flaunting brands, instead of choosing LOGO which is not so obvious but with a more distinctive style and quality brand.

Less than 16 billion years ago, the stock price of the us light luxury brand MICHAEL KORS, which has been sold for two years, initially priced at $20, less than a href= "http://www.91se91.com/news/index_cj.asp", "/a", has exceeded $80, and its market value is more than 16 billion dollars.

MICHAEL KORS released its third quarter earnings report in 2013, showing that sales in the quarter were $740 million 300 thousand, an increase of 38.9% over the same period last year, and sales growth in the same store was as high as 22.9%, which is the thirtieth consecutive quarter of this brand's same store sales growth.

In addition to achieving a 30% sales growth in the US base market, MICHAEL KORS grew strongly by 101% in the third quarter and 45% in the same store, while sales in other regions including China also increased by 64%.

"P" MICHAEL KORS's "little partners", such as the KATE SPADE, which is also positioned as light and luxurious, also shows strong momentum.

KATE SPADE, which belongs to the FIFTH&PACIFIC group of the United States, has become the "life-saving straw" of the entire group. After the group sold only the loss of JUICY COUTURE in October last year, the next step is to sell LUCKY BRAND, a strong favorite KATE SPADE.

< p luxury research 2013 released by Euromonitor, an international market research firm, shows that one of the driving forces of the global luxury market in 2013 is the development of "light luxury" brand.

The spring of China's light luxury market has also led to the accelerated layout of all kinds of capital.

In 2013, FURLA, KATE SPADE and other brands were looking for local partners to expand their business in China.

Zhou Ting pointed out that in addition to the familiar second-line brand, the original designer brand is also an important camp for white collar "light luxury" consumption, which can meet the needs of more young people.

In the view of Zhou Ting, KATE SPADE and MICHAEL KORS have one thing in common. In the past one or two years, the rate of opening shops in the world has been very fast, and the number of shops has reached three digits. It is precisely because of the large number of shops that stimulate the rapid growth of sales performance.

for the reason of the rise of "light extravagance", Zhou Ting thinks, "consumers have become inert in traditional old luxury goods, and they need new brands to meet the diversity of their needs.

With the decline of the growth of international brands, light luxury brands have taken the lead in the loss of large brands.

Guo Fanli pointed out that the rise of the concept of "light luxury" is a corroboration of the widening income gap between Chinese residents and reflects the important characteristics of weak brand consciousness.

On the one hand, the residents who have potential consumption ability choose to choose the low-end luxury goods because of the pressure of life, and the special crowd sneers at the concept of "light luxury"; on the other hand, the concept of luxury goods is directly linked to the price, brand loyalty and service value-added are completely ignored, and the middle and low income people get the feeling of "honourable" with the brands that are priced in the middle, foreign brands, and not selling well.

Chen Rui is more optimistic about the future development of "light luxury", "Chinese luxury goods buyers are gradually changing from the social elite to the middle class, while the" light luxury "products suitable for the middle class positioning should have more stable growth in the future.

but Zhou Ting expressed concern about the future of "light luxury". In her view, compared with luxury luxury goods, consumers of light luxury goods have lower stickiness.

"I am not optimistic about the endurance of light luxury.

There will be high speed growth in two to three years, three to five years or no big problems, but in the long run, the profit is not ideal. "

Zhou Ting described the "light luxury" mode of making money as "going up and down quickly".

electricity supplier rebirth

2013: online shopping accounted for 4.5%

2014: self built online channel /p >

store sales are not enough. Luxury brands begin to "start" to the Internet. More and more big brands have developed their shopping functions on their websites.

According to the 2014 China luxury goods report released by Ipsos Market Research Group, the tendency of online shopping for luxury goods has been greatly enhanced: the proportion of people who want to buy luxury goods through the Internet has increased from 22% last year to 36%, and even Hongkong, China has increased from 24% to 34%.

luxury "a href=" http://www.91se91.com/news/index_cj.asp > network strategy < /a > has become "powerful".

COACH said to the media that the total traffic volume of the official website has increased by 50% since the year when the brand added to the official website of the e-commerce platform. The official web page browsing and the two return visit rate showed an ideal upward trend, especially the "new to commodity" page browsing volume increased by more than 50%.

however, online shopping still occupies a small share of luxury sales.

Italy luxury goods industry association Fondazione Altagamma predicts that online sales of luxury goods will increase by 28% to 9 billion 800 million euros in 2012, accounting for only 4.5% of the total global luxury goods sales in 2013.

This means that luxury online shopping still has great room for excavation.

reporter found that there are many merchants who are keen on luxury online shopping.

However, the chaotic supply mode was once strongly opposed by luxury brands, and OMEGA and other brands had publicly accused Taobao of selling fake products, while Tissot also sued Dangdang for selling unauthorized products of Tissot.

"The most deadly thing is that the supply chain is not in the hands of the electricity supplier."

Tang Xin, a senior consultant of AI consulting, analyzed the "International Financial Daily" reporter. Although the luxury goods have considerable profit margins, the downstream channel operators are controlled because they can not get the authorization.

for the relationship between electricity supplier and luxury goods, the industry is mixed.

Wang Yong, vice president of Kelan diamond, told reporters of "international finance daily", "the luxury of electric business is a false proposition.

The definition of luxury is something that few people can afford, but the electricity supplier is hoping that most people will buy their own things.

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"luxury goods and electric business are natural enemies."

Guo Fanli also pointed out that luxury sales links pay more attention to consumer experience and brand communication, and consumers are not sensitive to price. The stores in large shopping plaza are the best selling channels for luxury goods.

The electricity supplier is the main selling point of price war, propagation speed and holiday rush buying. It is more close to consumers in the positioning of consumers, and is essentially different from the sale of high-end atmosphere shops.

however, Zhou Ting did not agree with the theory of natural enemies. She believed that the two were more complementary.

"O2O mode is an opportunity for luxury electric business. We often say that luxury electronics suppliers lack customer experience, and offline interaction with online can make up for this deficiency."

Zhou Ting told reporters that with the upgrading of luxury retail formats, luxury retail outlets have been gradually abandoned by core consumers, and experience and service centers will become the mainstay of offline retailing in the future.

Luxury electric business can be a one-stop service provider, but how to do well in service is a university question.

according to Zhou Ting, many luxury brands are exploring to develop online, and this trend will continue in 2014.

In the past, luxury brands were also forced to keep pace with online development, such as "service limits" and "quality gates". However, in the era of big data, this is a problem that must be considered.

"In the future, more luxury companies will consider building their own online channels because they can better control pricing and services.

At the same time, online can also make up for the slowdown in store expansion.

Zhou Ting said.

the rise of domestic goods /p >

2013: "domestic goods" is coming to prominence /p >

2014: the year of practicing "internal strength" is .

in China, the sale of local luxury goods is a very embarrassing problem.

Which of China's many brands is a luxury "seed", can it have a turning point in 2014?

from the list of 2013 wealth quality list, Moutai, Tongrentang (20.79, -0.67, -3.12%), China tobacco, Wuliangye (15.19, -0.25, -1.62%), Shanghai, exceptions, polar grass, seagull table, up and down, bamboo leaf green ten brands are most likely to become China's first batch of local luxury brands.

in Zhou Ting's view, the loss of Chinese local luxury goods on the international stage for a long time is due to the psychological fact that luxury goods are less than a href= "http://www.91se91.com/news/index_h.asp" > consumption < /a >; secondly, the channel occupies the position; foreign luxury brands occupy the best store and location at low cost; third, the channels of communication are limited, while overseas luxury brands occupy an important layout of the quality media at a low price, while Chinese brands need to pay a high price if they want to do the same publicity.

it is gratifying that in 2013, individual "domestic products" began to emerge in the world.

In November 9, 2013, the most famous tour of the British royal family in London in the past 200 years, the British Royal London mayor's celebrating floats parade, the luxury brand "Paul lander" from China is particularly dazzling.

In addition, Chinese tea with local characteristics has attracted the attention of all parties.

TOP MARQUES, the world's top private goods show, is the only Chinese brand that has been invited for four consecutive years.

however, most analysts believe that the overall rise of local luxury goods is still underestimated.

Guo Fanli pointed out that luxury products include small audiences, high prices, high added value, quality service and uniqueness. The product has a high demand for R & D, artistic beauty and cultural connotation. "Not only high priced goods are luxury goods".

"The best consumer group of luxury goods is better in terms of economic strength, personal accomplishment and brand loyalty, while the consumption ability and consumption mode of our residents are relatively backward, and the difference between Chinese and foreign cultures is huge, so it is difficult for Chinese luxury goods to move to the international market in the short term."

Guo Fanli said.

French expert in the field of luxury goods, Professor Michel Guzez, vice president of Kedge business school in Marseille, France, pointed out to the International Financial Daily that Chinese enterprises need to create "6+1" conditions to create luxury brands.

Among them, the 6 conditions are cultural background, craft, quality, talent, creativity and design.

In China, people can find the first 6 conditions, but only "+1" is hard to find. This is the ability to understand brands and build brands.

"many Chinese brands have good international conditions."

Zhou Ting suggested that China still needs to do well in cultivating local luxury brands: on the one hand, Chinese enterprises need to include professionals in design, management, brand, marketing and so on.

On the other hand, we need to learn the management experience of foreign luxury brands and raise the level of brand management. In addition, the government should also give preferential treatment in terms of policies, taxes, and so on to promote the "going out" of Chinese local brands.

Chen Rui believes that the local "a href=" http://www.91se91.com/news/index_s.asp "luxury" /a "must enhance China's" gold content ". It is necessary to produce one to two leading brands of luxury culture based on culture in a certain period of time, forming a good atmosphere, promoting the upgrading made in China and strengthening the cultural identity regression.

"Acquisition is a better way to achieve it.

Looking at the development of the global luxury market, some Chinese brands have begun to have certain market size and competitiveness, and there are more instances of Chinese enterprises participating in or buying foreign luxury brands.