Trend Of Luxury Goods In China In 2014

Although many reports have said that China's pace of development is slowing down and its policy is constantly adjusting, China is still in the process of development. Luxury goods Market share continues to grow. This is why China's luxury goods users need to increase their demand in 2014. Therefore, the trend of luxury market in China in 2014 mainly includes:

　　 E-commerce and mobile commerce become mainstream

Luxury customer groups based on young customers have become increasingly accustomed to buying online businesses. These customers not only know more about brand and product information, but also rely more on e-commerce. Shopping for luxury goods through the Internet and mobile phones has become more common. When the convenience and interest of online shopping increase, it has also inspired many electric providers, and they have seen more explosive growth in sales.

　 Two or three tier cities become a must for luxury brands.

Luxury brands have been stationed in the two or three tier cities. Large shopping mall The sharp increase. Therefore, whether brand or shopping malls, marketing strategies have been adjusted, the target customers have turned to customers in the two or three tier cities. At the same time, these luxury brands trying to enter the new shopping mall are also facing the problem of cost increase.

　　 Do surveys before buying.

With the increasing popularity of the Internet in China, domestic customers are beginning to learn to search and research before buying. With their dependence on the fitting rooms and the rise of online shopping, it is not unusual for Chinese customers to browse through the fitting but not buy them in the shops. Instead, they learned to use mobile devices to investigate the goods they saw in the store, and to find cheaper products in other places. And as more and more people have the opportunity to travel overseas, they will also choose to spend less money on luxury goods abroad because of tariff problems.

　　 The rise of life oriented luxury brands

The consumption structure and consumption reasons of Chinese consumers are more and more diversified. Many of them hope to prove their status by using luxury goods purchased. And they are still seeking more unique and customized consumption experience, and also show themselves through an emotional satisfaction. Light extravagant goods, representing a lifestyle, have just started in China, but they are very popular. These brands are committed to satisfying the values and aspirations of this type of customer group. In the light luxury brand of life, customers who accept the characteristic shopping experience not only satisfy themselves, but also can undertake the commodity price of this kind of brand.

　　 Shift from open shop to increase productivity of existing stores

In the past, luxury brands took the most part in actively expanding their stores. marketing strategy But now luxury brands are gradually finding that this strategy can not guarantee sustainable development, nor can they guarantee profitability. So now the brand will focus on improving the productivity of existing stores by increasing the rate of return on investment. According to the latest survey, luxury retailers are also upgrading, "through the development of more time and energy, more products can be sold over the long term to help brand image in the establishment and stability of the customer base, including the introduction of brand monopoly and retail concept, in different stores for different levels of differentiated products, accelerate brand innovation and transformation."

　　 Second hand luxury market is booming

In view of the slowdown of economic growth and the change of consumption attitude, the second-hand market of luxury goods has been gradually popularized. Fashionable consumers, when faced with second-hand luxury goods, do not have a unique vision. They are also a "reckless" group. After buying luxury bags, they no longer worry too much about their need for careful use because they buy luxury second-hand goods at relatively reasonable prices. With the government's increasing efforts to crack down on corrupt officials, many luxury goods "gifts" will flow to the secondary market. This will further increase the supply of luxury goods in the secondary market, and potentially stimulate the operation of the market.

　 More environmentally friendly consumption concept

With the growing concern about China's environmental pollution and protection, Chinese customers will become more accustomed and inclined to choose more innovative and green consumption patterns in 2014. For luxury brands, who will first grasp the general direction of "health, environmental protection and wealth" will grasp more Chinese customers.