Luxury Goods In China Will Redefine Light Luxury And Subdivide The Luxury Market.

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< p > < strong > luxury sink < /strong > /p >

< p > last year's a href= "http://sjfzxm.com/news/index_c.asp" > China's luxury goods market < /a > the sharp decline has made many luxury brands unprepared. The first profit warning issued by boboley in the first quarter of 2012 in China's Asia Pacific region sales growth dropped from 67% in the same period last year to 16%.

In the second half of 2012, the government's attack on extravagant winds made it worse for the luxury industry, which was affected by the macroeconomic slowdown.

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From P's performance in 2013, many luxury brands still grow weak in the Chinese market. In the past, the Chinese market, which sold as an engine for sale in the Swiss luxury brand (Richemont) group, has even become a drag.

In the 5 months to the end of August 2013, the Asia Pacific region, led by China, was the worst, with an increase of only 4%.

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In the first quarter of 2013, Prada (Prada), which could maintain its strong growth in the P trend, slowed by nearly 50% in the first quarter.

Despite the rebound in sales, Angela, chief executive, said in an interview with foreign media: "last year's slowdown in China's luxury market may not be temporary, but it will be a new normal."

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< p > < strong > light extravagant way < /strong > < /p >

On the other side, the light extravagance in the Chinese market, which is located in the mass market, is coming to spring. Their high growth rate in the Chinese market is the surge of luxury brand development yesterday. P

In the past, consumers either bought luxury brands or bought fast fashion brands, but now, more and more people are willing to mix up the two, showing their freshness while showing their identity and taste.

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< p > "light extravagance" is hard to understand. If you can use the English original "affordable luxury", it can be explained very well: the price of around us $300, the popular design, the good quality, and the store brand in the high-end shopping malls.

In fact, Coach can be regarded as the originator of "light luxury", though it was born long ago.

As a brand with annual sales of over $5 billion, Coach was once the "king of $300" in the North American market, and no leather brand could compete with it.

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< p > the emergence of light luxury life represents a new attitude of Chinese consumers to luxury goods, no longer blindly follow suit, or buy a luxury item and "frugal" for many months. Many people begin to plan their own fine lifestyle and enjoy the high quality life details they bring along with them: simple and concise pursuit of the greatest enjoyment.

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Last year, sales of luxury sports car brands such as Lamborghini in China have been greatly reduced, mainly due to China's suppression of luxury consumer spending. P

Some analysts believe that the purchase of high-end car brands in China is generally regarded as a symbol of corruption, thus becoming the main object of attack.

At the same time, the global economy is stagnant as a whole. As an emerging economy, although China's economy continues to grow, the pace of development has slowed down significantly, which has a great impact on the luxury car market.

By contrast, Jaguar and other low-end luxury sports cars have responded well, with the sales of their F-Type models rising by 122% in China. This shows that the purchasing power of Chinese consumers is still strong.

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< p > the chief executive of Italy light luxury leather brand Furla has revealed that its sales in the Asia Pacific region increased by 32% over the same period last year.

In February this year, Furla formed a joint venture with Hongkong Lifeng group to expand its business in China.

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"P" is the same. The United States light luxury leather goods and "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "brand Kate Spade recently decided to set up the Asia Pacific Headquarter in Hongkong. Its parent company Fifth &Pacific is also planning to sell its two other brands, namely, the" Spade "and" sell ", so as to develop the booming luxury market.

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< p > the industry believes that more visionary brands should place consumer groups as Chinese consumers, not just when they travel overseas, but behind the rapid growth of their channels is the expectation of jCG on the market potential represented by China's growing middle class and new rich people.

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< p > < strong > how will light luxury divide the luxury market < /strong > < /p >

< p > first, big brands of small objects / accessories.

And small pieces of personality, therefore, many luxury luxury accessories have become a potential market, such as necklace, earrings, rings, accessories and even U plates. For example, the earrings of Celine are only about 600 yuan, the necklace with obvious Chanel signs is less than a thousand yuan, and even less than 1000 yuan. For example, the key chains, business card clips, neckties and so on sold by LV are very popular with some consumers. Ordinary white-collar workers, if they want to start the Hermes brand, are the most vulnerable to the scarf products. These luxury accessories of luxury brands are usually something that can be obtained by a lot of people. The rich display their luxury through symbolic top-level products, such as villas, Ferrari and BMW cars, but light luxury emphasizes more on small parts.

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< p > Second, < a href= "http://sjfzxm.com/news/index_c.asp > > big brand < /a > sub line brand.

The tide of "light luxury" makes any world top brand have to rethink new brand structure, product line and market strategy, especially for emerging consumer markets like China.

The strategy of smart old luxury goods is simple. The Second Line is designed to design different products to meet the psychological needs of this group of people in terms of brand spirit and social awareness.

For example, Armani has launched a more popular brand A/X, the fashionable youth breath of fresh youth, without losing the original noble and elegant design sense of the main line. It has been widely welcomed by young people, and thus has expanded the market share of the brand.

Cartier Global CEO Bernard Fornas once said that before a century ago, you had to be a king or a nobleman to have enough money to afford Cartier. Today, if you are an entrepreneur, a dentist, a lawyer, even if you are an executive of a large company, you may also be able to afford Cartier.

So Cartier launched different products for different groups.

Let a white-collar worker with an annual salary of not more than 100 thousand yuan can often step on Celine's < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, holding LV bag, using Montblanc pen, is a new orientation worth exploring for luxury brand luxury.

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< p > Third, style brand and original < a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand.

The original designer brand is also an important camp for white collar "light luxury" consumption. The use of e-commerce platform to create style brand and designer brand is also a trend of light luxury, which can meet the needs of more young people.

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