When Luxury Goods Encounter "Anti-Corruption", The Court Is Neglected.

The growth rate of < p > 2013 is in sharp contrast to that of luxury goods in China a few years ago. In 2012, the growth rate of luxury goods in China was 7%, and in 2011, the figure reached 30%.

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< p > Bain believes that the collective frustration of luxury brands in the Chinese market is related to economic slowdown on the one hand. On the other hand, it comes from the government's policy of combating corruption.

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< p > Bain company is not the only one to point out that China's luxury goods plummeted. According to Reuters, the biggest decline of Chinese luxury consumption in 2013 has occurred in at least five years. According to the survey of "Hurun rich", the average consumption of the Chinese rich in 2013 has dropped by 15%, which has declined for third consecutive years and the gift has been reduced by 25% over the previous year.

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< p > < strong > the ban on gift giving is severely damaged. < a href= > http://www.91se91.com/ > > watch industry > /a > /strong > /p >

< p > since June 2012, the first time China issued "Regulations on the purchase of luxury goods from public funds", the entire luxury industry has suffered a great impact. This phenomenon has become more evident in 2013.

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< p > Bain's report shows that among all the luxuries, watches and men's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > category are the most seriously affected, the higher the watch price, the greater the decline.

Sales of watches declined by 11% in 2013.

In the first few years, the growth of men's clothing category also showed a slight decline in 2013.

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Before the 2011 (except for the financial crisis of 2009), Swiss exports to China increased by more than 40% every year before P.

Even in the first half of 2012, the export of Swiss watches in China's domestic market still increased by 16%.

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Less than P, the decline of consumption also made the once optimistic Swiss watchmakers tighten their share.

Audemars Pigeut, a Swiss watch company, has closed six retail stores in China. "China's gold rush is over," said Francois, chief executive of the company. "We will slow down the development in China, and now we must be very careful in every step."

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"P" gift giving has always been an important part of luxury consumption in China. Watches and menswear are one of the most popular gifts. Watches only account for more than 1/5 of the total domestic luxury consumption.

It is not difficult to understand why, at the very beginning of the campaign against corruption and corruption, the consumer market, mainly driven by "gift giving", began to decline seriously.

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< p > "most people think that gift giving will be popular for a while, but now the government is really starting to blow it. So wearing a large watch on your wrist is unacceptable. This also affects retail sales, especially in cities with more administrative organs in China."

In this regard, Jon Cox, a research expert on luxury goods, said he estimated that gifts in China accounted for half of the sales of watches.

"The question now is whether this is going to spread to all markets where Chinese people buy watches."

Cox added.

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< p > "people are too enthusiastic about the Chinese market to think that there will be no problem with the sudden opening of 40 or 50 stores," said John watch, a Losangeles watch retailer. "Nowadays, Chinese stores are full of inventory, and they can sell them without any guarantee."

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Francesco Trapani, the head of the watch and jewelry department of Luxe group, a luxury group, also bluntly pointed out: "the business in China is very bad. To tell the truth, China's watch industry is shrinking."

The government is persuading people from the moral point of view to limit spending and limit luxury products.

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< p > < strong > < a > href= > http://www.91se91.com/ > > luxury > /a > cards.

P, 2013, the world's leading luxury group LVMH third quarterly report, to the already poor performance of the luxury market has poured a lot of cold water.

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< p > since 2012, Louis Weedon of the LVMH group (a href= "http://www.91se91.com/" > LV < /a) has started a series of rectification measures in China: including upgrading the product line, renovating the storefront, stopping the speed of expansion, and going to logo, but it seems to have little effect.

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Jean-Jacques Guiony, chief financial officer of P LVMH, admitted that sales in China in LV2013 can only be regarded as "flat and no growth". Although the sales and sales of clocks and jewellery in China have improved, fashion and leather goods are still weak.

According to media reports from China, "many LV stores in the two or three tier cities in China have seen an empty market."

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< p > for the major brands, the importance of the Chinese market is self-evident. The decline of China's luxury market also has a serious impact on the development of the entire luxury industry.

Data from the bank and Securities Department of Paris, France show that greater China has contributed 1/4 sales to Louis Weedon, which accounts for 35% of Cartire's sales and accounts for 45% of OMEGA's sales.

Hermes estimates that over the next few years, more than 1/2 of its global sales will come from Chinese consumers.

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Less than three years ago, these luxury brands opened shop in the Chinese market, and now they have experienced the throes of expanding too fast. "P"

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The statistics of 20 global luxury brands taking part in Bain research show that the number of new stores in the Chinese market has decreased from about 150 in 2012 to about 100 in 2013, with a decrease of about 1/3. P

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Less than P, Armani flagship store and Dolce &Gabbana flagship store in the Bund have been shut down one after another, and Patek Philippe and Boucheron must also be withdrawn from a short distance.

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< p > with the continuous development of the market, Bain's research report points out that the Chinese luxury market is becoming more and more complex.

The expansion of simple stores is not enough to boost overall growth.

For the 20 global luxury brands involved in the survey, the number of new outlets in the Chinese market has decreased from about 150 in 2012 to about 100 in 2013, a decrease of about 1/3.

Due to the decline in comparable sales of most luxury brands in 2013, they shifted their focus to renovation, relocation and operational improvement of stores.

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< p > "China's luxury market has rapidly developed from the enclosure stage to the stage of continuous attention to customer experience and comparable store sales," said Bruno lainner, Bain global partner and first author of the report. "In the Chinese market, the focus of global luxury brands is shifting from male consumer oriented products and accessories to female consumer oriented products and fashions.

Brands are also actively addressing this important change. "

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< p > the growing maturity of Chinese female consumers and their growing influence are the main drivers.

This also makes the consumption expenditure of female consumers in China's luxury market flat for the first time with male consumers.

This is a great leap forward compared to the market trend that contributed more than 90% of male consumption in 1995.

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< p > "luxury brands need to master a wider range of management skills to achieve success in today's China luxury market," concluded Langer. "The growing maturity of Chinese luxury consumers has made the luxury brand face three new priorities: turning attention to fashion series, marketing and inventory management, customized customized strategies based on different consumer groups, and training shop assistants to provide the best customer experience for more mature Chinese luxury consumers."

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