"Light Extravagant Winds" Are Coming In Colorful Clouds.

< p > 2014, the voice we heard about < a href= "http://www.91se91.com/news/index_s.asp" > luxury goods < /a > is almost the same as "last year the Chinese bought 47% of the world's luxury goods", but "the domestic market has seen obvious signs of attenuation."

Regardless of the accuracy of the data and argument, we only look at the recent annual reports of luxury groups, which are not as bad as we expected. Although the situation of business monopolize the world is gone forever, "light luxury" is bringing a new batch of brands to the Chinese market.

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< p > < strong > the consumption market of Chinese people is actually quite large, < /strong > /p >

< p > < strong > the eldest days are also good, < /strong > /p >

< p > France's second largest luxury group Kering (Kai Yun), the original PPR, released its annual report last Friday: in 2013, its annual sales volume was 9 billion 748 million euros, a slight increase of 0.1% over the same period last year, an increase of 4% over the comparable structure and fixed exchange rate.

Sales of luxury goods sector increased by 7.2% compared with the same period last year, and operating profit reached the highest 26% in history.

Although Gucci growth is not the highest, its contribution is still the largest.

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P, the boss of luxury group, sold 29 billion 100 million euros last year, an increase of 4% over the same period last year, with a net profit of 3 billion 436 million euros, which is basically the same as the year before last. LVMH

In the same year, sales of Hermes increased 7.8% year-on-year.

When everyone called China's luxury consumption, Hermes took the data: China led Asia (excluding Japan), sales grew by 16%, the first increase, while the United States was 14%, Japan was 7%, Europe was 12%.

In the performance of PRADA, the contribution of Greater China is still the largest, with sales of 826 million euros and a growth rate of 15%.

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< p > facts have proved that in the past year, the days of luxury giants are not so sad, nor have they fallen to the full decline.

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P, not to mention, because of the popularity of overseas shopping, the sale of luxury goods in China's overseas areas has also contributed to the Chinese market, and global sales will not have a very sharp decline in the near future.

A research report released by Bain in January showed that the growth of luxury goods consumption in China last year dropped from 7% in 2012 to 2.5%, and 67% of Chinese luxury goods purchased in 2013 were bought overseas.

Therefore, the overall consumption trend of China's luxury goods is not weakening, but slowly pferred.

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< p > < strong > personality is perfect. It is still /strong /strong > < /p >.

< p > < strong > "light luxury wind" driving colorful clouds < /strong > /p >

< p > no brand can monopolize the market because it is an open competitive environment.

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< p > old people are still standing on solid historical capital, but the speed of catching up with new customers must not be underestimated.

Kai Yun's three major brands, Gucci, Bottega Veneta and Yves Saint Laurent, grew by 2.2%, 13.8% and 21.6% last year, respectively.

The brightest and blindness was Yves Saint Laurent, which grew by 42% in the fourth quarter and 12% in the third quarter.

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< p > in addition to the strong rise of minority brands, a more obvious performance is that light luxury brands are starting to exert their strength.

Compared with Hermes, LV and so on, these brands are young, mostly a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand, some even have luxury lineage, they are full of personality and do not lose their time, but the most moving consumer is the price, which is cheaper than the well-known commercial brand, below 10000 yuan or even below five thousand is usually their mainstream price range, such as a skirt three thousand or four thousand yuan, a pair of a target= "_blank" href= "_blank" > shoes < < one thousand or two thousand yuan.

And when the brand names of the mall are priced up to three thousand five thousand yuan, the fashion quality, design sense and quality of these luxury goods are just like a crowd. They can easily catch the hearts of white-collar workers whose wallet can not catch up with fashion. < /p >

< p > Tory Burch is an American brand. Many young girls know about it from gossip girl. They just bought it from several luxury electric providers, and now the stores are coming out in several big cities.

"Last August opened Shanghai store, September Nanjing store, November Hangzhou store, December Qingdao store.

In January this year, we opened the Chengdu store and opened a flagship store in Shanghai in June.

Tory Burch responsible person told reporters, "here is not comparable to Hongkong and Singapore, but we are optimistic about the prospects."

It is not luxury goods in the United States. The price of the dress in China is about three thousand or four thousand yuan, which is fashionable and affordable. It is very popular among young people.

It is said that Hangzhou Tower customers have bought 15 pieces at one time.

Similar stories will also take place in brands like J Crew, Michael Kors (New Standard & Poor's 500 index, Hangzhou Tower).

Because of the good market situation, Michael Kors designer himself plans to come to China for the first time in the second half of this year.

I have to say that they have chosen a very good time to cut in.

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Less than P, there are also electric providers.

Amazon's electricity supplier Shopbop has been growing fiercely in recent two years because it aimed at some fashionable brands that have not yet entered or are planning to enter China, stagger with traditional shopping malls.

"Our main role is" light luxury ", brand personality, moderate price, and will not become a street card, just to meet the needs of domestic consumers at this stage.

Shopbop related responsible person said.

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< p > it is not that luxury goods will actually decline, but more and more choices will divert the once centralized market.

< a href= "http://www.91se91.com/news/index_f.asp" > merchants < /a > may be more difficult for business, but diversification of the market is certainly not a bad thing for us! < /p >