Luxury Consumer Market "Niche" Luxury Brands Are More Popular.

Less than p ago, the "2014 sixth Top Brand Summit Forum" jointly hosted by CEIBS and Shanghai Jingan District people's government was held in Shanghai.

Fashion a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > the leading brand of the industry. The famous professors, experts and media communication leaders at home and abroad have discussed in depth the new trend of reshaping the industrial structure and its far-reaching impact on the future of the world's top brand industry, sharing and exchanging their views.

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< p > < strong > the growth rate of the mainland market continued to slow down < /strong > < /p >

"P >" was affected by the government's anti-corruption efforts. In 2013, China's mainland luxury market was a poor year. Its growth rate slowed down further, and its growth rate was only around 2%. The sales and passenger volume of most luxury brand stores decreased.

Among them, wrist watch and men's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > category were the most seriously affected, but < a target= "_blank" href= "http://www.91se91.com/" > shoes > shoes > shoes and women's clothing category showed strong growth momentum, while cosmetic cosmetics category although the growth rate slowed down, but remained stable.

Bruno Lannes, partner of Bain company, said at this forum that gift giving is still an important part of luxury consumption, which is a distinct feature of China's luxury market, which is different from that of Europe, America and Japan.

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At the same time, there is a slowdown in the traditional way of attracting new consumers, opening up new stores. < p >

In 2011, the number of major luxury brands traced by Bain was about 150 in China, up to 160 in 2012, but the rate of opening new stores in 2013 dropped sharply. As of November, the number of new outlets was only about 100.

Not only that, in 2013, Armani flagship store and dujibana flagship store, which had been closed for nearly ten years, ceased in Shanghai, and French luxury brand Cartire was also closed to 10 stores in China.

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< p > the saturation development of China's commercial real estate has made brands more cautious in the process of expansion, paying more attention to renovation, location optimization and operational efficiency upgrading of existing stores, but a few brands like Cox, Prada and Po Tejia continued to expand rapidly in 2013.

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< p > however, from a global perspective, Chinese consumers are still the largest consumers of luxury goods. Bruno Lannes said that Chinese consumers (including the mainland, Hong Kong, Macao and Taiwan) account for 29% of the total global luxury goods, ranking first in the world, followed by the United States, accounting for 22%, and third in Europe, 21%.

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< p > Bruno Lannes introduced that the luxury consumption of Chinese customers in the mainland has been declining continuously in the past three years as the government implements and promotes anti-corruption work. However, overseas luxury consumption has increased continuously, reaching 67% of the total consumption.

The reason may be the persistence of price differentials, the preferential exchange rate for overseas shopping, and the continued growth of outbound travel.

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< p > < strong > niche luxury brand is more popular < /strong > < /p >

Experts in the forum believe that Chinese consumers' awareness of top brands is becoming more sophisticated, and the pursuit of brand has risen to the recognition and research of brand culture. P

Therefore, to consolidate and develop the Chinese market, top brands need to study Chinese consumer psychology and consumption habits more actively.

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Martha Lahti Gobber, managing director of China P, said that the Chinese market is very important to Martha Lahti. From global sales, the Chinese market accounts for 25%, and the future may rise to 40%. "Christian"

"In the past year, we have been developing very fast in China, and sales volume has increased by 3 times. I think this year will continue to grow."

Christian Gobber said that Martha Lahti's product design began to consider the preferences of Chinese consumers. "Audi, BMW's entry-level cars are all produced in China, and they are all long wheelbases. Martha Lahti has no corresponding products. We should know that three or four years ago, our products were targeted at European consumers."

He said that because of the decline in the average price of Martha Lahti, he began to consider entering the two or three tier city. In fact, Martha Lahti had only 20 dealers in China, hoping to increase to 50 by the end of this year.

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< p > comparing Chinese consumers with consumers in other countries, Christian Gobber believes that the biggest difference is age.

On average, Chinese consumers are 30 to 38 years old, while in Europe and the United States are relatively large.

The second gap is the gender of consumers.

In China, 20% to 40% of Martha Lahti's consumers are women.

European female consumers are less than half of China's.

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Armando Branchini, vice chairman of Italy luxury Enterprise Association, said that last year the Chinese market had a bigger impact on the government's regulations, but there was still a difference between the real high-end luxury goods and the luxury goods that could be reached, and the former would have a relatively stable growth.

At the same time, including China, the current luxury market is more conducive to the "play" of small luxury brands, while niche luxury brands are growing faster than traditional luxury goods.

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< p > "some super brands, because they are very large brands, have recently slowed down, especially in the past 30 years.

This trend will continue in the future, even if they continue to upgrade their product positioning, the example is Louis Weedon. "

Ar-mando Branchini said that with the changes in social culture and consumer spending habits, top brands must also understand consumers' attitudes, behaviors and motivations.

"Last year, the proportion of Chinese purchases of luxury goods for business gifts decreased from 20% to 3%, and the proportion of private gifts increased to 25%~30%."

He predicts that sales of luxury goods will pick up this year, and the second half will be better than the first half.

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The idea of < p > is endorsed by Anne Michaut, a professor of marketing at Marseille School of Commerce in France.

She says that many people are rookie from the beginning of their exposure to the luxury market, so they are a bit following the trend, or feel that the price is high is good.

"However, Chinese consumers have become very expert Fan Er, not only looking at lo-go, but also seeking to resonate with the brand. More and more luxury goods are regarded as part of their own style."

Anne Michaut said, "the current market is more conducive to small luxury brands, before everyone is following the trend, now personalized, so small brands have more room, that is to say, the era of a big logo on the product is over."

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"P > jewelry brand VHERNIER vice president E-manuele Aliotti Visdomini also said that its brand coverage is a category of female consumers, they are rich and knowledgeable, do not want to buy jewelry is also available to others.

TODS Edoardo, general manager of Todd China, also believes that before buying "a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ", it is to see friends wearing it, so they buy it.

Now, more to show individuality, consumers have more personalized needs.

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< p > < strong > digitalization < a target= "_blank" href= "http://www.91se91.com/" > dress > /a > marketing has market < /strong > /p >

< p > to talk about the future of China's luxury brands, Michel Gutsatz, vice president of Marseille School of Commerce, France, points out that some elements of the traditional luxury brand business model are changing.

Western brands began to build Chinese brands through acquisitions or direct creation, and the "Chinese design and made in Italy" model is also beginning to show signs.

Otherwise, in order to obtain more appropriate results, enterprises will disperse key locations in multiple locations with the help of local characteristics and core strength.

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At the same time, with the growth of China's consumer groups and the rapid development of social media in China, it is particularly important for luxury brands to succeed in China and to understand and use social media and the Internet in order to succeed in P.

Lei Fuyi, executive director of "Shanghai", said: "luxury brands must have a social media team in China. The platform users of Chinese social media are the most active. China has directly entered the era of mobile terminals.

Therefore, it is very important to brand education for Chinese consumers on the Internet.

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< p > Bruno Lanne also saw the new trend of luxury market in mainland China. The most prominent one is the digital marketing of luxury brands. Obviously, there is a large market among Chinese young consumer groups. "Now there are more and more luxury brands engaging in digital marketing. The online marketing expenses of some brands account for 20% to 25% of their total marketing expenditure, and 3 years ago, this figure is less than 5%."

He believes that the current Chinese market is much more complicated than before, and can not rely solely on more stores to pursue the growth of the Chinese market.

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< p > Christian Gobber said that in addition to traditional marketing methods, Martha Lahti also began to use digital mode, such as cooperation with Youku to promote, "now we are thinking about how to make good use of other platforms, such as WeChat."

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< p >, how can China's local luxury brands break through in the face of the decline in luxury sales in mainland China? Jiang Jiongwen, a marketing professor at CEIBS, gave some pertinent suggestions.

He believes that Chinese people do not necessarily include the old Chinese culture when they make a brand, but rather have an international perspective to integrate the understanding of beauty into < a href= "http://www.91se91.com/news/index_f.asp > brand < /a > personality.

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< p > however, in Jiang Jiongwen's view, China still has a long way to go to cultivate its own luxury brand: "the problem of Chinese brands is not design and marketing, all of which can be learned, but it is difficult in exquisite workmanship and quality, and China lacks the sense and environment of cultivating craftsmen."

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