Analysis Of Luxury Enterprises' Rational "Cooling Down"

< p > in the past year, the growth rate of luxury goods sales in China has dropped to 2% historically, breaking the inertia of two digit growth that has been maintained for many years.

Among them, especially the sale situation of super line luxury goods and first-rate luxury goods is the most attracting concern.

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Last month, U Begg Frank, a world-renowned real estate consultancy, and Woods Bagot, a design consultancy company, released a joint survey of more than 40 high-end retailers. The report said: "in 2013, about 2/3 of high-end retailers failed to achieve their goal of setting up new stores in China earlier in 2013." (P)

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< p > < strong > rational "redevelopment" < /strong > /p >

Less than P, the purchasing power of luxury goods in Greater China once accounted for 29% of the total global luxury goods, ranking first in the world, exceeding second percentage points in the United States by 7 percentage points.

But I am afraid that such a day will never return.

Italy luxury industry association jointly launched the "luxury industry outlook report" launched by Boston Consulting Group and Paris bank, pointing out that China's luxury market is nearly saturated from the relationship between the penetration of stores and the per capita national income.

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< p > but for the turning point of international a href= "http://www.91se91.com/news/index_c.asp" > luxury brand < /a > in China, some voices in the retail industry regard this node as an excellent opportunity to "look back" and call for its rational "redevelopment".

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< p > "with the rapid development of China's economy, the mentality of consumers has also been changing.

In the initial pocket, when we have money, we hope that the consumer will upgrade and buy more high-grade products. This process will also be accompanied by some irrational consumption habits.

This situation has also been seen in the Japanese market before.

For example, in the 80s of last century, after the Italy famous brand entered the Japanese market, the first line of Japan to the three line city, even the old lady should wear Italy's clothes.

Mukai Hirono, CEO of Barok group, told reporters on twenty-first Century economic report.

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According to Mukai Hirono, under the influence of the gradual growth of China's economic growth, the expansion of the middle class and the distribution of the income distribution, the proportion of the original rich income group is gradually narrowing.

In the process of rational consumption, the middle class prefer the products of light luxury or fast fashion rather than the traditional luxuries.

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The impact of P luxury stores sales is coming from all sides.

In addition to factors such as economic trends, the diversion effect of e-commerce is also very obvious.

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< p > PWC retail and consumer products industry audit partner Yu Ye Li Li told the twenty-first Century economic news reporter that the luxury goods companies are actually diluted by Taobao, Tmall and other three party e-commerce platforms, and some counters only have the function of displaying the cabinets in real objects.

In this process, retailers need to adjust their organizational structure to adapt to online and offline integration and optimize product mix.

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The change of the attractiveness of < p > to consumers also affects the change of the discourse power of these luxury brands in the process of inviting Chinese department stores.

"When consumers are more mature and rational, and no longer blindly pursue the big cards, developers are less enthusiastic about the pursuit of big brands.

The agglomeration effect of luxury brands is gradually weakening, and the evaluation of international luxury goods for the consumption environment in China is also declining, so the preferential treatment provided by external environment for luxury goods has also shrunk.

China's excellent ole Investment Co., Ltd., deputy director of investment, said Shi Shi Zhe.

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< p > luxury enterprises' judgement of market enthusiasm will soon be reflected in the changes in the total number of stores in China.

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< p > according to CLSA estimates, the adjustment of old stores will further affect the opening speed of new stores, and the rate of opening stores in the future will be reduced to 1-2 a year from an average of 3-4 per year.

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< p > < strong > "curve contribution" < /strong > < /p > outside China.

< p > although the sales of luxury stores and single stores in China are no longer the same as before, the purchasing power of Chinese consumers has not disappeared completely.

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< p > "no market can always be called" a href= "http://www.91se91.com/news/index_c.asp" emerging market < /a ", it will reach a mature stage.

I believe that with the increasing wealth and awareness of Chinese consumers, they will rely more heavily on the most high-end brands.

Even now the economic growth is slowing down, but it is good for a long time.

We have enough confidence in this regard. "

Wenya, President of Estee Lauder Group Asia Pacific region (Fabrice Weber), told the twenty-first Century economic news reporter.

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Less than P, nowadays, luxury goods buyers who have been moving all over the world have become the focus of brand competition.

The short wave of sales in China has led major luxury groups to focus on invisible sales in the departure market.

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< p > in fact, the contribution of Chinese consumers to the two fields of overseas markets and Islands duty-free market has attracted the attention of many large luxury enterprises in the past two years.

They are speeding up coordination and arranging resources to further increase the investment in brand marketing in China.

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< p > for example, luxury brands such as Estee Lauder and L'OREAL have stepped up publicity on these special channels because they are concerned about the strong consumption demand of Chinese consumers in major departure airports and overseas stores, with a view to retaining the purchasing power from China.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > Travel Consumption > /a > the sales volume of this channel is very astonishing. Consumers stay at the airport generally for a long time. It is very important to grasp the market in this field.

Bruno Pavlovsky, President of Chanel luxury brand global brand, Bruno Pavlovsky, pointed out earlier.

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Richard Perks, director of retail research, a well-known foreign investment research institute, also released a set of data: "in London Heathrow Airport luxury consumption, for example, in 2013, consumers from China, Brazil, Russia and India averaged an increase of 18% in the field consumption per person."

Chinese passengers account for only 0.7% of the total number of airports, but their spending on luxury goods is far ahead of other nationalities, accounting for 1/4 of the total.

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