Luxury Goods "Overseas Purchase" Mainland Refused To Change

　　 Luxury goods "overseas purchase" mainland refused to change

According to China fashion brand, before 2014, Dior mainland counters allowed overseas shopping to be replaced. However, with the maturity of luxury goods in China, the quality of after-sales service is getting worse and worse.

　　 Dior Since January 1st, the company has implemented the new rules for overseas shopping and replacement, and will not be returned at home. The sale of other luxury brands is similar. Sales staff of Bottega Veneta counters say that if there is no serious quality problem, the goods will not be returned, only to support maintenance and repair. However, the maintenance time is long and consumers are advised to repair them themselves.

　　 LV The salesperson is very impatient with this problem, indicating that he must be identified by the brand himself, and that he can handle the problem after he has admitted the quality problem. Chanel salesmen said the problem merchandise could be sent to Hongkong for repair, but within 3 months.

It is easy to see that behind the tough after-sales service of luxury brands to Chinese consumers is the huge size of Chinese consumers. The problems such as overlong maintenance time, high maintenance cost and untimely handling of complaints are not only the lack of training for special salesmen, but the fundamental reason is that brands do not attach importance to the shopping experience of Chinese consumers.

　　 Luxury goods overseas market Casually retreat

When buying luxury goods abroad, even if there is no quality problem, as long as the outer package is intact and does not affect the two sale, the counter will easily return it.

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The biggest difference between light luxury brands and luxury brands is the price. Unlike luxury luxury brands, the luxury brand positioning is generally high-end, and ordinary petty bourgeoisie can afford it. Compared with the luxury brand, the design is more personalized and will not become a brand of rotten street.

Song Zhihui, director of Bain consulting, an international market research firm, said that the luxury market in Korea is undergoing tremendous changes, while luxury brands such as Chanel and Hermes are still high. However, customers of light luxury brands who favor reasonable prices and design sense are increasing.

South Korean youths who are particularly sensitive to fashion trends are reluctant to pay luxury goods to buy luxury goods in department stores or specialty stores. Overseas direct shopping or their "new product" in Ortles become their new choice, which also has a great impact on the luxury industry. According to data from New World Department Store in Korea, sales of luxury goods shrank from 32% in 2011 to 4% last year, and Lotte Department Store in Korea fell from 21.3% to 7.8% in the same period.

In fact, the report cards of the major luxury brands in the Korean market are disappointing. As of March this year, the sales scale of Burberry (Burberry) in Korea decreased by 5.2% compared with the same period last year, and the operating profit has shrunk by 40%. Christine Dio (Christian Dior) and long (Longchamp) have suffered financial deficits. Mai Baorui (Mulberry) is also on the brink of loss because of the slump in sales.

Affected by this, some luxury goods have quietly begun to withdraw from South Korea. Ferragamo has withdrawn from the Galleria store in Jiangnan, and Bally has completely withdrawn from the Korean market.